#Go-To-Market strategy

[abhibaj]

The Storyteller’s Edge: How Wallis Mills Masters Mindshare, Messaging & Modern GTM

In today’s hyper-competitive B2B marketing landscape, cutting through the noise isn’t just about shouting louder—it’s about speaking smarter. Wallis Mills, a seasoned expert in Go-To-Market Strategy (GTM), understands that the key to winning mindshare lies in storytelling.

According to Mills, compelling narratives don’t just capture attention—they shape brand experience and drive action. Whether leveraging AI and marketing or refining messaging frameworks, her approach blends creativity with strategy. In this deep dive, we’ll explore how Mills crafts narratives that resonate, engages audiences, and transforms GTM execution.

Get full insights@ https://itechseries.com/podcast/gtm-storytelling-edge/

The Battle for Mindshare: Why Stories Win

In a world drowning in data and sales pitches, stories stand out. Why? Because humans are wired for narrative. Wallis Mills emphasizes that B2B marketing isn’t just about logic—it’s about emotion. Decision-makers don’t just buy products; they buy into visions, solutions, and the stories behind them.

Consider this: A well-told customer success story does more than highlight features—it builds trust. Mills argues that mindshare isn’t captured by bullet points but by relatable, memorable storytelling. Whether through case studies, thought leadership, or interactive content, the brands that win are those that make their audience the hero of the story.

Crafting Killer Messaging: Beyond Features to Impact

Too many companies fall into the trap of feature-first messaging. Wallis Mills flips the script, advocating for value-driven narratives. Instead of listing capabilities, she focuses on transformation—how does your product change a customer’s world?

This shift is crucial in modern GTM strategies. For example, rather than saying, “Our AI tool automates workflows,” Mills would frame it as, “Reclaim 10 hours a week with AI-driven efficiency.” The difference? One is forgettable; the other is magnetic. By aligning messaging with customer pain points and aspirations, brands create deeper engagement.

AI and Marketing: The Storytelling Accelerator

Artificial intelligence isn’t just reshaping operations—it’s revolutionizing storytelling. Wallis Mills highlights how AI and marketing work hand-in-hand to personalize narratives at scale. From dynamic content generation to predictive analytics, AI helps brands deliver the right message to the right audience at the right time.

Imagine a B2B marketing campaign where AI tailors case studies based on a prospect’s industry, role, and challenges. Mills sees this as the future—where storytelling isn’t static but adaptive. However, she cautions: AI enhances creativity but can’t replace the human touch. The best GTM strategies blend data-driven insights with authentic storytelling.

The Role of Brand Experience in GTM Success

A Go-To-Market Strategy (GTM) isn’t just about acquisition—it’s about immersion. Wallis Mills stresses that every touchpoint, from ads to customer support, shapes brand experience. A disjointed journey breaks trust, while a cohesive narrative builds loyalty.

For instance, if a company’s messaging promises simplicity but onboarding is cumbersome, the story falls apart. Mills advises aligning all GTM elements—sales, marketing, product—under one narrative umbrella. This ensures prospects don’t just hear your story; they live it.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

Modern GTM: Agile, Adaptive, Audience-Centric

Traditional GTM models often follow rigid playbooks. Wallis Mills champions a more fluid approach. In her view, modern GTM must be agile, constantly iterating based on real-time feedback and market shifts.

One way to achieve this? Leverage data storytelling. Instead of static reports, Mills suggests visualizing data in ways that highlight trends and opportunities. This keeps teams aligned and responsive. Additionally, she emphasizes the need for cross-functional collaboration—ensuring sales, marketing, and product teams all speak the same narrative language.

The Psychology of Persuasion in B2B Storytelling

Why do some messages stick while others fade? Wallis Mills taps into behavioral psychology to craft irresistible narratives. Techniques like social proof, scarcity, and emotional triggers aren’t just for B2C—they’re gold in B2B marketing too.

For example, a well-placed testimonial from a respected industry leader can validate your story better than any sales deck. Mills also highlights the power of contrast—before-and-after scenarios that showcase transformation. By understanding what drives decisions, marketers can craft stories that don’t just inform but persuade.

From Awareness to Advocacy: The Full Storytelling Funnel

A strong Go-To-Market Strategy (GTM) doesn’t stop at conversion. Wallis Mills believes the best stories turn customers into advocates. Post-sale engagement—through onboarding, education, and community-building—extends the narrative beyond the first sale.

Consider a SaaS company that doesn’t just onboard users but immerses them in a success journey. Regular check-ins, user-generated content, and loyalty programs keep the story alive. Mills argues that advocacy isn’t accidental—it’s engineered through continuous, value-driven storytelling.

The Future of GTM: Where Storytelling Meets Innovation

As markets evolve, so must storytelling. Wallis Mills predicts that immersive tech—like AR, VR, and interactive AI—will redefine brand experience. Imagine a prospect exploring a virtual demo tailored to their needs, guided by an AI-powered storyteller.

Moreover, she sees AI and marketing enabling hyper-personalized narratives at scale. But the core principle remains: People connect with stories, not spreadsheets. The brands that master this balance will dominate their categories.

Need more help@ https://itechseries.com/contact-us/

Final Thoughts

Wallis Mills’ approach proves that modern GTM isn’t just about tactics—it’s about tales. Whether through AI-driven personalization, psychological triggers, or seamless brand experience, the storyteller’s edge lies in making audiences feel, not just think.

[mohitbisresearch]

BIS Research provides tailored consulting and actionable intelligence to support seamless and scalable India market entry across high-impact industries—including Advanced Materials, Chemicals, Fuels, Technology, and Healthcare.

[isubhamdas]

GTM Strategy for Efficient Sales and Marketing

Elevate your go-to-market strategy with advanced techniques, leveraging data-driven decision-making, automation, and Account-Based Experience (ABX) for efficient sales and marketing. Continue reading to learn more. Advanced GTM Strategy TechniquesData-Driven Decision-MakingAutomationAccount-Based Experience (ABX)Best Practices for a Successful GTM StrategyKey FacetsStakeholder…

[wseinfratech]

How to Create a Custom GTM Strategy by Asking the Right Questions? How to create a custom Go-to-Market strategy for your product’s success by addressing the right questions

[strategii-at-work]

FMCG Business Strategy: Comprehensive Guide for Sustainable Growth

Explore the intricacies of FMCG business strategy for sustainable growth. Discover key components like product innovation, pricing, distribution, and successful case studies in this guide.

[helimadvertising1]

Listed here are five ideas for staying on top of the competition in life science marketing.Helium Advertising is a known name in life sciences marketing

strategy planning and is recognized as the perfect partner to build trust and establish your product in the market.

[marrywillson]

Our Digital Marketing Service can accelerate your digital journey and generate revenue. We provider SEO, SMM, PPC Services in USA. Go-to market technique (GTM) describes all aspects of the preparation and execution of bringing a product or service to market.

[ashtonmark222]

Orchid Black is a revenue growth consulting firm that specializes in helping companies accelerate their growth and achieve sustainable revenue growth. The experienced team of revenue growth consulting firm works closely with clients to identify strategic growth opportunities, develop actionable plans, and implement effective revenue generation strategies. They provide a comprehensive range of services including market analysis, sales optimization, pricing strategy, customer experience improvement, and go-to-market strategy. With their expertise and proven track record, Orchid Black helps companies unlock their full revenue potential and drive long-term business success.

[flibbertigibbety-jibber-jabber]

Drew this for my friend and decided to share it with the world I hope you guys like it ❤️

I'm sssso funny and awesome. yes

more invincible shitposts: [1] [2] [3] [4]

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[murrpa]

YALL IM FOAMING OUT OF MY MOUTH

[abhibaj]

Breaking Through the Noise: Mick Loizou on Building High-Impact B2B Marketing Strategies

We sat down with Mick Loizou, VP of Marketing at Cognism, to explore what it really takes to lead marketing that resonates—across regions, teams, and customer journeys. With more than 16 years of global B2B marketing experience across FinTech, AdTech, and media, Mick shares his perspective on go-to-market strategies, brand storytelling, AI-driven marketing, and the power of alignment in revenue teams.

Let’s start with your journey. Tell us a bit about yourself.

I’ve spent the last 16 years working across the FinTech, AdTech, and media spaces, focusing on driving demand and telling powerful brand and product stories. My path has taken me through roles at companies like Stripe, Yahoo, Verizon Media, and now Cognism, where I lead both product marketing and demand generation.

Get full insights@​ https://itechseries.com/interviews/b2b-marketing-insights/

Storytelling has always been central to my approach—whether in the early days as a campaign analyst using data to build narratives, or now, developing strategies that clearly articulate a product’s value. I believe marketing is about more than pipeline; it's about influencing company culture and the customer experience.

Whether launching new offerings or building global teams, I’ve always been focused on delivering narratives that resonate—and ensuring they’re heard by the right people, in the right way.

What are the core elements of an effective global go-to-market (GTM) strategy?

There are four key pillars that I believe underpin a high-performing global GTM motion:

Deep audience understanding

Strong, differentiated messaging

Tight cross-functional alignment

Local adaptability

Differentiation often comes down to how you communicate, not just what you say. In most categories, your competitors are making the same promises—more revenue, lower costs, better CX. To stand out, you need to inject creativity, emotion, and sometimes humor into your messaging. Blinded message testing is one tactic we use: if your audience can’t tell your message apart from a competitor’s, you have work to do.

B2B marketers should learn from B2C in this area—emotional levers still matter, even in rational buying processes. Often, your biggest competitor isn’t another vendor—it’s inertia. So the job is to make change feel exciting, not risky.

Globally, the key is empowering local teams to tailor execution while staying true to the core brand narrative. Localization is more than just translation—it’s about cultural nuance, tone, and context.

How do you view marketing’s role within the broader revenue organization today?

To me, it’s odd when people talk about alignment increasing, as though marketing was ever supposed to operate in a silo. Marketing has always been part of the revenue engine. We just approach the same goals—pipeline, revenue, customer success—from different directions.

The real shift is in how businesses structure around shared KPIs and integrated workflows. When you set OKRs at the company level and cascade them through every team, you create shared ownership. Marketing, sales, customer success—they’re all co-owners of the pipeline and the customer experience.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

How do you manage the tension between short-term demand generation and long-term brand building?

First, that tension is mostly artificial. A strong brand doesn’t compete with demand gen—it amplifies it. When your brand is trusted and known, deals close faster. The perceived risk of buying is lower.

Performance marketing and brand marketing are two sides of the same coin. Both connect your buyer’s problem to your solution. They just operate at different levels. That’s why we look at unified metrics to understand how one supports the other.

Tell us about a standout marketing campaign you’ve led.

When I joined Cognism, we were in the middle of launching Sales Companion, our biggest product launch to date. It wasn’t just a GTM motion—it became a full evolution of our ICP, positioning, and storytelling.

One of the biggest lessons? Messaging consistency is everything. When multiple teams are moving fast—product marketing, demand gen, customer marketing—it’s easy to lose alignment. We made sure our messaging was a thread that ran through everything: website copy, sales enablement, ads, influencer content.

The second big takeaway: show, don’t just tell. We open-sourced the whole GTM framework—how we refined the ICP, the messaging, the content strategy. It became a content series in itself. That transparency built trust with our audience and reinforced our brand.

How do you use data and analytics to track the success of product marketing efforts?

We look at the entire funnel—from early-stage engagement (content consumption, interactions) to pipeline influence and generation.

Equally important is qualitative feedback. Our sales team gives us direct insights into whether messaging and content are resonating. We also run win/loss interviews and speak directly with customers to understand what’s working and where we can improve.

What role is AI playing in your marketing strategy?

AI has already changed how we work—from speed to scale. But like most, we’re still evolving how we use it. My approach: experiment frequently and don’t wait for perfection.

Personally, I use AI every day for automating repeat tasks—like meeting summaries, research, and content refinement. At a team level, we’ve implemented AI across several use cases:

Analyzing customer reviews for sentiment and unmet needs using custom GPTs

Automating lead routing and personalization in ABM programs

Piloting chatbots on our site to streamline user support

Looking ahead, I believe AI will be core to enhancing creativity and strategic planning—not just execution.

What’s your advice for marketing leaders looking to build scalable, high-impact demand engines?

Start with deep user insight. Know your ICP inside out—how they make decisions, what drives value for them, and what obstacles they face.

Then, align your internal teams with shared goals. Build infrastructure early—automation, attribution, and content ops matter. And above all, tell a great story. There’s a reason this kind of content works: people connect with stories. That connection drives loyalty and conversion.

About Mick Loizou

Mick is a seasoned marketing leader with over 16 years of experience scaling B2B SaaS companies and leading global teams. He specializes in strategic positioning, demand generation, and cross-functional alignment to drive both product-led and sales-led growth. Mick is skilled in crafting compelling product messaging and delivering customer-centric solutions. As a strong storyteller, he has launched products at major events like Money2020, Dreamforce, and AdWeek, consistently aligning marketing strategies with revenue goals.

[taxideermied]

I try not to be a hater about harmless things but there is something deeply repulsive to me about a playlist being printed in a book and I cannot tell you why. It’s one thing if it’s on the authors website but in the actual book? Heaven forbid it’s in the beginning or mentioned in the marketing material.

I’ve seen more and more book marketing focused on the “add-ons” a book has (sprayed edges, unique chapter formatting, a pronunciation guide) as if they’re trying to sell me a special edition when it’s a first print run. I do not understand. Why would I want to buy your fancy expensive hardback (or paperback even sometimes!) when I don’t even know if I like the book. Why do I now know more about your book’s layout than I do the plot. Why are we putting sprayed edges on everything. No seriously why.

[wseinfratech]

What is a Go-to-Market Strategy in marketing and its importance

What is a GTM strategy in product marketing and how can businesses utilize it for better market performance. Read More : https://wseinfratech.com/blog/an-introduction-to-gotomarket-strategy-a-vital-pillar-in-product-life-cycle

[helimadvertising1]

Go-to-Market Tips for Life Science Organizations

Table of Content:

What Is Life Science Marketing?

Purpose of Go-to-market Strategy

Five Tips for Successful GTM Strategies for Life Science Organizations

How Helium Helps for GTM Strategy

Conclusion

Life science is a world where every innovation needs to make an impact but it cannot be possible without appropriate marketing of that innovation. Life science marketing is not only about selling a service or product; it’s about the right way of transferring information, building trust, and delivering cutting-edge developments that can enhance human well-being.

What Is Life Science Marketing?

Life science is an industry that evolves continuously with a lot of inspiring discoveries and advanced applications. But every new product or service requires the right marketing to make its place in the market. Here comes the role of life science marketing to promote services, products, and technologies related to this industry. With the utilization of this marketing, scientists and marketers can enhance awareness, improve understanding, and simplify access to the latest developments. To develop the right life science marketing strategies, it is important to consider a lot of factors regarding branding and regulations.

Purpose of Go-to-market Strategy

The go-to-market strategy is related to the pre-marketing and pre-sales stages. A strong go-to-market strategy purpose is to comprehend who is target audience and which process you need to follow to improve your sales. With a solid GTM strategy in the life science industry, you must sell the product or service to showcase its market value before launching that product or service. The GTM strategy in life sciences is to transfer information about complex scientific concepts in simple words just like a business plan to the end customer.

Five Tips for Successful GTM Strategies for Life Science Organizations

The life science industry is growing constantly and the competition in this industry is also growing every day. Every company in the life science industry wishes to stay ahead when it comes to promoting their services or products. Here are five tips to keep up your game in life science marketing:

Learn About Your Audience:

For any successful marketing campaign, it is important to learn more about the target audience. In the case of life science marketing, a life science marketing agency should know everything about potential customers, their requirements, and their motivating factors to buy the product. As per the marketing strategies for life science companies, the pain points, goals, and challenges of the target audiences should be known before planning the marketing strategy.

Alignment of Sales and Marketing:

To make everything work better, it is significant to align sales and marketing teams. Although the objective of both teams is similar misalignment of strategies and implementation happens. Because of this misalignment, it has been observed that it leads to poor KPIs like low win rates and customer retention rates. A proper alignment of both teams results in the delivery of the right message at the right time using the appropriate channel.

Utilize Content Marketing:

With the utilization of the right content marketing, you can educate and engage a life science audience easily. Many powerful tools that help in delivering meaningful information in the right way. These tools include whitepapers, blogs, emails, guides, and many more. This way you can build trust with the target audience and establish yourself as the thought leader.

Multi-Channel Approach:

Adopting a multi-channel approach is one of the perfect go-to-market tips for a B2B life science marketing agency. When you can demonstrate your presence on different platforms, it leads to the strengthening of the reputation of your brand. Website, social media, paid advertising, print & direct mail, online surveys, and online forums are some of the examples of these platforms.

Association with Key Opinion Leaders:

Associating with Key Opinion Leaders is the best way for life science companies to improve reliability and gain exposure. Also known as Thought Leaders, Key Opinion Leaders are known for their expertise. You can leverage their expert opinions by collaborating with them to conduct research or speak at the event. This helps in building trust and establishing yourself as a reliable resource in the industry.

How Helium Helps for GTM Strategy

Helium Advertising is a known name in life sciences marketing strategy planning and is recognized as the perfect partner to build trust and establish your product in the market. With this life science marketing agency, you just have to tell them your requirements and they will come up with a strong life sciences marketing strategy to create unique and successful marketing.

When you associate with this company, you can be assured that you will reach the heights where you want to be in the future. They will evaluate you where you are and understand where you want to reach in the future and offer you a series of actions to follow. They have a team of experienced professionals who have a deep understanding of the life science industry and marketing.

Conclusion:

Marketing serves as the bridge between intricate scientific concepts and the requirements of the target audience. To accomplish success in life science marketing, you must follow these five tips and accept the latest trends completely.

[marrywillson]

The product development life cycle describes how new ideas reach the market. Product development process in a way that minimizes risk while increasing the likelihood of success.

[lordgeneralsix]

is it just me or is bioware spoiling way too much about the game . talking about gameplay improvements is one thing but revealing story and companion arcs seems very insecure to me bc now the mystery is gone when people play for the first time . seems like they're trying too hard to prove that their game isn't garbage after that first trailer but this is not how you do that