Effective GTM Strategies: From Cold Prospects to Invoices

What Works in GTM change every 6 months A BREAKTHROUGH after 50K in Ads spent (of my own 💰 ) I had the privilege to test this for my own GTM and for a client of mine I guess it is particularly interesting when you have a large TAM but where only a small percentage of companies are problem / solution aware. The perfect example is cybersecurity. The TAM is actually huge (every company needs cybersecurity) but only a very small fraction of companies are problem aware and feel the problem as urgent to buy something in a reasonable amount of time. And this basically kills the classical outbound sales process because you have a HUGE number of dials to convert 1 prospect into a meeting. And the conversions are even worse. The playbook? >Run (usually Meta) Ads and describe the audience in the copy >Ads promote lead magnets (about customer problems) >When you click on the ad you land in a LP with a form >When you leave the email you get a 7-100 days edu sequence >The content should be SO GOOD that you might be tempted to print your emails >The content should be against the ‘status quo’, better if with an ‘enemy’ In the thank you page a VSL with slots to book a call (assessment / strategy call / etc..) >In the lead magnet you should have a CTA to the same page, same in the footer of every email >Connect Clay to your newsletter provider >Every time someone subscribe push it into Clay >Enrich data and get all the possible people and company data >Filter out the ICP, enrich b2b data and send a notification to an AE >The AE engage the leads omnichannel 6-12 months to see results Quick wins with 1-1 engagement Long term demand generation thanks to content Outbound → Warm Outbond SDR → Educational Sequence GTME → Pick leads in ICP and engage Inbound → Outbound → Inbound A full-funnel that turns cold prospects into invoices