Many companies focus their Go-To-Market strategies solely on capturing customers who are already actively looking to make a purchase. This may seem logical, but this group only represents 3% of the market, leading to situations where costs are maximized, there is a lower margin , and it is more difficult to close.
On the other hand, 97% of the market isn't ready to buy, but that doesn't mean they won't do so in the future. Thus, if we educate this segment of the market today, we can get them to choose us tomorrow.
Given this situation, we can implement a solution to achieve an effective GTM strategy, which focuses on the following three motions:

Table of Contents

• MOTION 1: Capture the 3% that is already ready
• MOTION 2: Educate the other 97% before they're ready
• MOTION 3: Outbound based on intent signals

MOTION 1: Capture the 3% that is already ready

This group of customers has already identified their problem, researched options, and is actively searching for a solution. At this point, tools like Google Ads and SEO positioning play a key role, as we must develop a strategy to ensure that people who perform searches that indicate a clear purchase intent find us, and we can solve their problem through our product or service. In this motion, we should focus on leads who perform high-intent searches like "best management software" and avoid those with an informational intent like "What is a CRM," offering a clear message about our offering that highlights our value proposition and helps us convert these leads.

MOTION 2: Educate the other 97% before they're ready

This motion focuses on ideal customers who don't yet know they have a problem. Here, we must focus on getting them to identify their problem before they even realize it and begin searching for solutions. LinkedIn, YouTube, blogs, and newsletters play a very important role in this motion , where we can address the problems our product or service solves. Some of the most useful strategies in this case involve sharing use cases, industry insights, and practical solutions to build authority and trust.
At this point, we educate leads who haven't yet identified their need so that, by the time they do, our product or service has already established itself in their minds as a solution.

MOTION 3: Outbound based on intent signals

Mass outbound marketing without context doesn't work. However, it is effective when you leverage intent signals to reach prospects at the right time.
To detect these intent signals, we must pay attention to indicators such as visits to our website or pricing page, interactions on LinkedIn with relevant content, and the use of complementary technologies.
Based on this information, we can generate much more personalized and relevant messages for leads, thereby improving response and conversion rates.

Ultimately, competing for only 3% of the market limits our company's growth. To implement an effective GTM strategy, we must:
– Capture active demand
– Create opportunities for the future
– Act on leads at the right time and with an impactful message

By implementing these approaches, we will be able to expand our market, reduce acquisition costs, and generate a sustainable competitive advantage over time.

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