Transforming Your Launch With The People-First Go-To-Market Framework
The B2B marketing game can sometimes feel like dating gone wrong. You put in effort to put yourself out there, yet the people who might be a good fit for you never seem to bump into you at the coffee shop or swipe right on your Bumble profile (likely distracted by the too-many-other-options out there).
When you do win the attention of a potential match, adrenaline kicks in and you become obsessed with how you’re coming off. How can you show your date what you bring to the table? You talk about yourself nonstop to highlight what a catch you are, forgetting to ask your yawning date a single question. Your “me, me, me” approach leads you to an awkward goodbye and the inevitable “I think we’d be better as friends!” spiel.
It's a jungle out there - for dating and for B2B marketing. With potential clients having their attention pulled in a million directions, brands are naturally inclined to default to the “me, me, me” act, making themselves the center of their messaging.
The reality is that good marketing is all about communicating the benefits your prospects can experience by trusting you, rooted in an understanding of their needs, values, goals, and annoyances.
This blog dives into why centering your customer in your Go-To-Market (GTM) strategy is the secret sauce, with a spotlight on the People-First GTM model as a winning formula.
Standing Out In A Saturated Market
The current playbooks are broken; that’s clear to most marketers. As the TACK team put it on their site,
“Brand spam is rampant, the quality of content has plummeted, channels are super crowded. Nothing works as well as it used to”.
This digital overload makes capturing attention extremely difficult. In addition to social media and apps, brands also have to worry about competing ads, invasive brand content, and inbox and SMS love-bombing.
As Nick Bennett said during a recent Polaris Growth Studio Growth Roundtable Discussion, "Channel saturation. It's super hard to stand out in crowded markets."
Echoed by Mark Kilens in the same discussion,
"Getting people's attention, messaging and positioning, and keeping people's attention" are the most important challenges that marketers face.
The Current GTM Playbook: The Boring, The Broken, The Ineffective
With oversaturation and plummeting digital effectiveness, the industry has its challenges for those looking to launch a new brand or solution. The current GTM playbook isn’t equipped to navigate them effectively. Here are some techniques that are currently standard GTM practices:
The Broadcast Approach
For many brands, GTM strategy entails broadcasting messages far and wide in hopes of catching the attention of a broad audience. This often means investing heavily in mass media advertising. The idea is simple: reach as many people as possible and hope that a fraction would convert into customers.
Like passing out “Date Me!” fliers to every person you see on the street. One of them is bound to say yes (and not be a total weirdo)... right?
Reliance on Cold Outreach
Traditional GTM tactics also lean heavily on cold outreach. Sales teams spend countless hours cold calling potential leads or sending out bulk email campaigns. This scattergun method is labor-intensive and often yields low conversion rates.
Think blind speed dating... Yikes!
Product-Centric Messaging
The current playbook focuses on product-centric messaging. Brands highlight the features and benefits of their products, assuming that this information alone will be enough to attract customers.
Back to the “me, me, me” dates that never seem to end well.
One-Way Communication
Current GTM tactics primarily involve one-way communication. Brands push their messages out into the world with little opportunity for customer interaction or engagement.
Like texting your date to ask if they had a good time, then immediately ask for a follow on Instagram. Not super helpful.
So, the current playbook could clearly use a refresh. But what’s the solution?
According to TACK—and we’re inclined to agree— it’s the People-First Go-To-Market Model.
What Is The People-First Go-To-Market Model?
The People-First GTM model emphasizes putting people—customers, buyers, and employees—at the heart of all experiences. At a recent Polaris Growth Studio Growth Roundtable Discussion, Mark Kilens from TACK provided this definition:
"People-first GTM is an approach that really tries to take each and every person and put them at the center of each experience."
Switching gears from a company-first to a people-first model is switching from “me, me, me” to “you, you, you”. It’s about "working with people instead of pushing things on them," making your interactions more genuine and impactful. To do this, TACK advises brands to focus on these key elements:
People - Be collaborative and supportive
Empathy - Be kind and thoughtful
Originality - Be your authentic self
Presence - Be in the moment
Learning - Be the student and the teacher
Experience - Be memorable
How Does AI Fit In The People-First Framework?
Leveraging Personalization
Now that you have an understanding of the People-First GTM framework, you may be thinking of the ways you can achieve this human-centric approach. One avenue to consider is AI.
AI has the capability to enhance how we personalize content and experiences for our audiences. By analyzing user data, AI can craft tailor-made content that resonates on a personal level. This aligns with the People-First GTM model by ensuring that each interaction feels unique and relevant to the individual. As Nick Bennett of TACK said, "AI can definitely help tailor content. It can tailor experiences for individual members," making interactions more relevant and engaging.
Predictive Analytics and Customer Behavior
AI also shines in predictive analytics, allowing brands to anticipate customer behavior and identify emerging patterns. This predictive power helps in creating proactive strategies that meet customer needs before they even arise, staying true to the People-First GTM approach by being attuned to customer desires and behaviors. Nick Bennett noted, "AI can play a big piece in predictive analytics, helping identify patterns and customer behavior."
Balancing Human Touch and AI
Limitations of AI
Despite its capabilities, AI can't replicate the nuance and empathy of human interaction. Some moments and decisions require a human touch that AI simply cannot provide. Recognizing these limitations and supplementing AI with human interaction is key to the People-First GTM model.
"AI can't create that moment. AI doesn't figure that out."
The Return of Human-Centric Approaches
In a world dominated by technology, there is a growing desire for genuine human connection. This is a core principle of the People-First GTM model, which emphasizes the need for real, meaningful interactions over automated responses. As TACK’s Mark Kilens said, "The tides are coming back in to have everything be more human again." Incorporating more human elements into your marketing strategy can satisfy this craving for real, meaningful interactions.
Making a Mark in a Crowded Market
Emphasizing Human Value
To truly stand out, focus on what makes your business unique. This uniqueness should be communicated through a lens that prioritizes human value and connection, core tenets of the People-First GTM model. "Lean into what makes you different. Get your thing down to that one sentence that you can then tell a story about." - Mark Kilens of TACK. Highlighting your distinctive qualities can help you capture and retain attention in a saturated market.
Standing Out with Originality
Having a strong, clear point of view can be your brand’s North Star. This aligns with the People-First GTM model by ensuring that your brand’s voice and values resonate deeply with your audience. As Nick Bennett of TACK said, "Have a point of view on something. Stand for something, even if others don’t completely agree with it." This clarity and conviction can differentiate you from the competition and attract a loyal audience.
In today's B2B marketing landscape, the People-First GTM model is the key to standing out and making meaningful connections that fuel growth.
Just like in dating, focusing on genuine interactions rather than self-centered messaging transforms the experience.
By prioritizing customer needs, leveraging AI for personalized content, and balancing technology with human touch, your brand can foster lasting relationships.
Need Help?
Not sure where to start? If you’re looking for help with incorporating the People-First GTM approach to address modern marketing challenges, book a call with us at Polaris Growth Studios or head to TACKgtm.com to learn more.
