Go-to-Network for
Marketers
The definitive playbook on implementing Go-to-Network strategies for your marketing team.
or scroll down to read the full thing
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Featuring contributions from:
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Christina Le
Chelsea Castle
Josh Norris
Corrina Owens
+ many more!
What is Go-to-Network?
Go-to-Network (GTN) is a strategic approach and model where a business activates their networks including investors, communities, partners, customers, etc., to drive growth.
While traditional Go-to-Market strategies focus on direct channels and a linear funnel, GTN focuses on network creation and pulling the market into your sphere of influence.
The increasing complexity and cost of outbound, paired with the reduced effectiveness of it makes GTN an effective strategy for companies to embrace.
Executing on Go-to-Network requires investing in two halves: network creation, activities that bring buyers into your sphere of influence; and network activation, how you turn those networks into business value.
About this resource
Marketers, did you know you have an untapped source of pipeline in the networks around your business? That's why we created this guide—to help you transform those networks into revenue!
In this guide, you will learn how real marketers are creatively filling their funnels by building relationships with fans, customers, advisors, investors, partners, community members, and employees.
You will be joined by our mascot, Bronto Benny, who is also on a journey to becoming a Go-to-Network marketer as he runs his lemonade business! He will pop in occasionally to ask some helpful questions and guide you as you read through the playbook.
Our hope in creating this resource is that you are able to create warm, sustainable revenue for your organization that compounds through network relationships.
Select a section below to read more. Happy marketing!
Part one
Why Marketers Need to Add Go-to-Network to Their Strategy ->
Part Two
Understanding and Identifying Networks and People ->
Part Three
Sourcing Leads from Rented and Owned Networks ->
Part Four
Driving Revenue from Partner Networks ->
Part Five
Leveraging People in Networks to Create Offers and Content ->
Part Six
Using Influencers to Get in Front of the Right Buyers & Accounts ->
Part Seven
Leveraging Customers to Grow Revenue ->
What should you do now? Practical ways to get started.
You just read all of this, now what?
Influencer marketing happens all around us. Whether it’s a celebrity or athlete in a commercial on TV, or a creator on social media platforms like Instagram or TikTok, influencer marketing is a viable way to drive sustainable revenue if done the correct way.
If you’re a Marketer
- Remember, driving revenue through networks requires a mindset shift. It doesn’t require you to overhaul every single process. Start thinking about ways you can invite other people into the tasks you’re already doing.
- Share this with your manager, see if it inspires any new ideas or tactics. Take just a small portion of your time and start trying out some of the tactics here without sacrificing the activities you’re currently being asked to do.
- Finally, collaborate well and collaborate often with your sales and customer success teams. It will pay off greatly in the long run.
If you’re a Marketer Leader
- The Go-to-Network mindset, is for you too! Similar to the marketers on your team, this approach requires a mindset shift. If you’ve read this guide, chances are you are looking for new ways to drive growth and revenue.
- Now is the time to give your marketing team some elbow room to work with people in the various networks around your business.
- Work with them to change some key performance indicators, change up their dashboards, and most importantly, be their bridge to executives within the business and outside the organization! You can affect great change by simply advocating and opening doors.
