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Part one
Why Marketers Need to Add Go-to-Network to Their Strategy ->
In collaboration with
“The cost of renting land from the Facebooks and the Googles of the world is getting more expensive, so blending in an approach where you have familiarity, high conversion rates, and warm introductions certainly helps from an acquisition cost perspective. In a new paradigm where efficiency rules, we need to leverage all the resources that we can.”
Have you felt it?
If you’re reading this, chances are you’ve felt the tectonic shift that has occurred in the B2B industry over the last few years.
Many of us remember the “growth at all costs” mindset where liquidity was plentiful and cheap and waste was high. Now, it has transitioned into a capital-efficient, precision execution, performance-driven machine. For us marketers, this often means you’re expected to drive more revenue with less resources.
Yikes.
74%
of consumers identify word-of-mouth as a key influencer in their purchasing decision
Do we answer this shift by simply ramping up our marketing activities? More ads, more campaigns, more case studies, more testimonials, more webinars? If so, we eventually need to ask, does volume bring a solution or is it simply part of the problem?
Our answer to this movement is different. Radically different.
Our answer is rooted in the ability to leverage trust and reputation to achieve results, and, surprise—it’s been right under your nose this entire time!
“The cost of renting land from the Facebooks and the Googles of the world is getting more expensive, so blending in an approach where you have familiarity, high conversion rates, and warm introductions certainly helps from an acquisition cost perspective. In a new paradigm where efficiency rules, we need to leverage all the resources that we can.”
In this guide, we posit that the networks around you are your greatest source of untapped pipeline. Your business is surrounded by them. Networks of advisors, investors, employees, customers, influencers, partners, and so on—networks full of people who have either built relationships with your potential customers or, even better, are themselves your potential customers.
Instead of starting from scratch every time you go to market, consider building upon the trust your networks have already established with your buyers.
The Go-to-Network approach harnesses existing trust and relationship equity, helping you source more leads, drive more pipeline, and create a stronger brand.
Let’s get started.
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