Top 10 Go-To-Market Strategies For 2024 - Part 1
It's been an awesome 1st year of the GTM News show.
Grateful for the 42 episodes published to date, 2000 subscribers+, and 10,000+ listens. Most of all, I'm grateful for all I've learned from our expert practitioners, each pushing the boundaries in different areas of B2B go-to-market.
Before I get into what's in store for 2024 (stay tuned...), I wanted to highlight the top 10 conversations I've had this year over the next two episodes.
It was so hard to pick as each guest that came on the show I've learned something new from, and I recommend folks go through and listen to all the conversations as we've highlighted all the emerging GTM strategies, and each one has something relative for 2024.
Today, I want to honor these five guests because of the importance of the topics they shared and the prescriptive takeaways they outlined:
Shawn Li - Shawn lays out practical ways to tap into strategic partnerships.
Anthony Kennedy - Anthony discussed the shift from earned & rented media to owned media.
Jordan Crawford - Jordan is a master of creative outbound email strategies using data, research, and AI
Leslie Barrett - Leslie shared tons of powerful ideas on how to get your customers to advocate for you more and drive more adoption & expansion through customer marketing.
Sam Jacobs - Sam gave us an important lesson in the economics of go-to-market (this is a must-watch for every GTM leader)
Anthony Kennada
Co-Founder & CEO
Anthony Kennada is the co-founder and CEO at AudiencePlus, the Owned Media company. As the former Chief Marketing Officer at Gainsight, Front, and Hopin, Anthony has pioneered a market-making playbook that leverages content, community, and events in order to build, engage, and monetize an owned audience. Anthony is also the author of Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love.
Shawn Li
Vice President of Partnerships at Flip - a Voice Automation category creator helping eCommerce/Retail brands and Transportation providers globally transform their phone support.
3X Partnerships Leader including at Lever (HR Tech) and Conversica (Conversational AI) managing technology and channel / reseller partnerships.
Former Amazon Echo and Alexa Sales Lead in early hyper-growth phase of the Voice Assistants category.
Worked globally across the US and Asia over the past 15+ years.
Wharton MBA with an MSc from UC Berkeley.
Taylor Wells
Founder & Host @ GTM.news
Taylor has lived and breathed B2B marketing & go-to-market strategies for over 10 years at boot-scrapped & growth stage businesses. He thrives on building amazing customers experiences through what he calls the Selfless Advantage. This approach is an unconditional approach to marketing that helps people & positions your business as the obvious choice. He is the Founder & CEO of Potential Opportunity.
Jordan Crawford
CEO
Jordan helped Zinc.com (YC W'14) grow from 1 to 100M in GMV. He now monitors hundreds of thousands of websites for open jobs daily and sells the data to sales teams to help them message and target their leads by pain, not persona.
Leslie Barrett
Sr. Director, Customer Marketing & Evangelism @ Sendoso
Leslie Barrett is an award-winning marketing influencer, recognized as one of the Top 100 Customer Marketing & Advocacy Strategist in 2023. With a passion for customer advocacy, Leslie believes that building meaningful relationships with customers is key to driving revenue and improving customer satisfaction. As a thought leader in the industry, Leslie is dedicated to sharing her knowledge and empowering others to harness the power of customer advocacy.
Sam Jacobs
CEO
Sam Jacobs is the Founder & CEO of Pavilion, and the Wall Street Journal bestselling author of Kind Folks Finish First. He launched Pavilion as Revenue Collective in 2016 and bootstrapped the company to $10M in ARR before taking on a $25M growth financing round in early 2021, led by Elephant Ventures and GTM Fund. Today, Pavilion helps its 10,000+ member global community of go-to-market executives to unlock their full professional potential through private peer groups, education, events and research.
Prior to Pavilion, Sam spent 15 years as a senior revenue leader at VC-backed companies in the New York area including Gerson Lehrman Group, Axial, Livestream/Vimeo, The Muse, and Behavox.
He lives in the West Village of Manhattan with his wife and two dogs, William and Oswald, and mourns the passing of his beloved Walter in the Summer of 2022.