Welcome, Nurturers

As we kick off the first issue of Nurtured, we go over tips for a solid GTM strategy. It’s important to nail down your GTM strategy and stay consistent. We talk about how to start, so that consistency follows.

TODAY’S LINEUP

Here’s what you can expect in today’s newsletter:

GTM Guide for B2B Founders
Anthropic In Talks To Raise Money
Do You Have A Video Strategy?
Tech Stack
Tech News Roundup

FOUNDER’S GUIDE

Mini GTM Guide For B2B Founders

Launching a new B2B product or service requires a strategic approach to ensure you reach the right customers and communicate your value effectively. Whether you’re launching your GTM strategy for the first time, or you’re thinking about jumping into a new market, here is a mini guide for your approach:

Who’s your customer?

Identifying your customer is the first step in developing an effective go-to-market strategy. Begin by analyzing the problem your product or service solves. Look at your current users or those of your competitors to understand their characteristics.

What’s the Ideal Customer Profile (ICP) for your business?

The Ideal Customer Profile (ICP) defines the type of company that would gain the most value from your product and is most likely to be a successful, long-term customer. To create your ICP, consider industry, company size, geography, and behavioral traits.

What’s your positioning?

Positioning is about defining how your product or service fits in the market and why it’s better than the competition. It involves your value proposition, differentiation, and messaging.

Do you start with sales or marketing?

The decision to start with sales or marketing depends on your product and market. Here are key considerations:

Sales-First Approach: If your product requires a high level of customization, explanation, or has a long sales cycle, starting with sales might be more effective. This approach allows direct interaction with potential customers, helping you refine your messaging and understand their needs deeply.

Marketing-First Approach: If your product can be easily understood and adopted without extensive explanation, starting with marketing can generate broad awareness and inbound interest. Content marketing, social media, and digital advertising can drive leads that sales can then convert.

By understanding your customer, defining your ICP, positioning your product effectively, and choosing the right initial focus between sales and marketing, you’ll be well on your way to a successful go-to-market strategy.

STARTUP SPOTLIGHT

Anthropic In Talks To Raise $750 Million

Anthropic, a competitor to OpenAI, is in discussions to raise $750 million in a new funding round. This round is being led by Menlo Ventures and includes participation from other investors. The company, known for developing the AI system Claude, is pursuing this significant investment to continue advancing its AI technologies and compete more effectively in the market. Previous significant investments include up to $4 billion from Amazon to further develop generative AI capabilities. This funding round reflects the growing interest and investment in AI companies as they push the boundaries of what AI can achieve in various applications. Read more here.

CONSUMER REPORT

As of July 2023, Gen Z increasingly uses social media for educational content. As Gen Z gains more buying power within the economy, it’s important for us to adjust how we are marketing and selling to this demographic. This shift necessitates creating content that is not only engaging but also informative, leveraging platforms popular among Gen Z to reach and resonate with this audience effectively.

TECH STACK
3 Tools To Bolster Your Tech Stack

• Apollo.io - Filter your target audience and run automated sequences with Apollo.

• Keap - Manage your MQLs and SQLs with Keap’s CRM.

• Yesware - See when your clients view attachments with Yesware.

TECH NEWS

• Google has introduced new AI-powered ad tools using the Gemini AI model. These tools provide quick answers and detailed overviews in search results, enhancing user experience. Read more about the features here.

• Amazon plans to overhaul its Alexa voice assistant with advanced generative AI, aiming to make interactions more conversational and natural.

• Are you a Spotify user? Well, Spotify is hiking up its prices.

Work with us

Nurtured offers B2B startups with marketing services that include content creation, GTM strategies, and Fractional CMO services. With over 20 years of experience in Marketing, our experts can help you increase revenue for your business. If you’d like to work with us, book a free consultation.

We’ve Got You Covered

If there are topics you’d like us to write about and/or cover in our upcoming podcast, respond to this email with your ideas and we’ll make sure we cover them in upcoming issues.

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