Recommendations on promoting a B2B SaaS (Software as a Service) product

Hi Lydia, I hope my experience in B2B, particularly in Edtech and Fintech, will be relevant to you. When it comes to go-to-market strategy, I typically break tasks down like this: 1) Clear positioning: Ensure your messaging aligns with the needs of your target audience across all channels and surfaces. If you have multiple target groups, consider segmenting them. For instance, you could create separate landing pages on your website for different industries or target groups. 2) Marketing channel testing: Whether you're searching for PMF or focused on growth, it's crucial to test various marketing channels. As a rule of thumb, start with channels that offer short-term payback. A good allocation might be 60% for short-term, 30% for medium-term, and 10% for long-term channels. 3) Sales funnel enhancement: traffic is just the top of the funnel. Depending on your product type, whether it's product-led (self-service) or sales-led growth, you'll need to optimize the sales funnel accordingly. To address your question about short-term payback: - Inbound strategies: Consider CPC ads, targeted ads on social media (paired with ABM marketing), webinars, YouTube videos (here’s a great example: https://olyalakt.substack.com/p/...), offline events, and white papers as lead magnets. - Outbound strategies: Cold outreach via social media, calls, or emails can also be effective.