B2B Funnel Innovation → Hyper Personalisation + People-first GTM

Elevate prospect engagement and conversion by tailoring your approach to meet individual contextual needs. Discuss techniques to strategize trust building, enhance relationships, and drive growth.

Feb 05, 2024

👋 Hey, Ayush here! Welcome to this week’s ✨ free edition ✨ of Startup GTM Newsletter.

I have been building startups for the last 7 years and working with founders on GTM, growth, people-first strategies, communities and anything else about building a startup.

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“Sales and Marketing funnels are evolving; it's time to get personal and put people first.”

In a world where every customer's journey is unique, combining hyper-personalised communication with people-first GTM strategies isn't just smart; it's essential. This approach ensures your message gets attention, every time.

The top 3 challenges of Account Based Marketing are delivering a
personalized experience, knowing how to choose target accounts, and knowing what content to use. (Source)
Personalized B2B cold emails get 41% higher click-through rates, showcasing the power of tailored outreach (Source)
Personalization and customization (39%) is the most commonly selected trend in go-to-market strategies right now, followed by data-driven decision making (21%). (Source)

Let’s uncover the following topics below and look at the ways the B2B funnel is evolving

B2B Funnel - Strategy and Drop-offs
5 Critical Questions for CMOs
Mapping Trust Journeys
Hyper-Personalization & People-First GTM

B2B Funnel - Strategy and Drop-offs

5 critical questions for CMOs

Are existing thought leaders engaging positively with your thought leadership efforts?
What is the typical timeline for establishing "Impactful Trust" with your prospects?
What strategies are you employing to cut through competitor noise and market clutter?
How many touchpoints (automated, social, and personal) comprise your customer journey?
At which funnel stage do you observe the highest rate of drop-offs?

If any question resonates and you require detailed discussion, comment or DM me

Mapping Trust Journeys

GTM activities are designed to shape customer trust, pivotal for transitioning prospects to hot leads. Understanding this trust journey would be the key to plan for crossing “Trust Thresholds” required for consideration and then purchase decision…

Every marketing and sales action influences customer trust, setting the stage for their journey with your brand.
A specific level of trust prompts prospects to seriously evaluate a product or service, marking a critical juncture in the sales funnel.
Trust builds gradually across funnel stages, requiring consistent, positive engagements to move prospects towards consideration.
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Important Questions to evaluate Trust Journeys

Are We Building Enough Trust?: Are our marketing efforts building the trust we need to get customers to consider our product? We need to make sure our activities are connecting well with our audience.
How Fast and How Many?: How quickly are customers starting to consider our product, and how many of them get to this stage? Looking at these numbers helps us understand if our trust-building is working well.
Comparing Trust: How well are we building trust compared to our competitors? Knowing this can help us find ways to stand out and build trust even better.

Hyper-Personalization & People-First GTM

Hyper-personalized communications to targeted prospects for people-first initiatives, such as thought leadership, community interactions, and event invites, would enable faster trust levels.

Personalization needs to be done thoughtfully; the more generic it is, the lesser the impact, and the more contextual it is, the higher the impact.
With the help of tools like Evabot, you can actually obtain contextual research for targeted accounts on 50+ parameters, making the process of hyper-personalisation extremely efficient.

To know more about people-first GTM, you can check my post on…