Everything We Learned Talking to AgentWeb: A GTM Hitlist for Founders
1. Talk to 30 people before you build anything
It’s not about building what you want to build, it’s about building something people will pay for. You're not trying to validate your idea. You're trying to get close enough to the problem that you can't build the wrong thing. Talk to at least 30 people who are your ideal customers, find out what their pain points are, and then incorporate that information into your product.
2. Treat LinkedIn like your second product site
Before anyone visits your website, they've already looked you up on LinkedIn. Everyone interested in your company—potential customers, employees, or investors—will search for the founder on LinkedIn to gather more information. That means your LinkedIn profile needs to be up-to-date, active, and representative of your company rather than just reading as a resume.
3. Don't optimize for impressions, optimize for ICP density
Do not confuse visibility with traction.You can have a million impressions, but if those impressions aren’t from your ICP, then they most likely won’t turn into customers. It’s much more important to spend your time and marketing budget on people who will become customers, while ignoring those larger vanity metrics.
4.Cost-per-demo should be less than one third of your product's first month of revenue
Finding the right balance for your marketing spend can be tough—you don’t want to spend too much, but you also don’t want to invest too little.Here's a simple forcing function: if it costs more to get someone into a demo than they'd pay you in month one, the math doesn't work.. If it does, then look at your marketing funnel and figure out what needs to change.
5. Attribution gets harder as you scale — set it up on day one
If you can’t tell whether a given marketing strategy is working, then you can’t hone your GTM strategy. Attribution is key, and setting up attribution only gets harder as your company grows. Setup that attribution today, so that you’ll have the information to make the right decisions tomorrow.
6. Survive the Summer
Q3 is when the sun shines brighter, and everyone is out there enjoying summer instead of responding to your emails, seeing your perfectly honed marketing, or closing those deals. But remember, Q3 is the preamble to Q4—don't kill campaigns prematurely. Continuing to nurture those relationships, and expecting customers to spend more time working their way through the funnel, will pay back in Q4.
7. First party data is yours. Own it, earn it, store it
Build your funnel so that when marketing leads come in from sources you don’t own (LinkedIn, Meta, etc), you convert those leads into first-party data. Fine-tune your customer journey so that leads are more likely to fill out a form, more likely to request a demo, and more likely to share their information. Then keep that data in a CRM so that you can continue to nurture those leads.
8. Fail fast, learn faster
The first day that you should be thinking about GTM is day one. Don’t let any advice—not even the important bullet points on this page—make you think that you’re not ready. Don’t delay now until you have a perfect campaign brief, start GTM today so that you can build that perfect campaign through real learnings with real customers.
There is plenty more great advice in the full webinar series, which you can watch here. If you’d like to know when our next webinar is so you can watch it live, subscribe to our newsletter.
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