State Of GTM Strategies: AI-Augmented Content, Tech Helping B2B Orgs Put Customers First

As we enter the second half of 2023, it’s evident that customer-centricity will remain crucial in B2B go-to-market (GTM) strategies. Companies realize that delivering exceptional customer experiences is vital for success — and it’s something they must prioritize to stay competitive. According to a recent study by McKinsey, successful GTM strategies focus on genuinely understanding customers and tailoring offerings to meet their specific needs and preferences.

But practitioners still face challenges in fully optimizing their GTM processes as they contend with multiple stakeholders, keep up with the ever-increasing complexity of buying cycles and adapt to longer decision-making cycles. This special report will present the current state of GTM strategies and specifically highlight:

  • The emphasis practitioners place on long-term customer value and the steps they take to build relationships, put customers at the forefront of their buying journey and consistently add value;
  • The critical areas of content marketing that practitioners are investing in, such as video, interactive assets and more, that highlight pain points and speak to customers’ problems;
  • The importance of relying on data points, such as buyer behavior insights, market trends and competitor activity, to make informed decisions;
  • The key tools and technologies practitioners utilize to streamline and achieve their GTM goals; and
  • How successful companies align their internal teams and equip them with the necessary tools to effectively execute


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