The current market is increasingly dynamic and competitive, but even in this changing and evolving environment, there’s something that doesn’t change: we must have a clear objective for our products or services, hand in hand with the target audience’s needs. Getting it is feasible if you apply a go to market strategy.

Also known as G2M, a go to market strategy bases its efforts and planning on introducing a product or service to the market, analyzing its effectiveness in short periods, and applying analysis of different levels that favor the company and the consumers. Also, reducing operating costs and offering solutions to existing problems.

From a technical point of view, it establishes a clear route that begins with the manufacture of the product, goes through its mobilization routes, establishes and selects the points of distribution and sale, and ends at the time of purchase or acquisition by the target clients.


Amid this process, the team in charge of setting the route mentioned above must conduct research, analysis, and development so that each economic factor or use of resources is effective, in addition to carefully selecting the public to which the product or service is aimed.


What do you need to create a go to market strategy?

In a G2M, the brand must have a team of specialists in specific areas, united in a single objective and focused on a single product.


Let’s explore each of the areas individually:


  • Research: The research area’s function is to analyze the market and the ideal audience. According to the existing market reality, a problem and its immediate solution are visualized, in addition to the resources and options that the public involved in this dilemma has.
  • Development: It is responsible for giving functionality to the product concerning previous research. This group works closely with every other company area to balance the proposal with the final objective and the company’s capabilities.
  • Resource management: According to the reports obtained from the investigation, the team in charge of managing resources in the company sets the necessary limits to advance or take a turn in planning. It segments the available resources according to the need and stability of the product, thus establishing its viability.
  • Finance: This group is in charge of balancing the brand’s budget according to the metrics established as successful, giving the green light to each necessary expense.


How to create your go to market strategy?

Knowing the areas to be covered by the brand and the clear objective of introducing a product to the market, these are the three steps crucial to this process: market analysis, market segmentation, and product positioning. Each has detailed tasks to accomplish in a go-to market strategy.


First step: Market analysis

To begin a go to market strategy, you need to know every detail of the market in which you will compete. No matter your brand’s size, the focus goes on the product and the problems it can solve. To carry out this step, you will need to base de procedure on the following:


  1. Product analysis

In an increasingly broad and competitive market, verifying the opportunities you have as a company to solve existing problems is crucial to success. Depending on the size of your resources or brand, you will be able to approach the development of a product that meets the final goal: selling it.


  1. Target analysis

Once the existing problem has been identified, you must identify the product’s target audience and get to know it in depth, from its economic scope to its geographical purchasing possibilities. For a go to market strategy, the selected audience must be as specific as possible, and you should avoid generalizing or opting for the masses.


  1. Product message

Like any sale, the way you execute your strategy is vital, and bringing a clear message to the consumer is key in the process. This step requires a lot of detail and attention, establishing simplicity as the basis of everything so that it can be understood quickly to provide the customers with the solution they are looking for immediately.


Second step: Market segmentation

The geographical distribution, product’s cost, and execution times for each step are established at this point, with the most immediate commercial routes, the most massive points of sale within the specific public, and the income that allows for promoting some point of the strategy if necessary. To achieve this, you must apply the following:


  1. Competitor analysis

Knowing every step of your competitor will allow you to overtake them. While attracting new customers and gaining the attention of external audiences is part of any sales process, changing a buyer’s mind in your favor is an important achievement in the marketplace. The keys at this point are to avoid the most successful routes in similar products and offer a different message or benefit within the service you are selling.


  1. Budgets and risks

As it is a specific product, the invested budget will be prioritized and used more carefully. The risks should be evaluated in great detail and minimized as much as possible to give the project financial freedom, according to what your company can afford.


  1. Set achievable goals

Once the risks, investment, and market have been analyzed, it’s time to set goals. In a G2M, the periods must be shorter and more precise than in other situations. This is due to the fact that it is a single product, and the objectives must be set realistically with established metrics.


Third step: Product positioning

The final process or step involves launching the product in a simulated way, generating actions that make it possible to theoretically test the outlined objectives and process the data according to the analyzes carried out previously. Purchasing ads within a social network or creating an intrigue campaign are usually good additions that reinforce the strategy applied in the G2M.


In the same way, the sales strategy and any other strategy oriented to the product’s marketing tend to be dynamic in the face of the variables that can occur with the product already on sale. You should pay special attention to the audience’s reaction to which it was directed and use these results to make the necessary adjustments for the final push that the project needs.


In conclusion

The most important thing in a go-to market strategy is to specify that the whole path of the product is the true focus, and only its guarantee or feasibility will give way to more strategies, actions, or changes within the investment or venture carried out. With this, excessive efforts and expenses are filtered into B2B or traditional marketing campaigns to position or strengthen a brand.


Ulin Consulting is a leading company that focuses on startup consulting. We offer SDR services, digital marketing services, and inbound/virtual assistance. Ulin Consulting is excited to partner with, an app where you can search, engage and convert contacts with their sales intelligence and engagement platform.

What is was founded in 2015 and is a leading data intelligence and sales engagement platform trusted by thousands of customers. They use a community-based approach to crowdsourcing data that gives maximum coverage and ensures data accuracy.


Apollo’s algorithms help marketing professionals analyze potential customers’ data to increase quality conversations and opportunities.


They offer solutions for sellers to help them build a faster-converting pipeline that allows them to reach sales goals; for marketers to help them analyze data better, and for founders to help them grow their businesses and accomplish more without so much effort.


Apollo’s solutions features:


  • Prospecting & intelligence: Helps find leads, research prospects, and build lists.
  • Enrichment & job change alerts: To maintain an accurate database with more than 200 data points.
  • Sales engagement & analytics: Through building multi-channel sequences for large outreach.
  • An API that helps enrich the data and create custom workflows.
  • Integrations that help you get more things done.
  • Security: Apollo approaches privacy with ISO, SOC 2, and GDPR compliance.


What are sales campaigns, and why are they important?

Sales campaigns are tactics used by businesses and organizations to increase a product’s or service’s demands faster than it would take without doing any action. Most sales strategies seek to encourage potential customers to purchase items and increase the company’s overall revenue.


However there are many reasons why a sales campaign is beneficial for any company, but the ideal situation is to launch them when sales peak occur and at certain times of the year. You can understand these dates by consulting with your sales department and how you can boost revenue during prime seasons or better them during low seasons. 


Here are some reasons why starting a sales campaign can be beneficial to your company:


  • They help promote new products
  • You can increase your revenue
  • Advertise an upcoming launch or event
  • Develop brand awareness
  • Get customer feedback
  • Reduce inventory overstock


Why are marketing campaigns important?

There are many reasons why businesses can benefit from building marketing campaigns. We’ll mention a few of them that we believe you should consider for your brand.


They help increase brand awareness

If your business is new, there is a considerable chance that your target market has never heard of you or what you do. Therefore, a marketing campaign will help you get noticed and spread the word about what you do.


However, this is also beneficial for existing companies, especially if they’re looking into expanding to new markets.


The first step is to determine your target audience. Next, it’s time to create a marketing strategy and, finally, a campaign to make an impression on the said audience. Your goal should be to make yourself memorable so people can recognize your business and remember you.


Promote your products and services

Another great reason to start creating marketing campaigns is to promote what you do. Through them, you can inform the target consumers about your products, services, discounts, and offers. 


Also, it’s the perfect moment to highlight your products’ benefits, tell your business’s story, and engage new customers. They also help retain old customers and have them keep on buying from you by creating and nurturing the bond. 


Without marketing campaigns, selling new products or services can become an uphill battle.


Increase sales

Selling more is most likely every business’s primary goal. Well, the good news is that this is another thing marketing campaigns can help with. They help attract more customers and increase profit, allowing your brand to grow.


How can you use for your campaigns?

Now that we’ve explained how marketing campaigns can benefit your business let’s explore how you can take advantage of for this purpose. is an excellent tool for sellers. They can help them bring in business and hit your sales goals. It makes it possible by removing the time-consuming parts of sales work and freeing up time for relationship-building and generating revenue.


Sellers rely on Apollo for workflow solutions, such as prospecting, creating engagement, and automating different parts of the sales funnel.


So, when you configure your marketing campaigns, all you will need to focus on is the “human” side of things related to building lasting relationships with your customers and leads.


Apollo also helps find new buyers for your service or product. They have a comprehensive and accurate B2B database you can reach out to. In addition, their app helps streamline your engagement and touchpoints with every buyer at scale, and its sales engine helps book more meetings and move deals forward.


Marketers can benefit immensely from Apollo as well. They can generate lists that help convert leads and move your business forward. They can also prospect and engage better throughout the workflow. 


They can ensure better marketing results by having better data in their hands. Apollo helps manage valuable data and find new segments constantly. All of this aligned to improve the marketing-generated pipeline and conversions to meet the desired company’s goals.


Apollo is an ally for streamlining work. Build efficient, streamlined workflows between sales and marketing and speed up your go-to-market.


Founders can also use to grow their businesses. The app’s go-to-market engine will help them do the work of an entire sales or recruiting team so you can focus on other important business-related tasks.


They can also grow their team by hiring qualified candidates that can work together towards the company’s goals. Finally, Apollo helps build repeatable processes for revenue growth based on data intelligence.



As we’ve explained above, Apollo offers many solutions for entrepreneurs that can help them escalate their business. In addition, they are a great asset for marketing teams and the creation and management of marketing campaigns. As part of our digital marketing services, Ulin Consulting has partnered with Apollo to serve our own clients better.