Go-to-market strategy for B2B companies

What is a go-to-market strategy?

A go-to-market strategy (or GTM strategy for short) is the systematic plan for how a B2B company successfully positions its products or services on the market and sells them to the right target group. It answers the key questions: Who are our ideal customers? Which problem do we solve better than the competition? Which channels do we use to reach our target group? And how do we design the path from the first contact to closing the deal?

For software, SaaS and tech companies, the GTM strategy is particularly critical to success: whether product-led growth (PLG), sales-led growth (SLG) or a hybrid model - the choice of the right approach determines scalability and profitability. Many companies today combine both approaches: PLG for the SMB market with self-service onboarding, SLG for enterprise customers with complex sales cycles.

A well thought-out go-to-market strategy is the basis for sustainable growth - and the first step before marketing campaigns, sales processes or CRM systems are implemented.

Why new customer acquisition is not gaining momentum

Many B2B companies are struggling with the same challenges: Traditional sales channels no longer deliver the usual results. Marketing produces content and campaigns, but sales complains about the quality of the leads. Acquisition costs are rising, while new customer acquisition is falling behind.

Weak positioning

Without clear differentiation, companies become blurred in competition. The result: interchangeable messages and falling conversion rates.

Trading without a system

Isolated marketing activities and uncoordinated sales campaigns do not interact with each other and thus leave the major leverage effects unused.

Silos between marketing and sales

Without a clear end-to-end process, there is no connection between lead generation and closing the deal. Acquisition costs increase and efficiency decreases.

The advantages of a systematic GTM strategy with inboundfriends

Below we show the difference between selective activities and a systematic approach.

Isolated measures

Integrated GTM strategy

Positioning

Broad approach, high wastage

Focus on Ideal Customer Profile

Marketing & Sales

Working in silos

Interlocked with common goals

Revenue targets

As many leads as possible

Sustainable pipeline growth

Channels

Actionism on all platforms

Orchestrated funnel strategy

Performance measurement

Vanity metrics (clicks, impressions)

Business impact (pipeline, revenue)

Our go-to-market solutions

We accompany you from the analysis to the implementation-ready strategy - with a clear focus on measurable results.

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Market & competition analysis

We analyze your market environment, identify competitors and uncover opportunities that you can use for your positioning. The result: a clear picture of where you stand and where the greatest potential lies.

Positioning & Value Proposition

We sharpen your positioning and develop a value proposition that differentiates you from the competition. With a clear positioning matrix and a positioning statement that resonates with your target group.

Ideal Customer Profile & Buyer Personas

We define your Ideal Customer Profile (ICP) and develop detailed B2B buyer personas and buying groups. So you know exactly who you need to address - and who doesn't suit you.

Individual growth model

Whether product-led growth, sales-led growth or a hybrid model: we help you choose the right approach for different customer segments and develop a scalable growth model.

Buyer journey & content strategy

We model the buyer journey of your target group, identify business and demand triggers and develop a content strategy that picks up your buying group at every stage.

Channel strategy & lead funnel

We select the right channels for your target group, create a channel orchestration matrix and define lead funnels along the buyer journey - from awareness to decision.

Why inboundfriends is the strategic partner

Strategy and implementation from a single source
Unlike traditional strategy consultancies, we not only deliver PowerPoint decks, but also implement the developed strategy operationally. No handover losses, no consulting blah-blah - just pragmatic implementation with the same team.
Specialized in B2B tech companies
We work exclusively with B2B companies - with a particular focus on software, SaaS and tech. We understand complex products, long sales cycles and the specific challenges of your industry.
HubSpot Platinum Partner
As a professional HubSpot partner, we combine strategic consulting with technical implementation expertise. Your GTM strategy is translated directly into a functioning CRM and marketing system.
RevOps approach
We don't think in terms of departments, but in terms of revenue. Marketing, sales and customer success work on a shared database - with end-to-end processes from the first touchpoint to upselling.

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Our approach

Our structured process takes you from analysis to implementation-ready strategy in just a few weeks.

Check-in & briefing

In a questionnaire-based interview, we record your initial situation, goals and challenges. This allows us to start the project with a common understanding.

Research & Analysis

We analyze your market and competitive environment, review your product and service portfolio and identify bottlenecks as well as the current product-market fit.

Strategy workshops

In interactive workshop sessions, we work together on positioning, ICP, buyer personas, buyer journey and channel strategy. You contribute the industry know-how, we contribute the methodology.

Documentation & Roadmap

All results are documented in a structured manner - from the positioning matrix to persona profiles and channel orchestration. You receive a clear roadmap for implementation.

Implementation

On request, we can accompany the implementation of your GTM strategy: from setting up a CRM such as HubSpot to marketing automation and paid campaigns - everything from a single source.

inboundfriends provided outstanding support in developing and implementing our inbound marketing strategy. From day one, it was clear they had a genuine interest in our business and took the time to advise us individually. Their systematic, proven approach to HubSpot in particular stood out. The collaboration has been smooth, proactive, and highly enjoyable. We wholeheartedly recommend inboundfriends and look forward to many more successful projects together!

Simon Rabente, Webmatch

Selected success stories

How B2B companies achieve measurable results with a clear go-to-market strategy.

All case studies

Software & SaaS

moveXM

moveXM laid the foundation for structured growth in HubSpot with a sharpened positioning and an integrated go-to-market strategy.

IT & Tech Services

conplement

Using a well-thought-out marketing strategy and HubSpot as its platform, complement has reimagined the entire process from lead generation to revenue operations.

Software & SaaS

Riege Software

Brand Positioning and Digital Marketing in the Logistics Sector: How Riege Boosts Lead Generation with HubSpot and Multi-Channel Campaigns.

Frequently asked questions

A marketing strategy focuses on marketing channels and measures. A go-to-market strategy is more comprehensive: it defines the entire market launch - from target group definition and positioning to the interlinking of marketing and sales. The marketing strategy is part of the GTM strategy.

Go-to-market consulting is particularly suitable for B2B companies that are launching new products or services, expanding into new markets, want to sharpen their positioning or find that traditional sales channels are no longer delivering the desired results. Typical clients are software manufacturers, SaaS companies and tech companies with 50 to 1,000 employees.

The Ideal Customer Profile describes the ideal customer at company level - including industry, company size, challenges and purchasing behavior. A clear ICP definition helps to target marketing budgets, focus sales on the right accounts and minimize wastage.

Product-led growth (PLG) is a growth strategy in which the product itself drives customer acquisition - typically through freemium models or free trials. Sales-led growth (SLG) relies on active sales with personal advice. Many successful B2B companies combine both approaches: PLG for smaller customers and self-service, SLG for enterprise deals.

The GTM strategy defines how you reach your target group and guide them through the funnel. The CRM (e.g. HubSpot) is the operational system that implements this strategy: lead capture, nurturing workflows, pipeline management and reporting. A GTM strategy without a suitable CRM remains theory - a CRM without a GTM strategy is not used optimally.

Yes, unlike pure strategy consultancies, we can support you from strategy to operational implementation on request: HubSpot implementation, marketing automation, content creation, paid campaigns and ongoing optimization. This ensures that the developed strategy is actually implemented.

No, a GTM strategy is initially technology-independent. However, we recommend a powerful CRM and marketing automation system for implementation. As a HubSpot Platinum Partner, we have particular expertise in this area, but we also work with other systems such as Attio, Pipedrive and Salesforce.

Go-to-market strategy for B2B companies

What is a go-to-market strategy?