May 2024
Five principles to transform go-to-market strategy & execution with product marketing

Five principles to transform go-to-market strategy & execution with product marketing

B2B technology buyers navigate intricate decision-making journeys, with committees of stakeholders and an unending number of touchpoints influencing the process. It takes well-orchestrated Sales, Marketing, and Product teams to untangle such a complex web. 

And in today’s B2B marketplace, harmony often hinges on Product Marketing. Just like a perfectly tuned orchestra, product marketers ensure all departments play in unison to deliver a compelling message, capture qualified leads, and nurture prospects through the funnel. 

Arketi’s Product Marketing Practice helps B2B technology companies overcome these challenges, and we’ve grounded our approach in these five principles to transform your go-to-market strategy and execution. 

Arketi Brings Home Gold
Arketi Brings Home Gold

Arketi was recently honored with three Muse Creative Awards for the 2024 season, including Gold honors for our work alongside Mitsubishi Electric Trane HVAC US on its 2023 Heat Pumps & Homeowners Index!

#1 Follow through, from A to Z

A successful go-to-market strategy isn’t a sprint; it’s a marathon (especially in B2B).

It’s not just about creating a brilliant plan; it’s about executing it consistently and effectively. While shortcuts and quick fixes are tempting, our B2B reality is unforgiving – buyers don’t always give you a second chance.

Rushing through the planning phase or skimping on execution won’t do your strategy any favors. We believe:

  • Cheating hurts product marketing – buyers know when you are stretching the truth, and hasty decisions will often cause more harm than good.
  • A lack of process – creates accountability gaps that limit your ability to identify missteps, future improvements, and the true source of potential issues.
  • Discipline and time – are critical to getting it right. The first ensures strategy remains consistent, while the second enables higher-quality decision-making.

#2 Walk the lines between Product, Marketing, and Sales

Tension between these three is a tale as old as time. Have you ever grumbled about Product launching a feature without notice? Or Sales hyping an upcoming enhancement not on the roadmap? How many times have you been asked whether Marketing “gets it?”

Product marketers ensure each team operates in lockstep toward a common goal. They walk the lines in-between to:

  • Build bridges, not walls – and ensure customer intelligence, product enhancements, campaign announcements, and other critical updates are shared throughout the organization.
  • Translate the bits and bytes – into compelling stories and messages that inspire buyers to act.
  • Support the three-legged stool – by unifying goals and aligning incentives across departments.

#3 Deliver the goods

B2B buying is characterized by process and hard logic. It is rarely an emotional decision, or one made on impulse.

The path to purchase also requires many steps and is typically accompanied by a competitive review, numerous decision makers, and a timeline of more than six months. Evolving buyer expectations are a challenge in and of themselves.

Savvy product marketers:

  • Capture qualified leads – and don’t chase big numbers of largely unqualified suspects. They attract high-quality prospects who they can convert into customers.
  • Keep the content flowing – with fresh, meaningful insights that educate, entertain, and persuade buyers.
  • Go beyond awareness – by focusing on qualified leads and traffic. After all, who cares about how many website visitors if your content isn’t compelling, and no one is interested in talking to sales?

We asked four generations of B2B technology buyers about their buying habits, preferences, and what resources they turn to throughout the sales funnel. Their responses revealed how marketers can best reach and engage those who matter most: buyers who sign checks.

#4 Think like a scientist

Product marketing is the perfect blend of science and art. When you combine an artist’s skillful creativity, whether through word or design, with a scientist’s data-driven mindset, you can both evoke emotion with your campaigns and measure their impact.

After all, the average marketing campaign is quite like a science experiment. We observe buyers to understand their needs, test various tactics to engage them, and analyze the results to know what works.

The scientific method is still around for a reason! That’s why we:

  • Launch, learn, & repeat – to build on what works, avoid what doesn’t, and maintain our competitive edge.
  • Don’t wait for reviews – but instead look at marketing with an ongoing, iterative mindset.
  • Pair data with insight – so our positioning, messaging, and campaigns are aligned with buyer needs and industry trends.
  • Leave no stone unturned – by experimenting with new strategies, tactics, and technologies to reach buyers wherever they are in their journey.

#5 Play where you win

Consider the number of potential buyers for your product or solution. Whether you sell enterprise software or manufacturing equipment, the addressable market of buyers rarely tops more than a few thousand.

Marketers will sometimes inflate buyer audiences by positioning their technology as “everything for everybody.” This strategy fails time and again, however, as marketing communications are lost in a sea of sameness – and competitors eat up market share by playing to their strengths.

Product marketing helps B2B tech companies:

  • Grow revenue, grow! – by directing resources, time, and attention to the activities and tactics that generate revenue rapidly.
  • Know their hunting grounds – and pinpoint the markets, industries, and customer segments where your technology excels. Precision targeting yields higher conversion rates and ROI.
  • Show not tell – a product’s worth and technology solutions deliver real, tangible benefits for buyers.

Achieve full market potential

Complacency is a marketer’s greatest enemy. Emerging technologies and the rapid pace of innovation continue to redefine the way we identify, reach, and engage our target audience, especially buyers.

Failure to adapt is no excuse. Product Marketing plays a vital role ensuring Product is focused on the right features and enhancements to satisfy customers, that Sales is equipped with the right sales enablement tools to move prospects down the funnel and ultimately close deals, and Marketing is launching campaigns aligned with product benefits and differentiators.

How is your product marketing performing? Will these five principles help you improve demand and revenue generation?

Let’s unlock untapped potential and transform how you go to market. Reach out to Mike Neumeier at or 404-451-7832.



When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.

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