GTM Strategist Podcast

Hosted by Maja Voje

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Jul 2024

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About the show

Welcome to the wild waters of Go-To-Market Strategy! This podcast is a compass on your quest to make decisions with confidence. Maja Voje talks with best-in-class experts on how they navigate their companies through the GTM stage.

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23 recent

July 18, 202455 min

James Evans: The Future of User Activation

It is increasingly hard to win the minds and hearts in an increasingly competitive SaaS arena. People now use so many different SaaS apps they won't tolerate bad UX and learn each in detail. This is why it is more mission-critical than ever to activate the users we acquired and lead them toward their optimal user experience. There is no one-size-fits-all solution. Standard popups, emails, and push notifications get ignored. Best-in-class SaaS companies use personalized onboarding experiences. However, not everyone has Amazon or Netflix machine learning capacities for mass personalization. How can you build meaningful, personalized product activation experiences for users that will make their day instead of annoy them? James Evans, co-founder and CEO of CommandBar, an AI-powered User Assistance platform used by Clearbit, AngelList, Convertkit, Hashicorp, Gusto, 6sense, Netlify, Launchdarkly and many others. The team served 20M end users in merely four years, supported by $24M capital from Insight, Itai Tsiddon, Thrive, and YC. James and I discussed the future of activation and how to craft Go-to-market strategies for AI-first products. Links: https://www.commandbar.com/ https://www.linkedin.com/in/james-evans-7086b3126/ James shared his thoughts on positioning and category creation on Kyle Poyar’s Substack Growth Unhinged: https://www.growthunhinged.com/p/category-creation CommandBar’s pitch deck (also featured by TechCrunch): https://www.commandbar.com/blog/commandbars-seed-deck/ How James thinks about pricing for SaaS AI products: https://www.commandbar.com/blog/ai-saas-pricing/ -- GTM Strategist: ⁠⁠⁠⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠https://www.linkedin.com/in/majavoje/⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

June 27, 202454 min

Adam Robinson: Founder-Led Growth on LinkedIn

If you work on B2B solutions, you will want to build an audience on LinkedIn. Adam Robinson grew his LinkedIn audience from 0 to 80k Followers in 18 months. Adam Robinson is CEO at Retention.com and RB2B. Just 12 weeks after its launch, RB2B, a tool that helps B2B businesses identify anonymous website visitors, crossed $800,000 in ARR - 100% organically. Many founders, growth experts, and product managers I speak with can quickly come up with 101 reasons why they should not be doing what Adam did. I presented Adam with some potential objections, and he addressed all of them. Links: https://gtmstrategist.substack.com/p/how-to-win-the-linkedin-game-fair https://www.rb2b.com/ https://www.linkedin.com/in/retentionadam/ https://www.youtube.com/@retentiondotcom -- GTM Strategist: ⁠⁠⁠⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠https://www.linkedin.com/in/majavoje/⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

June 11, 202454 min

Ivana Todorovic: How LinkedIn's algorithm works

Ivana Todorovic is the founder of AuthoredUp, the beloved tool for LinkedIn content creators. Ivana and her team are obsessed with the quality of the product. They run periodical research in which they analyze millions of LinkedIn posts to create independent LinkedIn algorithm reports and make their product even more awesome. In this episode, we’ll explore how to organize your LinkedIn content creation process. Let’s make your posts resonate with your target audience and fit content creation into your busy schedule. Links: https://authoredup.com/ https://www.linkedin.com/in/ivanatodorovic/ https://www.linkedin.com/posts/richardvanderblom_algorithm-insights-2024-report-v10-activity-7160527422398844928-VnlE/ 23 Proven LinkedIn Hooks Template -- GTM Strategist: ⁠⁠⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠⁠⁠ ⁠⁠⁠https://www.linkedin.com/in/majavoje/⁠⁠⁠ ⁠⁠⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠ Try Landbot - AI-powered chatbot at ⁠https://bit.ly/3WMzEWk

June 7, 202442 min

Go-To-Market Made Simple

Imagine you have to explain your GTM strategy to a room full of high school students. How would you simplify it to make it both engaging and understandable for them? In this solo episode, I simplified GTM strategy for you. Based on a field test from 100 founders, I created a template that will lead you to actionable insights in 60 minutes. Get the GTM Power Hour template here: https://miro.com/app/board/uXjVK-mFlnQ=/ All frameworks and a 350-page book on GTM with examples are available here: https://gtmstrategist.com/. -- Try Landbot - AI-powered chatbot at https://bit.ly/3WMzEWk

May 24, 202457 min

Bruno Estrella: Is Outbound the Most Undervalued GTM Motion?

Bruno Estrella is Head of Growth at Clay, a company that offers data enrichment and outbound features. More than 30,000 GTM teams use Clay. Prior to this, Bruno was Director of Marketing at Webflow, a popular low-or-no-code website builder that is a product-led business. Webflow grew to 9 figures in ARR and raised +300M. Interestingly, Bruno started his career in content marketing and paid digital, giving him a comprehensive understanding of the entire spectrum of GTM Motions. In this episode, we focused on outbound, which is often undervalued. We discussed whether there is some bias we should overcome or if we should simply learn how to sell better before we can sell at scale? Links: https://www.linkedin.com/in/brunoestrella/ https://www.clay.com/?via=299452 -- GTM Strategist: ⁠⁠⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠⁠⁠ ⁠⁠⁠https://www.linkedin.com/in/majavoje/⁠⁠⁠ ⁠⁠⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

May 17, 202450 min

Aakash Gupta: Pricing and Packaging

Aakash Gupta is an EPIC Product and Growth leader. He has vast experience in product leadership roles at hyper-growing companies such as affirm, EPIC games, and Apollo.io, where he rose to VP of Product at $1.6B Series C. He also has a mega-popular Substack (109K followers) and LinkedIn, where he has more than 200K followers. I love to joke that all the other 4Ps of marketing spend money, and pricing makes it. So why do so many people shy away from it? In this episode, we discussed pricing and packaging hands-on using examples. Links: https://www.linkedin.com/in/aagupta/ - Aakash on LinkedIn (205K) https://www.news.aakashg.com/ - Aakash’s Substack (109K) https://twitter.com/aakashg0?lang=en - Aakash on X The Ultimate Guide to B2B SaaS Pricing & Packaging (https://www.news.aakashg.com/p/ultimate-guide-b2b-saas-pricing) -- GTM Strategist: ⁠⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠⁠ ⁠⁠https://www.linkedin.com/in/majavoje/⁠⁠ ⁠⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

May 10, 202456 min

Jason Knight: From Product Leader to Consultant

Jason Knight is a product management consultant and fractional CPO. He is the host of "One Knight in Product" podcast and the accompanying community. We discussed product management, consulting, fractional roles, how to get the best value out of consultants/advisors/mentors/experts, and how to go solo if you want to. Links: https://www.linkedin.com/in/jason-knight/ https://www.oneknightinproduct.com/ https://twitter.com/onejasonknight https://oneknightinproduct.substack.com/ The article about fractional leadership: https://oneknightinproduct.substack.com/p/the-ultimate-guide-to-fractional -- GTM Strategist: ⁠⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠⁠ ⁠https://www.linkedin.com/in/majavoje/⁠ ⁠⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

March 21, 2024Episode 952 min

Matúš Kučera: Sales and Offer Creation in GTM

If you are a B2B company, it is almost inevitable that one of your top 3 GTM motions will either be cold outreach or account-based sales. It just works. And most companies that I train, mainly technical founders, would like to avoid it at all costs. They find it cringe. No one likes to be rejected, and finding high-quality resources to do it yourself is hard. I asked Matúš Kučera, a seasoned B2B sales expert and a Head of Delivery / Partner of SALESDOCk, to review my top 3 offers and give me feedback on how to improve them. Matúš helped me realize which offers are more profitable for me, how long it would take me to deliver on the promise, and what I should be pushing more of. He also consulted me on pricing models. I liked his input so much that I wanted to bring his wisdom to the GTM Strategist podcast. I hope you will benefit from listening to Matúš as much as I did. Links: https://www.linkedin.com/in/matus-kucera-1a166426/ https://www.salesdock.com/ https://www.salesdock.com/sales-academy GTM Strategist: ⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠ https://www.linkedin.com/in/majavoje/ ⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠

March 7, 2024Episode 842 min

Eleanor Thompson: Partnership-Led Growth

Eleanor Thompson is Founder & Principal Consultant at Branchworks, a London-based consultancy specializing in partnerships. In this episode, Eleanor will help us navigate the wonderful world of “stronger together” and share tactics on how to develop successful and sustainable partnerships. Eleanor has a strong portfolio of building partnerships for tech companies. She built 10 partner programs for over $50m of ARR and successfully activated over 100 partnerships. Prior to setting up Branchworks, Eleanor worked with a range of companies, including Microsoft, Softcat, Blue Prism & Fivetran. Links: https://www.linkedin.com/in/eleanorthompson10/ https://www.branchworks.io/ GTM Strategist: ⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠ https://www.linkedin.com/in/majavoje/ ⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠ Meet Maja every THU at 18:00 CET - Register for free office hours here: https://forms.gle/w9WXUWRkSTbWR2tX6

February 22, 2024Episode 759 min

Maja Voje and Andrej Peršolja: Positioning

Andrej Peršolja is a positioning expert who helps tech companies create a clear and compelling message for their products. Andrej believes products fail not because the product is bad, but because the product is miscommunicated and users don’t see the value in it. He worked with more than 200 companies so far, including names like the LinkedIn superstar Richard van der Blom. Andrej aims to make company positioning practical with his proprietary positioning framework that focuses on executing tangible tests leading to a sustainable and growing funnel. Links: https://www.linkedin.com/in/apersolja/ https://tidycal.com/tangible-growth/discovery-call https://miro.com/miroverse/startup-positioning-framework-template/ Sign up for a live positioning roast by Andrej: https://forms.gle/cgVtqsUedu1hNyn16 GTM Strategist: ⁠⁠⁠https://gtmstrategist.com/⁠⁠⁠ https://www.linkedin.com/in/majavoje/ ⁠⁠⁠https://gtmstrategist.substack.com/⁠⁠⁠ Meet Maja every THU at 18:00 CET - Register for free office hours here: https://forms.gle/w9WXUWRkSTbWR2tX6