How To Get Your Go-To-Market Strategy Right – What You Should Be Considering In Your Launch Plan

Every new product or service starts with an idea, an idea to disrupt the market and solve real-world problems. But these ideas can take a long time to come to fruition. Your idea will go through concept development and creation, through new product development (NPD) and research and development (R&D), and through rigorous testing, trials and feedback processes before the final product or service is ready to launch.  

But before you can successfully launch, you need to devise a well thought out go-to-market-strategy (GTMS). It’s imperative that you get your GTMS right, because it’s not just about having a great idea or a great product, it’s about creating the right plan to bring your product to the right people in the right way.  

Without a clearly defined GTMS on how you will deliver your new product to your audience – your launch will likely fail to gain traction in the market.  

There are many different components of a successful GTMS, let’s explore some of them below.  

Target Audience: 

Defining your Target Audience (TA) is the building block to a successful launch, because it is the core foundation of your GTMS.  

Undertake research into your TA to understand their pain points and challenges, what media and marketing they consume and where they spend their time. Develop your ideal customer profile (ICP) and create buyer personas to help you craft messaging and tailor your offering to their exact requirements. If you don’t understand and define your TA from the outset, you will miss opportunities to resonate with them. 

Setting Clear Objectives and Goals: 

Do you know what your objectives are for launch? Are you looking to build brand awareness or lead with sales straight away?  

Having clearly defined objectives and goals will help inform your ongoing activity and where best to place your efforts, they are fundamental to your GTMS. SMART objectives are the best framework to use for this. 

Once you have determined what your objectives are for launch, use this information to set benchmarks and KPIs that denote success. These can be tracked throughout launch and beyond to determine how your GTMS is delivering. 

Product Differentiation / USPs: 

To successfully launch a new product or service you need to identify what makes your offering unique, especially if you are operating in an already crowded marketplace. What does your product do better or differently to others on the market and why should your TA buy from you? 

Spend time upfront understanding what your USPs (unique selling points) are and what differentiates your product, so that you can craft unique messages and value propositions that will resonate with your TA and highlight why they should pick your product above others.  

Marketing Plan: 

Once you know your TA, your objectives and goals and what your USPs are you need to create a robust marketing plan with the information you have gleaned. 

Make sure you leverage the channels that you know your ICP / TA consume and use and you tailor your messaging and comms in a way that resonates with them. 

Consider the different stages in the buyer journey, from awareness to consideration through to purchase, and craft a strategy that resonates with your TA at every stage of their journey.  

Final Note:

A successful GTMS is all in the planning and research. It will help you to understand your audience and their perceived needs and interests in your product or service and the value they place on your offering. Allowing you to create a GTMS that directly answers that need.  

Remember to stay agile in response to market feedback – continually monitor, review and optimise your activity to ensure that the GTMS is successful and continues to be aligned with your TA’s needs.  

Want to position yourself for success in the marketplace? Get in touch with our marketing team to discuss launch plans for any new product or service in your offering!  

Opinion piece by Account Director, Jess House

A small rocket takes off from a laptop

Stock photo by Vecteezy

The Resurgence of In-Person Events In a Post-COVID World

Our lives changed drastically during the pandemic. Businesses shut their doors, schools closed, gyms became an empty, lifeless space for fitness enthusiasts, and our worlds were reduced to the square footage of our homes. Locked away in our support bubbles and making the difficult decision of who to spend Christmas with.

We had the time to reflect on what and who is truly important. We thought about our families, careers, relationships, and survival. This became our new ‘normal’, getting used to our own space, seeing fewer people, and being told which way to queue in the supermarket, ensuring we were 1 metre apart.

As we reached the end of the pandemic and having been so isolated, anxiety hit. We were desperate to reconnect, rebuild civilisation and get back to the ‘normal’ we were all used to. Gathering face-to-face uncovered newfound significance. Conferences, concerts, festivals, and events were no longer mere activities; they served as catalysts for renewed inspiration.

But, the benefits of in-person gatherings extend far beyond just good feelings; they are underpinned by research:

  • Forbes Insights surveyed more than 750 business executives about their thoughts on in-person versus virtual meetings; 85% said they build stronger, more meaningful business relationships when they meet in person.
  • Research by the Harvard Business Review found that 95% of people say face-to-face meetings are a key factor in successfully building and maintaining long-term business relationships.

The return of in-person events is not just a sign of recovery; it’s an opportunity to redefine the foundations of B2B and B2C success in an era hungry for human connection and authenticity. As we navigate this new normal, the irreplaceable value of face-to-face interactions has become abundantly clear. These gatherings are not just about reclaiming lost time or celebrating our return to physical spaces; they are integral to fostering deeper, more meaningful business relationships that are the backbone of many successful B2B marketing strategies. In a world that’s rapidly advancing in digital communication tech, the power of personal connection stands unmatched. Businesses that recognise and leverage the unique opportunities presented by in-person events will not only strengthen their existing relationships but also forge new ones, setting the stage for innovation, collaboration, and growth. As we look to the future, we should embrace the lessons learned during these challenging times and continue to place a premium on the human element in all our business endeavors.

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts

Group of people sipping champagne at an in-person event

Are Whitepapers Dead?

Whitepapers have long been hailed as an indispensable tool for B2B marketers and an important part of your marketing arsenal. Originating as a traditional, academic report in higher-education settings, marketers swiftly leveraged them to become a lead generating magnet. Simultaneously helping to establish brands as credible and authoritative industry-leaders within B2B sectors.

Whitepapers remain the longest form of content you can create. They are more formal and are backed by research and offer an in-depth analysis into a specific industry topic or problem – typically signposting the reader to the solution at the conclusion.

But, with brands experimenting more and more with short-form content; the rise of snappy posts and videos; and an ever-decreasing audience attention span, it begs the question…

What value does a whitepaper still hold in the current digital landscape?

Credibility and Authority: Whitepapers are synonymous with expertise and thought leadership. Businesses can demonstrate their industry knowledge and establish credibility among their target audience by educating them about a topic, challenge or solution in their industry.

Lead Generation: Well-crafted whitepapers that are strategically promoted continue to be effective lead magnets. By offering valuable insights and solutions, businesses can attract quality leads interested in solving specific problems.

Sales Team Resource: Whitepapers can act as an additional resource for your sales team when speaking with prospects – allowing them to offer an interesting and valuable piece of content to further move prospects down the funnel.

Long-Term Value: Unlike blogs or social media posts, whitepapers have a longer shelf life. They can serve as evergreen resources that continue to attract and engage prospects long after their initial publication. Your whitepaper can be the cornerstone of your marketing strategy and approach for the next 6-12 months if strategically curated and promoted effectively.

Whilst it is true that content types have diversified because of the audience’s preference for bite-sized, easily digestible content, the benefits you can achieve with a cutting-edge, thought-provoking whitepaper highlight that they still hold a well-deserving place in modern marketing strategies. But they must be written and promoted effectively, and with relevancy, with the audiences’ changing behaviours and preferences in mind.

So, how can businesses navigate this shift?

  1. Interactive Elements: Incorporating interactive elements such as quizzes, calculators, or assessments can make whitepapers more engaging for modern audiences.
  2. Visual Enhancements: Integrating attractive and creative visuals like charts, graphs, and infographics can break up dense copy and make complex information more comprehensive and retain the reader’s attention span.
  3. Ongoing Promotion: Your marketing activity to promote your whitepaper is equally, if not more important than the content piece itself. A strong, digital marketing strategy that is aligned to your audiences’ preferences will ensure optimum opportunity for lead capture and downloads.
  4. Focus on your Audience: Will they download and read a whitepaper? Can you offer valuable insights and information that provide them tangible solutions and next steps? The whitepaper has to go above and beyond just promoting your brand or service – it needs to be a content piece that they will find interesting and valuable.

The digital marketing landscape is constantly transforming, yet whitepapers hold their ground as a pivotal resource for businesses aiming to cement their status as thought leaders, educate their audience, and drive lead generation through effective creation and promotion.

As we navigate through this evolution, it’s clear that while the environment and our audiences are constantly developing, whitepapers are far from dead and remain highly relevant. To stay alive, however, they must adapt to keep pace with these ongoing developments.

Opinion piece by Account Director, Jess House

Did you know we offer a comprehensive whitepaper campaign package, that actually delivers results?

Expertly crafted to drive downloads and gather critical prospect data, our service includes concept creation, the whitepaper itself, data purchase, direct mail, and the core components of a successful campaign: email, social, paid social, phone outreach, and dedicated account management. Benefit from regular reporting and a segmented database of your target audience to track engagement levels, including whitepaper downloads.

Contact us today to discover how our tailored whitepaper campaign can generate leads and grow your business.

A New Era of Marketing: The Rise of LinkedIn Live Events

In the aftermath of the pandemic, live events have gained even greater prominence on online platforms. Among these platforms, LinkedIn Live Events have emerged as a dynamic tool for businesses and individuals alike to connect, engage, and expand their networks. With the potential to reach a global audience at the click of a button, and boost brand awareness further than ever before, LinkedIn Live Events have become a key part of modern marketing strategies for B2B businesses.

In this blog, we’re delving into the significance of these events, best practices for hosting them, and how to leverage the data generated for further marketing endeavours.

The Global Impact

The dominance of LinkedIn as the leading professional platform is indisputable, with a membership exceeding 930 million individuals spanning across 200 countries globally. In 2022, engagement on the platform surged by an impressive 22%*.

This surge in engagement finds its roots in LinkedIn’s innovative feature: LinkedIn Live Events. These events have taken the virtual stage by storm, facilitating real-time interactions with audiences across the globe. It’s estimated that thousands of LinkedIn Live Events run each day globally*, showcasing the platform’s immense potential for connecting professionals, sharing knowledge, and driving engagement. Furthermore, live streams hosted on LinkedIn garner 7 times the reactions and a staggering 24 times the comments compared to regular videos!*

These statistics alone underscore the significance of incorporating LinkedIn Live into your marketing plan.

Key Benefits of Running LinkedIn Live Events for Brand Awareness

LinkedIn Live Events offer a myriad of benefits, particularly in boosting brand awareness:

✔️ Extended Reach: The live nature of these events attracts attention, and the potential to reach thousands of viewers can significantly amplify your brand’s visibility.

✔️ Guest Speaker Effect: Inviting guest speakers extends your reach even further, leveraging their existing networks and establishing your brand as a hub of valuable information. You can amplify this by strategically partnering with LinkedIn creators who share expertise in a related field or topic. Collaborating with creators who align with the theme of your event can provide a powerful boost to your event’s credibility and visibility.

✔️ Engagement and Authenticity: Live events create a genuine connection with your audience, humanising your brand and fostering a stronger sense of trust and loyalty.

✔️ Relevant Followers and Network Expansion: By hosting compelling events, you’ll attract more high-quality followers on LinkedIn, thereby increasing the reach of your future content.

Best Practices for Running LinkedIn Live Events

So, you’re considering integrating LinkedIn Live Events into your marketing strategy, but you’re unsure of where to begin. To help you enhance the effectiveness of your events, we’re sharing some of our pre and post-event best practices that we follow here at Air.

Pre-Event: Setting The Stage

  • Content Relevance: Craft content that resonates with your target audience’s interests and needs. This will keep them engaged and eager to participate.

  • Engaging Hosts and Guests: Invite expert guest speakers participate in your events. This not only adds credibility but also broadens your reach by tapping into their networks.

  • Promotion: Promote your event well in advance to build anticipation. A countdown is very effective. Utilise LinkedIn posts, and other social media channels to attract attendees.

  • Technical Preparation: Familiarise yourself with the streaming platform you’re using. For instance, platforms like StreamYard offer the advantage of advanced scheduling and branding options.

  • Timing: Timing plays a pivotal role in the success of LinkedIn Live Events. Carefully selecting the optimal time considers factors like time zones, audience preferences, event themes, and avoiding conflicts with other commitments. A well-timed event maximises audience participation and engagement, showcasing your consideration for their convenience and ultimately contributing to a more impactful and successful experience.

  • Data Collection: When setting up your LinkedIn Live Event, tick the box to enable the organiser to collect attendee information. This data can be extracted after the event and used for things like email marketing (we’ll talk more about this later in the blog).

  • Interactivity: During the event, encourage audience engagement through polls, Q&A sessions, and comments. Interaction creates a sense of community and helps maintain interest throughout the event.

Post-Event: Leveraging Data, Content and Email Marketing

As mentioned earlier, the data generated from LinkedIn Live Events can be a real treasure trove for your marketing efforts. Here’s how:

  • Registration Data: By enabling the registration form during event setup, you collect valuable information about your attendees. This data can include their name, job title, email address, LinkedIn Profile URL and marketing communications consent.

  • Connection Strategy: Connect with key stakeholders on LinkedIn who attend your events. This fosters a more personalised relationship and increases the likelihood of them engaging with your brand in the future.

  • Email Marketing: Utilise the collected data for targeted email marketing campaigns. Craft tailored messages that address the specific needs and preferences of your audience, driving higher engagement and conversion rates.

  • Content Recycling: After the live stream, the live event recording can be edited and distributed across diverse platforms, such as your website’s knowledge hub, YouTube channel, and other social media outlets. Through the process of repackaging the content into smaller, topic-specific segments, it becomes not only more accessible but also more digestible for a broader audience.

In conclusion, LinkedIn Live Events offer an exciting opportunity to engage with a global audience, enhance brand awareness, and strengthen your network. By following best practices, inviting guest speakers, and leveraging the power of streaming platforms like StreamYard, you can create a memorable and impactful experience for your audience. Moreover, the data collected during these events serves as a valuable resource for future marketing endeavors, especially in email marketing campaigns. As the digital landscape continues to evolve, embracing the potential of LinkedIn Live Events is an investment that can yield substantial returns in terms of brand growth and engagement.

Opinion piece by Senior Marketing Executive, Hannah Sanders

*Source: The Social Shepherd

Explore some of Air Marketing’s most successful Live Events to gain insights into our effective event management techniques:

Alternatively, if you’re looking to elevate your brand with the power of social media, get in touch here or call us on and we’ll talk you through how our expert team can help you achieve your goals with organic content marketing

Why Paid Media is Leading The Way in Modern Advertising

Traditional media or ‘offline advertising’ has always referred to more conventional forms of advertising. Predominantly channels such as TV, radio, print and direct mail which are widespread, less targeted and expensive (resulting in a lot of wastage).

The rise of digital channels and social platforms meant that the way consumers spent their time and the media they consumed shifted. Suddenly, everyone could be found online paving the way for the emergence of paid media advertising.

Paid media consists of online ads, sponsored content, display ads, social media advertising, and PPC. An ultra-targeted form of advertising, allowing advertisers to choose their placement, their audience and ensure their budget is being fully utilised to get in front of the correct audience with real-time data and analysis.

On its formation, the concept of paid media was worlds apart from its traditional counterpart, but over the years there has been a shift on the usage of both forms of marketing. Invariably, there is crossover of both channels with many traditional media outlets and channels now incorporating elements of paid media.

Traditional media outlets now have very well-established digital platforms and offer paid advertising options on their websites and apps. Traditional billboards have evolved into dynamic digital billboards which can utilise a range of effective techniques and strategies for reaching your target audience. Even traditional TV advertising has evolved to include paid media strategies and targeting to reach a very specific audience through the use of Sky AdSmart and various streaming platforms.

The way target audiences consume media continually adapts and with it, new trends and strategies for reaching them, which means the paid media landscape is ever evolving.

Paid media has evolved to become even more sophisticated, with innovative ways to reach consumers on social media (through Instagram shopping or stories which are pegged to replace the prominent feed ads we’ve become so accustomed to in recent years), through to Googles machine learning capabilities which allows Google to optimise your PPC campaigns for maximum performance using algorithms and AI to get the most out of your audience.

There’s no question about it, paid media is here to stay, and because of its range of innovative ad formats, access to real-time reporting and insight, and its highly targeted nature, it has evolved to become a marketers go-to choice during strategy and campaign planning sessions.

Opinion piece by Account Director, Jess House

Looking to elevate your business with the power of paid media? Reach out to us now, and we’ll talk you through how our expert team can help you achieve your goals. From online ads to social media advertising and PPC, we’ll craft a highly targeted strategy using real-time data and analysis to reach your ideal audience. Benefit from innovative ad formats, real-time reporting, and optimised performance through our paid media solutions.

Account-Based Marketing (ABM): Why We Love It, Understanding Its Power

Traditional marketing techniques can sometimes fall short in reaching and engaging with the right audience in today’s fast-paced business landscape. That’s where account-based marketing (ABM) steps in, reshaping the way businesses connect with prospects. 

The Rise of ABM: A Shift in Marketing

Account-based marketing represents a significant shift from the age-old quantity-focused marketing strategies to a quality-driven, hyper-personalised approach. The days of casting a wide net and hoping for leads are gone. ABM allows businesses (especially those with niche target audiences and smaller addressable markets) to focus their efforts on high-value accounts and establish meaningful relationships with key decision-makers. This tailored approach ensures that marketing resources are invested where they are most likely to yield the desired results.

Unlocking the Power of Personalisation

One of the most compelling aspects of ABM is its ability to deliver personalisation effectively across a wide range of target accounts. By leveraging technology, data analytics, and advanced targeting techniques, businesses can craft highly relevant and personalised content that speaks directly to the pain points and needs of individual accounts. Gone are the days of generic, one-size-fits-all marketing messages that fail to resonate. ABM empowers businesses to provide tailor-made solutions, building trust and credibility with their target audience.

Sales and Marketing Synergy: A Recipe for Success

For far too long, sales and marketing teams have operated in silos, causing inefficiencies, and missed opportunities. ABM bridges this divide by promoting collaboration and aligning the efforts of both departments. Through joint account planning, shared goals, and regular communication, ABM fosters a unified approach where marketing and sales work hand in hand to nurture and convert target accounts. This synergy not only improves the efficiency of the sales cycle but also enhances customer experiences, leading to better retention and increased revenue.

Tangible ROI: Measuring Success

One of the reasons why ABM has gained immense popularity is its ability to deliver measurable results. ABM allows businesses to track key metrics such as engagement rates, conversion rates, and revenue generated from target accounts. This data-driven approach empowers marketers to optimise their strategies, make informed decisions, and demonstrate the tangible return on investment that stakeholders crave.

Overcoming Challenges: Commitment and Collaboration

Implementing an ABM strategy is not without its challenges. It requires a deep understanding of target accounts, a commitment to personalised experiences, and the adoption of advanced technologies and data analytics tools. Additionally, it demands patience as it is a medium-term strategy that may not yield immediate results. However, the rewards of ABM far outweigh the initial hurdles. While the impact of ABM may take some time to fully materialise, it is important to remember that the true benefits manifest within the sales pipeline. ABM allows for the cultivation of relationships, the nurturing of leads, and the development of targeted engagement strategies that gradually move prospects through the pipeline. By consistently engaging with key accounts and delivering personalised experiences, businesses can steadily build momentum and generate valuable opportunities. Ultimately, the investment of time and resources is well worth it when businesses witness the transformative impact ABM can have on their growth trajectory.


Account-based marketing has ushered in a new era of marketing excellence, where personalised experiences and targeted strategies reign supreme. As a passionate advocate for ABM, we firmly believe that this approach offers businesses an unprecedented opportunity to connect with high-value accounts, build enduring relationships, and drive sustainable growth. By embracing the principles of ABM, businesses can unlock a world of possibilities and elevate their marketing efforts to new heights. ABM is not just a passing trend; it’s a strategic mindset that empowers businesses to thrive in the dynamic and ever-evolving landscape of modern marketing.

Opinion piece by Head of Marketing Services, Verity Studley-Wootton, and Digital Marketing Manager, Becca Duckering.