In light of these circumstances, which are highly competitive and have a short attention span that has never been seen before, the traditional Go-To-Market strategy has failed to energize the startup's growth in many cases. From product-first to revenue-first to audience-first, a fresh new approach is now replete with such efficacy-they are "Audience-First go-to-markets.".
But what exactly does it mean to go "audience-first," and how does this approach reshape the growth playbook for today's B2B startups? In this blog, we'll explore the critical elements of an audience-first GTM strategy, explain why LinkedIn is the perfect platform for executing it, and provide a practical playbook for getting started.
What Exactly is Audience-First GTM?
Going audience-first means putting the needs, interests, and preferences of your target audience above all else, even above immediate conversions. Rather than focusing solely on selling, audience-first GTM emphasizes connecting with people, building trust, and sharing relevant insights that speak to their pain points.
Why?
- Builds Credibility: It builds credibility in that, time and again, it delivers the same value, thereby establishing a source and trusted authority rather than a sales pitch - an audience comes to you for insights, advice, and solutions.
- Increases Engagement: The more you make it relevant to their lives, the more they will engage with your brand, share the content, and sometimes even recommend it to others. Organic amplification is created with an engaged audience.
- Lowers Cost Per Acquisition: It lowers the cost per acquisition, as engaged audiences are easier and cheaper to convert, as they are already warmed up by the time they engage with your sales team. This results in a more efficient sales process and saves time and resources.
- Creates Brand Loyalty: It helps build brand loyalty since the continuous delivery of value helps build a loyal community that buys the product and promotes your brand. This is very effective word-of-mouth marketing in a competitive environment.
LinkedIn being the BFF platform for this:
When it comes to audience-first GTM for B2B startups, LinkedIn is the clear frontrunner. The platform has evolved from a job-hunting site to a vibrant professional network where industry leaders, business owners, and decision-makers gather to share insights, engage with trends, and connect with others.
Let’s break down why LinkedIn is ideal for an audience-first approach:
| LinkedIn Advantage | Description |
| Professional Audience | LinkedIn attracts business professionals actively seeking industry-related content. |
| Engagement Potential | High engagement through likes, comments, and shares allows for organic content spread. |
| Credibility Boost | Content from thought leaders is seen as trustworthy, providing a strong foundation for B2B GTM. |
| Targeting Capabilities | Targeting features let you reach specific demographics based on job title, industry, etc. |
| Content Variety | You can share articles, videos, infographics, and more to cater to different audience preferences. |
| Networking Opportunities | It allows for meaningful connections that can lead to partnerships, collaborations, and referrals. |
The Heart of Audience-First GTM
Audience-first GTM hinges on crafting content that resonates with your target audience’s needs and goals. It’s not about pushing products but about solving problems, providing insights, and showcasing your expertise. Here’s how to think about content for an audience-first approach:
- Educational Content: The shared posts should be well-detailed explanations of trends going on in the industry or valuable tips or complex information broken down. It illustrates that you are well-known in the field you work in to be able to input insights; for example, if the company sells CRM software, then you would share the best ways to enhance retention rates amongst customers.
- Storytelling: Explain how your product was developed, what problem it solves, and the real-world challenges your team had to overcome. For example, a brand can be relatable when it narrates the challenges that its startup faced and how the feedback of customers influenced its product roadmap.
- Data-Driven Insights: Industry research, survey results, or case studies are the best ways to get professionals to pay attention to your content. Professionals like content supported by data because it enables them to make informed decisions. For example, publishing a report on the state of remote work and its impact on team productivity can position your brand as a thought leader.
- Diverse Formats: Avoid having only text-based posts. Try out infographics, videos, podcasts, or even webinars. Myriad formats can be adapted for different types of learners to achieve better engagement.
- Regular Series: The way to create a content series is to dig very deep into one topic for many weeks. This makes people repeatedly return to your page and places you as the expert in that area.
Example Content Types for LinkedIn:
- Posts on Current Industry Trends: Address how current trends are impacting your industry, and share your perspective. Utilize relevant hashtags to increase visibility.
- Customer Stories: Share real-life success stories of customers who solved their problems with your product. Use quotes or testimonials to enhance credibility.
- Engaging Polls and Questions: Create polls to understand your audience better and encourage engagement. Ask questions that prompt discussion and invite opinions.
- Behind-the-Scenes Content: Share insights into your company culture, team dynamics, and product development process. This transparency helps humanize your brand.
- Thought Leadership Articles: Write long-form articles on LinkedIn that explore industry issues or challenges, offering your unique perspective and inviting dialogue.
Building Credibility from the Top
When it comes to B2B SaaS, founders are often the most credible voices of the brand. Content created or endorsed by founders resonates more, as it adds a layer of authenticity and personal insight that a corporate account just can’t replicate.
Here’s why founder-led content can be a crucial component of your LinkedIn strategy:
- Personal Credibility: The founders give the brand an authentic feel, which is then accessible and trustworthy. Their stories are unique and reflective of the heart of the startup.
- Unique Insights: Founders are product drivers, and they can share insider stories, learned lessons, and first experiences. This builds credit and creates a connecting point with the audience.
- Direct Engagement: It is possible to have direct contact with the comments and questions of founders by commenting back and forth on an interactive basis, intensifying the connection between the target and the founder. Directness will show a robust approach toward customer satisfaction as feedback forms an integral part of service quality.
- Inspiring Others: People traveling along a similar journey may be inspired by the shared struggles, failures, and successes. It even develops a community and feeling of belonging for your audience.
Tips for Founders Creating Content on LinkedIn:
- Share personal stories that highlight the challenges and wins of the business journey. Don’t shy away from vulnerability; audiences appreciate authenticity.
- Regularly interact with comments and messages to build a stronger connection with your audience. Thank users for their feedback and engage in discussions to show you value their input.
- Be transparent about the product’s development, challenges, and innovations—it creates relatability. For example, share how customer feedback led to a specific product feature.
- Use video content to connect on a more personal level. A short video update or a casual Q&A can humanize the brand and make it more relatable.
Leveraging UGC
Perhaps the most powerful tool in an audience-first GTM strategy is user-generated content. The voice of a third party lends credibility not from customers or partners but from industry influencers when they create content about your brand. B2B is mainly highly beneficial because it affords users a concrete endorsement of the value of a product.
How to Encourage UGC on LinkedIn:
- Partner with Customers or Influencers: Engage satisfied customers or influencers in your space to share their experiences with your product. This can be in the form of posts, videos, or testimonials.
- Create Branded Hashtags: Make it easy for them to use your brand. Have your branded hashtag and user tag so the user can join the discussion; it will put his content in an organized view and invite more.
- Run UGC Campaigns: Launch a campaign encouraging users to share stories, tips, or experiences about your product. For example, a challenge that invites users to showcase creative uses of your software could create exciting content.
- Highlight UGC in Your Content: Use user-generated content regularly on your page. This is an excellent way to appreciate your community and encourages more users to share their experiences.
Example UGC Campaign:
- Create a “#DayInTheLife” campaign where customers share how they use your product in their daily work. This not only showcases your product’s utility but also builds a community around it.
- Encourage feedback from users and share their testimonials as posts or in video content. User reviews and testimonials can be powerful persuaders for potential customers.
Audience-First GTM Isn’t Just for Big Brands
One common misconception about audience-first GTM is that it’s only feasible for large companies with extensive resources. This couldn’t be further from the truth! Startups are uniquely positioned to adopt an audience-first mindset due to their agility and direct communication channels.
Why Startups Can Excel at Audience-First GTM:
- Agility: Startups can pivot and adapt quickly based on audience feedback, making it easier to stay relevant and responsive.
- Niche Focus: Many startups target specific niches, allowing them to tailor their messaging and content precisely to their audience’s needs.
- Direct Relationships: With smaller audiences, startups can develop deeper relationships and engage directly with their customers, making it easier to foster loyalty.
- Innovative Approaches: Startups are often more willing to experiment with new content formats, engagement strategies, and partnerships, providing them with unique advantages in audience connection.
Practical Steps for Startups Implementing Audience-First GTM:
- Identify and research your target audience thoroughly. Understand their pain points, interests, and preferences, and tailor your messaging accordingly.
- Engage with your audience consistently. Use polls, questions, and comments to encourage interaction and feedback.
- Measure success through engagement metrics rather than just conversions. Look at how well your content resonates, the level of interaction, and overall sentiment to gauge effectiveness.
- Be patient and persistent. Building an audience takes time, so consistently deliver value and stay committed to your audience-first approach.
Key Metrics for Audience-First GTM on LinkedIn
To ensure your audience-first GTM strategy is effective, it’s essential to measure success accurately. Here are key metrics to track:
| Metric | Description |
| Engagement Rate | The percentage of your audience that interacts with your posts (likes, comments, shares). |
| Follower Growth | The increase in followers over a specific time, indicating growing interest in your content. |
| Post Reach | The number of unique users who see your content, reflecting how well your message is spreading. |
| Lead Generation | The number of leads generated from your LinkedIn efforts, demonstrating conversion success. |
| Website Traffic | Tracking the amount of traffic coming from LinkedIn to your website can help measure interest. |
| Content Shares | How often your content is shared by others indicates its resonance and value to the audience. |
| User Feedback | Direct feedback from your audience through comments, messages, and surveys can provide insights. |
Conclusion:
An audience-first approach to GTM on LinkedIn is not a trend but more of a transformation that allows you to keep the heart of your growth at the core. From hard selling to building relationships and bringing true value with actual listening, you set yourself for a long time for success.
This audience-first mindset will come with its fair share of investment in time and effort; however, the payoff would be tremendous. Start from a small scale, monitor your impact, and gradually grow a community around your brand. As a primary platform, LinkedIn gives you significant opportunities to connect with professionals, build thought leadership, and drive sustainable growth for your startup.
It's the age of audience expectations for authenticity and relevance. Being an audience-first organization is no longer a choice but a must. Focusing on the audience first results in driving leads; however, that is constructing a community of engaged advocates ready to fight for your brand. With this shift, your startup will begin to bloom.
