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"SEO is no longer just a marketing tactic - it’s a product strategy." This was an astute observation by Eli Schwartz in a recent newsletter by GTMnow. "The problem with the content-first approach is that it often attracts traffic that doesn’t convert. You might be writing blogs about the general topic surrounding your product, but it’s not necessarily what your target users are looking for - or willing to pay for. When someone searches for a ‘customer satisfaction survey template,’ they don’t want to read an article about surveys. They want the template itself.” As GTM strategies are not meant to least forever, we share Eli's motivations to rethink SEO. Here are two other challenges with investing in Search Engine Optimization. ❌ Outsmarting the algorithm Search engines like Google continuously refine their algorithms to deliver the most relevant results. As a result, SEO strategies that worked well a few months ago might become obsolete. ❌ Over-saturation The widespread adoption of SEO best practices, fueled by generative AI, means more companies—big and small—are producing vast amounts of content optimized for search engines. The digital landscape is becoming oversaturated with optimized content, making it harder for brands to stand out. 💡 An alternative to traditional SEO? De-anonymize Google searches at the individual level. How it works: ✅ Immediate Results: Due to competition and algorithm changes, SEO efforts can take months to show significant results. Get immediate access to individuals actively searching for specific high-intent keywords. Instead of optimizing content to climb search rankings, identify the people already searching for those keywords, effectively skipping the line. ✅ ⁠High-Intent Leads: Leads with clear interest who are searching a combination of specific keywords, increasing the likelihood of conversion. ✅ Updated Data: With results updated every 7 days, businesses can have 'speed to lead'. Click the link in my profile or send me a DM if you want free sample data to see who is searching for keywords tied to your value prop and matches your ICP.

"we need this to close a deal" - The new GTMnow podcast episode is a must listen for every B2B product person. In my early days in product, I wrestled with this challenge all the time. Took me a while, to understand this, by reading/listening to Rich Mironov product bytes, coaching on JTBD by Bob Moesta and diving into the GTM world with the content from Jason M. Lemkin, April Dunford and alike. I loved hearing David’s approach: - Don't think in Sales Funnels, but Buyers Journeys - Go as far as designing products from the go-to-market motion backwards - Make sure sales comp policies are in place to only pay commission on revenue recognition (with exceptions in early product stages) to remove the future feature commitments - His take on thinking of the threads/problems of fake data by AI as an feature/product PS: If anyone has found a good tool like Avarra for practicing Product Discovery Calls, let me know in the comments 👇. Dreaming of a virtual Bob Moesta to help train on Jobs-To-Be-Done interviewing.

"Overnight success" is a myth – and it's harmful to founders who are expecting to be surprised by explosive growth. In episode GTM 109 of The GTM Podcast, Mark G. warns founders of the impact of unrealistic expectations set by today's instant-gratification culture. From Netflix to Uber, we're used to getting what we want immediately, but success in business doesn't follow that pattern. Success is a marathon, not a sprint. The drive for quick wins can lead founders to take shortcuts, neglecting the essential base-building needed for sustainable growth. Tune in to the latest episode to understand why patience, persistence, and solid fundamentals are the real keys to success.

When should you hire a contractor vs. an employee? Finding the right person with the right skillset at the right time is challenging, especially for early-stage companies. For example, if you're at a Series A startup, the right decision might be to hire a generalist employee who wants to grow, and pair them with contractors offering expertise might be the way to thrive. However, long term, you'll need to determine which makes more sense for your company. Learn more from ☁️ Cliff Simon Simon about successful early-stage hiring on Episode 117 of The GTM Podcast. #hiring #outsource #hr #startup

David Knight is the Co-founder and CEO of Avarra, an AI-powered platform that simulates human-to-human interactions to accelerate sales onboarding and training. With over 30 years of experience scaling companies from tens of millions to billions in revenue, including WebEx and Proofpoint, David brings a unique perspective on the intertwined nature of product and go-to-market. Full episode in GTM 119 on The GTM Podcast

Thanks to Scott Barker for having me as a guest on the GTM podcast! It was fun to see you interacting live with the Avarra avatars and I really enjoyed our conversation. For all of you out there asking about seeing a live Avarra demo, you can get a taste here...check it out... https://lnkd.in/g9xeaXq9

Can I convince an AI avatar CRO to come on to The GTM Podcast? I had some fun this week on the pod testing out my sales skills to see if I still got it...apparently I've lost a step or two. But luckily David Knight, co-founder and CEO of Avarra, jumped on after I got turned down by AI Bob. We talked through David's back to back runs scaling product orgs from 50M-1bn+, how he designs products backwards from GTM, how "the customer isn't always right" and what led him to founding Avarra. After playing around with these AI simulations, I'm convinced that this is how we start to close the performance/skill gap in sales. We're entering a new era - give this one a listen wherever you 🎧 to your podcasts.

4 strategies for securing enterprise customers with a PLG motion: 1️⃣ 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝘀𝗲𝗹𝗳-𝘀𝗲𝗿𝘃𝗲 𝘃𝘀. 𝘀𝗮𝗹𝗲𝘀-𝗮𝘀𝘀𝗶𝘀𝘁𝗲𝗱 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 Tailor experiences based on the prospect's role. For example, product tours adjust to show directors how a solution can solve complex challenges, like boosting communication and efficiency, while other prospects experience streamlined demos focused on core functionality. 2️⃣ 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗶𝗻𝗴 𝗶𝗻𝗯𝗼𝘂𝗻𝗱 𝗹𝗲𝗮𝗱𝘀 With PLG, inbound leads engage with the product from the start. By the time prospects book a call, they’ve explored the tool independently, allowing account executives to focus on strategic impacts, boosting executive buy-in and activation rates. 3️⃣ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗿𝗶𝗮𝗹𝘀 𝗮𝘀 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 Treat sign-ups as relationship-building steps. Trials act like “new whitepapers” - vital for attracting qualified users and gathering insights that refine the ICP. 4️⃣ 𝗦𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗼𝗻𝗲 𝘁𝗲𝗮𝗺 𝘁𝗼 𝗲𝘅𝗽𝗮𝗻𝗱 Beginning with one team, often marketing, can yield higher retention rates and establish trust. Proving value to one department opens doors across the organization, creating social proof that resonates with other teams and industries. -- 🟢 To join 50k+ other revenue leaders who receive GTM insights and news on a weekly basis, subscribe to GTMnow: https://lnkd.in/gbAeyU5V GTMnow is the media brand of GTMfund - sharing go-to-market advice from the top 1% of revenue operators, news, and our viewpoints from working with hundreds of portfolio companies.

New episode 🎙🔥 Tune in to episode GTM 119 of The GTM Podcast to get insight directly from David Knight on: - The power of AI simulations in providing experiential learning for sales reps. - Designing products backwards from the go-to-market motion. - Strategies for aligning product and sales teams to drive revenue growth. - Rethinking ramp time: it's about at-bats, not arbitrary time periods. - Shifting perspective from the sales funnel to the buyer's journey. - The future of AI in sales training and enablement. + more Available wherever you get your podcasts, including the links in the comments👇

Curious about the productization of #SEO? Here's what I learned. This morning, I was sipping on my favorite filter kopi and reading The #GTM Newsletter by GTMnow - a piece penned by Sophie Buonassisi and Scott Barker. Something caught my eye: the productization of SEO. Content is now moving toward product strategy. It’s not just about bringing a sea of folks into the funnel anymore. It’s about specifically serving your Ideal Customer Profile (ICP). For SEO, it goes back to the basics: meeting your customers where they are and giving them precisely what they want. Do read the GTM Newsletter; link in the comments 🗞️