Every marketer knows that each new year comes with its own challenges—and opportunities. When planning our go-to-market strategy for this year at Text Request, I thought back to one piece of advice that’s guided me through the years: the power of keeping things simple and aligned with what we already know our customers want.
This year, we’re taking three big bets on consumer behavior, betting on three core go-to-market (GTM) principles that we believe will guide our success. Our bets aren’t about the latest shiny tactics; they’re about understanding how customers make buying decisions in a world full of choices. Here’s what we’re focused on and how we’re turning these insights into actionable GTM strategies.
When people are faced with a range of choices, most gravitate towards the “safe” option—whether that’s the market leader, a popular brand, or the tool their peers already trust. This choice minimizes risk and feels familiar, making it an easier buy.
For us at Text Request, this insight informed our go-to-market plan to go deeper into the franchise industry. Franchising is a space we’ve successfully served for years, but we’re going further, positioning ourselves as the trusted solution for franchise text messaging. Here’s how:
Our goal is to make Text Request the go-to brand for text messaging in franchising. By focusing on a niche, we increase market density and establish ourselves as the “safe” choice for our target audience. For brands looking for an example go-to-market strategy, consider identifying a niche and going all in—it’s a powerful way to build trust and increase speed to sale.
If it’s easier to buy something, people will buy more of it. We’ve seen that demand for text messaging solutions is already high, so our focus is making it as simple as possible for customers to find, understand, and buy from us.
Here’s how we’re reducing friction to improve the B2B buying experience:
By improving the customer journey, we’re seeing higher engagement and faster conversions. Although we’re not a fully product-led company, our non-demo sales have grown as we streamline the purchasing process, proving that customers are willing to buy more when it’s easy to do so.
Our third bet is that customers would rather do more with a tool they already know than learn something completely new. In other words, expansion within existing accounts is an untapped goldmine for most brands.
To build our customer expansion strategy, we’re focusing on two things:
A significant part of our marketing team’s efforts are geared toward educating customers on how they can use our service to address more of their needs. This includes targeted content, email marketing, and customer advocacy programs—all designed to help customers achieve more with what they already have.
These bets align with a deep understanding of customer behavior and a commitment to simplifying the customer journey. Each of these bets—becoming the “safe” choice, reducing buying friction, and expanding within current customers—addresses fundamental elements of human psychology, which is often the most powerful foundation for any go to market plan.
By focusing on these three principles, I believe we’re setting ourselves up for not only growth but a better customer experience overall. For those of you creating your own go-to-market strategies, consider starting with the basics.
