GTM Motions: Accelerate Your Results in 2024

It’s time to build a better go-to-market playbook and accelerate growth in 2024.

GTM Partners, a data-driven B2B GTM analyst firm co-founded by Sangram Vajre, has spent two years developing and refining a clear playbook on the six GTM Motions (inbound, outbound, product-led, event-led, partner-led, and community-led). 

After hundreds of interviews with B2B marketers, Sangram will share best practices and guidance, including: 

• Definitions and use cases for each of the six GTM motions
• How to tell when you need to introduce a new motion
• When to scale back and double down on what’s already working

Event-led growth: the strategic use of events, such as conferences, trade shows, webinars, and road shows, to drive business growth. The goal is to use events as a channel to attract new customers, generate leads, and create brand awareness.

Learn event-led growth best practices from ON24, a platform that engages millions of professionals every year, in a practical session with ON24 VP of Marketing, Mark Bornstein, who will share: 

• A blueprint for turning one-off events into an ongoing engagement strategy that drives continuous revenue growth
• How to create an audience-first event portfolio, from webinar series to hybrid roadshows and on-demand content
• Examples of top-performing event and content experiences across industries

Partner-led growth: working to activate sales through channel, ecosystem, referral, affiliate, reseller, and nearbound relationships.

Join PartnerStack, a platform that powers partner ecosystems, for a practical session led by PartnerStack CMO, Tyler Calder, as he shares:

• The fundamentals of a successful partner-led growth motion
• An overview of different types of partner relationships, including channel, ecosystem, referral, affiliate, reseller and nearbound
• How PartnerStack drinks its own champagne to drive indirect revenue

Community-led: creating a movement or category around a transformative idea and leveraging industry experts, influencers, and customers to drive revenue growth.

Get a real-world case study from Heinz Marketing on how they built an executive community from the ground up with a hands-on session featuring Heinz Marketing President, Matt Heinz, giving his tips for:

• Making the business case to get a community program launched
• Building a movement that fosters audience participation and relationships
• Integrating communities into a broader account-based marketing strategy

Inbound: how marketing harvests demand via paid, organic, social, email, to qualify and route to sales. 

Learn how Hubspot, the company who defined inbound marketing, remains at the forefront of this GTM motion by joining HubSpot VP of International Marketing, Susanne Rönnqvist Ahmadi, for a practical session that will cover:

• The key building blocks of an inbound marketing strategy
• How Hubspot executes against an inbound marketing playbook
• Tips and tricks to improve your inbound motion — from your blogs to your SEO — in 2024 

Outbound: coordinated and targeted outreach initiated by a company to get potential customers interested in its products or services. Outbound can include ABM, advertising, email marketing, SDRs, and content hubs.

Get a step-by-step guide on enabling sales teams to book more meetings with outbound messaging and sales operations tips from Calendly Head of Product Marketing, Jeff Hardison, who will cover:

• A framework for creating outbound messaging and sequences
• How to align sales outbound with marketing promotions
• Ways to accelerate, manage and automate the meeting booking process

Product-led growth: a business strategy that relies on using your product as the main vehicle to acquire, activate, upsell, expand, and retain customers. 

Learn how Atlassian, the champions of PLG, have built an efficient way to scale pipeline, by hearing best practices from Atlassian Head of Lifecycle Marketing, Ashley Faus, that include:

• Why having a rock-solid content strategy is the foundation of successful PLG
• How to use PLG to advance deals, upsells, usage, expansion and a sales-assisted motion
• Common pitfalls to avoid when getting a PLG motion started

After learning the tactical approaches of the six GTM motions, learn how CMOs develop an integrated playbook to accelerate revenue. 

Join a panel of marketing leaders from diverse industries, including Gaurav Bhatia from PenFed, Saranya Senguttuvan from Maersk and Tessa Barron from ON24.

You will learn from their real-world experience leveraging the motions, how to decide which motion to use, and the successes and failures they’ve had along the way.