In the fast-evolving world of B2B marketing, staying ahead requires access to the right strategies, expert insights, and proven frameworks. The GTM Library offers a wealth of knowledge from industry leaders, covering everything from ABM and revenue operations to growth marketing and sales alignment. This curated collection of insights from the past year highlights key trends, challenges, and innovations shaping the go-to-market (GTM) landscape. By bringing together expert perspectives and actionable strategies, the GTM Library empowers businesses to refine their approach, optimize their GTM execution, and drive measurable success. In this article, you’ll discover the most valuable GTM insights from the past year, providing the knowledge to enhance your marketing efforts, improve sales efficiency, and stay ahead in an increasingly competitive B2B environment.
Interviews: The Best of GTM Thought Leadership
Navigating Modern B2B Marketing: Insights from Lidia Lal
Lidia Lal, Head of Marketing at SAP APJ, shares her journey from storytelling to data-driven marketing leadership. She discusses the evolving role of marketing, balancing brand-building with lead generation, and integrating AI for enhanced customer experiences. Lidia also explores marketing’s alignment with revenue teams, selecting high-impact events, and optimizing campaigns with data insights. She emphasizes the synergy between AI and human creativity and the importance of fostering high-performing teams. With over 25 years in the tech industry, Lidia Lal provides invaluable insights on strategy, innovation, and leadership in modern B2B marketing.
Leveraging the Voice of the Customer with Victoria Kouyoumjian
Victoria Kouyoumjian, Director of Enterprise AI, B2B Product Marketing at Intel Corporation, shares her journey from an application developer to a GTM expert. With a strong technical background, she discusses crafting value propositions, cross-functional collaboration, executing marketing campaigns, and driving product adoption. Victoria also highlights her experience launching Amazon QuickSight at AWS and her approach to aligning global marketing strategies. From engaging developers on platforms like Reddit to optimizing KPIs for measurable success, she provides invaluable insights into building effective GTM strategies. Her expertise in translating technical concepts into compelling messaging makes her a driving force in product marketing and business growth.
Marketing that Drives Growth: Gaurav Gupta on ABM, AI, and Strategy
Gaurav Gupta, Associate Director of Account-Based Marketing at IBM, shares his expertise in data-driven decision-making, ABM evolution, AI integration, and strategic marketing. In this insightful interview, he discusses aligning marketing with revenue growth, balancing data with innovation, leveraging customer feedback, and executing impactful GTM programs. He highlights the shift from vanity metrics to meaningful KPIs and shares his experience leading a transformative HughesNet Fusion campaign in India. Gaurav emphasizes adaptability, collaboration, and personalization as keys to marketing success.
From SEO to Strategy: AlMoatassem Abo Elhamaiel on Marketing Leadership
AlMoatassem Abo Elhamaiel, Head of Marketing MEA at Lenovo, shares his journey from SEO to leading digital strategies. He offers insights into performance marketing, AI-driven personalization, brand building, and customer engagement in the MEA region. From optimizing marketing spend and balancing revenue goals to executing high-impact campaigns, Elhamaiel discusses the evolving role of marketing in a revenue-driven organization. He also highlights how AI and data-driven decision-making enhance personalization and ROI. Get insights on marketing leadership, campaign execution, and the future of digital transformation.
Sales, Marketing & Revenue: GTM Strategies Unveiled with Armando Diana
In this insightful interview, Armando Diana, Director of Product Marketing at Fortinet, shares his expertise on go-to-market strategies, aligning marketing with sales, and crafting compelling product value propositions. He delves into driving revenue growth, sales enablement, and optimizing product adoption for cybersecurity solutions. Armando also explores the evolving GTM landscape, emphasizing AI-driven personalization, account-based strategies, and experience-led growth. From effective sales collaboration to high-impact campaigns, this conversation offers valuable lessons for B2B marketers looking to enhance their product marketing approach in an ever-changing digital landscape.
Bridging Marketing, Sales, and AI for Success: Manpreet Kour’s Insights
Manpreet Kour, Director of Experiential Marketing at Cvent, shares insights on aligning marketing with GTM objectives, leveraging tech solutions, and collaborating with sales and customer success to drive B2B SaaS growth in EMEA and APAC. She discusses the role of AI in marketing, key takeaways from IMEX Frankfurt 2024, and strategies for effective experiential marketing across global markets. Manpreet also highlights the importance of cultural nuances, digital adoption trends, and compliance considerations. Additionally, Manpreet reveals leadership strategies that inspire high-performing marketing teams and foster innovation in the evolving SaaS landscape.
 GTM Leadership Unplugged: Stuart Brinicombe on Strategy, Partnership & Growth
Stuart Brinicombe, VP of GTM Strategy, Global Partner Sales & Field Enablement at Couchbase, shares insights on aligning cross-functional teams, adapting GTM strategies, and driving sales enablement. He discusses balancing marketing, sales, RevOps, leveraging data analytics for proactive strategies, and integrating regional considerations. Stuart also highlights the challenges and excitement of leading sales kick-offs, optimizing partner programs, and refining GTM tech stacks. With a strong focus on collaboration, adaptability, and data-driven decision-making, he provides actionable takeaways for revenue leaders looking to optimize their go-to-market strategies.
 GTM Strategy & CX Excellence: Insights from Julien Rio
Julien Rio, AVP of International Marketing at RingCentral, shares his journey as a GTM leader, author, and entrepreneur. With experience across B2C and B2B industries, he discusses aligning marketing with GTM strategy, enhancing customer experience, and breaking down silos for seamless collaboration. Julien also explores the role of AI in marketing, insights from his book Customer Experience Unearthed, and the challenges of market expansion. His advice? Start with clear goals, trust your team, and adapt strategies for long-term success.
Podcasts: Insightful Conversations on GTM
Building Iconic Brands: Samit Malkani from Google
In this iTech Series Fireside Chat, Samit Malkani, Head of Brand, Social & Events Marketing, SEA at Google India, takes us through his fascinating journey from traditional advertising to leading brand strategy at one of the world’s most influential companies. He shares insights on balancing short-term wins with long-term brand building, the power of cross-functional collaboration, and how data-driven marketing principles shape modern strategies. From award-winning campaigns to lessons from industry research, listen to this episode packed with valuable takeaways for marketers looking to navigate today’s dynamic landscape.
Maximizing Field Marketing Success with Kayla Drake
In this episode, we sit down with Kayla Drake, a seasoned field marketing leader, to explore the strategies behind high-impact field marketing. Kayla shares expert insights on turning events into revenue-generating opportunities, building engaged communities, and measuring success through KPIs and ROI. She also discusses overcoming last-minute event challenges, integrating AI tools for marketing efficiency, and aligning marketing with sales for pipeline acceleration. Learn how to create memorable in-person experiences, maximize event ROI, and leverage field marketing as a powerful driver of brand growth and customer engagement.
Pipeline Strategies, ABM, and AI with Winfried Schultz from Teradata
In this iTech Series Fireside Chat, Winfried Schultz dives deep into the evolving role of B2B marketing, emphasizing the shift from vanity metrics to tangible business contributions. He discusses the true product of marketing—not just leads, but pipeline and opportunities. The conversation covers the evolution of account-based marketing (ABM), the power of AI-driven personalization, and the critical need for marketers to engage directly with customers. Winfried also highlights the impact of cultural adaptation and localized marketing strategies in today’s digital-first world. Dive in for expert insights on driving real business impact through marketing.
Marketing, Tech & Customer-Centric Strategies with Ruth Rowan from Avanade
In this iTech Series Fireside Chat, we connect with Ruth Rowan, CMO at Avanade, to discuss her unconventional path into marketing and her experience leading global GTM strategies. She shares key insights on aligning marketing with business priorities, navigating regional complexities, and ensuring customer-centricity in every campaign. Ruth discusses the evolving role of marketing in tech, the importance of cross-functional collaboration, and how global strategies must be tailored for local markets. Check it out for an engaging discussion filled with actionable takeaways for marketers looking to drive impact in today’s fast-changing business landscape.
Navigating High-Growth Markets: Insights from Len Augustine
Join this insightful conversation with Len Augustine, APJ Vice President & Head of Corporate Marketing Regional Digital Hub (GDC) at SAP. With four decades of experience spanning database design, tech support, product management, and marketing leadership, Len shares his journey and expertise in go-to-market (GTM) and revenue programs. In this episode, he delves into building integrated digital customer journeys, leading change in high-growth companies, executing multi-channel demand programs, optimizing the MarTech stack for AI, and harnessing tech evangelism to engage early adopters.
Unlocking the Power of CDPs: A Fireside Chat with David Raab
In this episode of the iTech Series Fireside Chat, we sat down with marketing technology legend David Raab, founder of the CDP Institute. Raab shares insights into the evolution of customer data platforms, the role of AI in modern marketing, and the impact of privacy regulations on data-driven strategies. From his early days in direct marketing to defining the CDP category in 2013, Raab offers expert guidance on selecting the right technology to unify customer data. Tune in for an engaging discussion on the future of personalization, AI-driven marketing, and the must-have tools in today’s MarTech stack.
Guest Articles: GTM Strategies, Trends & Best Practices
The Evolution of Field and Event Marketing: Trends, Challenges, and the Future by Kayla Drake
Kayla Drake explores the evolving landscape of field and event marketing, from the pre-pandemic boom to today’s economic challenges. She reflects on the shift from large-scale events to intimate, community-driven experiences and the resurgence of in-person engagement. As recession pressures reshape budgets, she examines the role of field marketers, the rise of contract work, and the future of event marketing. With a focus on aligning with revenue goals and prioritizing quality over quantity, this guest article provides insights into navigating the industry’s next phase. Read on to discover what’s ahead for field marketing professionals in an ever-changing landscape.
Automation At The Risk Of Authenticity? In Marketing, It Is Possible to Have Both by Nicole Glickman from Avanade
In today’s marketing landscape, data-driven insights alone aren’t enough—marketers need motivating insights that drive action and create real value. This article explores how AI can enhance personalization without compromising authenticity, helping marketers navigate rising consumer expectations and business scrutiny. From automating audience segmentation to leveraging research for tailored messaging, AI can balance efficiency with authenticity. Key strategies include consolidating data, building insight-driven consumer journeys, and aligning stakeholders for agile execution. Explore how combining automation with human-driven personalization can unlock significant growth, enhance brand affinity, and position marketing as a strategic driver of business value.
Online Reputation Management Tactics for Advanced Marketers Marina Hedvizak from Reputation
Your brand’s reputation isn’t just what you say—it’s what consumers believe and share online. In an era where reviews, social media, and search results influence buying decisions, mastering online reputation management (ORM) is crucial. This article dives into practical ORM strategies, from leveraging AI for real-time insights to tracking key performance indicators like sentiment analysis and response rates. Discover how brands can proactively shape their image, bridge the gap between perception and reality, and turn feedback into growth opportunities. Stay ahead in the digital landscape with an ORM approach that builds trust, credibility, and lasting customer loyalty.
ROI-volution: Evaluating How Campaigns Drive Profit and Cash Cows by Soundarya Shrivastava from PTC
Marketing isn’t just about generating buzz—it’s about turning campaigns into real business impact. In this guest article, Soundarya Shrivastava explores how organizations can move from ‘Campaign Glow’ to ‘Cash Flow’ by setting SMART goals, targeting the right audience, and crafting compelling messaging. She delves into key strategies like leveraging audience insights, optimizing messaging channels, and measuring campaign effectiveness. Learn how to create marketing initiatives that not only engage but also drive meaningful ROI, ensuring every investment contributes to long-term growth and profitability. Discover the blueprint for high-performing campaigns that deliver real financial results.
Practical Frameworks and Takeaways for GTM Teams
In the dynamic world of B2B marketing, go-to-market (GTM) teams must continuously adapt to evolving trends, emerging technologies, and customer expectations. The GTM Library serves as a crucial resource, offering industry-leading insights, expert interviews, and actionable strategies that help marketers refine their approach, optimize execution, and drive revenue growth.
Customer-centricity and Data-driven Decision-making
- Framework: Implement a “Voice of the Customer” program. Utilize customer feedback and data analytics to refine value propositions and messaging.
- Takeaway: Shift from vanity metrics to meaningful KPIs that align with revenue growth. Leverage AI for personalized experiences and data-driven campaign optimization.
Sales and Marketing Alignment
- Framework: Foster cross-functional collaboration between sales, marketing, and revenue operations (RevOps). Implement regular alignment meetings and shared goals.
- Takeaway: Focus on sales enablement and crafting compelling product value propositions.
AI and Automation
- Framework: Integrate AI into marketing workflows for tasks like audience segmentation, personalization, and data analysis.
- Takeaway: Balance automation with authenticity in marketing efforts. Utilize AI to enhance customer experiences and drive ROI while maintaining a human touch.
 Field and Event Marketing
- Framework: Focus on creating intimate, community-driven experiences rather than large-scale events.
- Takeaway: Utilize field marketing to build engaged communities and drive pipeline acceleration. Integrate AI tools to enhance event efficiency.
Brand Building and Reputation Management
- Framework: Balance short-term wins with long-term brand building. Implement online reputation management (ORM) strategies.
- Takeaway: Proactively shape your brand’s online image and leverage customer reviews to build trust and credibility.
Strategic Partnerships and Ecosystem Engagement
- Framework: Actively build and optimize partner programs. A strong partner ecosystem can significantly expand reach and market penetration.
- Takeaway: recognize that GTM success often relies on collaborative efforts. Invest in nurturing strategic partnerships that align with your business goals. This involves clear communication, shared objectives, and mutual value creation.
Continuous Learning and Adaptation
- Framework: Embrace a culture of continuous learning and adaptation. The GTM landscape is constantly evolving, so staying agile is crucial.
- Takeaway: Encourage teams to stay updated on industry trends, emerging technologies, and best practices. Regularly review and refine GTM strategies based on data insights and market feedback. This adaptability ensures long-term relevance and competitiveness.
 Technological Infrastructure and MarTech Optimization:
- Framework: Optimize your MarTech stack for AI integration and data unification. A robust technological infrastructure is essential for efficient GTM execution.
- Takeaway: Invest in Customer Data Platforms (CDPs) and other tools that enable personalized marketing and data-driven decision-making. Regularly evaluate and update your MarTech stack to ensure it meets your evolving needs.
Conclusion
The GTM Library has been a powerhouse of insights, featuring expert interviews, deep-dive podcast discussions, and thought leadership from industry pioneers. This past year, we’ve explored key trends like AI-driven marketing, ABM evolution, sales and marketing alignment, and customer-centric strategies. From data-backed decision-making to experiential marketing, each insight has contributed to refining go-to-market strategies for businesses worldwide. As B2B marketing continues to evolve, leveraging these lessons will be crucial for staying ahead, driving revenue, and maximizing impact.
But the learning doesn’t stop here. Dive into the iTech Series for even more in-depth discussions, strategies, and actionable frameworks to refine your marketing playbook. Subscribe for updates, engage with the content, and share your thoughts with us.
