How to Expertly Master Your Go-To-Market Strategy for B2B Success
- Dorien Morin-van Dam
- May 7
- 3 min read
Updated: Jun 20
If you’re a B2B marketer or business owner wondering how to position your brand for growth, you’re not alone.
In one of my recent Strategy Talks episodes, I sat down with Katie Hollar, founder of Market Alchemist and an expert in go-to-market positioning for B2B brands.
Together, we explored how to craft a go-to-market strategy for B2B that helps businesses stand out and win in crowded markets.
Here’s what you need to know to get it right.
Why a Go-To-Market Strategy for B2B Starts at the Top
One of the most common mistakes B2B companies make? Leaving positioning solely to the marketing team. As Katie explains, a strong go-to-market strategy for B2B starts with the founder or CEO.
It must:
Define who you are and who you serve.
Align marketing, sales, product, and service teams around the same story.
Ensure that your product or service matches your positioning.
Tip: Don’t silo positioning. It should guide your entire business strategy.
“It really needs to start with the leadership and primarily the owner or CEO building that strategy. This is what we want to be, this is who we want to target.” — Katie Holler
The Pitfalls of Poor Positioning
Katie shared these common traps B2B brands fall into:
Trying to be everything to everyone. Broad claims like “award-winning marketing agency” or “leading digital transformation” fail to resonate.
Picking the wrong category. Choose a category where you can lead—not one that’s oversaturated or irrelevant.
Changing categories too quickly. Katie’s early experience at a social media agency that pivoted to “word of mouth marketing” showed the danger of moving away from emerging opportunities.
“What if I pick a niche and then scare away other business? I hear that all the time from clients.” — Katie Holler
How to Build a Strong Go-To-Market Strategy for B2B
Here’s the roadmap Katie recommends:
Pick a category you can own. Whether it’s a niche software type or a specialized service, define where you lead.
Identify your target persona. Know who you serve and what specific pain points you solve.
Craft a clear value proposition. Make sure visitors to your website or LinkedIn profile immediately know what you do and who you help.
Focus on consistent messaging. Ensure your story is lived across your website, social media, customer reviews, and media mentions.
“You need to not just have it live on your website or in your marketing materials — it actually needs to be lived in how people talk about your brand.” — Katie Holler
How AI Is Shaping B2B Go-To-Market Strategies
AI is transforming how B2B brands go to market:
AI helps with data analysis, ideation, and content repurposing.
Large language models (LLMs) pull insights from across the web—not just your website.
Success depends on consistent, authentic storytelling across platforms, forums, and communities like Reddit.
Key takeaway: Product marketing is the new SEO. Focus on creating a cohesive presence everywhere your audience looks.
“Product marketing actually becomes the new SEO in a way because it’s all about evangelizing your stakeholders, your customers, everyone to go out and tell a consistent story about you.” — Katie Holler
Customer Feedback and Community: The Secret Sauce
Katie emphasized the growing importance of customer conversations:
Platforms like Reddit and Slack offer real, unfiltered insights into what customers want.
Encourage advocates to share genuine stories about your brand.
Monitor these spaces to shape content and messaging that speaks your customer’s language.
“People are craving real connections with other humans, especially with the rise of AI.” — Katie Holler
What’s Next for B2B Go-To-Market Strategy?
Looking ahead to 2026, expect these trends:
Lean marketing teams. More companies will leverage AI agents for tactical work while hiring fractional CMOs or specialists for strategy.
Greater demand for creative excellence. While AI supports data tasks, human creativity remains essential.
Shift from science to art. The balance is moving back toward the creative side of marketing.
“This is a great part of the conversation. If you’re watching or listening, listen back to what Katie just said, we need to all do that.” — Dorien Morin-van Dam
10 Smart Prompts to Ask ChatGPT for Go-To-Market Strategy for B2B
How do I create a go-to-market strategy for my B2B company?
What category should my B2B brand aim to own?
Can you help draft a value proposition for a B2B service business?
How can AI support my go-to-market strategy for B2B?
What’s the best way to define a target persona for B2B marketing?
How do I ensure consistent messaging across channels?
What role does Reddit play in B2B marketing research?
How can I use customer reviews in my B2B positioning?
What creative strategies should B2B brands focus on in 2026?
Can you outline a go-to-market plan for a niche B2B service?
Watch the full Strategy Talks episode now:
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