When it comes to the world of B2B tech, it’s important to distinguish between a go-to-market (GTM) and a communications strategy. In order to succeed, you must do the groundwork first to define the WHY and what the main innovation of your product is going to deliver to the market.

Join us this week as we dive deep into a conversation on these topics with B2B GTM expert Karin Samoylova (Global Product Communications Manager, Digital Portfolio in Robotics - ABB). During our conversation, Karin talks about the differences between a GTM and a communications strategy, the components of each strategy, and what mistakes to avoid. She also discusses the importance of conducting the relevant market research, why storytelling is paramount, and what metrics to focus on.