GTM Secrets

What does it take to truly resonate with technical audiences like DevOps professionals? Join Stephen Lowisz and Derek E. Weeks, CMO of Katalon, as they explore the art and science of go-to-market strategies in the B2B software world. With over 30 years of marketing experience, Derek shares invaluable insights into reaching skeptical, hyper-curious personas with authentic, human-centered campaigns.

This engaging conversation dives into the challenges of B2B marketing, including creating demand in complex industries and overcoming resistance to promotional hype. Derek unpacks his passion for community-led marketing, offering actionable tips on building thriving communities that drive both trust and revenue. From engaging your first 10 participants to scaling a community to 100,000 members, Derek outlines proven tactics for success.

Discover how to align community-building efforts with business goals and measure their direct impact on revenue—a unique perspective that Derek outlines in his book, Unfair Mindshare. Whether you're curious about leveraging forums, Slack groups, or in-person networks, this episode offers a roadmap for marketers aiming to create meaningful connections in their industries.

Connect with Derek Weeks on LinkedIn to continue the conversation, and don’t forget to check out Unfair Mindshare on Amazon to take a deeper dive into his community-driven approach to marketing.

Get ready for an insightful deep-dive into cutting-edge go-to-market strategies with host Stephen Lowisz and guest Dasha Samson, Director of Demand Generation at inMoment. Together, they unravel the art and science of demand gen, with fresh takes on topics like account-based marketing (ABM), hyper-targeted personalization, and the pivotal role of data in driving success.

Discover how Dasha uses tools like Terminus and Dream Data to optimize targeting and segmentation, craft tailored customer journeys, and keep acquisition costs under control. Learn about the practical ways AI is reshaping marketing, from streamlining content creation to enriching customer insights. And don’t miss Dasha’s tips on balancing BDR efforts with ABM strategies and using customer experience (CX) insights to fuel growth.

This episode is packed with actionable insights for marketing pros looking to stay ahead in an evolving landscape. Whether you’re an ABM enthusiast, interested in CX, or searching for innovative ways to scale your demand gen efforts, this conversation has something for you.

Tune in and connect with your next big idea!

Join Stephen Lowisz and Div Manickam in this thought-provoking episode of "Studio Sessions," where he dives deep into transformational insights that inspire personal growth and peak performance. Stephen and Div explore strategies for elevating leadership, developing resilience, and unlocking untapped potential in both professional and personal life.

Through engaging stories, practical advice, and groundbreaking ideas, this episode offers a roadmap to mastering challenges and achieving success. Whether you're a budding entrepreneur, seasoned leader, or someone seeking inspiration, Stephen’s candid discussions will leave you motivated to take action.

Don't miss this dynamic session packed with wisdom, tools, and real-world examples to help you thrive—today and every day.

Join Stephen Lowisz as he dives deep into the world of go-to-market strategies with marketing expert and entrepreneur Keith Wright. From the boardrooms of General Motors and Google to building his own venture, SweepLift, Keith’s story is packed with valuable lessons and actionable insights.

In this episode, you’ll discover how Keith leveraged incentives to revolutionize lead generation, developed strategies to overcome challenges in digital advertising, and mastered platforms like LinkedIn and Meta for B2B marketing. Whether you’re dealing with bots, struggling to optimize ad spend, or looking for that perfect campaign formula, their conversation unpacks it all.

Stephen and Keith also explore the nuances of creative messaging, scaling campaigns, and understanding what truly catches your audience’s attention. Packed with practical tips and engaging anecdotes, this episode is a must-listen for anyone interested in sales, marketing, and data-driven advertising.

🔗 Don’t miss this episode—tune in now and get ready to elevate your go-to-market game!

Join host Stephen Lowisz as he sits down with Jean-Paul Elbekian, a marketing leader in the consumer financing space, to uncover the secrets behind creating a frictionless go-to-market experience in home improvement financing. Jean-Paul dives into how his company uses cutting-edge technology and user-friendly design to simplify the financing process—bringing results as seamless as scanning an ID and receiving a decision in just 30 seconds.

This engaging conversation highlights the power of partnerships and the importance of relationship-driven growth over relying solely on traditional advertising. Together, they explore the intricacies of marketing to home service professionals, why understanding your audience's unique needs matters, and how outbound marketing still holds strong in a skeptical digital age.

The episode also dives into the role of AI, the value of first-party data, and the future evolution of MarTech in shaping personalized and efficient marketing strategies. With recurring themes of simplicity, innovation, and maintaining a human connection, this episode is packed with insights for anyone navigating the complex world of GTM strategy.

Tune in and discover how to approach business with a long-term mindset while staying ahead in an era of constant marketing transformation.

Join Stephen Lowisz and Austin Fuller in this value-packed episode of GTM Secrets as they dive into go-to-market strategies and the fascinating world of product marketing. Austin shares his unique career journey, transitioning from sales to becoming a seasoned product marketer with experience at startups and enterprises alike. He reveals the secrets behind launching successful products, from pre-launch customer validation to creating buzz and engagement through smart messaging and education.

Discover how Austin makes complex, technical products more appealing to buyers by understanding customer pain points and crafting solutions that truly resonate. You'll also hear about the critical role of customer advisory boards in driving innovation and how AI is reshaping product marketing—from automating tedious tasks to improving messaging clarity.

Whether you're a marketer, AE, or founder, this episode is packed with actionable insights that can transform how you approach your market. Don’t miss out!

Connect with Austin Fuller on Instagram at @OstFuller or LinkedIn to continue learning from his expertise.

In this episode of GTM Secrets, host Stephen Lowisz sits down with Jared Barol, an accomplished B2B SaaS strategist with a wealth of experience spanning startups, Salesforce, and Reputation. Jared shares his fascinating career journey, from entrepreneurship to leading multi-billion-dollar go-to-market strategies for industry giants.

This insightful conversation dives into the challenges of innovating within large enterprises and contrasts them with the agility of mid-market companies. Jared offers actionable advice for startups, emphasizing the importance of focusing on repeatable sales motions and identifying ideal customer profiles (ICPs). He breaks down the nuances of competitor takeout campaigns and explains how to balance short-term performance with long-term scalability.

The duo also covers the critical role of sales enablement in driving change management and fostering innovation, offering practical strategies for companies of all sizes. Whether you're a budding entrepreneur or a seasoned executive looking to refine your GTM approach, this episode is packed with real-world insights delivered in a candid and conversational style.

Tune in for an engaging discussion full of practical takeaways and frameworks that will challenge the way you think about strategy, innovation, and growth.

Join us for an engaging and insightful episode of GTM Secrets as we sit down with Kristy Morrison, the leader of the digital intelligence and optimization team at F5. With her impressive background in both consulting and corporate roles, Kristy brings a wealth of knowledge on go-to-market strategies, customer experience, and digital optimization.

In this episode, Kristy dives deep into the art of understanding customer personas and how vital they are for creating impactful marketing strategies. She unpacks the role of AI in transforming customer experiences, offering a glimpse into the future where technology meets human needs. Kristy also shares her approach to conversion rate optimization, emphasizing the balance between data-driven decisions and creative solutions.

The conversation addresses the common issue of siloed customer experiences and how organizations can break down internal barriers to deliver seamless interactions. As AI continues to evolve, Kristy provides her perspective on the future of demand generation and SEO, exploring how businesses can stay ahead in this rapidly changing landscape.

Tune in to gain practical insights and expert advice from Kristy Morrison, and discover how to harness the power of data and technology to enhance your go-to-market efforts. Whether you're a seasoned marketer or new to the field, this episode offers valuable takeaways to elevate your strategies.

Welcome to another insightful episode of GTM Secrets, hosted by Stephen Lowisz. In this episode, Stephen is joined by Kaitlin Waite, a seasoned expert in partner marketing, to delve into the nuances of crafting robust partner marketing strategies. Kaitlin shares her journey from an accidental start in the tech space to leading successful partner marketing organizations.

This episode is a treasure trove for anyone looking to enhance their understanding of partner marketing. Kaitlin emphasizes the critical role of relationships in driving partner success and offers tactical advice on how to effectively engage with partners. She explores the dual focus on demand generation and partner enablement, shedding light on how to treat partners as an extension of your team.

Listeners will gain valuable insights into the practical aspects of partner marketing, including the use of sales methodologies for partner outreach and the importance of having the right tools for managing partner relationships. Kaitlin also discusses the co-sell model and how sales teams can effectively collaborate with partners to achieve mutual success.

Tune in to discover actionable strategies and real-world examples that can help elevate your partner marketing efforts. Whether you're in sales, marketing, or business development, this episode provides engaging and informative content that can inspire and guide your partner marketing initiatives.

In this engaging episode of "GTM Secrets," host Stephen Lowisz sits down with marketing expert Brian Coleman, whose impressive career includes tenures at Accenture and American Express. Together, they delve into the intricate world of sales and marketing strategy, focusing on the pivotal role of being customer-first. Brian shares his profound insights on understanding the psychological dimensions of customers, a crucial yet often overlooked aspect of effective marketing.

Listeners will gain a deeper appreciation for the art of cross-selling and the evolving nature of the buyer journey in today’s market landscape. As they navigate through the conversation, Stephen and Brian explore how psychographics can elevate marketing strategies beyond traditional demographics, offering a more nuanced approach to customer engagement.

The episode also forecasts the future of MarTech and demand generation, highlighting the necessity for personalized customer experiences and robust brand building. With discussions on innovative tools and strategies that are reshaping the industry, this episode is packed with valuable insights for anyone looking to refine their go-to-market strategies. Tune in for an enlightening conversation that promises to enhance your understanding of modern marketing dynamics.