Upside down website GTM strategy

↳ for horizontal products

Using Loom as an example (see image)

What is this strategy in a nutshell?

Instead of trying to bring people to your home page…

🔥 Bring them to your use case + persona page and let them work BACKWARDS

Here is why this is powerful:

📶 Marketing content gets better

This is counter-intuitive — But having more specific constraints leads to more creative outputs.

And content is easier to make!

🗺️ User journey becomes the priority

In order to get to this type of messaging, you'll need to align on the core personas and use cases.

This means connecting the dots on what the user goes through:

→ before they are using your product

→ when they are evaluating and trying your product

→ when they are purchasing your product

→ when they are consistently using your product

🤝 Forces cross-team collaboration

You'll notice the 4 situations above are owned by different groups:

→ marketing

→ product

→ sales

→ customer success

Connecting these dots means coordinating across marketing, sales, product, and customer success.

____

Consider this situation for the example shown for Loom.

You're trying to get a sales role (account executive) to consider using Loom.

👏 To do this, you create top-of-funnel content on the challenges of outbound emails in prospecting.

And then you route them to the homepage...

❌ This puts a burden on them to figure out if Loom fits for them.

And they have to navigate the entire site to find the message specifically for the situation that brought them there in the first place.

What if we brought them to the persona + use case page...

🎯 The one that specifically speaks to sales teams sending outbound emails to prospect customers.

We now have created a connected message for these prospects.

✅ And it drastically increases the likelihood of converting them to a new user.

____

So if you're a startup with a horizontal product, remember:

Your homepage is the most important door to your product but...

🚪🌟Use case & persona pages are VIP entrances.

Use them!