Launching something new into the market is one of the most exciting (and challenging) things a business can do. In today’s crowded B2B world, having a solid go-to-market (GTM) strategy can make all the difference between making a splash and barely causing a ripple.
To give you a better picture of what makes a GTM strategy really deliver, we’re sharing four success stories from very different sectors – from fintech and logistics to manufacturing and aerospace.
Each case shows a different approach, but they all share some key ingredients that you can apply to your next big move.
1. Phi Partners: new solution, strong impact
When fintech specialists Phi Partners planned their first ever GTM launch for Summit PaaS (platform as a service), they faced a real challenge. How could they introduce a cloud-based approach to a technology that had always lived on-premise? And how could they explain the benefits to a highly technical audience of 130 technology leaders spread across 85 banks worldwide? They needed to cut through the noise, grab the attention of key decision-makers, build trust and generate solid leads.
That’s where our multi-channel ‘Peak Performance’ GTM campaign came in. We crafted a journey specifically for this audience, mixing written content, videos, graphics and conversations that would educate them, address their concerns and build their confidence in this new cloud solution.
We built the campaign around a five-phase approach that walked prospects through a complete educational journey. It kicked off with a personal teaser email from Phi’s CEO, then moved through eye-catching video card direct mail, targeted content and strategic social media promotion. Every touchpoint hammered home the ‘Peak Performance’ message in a consistent way.
By using an account based marketing approach, we made sure our messaging worked together across all physical and digital channels for maximum impact in this specialist market. And did it work? Absolutely. The campaign smashed expectations by generating seven sales-qualified leads (75% above target) and delivering an incredible ROI of over 100:1.
Beyond just leads, Phi Partners saw their brand awareness soar. Their organic web traffic jumped up by 46% and LinkedIn page impressions more than doubled with a 127% increase. The industry took notice too, with the campaign scooping up nine prestigious awards, including Best Global Campaign and Best ROI.
Read the full Phi Partners case study
2. Acron Aviation: a rebrand takes flight
When L3Harris Commercial Aviation Division was sold and became Acron Aviation, they faced quite a challenge. They needed to launch this brand-new identity while making sure their customers felt secure about the quality and service they’d come to rely on. Their GTM strategy had to keep existing relationships strong while getting people excited about what was coming next.
We built our campaign around three key messages that really resonated: Evolution (positioning this as the next chapter in aviation excellence), Continuity (emphasising that the same expertise remained) and Opportunity (highlighting their newfound agility to innovate).
We took Acron’s initial brand elements and developed them into something that would work everywhere their customers might encounter them. The campaign rolled out in three carefully planned stages: first, a teaser phase to build some intrigue, then a big global launch moment to properly introduce the new brand and finally a post-launch phase to deepen engagement and start generating solid leads.
What really made this campaign sing was how everything worked together. We mixed targeted direct mail with eye-catching video cards, smart digital advertising on LinkedIn and Google, lots of PR outreach, timely emails and strategic trade media placements. This way, we made sure we reached everyone who mattered – from airline executives and training managers to pilots and technical teams all around the world.
And the results were impressive. In just two months, we reached a brand recognition metric of 90%, generated 26.9 million impressions, achieved a click-through rate of 1.6% (which is pretty exceptional in this industry), drove more than 700,000 people to the website and secured 257 pieces of PR coverage that reached an audience of 483 million. Our LinkedIn activity alone brought in 1,035 new followers and engagement rates nearly four times higher than typical industry benchmarks.
Best of all, we helped establish Acron Aviation as a global leader, supporting a smooth transition without disrupting the business, which was absolutely crucial.
Read the full Acron Aviation case study
3. Additive Industries: bringing innovation to market
When Additive Industries created their new MetalFab 300 Flex – designed as the ultimate “starter” machine for metal 3D printing – they needed a launch strategy that would make a splash in the competitive additive manufacturing market. The challenge was engaging hard-to-reach decision-makers across Europe and North America, from C-suite executives to engineers and procurement teams.
We developed a three-phase GTM campaign that built momentum cleverly over time. First, we created anticipation with targeted teaser emails and LinkedIn ads that sparked curiosity without revealing too much. Then came the big moment – unveiling the MetalFab 300 Flex at RAPID + TCT event in Los Angeles, where Additive Industries took full advantage of this major industry event to showcase the printer’s standout features.
After the launch, we kept the conversation going with engaging video case studies and downloadable resources that helped keep the MetalFab 300 Flex top-of-mind for key decision-makers long after the launch.
The results speak for themselves. Our campaign generated over 1.6 million impressions and achieved a click-through rate of 0.62%. We drove 3,459 visits to the landing page and 845 LinkedIn visits that resulted in 442 new company page follows. Perhaps most impressively, our case study videos were viewed more than 89,000 times.
This campaign didn’t just successfully launch a product – it positioned the MetalFab 300 Flex as a standout, accessible solution in the metal additive manufacturing space and set a strong precedent for future product launches.
Read the full Additive Industries case study
4. Asendia: amplifying global e-commerce voices
Asendia, a global leader in e-commerce logistics, came to us with a challenge: how could they boost awareness, generate quality leads and really cement their position as an authority in the sector? And they needed to do this across seven different markets – from the USA, UK and Nordics to APAC, Germany, Italy and Spain – while keeping their message consistent.
We created Global Retail Voices, a campaign that put Asendia right at the heart of the e-commerce conversation worldwide. Instead of just talking about themselves, they celebrated the people who are actually shaping the industry through innovation, sustainability and cutting-edge technology.
We started by researching over 200 influential retail figures before narrowing it down to the top 50 who were really making waves. Their insights and expertise became the centerpiece of an engaging eBook, which we supported with blogs and social content. We also gave each featured leader their own digital badges and banners, making it easy for them to share their recognition – and spread the word about Asendia at the same time.
The campaign rolled out in two carefully planned phases, using a mix of LinkedIn Thought Leader ads (which really resonated with C-suite executives, they accounted for 75% of impressions and 82% of clicks!), Google Display and Retargeting, targeted emails, organic content and PR.
The numbers tell the story: 5.9 million impressions, over 22,000 clicks and more than 2,100 eBook downloads across all seven regions. What’s really impressive is the 9.5% conversion rate, showing that we weren’t just reaching people, but the right people. LinkedIn followers jumped by 33% and 58 press articles gave the brand even more exposure.
By positioning Asendia as a champion of retail innovation rather than just another service provider, this campaign dramatically boosted their global brand presence and created genuine buzz in every market they serve.
Read the full Asendia case study
Key lessons for successful GTM strategies
Looking at these four very different campaigns, a few things really stand out about what makes a GTM strategy work.
Whether you’re introducing a cloud solution like Phi Partners, managing a rebrand like Acron Aviation, launching a product like Additive Industries or positioning yourself as an industry champion like Asendia, the fundamentals remain the same.
A strong GTM strategy can make all the difference between hitting the ground running and spending months trying to gain traction. It’s about really understanding your audience, finding a message that resonates, making sure all your channels work together to tell one cohesive story and integrating your sales and marketing.
If you’re planning your next market introduction and want to unlock its full potential, get in touch with our experts to explore tailored strategies that deliver results.
