Insights, Marketing
founder of Rocket SaaS
Breaking into the AI space can be both exciting and challenging. When you’re working with a novel technology solution that no one has ever experienced before, explaining the value can be tough. Especially when the product operates in the background, making it hard to showcase visually, convincing potential customers can be a real challenge.
Before investing in marketing campaigns and driving traffic, getting the Go-To-Market (GTM) strategy right is essential. Crafting the right messaging, positioning, and content will determine how effectively you can generate awareness and attract qualified leads. Once the GTM strategy is established, we can then optimise the website and launch targeted marketing campaigns to drive conversions.
Here’s the hypothetical scenario I’m dealing with:
If I were responsible for turning this around, my focus would be on crafting a compelling Go-To-Market strategy, creating engaging lead magnets, and positioning the founders as thought leaders to build awareness. I’d also ensure the website is optimised to convert visitors into leads before investing heavily in driving traffic.
Before any marketing campaigns or ads are launched, the Go-To-Market (GTM) strategy must be nailed down. The GTM strategy is what will guide all of our efforts to communicate the product’s value to the right audience in a competitive space. Here’s how I’d approach the GTM strategy:
Given that the product is novel, I’d begin by refining the value proposition. The messaging must clearly communicate how the product will solve a problem or improve efficiency. This has to be done in simple, non-technical language that resonates with the target audience.
The value proposition should answer:
This messaging will guide all content creation and marketing efforts moving forward.
To narrow the focus in such a broad AI space, I would identify a few key industries where the AI solution will have the most immediate impact. For example:
In each of these industries, I would identify the key personas (C-level executives, heads of IT, data scientists, etc.) and understand their pain points, goals, and how they approach AI adoption.
The founders must be positioned as thought leaders and disruptors in the AI space. This can be achieved by:
By positioning the founders as disruptive voices, the brand gains visibility and authority early on, which will build trust with potential customers.
Once the GTM strategy is in place, it’s time to develop visual assets that can simplify complex AI concepts and make the product more tangible for potential customers.
Since the product works in the background and has little to show visually, explainer videos are a key asset. These should:
Alongside the video, I’d create diagrams and flowcharts to explain how the product integrates with existing systems and solves business problems.
If the company doesn’t have case studies yet, I would focus on creating use cases. These would provide industry-specific examples of how the product can be used, showcasing the solution’s value in real-world scenarios.
For example:
This approach makes the product relevant and tangible for potential customers, especially when AI can feel broad and abstract.
Before investing in driving traffic, I would optimise the website for conversion. The website should act as a lead-generation machine, with a clear focus on guiding visitors through the funnel.
The website’s messaging must speak directly to the pain points of the target industries and personas. Each page should have a clear headline that explains the value of the product in the simplest terms possible. The call-to-actions (CTAs) should be visible and encourage visitors to book a demo, download a free resource, or sign up for a free trial.
Since the product is new, building trust is critical. I’d include testimonials from early users or beta testers (if available) on the homepage and landing pages. If there are no testimonials yet, the website should focus on early customer feedback or industry endorsements to provide social proof and credibility.
With the website optimised and messaging in place, it’s time to drive traffic and generate leads. Instead of immediately pushing for direct sales, the goal should be to educate potential customers and raise awareness before sales outreach begins.
Since AI applies to many industries, I’d create industry-specific funnels with targeted LinkedIn ads. These ads would direct potential leads to industry-focused landing pages where they can access valuable lead magnets (like the free cyber security audit or AI readiness assessment). Ads would be tailored to:
To maximise the effectiveness of marketing and sales, aligning the two teams is essential. This starts with sharing a target account list that both teams can work from. The idea is that marketing will serve these accounts with highly targeted ads, and once they’ve engaged with the content, sales can follow up directly.
Here’s how it works:
This strategy of creating familiarity before sales outreach significantly increases the likelihood of successful engagement. By integrating marketing with sales and aligning their efforts, we ensure that the outreach feels more personalised and less like cold calling, improving conversion rates and reducing friction in the sales process.
For those who engage with the content but don’t convert, I’d implement retargeting ads. These would feature use case videos, testimonials, or case studies (if available), reminding them of the value the product provides and encouraging them to take the next step.
By executing this strategy, here’s what I’d expect:
Before spending money on paid campaigns, optimising the website and developing a clear Go-To-Market strategy would be essential to creating a solid foundation for sustainable growth.
If this approach resonates with your AI startup, I’d be happy to discuss how Rocket SaaS can help execute this strategy and drive results. Start by booking a free, no-obligation SaaS marketing strategy call today.
By Ryan James
Founder @ Rocket SaaS
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