90 Steps Go-to-Market for Your B2B Startup

Launching your B2B startup is a combined marathon and sprint. With crucial planning, precision execution, and ongoing agility, you can launch with more likelihood for success. Here’s my 90-day roadmap for developing the go-to-market for your new entity using an evolutionary marketing approach.

Week 1: Foundation Building

• Day 1: Start with the end in mind. Define your marketing objectives related to overall business goals.
• Day 2: Identify and understand your ideal customer profile.
• Day 3: Understand the market micro and macroeconomics and trends and analyze your competitors.
• Day 4: Craft your compelling vision, mission, and shared values as they relate to your unified field.
• Day 5: Solidify your USP, the unique value add you will offer each audience.
• Day 6: Set a realistic budget that aligns with your goals. Map out a detailed forecast by campaign.
• Day 7: Create a detailed launch project timeline.

Week 2: Building an Evolutionary Strategy

• Day 8: Build an evolutionary marketing strategy and plan to achieve the forecast.
• Day 9: Establish Key Performance Indicators (KPIs).
• Day 10: Visualize and structure your buyers’ funnel and what strategy plays at each stage.
• Day 11: Allocate specific budgets and targets across media channels.
• Day 12: Develop detailed buyer personas.
• Day 13: Craft your messaging framework.
• Day 14: Roll out website content and first few blog posts.

Week 3: Website Build

• Day 15: Build your website, emphasizing an optimized user experience.
• Day 16: Ensure your website is mobile-responsive.
• Day 17: Verify the site speed is good – faster load times mean better user experience.
• Day 18: Integrate technical and on-page SEO best practices.
• Day 19: Initiate your blogging platform.
• Day 20: Develop an XML sitemap for better search engine visibility.
• Day 21: Secure your site with an SSL certificate.

Week 4: Automation and CRM

• Day 22: Set up your CRM and marketing automation platform with tracking.
• Day 23: Build your prospect lists for targeted campaigns.
• Day 24: Design automated lead nurture sequences.
• Day 25: Set up efficient email workflows.
• Day 26: Embed lead capture forms across touchpoints.
• Day 27: Ensure GDPR and CAN-SPAM compliance.
• Day 28: Validate email deliverability.

Week 5: Establish Initial Social Media Footprint

• Day 29: Optimize your LinkedIn and other social media profiles.
• Day 30: Craft a dynamic content calendar (best to collate 3-6 mos or more content upfront).
• Day 31: Publish your inaugural blog piece(s).
• Day 32: Post and engage actively across social platforms.
• Day 33: Initiate an AI-automated LinkedIn connection outreach campaign.
• Day 34: Collaborate with industry influencers.
• Day 35: Test email deliverability

In the 2^nd half of your sprint to launch (weeks 6-13), focus on launch adjustments. From content creation and preparing the paid advertising, email campaigns, analytics, and lead nurturing, fine-tune, refine, and prepare for responses during the final leg weeks of your official launch.

Week 6: Content Creation and Campaign Preparation

• Day 36: Create 3-6+ months of blog articles and social content
• Day 37: Design and create your brand assets
• Day 38: Design and develop your email marketing templates
• Day 39: Design and develop your landing pages
• Day 40: Set up Google Analytics, CRM tracking and other tracking
• Day 41: Schedule social media posts in the platform for automation
• Day 42: Develop your marketing lead magnets

Week 7: Paid Digital Advertising Campaigns

• Day 43: Set up your Google Ads account
• Day 44: Conduct keyword research
• Day 45: Create digital ad campaigns (paid search, display, and retargeting)
• Day 46: Launch digital ads
• Day 47: Set a PPC budget
• Day 48: Test and track campaign performance
• Day 49: Review performance and determine how to optimize campaigns

Week 8: Content Publishing and Marketing

• Day 50: Schedule 3-6 months of Blog Posts
• Day 51: Test lead magnet(s), landing page, form submissions
• Day 52: Record video content
• Day 53: Record webinars or live Streams
• Day 54: Share or schedule content
• Day 55: Capture pilot customer reviews and testimonials
• Day 56: Promote content

Week 9: Email Campaigns

• Day 57: Set welcome emails to new subscribers
• Day 58: Launch automated drip campaigns
• Day 59: Segment email lists for personalization
• Day 60: Run email A/B tests
• Day 61: Start email cadence
• Day 62: Monitor email deliverability
• Day 63: Analyze email marketing metrics and determine how to optimize

Week 10: Analytics and Optimization

• Day 64: Review website analytics
• Day 65: Adjust/expand SEO
• Day 66: Evaluate social media ROI
• Day 67: Refine paid advertising campaigns in preparation for scale
• Day 68: Optimize landing pages
• Day 69: Fine-tune email campaigns
• Day 70: Implement conversion rate optimization (CRO) strategies

Week 11: Lead Generation and Nurturing

• Day 71: Continue content creation
• Day 72: Run lead generation test campaigns (try industry media partnerships, too)
• Day 73: Capture leads through forms
• Day 74: Segment and score leads (test your scoring levers)
• Day 75: Implement test of lead nurturing campaigns
• Day 76: Qualify and hand off leads to sales – best to use a sales pipeline
• Day 77: Review and adjust lead management processes

Week 12: Collaboration and Alignment

• Day 78: Set weekly marketing and sales sync cadence
• Day 79: Create sales enablement
• Day 80: Ensure sales sharing and engaging on social media
• Day 81: Gather feedback from sales teams – build out sales enablement as needed
• Day 82: Align on messaging, lead management, and goals
• Day 83: Collaborate with customer support teams – build out customer enablement as needed
• Day 84: Share customer insights across teams

Week 13: Official Launch

• Day 85: Draft press release and set for distribution
• Day 86: Ensure the sales team is ready with playbooks
• Day 87: Final review of campaigns ready for launch
• Day 88: Final check on website performance for scaling
• Day 89: Leadership check for sanity – ready for prime time
• Day 90: Push out and GO LIVE – YOUR STARTUP MARKETING IS ON GREEN LIGHT GO!

It’s officially launched!!

Ensure sales readiness, review campaigns, check website performance, and launch your startup with a leadership sanity check.

Launching your B2B startup marketing in 90 days demands dedication, strategy, and relentless execution. Following this roadmap will lay the groundwork for long-term, sustainable growth. Stay agile, stay focused, and let your vision take hold.

Want to learn more about an evolutionary marketing approach or need a fractional CMO to help guide you through the launch process? Check out www.dayedigital.com for my complete set of services, or join the free Evolve for Growth community at EvolveForGrowth.