Welcome to my blog, a space dedicated to share what I think particularly for and within complex B2B sectors.
Here, I share insights, strategies, and real-world examples to help small and medium-sized companies navigate the ever-evolving landscape and design strategies that work in their specific industries.
Join me as we delve into vertical GTM narratives, buyer-centric journeys, the practical use of AI, ABM, event management, and much more.
My goal is to inspire and inform, providing you with actionable knowledge to drive growth and success—and to encourage you to connect with me if you’d like support in shaping or refining your own marketing and GTM strategy.
Note - The idea is original, but the draft at times is AI assisted.
Delve into the intricacies of vertical Go-To-Market (GTM) strategies tailored for complex B2B sectors such as utilities, renewables, weather, logistics, and aviation. I'll be sharing concrete examples of positioning, messaging frameworks, and launch checklists to guide your approach. Learn how to craft compelling narratives that resonate with your target audience and drive engagement.
Over the past year, I’ve spent significant time studying how the traditional silos between marketing, sales, and customer success are dissolving in favor of Unified Marketing Operations.
AI is no longer just a “nice-to-have” add-on in marketing; it can shape every step from how you position your product to how you convert and expand pipeline. This article explores concrete, day-to-day ways to plug AI into each stage of the funnel—using Custom GPTs and smart prompts to sharpen messaging, predictive analytics to prioritize the right accounts, and intelligent co‑pilots to accelerate content, ABM, and sales enablement workflows.
Verticalization reshapes B2B marketing by shifting you from generic, one-size-fits-all outreach to deeply industry-specific strategies that feel native to each buyer’s world.
Verticalization reshapes B2B marketing by shifting you from generic, one-size-fits-all outreach to deeply industry-specific strategies that feel native to each buyer’s world.
Events are no longer just about venues, stages, and schedules—they are living systems of data, decisions, and human emotion. In this series, the focus will be on how modern event management blends AI, predictive analytics, and practical operations to create experiences that are safer, smarter, and more personal for every attendee.
Across upcoming articles, expect real-world examples from conferences, festivals, and high‑stakes corporate events: how AI can forecast crowd patterns, personalize agendas, streamline logistics, and turn thousands of interactions into clear insights for the next edition. Whether you are an event leader, marketer, or safety stakeholder, this series aims to give you playbooks you can plug into your own planning tomorrow—not just future-looking theory.
AI supports events management in very concrete, hands-on ways. Here are a few clear real-world examples.
AI is quietly becoming the unseen showrunner of modern events—planning in the background, protecting people in real time, and turning every interaction into insight for the next edition.
Buyer‑centric selling starts from a simple shift: stop forcing buyers through your process and start aligning to their decision journey. In this blog series, the focus will be on how modern B2B buying actually works—multiple stakeholders, long self‑education phases, and risk‑averse committees—and how to design sales motions that guide them to confident decisions instead of pushy pitches.
Across upcoming posts, expect practical playbooks: mapping real buyer journeys, running discovery that feels like diagnosis (not interrogation), building decision briefs for internal champions, and using content, AI, and mutual action plans to keep complex deals moving. The aim is to give sellers and product marketers concrete tools to turn “vendor conversations” into trusted‑advisor partnerships that win, renew, and expand.
Buyer‑centric selling flips the traditional script: instead of pushing a rigid sales process, you design every step around how your buyers actually research, compare, and decide.
Relative targeting helps narrow a huge “could buy” universe into a focused “most likely to buy from us now” list by ranking segments against each other, not in isolation.
Relative targeting is a B2B segmentation method that scores potential markets or accounts using two types of factors: external (market forces that drive urgency to buy) and internal (your company’s ability to win and serve that segment well). Instead of asking “Who fits our TAM?”, it asks “Which segments are both attractive and winnable for us compared to the others?”, then prioritizes only those.
Simply put, Relative targeting is a B2B segmentation method that scores potential markets or accounts using two types of factors:
Discover practical applications of AI across the entire marketing funnel. From leveraging Custom GPTs and mastering prompt engineering to harnessing predictive analytics, I'll explore how AI can transform your positioning, content creation, ABM strategies, and sales enablement efforts. Unlock the power of AI to gain a competitive edge.
Over the past year, I’ve spent significant time studying how the traditional silos between marketing, sales, and customer success are dissolving in favor of Unified Marketing Operations.
AI is no longer just a “nice-to-have” add-on in marketing; it can shape every step from how you position your product to how you convert and expand pipeline. This article explores concrete, day-to-day ways to plug AI into each stage of the funnel—using Custom GPTs and smart prompts to sharpen messaging, predictive analytics to prioritize the right accounts, and intelligent co‑pilots to accelerate content, ABM, and sales enablement workflows.
New product development and launches are where strategy meets reality: this is the moment your ideas leave the slide deck and face real buyers, real budgets, and real risk.
In this space, the focus will be on how to de‑risk that moment using tools like relative targeting—choosing the right first segments, design partners, and lighthouse customers so you are not “launching to everyone” but building for the few who are most likely to buy, adopt, and advocate.
An AI‑enabled GTM playbook for startups combines classic GTM blocks (ICP, positioning, funnel, motions) with AI at every stage: research, content, targeting, and optimization.
AI reshapes new product launches by making every step—who to target, what to say, and how to scale—faster, sharper, and more evidence-based.
Gain insights from real-world ABM campaigns and growth experiments. I'll share detailed retrospectives, dissecting what strategies worked, what fell flat, and how AI could be used to enhance future campaigns. Learn from both successes and failures to refine your marketing approach and achieve optimal results.
I'm enthusiastic about helping small and medium-sized companies elevate their marketing strategies. If you're looking for assistance with your marketing assignments or simply want to discuss the topics covered in my blog, I'd love to hear from you. Feel free to connect with me or send me an email at anitayadappa@gmail.com. Let's collaborate and achieve your marketing dreams!
Add comment
Comments