Solutions/Go-to-Market & Brand Strategy

Go-to-market and brand strategy for B2B technology companies

B2B positioning, messaging and a go-to-market plan your leadership team can commit to. We turn real differentiation into the trust, authority and pricing power that bring the right SaaS and technology buyers closer.

Book a GTM sprint call→See what’s included
A hiker reaches a fork in a trail through a towering redwood forest and chooses the route ahead

The GTM & Positioning Sprint at a glance

Duration

4 to 6 weeks

Format

Fixed scope, fixed fee

Led by

A senior strategist with Fractional CMO experience

You leave with

ICP and buying group map, positioning, messaging house and a 90-day GTM plan

Measured on

Trust and authority first, then pipeline and revenue

The problem

Signs your B2B go-to-market strategy needs work

Each one is a positioning problem showing up somewhere else in the business.

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We’re losing share to a competitor and can’t say why

Their story reaches buyers first, and our win-loss insight is mostly anecdote.

Sales, marketing and partners all position us differently

Without one agreed narrative, every team tells its own version and buyers notice the gaps.

We’re spending across channels with no single plan

Each channel runs its own message, budget and targets, so nothing compounds.

Every deal ends in a discount conversation

When buyers can’t see a difference worth paying for, procurement sets your price.

Let’s get to work→

95%

of B2B buyers are out of market at any given time. The brands they remember when they return are the ones that win.

Source: Ehrenberg-Bass Institute for Marketing Science

Buyers choose their favourite long before they call. Positioning decides who that is, and protects the price you can charge.

The answer

Four decisions that make you the obvious choice

Where you play, why you win, what you say and how you go to market, decided together so your leadership, sellers and partners tell one story.

Market, ICP and buying group

Which segments to win, which accounts to prioritise and who in the buying group signs, blocks and influences.

  • Segment and ICP definition
  • Buying group and influencer map
  • Priority account list

Differentiated positioning

A defensible position against the real alternatives, built on value buyers will pay for, so you compete on more than price.

  • Competitive alternatives analysis
  • Value-based positioning
  • Pricing and packaging narrative

Messaging architecture

One story your website, sellers and partners all tell, adapted by persona and buying stage.

  • Messaging house
  • Persona value propositions
  • Proof points and objection handling

Go-to-market plan

Routes to market, launch sequence and budget, with brand and pipeline measures your board will recognise.

  • Direct, partner and marketplace routes
  • Launch sequencing
  • 90-day plan and measures
Build your story with us→
The character

A distinctive brand personality, designed or refreshed

Positioning tells buyers what you do. Personality is why they remember you, and consistency is why they trust you. We define how your brand thinks, sounds and shows up, whether you are building it for the first time or refreshing one that no longer fits.

Need the full visual identity built? It continues in Brand Identity & Content

New brandExisting brand

New brand

Designing a personality

For new brands, spin-outs and businesses entering a new market.

  • Brand archetype and personality traits
  • Tone of voice and messaging style
  • Brand story and visual direction brief

Existing brand

Refreshing a personality

For brands that have outgrown how they look and sound.

  • Brand perception audit
  • Keep the equity, fix what no longer fits
  • Refreshed personality, voice and visual direction
Shape your brand personality→
The journey

Six weeks from insight to a plan you can run

Built on our Labyrinth Method, with your leadership team involved at every stage.

Week 1 · Discover

Listen and look

Stakeholder interviews, customer conversations and a review of your win and loss data.

Weeks 2 to 3 · Design

Shape the story

ICP, positioning and messaging drafted and refined with your team.

Week 4 · Validate

Test it in market

Pressure-tested with your sales team and real buyers before anything is final.

Weeks 5 to 6 · Plan

Hand over the plan

A 90-day go-to-market plan with brand and pipeline measures, plus a handover workshop.

Start your six weeks→
Where you land

Strategy your team can use the next day

  1. A documented ICP, priority accounts and buying group map
  2. A positioning statement built on value buyers will pay for
  3. A messaging house your sellers and partners can use straight away
  4. Persona value propositions with proof points
  5. A 90-day go-to-market plan with owners and budget
  6. A measurement baseline that tracks trust and engagement first, then pipeline and revenue

Client story · Managed IT Service Provider · Australia

Twenty years in, ready for the next twenty

An established Australian managed IT provider, transformed by ProximityB2B for relevance and future growth.

Talk to us about your market
Get your 90-day plan→
Who it’s for

Built for B2B technology businesses at a turning point

SaaS and software scale-ups

Moving from founder-led sales to a go-to-market the whole team can repeat.

Managed service and IT providers

Standing out in a crowded MSP and MSSP market where every website sounds the same.

Technology vendors entering new markets

Launching into Australia, Africa, the UK or Europe with a story that lands locally.

See if we’re a fit→
Good questions

Go-to-market strategy FAQs

Something else on your mind? Ask us directly

What does a B2B go-to-market strategy include?

It defines who you sell to, why they should choose you over the alternatives and how you will reach them. A strong B2B go-to-market strategy aligns positioning, messaging, channels and pricing so marketing, sales and partners tell one story.

How long does the GTM sprint take?

Four to six weeks, depending on how many segments and markets are in scope.

Who needs to be involved from our side?

Your founder or CEO, sales leadership and marketing lead, for interviews and a short review at each stage.

What happens after the sprint?

You can run the plan yourself, or we can deliver it through Marketing as a Service, In-house Team Support or a Fractional CMO.

How do you measure the impact of brand strategy?

We track the signals that come first: engagement with your expertise, share of search, branded and direct traffic, win rates and the price buyers accept. They show trust and authority building in your market, and they lead the pipeline and revenue that follow.

What comes next

Five solutions, one route to revenue

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You are here
GTM & Brand StrategyICP, positioning, messaging and a 90-day plan.
Brand Identity & ContentVisual identity, sales enablement and a content engine.
AI Search & WebWebflow sites, technical SEO and visibility in AI search.
Demand Gen & RevOpsABM, demand programmes, CRM and attribution.
Partner & Channel MarketingJoint value propositions and MDF-funded demand.

Ready to Get Closer?

The First Connection Is All About You

Start with a straightforward conversation about where you are and where you want to grow.

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