GTM – Go To Market – Google Tag Manager

GTM is mentioned in meetings and on the web, in social media posts, but it has two definitions, GTM means Go To Market and GTM means Google Tag Manager. Some TLAs have two meanings, and GTM is one of them.


Go To Market (GTM)

Go To Market (GTM) strategy in a B2B software marketing context refers to the specific plan that a company develops to successfully launch and sell a product or service to its target business customers. This strategy encompasses a wide range of activities and considerations, which are crucial for ensuring the product reaches the appropriate audience and achieves the desired business objectives.

Key components of a GTM strategy in the B2B software sector:

  1. Market Research: Before launching a product, it’s essential to understand the market environment. This includes identifying potential customers, understanding competitor offerings, and recognizing industry trends. Market research helps define the target customer segments and their pain points that the software aims to solve.
  2. Value Proposition: A clear value proposition is vital. This articulates why a customer should choose this software over competitors. It focuses on the unique benefits and features that address the specific needs and challenges of the target audience.
  3. Pricing Strategy: Deciding on the right pricing model is critical. B2B software often uses pricing structures like subscription (monthly or yearly), per-user pricing, or tiered pricing based on features or usage levels. The chosen model should align with customer expectations and industry standards while supporting the company’s revenue goals.
  4. Sales Strategy: This involves outlining how the product will be sold. In B2B software marketing, sales strategies can include direct sales through an in-house team, partnering with resellers or distributors, or using a combination of both. The strategy may also define the sales process, from lead generation to closing deals.
  5. Marketing and Promotion: Effective promotion tactics are required to generate awareness and interest in the product. This might involve content marketing, digital advertising, webinars, trade shows, and social media campaigns tailored to the needs and behaviors of business customers.
  6. Distribution Channels: Selecting the right distribution channels is essential to ensure the product is accessible to the target market. This could involve online sales through a company website, through cloud marketplaces, or through physical distribution networks, depending on the nature of the product.
  7. Customer Support and Success: Post-sale support is crucial in B2B contexts to ensure customer satisfaction and retention. This includes onboarding, customer service, and ongoing support to help customers maximize the value of the software.
  8. Metrics and Analytics: Monitoring performance using key metrics is necessary to evaluate the success of the GTM strategy and make necessary adjustments. Common metrics include customer acquisition cost, customer lifetime value, conversion rates, and revenue growth.

A Go To Market strategy for B2B software needs to be well-coordinated across different departments of a company, including marketing, sales, product development, and customer service. Its ultimate goal is not just to launch a product but to ensure it successfully reaches and resonates with the intended business audience, leading to sustained growth and profitability.

Google Tag Manager (GTM)

Google Tag Manager (GTM) is a free tool provided by Google that simplifies the process of managing and deploying marketing tags (small pieces of code or tracking pixels) on your website or mobile app without having to modify the code. Here’s a closer look at what GTM is and how it is used:

What is Google Tag Manager?

GTM acts as a middleman between your website and third-party tracking and analytics services. It stores all your configured tags, triggers, and variables in a container that you embed into your site. Once the container is in place, you can manage almost all your tracking needs from within the GTM interface without needing to change the site’s code directly.

Key Components of GTM (Google Tag Manager)

  1. Tags: These are snippets of JavaScript or HTML that send information to third parties. Examples include Google Analytics or Facebook Pixel. You can use tags for a variety of purposes like tracking page views, form submissions, or eCommerce transactions.
  2. Triggers: These define when and where tags execute. A trigger can be set to fire a tag every time a user submits a form. Another trigger fires when a user clicks a particular link.
  3. Variables: Variables store information that are used in tags and triggers. For example, a variable might store the value of a form submission or the type of page viewed.

Uses of GTM (Google Tag Manager)

  • Streamlined Tag Management: GTM allows you to manage all your tags in one place without needing to rely on developers to hard-code each change, which can be particularly useful for marketers.
  • Efficiency and Speed: Changes and additions are made quickly through the GTM interface, allowing for faster deployment and testing of new tags and strategies.
  • Error Reduction: By centralizing the tags, GTM reduces the risk of errors in code and ensures that all tags are correct.
  • Improved Performance: Loading tags asynchronously through GTM can improve page load times compared to having multiple different tags directly in your site’s code.
  • Security Features: GTM offers tools like user permissions and version control, providing security and accountability for changes made to the tags.
  • Debugging Tools: GTM includes built-in debugging features, allowing you to verify that your tags work as intended before publishing them live on your site.

Common Uses

  • Analytics: Deploy Google Analytics tracking to understand user behavior.
  • Conversion Tracking: Set up conversion tracking for ad platforms like Google Ads and Facebook to measure the effectiveness of advertising.
  • Remarketing: Implement remarketing tags to target ads to users who have previously visited your website.
  • Event Tracking: Use to track specific interactions on a website, such as downloads, link clicks, and video plays.

Overall, Google Tag Manager makes the task of managing digital marketing deployments easier and more efficient. Google Tag Manager also empowers marketers by giving them greater control over their online tracking and data collection strategies.


Here is an article on B2B Saas Go To Market Strategy

How to set up Google Tag Manager

Here is our complete list of B2B Terms and TLAs