GTM Channel Discovery: PR Marketplace

The product created a new category, so buyers did not yet search for it by name. The team needed to know whether to educate the market through paid channels or reach an identifiable buyer directly. The test had to show which channels produced real advertiser sign-ups before scaling.

• +Tested five channels to a qualified-advertiser goal: cold outbound, LinkedIn, Google, agency partnerships and content
• +Aimed outbound at performance-marketing and PR leads at DTC brands and their agencies
• +Measured to brands that launched a first campaign, not just registrations
• +Compared channels on real activation and cut the laggards

• +A ranked read on which channels produced advertisers who launched
• +The reason a new-category product could not rely on search or social
• +A plan built around targeted outbound and agency partnerships

• +Outbound won. Agency partnerships then scaled it fast, because one agency could bring a batch of brands with it
• +Google lost: no one searches for a category they do not know exists, so there was no intent to capture
• +LinkedIn and content underdelivered: useful for credibility but too slow to produce advertisers who launched

This is a representative, anonymised composite of a go-to-market engagement. The client is described by what it does, never named, and the channel results illustrate the pattern we found rather than one account's exact figures. Each study reflects real engagement structure: channels were tested in parallel and measured against qualified pipeline, not vanity metrics. Talk to us about your channel mix.