{"id":179,"date":"2025-02-24T15:04:13","date_gmt":"2025-02-24T16:04:13","guid":{"rendered":"http:\/\/www.soapandseife.com\/?p=179"},"modified":"2025-04-12T23:28:20","modified_gmt":"2025-04-12T23:28:20","slug":"youtube-one-of-the-biggest-missed-opportunities-in-b2b-marketing","status":"publish","type":"post","link":"http:\/\/www.soapandseife.com\/index.php\/2025\/02\/24\/youtube-one-of-the-biggest-missed-opportunities-in-b2b-marketing\/","title":{"rendered":"YouTube: One of the Biggest Missed Opportunities in B2B Marketing"},"content":{"rendered":"\n<div data-elementor-type=\"wp-post\" data-elementor-id=\"85497\" class=\"elementor elementor-85497\" data-elementor-post-type=\"post\">\n<section class=\"elementor-section elementor-top-section elementor-element elementor-element-687db031 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"687db031\" data-element_type=\"section\">\n<div class=\"elementor-container elementor-column-gap-default\">\n<div class=\" elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-32d284ac\" data-fullscreen-column-settings=\"{&quot;fullscreen&quot;:&quot;&quot;}\" data-id=\"32d284ac\" data-element_type=\"column\">\n<div class=\"elementor-widget-wrap elementor-element-populated\">\n<div class=\"elementor-element elementor-element-772e607b elementor-widget elementor-widget-text-editor\" data-id=\"772e607b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n<div class=\"elementor-widget-container\">\n<p><em>Hello and welcome to <strong>The GTM Newsletter by GTMnow <\/strong>&#8211; read by 50,000+ to scale their companies and careers. GTMnow shares insight around the go-to-market strategies responsible for explosive company growth. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies.<\/em><\/p>\n<div>\n<hr \/>\n<\/div>\n<h2>YouTube is more than just another social channel<\/h2>\n<p>YouTube is both a<em> media channel AND a search engine <\/em>that presents both <em>organic AND paid<\/em> marketing opportunities.<\/p>\n<ul>\n<li>As a channel \u2013 YouTube is a content distribution platform, similar to LinkedIn or X, where companies can post videos, build an audience, and engage viewers.<\/li>\n<li>As a search engine \u2013 YouTube is the second-largest search engine in the world, with people actively searching for solutions, tutorials, and insights.<\/li>\n<\/ul>\n<p>In 2025, getting pushed through YouTube recommendation system is crucial for long-term growth, engagement, and lead generation, while keyword search optimization is useful for initial traction and credibility in topics very relevant to your audience.<\/p>\n<p>A huge thanks to <a href=\"https:\/\/www.linkedin.com\/in\/pat-rancourt\/\">Pat<\/a> and <a href=\"https:\/\/www.linkedin.com\/in\/andrey-zhuravlev-9037a129\">Andrey<\/a> of <a href=\"https:\/\/www.growthlens.co\/\">GrowthLens<\/a>, a YouTube-specific marketing agency, for their expert contribution on strategy in this edition. They\u2019ve been advising us on our GTMnow channel and the results we\u2019ve been seeing are massive, so creating an asset to help others too was a no-brainer.<\/p>\n<h2><strong>YouTube as a growth engine <\/strong><\/h2>\n<p>YouTube plays by different rules compared to other social media channels, and those who get it right unlock a compounding growth channel. Here\u2019s why:<\/p>\n<ol>\n<li><strong>Content that&#8217;s evergreen<\/strong>. Posts on most social platforms have hours, days, and sometimes up to weeks of shelf life with the algorithm. A well-optimized YouTube video ranks in search, gets recommended by the algorithm, and keeps driving views <em>for years<\/em>. This content can also be repurposed on your landing page, blog, and help center.<\/li>\n<li><strong>SEO for Google, not just YouTube<\/strong>. YouTube isn\u2019t just a platform; it\u2019s <em>owned by Google<\/em>. That means your videos can show up in Google search results, pulling in organic traffic the same way blog posts do.<\/li>\n<li><strong>Long-form = higher intent<\/strong>. On social, short-form wins. On YouTube, viewers are more open to <em>depth<\/em>. B2B and high-ticket B2C buyers are watching product deep-dives, expert interviews, and tutorials to guide their buying decisions. It\u2019s a channel for building authority, not just awareness.<\/li>\n<li><strong>Own your audience, not just your reach<\/strong> \u2013 YouTube lets you create structured content journeys, such as playlists, suggested videos, and CTAs that push viewers deeper into your ecosystem. Yes, the algorithm plays a role in who videos are surfaced to, but you can intentionally build a durable, <em>searchable<\/em> content library.<\/li>\n<\/ol>\n<p>Think of it this way: Every video you publish is like hiring both a tireless marketer and sales rep who work 24\/7, never ask for a raise, and keep getting better at generating demand over time.<\/p>\n<h2><strong>Learn from companies winning at YouTube<\/strong><\/h2>\n<p>On a <a href=\"https:\/\/www.linkedin.com\/posts\/dfallarme_12-lessons-from-12-months-as-vp-marketing-activity-7297264796582699008-mTB4?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAB-zOXwB7j95XB6LBuQURXJ8m_cTOBDTz_U\">list of 12 lessons<\/a> from the VP of Marketing at Owner, David\u2019s top lesson is that \u201cYouTube is ridiculously untapped for B2B\u201d.<\/p>\n<div class=\"captioned-image-container\">\n<figure>\n<div class=\"image2-inset\">\n<p><img loading=\"lazy\" class=\"sizing-normal\" src=\"http:\/\/www.soapandseife.com\/wp-content\/uploads\/2025\/02\/9f02243d-2429-40d7-a0b9-9162ce4bbb2b_812x300.jpg\" alt=\"\" width=\"812\" height=\"300\" data-attrs=\"{&quot;src&quot;:&quot;https:\/\/substack-post-media.s3.amazonaws.com\/public\/images\/9f02243d-2429-40d7-a0b9-9162ce4bbb2b_812x300.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:300,&quot;width&quot;:812,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:68998,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image\/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/i\/157808736?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9f02243d-2429-40d7-a0b9-9162ce4bbb2b_812x300.png&quot;,&quot;isProcessing&quot;:false}\" \/><\/p>\n<div class=\"image-link-expand\">\n<div class=\"pencraft pc-display-flex pc-gap-8 pc-reset\">\n<div class=\"pencraft pc-reset icon-container restack-image\">\u00a0<\/div>\n<div class=\"pencraft pc-reset icon-container view-image\">\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>\u00a0<\/p>\n<\/figure>\n<\/div>\n<p>Let\u2019s look at some companies nailing the YouTube game to help you apply what\u2019s working. <a href=\"https:\/\/www.growthlens.co\/\">GrowthLens<\/a> kindly breaks down 4 of their favorite channels, so that you can learn from what\u2019s working.<\/p>\n<div class=\"captioned-image-container\">\n<figure>\n<div class=\"image2-inset\">\n<p><img loading=\"lazy\" class=\"sizing-normal\" src=\"http:\/\/www.soapandseife.com\/wp-content\/uploads\/2025\/02\/80d1a085-4ed6-40a7-926b-68ec8e03b279_1440x840.jpg\" alt=\"\" width=\"1440\" height=\"840\" data-attrs=\"{&quot;src&quot;:&quot;https:\/\/substack-post-media.s3.amazonaws.com\/public\/images\/80d1a085-4ed6-40a7-926b-68ec8e03b279_1440x840.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:840,&quot;width&quot;:1440,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1551134,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image\/png&quot;,&quot;href&quot;:&quot;https:\/\/gtmnow.com\/&quot;,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/i\/157808736?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F80d1a085-4ed6-40a7-926b-68ec8e03b279_1440x840.png&quot;,&quot;isProcessing&quot;:false}\" \/><\/p>\n<div>\u00a0<\/div>\n<\/div>\n<p>\u00a0<\/p>\n<\/figure>\n<\/div>\n<h3><strong><a href=\"https:\/\/www.youtube.com\/@owner-com\">Owner.com:<\/a><\/strong><\/h3>\n<ul>\n<li><strong>Consistency: <\/strong>For the past year, Owner.com has been posting 3-4 times per month. They now consistently get 4,000 views per video, which is very strong for a B2B channel.<\/li>\n<li><strong>Call-to-action<\/strong>: The end of their videos, video description and channel info all include CTAs: watch another video, check out this valuable resource, learn how Owner.com can drive value for your restaurant.<\/li>\n<li><strong>Value-add storytelling:<\/strong> Their content focuses on digital marketing lessons, real life case studies, and actionable tips often told through the lens of a real-world example.<\/li>\n<li><strong>Packaging:<\/strong> is highly clickable. Thumbnails are intriguing and tell a story. Titles are action-oriented and punchy.<\/li>\n<li><strong>Audience interaction: <\/strong>They actively respond to comments and engage with viewers, fostering a sense of community and trust.<\/li>\n<\/ul>\n<h3><strong><a href=\"https:\/\/www.youtube.com\/@onebasemedia1166\">OneBase Media:<\/a><\/strong><\/h3>\n<ul>\n<li><strong>Educational content:<\/strong> They produce informative videos that address industry-specific topics, positioning themselves as thought leaders and providing value to their audience of tradespeople looking to up their digital marketing game.<\/li>\n<li><strong>Regular uploads:<\/strong> By publishing 1-2 videos per week, they\u2019ll keep popping up in their audiences suggested feeds to stay top of mind and act like a nurture drip.<\/li>\n<li><strong>Consistent branding:<\/strong> Their channel maintains a cohesive visual identity, enhancing brand recognition and professionalism.<\/li>\n<li><strong>Authenticity: <\/strong>Kurt, the main character in these videos, feels relatable and trustworthy. Especially considering his audience of UK tradespeople.<\/li>\n<\/ul>\n<h3><strong><a href=\"https:\/\/www.youtube.com\/@AhrefsCom\/videos\">Ahrefs<\/a><a href=\"https:\/\/www.youtube.com\/@onebasemedia1166\">:<\/a><\/strong><\/h3>\n<ul>\n<li><strong>Educational and actionable content:<\/strong> Ahrefs focuses on providing in-depth tutorials and guides on SEO and digital marketing, offering actionable insights that help viewers apply strategies effectively.<\/li>\n<li><strong>Data-driven topics: <\/strong>They utilize their own tools to identify topics with high search demand, ensuring their content aligns with audience interests and current trends.<\/li>\n<li><strong>Engaging thumbnails and titles: <\/strong>They design compelling thumbnails and craft intriguing titles to attract viewers and increase click-through rates.<\/li>\n<li><strong>Cross-promotion of tools and services: <\/strong>Their videos often demonstrate how to use Ahrefs&#8217; tools, subtly promoting their services while providing value. <em>Ex. case studies from our own marketing experiments.<\/em><\/li>\n<\/ul>\n<h3><strong><a href=\"https:\/\/www.youtube.com\/@Wise\/videos\">Wise<\/a><a href=\"https:\/\/www.youtube.com\/@onebasemedia1166\">:<\/a><\/strong><\/h3>\n<ul>\n<li><strong>Subject matter expertise: <\/strong>Wise positions itself as an expert in the field by creating educational content around international finance, currency exchange, and cross-border payments.<\/li>\n<li><strong>Short, digestible videos:<\/strong> Wise creates short, engaging videos that get straight to the point, catering to their busy professional target demographic.<\/li>\n<li><strong>Curiosity-driven thumbnails and titles: <\/strong>Most of their thumbnails involve an emotive face, this is proven to generate interest. Their titles are concise and snappy, which allow would-be viewers to quickly confirm interest with a glance after being intrigued by the thumbnail.<\/li>\n<\/ul>\n<h2>YouTube optimization checklist<\/h2>\n<p>To get specific around optimizing your YouTube channel to maximize results, go down this checklist.<\/p>\n<p><strong>1. Identify the right audience<\/strong><\/p>\n<p>Who are you trying to reach? YouTube\u2019s algorithm rewards content with a clearly defined audience. Vague or broad audiences confuse the algorithm, and will lead to your content being buried.<\/p>\n<ul>\n<li>Address industry or persona specific challenges.<\/li>\n<li>Speak directly to decision-makers.<\/li>\n<li>Post consistently\u2014to be always on your audience\u2019s mind.<\/li>\n<\/ul>\n<p><strong>2. Compelling title and thumbnails<\/strong><\/p>\n<p>This is one of the biggest opportunity areas GrowthLens sees on businesses&#8217; YouTube channels. <em>\u201cIf you can\u2019t think of a title or thumbnail before making a video, it\u2019s not a strong idea.\u201d &#8211; Paddy Galloway, Mr Beast\u2019s YouTube Consultant. <\/em><\/p>\n<ul>\n<li>Use emotion evoking, curiosity-driven, benefit-focused titles. Hire a YouTube-specific thumbnail designer to design eye-catching thumbnails that stand out in search results.<\/li>\n<li>Glance test: Can someone process this thumbnail in 2-5 seconds.<\/li>\n<\/ul>\n<p><strong>3. Provide value, don\u2019t sell<\/strong><\/p>\n<p>B2B decision-makers seek valuable information and answers, not fluff. Your videos should demonstrate your expertise by solving your prospects&#8217; problems, not selling with promotional content.<\/p>\n<ul>\n<li>Pain-point explainers.<\/li>\n<li>Case study breakdowns.<\/li>\n<li>How-to videos.<\/li>\n<\/ul>\n<p><strong>4. Keep viewers engaged<\/strong><\/p>\n<p>YouTube prioritizes watch hours and average view duration. If people click and leave quickly, your videos get buried. This is why blindly reposting podcasts or webinars rarely works on YouTube (unless you\u2019re famous).<\/p>\n<ul>\n<li>Hook viewers in the first 10-30 seconds\u2014tell them what value they\u2019ll get upfront and make them curious to watch until the end.<\/li>\n<li>Structure videos with clear segments and value payoffs to keep people engaged.<\/li>\n<li>Avoid clickbait\u2014misleading titles and thumbnails destroy viewer trust and retention.<\/li>\n<\/ul>\n<p><strong>5. Implement the right CTA<\/strong><\/p>\n<p>Every video needs a clear, compelling next step. Without it, views won\u2019t convert into leads. Consider the entire funnel from video, to description, to channel info, to your landing page &#8211; each should be working together to drive seamless conversion.<\/p>\n<ul>\n<li>Watch the next video (to drive engagement).<\/li>\n<li>Download a free, relevant and valuable resource.<\/li>\n<li>Book a demo.<\/li>\n<\/ul>\n<p>\u2014<\/p>\n<p>I would be remiss if I didn\u2019t include a shameless plug for the GTMnow YouTube channel!<\/p>\n<div class=\"captioned-image-container\">\n<figure>\n<div class=\"image2-inset\">\n<p><img loading=\"lazy\" class=\"sizing-normal\" src=\"http:\/\/www.soapandseife.com\/wp-content\/uploads\/2025\/02\/df3eaacb-98b1-4201-a93b-bfb226faed2d_981x347.jpg\" alt=\"\" width=\"981\" height=\"347\" data-attrs=\"{&quot;src&quot;:&quot;https:\/\/substack-post-media.s3.amazonaws.com\/public\/images\/df3eaacb-98b1-4201-a93b-bfb226faed2d_981x347.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:347,&quot;width&quot;:981,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:291854,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image\/png&quot;,&quot;href&quot;:&quot;https:\/\/www.youtube.com\/@GTM_now&quot;,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/i\/157808736?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fdf3eaacb-98b1-4201-a93b-bfb226faed2d_981x347.png&quot;,&quot;isProcessing&quot;:false}\" \/><\/p>\n<div>\u00a0<\/div>\n<\/div>\n<p>\u00a0<\/p>\n<\/figure>\n<\/div>\n<p>Here are a few well loved Shorts:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.youtube.com\/shorts\/158Xsnh86uQ\">Vulnerable leadership<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/shorts\/vZx0LCXFrZ4\">Don\u2019t tag tons of people in a LinkedIn post <\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/shorts\/Iu4ixuHhFJI\">SMS is the next big opportunity <\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/shorts\/R9Qi37bQQOU\">The future of content marketing: grabbing people\u2019s attention<\/a><\/li>\n<\/ul>\n<p>\u2014 Sophie<\/p>\n<div>\n<hr \/>\n<\/div>\n<p class=\"button-wrapper\" style=\"text-align: center\" data-attrs=\"{&quot;url&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/p\/youtube-one-of-the-biggest-missed?utm_source=substack&amp;utm_medium=email&amp;utm_content=share&amp;action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}\" data-component-name=\"ButtonCreateButton\"><a class=\"button primary\" href=\"https:\/\/thegtmnewsletter.substack.com\/p\/youtube-one-of-the-biggest-missed?utm_source=substack&amp;utm_medium=email&amp;utm_content=share&amp;action=share\">Share<\/a><\/p>\n<h6 style=\"text-align: center\"><em> Tag GTMnow so we can see your takeaways and help amplify them.<\/em><\/h6>\n<div>\n<hr \/>\n<\/div>\n<h4><strong> <img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f4a1.png\" alt=\"\ud83d\udca1\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> GTMfund Toolkit<\/strong><\/h4>\n<p>We asked the GTMfund community of GTM leaders what\u2019s on their reading list right now. Here are four standout recommendations:<\/p>\n<ul>\n<li>Being read by <a href=\"https:\/\/www.linkedin.com\/in\/farlan\/\">Farlan Dowell<\/a>, GTM and Sales Leader and Advisor:\n<ul>\n<li><a href=\"https:\/\/www.amazon.ca\/Technological-Republic-Power-Belief-Future\/dp\/0593798694\">The Technological Republic: Hard Power, Soft Belief, and the Future of the West &#8211; by Alexander Karp<\/a>.<\/li>\n<\/ul>\n<\/li>\n<li>Being read by <a href=\"https:\/\/www.linkedin.com\/in\/paulmander\/\">Paul Mander<\/a>, General Manager of Optery for Business:\n<ul>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/0307886239?ref=cm_sw_r_ffobk_cp_ud_dp_044JHAFA3R7RKS7ZJQ7Z&amp;ref_=cm_sw_r_ffobk_cp_ud_dp_044JHAFA3R7RKS7ZJQ7Z&amp;social_share=cm_sw_r_ffobk_cp_ud_dp_044JHAFA3R7RKS7ZJQ7Z&amp;bestFormat=true\">Good Strategy Bad Strategy: The Difference and Why It Matter &#8211; by Richard Rumelt<\/a>.<\/li>\n<\/ul>\n<\/li>\n<li>Being read by <a href=\"https:\/\/www.linkedin.com\/in\/irinajordan\/\">Irina Jordan<\/a>, Head of Demand Gen at Chowly:\n<ul>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/1637743629?ref_=ppx_hzsearch_conn_dt_b_fed_asin_title_1\">Mastering Uncertainty: How Great Founders, Entrepreneurs, and Business Leaders Thrive in an Unpredictable World &#8211; by Matt Watkinson<\/a>.<\/li>\n<\/ul>\n<\/li>\n<li>Being read by <a href=\"https:\/\/www.linkedin.com\/in\/rharris415\/\">Richard Harris<\/a>, Sales Leader and Author:\n<ul>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/0593593952?ref=cm_sw_r_ffobk_cso_cp_apin_dp_7MP8XNFX95ECH9GFE3W4&amp;ref_=cm_sw_r_ffobk_cso_cp_apin_dp_7MP8XNFX95ECH9GFE3W4&amp;social_share=cm_sw_r_ffobk_cso_cp_apin_dp_7MP8XNFX95ECH9GFE3W4&amp;starsLeft=1&amp;bestFormat=true\">The Coming Wave: Technology, Power, and the Twenty-first Century\u2019s Greatest Dilemma &#8211; by Mustafa Suleyman<\/a>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div>\n<hr \/>\n<\/div>\n<h4><strong><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f442.png\" alt=\"\ud83d\udc42\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> More for your eardrums<\/strong><\/h4>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/joedimento\/\">Joe DiMento<\/a> is the Head of Go-To-Market &amp; Industry Partnerships at Bain Capital Ventures. Previously, he was an operating partner at Fractal Software, helping launch vertical software companies and find product-market fit. Before that, <strong>he was the first <\/strong><em><strong>non-founder seller<\/strong><\/em><strong> at three startups<\/strong>, turning early traction into a repeatable sales motion. He began his career at Google and Bain &amp; Company and holds an MBA from Stanford GSB.<\/p>\n<div id=\"youtube2-sn90AoxMCMI\" class=\"youtube-wrap\" data-attrs=\"{&quot;videoId&quot;:&quot;sn90AoxMCMI&quot;,&quot;startTime&quot;:null,&quot;endTime&quot;:null}\" data-component-name=\"Youtube2ToDOM\">\n<div class=\"youtube-inner\"><\/div>\n<\/div>\n<blockquote>\n<p><em><a href=\"https:\/\/gtmnow.com\/gtm-134-when-to-hire-your-first-sales-reps-joe-dimento\/\">GTM 134: When to Hire Your First Sales Reps (And How to Get It Right) with Joe DiMent<\/a>o<\/em><\/p>\n<\/blockquote>\n<p>Listen on <a href=\"https:\/\/podcasts.apple.com\/in\/podcast\/the-gtm-podcast\/id1369291464\">Apple<\/a>, <a href=\"https:\/\/open.spotify.com\/show\/2SA1dgQ2Yc5t4V5GcBLnD2\">Spotify<\/a>, <a href=\"https:\/\/www.youtube.com\/watch?v=4BDfZ1BiTPQ&amp;list=PLGXnz4Tyz3-SfJ5DPByHtUOQOFB3yJ6zZ\">YouTube<\/a>, or wherever you get your podcasts by searching \u201cThe GTM Podcast.\u201d<\/p>\n<div>\n<hr \/>\n<\/div>\n<h4><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f680.png\" alt=\"\ud83d\ude80\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/><strong> Startup to watch<\/strong><\/h4>\n<p><strong><a href=\"https:\/\/www.linkedin.com\/posts\/kylecnorton_proud-to-share-the-ownercom-was-named-activity-7298336638147928064-Zuf-?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAB-zOXwB7j95XB6LBuQURXJ8m_cTOBDTz_U\">Owner<\/a><\/strong><a href=\"https:\/\/www.linkedin.com\/posts\/kylecnorton_proud-to-share-the-ownercom-was-named-activity-7298336638147928064-Zuf-?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAB-zOXwB7j95XB6LBuQURXJ8m_cTOBDTz_U\"> &#8211; named as a Top 100 Fastest Growing Product in G2\u2019s Best Products List<\/a>. They ranked #28 out of 125,912 total products in this category.<\/p>\n<p><strong><a href=\"https:\/\/www.houseware.io\/blog\/houseware-joins-launchdarkly-a-new-chapter-begins\">Houseware<\/a><\/strong><a href=\"https:\/\/www.houseware.io\/blog\/houseware-joins-launchdarkly-a-new-chapter-begins\"> &#8211; just got acquired by LaunchDarkly<\/a>. By joining forces, Houseware is bringing warehouse-native product analytics to a world-class platform used by over 5,500 enterprises including a quarter of the Fortune 500.<\/p>\n<p><strong><a href=\"https:\/\/www.linkedin.com\/posts\/superhuman-co_superhuman-ai-already-helps-you-read-write-activity-7298024425243693057-In4\">Superhuman<\/a><\/strong><a href=\"https:\/\/www.linkedin.com\/posts\/superhuman-co_superhuman-ai-already-helps-you-read-write-activity-7298024425243693057-In4\"> &#8211; announced the launch of some big exciting updates to Superhuman AI.<\/a> These updates include automatically organizing your inbox, emails that write themselves, along with features like workflows and auto reminders to help make work effortless. Dive into the new features and see how they elevate your productivity.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h4><strong><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f440.png\" alt=\"\ud83d\udc40\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> More for your eyeballs<\/strong><\/h4>\n<p><a href=\"https:\/\/thetransactionpod.com\/episodes\/selling-like-a-real-human-being-with-scott-barker-ep-41\">Sell Like a Human conversation around all things sales, venture capital, and go-to-market<\/a>. Scott Barker shares why focus can give sales reps superpowers, the outsized impact of warm introductions when building pipeline, and how focusing on uniquely human skills can help you excel in sales.<\/p>\n<p><a href=\"https:\/\/gtmnow.com\/how-to-fundraise-in-the-toughest-market-in-two-decades-i-e-relationship-selling-101\/\">The 7 steps GTMfund took to oversubscribe a fundraise in the toughest market in two decades<\/a>. Raising a fund, securing capital for a startup, or even selling into the enterprise all share a common foundation: relationship-driven sales. Given how tough this market is, we figured it would be valuable to break down exactly how we did it.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/shorts\/4QEQ2LniVdU\">Why startup founders need to develop their voice<\/a>. For some founders, building out your personal brand can feel like a chore, but it is the best way to build trust with your target audience. Once people trust you and think of you as a thought leader, they are willing to pay you for advice, making you one of the most powerful individuals in your niche.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h4><strong><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f525.png\" alt=\"\ud83d\udd25\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> Hottest GTM jobs of the week<\/strong><\/h4>\n<ol>\n<li><a href=\"https:\/\/jobs.ashbyhq.com\/amper\/5eb7ee5b-7ab5-43f9-82e4-16af750374b5\">Director of Sales<\/a> at Amper <em>(Remote &#8211; Chicago \/ San Francisco)<\/em><\/li>\n<li><a href=\"https:\/\/apply.workable.com\/document-crunch\/j\/3DDF48E4C0\/\">Sales Enablement Manager<\/a> at Document Crunch <em>(Hybrid &#8211; Atlanta)<\/em><\/li>\n<li><a href=\"https:\/\/ats.rippling.com\/closinglock\/jobs\/df9539b0-df49-4a29-81b6-7fdd4292cac2\">Customer Marketing Manager<\/a> at Closinglock <em>(Austin)<\/em><\/li>\n<li><a href=\"https:\/\/ats.rippling.com\/armada-careers\/jobs\/34ee48bc-3a51-4360-84a5-5869811e2027\">Head of Revenue Operations<\/a> at Armada <em>(Remote &#8211; US)<\/em><\/li>\n<li><a href=\"https:\/\/jobs.ashbyhq.com\/vanta\/06aee7b2-fad5-4559-a010-3b979324fbef\">Manager, Ramp Acceleration<\/a>, SDR at Vanta <em>(Hybrid &#8211; San Francisco)<\/em><\/li>\n<\/ol>\n<p>See more top GTM jobs on the <a href=\"https:\/\/jobs.gtmfund.com\/jobs\">GTMfund Job Board<\/a>.<\/p>\n<p><em>If you\u2019re looking to scale your sales and marketing teams with top talent, we couldn\u2019t recommend our partner <a href=\"https:\/\/www.pursuitsalessolutions.com\/gtm\">Pursuit<\/a> more. We work closely together to be able to provide the top go-to-market talent for companies on a non-retainer basis.<\/em><\/p>\n<div>\n<hr \/>\n<\/div>\n<h4><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f4f9.png\" alt=\"\ud83d\udcf9\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> <strong>Upcoming digital live event<\/strong><\/h4>\n<p><strong>The Operator Investor: Angel Investing. <\/strong>On February 26th (and available on-demand exclusively for registrants), seasoned operator-investors will share how they got started, how they source and evaluate opportunities, what they\u2019ve learned from their best (and toughest) investments, and more.<\/p>\n<div class=\"captioned-image-container\">\n<figure>\n<div class=\"image2-inset\"><img loading=\"lazy\" class=\"sizing-normal\" src=\"http:\/\/www.soapandseife.com\/wp-content\/uploads\/2025\/02\/24894554-f2ab-42ac-8fee-4a544c3314a5_2240x1260-2.jpg\" alt=\"\" width=\"1456\" height=\"819\" data-attrs=\"{&quot;src&quot;:&quot;https:\/\/substack-post-media.s3.amazonaws.com\/public\/images\/24894554-f2ab-42ac-8fee-4a544c3314a5_2240x1260.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1086730,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image\/png&quot;,&quot;href&quot;:&quot;https:\/\/events.gtmnow.com\/theoperatorinvestor\/&quot;,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:null,&quot;isProcessing&quot;:false}\" \/><\/div>\n<\/figure>\n<\/div>\n<p class=\"button-wrapper\" style=\"text-align: center\" data-attrs=\"{&quot;url&quot;:&quot;https:\/\/events.gtmnow.com\/theoperatorinvestor\/&quot;,&quot;text&quot;:&quot;Register&quot;,&quot;action&quot;:null,&quot;class&quot;:null}\" data-component-name=\"ButtonCreateButton\"><strong><a class=\"button primary\" href=\"https:\/\/events.gtmnow.com\/theoperatorinvestor\/\">REGISTER<\/a><\/strong><\/p>\n<p><strong>The Power of GTMfund\u2019s Operator-Led Model: <\/strong>On February 27th, Paul Irving and Scott Barker discuss the power of operator-led venture capital. They&#8217;ll break down the unique flywheel that fuels their success \u2014 the fund, the community, and the media \u2014 and how it drives better outcomes for startups and investors alike.<\/p>\n<div class=\"captioned-image-container\">\n<figure>\n<div class=\"image2-inset\">\n<p><img loading=\"lazy\" class=\"sizing-normal\" src=\"http:\/\/www.soapandseife.com\/wp-content\/uploads\/2025\/02\/204384f6-1d55-4f61-b5a2-860b9b5cc623_2400x1254.jpg\" alt=\"\" width=\"1456\" height=\"761\" data-attrs=\"{&quot;src&quot;:&quot;https:\/\/substack-post-media.s3.amazonaws.com\/public\/images\/204384f6-1d55-4f61-b5a2-860b9b5cc623_2400x1254.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:761,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:667827,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image\/png&quot;,&quot;href&quot;:&quot;https:\/\/angellist.zoom.us\/webinar\/register\/4117399335008\/WN_wEULOOp3T3yiuJlJGjj9yA#\/registration&quot;,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/i\/157808736?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F204384f6-1d55-4f61-b5a2-860b9b5cc623_2400x1254.png&quot;,&quot;isProcessing&quot;:false}\" \/><\/p>\n<div style=\"text-align: center\"><strong><a class=\"button primary\" href=\"https:\/\/angellist.zoom.us\/webinar\/register\/4117399335008\/WN_wEULOOp3T3yiuJlJGjj9yA#\/registration\">Register for Breaking the Mold<\/a><\/strong><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<div>\n<hr \/>\n<\/div>\n<h4><strong><img src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f5d3.png\" alt=\"\ud83d\uddd3\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> GTM industry events<\/strong><\/h4>\n<p><em>Upcoming go-to-market events you won\u2019t want to miss:<\/em><\/p>\n<ul>\n<li>The GTM Workshop for AI Founders (GTMfund event): March 25, 2025 <em>(San Francisco, CA) &#8211; private registration<\/em><\/li>\n<li>GTMfund Dinner: March 25, 2025 <em>(San Francisco, CA) &#8211; private registration<\/em><\/li>\n<li>More GTMfund events TBA<\/li>\n<li><a href=\"https:\/\/wynter.com\/spryng\/lp\">Spryng by Wynter<\/a>: March 24-26, 2025 <em>(Austin, TX)<\/em><\/li>\n<li><a href=\"https:\/\/events.joinpavilion.com\/cmo-summit-2025\">Pavilion CMO Summit<\/a>: April 17, 2025 <em>(Atlanta, GA)<\/em><\/li>\n<li><a href=\"https:\/\/vancouver.websummit.com\/\">Web Summit<\/a>: May 27-30, 2025 <em>(Vancouver, CAN)<\/em><\/li>\n<li><a href=\"https:\/\/events.bizzabo.com\/cro-summit-2025\">Pavilion CRO Summit<\/a>: June 3, 2025 <em>(Denver, CO)<\/em><\/li>\n<li><a href=\"https:\/\/www.saastrannual.com\/\">SaaStr Annual<\/a>: September 10-12 <em>(San Francisco, CA)<\/em><\/li>\n<li><a href=\"https:\/\/attendgtm.com\/\">Pavilion GTM Summit<\/a>: September 23-25, 2025 <em>(Dallas, TX)<\/em><\/li>\n<\/ul>\n<div>\n<hr \/>\n<\/div>\n<p class=\"button-wrapper\" style=\"text-align: center\" data-attrs=\"{&quot;url&quot;:&quot;https:\/\/thegtmnewsletter.substack.com\/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}\" data-component-name=\"ButtonCreateButton\"><a class=\"button primary\" href=\"https:\/\/thegtmnewsletter.substack.com\/subscribe?\">Subscribe now<\/a><\/p>\n<div style=\"text-align: center\">\n<hr \/>\n<\/div>\n<h6 style=\"text-align: center\">This newsletter was entirely written and edited by <a href=\"https:\/\/www.linkedin.com\/in\/sophiebuonassisi\/\">Sophie Buonassisi<\/a> and <a href=\"https:\/\/www.linkedin.com\/in\/ssbarker\/\">Scott Barker<\/a> (not AI!).<\/h6>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section><\/div>\n<p>The post <a href=\"https:\/\/gtmnow.com\/youtube-one-of-the-biggest-missed-opportunities-in-b2b-marketing\/\">YouTube: One of the Biggest Missed Opportunities in B2B Marketing<\/a> appeared first on <a href=\"https:\/\/gtmnow.com\">GTMnow<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hello and welcome to The GTM Newsletter by GTMnow &#8211; read by 50,000+ to scale their companies and careers. GTMnow shares insight around the go-to-market strategies responsible for explosive company growth. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies. YouTube&hellip;<\/p>\n","protected":false},"author":1,"featured_media":181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"_links":{"self":[{"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/posts\/179"}],"collection":[{"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/comments?post=179"}],"version-history":[{"count":3,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/posts\/179\/revisions"}],"predecessor-version":[{"id":187,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/posts\/179\/revisions\/187"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/media\/181"}],"wp:attachment":[{"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/media?parent=179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/categories?post=179"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.soapandseife.com\/index.php\/wp-json\/wp\/v2\/tags?post=179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}