Diversifying Into Alternative Channels For GTM

Summary

MarTech Podcast ™ Summary: Diversifying Into Alternative Channels For GTM

Podcast Information:

• Title: MarTech Podcast ™ // Marketing + Technology = Business Growth
• Host: Benjamin Shapiro
• Guest: Jordan Crawford, Founder of Blueprint GTM
• Release Date: April 10, 2025

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Introduction

In the April 10, 2025 episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a compelling discussion with Jordan Crawford, the founder of Blueprint GTM. The episode, titled "Diversifying Into Alternative Channels For GTM," delves into innovative strategies for optimizing Go-to-Market (GTM) approaches by leveraging diverse marketing channels beyond traditional email outreach.

Guest Introduction: Jordan Crawford

Jordan Crawford brings a wealth of experience to the table as the founder of Blueprint GTM, a company dedicated to helping businesses precisely target prospects at the exact moment they recognize their need for a solution. With a focus on integrating intelligent strategies into GTM plans, Jordan shares insights on how diversification in marketing channels can significantly enhance business growth and effectiveness.

Key Discussion Points

1. Diversification vs. Doubling Down on Email Outreach

The conversation kicks off with a critical evaluation of traditional email outreach versus a diversified multi-channel approach. Benjamin poses the question:

Benjamin Shapiro (01:15): "Double down or diversify. Are you doubling down on email outreach or diversifying into alternative channels like influencers or paid social for go to market diversification?"

Jordan Crawford (01:44): "Of course, because I think that if you know who you're talking to and you know why you're talking to them, the whole value of that is that you have a very specific segment and you want to diversify that message across channels, right?"

Jordan emphasizes the importance of understanding the target audience deeply and distributing tailored messages across various platforms. He likens the strategy to targeting customers in different environments to maximize reach and engagement.

2. The Importance of Targeting Specific Segments

Jordan draws an analogy to illustrate the necessity of meeting prospects where they are:

Jordan Crawford (01:55): "It's like, look, if you want to get to me, you're going to go either to the cheeseburger shop or the ice cream shop. But if you're going after other people that aren't me, they may be at the gym or at the pool or something, you have to make sure to hit them where they are."

This analogy underscores the need for marketers to diversify their channels based on the varied environments their target segments inhabit, ensuring that messages resonate effectively.

3. Multi-Channel Strategy and Real-World Application

Jordan shares a personal experience highlighting the limitations of relying solely on email:

Jordan Crawford (02:00): "I'm really bad at my email. I had a customer on LinkedIn. Hey, I'm ready to pay you. How do I pay you? You're not responding on email, which is like an awful thing that I should have been on a podcast."

This scenario illustrates the pitfalls of depending exclusively on a single communication channel and reinforces the value of a diversified approach.

Benjamin responds by reflecting on the traditional reliance on channels like Facebook:

Benjamin Shapiro (02:21): "It's funny because I assume that you would have been like, nah, email's still the most direct form of communication and then maybe LinkedIn. But spending money on paid social, you're all of the other channels and you're not really certain."

Jordan then introduces the concept of reversing traditional thinking by deploying the segment across channels to enhance effectiveness:

Jordan Crawford (02:43): "Yeah, but what I'm talking about is this is a reverse of the way in which you think and you can deploy the segment across channels. And that's the most effective thing. Right."

4. Enhancing Brand Presence Across Channels

The discussion shifts to the strategic importance of maintaining a consistent brand presence across multiple platforms to maximize recognition and impact:

Jordan Crawford (03:10): "The thing is that I would rather be everywhere for the smallest segment that I can deliver the most value. That when they get my email, when they get my LinkedIn message, when they see my ad, that they're like, I don't know where I've heard about Jordan, but I have heard about him everywhere."

This approach ensures that the brand remains top-of-mind for prospects, fostering trust and increasing the likelihood of conversion.

Benjamin Shapiro (03:23): "It is. I'm diversifying, too."

Jordan adds a playful nod to their collaborative branding efforts:

Jordan Crawford (03:28): "I hear everything everywhere. You just add that to your name."

Notable Quotes

• Jordan Crawford (01:44): "If you know who you're talking to and why you're talking to them, you have a very specific segment and you want to diversify that message across channels."

• Jordan Crawford (02:00): "I'm really bad at my email. I had a customer on LinkedIn. Hey, I'm ready to pay you. How do I pay you? You're not responding on email."

• Jordan Crawford (02:43): "Deploy the segment across channels. And that's the most effective thing."

• Jordan Crawford (03:10): "I would rather be everywhere for the smallest segment that I can deliver the most value."

• Benjamin Shapiro (03:23): "I'm diversifying, too."

Conclusion

In this insightful episode, Benjamin Shapiro and Jordan Crawford dissect the merits of diversifying marketing channels in GTM strategies. Jordan’s emphasis on targeted segmentation and multi-channel engagement offers a blueprint for marketers aiming to enhance their reach and efficacy. By distributing tailored messages across various platforms, businesses can ensure greater visibility and foster stronger connections with their audience.

Benjamin Shapiro wraps up the episode by encouraging listeners to connect with Jordan and explore more of his expertise through Blueprint GTM's website and LinkedIn Lives:

Benjamin Shapiro (03:28): "If you'd like to contact Jordan, you could find a link to his LinkedIn profile in our show notes, or you can visit his company's website. It's blueprintgtm.com."

He also invites listeners to subscribe for more marketing and technology insights, promising a continuous stream of valuable content.

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Stay Connected:

• Blueprint GTM: blueprintgtm.com
• Jordan Crawford’s LinkedIn: Available in the show notes

Subscribe: Ensure you never miss an episode by subscribing to the MarTech Podcast ™ on your preferred podcast platform or on YouTube.

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Remember: Diversifying your GTM channels isn't just a strategy—it's a pathway to sustained business growth and enhanced market presence. Tune in to the MarTech Podcast ™ for more expert insights and actionable strategies.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate.

[Jordan Crawford]

Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Jordan Crawford, the founder of Blueprint gtm, which helps companies target prospects the exact moment they have their problem. And today Jordan is going to explain how you can transform your go to market with intelligence hiding in plain sight. Moving on to our next question. Double down or diversify. Are you doubling down on email outreach or diversifying into alternative channels like influencers or paid social for go to market diversification?

[Jordan Crawford]

Of course, because I think that if you know who you're talking to and you know why you're talking to them, the whole value of that is that you have a very specific segment and you want to diversify that message across channels, right? It's like, look, if you want to get to me, you're going to go either to the cheeseburger shop or the ice cream shop. But if you're going after other people that aren't me, they may be at the gym or at the pool or something, you have to make sure to hit them where they are. And I'm really bad at my email. I had a customer on LinkedIn. Hey, I'm ready to pay you. How do I pay you? You're not responding on email, which is like an awful thing that I should have been on a podcast.

[Benjamin Shapiro]

Oh, Jordan.

[Jordan Crawford]

Yeah, so I'm doubling down on diversification.

[Benjamin Shapiro]

It's funny because I assume that you would have been like, nah, email's still the most direct form of communication and then maybe LinkedIn. But spending money on paid social, you're all of the other channels and you're not really certain. Before when we were talking, you're like, yeah, the old way of thinking was you give Facebook money and they go try to figure out who might click on something.

[Jordan Crawford]

Yeah, but what I'm talking about is this is a reverse of the way in which you think and you can deploy the segment across channels. And that's the most effective thing. Right. It's like, no one goes to Safeway. And it's like, I'm really hankering for some RC Cola, even though it's the same damn thing. Like, it's the same damn thing as a Coke. And the difference is that you pay $5 for the Coke and you pay 50 cents for the RC Cola, because Coke is everywh. You just know it. The thing is that I would rather be everywhere for the smallest segment that I can deliver the most value. That when they get my email, when they get my LinkedIn message, when they see my ad, that they're like, I don't know where I've heard about Jordan, but I have heard about him everywhere. I hear everything. Isn't that your brand name?

[Benjamin Shapiro]

It is. I'm diversifying, too.

[Jordan Crawford]

I hear everything everywhere. You just add that to your name.

[Benjamin Shapiro]

That domain wasn't available. All right, and that wraps up this episode of the Martech podcast. Thanks to Jordan Crawford, the founder of Blueprint, for joining us. If you'd like to contact Jordan, you could find a link to his LinkedIn profile in our show notes, or you can visit his company's website. It's blueprintgtm.com he's also doing LinkedIn lives for the Cannonball GTM every Friday. They're totally fascinating. You should absolutely check them out. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast appreciate or on YouTube and we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Thanks for listening to the Martech podcast and I hear everything. Production. Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.