GTM Advisory for Innkeepr
About Innkeepr
Innkeepr is an audience optimization platform for e-commerce. They primarily use AI to forecast ad impact on anonymous visitors and turn them into audiences for acquisition, retargeting, and waste protection. They had a team of 5 FTEs when I started working with them.
The Challenge
Before they started working with me, they struggled with their GTM foundations.
In particular, they struggled with:
🔴 Unclear positioning with a lack of focus on what the product really is and for whom
🔴 Knowing their ICP: What defines their best-fit customers and how to (dis)qualify them early on
🔴 Unclear messaging, which did not include key features, capabilities, and benefits for customers
🔴 Messaging that wasn’t really tailored well to all buying stakeholders
🔴 Lack of clarity about which specific GTM channels to focus on to build a pipeline
The fact that they have a very technically complex product with rather little customer awareness made this even more challenging.
The Solution
They needed someone who could help them with:
✅ Building a clear definition of ICP
✅ Clarity on positioning
✅ Crafting messaging
✅ Identifying the right GTM channels to build pipeline
They hadn’t tried working with a GTM advisor before, so this was a fairly new experience for them.
However, one of their angel investors (whom I knew from another portfolio company) personally introduced me to them, so they roughly knew what to expect beforehand.
How I helped Innkeepr
My goal with Innkeepr was to help them strengthen their GTM foundations so they can build a repeatable sales motion.
Here’s what we worked on:
1️⃣ Analyzed the criteria of their early customers to define their best-fit customers (buyer personas and ICP).
2️⃣ Revamped their positioning and messaging, to clearly communicate their features, capabilities, and value proposition.
3️⃣ Utilized this new messaging framework to launch a new website that spoke more closely to their ICP
4️⃣ Build first content strategy with focus on building credibility (e.g. Case Studies) and content as sales collaterals
5️⃣ Identifying channels that would help enhance customer awareness and started with
- Operationalizing network and referral sales
- Creating founder-led LinkedIn content
- Testing different outbound campaigns
The Results
We worked on getting a strong GTM foundation. This helped Innkeepr to:
✅ Increase clarity and structure in their GTM
✅ Focus on fewer things at the same time, allowing them to execute better
✅ See better sales execution given clarity in ICP, positioning, and messaging
✅ See the first clear results of these improvements (Pipeline, Sales Cycle, Win Rate)
How was your experience working with Alex?
10/10.
1️⃣ He is very structured and very hands-on.
2️⃣ He helped us find working GTM channels probably 5x faster than we could’ve done without him
3️⃣ He saved us months of trial and error
What was most valuable for Innkeepr working with Alex?
“He’s our shortcut to knowledge, with his GTM wisdom, he delivers content, insight, or help in nearly no time.”
Would you recommend Alex to others, if yes, to whom?
Yes, I would certainly recommend Alex.
“Anyone learning sales and GTM - if you want shortcuts before making costly mistakes, Alex is the person you want to talk to.”
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