GTM Advisory for Innkeepr
About InnkeeprĀ
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.Ā
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In particular, they struggled with:
š“ Unclear positioning with a lack of focus on what the product really isĀ and for whom
š“ Knowing their ICP: What defines their best-fit customers and how to (dis)qualify them early on
š“ Unclear messaging, which did not include key features, capabilities, and benefits for customers
š“ Messaging that wasnāt really tailored well to all buying stakeholders
š“ Lack of clarity about which specific GTM channels to focus on to build a pipelineĀ
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The fact that they have a very technically complex product with rather little customer awareness made this even more challenging.
The SolutionĀ
They needed someone who could help them with:
ā Building a clear definition of ICP
ā Clarity on positioningĀ
ā Crafting messagingĀ
ā Identifying the right GTM channelsĀ to build pipeline
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They hadnāt tried working with a GTM advisor before, so this was a fairly new experience for them.Ā
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.
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How I helped Innkeepr
My goal with Innkeepr was to help them strengthen their GTM foundations so they can build a repeatable sales motion.
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Hereās what we worked on:Ā
1ļøā£ Analyzed the criteria of their early customers to define their best-fit customers (buyer personas and ICP).
2ļøā£ Revamped their positioning and messaging, to clearly communicate their features, capabilities, and value proposition.
3ļøā£ Utilized this new messaging framework to launch a new website that spoke more closely to their ICP
4ļøā£ Build first content strategy with focus on building credibility (e.g. Case Studies) and content as sales collaterals
5ļøā£ Identifying channels that would help enhance customer awareness and started withĀ
- Operationalizing network and referral sales
- Creating founder-led LinkedIn contentĀ
- Testing different outbound campaigns
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The Results
We worked on getting a strong GTM foundation. This helped Innkeepr to:
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ā Increase clarity and structure in their GTM
ā Focus on fewer thingsĀ at the same time, allowing them to execute better
ā See better sales execution given clarity in ICP, positioning, and messaging
ā See the first clear results of these improvementsĀ (Pipeline, Sales Cycle, Win Rate)
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How was your experience working with Alex?
10/10.
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1ļøā£ He is very structured and very hands-on.Ā
2ļøā£ He helped us find working GTM channels probably 5x faster than we couldāve done without him
3ļøā£ He saved us months of trial and error
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What was most valuable for Innkeepr working with Alex?
āHeās our shortcut to knowledge, with his GTM wisdom, he delivers content, insight, or help in nearly no time.ā
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Would you recommend Alex to others, if yes, to whom?
Yes, I would certainly recommend Alex.
āAnyone learning sales and GTM - if you want shortcuts before making costly mistakes, Alex is the person you want to talk to.ā
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Final Thoughts
My advisory helped Innkeepr building a solid GTM foundation with clarity on how to reach the 1ā¬ million ARR.
If youāre an early-stage SaaS founder looking for guidance on GTM, reach out to me and book your free intro call.
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