Setting Industry Standards with GTM Vault
Launching and growing an industry-leading Newsletter & Podcast with 12,000 subscribers
Industry
Publisher
Audience
Startup CEOs, Tech Executives
Solution
Product Launch, Audience Launch
Challenge
GTM Vault was launched to boost brand awareness and drive a sales pipeline for RiteGTM. In a saturated market filled with newsletters and podcasts, GTM Vault needed a unique angle to stand out. Initially, it covered broad GTM topics, but as the need for differentiation grew, GTM Vault pivoted to focus on niche content. It found its voice through deep-dive interviews with startup founders and VCs, exploring their career trajectories, insights, and go-to-market strategies. This focus helped GTM Vault carve out a dedicated audience of startup leaders and GTM professionals.
GTM Motions
To fuel growth, GTM Vault launched a Substack referral program, encouraging existing subscribers to invite others. The program’s three-tier rewards system incentivized referrals, driving organic subscriber growth and increasing brand visibility.
GTM Vault established a Medium blog that contributed to brand discoverability, drawing over 3,000 visits monthly and attracting more than 200 subscribers. The blog’s high-quality content achieved inclusion in several publications, amplifying reach. GTM Vault also promoted its long-form podcasts across multiple platforms, including Apple Podcasts, Spotify, and Amazon Music. By leveraging YouTube, TikTok, and Instagram, GTM Vault created engaging video reels, thumbnails, and social media captions, which extended its content’s reach and engagement across a wide audience.
GTM Vault actively engaged with CEOs in the San Francisco Bay Area, reaching out via LinkedIn and email to build connections. This targeted approach not only increased appointments but also expanded GTM Vault’s network among key decision-makers.
By attending industry events, GTM Vault gathered competitor insights and leveraged attendee information to boost engagement. Networking at these events facilitated partner marketing opportunities and helped build connections through GTM Nights, an event series dedicated to spotlighting AI startups focused on marketing, sales, and customer success.
The GTM Nights event series aligned with RiteGTM’s vision of unifying marketing, sales, and customer success under a singular revenue department. These events focused on highlighting AI startups innovating in these areas, thereby attracting a community of GTM professionals and fostering a deeper connection with the brand. This initiative has played a crucial role in building GTM Vault’s reputation as a thought leader in the GTM space.
Strategy and Implementation
Targeted Approach
Shifting to niche interviews with founders and VCs enabled GTM Vault to differentiate itself and connect with its audience on a more personal level.
By producing and distributing content across Substack, Medium, and various social media platforms, GTM Vault expanded its reach and engaged a broader audience.
Through GTM Nights and a referral program, GTM Vault fostered a sense of community, rewarding subscribers for engagement and leveraging events to build a network of like-minded professionals.
Conclusion
In less than a year, GTM Vault grew its Substack subscriber base to 12,000 by focusing on thought leadership and producing video content with personalized Q&As. The rebrand from general GTM topics to founder- and VC-centric content resonated with startup leaders and VCs, fueling significant growth. GTM Vault’s success demonstrates the power of a targeted approach, combined with community engagement, in creating a valuable resource within a crowded landscape. Through ongoing content innovation and community-led initiatives, GTM Vault has established itself as a trusted go-to-market resource for startup founders and executives.
