Inbound-Led TYPE Content Marketing driving to conversion channels GROWTH LEVER Marketing harvests demand via paid, organic, social, email, to qualify and route to Sales EXECUTION Outbound-Led Coordinated and targeted account outreach Marketing & Sales: Account- based marketing & selling, 1:1 advertising, content hubs, SDRs Product-Led Product-driven adoption, usage & feature discovery Product facilitates deals, upsells, usage, expansion Channel-Led Develop a network of distribution agents Enablement focus to educate & support resellers, agencies, & certified partners Event-Led Premium event experiences to drive quality connections Targeted educational roadshow events, in-person, virtual, & hybrid Category-Led Create a movement around a transformative idea Thought Leadership driven by industry experts, influencers, and happy customers @ G T M P a r t n e r s Ecosystem-Led Product integration & symbiotic relationships App & data exchanges, co- marketing, integrated use cases Event-Led: A new type of Go-to-Market emerges © 2022 Go To Market Partners, LLC. All rights reserved. Event-Led M a r 2 0 2 0 Buyer intent traffic for event software by category. Source: G2 The 7 Types of Go-to-Market