How to Create a Marketing GTM "Offer Stack"

Building a marketing GTM plan has never been more complicated. 

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However, it doesn’t have to be that way. 

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The one crucial mistake people make is not thinking of the architecture. 

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In essence, build your machine as an interconnected stack.

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The stack is the journey they’ll take with you to the highest value offer. 

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The power of a connected stack is you have a diversified revenue. 

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A visual representation. 

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Here’s the stack. 

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1/ A free offer 

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When you’re getting started, content is your friend. 

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Try to pick one anchor ongoing piece of content. 

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Ie. 

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Newsletter 

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Linkedin 

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It’s free. 

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It must be engaging and focus on the problems of the prospect. 

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Experiment!

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2/ Anchor content 

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Look at building either a playbook or a blueprint. 

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This will be free. 

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The methodology must be actionable. 

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It must not “sell” your solution but help them solve a problem. 

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This will lead to your solution long term. 

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3/ Build an offer of the free (and valuable content) 

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Put together a small offer package.

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It could be an audit. 

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It could be Due Diligence. 

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It could be a vendor consolidation review. 

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It could be cost saving calculator. 

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Charge a small fee or a more significant fee for it. 

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It’s the start of the conversion of the offer stack. 

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Some won't. But some will!

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4/ Build a knowledge base 

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After working with some clients, you'll start to see patterns.

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Design a system that helps people go from problem → solution.

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Put this learning into a knowledge base and charge for it. 

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Or build a community (i.e. something to engage peers together). 

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It could be as simple as the monthly peer sessions you facilitate. 

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Help your customers solve their problems on their own.

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5/ Sell product one

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Sell your “core” product. 

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Ideally placed to sell your core product or solution. 

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They’ll stick around in the middle of the stack if not ready.

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Keep educating.  

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6/ Up-sell or cross-sell to product two 

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Once you have a core product, keep building.

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Solve a new problem for the customer, not the same problem. 

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The start of a “product suite” potentially. 

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7/ Offer services add-ons and a premium solution 

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Once engaged. 

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Once a customer. 

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Once they see the value. 

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You’ll have an opportunity to move them to premium. 

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Or you can sell “high ticket” services to complement the product. 

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This could be partners or you. 

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But either way is good for creating stickiness. 

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There you have it. 

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The “offer” stack for services and product companies. 

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Create your own with the principles above. 

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I don’t think the goal is to sell linearly. 

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Remember, the buying process is a journey. 

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What’s yours? 

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