GTM strategy for B2B founders and marketers

Sure, you can sell to everyone.You can also mow the lawn with scissors.

If you're running campaigns that aren't scaling, you may be targeting too wide of a market. Let's find the one market you can win first, then build the go-to-market around it.

Find your target market

Free worksheet. Rank your segments and see which one to win first.

Or book a 20-minute intro

About

Hi, I'm Ayelet

I started out in TV as a content researcher, finding the angle on a story nobody had told yet. That turned out to be good training for product marketing.

Since then I've led product marketing at Persona.ly, Nayax and Similarweb, mostly working out who a product is really for and how to reach them. Now I teach the strategy side of GTM: the part AI can't do for you.

Selected work

Finding the right market, inside real companies

10% → 30%

AI agent adoption in 6 months

Similarweb

Rising above the noise

Problem: The market was flooded with agentic solutions. The category was still new and buyers were confused.
Move: We ran a series of webinars, hosted events, and published toolkits and guides. The biggest converter: placing the agents in-product, exactly where customers needed them most.
Result: Adoption tripled within 6 months.

Similarweb AI agent prospecting contacts for a company, animated

3×

trial-to-paid conversion in self-serve (PLG)

Similarweb

Finding the right ICP

Problem: Trials weren't converting or scaling as expected. The data showed we were targeting the wrong ICP and persona: individual contributors were the real self-serve buyers.
Move: We rebuilt the self-serve offer around ICs, with a separate nurture flow for them. The biggest levers were more data in the trial, AI agent access during the trial, and more data in paid self-serve.
Result: Trial-to-paid conversion tripled, with a direct impact on ARR.

+25%

deal size through vertical-led growth

Nayax

Changing the GTM approach to reach mid-market and up

Problem: After a run of acquisitions, Nayax needed to move up from small businesses to mid-market and beyond, and sell the products it had just acquired.
Move: We used internal data and competitive intel to pick the lowest-hanging verticals: Amusement, Car Wash and Vending. For each one we built new bundles, a new positioning and story, enabled sales, then launched.
Result: Deal sizes grew 25% and sales cycles shortened by 30%, measured in Highspot and Salesforce.

Nayax complete amusement solution, mapped across an amusement center

+200%

organic traffic from a brand and positioning move

Persona.ly

Earning the market's trust

Problem: We needed demand that didn't depend on paid budget.
Move: 16 glossary entries, 2 case studies a month and weekly LinkedIn posting.
Result: Organic traffic grew 200% as we ranked high on search. Other companies started asking to be in our case studies and glossary, and LinkedIn following grew 500%.