Go-to-Market Strategy

Decide who it’s for first, then how to tell them.

Launch planning for the products and platforms we help build, through to the campaign and its first numbers.

A go-to-market strategy decides who a new product is for first, what it says to them, where they’ll hear about it, and the order things happen in, from the first preview to the public launch.

We usually do go-to-market work for products, platforms and programs we’re helping to build. The launch plan is shaped alongside the product, so what gets announced matches what’s ready. If the product is being built elsewhere, the conversation is still worth having.

What Lift does

Positioning, product and launch from one team

Launches go sideways when the product, the message and the campaign are planned by three groups who meet for the first time the week before.

Positioning and the first audience

Who the product is for first, what it does that the alternatives don’t, and the evidence behind the claim. AI-assisted building makes working prototypes cheap, so the position can be tested with real people on something they can use well before launch.

The launch experience

The site, landing pages, onboarding and the first emails a new customer gets, designed and built with the product so the launch has a place to send people.

Launch creative and the system behind it

The campaign idea, art direction and a generative production pipeline that produces format, audience and language variations, inside rules designers set, so the launch can keep up with the channels it runs on.

Who runs the launch

Through launch week and after

We can run the launch campaign across social and email, plan the paid media and arrange the buy, or set the campaign up for your team to run. Before launch, we agree what a good first week looks like and build the tracking to show it.

After launch, we support what we built and keep developing the product and the launch experience as the numbers come in.