The new standard for GTM

Welcome To The Orbit Marketing Newsletter 🪐 

This Week We’re Diving Into:

• 🧠 Playbook: Why Organic Discovery Alone Won’t Cut It, Why the best teams are shifting to proactive, account-driven strategies.

• 🎙️ Podcast: What’s Working On LinkedIn, Oren John breaks down his proven posting techniques.

Read time: 4 minutes

At Orbit Marketing, we’ve helped 50+ businesses launch weekly newsletters. If you are struggling to nurture your prospects, stay top of mind, or publish consistent content, click here to learn more about how we can help.

🚀 Is Your Go-To-Market Strategy Ready for 2025?

Search volumes are down. Buyer journeys are becoming murky.

And your best-fit accounts?

They’re researching quietly, across channels, often without ever filling out an opt-in form.

That’s why a more comprehensive approach is gaining ground: Account-Driven Go-To-Market (GTM).

This is a fundamental shift in how B2B providers identify, engage, and win their best customers.

(This thinking is sparked by a recent deep dive from MKT1 on the move toward account-driven GTM.)

👇 Let’s get into it.

📍 Map Your TAM Like It’s 2025

Think of Account-Driven GTM as the operating system for your entire go-to-market motion. This means reorienting your GTM system around accounts, not leads.

This includes:

• Segmenting accounts by tier based on fit and intent

• Tracking engagement across contacts within a company

• Aligning marketing and sales outreach at the account level

⚙️ How to Set Up the System

Even lean teams can get started with Account-Driven GTM.

Tools like Clay, Attio, and Pocus make it easier than ever to:

• Preload your CRM with every high-fit account

• Enrich accounts with firmographic and behavioral data

• Monitor engagement across multiple channels

• Trigger campaigns and workflows based on account-level intent signals

The key is to move from reacting to what comes in to proactively managing who gets attention and when.

🔁 Organic Still Matters, Just Use It Differently

If a perfect-fit account views your pricing page, follows your LinkedIn, and downloads a case study? That signal is worth acting on.

But the key point is that organic discovery can’t be the whole funnel.

With Account-Driven GTM, it’s part of a signal-based system that prioritizes action based on total account activity.

⚙️ Don’t Copy “Old School” ABM

You don’t need high-touch campaigns for every account.

Instead, build scalable playbooks by tier (ie, account quality):

• Tier 1 Accounts → These deserve high-touch, cross-functional (sales + marketing) campaigns

• Tier 2 Accounts → Think scalable personalization and segmented ads

• Tier 3 Accounts → Keep it simple with nurture flows, retargeting, and modest spend

The goal is coverage for all types of prospects, without overextending your team.

Focus resources where they’ll most meaningfully impact the pipeline.

🚀 What This Looks Like in Practice

Let’s say you’re targeting mid-market SaaS companies. Here’s how a modern GTM motion might look:

1. Map your TAM: Identify real companies that match your ICP

2. Enrich and tier: Use revenue, tech stack, hiring signals, and more

3. Track signals: Website visits, ad engagement, content downloads

4. Trigger campaigns: Based on account tier and signal strength

5. Measure performance at the account level: Not just aggregate clicks and opt-ins

🎯 From Reactive to Proactive Engagement

An account-driven GTM strategy moves your team from passively waiting for leads to proactively targeting best-fit accounts.

You identify who you want to sell to, then orchestrate marketing and sales efforts to engage them effectively.

The tools and data are available. The question: is your GTM strategy evolving to meet this new standard, or is it still hoping the right fish find your net?

If you want to see what an account-driven approach could look like for your business, let’s talk. Book a call with Orbit Marketing, and we’ll help you build a GTM engine that doesn’t leave growth to chance.

🎙️ LinkedIn in 2025: What’s Working Now

Oren John (aka @orenmeetsworld) has built a loyal audience by showing how unpolished, personal content can outperform “the corporate stuff”.

In this video, he breaks down what’s actually working on LinkedIn right now and why most creators are still stuck in 2022.

In this episode, you’ll learn:

• 🧠 Polished = Ignored: Oren makes the case for content that feels raw and real. Think less “brand voice,” more “voice note.”

• 📊 The 3-Post System: One post for reach, one for authority, one for conversion. Repeat weekly. Simple, but effective.

• 🎥 Video > Carousels: Why short-form clips are outperforming carousel posts. Even “scrappy” edits from your phone can drive great results.

Whenever you are ready, here’s how we can help you:

1. Done-For-You Weekly Newsletter - Start a weekly publication to nurture your prospects on autopilot, build authority, and stay top of mind. Learn more.

2. Tune Into The Orbit Marketing Podcast - Actionable tips and insights on email marketing, directly from industry leaders. Listen now.

3. Join The Orbit Marketing Partner Program - Learn more about how to partner with Orbit Marketing. Get more info.