Go-to-Market Assessment
Deep-dive analysis and strategic roadmap for an enterprise AI platform. This document covers LinkedIn Ads, HubSpot mid-funnel activation, website rebuild strategy, and ABM setup.
Situation
Series Seed ($10M+, Atomico-led) enterprise AI platform selling £100k contracts to blue-chip clients. Strong founder-led LinkedIn content driving impressions and inbound. Sales-led motion with long deal cycles and multiple stakeholders.
Marketing team is 1 CMO plus freelancers. LinkedIn ads managed by external agency. HubSpot implemented but mid-funnel is empty. Website rebuild in progress. No ABM infrastructure.
The gap is not awareness - founder content already attracts the right people. The gap is converting attention into pipeline. There is no bridge between "impressive founder post" and "qualified enterprise opportunity". That bridge is mid-funnel content and a structured nurture layer.
Assessment Scope
Four areas identified during the briefing:
- LinkedIn Ads - ad programme restructure from volume to enterprise pipeline
- HubSpot Mid-Funnel - lead scoring, nurture sequences, team training
- Website Rebuild - strategic input on enterprise conversion
- ABM & Sales Navigator - target account tracking and engagement triggers
Recommended Sequence
| Priority | Initiative | Timeline |
|---|---|---|
| 1 | LinkedIn Ads Restructure | Week 1-3 |
| 2 | HubSpot Mid-Funnel | Week 1-5 |
| 3 | Website Strategic Brief | Week 1-2, then ongoing |
| 4 | ABM & Sales Navigator | Week 4-6 |