Welcome to the Gossamer Marketing Academy
Welcome to the Gossamer Marketing Academy, a collection of 53 deep-dives into the key topics B2B SaaS marketers should be aware of. No, this is not another attempt to replace Diagnosis, Segmentation, Targeting and Positioning, nor a replacement for the 4Ps of marketing. Those are well established and act as a guiding force to inform marketers (and this very model). Rather, these 53 categories are the main challenge areas B2B SaaS marketers face, informed by decades of marketing experience combined with academic and research-backed fundamentals.
The Gossamer Model uses an “Anchor and Net of marketing” analogy.
Diagnosis (Market Research and Orientation) and Strategy form the Anchor of your efforts and give you a firm base to understand and navigate the Customer you serve, the Company you’re working for, and the Competitive landscape you operate in.
Meanwhile Tactics, spread across 10 distinct channels and enablers, form the “Net” of marketing to capture demand in the market (both latent and generated by your efforts). Why a net? Because while each individual thread may be limited in it’s ability to capture demand, when working together their efforts and strength are multiplied to achieve “greater than the sum of their parts” effectiveness.
Many of the concepts discussed throughout this series are well-established in both marketing literature and in the experiences of world-class marketing leaders, who will be frequently linked to provide additional context and perspective. This guide is not a “what tools you need and how to use them”, but rather aims to lay out what strategic considerations are important when tackling the challenge of growth through marketing.
Like what you’ve read so far? If you’re a founder or executive at an early stage B2B SaaS company get in touch with Gossamer to discuss how fractional marketing leadership or advisory can help you. Alternatively if you’re a marketing looking to level-up your game, reach out for coaching and guidance here.