Houston expert: How B2B industries can leverage go-to-market strategies for maximum impact

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By pinpointing and customizing efforts to meet the specific needs of the most lucrative customers, businesses can maximize ROI and achieve revenue objectives. Photo via Getty Images

Crafting a successful go-to-market strategy is a must for driving revenue and profit growth, especially for investor-backed, high-growth businesses. But there is no one size fits all approach. Companies need nuanced GTM strategies tailored to their unique products or services.

There are six key sales and marketing motions:

Inbound Marketing: Attract customers through valuable content like white papers, how-to guides, and market overviews and then deploy this content across blogs, social media, emails, and publications for broad engagement. Think about a client's needs, and then deliver them content that directly helps them.
Outbound Outreach: Employ targeted strategies for account engagement, reaching specific prospects through personalized emails, calls, and digital outreach. This pushes out that valuable content to the identified target accounts and markets.
Product-Led Marketing: Engage customers directly through the product with free trials or freemium models. This approach integrates marketing, sales, and the product itself. Encouraging hands-on interaction with the product or service is a great way to convert potential leads into buyers.
Channel Partner Marketing: Collaborate with distributors, resellers, or affiliates to advocate for products. Referrals, commissions, and "nearbound relationships" amplify market presence, turning partners into an extension of the sales team.
Event Marketing: Enhance visibility and connection through things like trade shows, webinars, and demo days. It’s an opportunity to reach a broad audience but also to get that one-on-one interaction.
Community Marketing: Foster advocacy through authentic engagement, leveraging social media influencers, user-generated content, and online forums. This is more common in B2C but can also be helpful with B2B.

Each company, characterized by unique products, budgets, and requirements, will employ these strategies in varying combinations. Using examples of three different types of companies — B2B services targeting the healthcare industry, an industrial services company, and SaaS (software as a service) — let’s see examples of how they can best leverage different tactics for maximum impact.

Strategic GTM Tactics for B2B Healthcare

We’ll start with a company that offers business services to healthcare organizations. Inbound marketing for this company means content that showcases specialized solutions, addressing unique pain points of the decision makers. Through blogs, social media posts, and targeted emails, the company demonstrates its expertise, attracting organizations seeking solutions.

To push this message out, the company identifies targeted healthcare institutions matching their ideal customer profile and begins more personalized outreach, like highly tailored emails or phone calls. A next step might be a complimentary trial of the company’s service, if that is possible within the business model. Are there any channel partners that could talk about the company’s product, or maybe even help sell it?

Healthcare industry trade shows provide a platform to showcase exactly how the service can benefit clients. To broaden the audience reach, webinars provide a digital platform for showcasing the service.If there are online communities for this target market, can your satisfied customers be there too? They can provide authentic advocacy for the service.

Strategic GTM Tactics for Industrial Services

This hypothetical company specializes in precision machining and fabrication services, serving clients from industries like automotive, aerospace, and general manufacturing. Inbound marketing includes case studies and industry-specific guides, showcasing how the company stacks up favorably to the competition.

Targeted follow up with key manufacturing and industrial companies emphasizes custom services based on in-depth industry research and analysis to determine target rich markets. Tell potential customers specifically how your company best meets their needs. Are you a better value? Best rated? How exactly are you different, or better?

Channel Partner Marketing looks for collaborations with distributors or resellers in industrial equipment. Leveraging existing distribution networks is another way to enhance market presence and accessibility. What unexplored avenues exist to broaden the company's reach?

Trade shows are an optimal way for this company to demonstrate its services. Preparation is the key to seek out targets in advance and set up one on one meetings.

Strategic GTM Tactics for SaaS

Lastly, consider a cloud-based project management software company that improves collaboration and boosts efficiency for businesses. The informative content potential buyers want to see includes software guides and case studies, highlighting the software's competitive edge and successful integration by other companies.

Look at how the company can further refine its outbound marketing strategy to effectively reach and engage its target audience. You want to forge one-on-one interactions with those prospects most likely to buy.

For SaaS, the free trial is a powerful strategy, while the freemium model, providing basic features for free and charging for premium options, boosts functionality and fosters adoption. Channel Partner Marketing can be a good strategy too, where consultants, resellers, or integrators endorse the SaaS product, and earn commissions for referrals.

Through webinars, the company directly demonstrates the capabilities of its solution to businesses who need more efficient software tools. Active involvement in virtual or industry-specific events can keep leads interested. In this case, this company has its own online forum where users share experiences and tips related to the SaaS software.

Conclusion

Once a company determines the ideal mix of marketing and sales tactics for optimal outcomes, it becomes necessary to prioritize them. This step in strategy is crucial for efficiency and profitability. There are always limits to budget and manpower. Companies can boost efficiency by prioritizing technology over manual processes in outreach strategies.

Strategic growth in revenue and margins, especially in challenging markets, entails concentrating on acquiring customers aligned with the company's ideal customer profile. By pinpointing and customizing efforts to meet the specific needs of the most lucrative customers, businesses can maximize ROI and achieve revenue objectives.

To achieve optimal results, Craig Group can help companies determine who these potential customers are and the best way to reach them, using a data-driven approach.

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Libby Covington is a partner with Craig Group, a technology-enabled sales and marketing advisory firm specializing in revenue growth for middle-market, private-equity-backed portfolio companies.

From Your Site Articles

These guest articles — with advice and perspective on topics ranging from quiet quitting to emotional intelligence — attracted the most readers throughout the year. Photo via Getty Images

These were the most-read guest columns by Houston innovators in 2022

2022 in review

Editor's note: Every week, InnovationMap — Houston's only news source and resource about and for startups — runs one or two guest columns written by tech entrepreneurs, public relations experts, data geniuses, and more. As Houston's innovation ecosystem gets ready for 2023, here are some of this year's top guest contributor pieces — each with pertinent information and advice for startups both at publishing and into the new year. Make sure to click "read more" to continue reading each piece.

Is your New Year's resolution to start contributing? Email natalie@innovationmap.com to learn more.

Houston expert: How to navigate Gen Z's quiet quitting movement at your company

Your perspective on quiet quitting is probably generational, says one Houston expert and startup founder. Photo via Getty Images

This month, the internet has been discussing "quiet quitting," the practice of employees setting hard boundaries about when they work and to what extent they are willing to go beyond the outlined expectations of their jobs.

The conversation around quiet quitting has also been lively at the Ampersand offices. As a training company that is dedicated to training new professionals for employers both big and small, it's critically important for our team to have a good grasp on the relationship employees have with their jobs, and what motivates them to succeed. So we had a long meeting where we discussed what quiet quitting meant to each of us. Read more.

Houston expert shares how small business leaders can encourage PTO use

Retaining employees is no easy feat these days. Encouraging a healthy PTO policy can help avoid burnout. Photo courtesy of Joe Aker

As many small businesses continue to operate in a challenging, fast-paced environment, one thing that has arrived at breakneck speed is midyear, along with the summer months. Theoretically, to ensure work-life balance, most employees should have 50 percent of their PTO remaining to use for summer vacations and during the second half of the year. In reality, that is probably not the case given workers are hesitant to use their PTO, leaving approximately five days of unused PTO on the table during 2020 and 2021.

While the pandemic affected PTO usage the last two years, the labor shortage appears to be a major contributor in 2022, which has led to PTO hoarding and increasing levels of employee burnout. Although these factors can be compounded for small business owners because there are fewer employees to handle daily responsibilities, it is imperative for workers to take PTO, returning recharged with a fresh perspective on the tasks at hand. Read more.

Houston expert: 3 emotional intelligence tips for improving patient-practitioner experience

A Houston expert shares how to improve on communication in the health care setting. Image via Getty Images

After spending hours with healthcare professionals as both a consultant and patient, I know that it takes a special kind of person to take care of others in their most distressing and vulnerable times. That responsibility has been in overdrive because of COVID, causing emotional burnout, which in turn affects patient care. By equipping yourself with emotional intelligence, you can be more resilient for yourself and patients.

Emotional intelligence is keeping your intelligence high, when emotions are high.

Health care sets up an environment for a tornado of emotions, and the rules and regulations centered around patient-provider interactions are often complex to navigate. This leaves many on the brink of emotional exhaustion, and for survival’s sake, depersonalization with patients becomes the status quo. Feeling a disconnect with their patients is another added weight, as few get into this industry for just the paycheck – it’s the impact of helping people get healthy and stay healthy that motivates them. I’ve seen it time and time again with people in my life, as well as on my own patient journey as I battled stage 3 cancer. Read more.

Here's what types of technology is going to disrupt the education sector, says this Houston founder

Edtech is expected to continue to make learning more interactive, fun, and inclusive for people around the world. Photo via Pexels

Technology has always maneuvered education in a certain direction but the COVID-19 pandemic has forced it to shift towards a new direction entirely.

What started off as a basic video lecture turned into a more hybrid and innovative form of education, enabling student engagement and interactivity like never before. Social media forums allow teachers to pay one-on-one attention to students boosting their learning process.

With an edtech boom on the rise, there is a question of what further expansion in educational technology is expected. Here are some technology breakthroughs currently underway in the education sector. Read more.

Houston expert weighs in on marketing from an investor’s perspective

What should Houston startups know about marketing? Photo via Getty Images

Just what do investors want to see from a startup with regards to the company’s marketing? I recently spoke on this topic to a cohort of early-stage technology startup entrepreneurs at Softeq Venture Studio, an accelerator program that helps founders build investable technologies and businesses. Read more.

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New report ranks Texas among top 10 states where AI could disrupt jobs

AI Workforce

A new nationwide report examining where AI could "reshape" the most jobs has ranked Texas No. 9 among the most at-risk states for AI job disruption.

The new SmartAsset report compared all 50 states and the District of Columbia to calculate the estimated percent of the workforce employed in the 26 occupations with the highest AI exposure, as determined by June 2026 research by the Virginia Economic Information and Analytics Division.

The findings revealed that 500,000 Texas workers, or 3.55 percent of the total workforce, are employed in occupations with "high exposure to potential AI disruption."

This also places the Lone Star State as the 9th most at-risk state in the U.S. where AI exposure can lead to "declining hiring demand, wage pressure, task automation, and other forms of disruption."

"States with larger concentrations of highly exposed occupations could experience more pronounced labor-market changes, particularly in roles where core tasks are more vulnerable to AI-driven restructuring," the report's author wrote.

Texas' biggest cities, like Houston and Austin, are known for their thriving tech and business industries, and the study noted that many of the occupations within those sectors are the most at risk. The Virginia Economic Information and Analytics Division said the top five most AI-exposed occupations in the U.S. are: mathematicians, proofreaders, correspondence clerks, court reporters, and media and communication workers. Additionally, computer programmers, database administrators, web developers, telephone operators, and communications equipment operators round out the top 10 most at-risk positions.

These are the 16 remaining occupations most exposed to AI disruption, in order:

Data Entry Keyers
Statistical Assistants
Office Support Workers
Interpreters and Translators
Database Architects
Software Quality Assurance Analysts
Medical Transcriptionists
Software Developers
Writers and Authors
Payroll Clerks
Web Designers
Miscellaneous Computer Occupations
Insurance Claims Processors
Telemarketers
Computer Numerically Controlled Tool Programmers
Bookkeeping and Accounting Clerks

A separate SmartAsset report from April 2026 found about 20.5 percent of Texas workers use AI to do their jobs in some capacity. That trend will continue to shift further as employers and employees choose to adopt — or reject — AI implementation.

Across the U.S., Washington topped the list as the state with the highest concentration of AI-exposed jobs, with nearly 5.7 percent of the state's workforce employed in the 26 most at-risk positions. SmartAsset said Washington's high prevalence of technology companies is a significant factor that skyrocketed the state to the top of the list.

"Home to major technology companies including Microsoft, Amazon, T-Mobile and Expedia, the state has large numbers of computer programmers and software developers, two occupations with high exposure," the report said.

Meanwhile, Mississippi ranked No. 51 with the lowest concentration of AI-exposed jobs in the nation. About 22,500 workers in Mississippi, or 1.93 percent of its workforce, are at risk for AI disruption.

The top 10 states where AI could reshape the most jobs are:

No. 1 – Washington
No. 2 – Virginia
No. 3 – District of Columbia
No. 4 – California
No. 5 – Utah
No. 6 – Maryland
No. 7 – Colorado
No. 8 – New Hampshire
No. 9 – Texas
No. 10 – North Carolina

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This article originally appeared on CultureMap.com.

UH lands $1.2M NIH grant to fight superbugs using AI, quantum sensing

drug defense

The fight against antibiotic-resistant bacteria like MRSA is getting science fiction-like upgrades at the University of Houston thanks to a new four-year, $1.26 million grant from the National Institutes of Health.

The university says the recent funding brings total federal support up to $3.5 million for 11 years for the project, which uses AI and quantum-sensing technology to better understand how bacterial proteins develop resistance to drugs.

Any medical professional will tell you that one of the worst things that can happen is almost killing an infection. Bacteria that survive attacks from conventional antibiotic treatments emerge tougher, more resistant and more aggressive than before–making them much harder to treat. A good example is the superbug methicillin-resistant Staphylococcus aureus (MRSA).

UH chemistry professors Yuhong Wang and Shoujun Xu are working on this issue. They know full well that fighting superbugs requires new technology and new approaches, which is what they aim to pioneer with their new grant.

“Drug-resistant bacterial infections such as MRSA are becoming harder to treat, creating an urgent need for faster ways to understand how antibiotics and other small molecules interact with bacterial proteins,” Wang said in a news release.

Wang and Xu’s work centers around GTP, a cellular fuel that can cause tiny changes to a cell's structure when it mutates. Sometimes, those shape changes make it easier for drugs to breach the wall and attack the cells.

The UH scientists are employing AlphaFold, an AI-powered tool that can scan large molecular libraries in seconds. From these models, they can see promising drug combinations for future testing.

Once identified, the team uses their invention, super-resolution force spectroscopy, to monitor the cells. Tiny magnetic beads are attached to genetic material, then magnified to see how strong that material is when pulled. They can measure this incredible microscopic process through an atomic magnetometer, typically used in quantum physics. Combined, all these tools allow a high-definition look at how each molecule might respond to new chemical approaches.

“We're the only chemists in the world that use an atomic magnetometer for biological research,” Xu said. “It's a technique developed by physicists, and there is usually a gap between techniques developed by physicists and biological applications. Yuhong and I have been bridging that gap together for the past 10 years.”

Eventually, Wang and Xu hope to develop powerful software that can be used by drug manufacturers to model cellular responses. With enough predictive data, the software could even get ahead of superbugs’ own mutation, allowing drugs to be developed before new strains arrive.

"We want an algorithm where you input a protein sequence, score the mutation hotspots, and develop new inhibitors before a drug-resistant species even emerges," Wang added.

SpaceX to get more than 700 acres of Texas wildlife refuge in land swap

Space News

A federal judge on Monday, September 21, refused to block the Trump administration from giving SpaceX more than 700 acres of wildlife refuge as part of a land swap in Texas, while environmental groups vowed to continue their legal challenge.

U.S. District Judge Fernando Rodriguez Jr. declined the plaintiffs' request for a preliminary injunction to prevent the parcel exchange, saying they failed to prove it would worsen ecological risks to a Gulf Coast region already transformed by billionaire Elon Musk’s rocket operations.

In June, the U.S. Fish and Wildlife Service approved moving forward with the deal with SpaceX, which would surrender 683 acres the company owns in exchange for the federal land in the Lower Rio Grande Valley National Wildlife Refuge. The 103,000-acre refuge spans four counties along the Texas border and is home to animal habitats and historical landmarks.

Maps show the land SpaceX would acquire would be closer to the company's launchpad near the U.S.-Mexico border.

The swap amounts to a gift of public lands to SpaceX, “clearing the way for bulldozers to tear into this wildlife refuge as soon as next week and turn a public treasure into a private payday,” said Laiken Jordahl, a spokesperson with the Center for Biological Diversity, which filed the lawsuit alongside other opponents including tribal groups. Jordahl said Monday that the litigation will continue even as the exchange goes forward.

“This court order is not the final word. These lands hold incredible spiritual, historical and conservation value for the people and wildlife of South Texas. We won’t stop fighting to keep this irreplaceable public wildlife refuge safe from SpaceX bulldozers,” Jordahl said in a statement.

The lawsuit asks the federal court to halt the exchange, which has worried SpaceX opponents in the area who have long criticized the company's expanding footprint over lost access to beaches and concerns over exploding rockets.

The Fish and Wildlife Service didn’t respond to a request for comment on Monday’s decision. Previously, a spokesperson had said the agency does not comment on ongoing litigation.

The agency issued a final environmental assessment report in June that determined the exchange would cause no significant impact to the area. The report said the federal government believed the acquisition would represent a “net conservation benefit” and provide “substantial long-term conservation value and improving landscape-scale habitat connectivity across refuges in South Texas.”

The judge said that the plaintiffs offered “relatively weak” evidence of environmental harm.

“While they rightfully argue that the preservation of wildlife and historical lands furthers the public interest, they present no evidence demonstrating that the Property will suffer aesthetic, environmental, cultural, or historical degradation during the pendency of this lawsuit,” Rodriguez wrote in his ruling.

In addition, the judge said a preliminary injunction would result in modifications to SpaceX’s development plans, “placing additional hardship on the company’s ability to meet milestones and contractual obligations.”

SpaceX did not return an email seeking comment on the judge's ruling.

The space exploration company first broke ground in Texas more than a decade ago and has expanded rapidly, so much that SpaceX employees last year voted to incorporate their own local government called Starbase.

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