6 GTM Strategies in B2B—and Where In-Person Marketing (IPM) Fits In

In the rapidly evolving B2B landscape, a well-defined Go-To-Market (GTM) strategy is essential for successful growth. While digital-first tactics dominate much of the conversation, one powerful approach often gets overlooked: In-Person Marketing (IPM).

As we move through 2025, B2B companies face increasing pressure to create consistent, predictable pipelines while engaging increasingly elusive buyers[1]. The challenge? Knowing which GTM buttons to push isn't always straightforward, especially when marketing budgets are leaner than ever.

This article breaks down the primary GTM strategies used in B2B today and shows how IPM not only fits into the modern GTM stack but often fills crucial gaps that digital approaches can't address alone.

What Is a GTM Strategy, and Why Does It Matter?

A Go-To-Market (GTM) strategy is a detailed, step-by-step sales and marketing plan for launching a new product or bringing an existing product to a new market[2]. It defines how a company positions its offerings, covering everything from ideal customer profiles (ICPs) to marketing channels, sales motions, and customer acquisition models.

The right GTM strategy delivers several critical benefits:

• Reduces time to revenue
• Streamlines lead qualification
• Helps differentiate your brand in competitive markets
• Creates alignment between marketing, sales, and customer success teams

In 2025's challenging business environment, having a solid GTM strategy isn't just helpful—it's essential for survival and growth.

The Primary B2B GTM Strategies for 2025

Let's explore the six most effective GTM strategies B2B companies are using in 2025:

1. Inbound Marketing-Led

This strategy attracts prospects through valuable content and pulls them into a funnel via SEO, thought leadership, and social media. It's built on the idea of earning attention through value rather than interrupting with ads.

Tactics include:

• Blogging, SEO optimization, and lead magnets
• Webinars and gated content
• Nurture email sequences

Best for: Scalable, long-tail lead generation and brand-building, particularly for companies with longer sales cycles that benefit from educational content.

2. Sales-Led Growth

A traditional but still powerful strategy where outbound sales teams drive engagement, often supported by SDRs and AEs. It focuses on high-touch, personalized outreach.

Tactics include:

• Cold outreach (email, phone, LinkedIn)
• Account-Based Selling (ABS)
• Demo-led qualification

Best for: Enterprise or high ACV products requiring consultative sales processes where human expertise adds significant value.

3. Product-Led Growth (PLG)

PLG puts the product experience front and center. Prospects engage with a free trial or freemium version, with the product itself doing much of the selling.

Tactics include:

• Self-serve onboarding
• Usage-based pricing
• In-app prompts and conversion nudges

Best for: SaaS platforms with intuitive UX and fast time-to-value that can demonstrate clear benefits during a trial period.

4. Account-Based Marketing (ABM)

ABM flips the traditional funnel: instead of marketing broadly, it targets a select list of high-value accounts with personalized campaigns and coordinated outreach.

Tactics include:

• Tailored ads and microsites
• Account-specific content
• Sales-marketing orchestration

Best for: Long sales cycles and multi-stakeholder enterprise deals where personalization drives significant ROI.

5. Channel or Partner-Led GTM

In this strategy, third-party resellers, VARs, or partners serve as the primary route to market, extending reach without massive internal team expansion.

Tactics include:

• Partner enablement programs
• Co-marketing efforts
• Revenue-share or referral models

Best for: Scaling reach without building a massive internal sales team, particularly when partners have established customer relationships.

6. Event-Led or In-Person GTM

Live events—conferences, trade shows, meetups—form the core GTM channel here. This is where IPM (In-Person Marketing) becomes more than just a tactic; it becomes a strategic motion.

Tactics include:

• Sponsored booths and live demos
• On-site lead capture
• Field rep-led networking

Best for: High-touch sales, building brand credibility, and accelerating pipeline velocity through face-to-face interactions.

Where In-Person Marketing (IPM) Fits into Modern GTM

In-Person Marketing refers to any strategy that revolves around face-to-face, human-led interactions—usually during events like trade shows, conferences, field marketing activations, and private executive dinners.

Why IPM Matters in 2025

As we move deeper into 2025, IPM has become increasingly important for several reasons:

Fills the attribution gap: IPM captures engagement that digital funnels often miss, such as business cards, informal conversations, and relationship-building moments that don't register in analytics platforms.

Accelerates trust-building: Nothing builds confidence faster than a handshake or face-to-face conversation, especially in complex B2B sales environments.

Maximizes ROI at events: With the right tools, IPM turns events from cost centers into high-performing GTM assets with measurable returns.

Addresses buying group dynamics: As buying power now resides with cross-functional groups rather than individuals, IPM provides opportunities to engage multiple stakeholders simultaneously[3].

IPM As a Complement to Every GTM Strategy

The beauty of In-Person Marketing is that it enhances every other GTM approach:

With Inbound: Capture and convert leads at in-person events that your content helped attract. These warm leads often convert at higher rates than purely digital interactions.

With Sales-Led: Give reps real-time context and credibility through event engagement. Sales teams armed with recent in-person interactions can personalize follow-ups more effectively.

With PLG: Use in-person demos or workshops to convert free users into enterprise clients. The human touch often helps bridge the gap between self-serve and enterprise adoption.

With ABM: Align field events and executive dinners with key account strategies. In-person touchpoints can be the difference-maker in complex ABM campaigns.

With Partner-Led: Enable partners to run IPM playbooks to drive shared pipeline. Partners who can effectively represent your brand in person become exponentially more valuable.

The Future of GTM Is Hybrid—and IPM Is the Glue

Modern GTM isn't about choosing one strategy—it's about orchestrating multiple motions that meet buyers where they are. And increasingly, they are showing up at live events, summits, and conferences looking for real, human connection.

Building a Fully Aligned GTM Strategy for 2025

According to industry experts, to build a fully aligned GTM strategy for 2025, you need:

1. All teams working from a connected data source centered around the CRM
2. Reports that track data quality, ICP, average customer journey, deal velocity, and performance
3. Business unit heads that collaborate rather than undermine each other
4. Deep competitive analysis[4]

This is where modern IPM platforms like Popl become invaluable. By connecting in-person interactions directly to your CRM and enriching contact data in real-time, these tools ensure that valuable face-to-face engagements don't exist in a silo separate from your digital efforts.

Key IPM Trends Shaping 2025

Several trends are reshaping how companies approach In-Person Marketing:

Beyond basic lead capture: Modern IPM isn't just about collecting business cards—it's about capturing rich engagement data that informs the entire customer journey.

Unified ICP & account tiering: Successful companies are aligning their in-person efforts with the same ICP and account tiers used in digital channels[3].

Intent data integration: Combining digital intent signals with in-person engagement creates a more complete picture of buying readiness.

Marketing beyond leads: Forward-thinking organizations are measuring marketing (including IPM) by revenue contribution, pipeline velocity, and account engagement rather than just lead volume[3].

Implementing IPM Within Your GTM Strategy

For B2B companies looking to incorporate or strengthen IPM within their GTM approach, consider these practical steps:

1. Audit Your Current Event Strategy

Start by evaluating how you're currently handling in-person interactions:

• Are you capturing leads effectively at events?
• Does event data flow seamlessly into your CRM?
• Can you track ROI from in-person activities?

2. Connect Your Tech Stack

The foundation of effective IPM is technology that bridges the physical and digital worlds:

• Implement lead capture solutions that work offline
• Ensure real-time syncing with your CRM
• Deploy tools that enrich contact data automatically

3. Align Teams Around Shared Metrics

For IPM to succeed, marketing, sales, and customer success must share:

• Common definitions of qualified leads
• Visibility into the customer journey
• Accountability for pipeline and revenue metrics

4. Develop IPM Playbooks for Different Scenarios

Create specific playbooks for:

• Trade shows and conferences
• Field marketing events
• Executive dinners and VIP experiences
• Partner enablement

Conclusion

The strongest B2B companies don't rely on a single GTM strategy—they blend digital, product-led, outbound, and in-person experiences to drive growth. In this mix, IPM is no longer optional—it's a core pillar of a complete GTM strategy.

As we navigate through 2025, the companies that thrive will be those that understand how to orchestrate multiple GTM motions while recognizing the unique value of human connection. By implementing the right tools and processes to capture, enrich, and activate in-person interactions, B2B organizations can turn every handshake into a measurable, pipeline-driving asset.

If you're not leveraging IPM as part of your GTM, you're likely leaving revenue—and relationships—on the table. The most successful companies will be those that master the art and science of blending digital efficiency with human connection.

Citations