Go-to-market strategy, by market
11 markets
Developer tools
Adoption happens before the purchase. Your job is to survive the trial without a human in the room.
AI-native SaaS
Two problems no other market has: buyers do not trust the output, and your costs scale with usage.
Fintech
Long cycles, a compliance gate you cannot charm, and trust assets that must exist before the first call.
Healthtech
Clinical users, administrative buyers, procurement cycles measured in quarters, and a privacy gate with no shortcut.
Cybersecurity
A sceptical practitioner audience, budget released by incidents and audits, and a crowded category.
HR tech
A buyer with limited budget, no spare hours, and a rollout that fails if employees ignore it.
Martech
Your buyer does your job for a living, owns twelve tools already, and will ask you to prove attribution.
Legaltech
A profession that is paid for its time, personally liable for errors, and slow to adopt by design.
Vertical SaaS
A small, connected market where credibility is everything and word travels in both directions.
Proptech
A fragmented, relationship-driven industry where one portfolio decision brings hundreds of properties.
Ecommerce SaaS
Marketplace distribution, agency partners, and a buyer who will measure you in revenue within a week.
Not sure which one you are?
If your product could sell into any of these, you have a beachhead problem, not a market problem. Start with choosing an ICP for horizontal SaaS, then come back and pick the segment you scored highest.
- Go-to-market strategy for B2B SaaS — the general stage-by-stage guide, €0 to €1M ARR.
- Pre-launch go-to-market — before you have a product or a customer.
- Go-to-market for low-priced SaaS — roughly €10–€49 per month per customer.
- Free GTM scorecard — 5 questions, 2 minutes, no account.
Get your 90-day go-to-market plan
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