How to Build a Go-to-Market Strategy Using Artificial Intelligence
Francesco Circosta Cuadro — AI Consultancy & Integration Firm
Get ready: Open Claude.ai (Pro plan recommended) · Open Apollo.io (free account works) · Google Sheets or Notion for notes
Section 0 — Opening
I'm not going to show you how AI works in theory.
I'm going to build a complete GTM strategy for a company — live, in 2 hours.
Screen shows Claude.ai live on the projector. No presentation slides.
Live Demo — 60 Second GTM
Give Me a Company
Industry. Product. Target customer. I'll build a GTM in 60 seconds.
You are a senior CMO specialized in B2B GTM.
Company: [AUDIENCE INPUT]
Give me: the ideal customer (ICP), the core message,
the primary channel, and the first commercial action to take tomorrow.
Be direct, concrete, no disclaimers.
Run live. Read response aloud. Comment on speed and precision.
That's the level of output you'll have in 2 hours.
Built on YOUR company. With YOUR logic. With real data.
Section 1 — The AI-First GTM Framework
Why traditional GTM is broken
And what replaces it.
Traditional GTM Has 3 Fatal Flaws
It's slow.
1-2 months for a decent ICP, positioning, and outreach sequence.
It's assumption-based.
Few real tests. Lots of PowerPoint. Strategy built on what the founder thinks, not what the market says.
It breaks on first contact.
The ideal customer is never the one you imagined.
AI compresses weeks into hours. And lets you test 10 ICP variants instead of 1.
4 Pillars · 90 Minutes · Your Complete GTM
Pillar 1
ICP
WHO are you targeting? → Customer profile + segments
Pillar 2
Messaging
WHAT do you say? → Value prop + pain openers
Pillar 3
Channels
WHERE do you reach them? → Channel priority map
Pillar 4
Sequences
HOW do you convert? → 5-touch outreach campaign
We build all 4 today — live.
Pillar 1: ICP
Who Exactly Is Your Ideal Customer?
What specific problems do they have? (not generic ones) What triggers make them buy RIGHT NOW? What makes them say no? What objections are predictable?
Most companies stop at "SMBs in tech." That's not an ICP. That's a guess.
Pillar 2: Messaging
What Do You Say and How?
Value proposition in one sentence (no jargon) Primary vs secondary pain point Differentiation from competition Tone of voice per channel
The gap between a great product and a reply to your outreach is almost always messaging.
Pillar 3: Channels
Where Does Your ICP Live?
LinkedIn, events, communities, referrals? Which channel has the lowest acquisition cost? Pure outbound vs inbound-assisted? Not every ICP is on LinkedIn.
Pillar 4: Sequences — The System That Converts
Day
Touchpoint
Purpose
Day 1
Email 1
Open with the problem, not the product
Day 3
LinkedIn
Engage on their content, add the human face
Day 6
Email 2
Case study or social proof
Day 10
Email 3
Insight or valuable content
Day 14
Email 4
Breakup — create urgency or close the loop
The average B2B reply happens at contact #5. Most companies stop at #2.
Theory Done. Let's Build.
Open Claude. Follow along. Everything we build is yours to keep.
Section 2 — Live Build: ICP + Messaging
From zero to a complete customer profile in 15 minutes.
Francesco picks a pilot company (from the room or prepared example). Claude is live on screen from this point forward.
Step 1: Company Context
This is the foundation. Get this right, everything else follows.
You are a senior GTM consultant with 15 years of B2B experience.
Company: [NAME]. Industry: [INDUSTRY].
Product/service: [BRIEF DESCRIPTION].
Current target: [ROLE, COMPANY SIZE, SECTOR].
Build a detailed ICP with: demographic profile, purchase triggers,
primary and secondary pain points, typical objections, KPIs they
monitor, tools they use, preferred information sources.
Use a tabular format where possible.
Notice how AI separates functional pain points from emotional ones. Functional = what they tell their boss. Emotional = what drives the decision.
Step 2: Segment the ICP
One ICP is a starting point. Your market has sub-segments with different priorities, cycles, and channels.
Now split this ICP into 3 sub-segments with different priorities (A, B, C).
For each: estimated TAM, ease of closing (1-10), typical sales cycle,
best reach channel.
Conclude with a recommendation on which segment to attack first and why.
Step 3: Messaging Matrix
Same message, different channel = different tone.
Based on ICP segment A, build a Messaging Matrix:
Row 1: Value Proposition (1 sentence, max 15 words, no jargon)
Row 2: Pain Point opener (question to open conversations)
Row 3: Social Proof formula (type of case study that works best)
Row 4: Primary CTA (what we ask as a first step)
Row 5: Differentiation (why us vs the status quo)
Show the matrix for email, LinkedIn, and cold call.
15 Minutes. What Normally Takes 3 Weeks.
Save everything. In the next phase, we use it to find real prospects.
Section 3 — Prospect Research
From Profile to Real Names
We have the ideal customer profile. Now let's go find them.
A List Is Just Noise. Qualification Is the Signal.
Approach
Speed
Precision
Context
Manual research
Slow
High
Deep
Automated lists
Fast
Low
None
AI + data
Fast
High
Personalized
Step 1: Pull the Raw List — Apollo.io
Apollo.io filters mapped to the ICP we just built:
Filter
Value
Industry
[from ICP]
Company size
[from segmentation]
Role / Title
[from ICP profile]
Location
[target geography]
Tech stack
[if relevant]
Export 20-30 contacts live.
Step 2: AI Qualification
Turn an anonymous list into a prioritized outreach plan.
Below is a list of companies/people from Apollo.
Our ICP is attached.
For each prospect, rate (1-10): ICP fit, visible buying signals,
contact priority. Add a personalized opening angle based on their
industry or role.
Output as table: Name | Company | Fit Score | Opening Angle
You can find the list in an .xlsx file attached.
This cuts outreach prep time by 80%. The BDR knows exactly WHY to contact each person and HOW to open.
Bonus: LinkedIn Signal Mining
For high-value prospects (scored 8-10), go deeper.
Analyze now LinkedIn profile: [PASTE BIO]
Identify: recent triggers (new role, funding, team growth),
implicit pain points, professional interests.
Suggest 3 personalized opening angles for first outreach.
Section 4 — Outreach Sequencing
The Sequence That Converts
5 touchpoints. 14 days. Built live.
The average B2B reply happens at contact #5
Most companies stop at #2. That's not a strategy. That's a wish.
A sequence isn't "following up." It's building a narrative across touchpoints.
Build the Full Sequence
You are a B2B outreach expert with documented results in cold email
and LinkedIn outreach.
ICP: here attached as ICP
Product/service: [DESCRIPTION]
Value proposition: here attached as Messaging Matrix
Build a 5-touchpoint sequence over 14 days:
- Email 1 (day 1): problem-led opening, no selling, soft CTA
- LinkedIn (day 3): personalized comment or connection request
- Email 2 (day 6): social proof or mini case study
- Email 3 (day 10): insight or valuable content
- Email 4 / Breakup (day 14): close the loop or create urgency
For each: subject line, message body, specific CTA.
Tone: professional but human. No lazy templates.
No "I hope this finds you well."
Read Email 1 aloud. Ask the room: "Would you reply to this?"
Personalization at Scale
10 seconds per prospect. Looks like 30 minutes of research.
Take Email 1 from the sequence.
Adapt it for: [NAME, ROLE, COMPANY, RECENT TRIGGER]
Keep structure and tone. Personalize opening and CTA.
Output: subject + body. Max 120 words.
Multiply by 50 prospects a day.
A/B Test 5 Subject Lines in 10 Seconds
Create 5 subject line variants for Email 1:
1. Curiosity (provocative question)
2. Specificity (number or data point)
3. Direct pain point
4. Prospect name in subject
5. Pattern interrupt (unexpected, short)
For each: estimated open rate and best-fit persona.
Hands-On Exercise
Section 5 — Your Turn
12 minutes. 3 prompts. Your mini-GTM.
Click the timer in the top right to start the countdown.
Prompt 1 — Your ICP · 4 min
I am [ROLE] at [COMPANY].
We sell [PRODUCT/SERVICE] to [TYPE OF CUSTOMER].
Build my primary ICP with: profile, top 3 pain points,
purchase trigger, main objection.
Prompt 2 — Your Messaging · 4 min
Based on the ICP, write:
1. Value proposition in 1 sentence (max 12 words)
2. Pain point opener for a cold email (1 question)
3. CTA for the first contact
Prompt 3 — Your First Email · 4 min
Write Email 1 of an outreach sequence for my ICP.
Opening: problem, not product.
CTA: soft (reply, not a call booking).
Max 100 words. Subject line included.
Let's Hear What You Built
2-3 volunteers. What works, what's missing, how to improve with a follow-up prompt.
Section 6 — Your AI-First GTM Stack
Start Here
Claude Pro$20/mo · ICP, messaging, sequences
Apollo.io Free$0 · Prospect research, contacts
Google Docs / Notion$0 · GTM repository
Gmail / Outlook$0 · Manual outreach
Scale When Ready
Claude APIBatch processing, automations
Apollo ProEnrichment, sequences, analytics
n8n / MakeWorkflow automation
HubSpot / PipedriveCRM, pipeline tracking
LoomPersonalized video for HVP
This Is Not the Future. This Is the Present.
Some companies have already compressed the GTM cycle from 3 months to 2 weeks.
The difference is not the tool. It's the method. Now you have the method.
Want to Bring This Into Your Company?
Free 30-minute GTM Assessment
Where your GTM stands today. Where it could be in 60 days with AI.
cuadrogroup.com
Francesco Circosta Cuadro — AI Consultancy & Integration Firm
