10 GTM Tactics You Can Steal for H2 2025
Co-marketing, referral program, competitor hub and more
Hey - it’s Alex!
Today we cover 10 actionable tactics to generate new leads and close existing pipeline.
All of these tactics can be applied to your SaaS in < 1-2 weeks of work.
Bonus Links
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✅ GTM foundation: How SaaS founders grow from €0 to €1 million ARR
✅ The 6 phases of founder-led sales
✅ 10 GTM myths from €0 to €1 million ARR
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GTM Tactics to drive pipeline and close deals faster
This week’s edition is a little different.
Most of the time, I share deep-dive guides - tactical frameworks, strategic plays, and tested SaaS GTM principles.
But now we’re entering the second half of the year.
And if you're like most early-stage founders, you’ve just wrapped up your H1 review - taking a hard look at what’s working, what’s not, and what needs to change to hit your goals by the end of the year.
This issue is here to help with that.
I’ve curated 10 tactical, actionable GTM plays you can implement this week.
They help you generate new leads (build a qualified pipeline) and close more of your existing pipeline.
1️⃣ Customer Success Story Campaign
Creating good case studies is one thing.
Together with Romana I wrote a full guide on case studies.
Making use of them is the other thing. Most companies embed their social proof on their website.
But what they ignore is using case studies strategically in their sales process and/or thinking about other ways to share their case studies online.
So, doing a ‘customer success story campaign’ can help you close your pipeline faster.
Here are a few ways:
✅ Drop them into your cold outbound - pair a quick value prop with a customer result (“we helped X cut Y by Z%”)
✅ Add your case studies to your newsletter (product updates)
✅ Add case studies in your sales email templates (matched by persona or industry)
✅ Re-activation campaign with lost deals / old leads
✅Use them as call-to-action in (retargeting) ads (e.g. “See how [Company] solved X with [Product]”
✅ Post short success clips on LinkedIn (part of your founder-led LinkedIn activity)
2️⃣ Make your logo carousel on your website clickable with 'read case study'.
This aligns perfectly with 1️⃣.
I saw it first done by Clay - now more comanies adapt this. I think it’s brilliant as you add another (social proof) CTA in your hero section without cannibalizing the other content.
3️⃣ Co-marketing with Integration partners
The idea is to leverage your partner's network and credibility to reach their audience.
Build a dedicated integration page and co-create content like webinars or blog posts to tap your partner audiences.
4️⃣ Customer Referral Program
Use every touch point with your customers to find who else from their network can benefit from your solution.
Depending on your sales motion and stage of the company, this could look a bit different.
✅ Asking for referrals in your sales and customer success calls
✅ Building a user-led referral program
5️⃣ Partner Referral Program
Other than the customer referral program, you now incentivize third parties (non-customers) to refer your product to their network. Usually, you offer commissions or revenue share for successful referrals.
In my affiliate referral guide, we talked about the different types of ‘partners’ you can win for your referral program.
✅ Influencer / Creators
✅ Value added partners (e.g. consultants, service providers)
6️⃣ Public ‘template library’ page
Publish a gallery of ready-to-use templates with previews and "Use Template" CTAs.
This one works especially well if your product solves very specific use cases that people search online.
“How to do X” or “How to connect X and Y” “Template for X”
Have a look at companies like lemlist, airtable or miro who are doing a great job here.
7️⃣ Add an 'upgrade to yearly' banner in your product.
Display an in-product banner promoting annual plan savings for existing customers (on monthly payments).
Miro does it and incentivizes users to upgrade from monthly to yearly plans.
8️⃣ Launch a 'pillar page' that acts as your 'competitor-related' content hub.
The idea is to build a content hub (pillar page) that contains all your competitor-related content pages:
✅ “X vs Y” comparisons
✅ Competitor alternatives, and
✅ Best-of “product category” lists.
Have a look at these great examples:
9️⃣ BOFU keywords social listening (on Reddit & LinkedIn)
The idea is to monitor highly-relevant keywords on social and respond to them (with comments & maybe even relevant outreach).
👉 Want to deep dive? Together with Charlotte, I wrote a social listening guide for SaaS founders.
1️⃣0️⃣ Warm outreach to website visitors and social engagers
The idea is to track first-party intent data and then do a warm outreach.
Especially website visitors and LinkedIn engagers are highly relevant.
Together with Florian, I wrote a full guide on 4 Allbound playbooks you can copy for your business.
That’s it.
But if you want more tactics like this, I have a few more for you:
👉 10 actionable LinkedIn social selling tactics
👉 9 Social selling tactics to drive pipeline for your SaaS
👉 9 tactics to get your first 50 customers in 2025
Or check out my 100+ actionable growth tactics database.
Happy growth 🚀
3 ways I can help you grow your SaaS to €1 million ARR 👇
1️⃣ Build your SaaS GTM strategy with my free Workbook (helped 5000+ SaaS leaders).
2️⃣ Get a 360° GTM audit of your status quo + custom 6-month action plan.
3️⃣ Work 1-on-1 with me - GTM Advisory for SaaS founders from 0€ to €1 million ARR