Unleashing the Power of Barbie: A Masterclass in GTM Strategy for Cloud and AI Tech Businesses

Discover the groundbreaking strategies that have made Barbie’s Go-To-Market (GTM) approach absolutely amazing. Developed by our esteemed CMO Chaitra Vedullapalli, this post takes you behind the scenes of Barbie’s triumphant marketing campaign.

Amidst the challenges of the Hollywood strike, Barbie faced a unique obstacle: lead talent could not participate in the promotional activities. However, through the unwavering support of the audience and communities, Barbie’s narrative and GTM plan of action captivated the world.

In this exclusive post, our CMO reveals the secrets behind Barbie’s success. From crafting a compelling narrative to implementing an innovative GTM strategy, Barbie’s marketing feat serves as a true masterclass in pushing boundaries and driving results.

Experience the remarkable journey of Barbie as she defies conventions and reshapes the industry. Visit link to dive into the unparalleled GTM strategy that propelled Barbie to new heights during challenging times.

Embrace the lessons learned from this iconic brand and unlock the potential for innovation and success in your own marketing endeavors. Together, let’s learn from the masterclass that is Barbie and revolutionize the way we approach GTM strategies.

Don’t miss out on this inspiring and insightful article by our visionary CMO.

Summarized Unleashing the GTM Expert within: A Deeper Dive into Barbie’s Success

As a GTM expert, I delved deep into the box office collections, PR tactics, and distribution strategies surrounding the Barbie phenomenon. What I discovered left me truly astounded. The way Mattel’s Barbie marketing team and Warner Bros. studio crafted their PR and distribution strategy, leveraging the power of collective action, was nothing short of brilliant.

A Marketing Masterclass in Motion

The marketing frenzy that accompanied the release of Barbie was unparalleled. Mattel’s Barbie marketing team and Warner Bros. spared no expense, executing a marketing blitz that set new industry standards. Every detail was meticulously planned, resulting in a mesmerizing spectacle that showcased true marketing genius in action.

The Astonishing ROI of an Exceptional GTM Strategy

It’s no secret that a successful marketing campaign comes with substantial financial investment. However, the astounding returns generated by Barbie’s GTM strategy are a testament to its brilliance. For every dollar spent on PR and marketing, they reaped tenfold in results. This is the power of a well-executed GTM strategy that seamlessly activates PR and integrated marketing efforts.

  • Budget = $100M
  • Gross Revenue (Worldwide) = $780M (as of 7/30/23)
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Absolutely stunning results!

Here are some GTM Strategies that leveraged technology, products and digital media that was personalized and specialized to create bold and visionary move. The Barbie Movie Maker Greta Gerwig has expertly harnessed the power of experiential stunts, traditional media, and user-generated content to create an irresistible pull towards the cinema. The strategic brilliance behind these endeavors is truly remarkable, fueling a wave of excitement and anticipation among fans. Here are some marketing activation that caught my attention

  1. ICONIC Dreamhouse: One of the standout moments in this marketing extravaganza was when Barbie star Margot Robbie covering Vogue to the doll’s iconic Dreamhouse being listed on Airbnb. Catapulting the iconic doll into the realms of high fashion and capturing the attention of a diverse and influential audience. This visionary move not only solidified Barbie’s status as a global phenomenon but also showcased the seamless integration of entertainment and cultural impact. The moviemaker has also leaned into experiential stunts, traditional media and user-generated content to push fans towards the cinema, from Barbie star
  2. Barbie Takes Over Times Square : In an unprecedented move, Barbie dominated Times Square with a larger-than-life billboard, showcasing the film’s dazzling visuals and captivating narrative, igniting excitement and anticipation among passersby.
  3. We are all Barbie : Released a selfie generator that let fans insert themselves straight into Barbie Land. The UGC tool meant anyone could star as Barbie, with their own tagline (“This Barbie is a… advertising journalist”).
  4. Stay in Barbie’s home : Star Margot Robbie made her character’s home aspirational by taking viewers on a tour of the iconic Barbie Dreamhouse for Architectural Digest.
  5. Barbie’s Charity Partnership : Showcasing the brand’s commitment to social responsibility, Barbie partnered with a renowned charity organization, showcasing Barbie’s positive impact on empowering young girls worldwide.
  6. Barbie is a jet-setter : When Barbie isn’t at home in the Dreamhouse, she’s jet-setting. That’s why the Béis x Barbie luggage collection just makes sense. The Barbie x Béis luggage collection was designed with millennials in mind
  7. Dress like Barbie : Fashion brands including Target, Gap and Show Me Your Mumu dropped Barbie-themed clothes, but Forever 21 and Claire’s collections speak to the recent wave of ‘90s nostalgia. The Forever 21 x Barbie collab features 76 pieces, from sunglasses to matching loungewear, cropped T-shirts and halter tank tops.
  8. Barbie goes dating : Off-screen, dating app Bumble has teamed up with the movie to turn Barbie and Ken into IRL dating coaches. The app is running a new experience where users can get motivation from all the Barbies and Kens featured in the movie (including Robbie’s main Barbie, Ryan Gosling’s Ken, President Barbie played by Issa Rae and Ken No. 2, who is Simu Lu).
  9. Barbiecore infiltrates lunch : Burger King Brazil’s Barbie-themed meal comes with a cheeseburger topped with a smoky pink sauce, a pink vanilla milkshake, “Ken’s potatoes” (fries) and a pink frosted doughnut.
  10. Barbie’s Influencer Campaign : To create a buzzworthy campaign, Barbie partnered with influencers worldwide, showcasing the brand’s positive impact on lifestyle, fashion, and self-expression.

Revolutionizing the Business Landscape

Barbie’s success story serves as a beacon of inspiration for marketers, entrepreneurs, and leaders across industries. It demonstrates the unlimited potential that lies within a thoughtfully crafted GTM strategy. By embracing innovative concepts, setting new standards, and investing in bold, forward-thinking initiatives, businesses can reshape their future.

Creating Cultural Shifts through Strategic Action

Beyond its commercial success, Barbie’s impact extended far beyond the box office. It ignited conversations, challenged societal norms, and empowered women of all ages to embrace their limitless potential. The combination of a compelling narrative, purpose-driven marketing, and strategic distribution fueled a cultural shift that transcends far beyond the realms of entertainment.

Unlocking the Power of GTM Strategy

Barbie’s triumph underscores the significance of strategic marketing and GTM excellence. By meticulously curating a holistic strategy that encompasses PR, distribution, and integrated marketing, businesses can create transformative experiences that leave an indelible mark on their target audience.

Let Barbie’s success serve as a catalyst for innovation for technology leaders, as we embark on a journey to unlock the full potential of GTM strategy and drive meaningful change.

So, the next time you watch a movie or witness a marketing masterclass unfold, take a moment to appreciate the strategic brilliance at play. It is through the fusion of storytelling and innovative marketing that we can inspire, empower, and shape our collective future.

Articles to read:

Join the conversation and let us know how Barbie’s success story has inspired you to push the boundaries of your own GTM strategy.

Here are two sessions to get you all going:

Also tell me in the chat which movie or tech solution GTM you want me to dissect deeply and share my GTM perspectives. Learn more about Cosell GTM ramp to revenue program we just launched to help you explore strategies to accelerate your demand gen and partnerships with Hyperscalers.

Voice your thoughts in the comments below and embrace the power of strategic marketing in driving transformative change!

Join us in uncovering the power of Barbie’s GTM strategy and let’s create marketing excellence together.

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A Case for Investing In Strategic Cosell GTM with Cloud Hyperscalers

Cloud hyperscalers are some of the most innovative and foundational companies out there, and the prospect of starting a partnership with one is an opportunity of a lifetime. It’s little wonder why — these partnerships let businesses leverage the brand power, technical resources, knowledgebase, and sales acumen of a time-tested enterprise.

When it comes to go-to-market strategies, cloud hyperscaler partnerships are invaluable. Through association and collaboration, these partnerships bring massive amounts of awareness, interest, and loyalty to your business. Here’s how you can make the most out of this opportunity.

Co-Innovation Supercharges Novelty

Co-innovation is when two companies share their knowledge, resources, and technology to generate new ideas and discoveries. The power of co-innovation is that it opens up the limits on your business’ collective knowledge, letting your workforce internalize the external knowledge of others.

The result? Two skilled teams coming together to explore the cutting edge of their industry. Co-innovation, then, is an empowering way for businesses to generate innovative product ideas to take to market. It also has a profound effect on employees, who are broken out of their business-as-usual ruts and encouraged to learn new strategies, work with new methods, and collaborate with new teams.

Co-Marketing Fuses Audiences

Co-marketing is when two businesses come together to promote an offer they created together, such as a new service, product, or piece of content. By leveraging both companies’ skill sets and audiences, the product can lead to much higher sales and generate many more leads. These are fertile grounds to execute any go-to-market strategy.

More than that, a co-marketing partnership will also strengthen the core business and give employees prospects for more leads, higher ROI, and less work to close better deals. These are long-lasting, holistic benefits.

Co-Branding Bolsters Credibility 

Often confused with co-marketing, co-branding is when two brands leverage common ground to multiply their exposure to new segments in their industry, often by combining their services and products to make a more valuable one. Of course, co-branding partnerships run much deeper than new fused logos and exciting brand partnership announcements.

After all, a successful co-branding partnership won’t just generate interest and share audiences — it will also share talent, putting your employees in conversation with others and in new environments. This is a refreshing and exciting way for them to expand their skill sets and spread their knowledge.

Co-Selling Multiplies Sales

Co-selling is a partnership in which two businesses join forces to share their customers, often by jointly creating a product or service and offering it to their respective leads and customers. As you can imagine, co-selling can overlap with other collaborative strategies, but at its essence, it focuses on conversion and closing deals.

The case for co-selling for employees is a powerful one. By bringing together the experience and unique strengths of two teams, the co-selling environment is incredibly collaborative and offers many opportunities for personal development and enrichment.

How to Assess Your Preparedness for Cosell GTM Strategies

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After decades of experience working with businesses, enterprises, and cloud hyperscalers, the Meylah team has created a simple-but-powerful six-step guide to co-selling and co-marketing readiness. Ready to get your free preparedness assessment? Once you’re finished, you can join a one-on-one discussion with one of our experts.

10 Commandments of Cloud Cosell Marketing with Hyperscalers

Not so long ago, the world was much different from how it is now. Economies were strong, opportunities abounded, and the future may seem somewhat predictable. Perhaps you even recall your business’ demand going up to the skies, and clients were to be found all around the corner.

That was until COVID happened. Then everything changed; the world stopped. Economies collapsed, societies isolated themselves from the rest of the world, and doing business was so confusing.

But then, everything started to reactivate from one day to another. New technologies started to appear, and some other old technologies started to evolve. And we needed to adapt quickly.

SaaS businesses and Cloud Solutions started to dominate the market. 

Online businesses also started to grow. 

And with them, they all needed to invest in a sustainable digital marketing strategy.

And for those who chose this path, Cloud Cosell Marketing was a new and excellent choice of starting over to create a predictable demand engine and brand amplification for their business.

But, if you’re new to this world of Cloud Cosell Marketing, what is it anyway? And how can you profit from it?

Cloud Co-Sell Marketing is a new marketing strategy where both companies work together to develop a joint GTM framework that aligns with both companies’ goal & objectives, helps create demand generation, leverage cloud marketplaces, and shows the strength of the joint brand between the two companies.

At first, it may sound a little bit tricky to understand. But it is basically when two companies join forces to generate new leads and business opportunities through joint marketing activities such as events, content development and others.

However! And to start your co-selling marketing adventure on the right foot, you must follow 10 Cloud Cosell Marketing Commandments. Let’s take a look at them!

1. Secure Executive Sponsorship

We all need a sponsor for our projects, and that’s how it is. Sponsors are the key for companies and organizations to achieve tremendous diversity—whether in their members and ideas, creating incredible business results.

2. Articulate Strategic Value & Impact

This applies to every business on Earth. You only need to remember that it is not about ‘what’ your cosell product is, and instead, ‘why’ they need your cosell-ready product. Three easy steps for articulating value are:

  • Reflect your customer’s desires and challenges.
  • Describe how your Co-Sell ready product or service will change their lives.
  • Finish with some facts about your Co-Sell ready product (the what).

3. Getting Fundamentals rights

Don’t ever forget that you’re in the Cloud Co-Sell world. Every Hyperscaler has its own rules, conditions, and ways to do business. Before engaging with a Hyperscaler such as Microsoft, Google or AWS ensure you understand what they want and how they roll. The fundamentals consist of Messaging, Content, Marketplace Listing, Joint Consumption Goals, etc.

4. Alliance + Marketing Team Collaboration is critical

Two are better than one. When you think of a marketing team, the first thing that comes to mind is that they will focus on achieving just marketing goals. However, when you start thinking of an Alliance team, it is more oriented to working to achieve cosell marketing goals.

It might sound similar. But, establishing this collaboration between both teams is critical for your cosell marketing in general. And in most cases, companies fail when they can’t articulate to put both teams to work together.

5. Plan for the year, execute in quarters

Just like you, your company should have goals in the long run. And to achieve these goals, you better have a plan for it. A good way to make some progress is to set annual Co-Sell marketing goals and continuously execute and track them every quarter.

6. Co-Sell events are your #1 B2B demand generator

A good Co-Sell event is the step door to a whole new world of business opportunities. As this title says, it is your #1 B2B Demand generator. So you better put all of your efforts into engaging real potential customers to join your event. That’s why Cloud Co-Sell Marketing with Events is so important. It is your one tool to secure more deals and create more business opportunities!

7. Organize Dream Team that can execute

Teamwork makes the dream work. Make sure you surround yourself with people that are passionate about cosell, and what they do and can contribute to making your company goals be realized through cosell marketing activities.

8. Implement Co-Sell Marketing Coordination Engine

Every ship needs its captain. And Cloud cosell marketing teams are no exception. If you have been sailing the cosell marketing world lately, you’ve probably noticed that it’s more complex than it seems. A lot of multitasking is involved, and someone has to ensure you’re heading the right way. 

When you have defined a coordination engine for your company, your team can achieve goals, receive clear direction, manage resources and assign properly, and keep track of progress. So make sure your company has a good coordination engine. Because when things get spicy, you’ll definitely need it.

9. Proof of execution matters

The title is a bit self-explanatory. According to lawinsider.com, Proof of Execution means documented and verifiable evidence that the company or a third party acting on the company’s behalf has completed a Marketing Activity.  Document the proof of execution for invoicing for MDF funding.

10. Start with the Customer List and Lead with a Customer list

Before thinking about where you’re heading, you need to know where you are. Knowing your customer is perhaps the most essential asset of Co-Sell Marketing. It will allow your team to gain more prospects, create the right engagement, and monetize your investments.

Now that you know the importance of knowing your ideal customer, it is time to build a Customer list. But why is that helpful for your business? Simple. Remember that we’re talking about marketing! Having a list of targeted customers will increase the probability of engagement, therefore, securing more deals.

Just remember that your customer list is like a plant. You need to nurture it in order to grow. And don’t limit yourself to a static list. Expand it! Add more names to your list, and follow the previous 9 commandments.

Success is almost certain!

Want to know how you are performing in your cosell marketing, take a free assessment https://cloudcosellgtm.com/ and schedule your 1:1 session with us.

To learn about Cosell Marketing, visit our page.