How to Prioritize Channels in Your First SaaS GTM Strategy
Picking the right marketing and sales channels is one of the most overlooked decisions in an early-stage SaaS go-to-market (GTM) strategy. Most founders default to “content + ads” or try to copy competitors. But a smart GTM strategy starts with prioritizing channels that match your product, customer, and motion.
Here’s how to do it without wasting time or budget.
Step 1: Know Your Sales Motion — PLG vs SLG vs Hybrid
Your GTM channel mix should match how people buy and use your product:
Product-Led Growth (PLG):
- Low-touch, self-serve onboarding
- Examples: SEO, communities, freemium signups, content marketing
Sales-Led Growth (SLG):
- Mid-to-high ACV, needs demos or stakeholder buy-in
- Examples: outbound email, LinkedIn Ads, events, ABM
Hybrid:
- Combine inbound with sales follow-up
- Examples: content → SDR call, webinars → demo request
More on how PLG vs SLG affects channel strategy →
Step 2: Identify Where Your ICP Spends Time
If your ideal customers are:
- Developers → Hang out in GitHub, Reddit, dev forums
- HR managers → Active on LinkedIn, HR communities
- Founders → Found on LinkedIn, Substack, podcasts
Use this to match top-of-funnel channels with your ICP’s behavior.
Already defined your ICP? Here’s how to structure it.
Step 3: Map Channels to Funnel Stages
A simple framework:
| Funnel Stage | Channels That Work |
|---|---|
| Awareness | SEO, social, podcasts, partnerships |
| Consideration | Retargeting ads, nurture emails, webinars |
| Evaluation | Sales calls, demos, case studies |
Choose 1–2 channels per stage to start. Nail them before expanding.
Step 4: Validate Fast, Then Scale
Don’t over-invest in a channel without proving traction.
Use this 3-question test:
- Are we getting leads at a cost we can afford (CAC)?
- Are those leads converting at a healthy rate?
- Do we understand how to scale this without burning out?
Most SaaS GTM failures come from scaling unvalidated channels.
Common Mistakes to Avoid
- Copy-pasting another startup's playbook without context
- Launching in 5 channels at once with no depth
- Ignoring buyer behavior (e.g., outbound to PLG users)
- Confusing awareness with intent
TL;DR: GTM Channel Prioritization Checklist
- Identify your GTM motion: PLG, SLG, or hybrid
- Know where your ICP hangs out
- Map 1–2 channels per funnel stage
- Test for cost, conversion, and scalability
- Don’t copy—customize for your product and stage
Need help prioritizing GTM channels for your SaaS? Explore our GTM strategy framework or book a call to get started.