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How to Prioritize Channels in Your First SaaS GTM Strategy

SaaS Consult Editor
Apr 24, 2025
2 min read

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.

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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 StageChannels That Work
AwarenessSEO, social, podcasts, partnerships
ConsiderationRetargeting ads, nurture emails, webinars
EvaluationSales 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:

  1. Are we getting leads at a cost we can afford (CAC)?
  2. Are those leads converting at a healthy rate?
  3. 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