INFLUENCER MARKETING

Go-To-Market Strategy Examples: 10 Ways to Scale with Influencers

Using influencers to promote your brand is more than just a trend – it's a must for any successful product launch.

Instead of relying on traditional ads, businesses tap into trusted voices with loyal audiences.

In fact, 90% of marketers agree that influencer marketing works wonders.

This tactic is not just about getting your product out there; it's about building lasting relationships with customers.

In this article, you'll get 10 practical tactics to use influencers effectively and power your go-to-market strategy.

Whether you're just starting out or you're looking to beef up your existing strategies, these insights will help you grow your business and expand your reach effectively.

Let’s dive in.

P.S. Need expert guidance? inBeat helps businesses connect with high-impact influencers to maximize reach, engagement, and conversions.

TL;DR:

• Influencer marketing is a cost-effective, high-impact way to accelerate product launches and enter new markets.
• Micro-influencers offer higher engagement and niche audience targeting, making them ideal for GTM campaigns.
• Long-term partnerships with influencers build trust, consistent content output, and brand credibility over time.
• Affiliate marketing models align influencer incentives with sales performance and provide clear tracking.
• Giveaways and contests drive buzz, user interaction, and community growth around new products.
• Co-creating content and products with influencers boosts authenticity and product-market fit.
• Align influencer content with stages of your sales funnel to increase conversion and reduce CAC.
• Multi-platform strategies (e.g., TikTok, YouTube, Instagram) expand reach and adapt messaging to different audiences.
• Use analytics tools to track campaign performance, A/B test content, and optimize for ROI.
• Localized influencer strategies are critical for global expansion and authentic regional engagement.
• User-generated content (UGC) builds community, increases trust, and sustains post-launch visibility.
• Case studies from brands like Skims, LEGO, Nike, and CeraVe show the power of influencer-driven GTM strategies.
• Best practices include selecting influencers carefully, setting KPIs, and ensuring authentic brand alignment.
• Influencer content should be high-volume early in the launch, cross-platform, and optimized through testing.
• Cost varies by influencer size, but micro-influencers offer high ROI for GTM campaigns.

What Is a Go-To-Market (GTM) Strategy?

A go-to-market (GTM) strategy is a focused plan that defines how a business will bring a product or service to market and reach its target customers.

Unlike a traditional marketing plan, which covers broad branding and long-term promotion, a GTM strategy is more tactical and short-term.

For example, you’ll want to outline specific sales channels designed to drive rapid brand recognition and upfront user acquisition – among others.

What Is Influencer Marketing?

​Influencer marketing is when brands team up with popular social media personalities to promote products or services.

It's pretty effective – about 86% of people buy something at least once a year because an influencer suggested it.

"A trusted referral is the holy grail of advertising" - Mark Zuckerberg

Plus, for every dollar companies spend on this type of marketing, they see an average return of $5.78.

Not too shabby, right?

What are the Risks of Entering and Expanding Into a New Market?

Expanding into a new market comes with financial and strategic risks, especially when influencer marketing is a core tactic.

As Carlos Casquilho, Head of Revenue at Cure Media, explains:

"Choosing the wrong influencers, due to lack of local knowledge, can be both time consuming and expensive."

Without an understanding of local pricing models, businesses risk overpaying and wasting time negotiating unfavorable terms.

Also, partnering with influencers who don’t mesh well with your audience can knock down your credibility.

Jumping in without a solid plan to measure success or local know-how can also slow down how fast you bring in customers and mess up your results.

How Does Influencer Marketing Enhance a GTM Strategy?

Influencer marketing enhances a GTM strategy by tapping into established, engaged audiences and shortening the sales cycle.

It weaves authentic voices into your product launch, making it easier to connect with your target customers from the get-go.

Benefits of Scaling with Influencers

Let's summarize the benefits of scaling with influencers:

• Enhanced brand awareness: Influencers expand your reach by introducing your brand to their followers, increasing visibility.​ And 70% of marketers agree they do so beautifully.
• Improved engagement rates: Content shared by influencers often sees higher engagement than traditional ads. As such, you’re fostering stronger connections with potential customers.​ As a side note, nano and micro influencers have the highest engagement rates.
• Cost-effective marketing: Partnering with micro-influencers can be more budget-friendly while still delivering substantial returns. For example, a single post can be $40 to $150, while a traditional ad costs north of $1,000.
• Higher conversion rates: Consumers are more likely to trust and act on recommendations from influencers they follow. That’s why influencer marketing conversion rates stand at an average of 1 and 5%. By comparison, display ads’ conversion rates are just 0.55%.

But how do you put these insights into action?

That brings us to the next section:

10 Ways to Scale Your GTM Strategy with Influencers

Let's dive into 10 ways to harness influencer marketing for your GTM strategy:

1. Leverage Micro-Influencers for Niche Targeting

Want to reach a niche market? Work with micro-influencers.

They have 1,000 to 100,000 followers and get more engagement than bigger influencers.

Their audiences are smaller but more invested – sometimes delivering engagement rates up to 60% higher than industry standards.

Take a look at this example:

Native, a skincare brand, successfully utilized micro-influencers to generate over 1,000 unique photo and video assets for their product launches, surpassing their initial content goals by 200%.

By partnering with inBeat, Native effectively showcased their products through genuine content, enhancing brand visibility and resonance within targeted communities.

And we’re still working with them. That brings us to the next point:

2. Build Long-Term Partnerships & Brand Ambassadorships

Working with influencers over time works better than one-off deals.

Long-term relationships build trust, keep people engaged, and lead to a loyal customer base.

Influencers become a natural part of your brand, creating quality content along the way.

Example: Crocs' Brand Ambassador Program

Crocs has effectively utilized brand ambassadorships to enhance its market presence.

In 2016, the company appointed entertainment figures like Drew Barrymore and John Cena as global ambassadors for its "Come As You Are" campaign, celebrating individuality and comfort.

More recently, in 2024, Crocs named the K-pop group TREASURE as brand ambassadors, launching the TREASURE x CROCS™ global campaign.

The point is – each time you launch new products, you can fall back on these long-term partnerships that people already know and trust.

That way, you already have a huge advantage in your go-to-market strategy.

3. Utilize Affiliate Marketing Models

Give influencers their own referral links or discount codes, so they can make money from the sales they bring in.

This setup motivates them to really push your products because their earnings are tied to their success in driving sales. And that way, you can get into new markets better.

Plus, using affiliate marketing lets you track how well their promotions are working and tweak your approach to get even better results.

Example: Skims' Affiliate Marketing Strategy

Skims, the shapewear brand co-founded by Kim Kardashian, effectively utilizes influencer affiliate marketing by having celebrities and social media influencers wear their clothes.

@ari.frcs Replying to @Valdine how i got to collab with skims as a microinfluencer! #microinfluencertips #skims #influencerchat #tipsforinfluencers #howtocollabwithbrands #brandcollabs #skimscollab ♬ original sound - ARI

This strategy has contributed to the brand's rapid growth and strong market presence. You can apply the same tactic when you’re launching a go-to-market campaign.

4. Run Engaging Giveaways and Contests

Work with influencers on giveaways and contests that get people talking and sharing about your brand. It’s a sure-fire way to launch a new product in a new market.

It’s even better to give out cool prizes to encourage participation and spread the word naturally, while also building a real community among your fans.

Example: Dunkin's National Donut Day Promotions

Dunkin' celebrates National Donut Day by offering customers a free classic donut with the purchase of any beverage.

For instance, on June 7, 2024, they continued this tradition, delighting fans nationwide.

@heyguysitsmolly HAPPY FREE DONUT DAY AT DUNKIN’🍩 in honor of national donut day you get a FREE donut with any purchase #freedonut #freedonutday #nationaldonutday #dunkin #dunkinfree #dunkindonuts #chocolatefrosted #free #icedcoffee #happyfriday #dunkincoffee #breakfastofchampions ♬ original sound - molly o’donnell

Now imagine if they used a new donut recipe or did it in a new location.

Even if Starbucks didn’t implement this as a go-to-market strategy per se, you can.

Such promotions generate buzz, drive traffic to stores, and encourage customers to share their experiences on social media, amplifying brand engagement.​

5. Co-create Content and Influencer-Curated Products

Get influencers on board for product development and special launches. As we always say, influencers are marketing goldmines.

They know what their followers like, which can make your products hit the mark more often.

Plus, it feels more genuine when influencers are part of the creation process.

Example: Modibodi's Myth-Busting Campaigns

Modibodi, a leading brand in absorbent apparel, has actively collaborated with influencers to challenge period taboos.

Their campaigns, such as "The New Way to Period," feature real women and authentic experiences to normalize conversations about menstruation.

By partnering with influencers, Modibodi effectively addresses misconceptions and promotes open discussions, enhancing brand credibility and engagement.

That’s essential if you want to push a controversial new product into a new market. After all, your challenge is now to dispel myths, promote acceptance, and increase social proof.

And unless you’ll get their friends to post about your product, your next best bet is to get influencers onboard.

6. Integrate Influencer Campaigns into the Sales Funnel

Integrate influencer campaigns into your sales funnel by matching content to each stage.

At the awareness stage, work with influencers to create engaging posts that introduce your brand.

As potential customers move to consideration, have influencers share detailed reviews or tutorials addressing their concerns.

And when it's time to decide, let influencers offer exclusive deals or testimonials to encourage a purchase.

That’s how you integrate influencers into your go-to market campaign to scale its success.

Example: Hurom's Influencer Integration

Hurom, a leading juicer brand, effectively integrated influencer-generated content into their sales funnel.

Facing challenges with rising customer acquisition costs and outdated promotional strategies, they collaborated with inBeat to produce user-generated content focused on health benefits, such as gut health and skin improvement.

This approach led to a 36% reduction in customer acquisition cost (CAC) and a 2.5x increase in return on ad spend (ROAS). And it proves the effectiveness of aligning influencer campaigns with specific stages of the sales funnel.

While Hurom's case study focuses on optimizing an existing sales funnel rather than a pure go-to-market launch, the same principles apply when bringing a new product to market. GTM campaigns need structured messaging at each stage—from brand awareness to conversion—and influencers can help accelerate adoption by building trust and educating potential buyers.

Pro tip: Even if you're launching a new product, you can pre-seed influencer content ahead of your GTM launch to create early buzz, validate demand, and drive conversions from day one. Aligning influencer content with specific customer journey touchpoints ensures a smoother transition from discovery to purchase, whether for a launch or an ongoing campaign.

7. Adopt a Multi-Platform Social Media Approach

To reach more people and keep them engaged, be active on multiple social media platforms.

The average person has 7.1 accounts, so focusing on just one limits your impact.

Adapt your content to each platform to stay visible and connect with different audiences.

Example: Lyft's Divvy Campaign

Lyft implemented a multi-platform influencer marketing strategy for its Divvy bike-sharing service in Chicago.

The campaign utilized TikTok to raise awareness and YouTube to drive conversions, with local influencers sharing stories that highlighted Chicago's urban culture.

@visualsbyjack Welcome to a day in my life! From getting to classes on time, to plans with friends, I constantly find myself riding the Lyft scooters! You can find these scooters at your local Divvy station! Today consisted of scootering to class, my local cafe and a scooter ride downtown. Summertime is the perfect time for a scooter ride! Use my code “TRYDIVVYJACK” for a free unlock on @Lyft (or click the link in my bio) 🛴 #DivvyPartner and @divvybikes. P.S. my code is valid until September 15th, 2024! #lyft #electricscooter #thingstodoinchicago #dayinmylife #dailyvlog ♬ Relax - Neto0_0

This approach effectively engaged diverse audiences across platforms. And it proved the benefits of a multi-platform strategy.

Although Lyft’s campaign focused on expanding adoption, the same multi-platform approach is crucial when launching a new product or service. A GTM strategy needs to meet potential customers where they already spend time, and social platforms allow for targeted messaging at each stage of the buyer journey.

8. Leverage Data & Analytics for Optimization

Track your influencer campaigns with analytics tools like Sprout Social and Upfluence.

Check engagement rates, audience demographics, and conversions.

By checking out this data, you can see which influencers and types of content are hitting the mark with your audience.

This helps you tweak your campaigns in a smart way, boosting both their impact and your return on investment. Basically, you replicate high-performing content assets and creators and remove/ adjust the underperforming content pieces.

Pro tip: Use A/B testing with influencer content to compare performance across different messaging, formats, and platforms. Track which variations drive the highest engagement and conversions, then double down on what works.

9. Scale Internationally with Localized Influencer Strategies

Want your brand to do well abroad?

Work with local influencers who get their region’s culture and what people actually like.

They'll help your content feel real and relevant to locals.

It's an easy way to connect better and build trust.

Example: NielsenIQ's Global Content Strategy

NielsenIQ partnered with inBeat to recruit over 100 international content creators, producing multilingual content in more than 15 languages.

This strategy enabled NielsenIQ to effectively reach and engage audiences across 19 countries, demonstrating the power of localized influencer collaborations in global expansion.

10. Foster a Community and Encourage User-Generated Content (UGC)

Build a space where your audience can connect and share.

Get them involved by asking for stories, reviews, or creative ways they use your product.

Share their content on your channels to show appreciation and strengthen the community.

This keeps engagement real and gives you authentic content that speaks to future customers.

Example: LEGO Ideas Community

LEGO has successfully cultivated a vibrant community through its "LEGO Ideas" platform, where enthusiasts submit their own designs and vote on others' creations.

This initiative engages fans in product development and showcases their creativity, resulting in a dynamic community that continually contributes fresh ideas and content.

While LEGO’s storytelling approach strengthens its existing brand, it can also be a powerful GTM tool for new product launches.

• Pre-launch phase: LEGO can seed content with influencers who reveal sneak peeks of a new product, creating early excitement.
• Launch phase: Instead of traditional ads, LEGO could run story-driven UGC challenges on TikTok and YouTube, where fans showcase their own LEGO creations using the new set.
• Post-launch phase: By encouraging ongoing community content—like speed builds, stop-motion animations, or collaborations with well-known creators—LEGO can sustain engagement long after launch day.

Takeaway: Regardless of your industry, storytelling creates emotional connections that drive customer loyalty. Whether launching a new product or scaling an existing one, aligning marketing with narratives instead of sales tactics builds stronger engagement, trust, and long-term demand.

Best Practices for a Successful Influencer-Driven GTM Strategy

Let's review best practices for an influencer-driven GTM strategy:

Select and Reach Out to the Right Influencers

Choose influencers whose audience aligns with your ideal customer profile, not just those with large followings.

Analyze engagement rates, audience demographics, and past brand collaborations before reaching out.

Personalize your pitch by highlighting how the partnership benefits both parties.

Pro tip: Avoid fake influencers by verifying audience authenticity using tools like HypeAuditor or Upfluence.

Set Clear Objectives and KPIs

Define clear campaign goals, whether it's customer acquisition, brand awareness, or sales conversions.

Track engagement levels, click-through rates, and customer feedback to measure impact.

And, of course, use A/B testing and real-time data analysis for campaign optimization.

Pro tip: Set performance-based incentives for influencers to align their efforts with your business objectives.

Maintain Authenticity and Brand Alignment

Ensure influencers genuinely believe in your product. Messaging should feel organic, not scripted, to build trust with their audience.

Pro tip: Encourage influencers to share personal stories or behind-the-scenes content to deepen audience connection.

Go-To-Market Strategy Examples (With Influencers)

Integrating influencer marketing into GTM strategies has proven effective for numerous brands.

Here are notable examples:​

1. Neelofa's Naelofar Hijab Expansion

Malaysian influencer Neelofa's hijab brand, Naelofar Hijab, expanded to over 37 countries by leveraging her substantial social media following and authentic connection with the Muslim community. ​

Key takeaway: Influencers with strong personal brands can successfully launch and scale products internationally by tapping into their engaged audiences.

2. Hyram Yarbro's Impact on CeraVe

Skincare influencer Hyram Yarbro's endorsement of CeraVe products led to a reported 89% increase in global sales for the brand in 2020.

His authentic reviews and substantial following significantly boosted the brand's visibility, credibility, and popularity, helping it expand on new markets. ​

@hyram #AD: You’re Cleansing Wrong 😬 w/ @cerave 🙏 #skincarebyhyram #cleanseyourskinweek ♬ original sound - Hyram

Key takeaway: Collaborating with influencers who have genuine trust with their audience can drive substantial sales growth and brand loyalty.

3. Nike Air Vapormax

Nike’s Air Vapormax campaign is a prime example of creative influencer collaboration that leveraged engagement-driven content to generate buzz for a new product launch. Nike partnered with What’s Inside?, a popular YouTube channel known for cutting objects open to reveal their inner workings.

Instead of a straightforward product review, they cut open a Nike Air Vapormax on their main channel, turning it into an interactive breakdown that revealed the shoe’s internal construction.

Meanwhile, on their What’s Inside? Family vlog channel, they created a series of seven videos that incorporated Nike into their everyday experiences, Q&As, and behind-the-scenes moments.

The Vapormax cut-open video alone amassed over 7,332,496 views and almost 8,000 comments, while the full Nike Trip video series brought in tens of thousands of views, too.

Key takeaway: Leveraging personal narratives through influencer partnerships can humanize a brand and strengthen consumer relationships.

4. Youfoodz's Micro-Influencer Strategy

Australian meal company Youfoodz engaged micro-influencers to create content and promote their new winter menu. This resulted in a significant increase in brand awareness and sales.

The 70,000 direct engagements and 500,000 impressions demonstrate the effectiveness of targeting niche audiences through relatable influencers.

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A post shared by BRITT (@brittany_daisy)

Key Takeaway: Collaborating with micro-influencers can effectively reach niche markets and drive measurable results.

5. Maybelline's Falsies Push Up Drama Mascara Launch

Maybelline collaborated with beauty influencers to promote their Falsies Push Up Drama Mascara, generating buzz and driving sales. They even enlisted a virtual influencer for the job.

Check out the clip below to understand the impact of influencer partnerships in product launches.

Key Takeaway: Influencer collaborations can effectively amplify product launches and drive consumer interest.

10 Influencer Tactics to Scale Your GTM Strategy - Test, Optimize, and Win

Influencers drive results. You’ve seen 10 ways to integrate them into your go-to-market strategy:

1. Leverage micro-influencers for niche targeting and higher engagement.
2. Build long-term partnerships to strengthen credibility.
3. Use affiliate marketing to track and optimize performance.
4. Run giveaways to boost visibility and engagement.
5. Co-create content and products for authentic messaging.
6. Integrate influencer campaigns into your sales funnel.
7. Adopt a multi-platform approach to expand reach.
8. Leverage data and analytics for continuous improvement.
9. Scale internationally with localized influencer strategies.
10. Foster community engagement through user-generated content.

Each of these tactics strengthens brand awareness, drives conversions, and creates sustained engagement. If you’re not incorporating influencer marketing into your GTM strategy, you’re missing an opportunity to accelerate growth.

Test these strategies. Track your results. Optimize as you go. Use available templates and tools to streamline execution. The brands winning today are the ones leveraging influencers effectively.

Will yours be next?

P.S. Want to scale your GTM strategy with high-impact influencers? inBeat helps brands connect with top creators who drive real engagement and conversions. Get started today and maximize your reach.

Frequently Asked Questions

1. What is a go-to-market (GTM) strategy and why is it needed?
A GTM strategy is a focused market plan that drives product launches and defines a business model for reaching a target market. It aligns sales strategy and marketing channels to lower customer acquisition cost and boost market share.

2. How does influencer marketing enhance a GTM strategy?
Influencer marketing taps trusted social media influencers to add social proof and build authentic influencer partnerships. It improves engagement rates and supports product-led growth while strengthening your market plan through genuine, organic content.

3. How do you choose the right influencers for your campaign?
Select influencers whose audience demographics align with your ideal customer profile. Check engagement levels and past influencer marketing campaigns to avoid fake influencers. Consider micro-influencers for niche targeting and solid customer feedback.

4. How can you measure and optimize an influencer-driven GTM strategy?
Track data and active users with analytics tools. Use customer feedback and A/B testing to refine marketing efforts. Adjust your influencer marketing program to enhance inbound marketing and drive long-term growth.

5. How much influencer content and posting frequency works in new markets?
A solid strategy is to start strong with a lot of content early on—having lots of user-generated content and social media posts across different platforms to get people talking. Mix short, snappy videos on TikTok and Instagram Reels with longer content on YouTube or high-quality blog posts. The point is to grab attention while also giving people the info they need to trust your brand.

6. How much does influencer marketing cost?
Costs vary by influencer type and platform. Nano and micro-influencers charge between $40 and $150 per post, while top-tier influencers command higher fees. Align spend with your customer value proposition and overall business objectives.