The Ultimate Checklist for Building a GTM Toolkit That Scales

For B2B marketing teams in growth mode, your GTM (go-to-market) toolkit is the foundation for launching fast, iterating often, and driving real business results. Here’s how to assemble a scalable, conversion-ready set of marketing assets — tailored for demand gen managers, product marketers, and SaaS growth leads at companies from Seed to Series B.

1. Align on ICP and Persona: Your North Star

Before building assets, ensure laser focus on your Ideal Customer Profile (ICP):

• Company size: Target those with 5-200 employees, often without a full in-house design team.
• Industries: B2B SaaS, tech startups, digital agencies, and consultancies.
• Roles: Demand gen, growth marketers, product marketing leads, RevOps, and founders/CMOs.

Tip: 
 “Vividly detailing these elements brings your ICP to life. This empathetic understanding allows you to effectively tailor messaging and positioning.”[3]

Map job titles, decision criteria (like flat pricing or fast turnarounds), and buying triggers (new hires, upcoming launches, scaling outbound)[1][4][5][6].

2. Web & Ads GTM Assets: Rapid Iteration is King

• On-brand landing pages
• A/B test-ready ads and banners
• Fast turnaround for campaign launches

Checklist:

• Mobile-responsive, fast-loading landing page templates
• Banner/creative packs mapped to channel (Meta, LinkedIn, Google)
• Clear asset briefing template for vendors or internal requests
• Zapier or automation workflow for request→delivery

Pain point solved: 
 “Internal dev or design team is a bottleneck — need to test and scale campaigns without waiting weeks.”

3. Product & Launch Asset Suite: Ship Features, Not Excuses

• Launch visuals (feature graphics, G2 badges, demo shots)
• Product decks for internal training and GTM alignment
• Event booth assets for conferences or virtual launches

Checklist:

• Product launch slide deck formula
• Checklist for launch blog, emails, sales enablement, and social teasers
• Asset repository (Notion, Figma, or drive folder), versioned and organized
• Formula for quick-turn launch visuals

Pain point solved:
 “No bandwidth for premium design under tight deadlines. PMM and product leads need to launch smoothly and on-brand.”

4. Sales Enablement That Doesn’t Scream ‘DIY’

• Modern, conversion-focused case studies
• Up-to-date one-pagers and explainer graphics
• Sales decks – always on-brand, always up-to-date

Checklist:

• Atomic deck templates so reps can self-customize
• Process for updating assets post-launch or feedback
• Collaborate with product/CS to gather case study proof points
• Consistent badge/CTA style library for all sales collateral

Pain point solved: 
 “Sales team stuck with low-quality or outdated assets; want enablement that wins trust, not just fills a slide.”

5. Email & Campaign Creative: Conversions in the Inbox

• Campaign assets – branded banners, banners for nurture, or webinars
• Reusable modules – snippets for new offers, product updates
• CTAs that pop on mobile and desktop

Checklist:

• Modular Figma/email design system for easy swaps
• AB test-ready email visuals library
• Scheduling process to keep campaign visuals updated and seasonal

Pain point solved: 
 “Generic or flat creative is dragging down click and conversion rates — need easy ways to elevate look and feel, consistently.”

6. Operational Checklist: Keep it Scalable

• Flat, transparent pricing on all assets (no waiting for quotes)
• Process for ‘express’ requests for high-velocity marketers
• Centralized feedback system (Loom, Miro, or Notion comments)
• Scale-up/scale-down ability without painful contracts
• ‘Looks like in-house’ quality, even if you’re outsourcing

Buying triggers:

• Recently hired a marketer but not a designer
• Product launch, event, major campaign
• Pain/frustration with fragmented vendors or unreliable freelancers
• Need a refresh or rebrand with minimal friction

7. Tactical Lead-Gen Asset Inventory

Double-check you have all the following on tap, ready to deploy and iterate:

GTM Asset	Must-Have Features	Scalable Touchpoint
Landing pages	Modular, mobile-friendly, visual hierarchy	Paid, SEO, outbound
Digital ad creatives	A/B testable, brand-consistent, fast swaps	Paid campaigns
Product launch decks	Plug-and-play, non-designer editable	Sales, demo, webinars
Sales enablement materials	Customizable case studies, 1-pagers, decks	Outbound sales
Email creatives	Modular, clickable, multi-format	Nurture, launch, ad-hoc
Event/booth displays	Print/download ready, on-brand, easy update	Field, conferences

Call to Action

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