How do you design a go-to-market strategy for embedded payments?

The first steps are to create a differentiating value proposition and core messages. Then it’s time to clarify how, what, and when you will engage your target audiences—across roles and industry verticals.

There are many ways to visualize the client journey and map the strategy. Essentially you want to outline your action plan for communications at various stages from brand awareness and discovery, to consideration, to nurturing the purchase decision. The strategy should also include a post-conversion phase to represent CRM and retention.