Building the Engine: Inside Kimble’s GTM Content Strategy

Content is not the cherry on top. It’s the engine.

Once you’ve figured out who you are targeting, you need every piece of content to work across your entire funnel — from cold outreach to new lead sequences, sales conversations to investor decks.

It’s not about going viral. It’s about showing up consistently, with clarity and intent.

And it all starts with the pains.

Clarity Over Chaos: The Role of Content

Our ICP Profiler helped us get under the skin of our ideal customers. Our ICP Targeter showed us exactly where and how to reach them. Now this ICP Content Planner below ties it all together — mapping what we say, to whom, and why it matters.

Here’s what our audience cares about:

1. Marketing that isn’t driving revenue

2. Lack of clarity in positioning and messaging

3. No access to senior-level marketing expertise

These aren’t theoretical pains — they’re real frustrations I’ve seen time and time again working with founders, scale-up teams, and product-led businesses trying to find commercial traction.

So every piece of content we create fits into one of these buckets. No filler. No “thought leadership” for the sake of it.

The System in Action

Here’s how our ICP Content Planner looks when applied to those three pain points:

Hot Button 🔥 1:

Marketing Isn’t Driving Revenue

Pillar Content:

Kmble’s Revenue Signals System
Format: Download + Meeting Nurture

Blog Series:

• Why Your B2B Content Isn’t Working: Part 1 & 2

• Identifying Your Best B2B Marketing Channels

• How We’re Targeting Smarter (Before Spending a Penny on Ads)

Assets:

• LinkedIn Carousels: Part 1 & 2 – Why Content Isn’t Working

This stream speaks directly to founders who feel they’re spending, posting, and pushing content — but not seeing pipeline.

Hot Button 🔥 2:

Lack of Clarity in Positioning and Messaging

Pillar Content:

Revenue Signals System
Format: Download + Meeting Nurture

Blog Series:

• Positioning Isn’t a Tagline

• Know Your Buyer: Targeting Starts With Understanding Pain

• What Does Becoming a Category Leader Actually Look Like?

• The 6 Signals of Category Leadership

Assets:

• LinkedIn Carousel: Positioning Isn’t a Tagline

• LinkedIn Carousel: Your Funnel Is Not Their Journey

This is for the founder who knows they’ve got a solid product, but can’t quite articulate why they stand out — or why buyers should care.

🔥 Hot Button 3:

No Access to Senior-Level Marketing Expertise

Pillar Content:

Making Kimble Digital Subscription

Blog Focus:

• Making Kimble Digital (and the content strategy behind it hidden in this link)

Assets:

• Same blog series repurposed as sales content

• Future carousels tied to how we build GTM with clarity and control

This one’s close to home. The founders who reach out aren’t looking for another junior marketer or a big-agency process. They want senior thinking, commercial alignment, and execution that works. This content proves I can deliver that before we ever get on a call.

Content Powers Everything

This approach isn’t just for show. It’s the backbone of:

• Cold email campaigns

• LinkedIn visibility

• Nurture sequences

• Sales conversations

• Investor decks and pitch materials

Each piece of content earns its keep. No siloed posts. No dead-end downloads. Everything works together to move people from “who are you?” to “let’s talk.”

And it’s consistent. Monthly. Targeted. Strategic.

What We’re Not Doing (Yet)

You might be wondering:

• Why not paid ads?

• Where’s the podcast?

• Shouldn’t you be on YouTube shorts or sponsoring events?

Not yet.

Could we do any of those things? Of course. But we’re bootstrapped. We don’t have a big sales team or a large content studio. So we focus on what we can do really well — consistently, and with impact.

You have to be honest about your capabilities vs your ambitions. And then execute like hell within those limits.

Final Thought

If you’re not sure where to start with content — start here:

• What do your buyers care about?

• Where are they stuck?

• And what can you say that’s actually useful to them — even if they never buy?

That’s what our lead magnet Kimble’s Revenue Signals System is built to do. And that’s what we’re using to build a brand that grows without needing a growth team.

Follow along, and I’ll drop it in your inbox as soon as it’s live.