Signals, Convert, Grow
95% of your ICP is not buying.
Firmographic fit is not a buying window. Run signals to find the 5% who are in market, write the page that converts them, then grow. AI does the grind. You pick the fight.
Some of the companies Trent has worked with
95%
of the ICP is not buying
27%
of B2B reps hit quota
3.4%
cold email reply rate
More sequences will not manufacture a buying window. Find the 5% that are in market.
The path
Three steps. In order.
01
Signals
De-anon the site, G2, people engaging competitor LinkedIn. The first line matches the signal. Then discovery, enrichment, first touch.
02
Convert
Position the product. Write the page that books the meeting. Respect that 95% of the ICP is not buying.
03
Grow
Ads, organic, and PR only after the signals loop already books meetings.
Free courses
Start here.
From the blog
Latest essays.
Convert
What is a proof asset before the demo?
A proof asset is the artifact you send before the calendar hold. It earns the meeting and filters tire-kickers. It is not the same problem as a bad demo.
Grow
Your AI GTM stack inherits your infra vendor risk
Anthropic committed about $11.6B to Akamai over seven years. For founders, the lesson is not finance. If your GTM agents ride one infra hop, concentration risk hits CAC.
Convert
What is multi-threading in B2B outbound?
Multi-threading is not CC'ing five people. It is coordinated outreach to multiple stakeholders in one account, each note matched to a real signal, so the meeting has a path.
Proof
Built by an operator, not a content mill.
Trent Lapinski. 20+ years marketing technical products. YC-backed startups, enterprise (F5), and founder-led GTM. The point is meetings and revenue, not vanity metrics.
"Distills complex concepts into clear messaging. Instrumental."
The book
Growth Unchained
My approach to product marketing, written for founders. How to avoid the pitfalls of marketing a startup, and how to do marketing that actually works. It is pay what you want. Put in $0 and it is yours.
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