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.
Signals
How do you use job posts as buying signals?
A job post is a company describing its problem in public. Most teams skim the title and send "saw you're hiring." Read the duties, score the problem, and the post becomes a real signal.
Signals
What are expansion signals in product usage?
Daily active users are not an expansion signal. Seat invites, a second workspace, and crossing a paid usage line are. Wire them to Grow, or you are staring at charts.
Grow
How to turn G2 competitor reviews into positioning copy
G2 reviews are not just a buying signal. The language buyers use about your competitors is free positioning research. Pull the repeats, then write claims you can prove.
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.
Get Growth UnchainedStart Signals, Convert, Grow.
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