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
One agent hits the send wall
Batteries Plus put 10 Agentforce agents on 100k+ CRM prospects after Google's ~2k emails/day cap blocked one agent. Parallel agents are ops, not a model upgrade.
Signals
If you can write the if-then, the agent is a tax
Claygent hit 1B runs by June 2025 and 5B after. Formulas are free and deterministic. Agents belong on messy titles, account sizing, and deal postmortems. If you can write the if-then, the agent is a tax.
Convert
First touch in under five minutes
If first touch is still hours, you already lost the SQL. Research and pre-qualify on use case, timeline, and intent the moment the form lands.
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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