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
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From the blog
Latest essays.
Grow
Pricing tiers should split buyers, not features
Most pricing pages have three columns that differ by checkmarks. Buyers cannot tell which one is theirs. A tier should be a buyer, not a bundle of features.
Signals
What are the leading indicators of churn in B2B SaaS?
The cancel email is the last churn signal, not the first. Watch the core action trend, the champion, and the silence while you can still change the outcome.
Convert
AI search that kills conversion is a packaging failure
TechCrunch's Ivan Mehta reported Airbnb's AI search on Sep 30. Chesky said vibe-coded search is easy; search that does not kill conversion is hard. B2B AI products fail the same way when discovery has no purchase label.
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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