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.
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30-minute call and a written plan with the 3 automations I would build first.
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
How do you sell to a buyer who got burned by the last vendor?
To sell to a B2B buyer burned by the last vendor, ask exactly what broke and who took the blame, then make that failure point your first written milestone.
Grow
Can an AI agent be your first RevOps hire?
An AI agent can take RevOps chores like CRM cleanup and reports, but it can't own the rules. Name a human owner first or you automate your RevOps debt.
Convert
How do you sell to a first-time buyer of your category?
Sell to a first-time buyer of your category by teaching them how to buy: what the problem costs, how to judge vendors, who to involve, and the steps to live.
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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