Convert, Signals, Grow
95% of your ICP is not buying.
Firmographic fit is not a buying window. Find the 5% who are in market, write the page that converts, then run signals. 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
Convert
Position the product. Write the page that books the meeting. Respect that 95% of the ICP is not buying.
02
Signals
De-anon the site, G2, people engaging competitor LinkedIn. The first line matches the signal. Then discovery, enrichment, first touch.
03
Grow
Ads, organic, and PR only after the signals loop already books meetings.
Free courses
Start here.
From the blog
Latest essays.
Signals
Don't chat with Grok Bot. Build a GTM team
Don't chat with Grok Bot. Build a GTM team. If you chat with it, you hired a search box. If you staff it, you get overnight research and daytime selling.
Convert
95% of your ICP is not buying
95% of your ICP is not buying. Ehrenberg-Bass and LinkedIn B2B Institute: only 5% of B2B buyers are in-market at a time. Fit is not a buying window in 2026.
Convert
Inbound is dead. You need 7 sales, not 7,000 visits
Inbound marketing is dead in 2026. For every 100 organic visitors you used to get, AI search maybe sends 1. You need 7 sales, not 7,000 website visits.
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 Unchained