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
What is account scoring vs lead scoring in B2B?
Lead scoring grades a person. Account scoring grades the company. In B2B with buying committees, route on account score plus role fit, not person heat alone.
Grow
How to write an onboarding email sequence for AI SaaS
Write an AI SaaS onboarding email sequence that coaches one activation behavior per message, tied to the product action that predicts retention.
Convert
What should go in a B2B sales one-pager AEs will actually use?
A B2B sales one-pager AEs use: who it is for, plain pain, mechanism, one sourced proof number or none, and a next step. If they still open the deck, rewrite it.
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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