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
How do you write a meeting recap email that moves a B2B deal?
A B2B meeting recap email that moves the deal is short and sent same day: their problem in their words, what you agreed, who does what by when, the next date.
Grow
How do you sponsor a B2B newsletter without wasting the budget?
Sponsor a B2B newsletter your buyers already read, buy three issues, run one offer with its own URL, and judge it by ICP meetings in 60 days, not clicks.
Convert
How do you answer "we already use a tool for that"?
When a B2B buyer says "we already use a tool for that," ask what they still do by hand around it. The workaround is your opening. No workaround means walk away.
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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