Inbound, content and demand gen

Everyone says do content. What does inbound actually mean for a startup with no audience? Inbound means someone with the problem finds you while they are looking for an answer, and leaves you a way to follow up. For a startup with no aud... Breaking into GTM 4 resources → I write blog posts and nothing happens. What am I doing wrong? Usually one of three things. You are writing for a persona you invented instead of a real person you have spoken to, so the piece is generically co... Breaking into GTM 4 resources → How do I decide what to write about so it brings in buyers and not just traffic? Sort every topic idea by how close it sits to a purchase. Comparison pages, alternatives pages, integration pages and "how do I do X with Y" pages ... Doing the work 4 resources → Our product is self-serve. How do we get users without a sales team? Product-led companies get most of their new users from two places: organic search (about forty percent) and product virality (about sixteen percent... Doing the work 4 resources → How much of my pipeline should come from inbound versus outbound, and when do I add the second channel? Early on almost every B2B company grows through one dominant channel, so the wrong move is to run four at half strength. Name your primary channel,... Leading a GTM team 4 resources → I run demand gen for an Indian SaaS selling globally. Does the US content playbook work here? Partly. If you sell to the US and Europe, the standard playbook applies because you are competing in the same search results as everyone else, and ... Leading a GTM team 5 resources → What do the companies with genuinely great inbound do differently? They pick one content strategy and commit to it for years instead of sampling five. Lenny's breakdown of content-driven growth is a useful map: edi... How the best do it 4 resources → Is there a way to build demand before the product even exists? Yes, and Rocketlane is the cleanest Indian example. Srikrishnan Ganesan started a community and a podcast for his buyers nine months before the pro... How the best do it 3 resources → SEO used to mean ranking on Google. What does it mean now that buyers ask ChatGPT instead? The unit of visibility moved from a ranking to a citation, and the levers moved off your website. Ahrefs looked at 75,000 brands and found branded ... Breaking into GTM 4 resources → Everyone tells us to start a podcast or a newsletter. Is that a real channel or a vanity project? It is real, and it is slower than anyone selling it to you admits. The honest version is that you are building owned distribution: an audience you ... Breaking into GTM 4 resources → We are burning money on Google and LinkedIn ads and cannot tell if it works. How should an early B2B team do paid? Ads amplify product-market fit, they do not create it, so if the organic version of your motion is not working, paid will just make the failure fas... Doing the work 3 resources → Do webinars and events actually create pipeline, or are they just expensive hospitality? They create pipeline when you pick the format against the stage of the deal, and they burn money when you do not. A conference fills an awareness g... Doing the work 4 resources → Inbound has dried up. Leads are down two quarters running and nobody knows why. What do I do? First separate the three things that look identical on a dashboard: demand fell, demand moved somewhere you cannot see, or your one channel changed... Leading a GTM team 4 resources → Marketing says it sourced the pipeline, sales says it did not. How do I do attribution without fooling myself? Accept that software attribution measures what is clickable, not what is persuasive, and the gap is enormous. Refine Labs tracked 620 declared-inte... Leading a GTM team 3 resources → Community-led growth gets talked about endlessly. Which companies actually did it, and what did it take? Postman is the cleanest example anywhere, and it is Indian. It started as a side project on the Chrome Web Store in 2012 and reached half a million... How the best do it 4 resources → Developer relations as a pipeline channel: who made it work, and what did it actually take? Devrel works when the product is adopted by the person who does the work, and it fails when it is treated as expensive brand marketing. Postman and... How the best do it 4 resources →