how we get users

Most B2B companies hide their GTM strategy behind vague language like "multi-channel approach" or "data-driven marketing." We're showing you the actual execution (click to see:

GTM Prioritization & Roadmap

This is what we're doing right now - live, updating weekly, fully transparent.

Why? Because this IS how we get users. Transparency builds trust. Trust converts better than any sales pitch.

The philosophy: Product first, everything else amplifies

Priority #1 isn't advertising, isn't outbound, isn't even SEO. It's Product.

Most companies treat product as engineering's problem and GTM as marketing's problem. We don't separate them. Product IS GTM.

Priority 2: Activation - getting users to first value in under 15 minutes

Priority 3: Retention - making them stay because the product actually works

Priority 4: Data & Analytics - showing them exactly what's working

Only after product works do we layer on distribution channels.

If your product doesn't activate users quickly and retain them consistently, no amount of marketing will save you. You'll just burn money acquiring users who churn.

Four layers, not one strategy

We don't run GTM motions simultaneously. We layer them like building a pyramid - each level supports the next.

Layer 1: PLG (Product-Led Growth) - the foundation

Self-serve trial → activation in under 15 minutes → organic usage → upgrade when ready.

Layer 2: ELG (Ecosystem-Led Growth) - partnerships amplify PLG

Integrations, educators, communities. Other people's audiences discover us, try PLG, convert.

Layer 3: SLG (Sales-Led Growth) - high-touch for proven users scaling up

Users start at $25/month PLG, hit limits, need enterprise features, upgrade to $12K+/year with our help.

Layer 4: Brand/Awareness - long-term compound feeding all layers

Content, thought leadership, earned media. Builds trust that makes Layers 1-3 convert faster.

This is Product-Led Growth Sales-Assisted in practice.

A solo founder discovers us through content, tries PLG, loves it, scales their team. Six months later they need enterprise features - that's when SLG kicks in. The sale is easy because they already know the product works.

The layers build on each other. PLG proves value. ELG scales distribution. SLG captures expansion. Brand accelerates everything.

The prioritization formula: ROI Score × Time to Impact

Every initiative has two dimensions:

ROI Score (1-10) - Revenue per dollar invested

Time to Impact - Quick (0-3mo), Medium (3-6mo), Long (6-12mo+)

Quick wins keep momentum. Outbound (Priority 5), Customer Referrals (Priority 6) - pipeline impact in weeks.

Medium-term bets build sustainable engines. SEO (Priority 7), Partnerships (Priority 8-14) - take 3-6 months to compound.

Long-term investments create unfair advantages. Content (Priority 20-30), PR (Priority 17) - take 6-12+ months but competitors can't replicate quickly.

We balance across all three timeframes. Companies that only chase quick wins never build moats. Companies that only make long-term bets run out of cash.

Partnerships: Seven types, seven economics models

Partnerships isn't one line item. It's seven distinct initiatives, each with different economics:

Integrations (ROI 8) - Build once, passive inbound forever. Every Clay user who needs ICP scoring finds us automatically.

Events (ROI 6) - Sponsor a conference, collect business cards, score them, prioritize follow-ups. Pipeline within weeks.

Educators (ROI 6) - GTM course creators, bootcamp operators. Their students become our champions.

Co-Sell (ROI 5) - Unlocks enterprise deals we can't close alone. Partner who has relationships closes 3x faster.

Communities (ROI 6) - Slack groups, forums. Trusted voices in target segments.

Advisors (ROI 5) - Strategic guidance + warm intros into enterprise accounts.

Affiliates (ROI 5) - Revenue share, performance-based distribution.

Influencers (ROI 6) - Borrowed audiences, fast activation.

Marketplaces (ROI 5) - Partner ecosystems, app stores.

Most companies lump "partnerships" into one bucket, assign one person, get mediocre results. We treat each type as its own channel with different team ownership, metrics, and hiring needs.

Earned media: Sphere of influence expansion

Priority 15-19 share one philosophy: show up where our ICP already hangs out, educate without pitching, measure influence expansion instead of last-touch attribution.

LinkedIn Conversations - Comment on VP Sales posts about pipeline. Share frameworks, not pitches.

Communities (Reddit/Slack) - "How do I prioritize 10,000 Apollo leads?" We answer with methodology, not product mentions.

PR & HARO - Journalists need GTM commentary. We provide insights, get quoted, build authority.

Influencer Threads - GTM influencer posts about intent signals. We contribute thoughtfully, earn followers.

Keyword Monitoring - Track "lead scoring" mentions across platforms. Jump into conversations before they become formal evaluations.

Traditional marketing measures: "This comment drove 3 demos."

We measure: "How many people in our ICP now know we exist and trust our expertise?"

When someone from our Internship joins another company and recommends us - that's earned media working. When a Reddit comment we wrote gets referenced months later - that's sphere of influence expansion.

The ROI isn't immediate (4-6 scores reflect this). But it compounds.

Content: One insight, eight formats, precision distribution

Priority 20-30 isn't about creating more content. It's about distributing one insight across multiple formats to reach different segments at different stages.

Written: Blog (SEO), Substack (owned audience), LinkedIn (native reach), X/Twitter (viral), Email Nurture (activation), Dealroom (analysts)

Video: Podcast (borrowed audiences), YouTube Comparisons (high buyer intent), Product Tours (activation), Academy (certified users), Brand/Culture (hiring signal)

One core insight becomes eleven touchpoints:

"Multi-dimensional ICP scoring beats single-score systems" →

Blog (3,000 words, SEO-optimized)

Substack (weekly breakdown)

LinkedIn carousel (5 slides)

X/Twitter thread (10 tweets)

Email nurture (Day 3 onboarding)

YouTube comparison ("Unstuck vs Apollo")

Product tour (interactive walkthrough)

Academy module (certification)

Enterprise buyers Google → read blog → bookmark. Founders subscribe to Substack → remember us when they scale. Practitioners scroll LinkedIn → screenshot → reshare. Active buyers watch YouTube → understand difference → start trial.

This is precision distribution. Not "create content and hope." But "know exactly who consumes what format, when, and what action it drives."

Sales-Led Growth: Orchestrating with our own product

Priority 25, 31-34 are SLG - our high-touch motion for $12K+ annual deals. What makes this different: we use Unstuck Engine to orchestrate our own enterprise sales.

Dealroom - Track which analysts research "lead qualification." When Gartner publishes on the topic, we reach out to educate, not pitch.

Warm Calls - SDRs only call accounts with 85+ ICP score + multiple First-Party Signals. The conversation isn't "Can I tell you about Unstuck Engine?" It's "I noticed you attended our ABM webinar - what's not working?"

ABM - Enterprise deal with 11 stakeholders. We use our platform to track which personas engage, route different content to different roles, know when buying committees activate.

Live Events - Conference ends, we upload business cards, score them. Within 10 minutes we know: 8 are high-fit Decision Makers (call this week), 15 are Champions (nurture), 12 are Blockers (send security docs), 5 are low-fit (skip).

We're not guessing what enterprise buyers need - we ARE enterprise buyers using our own product.

We eat our own dog food

Every GTM motion runs through Unstuck Engine.

Outbound: Import databases from Apollo, score against 8 ICPs, export high-priority leads to Clay. We're using the exact workflow our Database Users ICP uses.

Events: Upload conference business cards, score across ICPs, prioritize by engagement. We're using the exact workflow our Demand Gen ICP uses.

ABM: Track persona-level engagement, route different content to different stakeholders. We're using the exact workflow our ABM ICP uses.

When a customer says "I have 10,000 leads, how do I prioritize them?" - we literally did that last week. We know which ICP attributes matter (we tested them), which signals predict conversion (we tracked our own), which activation steps users skip (we see our data).

Product-led companies that don't use their product for GTM? They're guessing.

We know because we are the customer.

This creates a virtuous cycle: We run GTM through our product → discover what's hard → fix those problems → validate fixes work → ship to customers.

Paid ads: Layer 4, not layer 1

Paid Ads hit Priority 33 (ROI 2, PLG motion).

Why wait so long?

Because paid acquisition only works when organic channels prove unit economics first.

We spent a year building product that activates in under 15 minutes, content that drives organic inbound, SEO that ranks for buyer keywords, partnerships that create passive distribution.

Now we have proven CAC payback, activation rate, retention. Paid ads amplify what already works.

If we'd started with ads, we'd have burned money acquiring users who couldn't activate (product wasn't ready) or churned fast (retention wasn't optimized).

Paid ads don't create PMF. They scale it.

The roadmap IS our execution

Here's our live GTM execution doc:

[Embed table screenshot or link to live Notion page]

This updates weekly. Some initiatives ship this week, some are in progress, some are queued. It's one continuous motion.

Every initiative tracks: Priority, ROI Score, Primary Motion (which layer), Teams, Time to Impact, Type, Dependencies, Key Metric.

Most companies have GTM strategy in PowerPoint that gets outdated within weeks. We have a living document the whole team sees, edits, executes against.

Transparency isn't just external. It's internal. Everyone knows what we're building and why.

How this connects to "both sides win"

This roadmap isn't just about acquiring users efficiently. It's about the layered approach where each motion reinforces the others - and users genuinely benefit at every layer.

Layer 1 (PLG): We don't sell until product works. Users start with $25/month self-serve, no sales pressure. They evaluate real functionality, not demos.

Layer 2 (ELG): Users discover us through sources they trust - educators they follow, tools they use, communities where they're members. Discovery through credibility, not interruption.

Layer 3 (SLG): Sales only engages when users have proven the product works and want enterprise features. That $25/month champion? Six months later their team scaled - now we help them expand what already works.

Layer 4 (Brand): Content educates before we pitch. Users learn frameworks whether or not they buy from us.

Traditional B2B: Acquire fast → qualify later → churn bad fits → blame teams

Our layered approach: Build product that activates fast → attract through trusted sources → let them prove value at low cost → help them expand when ready → educate regardless of purchase

Lower volume. Higher quality. Both sides win.

And because we use our own product for every motion - we understand both sides. We're not just sellers, we're buyers. Every friction we fix for ourselves, we fix for customers.

Next: How we make users happy - The retention and customer success engine that turns trials into champions

Deep dive: Our culture - Why Fail Fast and Context Not Control enable this execution speed

See the details: Brand Guidelines - SEO strategy, content frameworks, partnership playbooks

Most B2B companies hide their GTM strategy behind vague language like "multi-channel approach" or "data-driven marketing." We're showing you the actual execution.