[ PLAYS ]

GTM B2B plays

A play is one repeatable move: a signal fires, the engine enriches and scores it, and a specific sequence goes out while it still matters. Each page carries the trigger, the first email and the tools.

B2B SaaS SEO agency Consulting firm PPC agency Web design agency

B2B SaaS

3 plays
COMPETITOR CHURN ON G2
Your competitor's unhappy users, on G2 and Capterra, with their name on it

A 1 to 3 star review of a competitor on G2 or Capterra, less than 30 days old, signed with a company name.

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CHAMPION JOB CHANGE
A champion just landed at a new company

Someone who used or bought your product changes company. LinkedIn shows it within 30 days.

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ENGAGING WITH YOUR COMPETITOR
People at target accounts reacting to your competitor's posts

A like or a comment from someone at a target account on a competitor's LinkedIn post, in the last 7 days.

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SEO agency

3 plays
BRAND RANKS TOP 6-15
E-commerce brands stuck in positions 6 to 15 on the keywords that pay

An e-commerce site ranks between positions 6 and 15 on a high-intent keyword and has not moved in 90 days.

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PAID DEPENDENCY
Brands paying for clicks on keywords they do not rank for

A brand runs Google Ads on a high-intent keyword and ranks outside the top 15 organically on that same term.

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INVISIBLE IN AI ANSWERS
Companies absent from AI answers while their competitors get named

High-intent prompts run on several LLMs return the same competitors, never them, three weeks in a row.

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Consulting firm

3 plays
CAPITAL EVENT
Money changed hands and a clock started

A fundraise, an LBO, a change of shareholding, an acquisition or a carve-out, filed or announced in the last 30 days.

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NEW EXEC, FIRST 90 DAYS
Landing in a new exec's first 90 days

A COO, CFO or GM joins a target account in the last 60 days, or the seat is posted and still open.

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HAND RAISED
They came to you first, quietly

Two visits on a service or pricing page in a week, engagement on your posts, a download, or a profile view from a target account.

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PPC agency

3 plays
SPEND SCALING
Brands scaling ad spend with nobody hired to run it

Active ads up two months in a row in the Meta and Google ad libraries, and no paid-media title anywhere in the org or its job posts.

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PRODUCT LAUNCH
Companies launching a product line with a number to hit

A product launch or a major feature announcement inside your ICP, on their site, LinkedIn or Product Hunt, in the last 14 days.

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ROAS SLIPPING
Advertisers who measure ROAS closely and watch it slip

An attribution tracker in the site's footprint, active ads for 90 days or more, and creative rotation slowing down.

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Web design agency

3 plays
PAYING FOR CLICKS THEY LOSE
Companies sending paid traffic to an untouched DIY template

Ads running 60 days or more on Google or Meta, landing on a Squarespace, Wix or similar template with its stock structure still in place.

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PROVEN DEMAND, NO STOREFRONT
Local businesses with a hundred five-star reviews and no real website

A Google Business Profile above 100 reviews and 4.5 stars, with the website field empty, broken, or pointing to a Facebook page.

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COMMISSION ON EVERY BOOKING
Hospitality businesses paying a middleman on every reservation

No booking link on their own domain: the site sends visitors to a third-party platform, or the only way to book is a phone number or an email, usually the founder's.

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[ LAST CALL ]

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