If I were starting an AI startup from $0 today - AND I AM - here are the 9 GTM plays I would run to make sure every person in our TAM knew our name and what we did (+ the contractors I'd use to do it):
1/ FOUNDER BRAND
Alec Paul works w/ the biggest names in B2B and we all credit him with exponential growth in our thought leadership. MoltSets is the next story in the Adam Robinson drama.
2/ COLD EMAIL
Taylor Haren is helping me super-size our cold email to everybody under the sun - something crazy like $6m emails/mo. I get the homie rate because I post about it.
3/ WEEKLY LIVE SHOW
Pete Crowley and I are pivoting our workshop to a new show called “Claude did WHAT?!?" Where B2B Experts share claude skills that you can deploy today and you can get the .md files at the end of the show.
4/ PARTNERSHIPS
I’m partnering w/ Christopher Merrill who has pivoted his content line to teach sellers how to use AI to 10x their productivity and make themselves super human. MoltSets is the perfect plugin.
5/ UGC
Don Bourassa has been a contractor for many years. He’s going to help us scale up the “top creator” program at MoltSets. I’ll comment on every post, not AI generated .. AND you can get MoltSets for free. DM me if you’re interested.
6/ MICRO CREATORS
Thomas Marcelle pitched me over a DM about his PPC LinkedIn micro-creator management platform. I love the idea of micro-creators, but had no idea there was a platform to manage it. I plan to spend big money if we can see it drives actual paying customers.
7/ SEO
Sam Dunning took RB2B from 44 winning keywords to 164 in six months and tripled organic search traffic to our signup page. Now we're ranked 3rd in AI search share of voice. Running the same playbook at MoltSets.
8/ AI iMESSAGE DISCOVERY
Eugene Kadzin's 1prompt is an AI "setter" that engages every waitlist signup AS ME over iMessage. I'm currently running 1,335 simultaneous discovery conversations — workflows, current vendors, pain points — and people DM me daily asking if it's a bot. Single best discovery motion I've ever run.
9/ YOUTUBE
If you already have content, Samu Kovács makes real YouTube videos out of it. I stopped making videos 8 weeks ago while we were in dev for MoltSets, but once we launch, I’m hitting the gas, because the YT content will be incredible.
TAKEAWAY
VC founders think a fancy $100k video equals a successful launch.
The bootstrapper does MORE things, FAR more effectively, at WAY less cost.
There’s two things that EVERY launch needs, no matter what (and without them you’re dead in the water):
A disruptive product/offer
Disruptive marketing, which leads to
Strong word-of-mouth
Without those two all the videos and UCG and cold outreach in the world won’t move the needle.
Fellow founder, are you stuck?
Fix those first two things and you won’t be.
Adam
P.S.
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