What are your prospects doing right now?

I’m writing this newsletter by hand. Multiple hours to make a 2.5 minute read 🙃 Primarily because I’m convinced AI is bad at writing. Also I’ve spent almost 19 years 🤮 having to find, influence and win customers. I still struggle and learn new things every week. But I’ve come to enjoy the process, and honestly the journey.

I’d welcome any feedback you have and would be delighted to chat live if you’re ever up for it.

Let’s get into it.

Seriously - think about your last pipeline review or demand gen meeting. It took ~60 minutes?

You’re walking through deals and your pipeline - trying to figure out how the hell to advance things. Where’s this deal stuck? what’s next? How do we accelerate it? Can we pull in an exec? A founder? Literally anyone who can move this thing forward?

You’re focused on your process.

Meanwhile, your prospects are doing their own work.

They’re trying to assess one thing: How risky is this thing I’m about to invest in?

Tactically - they’re socializing internally. They’re investigating you, your background, what the founders did previously, how dedicated your product team is, what your CTO did before, where your sales leader worked.

82% of your prospects are doing this right now.

More specifically - here’s what they’re doing: They’re googling you.

And google is taking them straight to your LinkedIn Profile.

Your company website is (sorry marketers) full of promises that you endeavor to fulfill. Some you will, some you won’t.

But your LinkedIn profile is a bit different. It’s your truth-profile. It’s less polished (most of the time) - and it’s a breadcrumb trail of your lived experiences.

And when someone’s trying to figure out if they can trust you and your product - that’s where they go. and it produces a much louder signal than any marketing effort ever could.

You’re not listening to the market. More tactically - you don’t have tooling calibrated to sense the signals your prospects are already giving you.

What do I mean by this?

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This buying behavior is happening whether you’re active on LinkedIn or not.

Prospects are giving you signals while you’re trying to figure out how to advance them in your process.

They’re telling you what and who they’re interested in.

You’re just not set up to hear it.

Your problem isn’t that deals are stuck. or that you can’t generate enough demand. or that you’re not posting enough.

The problem is you’re not listening to the market.

Most GTM effort and tools are still built around broadcasting. Building engines to make more content, more outbound, more impressions, more contacts, more cadences.

But this is a losing battle for so many reasons - principally among them → it’s just more noise.

Your prospects are emitting signals, they’re showing interest. You just don’t have your tools calibrated to sense it.

We’re rebuilding Mavin around two simple ideas

Most tools mean another dashboard to check. Another tab to look at when you already have too many.

We’re doing the opposite. Mavin will push intent data (eg: contact-level signals) directly into your Slack - where your team already lives and is making decisions.

Here’s what it looks like:

We’re about to ask a few people to begin testing the product - if you’d like to do that, let me know. If you’d like to chat or unsubscribe - let me know that too 🙂 (you can grab some time if you’d like!)

-Aaron