Lance Wills

Head of Marketing | Mech. Eng. | AI/ML/LLM | Maker. Outdoorsman. Tabasco enthusiast.

[Lance Wills @LanceWills]

Research → Draft → Review (human) → Publish → Attribution

The magic is the handoffs, not the drafting.

Don't automate the review step. That's your learning loop.

#AIMarketing #ContentStrategy #MarketingOps

Full post → https://t.co/qIo7Kpht7k

[Lance Wills @LanceWills]

Single-tool AI agents are toys.
The ones that earn their keep touch five systems in one run.

Most AI content stops at publish. Mine stops at revenue.

Full breakdown in first reply.

[Lance Wills @LanceWills]

Browser = prove it works manually
Terminal = schedule it, version the output, chain scripts
First thing to build: the alert. Automation without one is just slow blindness.

#MarketingOps #AIAgents #GTM

Full post → https://t.co/0vkatvzz9L

[Lance Wills @LanceWills]

I stopped being my own cron job.

Same report. Same logic. Now it runs without me.

Browser console teaches the process. Terminal automates it. Don't skip steps.

Full breakdown in first reply.

[Lance Wills @LanceWills]

The checklist:
1. Buyers already search for your problem
2. Budget line exists
3. Runway <18 months
4. Long sales cycles already
5. Diff is real inside existing frame

3+? Ride what exists.

#GTM #Startups #Positioning

Full post → https://t.co/KdD3IKeLj1

[Lance Wills @LanceWills]

"We're creating a new category" is the most expensive GTM mistake founders make.

Most can't pay the bill.

If 3+ of my 5-point checklist are true, kill the category deck. Full breakdown in first reply.

[Lance Wills @LanceWills]

@convex #abstract conference today. Infra so easy, I don't need to understand. But enabling rapid web app/agentic prototyping. Incredible progress.

[Lance Wills @LanceWills]

3 steps before paid spend:
1. POV — pick a fight
2. Language — name the problem first
3. Proof — show the math

Then amplify. Not manufacture.

#CategoryCreation #GTM #DemandGen

Full post → https://t.co/26sLLSd5zn

[Lance Wills @LanceWills]

Most category creators skip the work and go straight to ads.

Big mistake.

You can't buy belief you haven't built yet.

Full breakdown in first reply.

[Lance Wills @LanceWills]

The tax hits in order:
1. Paid: bad clicks
2. Sales: reps explain instead of close
3. CS: wrong buyers churn

None caused it. Positioning did.

#GTM #Positioning #StartupGrowth

Full post → https://t.co/K5RKv6AMnw

[Lance Wills @LanceWills]

Weak positioning doesn't hurt marketing.
It taxes every dollar downstream — paid, sales, CS.

You just don't get the invoice until later.

Full breakdown in first reply.

[Lance Wills @LanceWills]

3 audits before you scale:
1. Every rep describes ICP the same way — no notes
2. Message names a problem buyers already feel
3. 5x spend = amplifying belief, not noise

#CategoryCreation #GTM #ProductMarketing

Full post → https://t.co/HGXpJWbAsd

[Lance Wills @LanceWills]

Scaling spend before your positioning is right doesn't buy growth.
It buys reach for the wrong message.

Fix the message first. Then let channels carry it.

Full breakdown in first reply.

[Lance Wills @LanceWills]

Score yourself 1pt each:
✅ Consistent UTMs
✅ Multi-touch model documented
✅ Revenue reconciles with finance

Most teams score a 3. Most make decisions like they scored a 9.

#HubSpot #RevenueOperations #MarketingAttribution

Full post → https://t.co/UerNAhCgX1

[Lance Wills @LanceWills]

HubSpot attribution isn't broken because the tool is bad.
It's broken because nobody audited the plumbing.

Here's a 10-point weekend audit to find out if your data is an asset or a liability.

Full breakdown in first reply.

[Lance Wills @LanceWills]

The 5 leaks: missing UTMs, form shortcuts, offline touches, cross-domain tracking, manual deal creation.

If 'Offline Sources' > 20% of pipeline — you're flying blind.

#HubSpot #B2BMarketing #RevenueAttribution

Full post → https://t.co/jblz1Znh78

[Lance Wills @LanceWills]

HubSpot attribution looks clean.
The pipeline it points to is a guess.

5 silent leaks kill your data every time — and most teams never find them.

Full breakdown in first reply.

[Lance Wills @LanceWills]

3 things to fix before any HubSpot attribution report:
1. Lifecycle stages with real entry/exit rules
2. UTM governance (lowercase, fixed values, enforced)
3. Campaign objects tied to every

Full post → https://t.co/ddgJ21t1oH

[Lance Wills @LanceWills]

Everyone wants the attribution dashboard.
Nobody wants to clean the data that makes it work.

Skip the plumbing, and every number becomes a guess wearing a suit.

Full breakdown in first reply.

[Lance Wills @LanceWills]

3 things to wire before scaling PLG spend:
1. In-product events marking real activation
2. Business-email gating after first value
3. Signal threshold that tells sales when to enter

#PLG #SalesStrategy #GrowthMarketing

Full post → https://t.co/f34RW34SbE

[Lance Wills @LanceWills]

27,000 developer signups. A pipeline full of ghosts.

We optimized for volume. We forgot to optimize for learning.

PLG isn't an automated funnel — it's your fastest signal on who your real buyer is. If you're not wiring it that way, you're just scaling noise.

Full breakdown in