PointOne 30-Day
GTME Plan
By Dillon Zhang Forrest
March 13, 2026
Why are we here?
"I'm an engineer by background"
"We have AEs and closers, but how do we totally change the flow so the entire top of funnel is literally a machine"
"It should be engineers building the machine"
Katon
What successful GTME looks like
Leverage
More leads, less headcount.
Consistency
Remove human error.
Flywheel
More leads → better product → more leads.
Why now?
AI uniquely suits GTM use cases
- Personalization
- Research
- Classification
- Coding
- Web scraping
- Analytics
AI gives companies with engineering DNA a unique GTM advantage.
First mover advantage
- GTME makes winners win more
- GTME also makes losers lose more
- GTME doesn't expand markets — only the first movers benefit
Challenges
- Specialized skillset — Heavy engineering + heavy sales & marketing.
- Shiny object syndrome — Lots of hype, not a lot of substance.
- Microsoft Outlook — Harder to deliver cold emails, but less cold email competition.
- Product/market fit — GTME can scale a good company, but can't save a bad one.
- Channel drift — Any changes to a channel can still disrupt your leadgen, even with GTME.
Scoping today's 30-day GTME plan
ICP
Insurance defense firms
Outbound Email
Starting from zero
SEO / AEO
Domain authority 25 (low)
< 40 pages indexed on Google
Tools Budget
$5k / mo
Channels
Outbound Email
Send to Gmail only
- Email infrastructure warmup (Zapmail, Smartlead)
- Build lead lists (top-down vs bottom-up, email verification APIs)
- Web scrapers & LLMs for personalization
- Initial offer framing
Send to Outlook (more warmup needed)
Real market feedback on offer quality and outbound email channel viability
Upside case
Covering 80% of the market for 20% of the cost
Downside case
Poor market for cold email
SEO
Early search traction on new content
- Case studies
- FAQ page with video for each sales objection
- The Big 5 for organic B2B content:
- Pricing & costs
- Problems
- Comparisons
- Reviews
- Best in class
Early traction on backlink campaign
Data on SEO channel's viability
Upside case
Capturing inbound traffic from organic search
Downside case
Search traffic CAC > LTV
AEO
AI Engine Optimization
1
Good AEO is 80% good SEO.
2
Single highest-leverage AEO tactic: the "answer capsule" — concise summaries in your longform content.
3
Rapid AEO changes are inevitable due to nascency. Stay adaptable.
Connection & DM campaigns
- HeyReach
- Web scrapers & LLMs for personalization
Content campaigns
Ramp up volume
Upside case
Amplify outbound email efforts while diversifying outbound lead sources
Downside case
Poor market for LinkedIn
Reading & Reacting to Results
"Do things that don't scale" reporting
- New campaigns (messaging, offers, segments)
- Iterate on GTME engine for more volume and efficiency
Upside case
Scale back GTME due to surplus of leads and shortage of AEs
Downside case
No encouraging market feedback on GTME engine