Wes Bush

Product-led coach helping founders scale from 6 to 8-figures in product-led revenue. Author of the bestselling book, Product-Led Growth.

Over the last 8 years, I’ve worked hands-on with 400+ SaaS companies, helping them unlock $1B+ in self-serve revenue through Product-Led Growth (PLG).

Yet, right now, the failure rate for product-led companies is still far too high.

I’m on a mission to change that because I believe the world needs more product-led companies where you can try before you buy. 

This approach builds trust faster than any sales pitch ever could—after all, 97% of buyers prefer it. But, let’s be real, PLG isn’t easy.

That’s why I’m here to help in three ways:

➡️ Is PLG is right for you?

I wrote the bestselling book, Product-Led Growth: How to Build a Product That Sells Itself, to help you determine if PLG is the right strategy for your business. 

You can read it for free at ProductLed.com/Book—my treat!

➡️ What’s the best approach to scale up PLG?

After two years of research and working with hundreds of companies, I discovered the 9 essential elements that separate PLG success stories from the rest. 

I break it all down in The Product-Led Playbook.

You can grab a copy at ProductLed.com/Playbook, or watch my free masterclass to see the entire process in action: ProductLed.com/Masterclass

➡️ Ready to scale up?

If you’re ready to scale and need hands-on help, our ProductLed Implementers are here. They aren't consultants—they are experienced PLG operators who want to roll up their sleeves and work alongside your team to help you address your biggest growth bottleneck, whether that's getting more users to sign up, upgrade, or get to value.

Since we only work with a handful of clients at a time and guarantee growth, you must apply to work with us at ProductLed.com

Let’s turn your product into a growth engine and scale your business the product-led way. 🚀

CEO & Founder

We help you build a successful product-led business.

Start with our free ProductLed Masterclass 👉 productled.com

There’s ZERO chance companies like Cursor, Lovable or any AI-native SaaS can scale at this lightning pace without PLG.

You can’t scale with AI alone. 

You need a strong product-led motion to power it.

Without a self-serve product experience and rapid time-to-value, these companies wouldn't be able to hit the growth rates we're seeing.

To put it simply,

AI is the rocket. PLG is the fuel.

Let’s look at the numbers…

Both Cursor and Lovable hit $100M ARR in under a year with explosive, largely through self-serve growth.

Could any sales-led SaaS company scale to $100M in under a year? Even with an elite outbound team?

No chance.

This kind of growth isn't possible without a product users can adopt immediately, a frictionless self-serve experience, and organic expansion loops.

AI removes friction from the product experience through faster workflows, better outputs, more intuitive interfaces. But PLG removes friction from everything else: onboarding, adoption, expansion, and monetization.

You need both.

AI-native companies that build without a PLG motion will hit the same growth ceiling that every other sales-led SaaS has hit. They'll need more reps, longer sales cycles, and heavier implementation.

All the old problems that PLG was designed to solve.

AI creates the capability.

PLG creates the velocity.

#1 PLG Partner | We Scale (and Sometimes Buy) SaaS Businesses | $1B+ Self-Serve Revenue Generated For Our Clients

Growing MRR of B2B SaaS companies via affiliate marketing | Growth Manager @ Reditus | T500 | Reforge '24 🤘

Hi there, welcome to my profile!

Currently building Signalbase, a real-time intent data provider helping GTM and RevOps teams be the first to reach out when a signal occurs.

Because let’s face it, creating firmographic-first lists and hoping for intent later simply doesn’t work anymore. Prospecting isn’t a filtering exercise as 95% of your market is not ready to buy, but signals can help you see who is about to be.

We help teams spot real intent signals before anyone else does and plug those signals straight into your existing GTM stack, so your workflows trigger when the market’s ready, not when it’s too late.

You will want to use Signalbase if: 

1. You want a healthy pipeline with active companies
2. You seek verified signals to feed your GTM workflows
3. You don't have time to learn Clay or the money to hire someone to do it for you

Ready to discover some accounts with real-time intent? 

Let's chat https://cal.com/georgi-furnadzhiev

Talking about signal-first GTM and data which you will use to feed your workflows with

Georgi Furnadzhiev

Month one of bootstrapping Signalbase to 1M ARR is now in the books ✅ 

Honestly, what a ride!!!

Four weeks ago, this was just a small idea between a few people who mostly knew each other from the internet.

And today, we work as a well-running machine that saves the lives of many GTM teams and their revenue targets.

In just 30 days while currently sitting at $1.2K MRR👇 

🟧 Rebuilt the whole API for the future (which also includes more signals) and completely rebranded the company

🟧 Generated €300k in pipeline (SEO + outbound + trials + thought leadership + WOM)

🟧 Manually onboarded all beta testers so we can gather feedback and improve the tool with the speed of light (already made a few changes)

🟧 Introduced 3 layers of verification for our funding and M&A signals while also launching the beta version of the job changes signal (track internal promotions, key decision makers leaving and new hires)

🟧 Formed 11 integration partnerships, booked 70 demo calls, shared my actionable frameworks in 3 podcasts and also started recording the first episodes of our show "My First Signal" featuring a few guests like Sara Storm, Ilija Cosic, John Ozuysal and many more legends

The wildest part?

Exactly a month ago, I decided to bet on myself and quit my comfortable job as in-house growth leader which was easily one of the scariest moves I’ve ever made.

But the amount of love, proactive feedback, and demand from the market made everything sooo worth it 👇 

🧡 "Why do I feel like Signalbase is the next big tooling for every GTM team?"

🧡 "Most vendors are focusing on collecting our own signals, but in reality it only works for companies like Salesforce. What you offer is exactly what we need!" 

🧡 "Signalbase can help us to save a couple of thousand dollars and days of work per client."

So If this is just month one…

I can’t wait for next year's retreat where hopefully we will be celebrating our €1M in revenue with a full team, a bigger community of GTM practitioners, and an industry that finally stops “buying leads” and starts activating signals.

Forever grateful for the journey and the people whom I am building it with Adriaan Iron Tadas

Chat back in Amsterdam 🇳🇱 

Let's crush it!

CEO @ Signalbase | Be the first to reach out when the time is right

Kicking off month 2 of bootstrapping Signalbase to $1M ARR  

Life does look different after coming back to Europe

- No more all nighters
- No more warm weather & hikes
- No other 8 founders to be surrounded with and hustle on a Sunday

and sadly no more pha thai 🍛 

However, that did not stop us from setting some ambitious goals for the month:

🧡 60 new demos & feedback calls
🧡 $5K MRR -> Currently at $1.5K 
🧡 Significant improvement towards code quality and interface

I already know that it's going to be a slower month and probably by far the worst it could ever be seeing the trajectory our bootstrapped company.

Next week we will also send out "migration messages" to the 3k people who registered and used the old version of Signalbase, so I am extremely curious to see how will that impact us

Of course, the grass is not always green as a founder...but here is a sneak peek into my mindset

"Whatever you do...don't stop filling up the pipeline. It's totally fine for the majority of people to not convert as long as we get the valuable feedback so the product can get better with every single day."

For the rest? At least start "planting the seeds" for Q1 while wrapping up some conversations from last month.

In essence, go out there > attract people who think like yourself & trust the vision > get better together.

--

This week we also lost a few deals but yet again we received critically important feedback which at the end of the day ties back nicely to the goal of the month.

On the brighter side, we got the first line of events coming up for 2026: 

🟧 Jan 6th - virtual roundtable showcasing some sick Signalbase related workflows Ruadhán Ó Cúláin

🟧 Jan 20th - an exclusive breakfast for GTM leaders in collab with Jack Cane & Dominykas Rūkas

🟧 Jan 30th - Signalbase's invite-only launch party in Amsterdam 🎉 Pizza, DJ and a ton of great minds talking about signal-based GTM engines

Yet again...here for the journey, let's make the most out of it!

Let's build your signal-based GTM engine from scratch👇 

1️⃣ Identify your ICP and the rules of your own GTM motion

Most companies pivot not because their product is bad, but because they can’t nail down who they’re built for and build a proper distribution engine.

If your ICP is unclear, your pipeline stays ice-cold. Simple as that.

2️⃣ Find live verified signals at scale.

Buyers today are too educated to respond to the common “spray and pray” approach. If your sales team lacks their current context by the time the message hits them, it already feels spammy.

A simple {first name} or {industry} won't cut it anymore and all of the AI SDR agents will just make you look bad as they just source their copy structure from a universal ChatGPT prompt made for spaying and praying

3️⃣ Improve your workflows with intent-first lists

Once you’ve got the basics down, you can plug and play that data however you want to fit your needs

Top GTM teams pull intent-ready lists from Signalbase (Previously LeadsOnTrees), then enrich and refine them in Clay with custom variables to achieve even sharper targeting. 

Because let's be real 👉  signals are your starting point, not the means to the end.

It's time to have a fundamentally different approach to building your next list!

Week 2 of bootstrapping Signalbase (Previously LeadsOnTrees) to $1M ARR

Currently sitting at 1K MRR and things are starting to get real QUICKLY:

✅ Added a second and third layer of verification for the signals (helping us form a health score per signal)
 
✅ You can now build an ABM list with intent-first accounts

✅ Complete company profile showcasing previous rounds, investors, key decision makers and so much more!

✅ Hubspot integration to push our verified intent signals into your CRM

Let's keep on pushing! 

Somewhere next week we expect to push the new version for testing before the big launch in December! 

Drop me a message if you want to be one of the first 60 GTM practitioners with exclusive access 🤠 

Chat next week!

Week 3 of bootstrapping Signalbase (Previously LeadsOnTrees) to $1M ARR

Here are a few highlights from this week includes: 

🟧 Close to 90 GTM teams are helping us validate our upcoming PLS motion 

Although the team experienced a slight delay with launching the trial experience, at least we generated some good momentum and WOM.

This week I also found a few new angles and still manual workflows which improved significantly our outbound efforts.

Side note: Everything that I do to improve our GTM motion, will later be translated within the tool so you can drive even more pipeline for your team. 

Because you can only train an AI agent PROPERLY if you know what's working and ignoring all of the LinkedIn noise. 

🟧 Narrowed down our ICP even more this week 

A few deals broke down / moved to nurturing mode as a few teams wanted the 2028 version of the product. However "negative" experience actually helped me get a grip on who needs us most right here, right now 

🟧 Solid company culture in the making (work hard = party hard) 

Example of working hard 👇 

Adriaan van Rossum was working the other day until 4:30 am just to make sure we going to reach the internal deadlines. 

Also can we just give some flowers to Tadas Gedgaudas who recorded this masterpiece without me even knowing! 

Example of parting hard 👇 

Every weekend we try to do also something fun such as going to the club, hiking, having a team dinner and now the boys are recharging their batters by going on a bike trip.

🟧 95% done with the whole rebrand 

The product is ready, but we still need to make some changes to the website including the integration partners page featuring Jack, Dominykas, Adam, John, Mitchell Keller, Naufal Nugroho 🌲, Ericson Dalusong, Wouter Dieleman and a few other killers!

and ofc add a few new testimonials 🧡 

"Why do I feel like Signalbase is going to be the next big thing?" 

"You guys are sitting on a golden mine, this is what the GTM space really needs"

"Where were you guys when all of the industry scrapers went down? Just give me the Stripe link already"

🟧 2 new enterprise level usage "testing" accounts

As mention we also have an invisible layer to our GTM strategy where we feed other platforms with our API to help them produce even bigger value for their customers.

---

Overall great week 3rd week of building & as always super proud of the team

Also huge thanks to Keti Grigalashvili and Kristine Zubtsova for inviting me to their pod, it's going to be a lot of fun 💪 

Let's make some history! 

Chat next week,
G

Could you imagine sending out 81,000 cold emails in a month???

Me neither, but let's look at a few stats which were openly shared on LinkedIn

→ 2,835 replies
→ 1,500 out-of-office or “no”
→ 25+ new clients overall

Then they ask if their team should send more?????

Honest opinion, they just need to start optimising their lists with something beyond what they claim to be "high intent leads" as spamming won't help you win in the long term.

Doing GTM is so much more than blasting emails

Please stop the LinkedIn B.S, build a proper GTM motion beyond destroying the inboxes of your ICP

Week 3 of sharing the love around Signalbase (Previously LeadsOnTrees)

Most people seeing this will probably ask:

“Why would you feed other sales tech tools with your data? Aren’t they competitors?” 🤯 

Nope.

I see tools like Smartlead,lemlist, Expandi, HeyReach.io, Salesforge 🔥 and any other agentic SDR platforms within this space like partners, not rivals.

In essence, they help teams execute outreach. And what we do is helping them improve the quality of their product & increase the value creation for their clients with live, verified intent signals.

That’s why we see Signalbase as the intent layer on top of all GTM workflows & platforms.

The goal? For any product that wants to push live data into their dashboards / core features→ we become the default input.

Extremely excited to see Seb Vissers's growth accelerating with the already available new API. 😎 

The future of GTM runs on live verified data.

And that’s Signalbase for you.

Halloween passed but GTM teams are still haunted by poor data hygine 💀

Just last week, A fractional CMO told me that one of her clients wasted millions on complex setups and tooling.

Surprised? Not really.

Everyone’s still searching for that magical growth hack or tool that will somehow save the quarter. But fundamentals still matter, especially if you want to reach the right people, at the right time.

As James Eisner once told me 👉 “95% of the outbound game is just building a well-prepared list of prospects with validated data.”

If you’re struggling to build lists of active, ready-to-move companies you don’t need more accounts identified as "opportunity" 

You need to approach outbound in a fundamentally different way 👇 

Find verifed intent signals at scale -> Apply firmographics -> Push that data to your CRM or the rest of your tech stack via the webhooks

Let's build these signal-based GTM engines!

Could you imagine spending 63 hours a week into validating lists with prospects… 🤯 

That’s exactly what one GTM engineer told me recently.

My next question 👉 “Why don’t you build your list around the signals first?”

Here’s the thing: buyers don’t buy like they used to. They’re smarter, more self-directed, and inundated with generic outreach. 

Yet most signal providers still sell massive databases with tens of thousands of accounts, but are many irrelevant. Basically throwing dust into the eyes of GTM teams.

But what if you could start with signals? Who’s hiring, expanding teams, adopting new tech, or showing real behavioral intent?

Then layer firmographics. Only keep the accounts that truly match your ICP.

Result: Less manual validation, higher relevance, better conversion, and your SDRs stop being list janitors trying to send mass emails.

It seems that majority of teams talk about "efficiency", but never take the step forward to it. Because outdated firmographic-first lists cost you time, money, and brand credibility. 

Honestly the goal should have never been more leads. 

It should be about having better leads within your pipeline who are going to close faster without burning your team out.

“The funding round article is dead.”

Sifted recently published a piece arguing exactly that and it’s hard to disagree once you see the logic.

For years, funding news worked like this:

 ➡️ Startup raises money
 ➡️ Sends a press release
 ➡️ Journalists publish “Startup X raises €Y”
 ➡️ The ecosystem learns about it the next day

But this model is collapsing not because people care less, but because the information is no longer exclusive.

Which is why the article hits the nail on the head: “Now throw AI into the mix,anyone can ask ChatGPT for information about companies.”

To cut it short, the article predicts a future where some tool automatically aggregates funding updates from startup websites and social feeds, but let’s be honest — that tool already exists.

And it’s called Signalbase.

Today, GTM teams don't need to manually check for next-day articles. They get all of this verified data in real time.

The new look of the information flow?

 ➡️ Operators move faster by acting on fresh funding, M&A and job changes signals within less than a minute 

 ➡️ Founders shift distribution to their own channels, where tools pick up the signal automatically.

So yes, the classic funding announcement article may be dying.
But the intelligence layer behind it?

That’s evolving and already in the hands of GTM teams using Signalbase.

A GTM leader told me recently that his head is booming from all the signals out there…So he turned everything off.

Let's get real for a second 👇 

If signals are making you more stressed instead of helping you gaining clarity, you’re not running a signal-based GTM engine. 

You’re just collecting noise by following LinkedIn playbooks blindly.

Truth is that you don't need more signals, but better ones

✅ Recent ones, not firmographic-driven
✅ Verified with something more than a simple Clay enrichment
✅ Build to live on top of your stack while helping you match all of the pieces together

Not thinking about it? You might be wasting the time out your sales team

It’s 9 PM on a Sunday. My phone vibrates. 🧐 

“Can I set up a real-time monitoring workflow for VC-backed orgs in Clay using Signalbase (Previously LeadsOnTrees)?”

Short answer: Yes!!!! Absolutely.
Long answer: This is exactly what Signalbase was built for.

Huge shoutout to Ericson Dalusong (yet another cracked GTM operator who can help you build your signal-first GTM engine) for trusting the product so early and pushing the API to it's limits. 🙏 

Why teams layer Signalbase on top of their Clay workflows?

🟠 Verified, real-time signals helping you save 30+ hourse in data cleanups and reduce the room of errors within your setups (Funding, M&A and job changes)

🟠 Zero to none learning curve: Suitable for GTM teams looking to build their first signal-based engine from scratch in the fastest way possible 

🟠 Plug-and-play API: Making the dream of every advanced GTM user happen by snapping perfectly into your existing stack. Trust me some folks does not even look at the UX/UI 💀  

If you want your Clay / N8N workflows to run on real-time intent data instead of of firmographic-driven accounts or huge database leaks…

👉 trysignalbase(dot)com

An agentic SDR platform hyping themselves for sending 600 emails and getting 1% conversion rate.....

Am I going crazy for finding this fundamentally WRONG? 

🟧 Poor targeting + generic messages = lower conversion rates

And the worst part it that your TAM starts talking just like the screenshot below all across the web 🤷‍♂️ 

No hype can protect your brand from having poor data hygine within your GTM workflows or agents.

There is this whole concept of "outbound 3.0" or whatever you want to call it that actually preaches the other way around while also demanding teams to have access to unique sets of data. 

"Gone are the days of spray and pray. You need right timing, right messaging, and the right targets." Rejoice Onyenanu

🟧 Less accounts + better messages = increased $$$ 

Signalbase (Previously LeadsOnTrees) 👉 Because you need verified signals at scale and only then put your firmographics to find ICP-like orgs.

Thank me later ✌

Looking to drive more revenue in 2026 with your Clay workflows? 

Here are a few plays that are currently crushing it as mentioned by Frank and Bill that you can run immediately via Signalbase (Previously LeadsOnTrees)👇

🟧 1. Hunting deals around job changing signals 

Signalbase tracks internal promotions, new senior hires, and key departures inside your target accounts.

Meaning: you know exactly when a new owner of outbound shows up or when a gap opens.

Example message you can play around with:

“Instead of hiring 5 more SDRs, blend headcount with a leaner, intent-led outbound setup.” Perfectly timed to a leadership change.

🟧 2. Broad Outbound to intent-verified accounts

Outbound used to mean guessing who has budget or appetite. Now you can push intent-verified accounts straight into your CRM our webhooks or the native Hubspot integration, so reps only work the ones most likely to pick up.

Pro tip: layer Claygent enrichment or another custom variable to sharpen the list even further.

Example: Targeting someone who got a certification relevant to your market

🟧 3. Get a grip on freshly funded companies 

Let's get real...generic funding feeds can bring a lot of noise! Signalbase detects new raises across your ICP only and trigger outreach the moment momentum hits.

Ericson Dalusong built a killer real-time monitoring flow on top of Clay! It's worth asking him about it if you want to see what “instant” really looks like.

Once your list is set, just make a real-time alert so you can get lookalike accounts in your Slack or email.

🟧 4. ABM list monitoring 

Just find signals at scale → select accounts → create a list → make an alert 

Then monitor those same accounts for new rounds, intenal promotions, key leavers, and M&A.

---

Honestly, there were many more workflows covered in the webinar, but the real unlock is this 👇 

Every workflow becomes more effective when you layer verified, real-time signals on top. Your only limitation is creativity.

Kicking off month 2 of spreading the Signalbase love 🧡

This one personally hits different as I’ve been working with James Eisner the rest of The Growth Syndicate's team for a bit more than a year - helping them scale past their first million.

Just came to remember that a few months ago, James and I were still brainstorming how to identify PE-backed companies at scale. And today?

You can do all of that and so much more inside Signalbase in seconds:

🟧 Select the countries you want to target
🟧 Choose the investor type (angels, VCs, PEs, accelerators, etc.)
🟧 Filter investors by average ticket size

… and instantly unlock 6,000+ related signals on top of the 70K verified companies and the 200K key decision makers inside 

No more burning hours learning Clay.
No more money wasted in trying to duct-tape broken workflows.

Check it out 👉 trysignalbase(dot)com

Did you know that 40% of executives switch roles annually?

Yet most teams still rely on outdated data making their outreach keeps landing on empty desks.

Signalbase now can help you fix the accuracy gap that’s costing you pipeline in real time!

Simply reach for people that switched their companies in less than a minute ago to save yourself the embarrassment while gettting you the real, up-to-date picture.

🟧 Filter by department
🟧 Filter by job role / title
🟧 Filter by seniority

And the best part?

The job-change signals including internal promotions, key decision makers leaving and new hires are available for everyone in the free trial. 

See you inside 🫡

The future of GTM it’ll be about who owns fresher verified data.

Funny enough we’re already entering a new era where every GTM team will be fighting for one thing:

 ⚡ unique set of data that no one else has.

Because everyone already has the same firmographics.
- Same filters.
- Same ICP.
- Same 10,000 companies sitting in their CRM.

But the edge won’t come from who can buy more leads. It’ll come from who can detect movement before everyone else does.

→ Who spotted that VP of Sales job post first.
→ Who saw that quiet funding update 3 minutes after it went live.
→ Who can collect, clean, and act on unique signals the fastest

Because data is the "blood of every modern company" and that's also the reason why:

1. We see so many exits 
2. Vendors like Clay want to have access to better data 
3. ChatGPT is pushing it's marketplace 

and the list goes on

If you are working in GTM you probably hear these 3 things weekly 👇 

AI SDR agents, Clay, signals...

And although they have common grounds for the majority of the GTM practitioners, there is still so much fluff around it.

Historically vendors have preached selling “ready-to-buy” leads. But that’s the biggest lie you can ever tell to an experienced GTM exec or practitioner who can see what actually works outside of their own silo.

Because GTM should never be only about sending messages or posting on Linkedin.

In reality all you need is:

🟧 Understand what is a behaviour which makes one account interesting for you to go after

🟧 Get such fresh, verified data at scale 

🟧 Layer another custom variable / trigger / signal on top to get even better targeting

🟧 Build execution systems (proper targeting, highly targeted ads, narrow outreach campaings, small invite only dinners, etc)

The rest is noise! 

You don't need to comment for playbooks which you won't even get access to as these posts are pure engagement baiting.

and you definately don't need to use an AI SDR to send 81K emails just so you can book 25 calls this month 🫠 

Either way, super curious to hear your biggest 3 misconceptions below!

A company with $103M in funding asked me for help with their GTM engine 👇 

“We just pick 200 enterprise accounts.” 

Great, but that’s exactly where the real work starts. Having a firmographic-first list is not the strategy. But making a system around the timing of the unique behaviour-related actions is one.

Here is what I asked next:

“What actually makes one of those 200 accounts worth reaching out to this week? What changed inside the company that signals the moment is right?”

That question is the core of a Signalbase-powered GTM engine.

Because the highest-leverage outreach happens when something inside the account shifts such as a key person leaves, a new leader joins, they raise, they merge, they reorganize, they start hiring for a role you automate.

We capture such moments in real time, verify and feed them directly into your workflow, your CRM, or Clay tables. 

No duct-taping 20 news feeds together or feeling like you don't have a grip on your own data (if you have used Sculptor, you probably know the feeling)

GTM isn’t just about finding more accounts that fits your ICP criteria. It’s also about knowing exactly when to reach out and how to "plant the seeds" with the right context in the mind of your market.

That’s the unlock.

Another day, another chat with a fractional CMO 👇 

“My clients have 1,000 accounts sitting in HubSpot… but the sales team has no idea what to do with them.”

This is the silent killer inside most CRMs meaning teams don’t have a pipeline problem. They have a data hygiene problem.

When your CRM is packed with random accounts, stale lists, and dead records, two things happen:

 • Reps stop trusting the system
 • No one knows where the active demand actually is

Outbound dies. Momentum dies and you can see that in your bottom line.

Here’s the shift modern GTM teams need to make:

Stop obsessing over how many accounts you have in your CRM. Start obsessing over how many active, intent-driven accounts you have in your CRM.

🟧 Accounts that recently got their key decision maker leaving. 
🟧 Accounts that just raised.
🟧 Accounts that just acquired or got acquired

Just accounts that are showing signs of movement in real time.

High-quality data creates high-confidence reps.
High-confidence reps create pipeline.
Simple as that.

Give it a spin 👉 Signalbase

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