Piyush Agarwal’s Post

I’ve come to believe the 𝗺𝗼𝘀𝘁 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘁𝗿𝘆 𝘁𝗼 𝗰𝗼𝗻𝘃𝗲𝗿𝘁. It tries to be useful - and that’s what makes it convert. We talk a lot about content as a lever in GTM - something to drive traffic, fill the funnel, or support sales. But after spending time inside Snyk’s GTM strategy, that idea feels… incomplete. Because what they did with content wasn’t tactical. It was structural. They built tools like Snyk Advisor and the Vuln DB not to market the product - but to solve real developer problems at the exact moment they occurred. And in doing so, they created content that didn’t just attract attention - it earned trust. It kept compounding. And it pulled users in, long before sales ever showed up. The same with community. It wasn’t just “build it and they’ll come.” It was embedded. Designed. Intentional. We unpacked the whole strategy in this case study - if you’re running GTM for a technical audience, it’s definitely worth a read. Link in comments.