How growth works

Growth at Intempt runs on five strategies. Four of them capture and distribute demand, each bringing a stranger to the free plan, where the product gets them to real value in five minutes, and a team that reaches value shares, refers, and converts. The fifth creates the demand the other four capture: awareness, the work of being known and being shared before anyone is comparing tools. This page is the five strategies, in plain terms. The channel pages under channels-overview are the detail; this is how they fit together.

The thesis they all serve is in who-we-build-for: a context warehouse plus five tools plus Blu agents is a self-driving GTM engine, and the more truth-seeking a team is to its customers, the faster it grows. Every strategy below sells that engine.

1. Organic: get found by the LLMs, then convert in the product

This is the flagship, and it has three moves in order.

Invest in bottom-of-funnel content, not top. LLMs are already excellent at top-of-funnel content, so we do not compete there. We invest where they are weak and where intent is highest: head-to-head product comparisons, deep how-tos, and the specific "how do I actually do this" content a real operator searches for when they have the problem and are choosing a tool. That is the content that ranks and the content an answer engine cites.

Get discovered through AEO and SEO, and land them on an engagement hub. People find that content two ways: through an LLM that cites us (answer-engine optimization) and through search (SEO). They land on the website, which works as an engagement hub, not a brochure. They browse, they learn how to do the thing, they see we have a product that does it, and they sign up. Detail in owned-content-seo-aeo.

Give them Claude skills and an MCP so they solve it in Claude first. The second path to value does not start with a signup. We ship Claude skills and plugins people run inside Claude to solve their problem, and using them introduces them to our MCP. They do the job in Claude Code first, on their own terms. When they are ready for the full product, they sign up and pay. So the organic funnel is: discovery through the LLMs, then use through our skills and MCP, then signup and payment when the moment is right.

2. Customer referral and PLG: the product shares the product

The cheapest acquisition is the product spreading itself, with no ad spend.

• PLG sharing. Every shareable surface carries Intempt to whoever receives it: a booking page, a call recording, a dashboard, a free-tool result, each with a "powered by Intempt" badge and a signup CTA, free to view with no login, and the badge removable only on a paid plan. The free shared page is the distribution. Detail in plg-distribution.
• Customer referral. A customer who refers a peer earns the same as a creator does: 30% of seats and AI Pass for 12 months, on the Share track of the Intempt Collective. The people who already love the product become a sales channel that pays for itself.

3. Affiliates and agencies: recruited partners who bring signups

Here we actively recruit partners and pay them for the business they bring, through the Intempt Collective.

• Affiliates (consultants, advisors, bloggers) carry a referral link or a per-creator code and earn on direct signups, on a cookie-attributed commission: 30% of seats and AI Pass for 12 months per team they bring (the Share track). Detail in influencers.
• Agencies run Intempt inside their clients' accounts and earn 30% of each client's platform usage for as long as they are the Partner of Record (the Run track). The client owns the account; the agency adds a margin line and makes the retainer harder to cancel.

4. Creator UGC ads: paid, with the creative made for us

The one paid strategy, and it is fed by the creators we recruit rather than a faceless ad account.

A creator makes short UGC featuring Intempt, and we run that content as paid advertising on Meta, TikTok, YouTube, and LinkedIn through a whitelisting license. The creator earns a share of the ad spend (7% by default) plus a retainer floor, and it stacks with any referral commission and recipe royalty they also earn. We buy reach up front, and the creators who supply the creative become people who also earn on the signups it drives. Detail in paid-and-ugc-ads.

Paid runs per feature, not per brand. Each feature that can stand on its own gets its own ads, its own landing page, and its own signup or paywall. Marketing & Growth owns the acquisition side: the Media Buyer buys the paid media on the creator UGC, and the Head of Growth owns the experiment and the ad landing page. Product & Community owns the permanent surface it hands off to and the activation behind it; the creator program supplies the creative. The split is in how we run product operations.

5. Awareness: get known and get shared

The four strategies above capture and distribute demand. This one creates it.

AI commoditized the consideration phase. Anyone can generate infinite content from the same models, so being good at content is no longer an edge, and buyers do more of their comparing inside an AI assistant. The edge that is left is being familiar before that comparison starts. So we run awareness as its own play: viral experiments and stunts that get us known, meme-native content people send to their friends, and a practitioner building in public. It is owned by the Head of Growth, with the creator talent run by the Media Buyer, on Marketing & Growth, and detailed as a function in how we run Marketing & Growth.

Awareness does not replace the other four. It feeds every one of them, and it is the top of the creator funnel:

• Virality makes capture cheaper. A familiar brand gets searched by name, gets cited and clicked more in AI answers, converts better on the free plan, and gets shared more. Awareness raises the conversion of organic, PLG, partners, and paid at once, instead of buying a separate audience.
• Virality is how we recruit creators. We go viral with creators, not around them. The creators who help us break out become brand ambassadors on the Collective, earning on rev-share, per-creator codes, and recipe royalties. The Head of Growth makes the hits; the Media Buyer signs and runs the creators who made them. Awareness and the partner program are the same motion from two ends.
• A known brand gets more referrals. Customers refer a name their peers already recognize, so awareness lifts the Share track (30% for 12 months) without changing the offer.
• It all lands on the same free plan. Awareness widens the mouth of the one funnel: more strangers who already know us arrive at the free plan, activate, and share, which feeds the top again.

This is what changed about how marketing works. The top of the funnel used to be the product (PLG) and the LLMs (organic); marketing captured demand others created. Now marketing creates demand too, and brand is a growth input, not decoration.

What makes the five compound

Two engines sit under all five strategies and make each turn cheaper than the last:

• The recipe engine. Users and creators publish recipes (named plays Blu runs). A published recipe is organic discovery and an in-product play at once, and it earns its author 20% of the credits it burns in other orgs. It shows up in strategy 1 (content), strategy 3 (partners), and strategy 2 (PLG). No competitor has this leg.
• The monetization engine. Free users convert to paid, and that revenue is what the referral commissions, agency rev-share, and creator ad-spend fees are paid from. The partner and referral strategies are self-funding, not a subsidy, once conversion and retention hold.

Every strategy lands a new person on the free plan, and the free plan's bounded AI credits are the fuel that turns a signup into an activated user who then shares and converts. Acquisition gets them to the free plan; the AI credits get them to value; value is what makes the loop turn again.

The one number

The whole page is a lever on a single number: activated free workspaces per week, and the self-serve new revenue behind it. We report it with a source and a pull date, never a target pulled from the air, because marketing's numbers live in dashboards this repo cannot read.

Who owns what

Four teams, one funnel, four health scores:

• Marketing & Growth owns acquisition end to end, on two clocks: the awareness layer (viral experiments, meme-native content, build-in-public), founder brand and social, the bottom-of-funnel content, SEO and AEO, partnerships (affiliate and agency recruiting, startup programs), PLG and the sharing levers, the creator and UGC program, and the paid media and media buying on creator UGC. Graded by the marketing and growth health score.
• Product & Community owns the surfaces every channel lands on and the loop to paid: the Claude skills and MCP, the landing pages, signup, paywall, and the activation that turns a free workspace into a paying one, plus the community that keeps them. Graded by the product and community health score.
• Sales & Customer Success owns enterprise outbound and the accounts it keeps. Graded by the sales health score.
• Payments owns the payout rails, the credit model, and the ad-spend and commission flows.

Related: channels-overview · who-we-build-for · owned-content-seo-aeo · plg-distribution · influencers · paid-and-ugc-ads · startup-programs.