GTM

1. Top funnel: Apollo outreach to generate demand

• 30,000+ high-quality leads enriched by role (CTO, Director), tech stack (GitHub, Slack), and company size (100+ employees)
• Focused on high-velocity engineering teams using GitHub at scale
• Personalized outbound messaging based on team structure, tools, and pain points

2. Mid funnel: HubSpot nurtures engaged leads

• Automated follow-ups with segmented workflows based on lead behavior and journey stage
• Campaigns tailored to each step of the buyer journey: awareness → demo → activation
• Smart triggers to prompt demo bookings, onboarding sessions, or re-engagement when interest drops

3. Bottom funnel: Product-led growth via free tier

• Free version of Warestack with instant GitHub integration—no setup hassle
• Fast time-to-value: users see violations and insights within minutes
• Built-in Slack alerts, in-app guidance, and usage loops that drive organic team adoption

4. Network conversions: High-intent accounts

• Outbound sales targets accounts showing strong usage signals or demo interest
• Messaging highlights clear ROI: governance violations blocked, time saved, risk reduced
• Strong stickiness via native integrations with GitHub, Vanta, Linear, and Jira