Hey, how do you distribute your products?
I’ve tried a wide range of strategies to distribute my SaaS.
I recently had a sudden burst of inspiration for a new project: AI-driven lead distribution. The idea is to use AI to analyze publicly available information and identify potential clients.
It used to be about handing out flyers on busy streets;
"AI distribution" gives the impression of using AI analysis to identify high-value potential customers and then targeting them with flyers.
How does everyone handle distribution, and what are some genuinely effective distribution strategies?
Regarding the AI lead generation: from working with agencies, the issue usually isn't defining a lead, it's identifying which prospects actually have intent to buy anything at all. A company can look like a perfect fit on paper, and you'd expect them to reply to outreach, but often they don't. What signal would your AI use to tell intent apart from fit?
What has worked for me on distribution: test one channel at a time, with a number you have decided -> before you start, and tag every link with a UTM per channel. When I ran several at once I couldn't tell which one did anything.
Honestly the flyer picture is the useful bit. The AI part is just a faster way to pick the wrong street. What actually worked for me was one place I could sit in the same week and answer, not a pile of potential clients. If I cannot say who it is for in one ugly sentence, more targeting just burns the morning faster. Are you stuck distributing the old SaaS, or is this lead thing already the product?
Distribution is the moat. We spent €150 on Google Ads and got 0 installs. Pivot to organic: reply to growing conversations on Threads, build in public, cold DMs. Personal > paid every time.
I view distribution as occurring in stages: the cold-start phase and the expansion phase. The cold-start phase involves early market validation and rapid product iteration, whereas the expansion phase represents a period of rapid growth once the product has stabilized.