When it comes to lead generation, most startup founders rush toward ads, LinkedIn posts, or cold outreach. But there’s a smarter, lower-cost way—publishing your content and products on third-party platforms.
This strategy, when done right, can deliver consistent exposure, warm leads, and real conversions—without burning through your ad budget.
Why It Works
Think of third-party platforms as “distribution multipliers.” They already have the traffic, the audience trust, and the infrastructure. By publishing your brand’s story, tools, or thought leadership through these external sources, you’re meeting your target users where they already hang out—with a built-in credibility boost.
1. Guest Articles and Thought Leadership
Where to publish:
- Medium
- Substack
- Indie Hackers
- HackerNoon
- Dev.to
- Industry-specific blogs and newsletters
We didn’t expect it, but publishing on Indie Hackers turned out to be one of our most engaging content experiments. Out of all the external blogs we’ve used, it sparked the most genuine conversations, feedback, and even product interest. It’s now a key part of our content strategy—and a reminder that niche platforms can outperform bigger ones when the audience is right.
- LinkedIn Is No Longer Just a Social Network
LinkedIn has evolved into a B2B publishing and discovery platform.
It’s where professionals learn, evaluate, and make buying decisions.
While most stick to short posts, LinkedIn Articles let you go deeper—telling your story, breaking down strategies, or showcasing product insights in long-form.
Treat LinkedIn like a media outlet. Publish value-first content, optimize for skimmability, and link back to your core offer.
Publish value-first content, and optimize for skimmability:
- Use short paragraphs
- Add bold subheadings
- Include bullet points
- Highlight key takeaways
- End with a strong CTA linking back to your offer
People skim before they commit. Help them find the value fast.
Why it matters:
Guest writing builds your brand as an expert. When your startup shares actionable insights or behind-the-scenes experiences, it doesn’t just showcase your product—it creates trust. Readers associate your name with authority and are more likely to explore your offerings.
Tips:
- Share first-hand stories or frameworks (e.g., “How We Got Our First 100 B2B Users”).
- Include a call-to-action linking to a product page or signup form.
- Engage with the comments; that’s where the conversion magic often happens.
2. Directories, Review Platforms & Aggregators
Where to list:
Why it matters:
Buyers researching software look for social proof. Getting your startup listed in these directories—paired with authentic user reviews—can help you appear in high-intent searches.
Our experience:
We listed Rainex.Billing and GetLeads on multiple review sites and incentivized happy users to leave honest reviews. Within weeks, we saw an uptick in organic demo requests, many citing “we found you on G2.”
Tips:
- Ask for reviews after successful onboarding or support interactions.
- Respond to every review—positive or negative—to show you care.
- Use any awarded badges (like “Top Performer” or “Users Love Us”) in your email signature or landing pages.
3. Product-Focused Marketplaces
Where to launch:
- Product Hunt
- AppSumo
- Lemonsqueezy
Why it matters:
These platforms attract tech-savvy early adopters who are actively looking to try new things. Listing your product here not only builds visibility—it sparks community-driven engagement, feedback, and often direct sales.
Case in point:
We launched both Rainex.Billing and GetLeads on Product Hunt and AppSumo. The result? A tidal wave of feedback, hundreds of warm leads, and several closed deals. It wasn’t just traffic—it was qualified interest from users who were looking for exactly what we offered.
Tips:
- Prep your launch page with clear value props, visuals, and a story.
- Personally respond to comments—it boosts visibility and trust.
- Offer early-bird discounts or lifetime deals to encourage trial.
How to launch on Product Hunt? Tips and mistakes based on our experience launching on PH that helped us get to the top of the day and week.
How to launch on Product Hunt? Tips and mistakes based on our experience launching on PH that helped us get to the top of the day and week.
Final Thoughts
The real strength of this strategy is in diversification and reach. When your product appears in a directory, is mentioned in a guest article, and gets listed on a marketplace—all at once—you’re not just “being seen.” You’re creating multiple inbound paths that reach different audiences in different contexts.
This multi-channel presence dramatically increases your visibility, credibility, and the chances of being discovered by the right users—whether they’re reading, searching, or browsing.
It’s not about doing more—it’s about showing up where it counts.
Final Tip: Play the Long Game — Build Relationships, Not Just Reach
In B2B, most deals don’t happen from a single touchpoint. They come from trust—built over time, through consistent value.
That’s why instead of chasing quick wins, we focus on nurturing relationships with the right audience.
One of the most effective ways to do this is:
- Use GetLeads to identify decision-makers in your niche.
- Send personalized connection invites in LinkedIn, not sales pitches.
- Turn them into followers—not just leads.
When they follow you, you stay on their radar, sharing valuable content, insights, and product updates.
No hard sell. Just smart visibility. This strategy turns cold contacts into warm followers—and warm followers into future customers.
B2B isn’t a sprint. It’s a series of conversations. Play the long game, and let LinkedIn work for you.
Publish with value. Promote with intent.
The most effective long-term strategies that work whether you’re just starting out or looking to scale your existing business.
The most effective long-term strategies that work whether you’re just starting out or looking to scale your existing business.
