Who Are They?
The four layers of knowing your audience. And the single paragraph every founder should be able to write.
Free download
How to Grow
How to Grow
Any Organization.
A field guide for founders done guessing.
An 85-page book by Tom Zandstra, Founder of Acculead and Professor of Advertising at Calvin University. The same playbook Tom uses with clients who’ve closed Fortune 500 deals, built pipelines of thousands of qualified leads, and 2x’d revenue in two years.
- Know Your Audience. The four layers of ICP and how to find them out.
- Provide Value. The four types, and how to test for each.
- Build a System. Turn random tactics into a repeatable engine.
Written for Founders, marketing leaders, and operators at $1M–$20M B2B, SaaS, and AI companies who are tired of guessing.
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What’s inside
Ten chapters.
Ten chapters.
One system.
Every chapter ends with an exercise you can run this week. No fluff. No filler. The field guide version of what Tom teaches at Calvin and runs with clients.
Listening and Learning
Four methods for audience insight, starting with the one your sales team already has answers to.
Aligning Vision with Needs
Why you are not the main character of your own marketing. Three alignment checks to prove it.
What is Value?
The four kinds of value audiences will trade attention for. And why “more posts” isn’t one of them.
Building Compelling Value
The permission marketing cycle and the give-first toolbox that earns the right to ask.
Measuring and Refining Value
Vanity metrics vs. real metrics. Where the feedback loops live.
The Power of Repeatable Processes
Why most businesses don’t have a marketing system. And what to build before you hire another agency.
Building the System
Simple before sophisticated. Stage-by-stage funnel design without the software sprawl.
Scaling Smart
How to grow the engine without breaking it. What to automate first and what to leave alone.
The Invitation
What to do Monday morning. The smallest first step that makes the rest compound.
About the author
Tom Zandstra.
Blessed to be part of a startup as a 20-year-old kid, Tom watched the business get acquired eight years later. The first job had nothing to do with marketing, but he got pulled that direction watching business owners try to grow the only way they knew how: hire more salespeople and send them to industry events. Fine pre-Covid, pre-internet. The ground was already shifting under it.
Over those eight years, sitting across the table from CEOs, founders, and marketing leaders, a clear pattern showed up. The ones who stalled did not really know who they were talking to, which meant they could not speak that person’s language, which meant they had no way to turn any of it into new business.
When the company was acquired, Tom took the pattern and started Acculead in 2016 to build the kind of system those business owners never had. Today he runs it for founders and marketing leaders across the country, and teaches the same principles to his students at Calvin University. The tactics change every year. The work underneath them does not change much at all.
Clients have closed single deals worth over $1M with Fortune 500 companies, grown organic traffic by 1,650%, generated 5,000 email leads from a single brand partnership with no ad spend, and 2x’d revenue in two years from organic systems alone.
Read more about Tom →
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