Mime-Version: 1.0 Content-Type: multipart/alternative; boundary="079320f855bff2c1b9df7952866e20d89f6f22dc22f85fe7f08d6b4d8c6d" Subject: Ecosystem is the next big growth channel From: Lenny's Newsletter To: Hidden Recipient Date: Tue, 11 Nov 2025 13:45:43 +0000 X-Hiring: We are hiring, reach out at header-hacker@emailshot.io X-EmailShot-Signature: dIKGtjCp0MyGd0e_CqXdS3vq162Grnf7FNLfILdLTx3S2AMNgs7lc97PYjI_UXT-W8UtKau89e4wVJ-ACdhv3A== --079320f855bff2c1b9df7952866e20d89f6f22dc22f85fe7f08d6b4d8c6d Content-Type: text/plain; charset="utf-8" Content-Transfer-Encoding: quoted-printable View this post on the web at https://www.lennysnewsletter.com/p/ecosystem-i= s-the-next-big-growth =F0=9F=91=8B Hey there, I=E2=80=99m Lenny. Each week, I tackle reader ques= tions about building product, driving growth, and accelerating your career.= For more: Lennybot [ https://substack.com/redirect/5ba46b6f-a15f-40cf-8f79= -f889fa311803?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAs= F0l24U ] | Lenny=E2=80=99s Podcast [ https://substack.com/redirect/9d2dd570= -a98c-4a2f-ae3a-b2991b002cec?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN= 48_jCfgM3m0rbAsF0l24U ] | How I AI [ https://substack.com/redirect/83db409b= -fdf2-4a76-8c75-661b28e10089?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN= 48_jCfgM3m0rbAsF0l24U ] | Lenny=E2=80=99s Reads [ https://substack.com/redi= rect/1fc04644-e527-46c7-93f7-2db9d5aab18c?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObq= ArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | AI/PM courses [ https://substack.com= /redirect/f41558da-f9e6-48db-a003-5cf51597496a?j=3DeyJ1IjoiM2dmeXZtIn0.xu76= uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | Public speaking course [ https:= //substack.com/redirect/0d7ba199-1c26-495d-b9cd-0ac6149cce5a?j=3DeyJ1IjoiM2= dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Annual subscribers get a free year of 17+ premium products: Devin, Lovable,= Replit, Bolt, n8n, Wispr Flow, Descript, Linear, Gamma, Superhuman, Granol= a, Warp, Perplexity, Raycast, Magic Patterns, Mobbin, ChatPRD + Stripe Atla= s [ https://substack.com/redirect/a56882d1-7e25-46d1-a420-f70f8bdaa80f?j=3D= eyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] (while su= pplies last). Subscribe now [ https://substack.com/redirect/3e071699-477d-4= b4a-b7fa-2ae6dadab990?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfg= M3m0rbAsF0l24U ].=20 I=E2=80=99m always on the lookout for alpha to share with you on what the m= ost successful companies are doing differently=E2=80=94so you can do it as = well. This post is the epitome of that. Emily Kramer [ https://substack.com= /redirect/1a8ad0c2-9032-4f7b-8139-9fac8b608dc9?j=3DeyJ1IjoiM2dmeXZtIn0.xu76= uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] has identified a pattern in how t= op AI (and non-AI) startups are able to break through the noise and grow un= like at any other time in history. Once you see it, you immediately rethink= your growth strategy. I did! After reading the first draft of this post, I= got a whole new level of understanding for why my product pass [ https://s= ubstack.com/redirect/6836e6e0-c4be-4bed-a7d9-73be7df8b7da?j=3DeyJ1IjoiM2dme= XZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] has been such a succes= s (fun fact: it doubled my growth, and is the most win-win-win idea I=E2=80= =99ve ever concocted). Below, Emily shares how you can implement this strategy yourself, along wit= h dozens of real-world examples of how top companies are executing it. For = more insights from Emily, check out her excellent newsletter [ https://subs= tack.com/redirect/8466c960-3c81-421d-8807-99b21299a8e3?j=3DeyJ1IjoiM2dmeXZt= In0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ], and find her on LinkedIn= [ https://substack.com/redirect/1a8ad0c2-9032-4f7b-8139-9fac8b608dc9?j=3De= yJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] and X [ ht= tps://substack.com/redirect/d8343fe0-7dc7-4cd5-86ca-fccbd50af4c7?j=3DeyJ1Ij= oiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. P.S. You can listen to this post in convenient podcast form: Spotify [ http= s://substack.com/redirect/3db4614b-004e-4cbf-b26a-9caeb3d7a902?j=3DeyJ1Ijoi= M2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] / Apple [ https:/= /substack.com/redirect/a45ebe11-ae34-40e6-9622-b62f4752c921?j=3DeyJ1IjoiM2d= meXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] / YouTube [ https://= substack.com/redirect/a50b3b3e-6ea6-43eb-89eb-aec27ccf5ef8?j=3DeyJ1IjoiM2dm= eXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. You=E2=80=99ve built something great. Maybe even shipped it faster than you= thought possible, thanks to AI. But here=E2=80=99s the catch: everyone els= e has that same speed advantage. So you turn to distribution. But here=E2=80=99s the second catch: the B2B c= hannels you=E2=80=99ve long relied on for growth are increasingly becoming = less effective, for that same reason. Inbound: Search traffic is declining due to LLMs, and social is flooded wit= h derivative content. Outbound: With AI SDRs and easier access to contact data, everyone=E2=80=99= s inboxes are overflowing. Product virality: We=E2=80=99re overwhelmed with new products (thanks, AI!)= , so with endless choice, virality is much harder to achieve. Events: While people crave authentic connection in the AI and hybrid-work e= ra, the explosion of trade shows, micro-conferences, and webinars of mixed = quality has led to event fatigue. Lifecycle emails: With inboxes saturated with cold outbound, even lifecycle= emails focused on driving engagement and retention get tuned out. So in this new competitive, AI-driven landscape, how do you get your great = product noticed? The answer is ecosystem. Instead of going directly to your prospects, go th= rough intermediaries who already have access and trust with your audience. Tom Orbach [ https://substack.com/redirect/ed167ecd-bbc1-4d80-84e9-32e64f67= f5d6?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ],= the director of growth marketing at Wiz, said it best: =E2=80=9CWhy start = at zero when you can start at 10,000?=E2=80=9D You=E2=80=99re likely familiar with the individual tactics within an ecosys= tem strategy: influencer and creator relationships, channel partnerships, d= eveloper relations, communities, product integrations, and customer marketi= ng. But the growth unlock doesn=E2=80=99t come from any one of these activi= ties on their own. Instead, a flywheel emerges when you properly implement this overarching st= rategy: your ecosystem partners create and distribute content, you amplify = and repurpose their efforts, together you drive greater reach and credibili= ty, new customers and partners come on board, and the cycle strengthens wit= h each turn. Now your ecosystem is a powerful extension of your GTM team. Ecosystem is a force multiplier and differentiator When you look at the fastest-growing companies today, you probably see AI-f= irst companies known for their lean teams and great products. But I see som= ething else: companies that wouldn=E2=80=99t have achieved these growth tra= jectories without their ecosystems. Supabase [ https://substack.com/redirect/ac5354ad-eae1-434f-804f-081e1c85a5= e9?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] The Postgres development platform and database became the default backend f= or vibe-coding products like Lovable. As these companies grew, so did Supab= ase. In addition to these =E2=80=9Cintegration=E2=80=9D partners, Supabase= =E2=80=99s open source community shared docs, tutorials, and videos, furthe= r driving growth and building credibility. =E2=86=92 Supabase went from 1 million to over 4.5 million [ https://substa= ck.com/redirect/1199a546-e36d-4d61-8ac8-33b63f7318f1?j=3DeyJ1IjoiM2dmeXZtIn= 0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] developers in under a year,= which would not have been possible without two sets of ecosystem players: = the open source community and the awareness from integration partners. =E2=80=9CCommunity and virality aren=E2=80=99t =E2=80=98intangible.=E2=80= =99 Supabase shows how to turn organic pull (GitHub stars, YC adoption, vib= e-coding buzz) from developers into structured funnels, lifecycle paths, an= d monetization.=E2=80=9D =E2=80=94Aaron Cort, operating partner at Craft Ve= ntures, investors in Supabase [ https://substack.com/redirect/38599fca-bc56= -4237-a13a-258f01cfe550?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jC= fgM3m0rbAsF0l24U ] Clay [ https://substack.com/redirect/bf7eaae9-e015-4621-9ae4-885afcbf40c2?j= =3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Clay grows through close partnerships with =E2=80=9CGTM engineer=E2=80=9D p= ower users=E2=80=94consultants, agencies, and in-house operators. These Cla= y creators make videos and tutorials that drive adoption and awareness. =E2=86=92 Without this creator ecosystem showing what=E2=80=99s possible, C= lay=E2=80=99s flexibility could have been a liability instead of an advanta= ge. Lovable [ https://substack.com/redirect/6ffc124a-cbef-4f05-9006-f6db37d0627= f?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Lovable helps builders quickly create apps that are naturally shareable=E2= =80=94a classic driver of viral growth (think =E2=80=9CBuilt with Webflow= =E2=80=9D or =E2=80=9CMade in Typeform=E2=80=9D badges). But Lovable accele= rates this virality through community-driven initiatives like hackathons [ = https://substack.com/redirect/6f46d364-ba66-4788-91a3-f241b5f74de8?j=3DeyJ1= IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] and their Dis= cord, which just surpassed 100,000 members [ https://substack.com/redirect/= 45ac2579-754a-4d34-9325-b9f29b8fb539?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP= 822j-jnN48_jCfgM3m0rbAsF0l24U ]. =E2=86=92 Lovable=E2=80=99s product is excellent, but there are many other = vibe-coding products out there. Lovable=E2=80=99s investment in building a = brand alongside their creators has catapulted them above the rest. =E2=80=9CFor years, the marketing playbook was predictable, but not anymore= =2E All the attention has shifted to th= e creator economy. The goal is no long= er to produce everything in-house but to empower creators to generate conte= nt about you, and then repurpose it across paid and organic.=E2=80=9D =E2= =80=94Elena Verna, head of growth at Lovable [ https://substack.com/redirec= t/2cd08282-65b1-4cd1-82fd-ba6ff2e6c2cc?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArD= fP822j-jnN48_jCfgM3m0rbAsF0l24U ] Gamma [ https://substack.com/redirect/74d08f28-360d-4bcc-8d26-a0984c646f8e?= j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Gamma built an ecosystem of micro-influencers across TikTok, Instagram, X, = and LinkedIn to show off presentations built with Gamma=E2=80=99s AI design= tool. They paid them not just to post but offered a bonus for virality. Th= ey also extensively catalogued successful hooks and formats to make this sc= ale. =E2=86=92 Gamma attributes over half of their growth to influencers, and fo= under Grant Lee breaks down the details in this post [ https://substack.com= /redirect/d40a62b6-640c-432a-9f32-1a02188803bf?j=3DeyJ1IjoiM2dmeXZtIn0.xu76= uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. Vercel [ https://substack.com/redirect/5f336221-3399-4e6e-9623-74df47cc3465= ?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Vercel=E2=80=99s huge developer community builds on Next.js [ https://subst= ack.com/redirect/0f650187-421a-425b-a48e-2e6baa63ac66?j=3DeyJ1IjoiM2dmeXZtI= n0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] (which Vercel leads work o= n), and those projects naturally scale into Vercel enterprise deals.=20 =E2=86=92 Without the Next.js ecosystem and community contributions, Vercel= likely never would have had the credibility or reach to move upmarket. ElevenLabs [ https://substack.com/redirect/43846a82-b6db-433b-8142-a53ecefa= 85f3?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] ElevenLabs turned users into contributors through its Voice Library. Voice = actors upload voices and earn money when they=E2=80=99re used, which attrac= ts more creators. These voices also power viral content like =E2=80=9CAI pr= esidents [ https://substack.com/redirect/49149c18-17af-46c0-8e4a-478031be0a= dc?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]=E2= =80=9D on YouTube and TikTok. Viral hits drive press coverage, too. =E2=86=92 ElevenLabs hit $100 million ARR with just 50 employees [ https://= substack.com/redirect/1921bb11-6d57-41b4-b3bc-fe952a473b26?j=3DeyJ1IjoiM2dm= eXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. Without its paid cre= ator ecosystem (over $1 million to creators in 2025 [ https://substack.com/= redirect/19e2bbc4-4456-4d17-a168-21bf7e8e730e?j=3DeyJ1IjoiM2dmeXZtIn0.xu76u= FObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]), the product itself would have fe= wer voices and it wouldn=E2=80=99t have spread as quickly. You=E2=80=99ll see ecosystem flywheels behind nearly every fast-growing AI = startup, from Baseten [ https://substack.com/redirect/3d2a3ce9-790f-4dde-b1= 00-20a40b626f5a?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rb= AsF0l24U ]=E2=80=99s strategic partnerships with cloud providers, to Midjou= rney [ https://substack.com/redirect/3eaf62de-cb08-4c57-bd8d-d274b899caad?j= =3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] embedd= ing its product in Discord from day one, to Anthropic [ https://substack.co= m/redirect/a63f6411-6106-45a7-b637-eb04eb1e6c24?j=3DeyJ1IjoiM2dmeXZtIn0.xu7= 6uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] building MCP [ https://substack.= com/redirect/a8cdc0c0-4415-4945-8509-66b1dc14e2c2?j=3DeyJ1IjoiM2dmeXZtIn0.x= u76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] to make it easier for develope= rs to connect tools and data to Claude and other LLMs. Why ecosystem works I initially became obsessed with the power of ecosystems firsthand at Carta= [ https://substack.com/redirect/3fc27842-d401-433e-9932-b09661b13334?j=3De= yJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] in 2018, w= here lawyers as channel partners drove massive growth, and at Astro in 2017= , where building for the Slack platform led to Slack acquiring Astro, in it= s largest acquisition at the time [ https://substack.com/redirect/f106186e-= 3710-4284-b1c7-936a9f13e205?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN4= 8_jCfgM3m0rbAsF0l24U ]. Back then, these plays felt like outliers. But toda= y, this strategy is essential. An ecosystem is fast becoming the rule for g= rowth, not an exception. Here=E2=80=99s why: 1. Your ecosystem makes every channel more effective The best reason to invest in an ecosystem is that, when done well, it makes= every channel better by serving as both a distribution path and a source o= f content. Ecosystem partners fuel inbound, add value and credibility to your outbound= messages, accelerate product virality, make events more enticing, and grou= nd lifecycle marketing in real use cases. Example: HubSpot partnered with a bunch of marketing influencers to promote= their new framework, =E2=80=9CLoop Marketing,=E2=80=9D [ https://substack.= com/redirect/084f45ed-3a6c-42d2-8d29-203ea7dd6ba5?j=3DeyJ1IjoiM2dmeXZtIn0.x= u76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] when they announced it at thei= r Inbound conference this year. This combination spurred lots of discussion= , driving a bunch of organic Linkedin posts too. All of these efforts came = together to make it feel like the Loop Marketing framework was everywhere t= hat week (at least if you were a B2B marketer). 2. Your ecosystem knows how to speak to your audience (maybe better than yo= u do) AI has made it easy to pump out content, making it harder than ever for peo= ple to know who and what to trust. This means they are turning to voices th= ey already value and respect (like Substack writers!). Ecosystem players li= ke these already know how to speak to your audience. Your brand simply can= =E2=80=99t build that trust overnight=E2=80=94if ever=E2=80=94without these= partners. You see this especially on LinkedIn, where individual people (employees, cu= stomers, or partners) perform much better than brands=E2=80=94eight times b= etter from employees vs. brands, according to LinkedIn [ https://substack.c= om/redirect/ea839123-4fac-48e4-8ff5-9e57969d88ec?j=3DeyJ1IjoiM2dmeXZtIn0.xu= 76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. Example: Vanta may be best known for its clever play-on-words billboards [ = https://substack.com/redirect/6c8f10af-38cf-489c-a465-0a2e686e0431?j=3DeyJ1= IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ], but you=E2= =80=99ve likely also seen them sponsoring business Substacks (like Lenny=E2= =80=99s) or podcasts. Since their product centers on trust, it=E2=80=99s sm= art to partner with high-trust creators who their (compliance-minded) audie= nce already knows. It=E2=80=99s clear that a significant share of their pai= d spend now goes not just to billboards but to creators too. Fun fact: Vant= a is one of Lenny=E2=80=99s top 3 podcast sponsors. 3. GTM teams are smaller now and need leverage AI was supposed to make GTM teams more efficient=E2=80=94and in some ways i= t has. But shrinking [ https://substack.com/redirect/41e38d76-69fd-4b63-a83= 6-78b9ac861431?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbA= sF0l24U ] GTM teams are scrambling to get efficiency through AI while also = finding creative, compelling ways to differentiate. Your ecosystem is an accelerant for a lean team, like bringing on a contrac= ted team of expert marketers. Working with partners, customers, and communi= ties may not be as turnkey as paid search, for instance, but with the right= workflows (and a boost from AI), the ROI can be extremely high. Example: Navattic [ https://substack.com/redirect/0fca100e-99b5-4830-8e5c-2= ed0845cc914?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0= l24U ] built a team of marketing advisors, which makes the team seem much l= arger than it is. They set up long-term or advisory arrangements with micro= -influencers who get early access to products, give product feedback, and a= lso regularly post on LinkedIn as part of the relationship. 4. You have a ton of options within an ecosystem strategy Ecosystems aren=E2=80=99t limited to products you integrate with or creator= s with big LinkedIn followings. And if one ecosystem partner starts showing= diminishing returns, you aren=E2=80=99t out of luck. There=E2=80=99s a bro= ad network of individuals and companies that can reach your audience. If a person or company, no matter the size or reach, has spent time buildin= g up the audience you want, you can figure out how to work with them. Example: If you have a niche audience, you can often find organizations and= trade associations to partner with. Clio [ https://substack.com/redirect/d= 2383e0c-bd16-40ba-a3be-dc625262c076?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP8= 22j-jnN48_jCfgM3m0rbAsF0l24U ] works with state bar associations to reach l= awyers, and Upstart [ https://substack.com/redirect/856a6447-e12e-41b0-92d7= -10b984ac0420?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAs= F0l24U ] has long been a preferred partner with the NAFCU [ https://substac= k.com/redirect/835f3f61-fa2a-420c-bbe3-94f175e03f62?j=3DeyJ1IjoiM2dmeXZtIn0= =2Exu76uFObqArDfP822j-jnN48_jCfgM3m0rbA= sF0l24U ], a regional credit union tra= de association. How to implement an ecosystem strategy Growth strategies are never one-size-fits-all, but most B2B startups today = can grow faster with a well-designed ecosystem strategy. With audience atte= ntion fragmented and harder than ever to earn=E2=80=94and startups hitting = revenue milestones faster=E2=80=94you can=E2=80=99t afford not to leverage = the people, companies, and platforms that already have your audience=E2=80= =99s trust. Because there are so many types of partners and ways to collaborate, there= =E2=80=99s opportunity here for nearly every company. The question isn=E2= =80=99t if you should build an ecosystem strategy, it=E2=80=99s who your be= st partners are, how to activate them specifically, and how to reshape your= team and process to prioritize that work. Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly93d3cubGVubnl= zbmV3c2xldHRlci5jb20vYWN0aW9uL2Rpc2FibGVfZW1haWw_dG9rZW49ZXlKMWMyVnlYMmxrSW= pveU1Ea3dNVGMwTWpZc0luQnZjM1JmYVdRaU9qRTNPREF3TmprM09Td2lhV0YwSWpveE56WXlPR= Fk1TVRNd0xDSmxlSEFpT2pFM09UUTBNRFV4TXpBc0ltbHpjeUk2SW5CMVlpMHhNRGcwTlNJc0lu= TjFZaUk2SW1ScGMyRmliR1ZmWlcxaGFXd2lmUS5uR0JKTFBIemxqNWdVX1VvUkVRZVZfemluX2t= WZlotcnlMZWJuZDFZVFpZIiwicCI6MTc4MDA2OTc5LCJzIjoxMDg0NSwiZiI6dHJ1ZSwidSI6Mj= A5MDE3NDI2LCJpYXQiOjE3NjI4NjkxMzAsImV4cCI6MjA3ODQ0NTEzMCwiaXNzIjoicHViLTAiL= CJzdWIiOiJsaW5rLXJlZGlyZWN0In0.3EGjbHZlkCzoyol1w-DG1o7kIRK5sEmU0gJjI0qlEMA? --079320f855bff2c1b9df7952866e20d89f6f22dc22f85fe7f08d6b4d8c6d Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable Ecosystem is the next bi= g growth channel3D""
How to stand out in a noisy landscape
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Forwarded this = email? Subscribe here for more

How to stand out in a noisy = landscape by leveraging partners who already have access and trust with you= r target audience

Emily Kramer
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👋= ; Hey there, I’m Lenny. Each week, I tackle reader questions about b= uilding product, driving growth, and accelerating your career. For more: Lennybot | Lenny’s Podcast | How I AI | Lenny’s Reads<= /a> | AI/PM courses | Public speaking course=

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I’m always= on the lookout for alpha to share with you on what the most successful com= panies are doing differently—so you can do it as well. This post is t= he epitome of that. Emily Kramer has identified a pattern in how top= AI (and non-AI) startups are able to break through the noise and grow unli= ke at any other time in history. Once you see it, you immediately rethink y= our growth strategy. I did! After reading the first draft of this post, I g= ot a whole new level of understanding for why my product pass has be= en such a success (fun fact: it doubled my growth, and is the most win-win-= win idea I’ve ever concocted).

Below, Em= ily shares how you can implement this strategy yourself, along with dozens = of real-world examples of how top companies are executing it. For more insi= ghts from Emily, check out her excellent newsletter, and find her on= Li= nkedIn and X.

P.S. You ca= n listen to this post in convenient podcast form: Spotify / <= a href=3D"https://substack.com/redirect/a45ebe11-ae34-40e6-9622-b62f4752c92= 1?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U" rel= =3D"" style=3D"color: rgb(54,55,55);text-decoration: underline;">Apple<= span> / YouTube.

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You’ve built something great. Maybe even shipped it fa= ster than you thought possible, thanks to AI. But here’s the catch: e= veryone else has that same speed advantage.

So you turn to = distribution. But here’s the second catch: the B2B channels you’= ;ve long relied on for growth are increasingly becoming less effective, for= that same reason.

  • Inbound: Search= traffic is declining due to LLMs, and social is flooded with derivative co= ntent.

  • Outbound: With AI SDRs and easier access to contact dat= a, everyone’s inboxes are overflowing.

  • Product virality:= We’re overwhelmed with new products (thanks, AI!), so with endless c= hoice, virality is much harder to achieve.

  • Events: While peopl= e crave authentic connection in the AI and hybrid-work era, the explosion o= f trade shows, micro-conferences, and webinars of mixed quality has led to = event fatigue.

  • Lifecycle emails: With inboxes saturated with c= old outbound, even lifecycle emails focused on driving engagement and reten= tion get tuned out.

So in this new competi= tive, AI-driven landscape, how do you get your great product noticed?

The answer is ecosystem<= /em>. Instead of going directly to your prospects, go through inter= mediaries who already have access and trust with your audience.

Tom Orbach, the director of growth marketing at Wiz, said it= best: “Why start at zero when you can start at 10,000?”=

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You’re = likely familiar with the individual tactics within an ecosystem strategy: i= nfluencer and creator relationships, channel partnerships, developer relati= ons, communities, product integrations, and customer marketing. But the gro= wth unlock doesn’t come from any one of these activities on their own= =2E

Instead, a flywheel emerges when you properly implement t= his overarching strategy: your ecosystem partners create and distribute con= tent, you amplify and repurpose their efforts, together you drive greater r= each and credibility, new customers and partners come on board, and the cyc= le strengthens with each turn. Now your ecosystem is a powerful extension o= f your GTM team.

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Ecosystem is a force multiplier and d= ifferentiator

When you look at the fastest-growing = companies today, you probably see AI-first companies known for their lean t= eams and great products. But I see something else: companies that wouldn= 217;t have achieved these growth trajectories without their ecosystems.

=

Supabase

The Postgres development platform and da= tabase became the default backend for vibe-coding products like Lovable. As= these companies grew, so did Supabase. In addition to these “integra= tion” partners, Supabase’s open source community shared docs, t= utorials, and videos, further driving growth and building credibility.

<= p style=3D"margin: 0 0 20px 0;color: rgb(54,55,55);line-height: 26px;font-s= ize: 16px;">→ Supabase went from 1 million to over 4.5 million= developers in under a year, which would not have been possible witho= ut two sets of ecosystem players: the open source community and the awarene= ss from integration partners.

“Community and virality aren’t ‘intangible.= 217; Supabase shows how to turn organic pull (GitHub stars, YC adoption, vi= be-coding buzz) from developers into structured funnels, lifecycle paths, a= nd monetization.” —Aaron Cort, operating partner at Craft Ventures= , investors in Supabase

Clay

Clay grows through close partnerships with “GTM engineer” = power users—consultants, agencies, and in-house operators. These Clay= creators make videos and tutorials that drive adoption and awareness.

<= p style=3D"margin: 0 0 20px 0;color: rgb(54,55,55);line-height: 26px;font-s= ize: 16px;">→ Without this creator ecosystem showing what’s pos= sible, Clay’s flexibility could have been a liability instead of an a= dvantage.

Lovable

Lovable helps builders= quickly create apps that are naturally shareable—a classic driver of= viral growth (think “Built with Webflow” or “Made in Typ= eform” badges). But Lovable accelerates this virality through communi= ty-driven initiatives like hackathons and their Discord, which just s= urpassed 100,000 members.

→ Lovable&= #8217;s product is excellent, but there are many other vibe-coding products= out there. Lovable’s investment in building a brand alongside their = creators has catapulted them above the rest.

“For years, the marketing playbook was predictable= , but not anymore. All the attention has shifted to the creator economy. The goal is no longer to produce everything in-house but to em= power creators to generate content about you,= and then repurpose it across paid and organic.” ̵= 2;E= lena Verna, head of growth at Lovable

Gamma

Gamma built an ecosystem of micro-influencers across Ti= kTok, Instagram, X, and LinkedIn to show off presentations built with Gamma= ’s AI design tool. They paid them not just to post but offered a bonu= s for virality. They also extensively catalogued successful hooks and forma= ts to make this scale.

→ Gamma attributes over half of their growth to influencers, and foun= der Grant Lee breaks down the details in this post.

V= ercel

Vercel’s huge developer community bu= ilds on Next.js (which Vercel leads work on), and those projects nat= urally scale into Vercel enterprise deals.

→ Wit= hout the Next.js ecosystem and community contributions, Vercel likely never= would have had the credibility or reach to move upmarket.

E= levenLabs

ElevenLabs turned use= rs into contributors through its Voice Library. Voice actors upload voices = and earn money when they’re used, which attracts more creators. These= voices also power viral content like “AI presidents” on= YouTube and TikTok. Viral hits drive press coverage, too.

→ ElevenLabs hit $100 million ARR with just 50 employees. Without its paid creator ecosystem (over $1 million to creators i= n 2025), the product itself would have fewer voices and it w= ouldn’t have spread as quickly.

You’ll see ecosystem flywheels = behind nearly every fast-growing AI startup, from Baseten= ’s strategic partnerships with cloud providers, to Midjour= ney embedding its product in Discord from day one, to Anthropic building MCP to make it easier for d= evelopers to connect tools and data to Claude and other LLMs.

Why ecosystem works

I initially became o= bsessed with the power of ecosystems firsthand at Carta in 2018, whe= re lawyers as channel partners drove massive growth, and at Astro in 2017, = where building for the Slack platform led to Slack acquiring Astro, in its lar= gest acquisition at the time. Back then, these plays felt like ou= tliers. But today, this strategy is essential. An ecosystem is fast becomin= g the rule for growth, not an exception.

Her= e’s why:

1. Your ecosystem makes every cha= nnel more effective

The best reason to invest in an ecosys= tem is that, when done well, it makes every channel better by serving as bo= th a distribution path and a source of content.

Eco= system partners fuel inbound, add value and credibility to your outbound me= ssages, accelerate product virality, make events more enticing, and ground = lifecycle marketing in real use cases.

Example: HubSpot partnered with a bunch of marketing = influencers to promote their new framework, “Loop Marketing,”<= span> when they announced it at their Inbound conference this year. This co= mbination spurred lots of discussion, driving a bunch of organic Linkedin p= osts too. All of these efforts came together to make it feel like the Loop = Marketing framework was everywhere that week (at least if you were a B2B ma= rketer).

2. Your ecosystem knows= how to speak to your audience (maybe better than you do)

= AI has made it easy to pump out content, making it harder than ever for peo= ple to know who and what to trust. This means they are turning to voices th= ey already value and respect (like Substack writers!). Ecosystem players li= ke these already know how to speak to your audience. Your brand simply can&= #8217;t build that trust overnight—if ever—without these partne= rs.

You see this especially on LinkedIn, where indivi= dual people (employees, customers, or partners) perform much better than br= ands—eight times better from employees vs. brands, according to LinkedIn= .

Example: Va= nta may be best known for its clever play-on-words billboards, but y= ou’ve likely also seen them sponsoring business Substacks (like Lenny= ’s) or podcasts. Since their product centers on trust, it’s sma= rt to partner with high-trust creators who their (compliance-minded) audien= ce already knows. It’s clear that a significant share of their paid s= pend now goes not just to billboards but to creators too. Fun fact: Vanta i= s one of Lenny’s top 3 podcast sponsors.

=

3. GTM teams are smaller now and need leverage

AI was supposed to make GTM teams more efficient—and in so= me ways it has. But shrinking GTM teams are scrambling to get effici= ency through AI while also finding creative, compelling ways to differentia= te.

Your ecosystem is an accelerant for a lean team,= like bringing on a contracted team of expert marketers. Working with partn= ers, customers, and communities may not be as turnkey as paid search, for i= nstance, but with the right workflows (and a boost from AI), the ROI can be= extremely high.

Example: = Nav= attic built a team of marketing advisors, which makes the team se= em much larger than it is. They set up long-term or advisory arrangements w= ith micro-influencers who get early access to products, give product feedba= ck, and also regularly post on LinkedIn as part of the relationship.=

4. You have a ton of options within an= ecosystem strategy

Ecosystems aren’t limited to pro= ducts you integrate with or creators with big LinkedIn followings. And if o= ne ecosystem partner starts showing diminishing returns, you aren’t o= ut of luck. There’s a broad network of individuals and companies that= can reach your audience.

If a person or company, no matter= the size or reach, has spent time building up the audience you want, you c= an figure out how to work with them.

Example: If you have a niche audience, you can often find organi= zations and trade associations to partner with. Clio works with stat= e bar associations to reach lawyers, and Upstart has long been a pre= ferred partner with the NAFCU, a regional credit union trade associa= tion.

How to implement an ecosystem stra= tegy

Growth strategies are never one-size-fits-all, = but most B2B startups today can grow faster with a well-designed ecosystem = strategy. With audience attention fragmented and harder than ever to earn&#= 8212;and startups hitting revenue milestones faster—you can’t a= fford not to leverage the people, companies, and plat= forms that already have your audience’s trust.

Because there are so many types of partners and ways to collaborate,= there’s opportunity here for nearly every company. Th= e question isn’t if you sh= ould build an ecosystem strategy, it’s who your best partners are, how<= /em> to activate them specifically, and how to reshape your team and process to prioritize that wor= k.

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