Gabriel spent $50K across two conferences. Thirty meetings booked. Two showed up. That mistake turned into a framework. This episode covers how a software engineer who switched to GTM rebuilt his entire go-to-market approach around one reality: for developer tool companies, the customer's biggest competitor has always been the customer themselves. Now, with AI coding agents, that's true for every category.

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ABOUT GABRIEL MANOR-LIECHTMAN

Gabriel is a software engineer with 15 years of experience who made the jump to go-to-market three years ago. He leads everything GTM at Permit.io, a startup building authorization and permission infrastructure for developers. He calls himself a go-to-market engineer, and the framing fits: he runs Clay on 50K credits a month, built his own context layer from scratch, and rethinks every marketing motion through an engineering lens.

Follow Gabriel on LinkedIn: https://www.linkedin.com/in/gabriel-manor-liechtman/

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TIMESTAMPS

00:00 Introduction

01:09 The $50K conference mistake

03:35 How to build a booth funnel that actually measures brand awareness

08:43 Selling dev tools when AI can build it for them

13:33 Why "save 6 months" messaging is dead

14:42 Why every product needs to be agent-ready now

19:40 Will web interfaces survive the agent era?

23:42 The 4-layer content stack (and which layer AI actually replaced)

30:09 The Flywheel 5

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ABOUT B2B MARKETING FLYWHEEL

Nick Rybak explores how modern B2B companies grow through marketing strategies, website innovation, and content that converts. Every two weeks, we talk to marketing leaders and founders about what's working and what's not.

Watch on YouTube: https://www.youtube.com/@nick-rybak

Listen on Spotify: https://open.spotify.com/show/7qXz4aAny6nmnV00QRnqUN

Listen on Apple Podcasts: https://podcasts.apple.com/podcast/b2b-marketing-flywheel/id1847655610

Connect with Nick on LinkedIn: https://www.linkedin.com/in/nick-rybak/