Keyplay (and me) are joining Inflection
And what this acquisition means for PeerSignal
Big news to share: Inflection has acquired Keyplay. The whole team is making the move (including me). Read more here:
-- Inflection announcement post
If you’ve been reading this newsletter, you know I try to call things straight. There are a lot of unknowns about how exactly this takes shape for PeerSignal. But I’ll share my current thinking here and what I’m excited to explore in this new configuration.
The Story
Andrew and I started Keyplay in late 2022 to help B2B teams work the right accounts. ICP scoring, account intelligence, account selection. We served 100+ customers and built something I’m proud of.
But we learned that standalone account intelligence is a feature, not a platform. Knowing who to target only matters if you can act on it. And the action layer for most B2B marketers is still broken.
Aaron Bird and the Inflection team are building the action layer I want to use. Agents that actually execute campaigns, not just analyze data. Those agents need to know who to target and why. That’s where Keyplay fits. ICP scoring and account intelligence move into Inflection’s ContextGraph, so when an agent builds a campaign, it already knows the ICP, the signals, and the buying context. No more manual handoff between your intelligence tool and your execution tool.
So what does this mean for PeerSignal?
Quick history. PeerSignal started in late 2021, right after the PLG List went semi-viral. I’d been sick of the buyer-second playbook in B2B since 2009, and I wanted to study GTM excellence in the open. Paywall-free, ad-free, independently minded. Less a newsletter, more a public research practice.
That led to Keyplay. I saw it as a media + software flywheel — research and community on one side (PeerSignal), software on the other (Keyplay). Both fed each other. The audience taught us what to build. The product gave us a real reason to do deeper research. Keyplay customers came in without a single outbound call because they were already PeerSignal readers.
Over time it grew and evolved organically. 18,000+ subscribers, the PLG List, the Rising 40, the GTM Tech 1000, Unbundling ABM, the AI GTM 100, the “Disappointed with AI in GTM” series, the podcast, the contributing authors.
It’s been an organic evolution with a great community.
Exploring What’s Next for PeerSignal
You’ve noticed this newsletter was quieter the last few weeks. I’ve been working on the Inflection deal and getting onboarded.
But I still believe in this concept and want to keep building on what we started here. I will be working to define the next chapter in our new home.
In my mind, Inflection has something unique that makes this very exciting.
Dave Rigotti (Inflection co-founder) built Demand & Expand
If you’ve been in B2B marketing long enough, you remember SiriusDecisions, TOPO Summit, Marketo Summit. A lot of the events I used to love are gone.
Demand & Expand was created to fill that gap. 500-ish practitioners in SF for two days, five tracks, no panels, the kind of room where people actually share what’s working instead of reading bullets off slides. I think it’s one of the best B2B marketing events out there right now. (May 18-20. I’ll be there. If you’re going, find me.)
As we merge Keyplay into Inflection, we think there’s a place for PeerSignal and Demand & Expand to fit together. The exact shape we don’t know yet, but I’m excited to work on this puzzle and share the learnings.
If you have ideas about how it should evolve, reply here. I read them all.
I’ll keep sharing as I learn.
p.s. If you also subscribe to my personal newsletter at adamGTM.com, I’ll be writing more there about going “full AI” as a CMO next week.