Capture the expertise
Interview founders, engineers, customers and product leaders to surface technical truth, market insight, proof and a point of view buyers can understand.
Capability 01
Turn technical expertise into pipeline growth.
We build AI-native growth systems that capture what your company knows, turn it into credible content and experiences, build market trust, create demand, and move qualified buyers into pipeline.
- Expertise capture and message architecture
- Content and webinar demand engines
- Executive POV and technical thought leadership
- HubSpot, Clay and lifecycle systems
- Buyer intent, pipeline and revenue measurement
The real problem
AI companies don't have a content problem. They have a translation problem.
The market has to understand why your technical difference matters before sales can monetize it. That means connecting technical truth to business value for everyone in the buying committee, from engineers and data leaders to the executives who sign.
- Trap
Too technical
Feature-heavy and acronym-heavy. Written for peers, not the buying committee that has to approve the spend.
- Trap
Too generic
Enterprise-ready, AI-native, scalable. Claims every competitor can make, with nothing distinctive to believe.
The winning message is technically true, commercially clear and specific enough to believe.
The system
The modern AI GTM engine.
A repeatable system for turning expertise into revenue.
- 01
Expertise
Founders, engineers, customers
- 02
Content system
Webinars, executive POV, technical content
- 03
Trust
Education, proof, repetition
- 04
Demand
Audience, intent, engagement
- 05
Pipeline
Conversations, SQLs, opportunities
- 06
Revenue
Customers, expansion
- AI amplifies
- Community compounds
- Measurement improves
Workstreams
How we turn expertise into revenue.
Pick the whole system or the piece that is blocking you. Either way, you get senior operators doing the work rather than reviewing it.
Build the content system
Turn one high-value expert conversation into webinars, technical articles, executive POV, search answers, social clips, email nurture and sales enablement.
Make webinars demand engines
Solve a buyer problem, promote to a defined ICP, capture intent, give sales context and measure qualified movement through the funnel.
Build executive thought leadership
Give leaders a memorable point of view, support it with evidence and repeat it across LinkedIn, events, podcasts, newsletters and sales conversations.
Amplify with AI
Use AI for research, synthesis, repurposing, personalization, distribution and performance analysis. Keep original insight, technical truth, empathy and judgment human-owned.
Connect the operating system
Wire Clay research, HubSpot lifecycle stages, routing, follow-up, attribution and reporting into one working growth system your team can run.
AI amplifies the signal
AI should amplify expertise, not manufacture it.
The fastest content engine still needs a real signal.
Human-owned
- Original insight
- Technical truth
- Point of view
- Customer empathy
- Judgment and taste
AI-amplified
- Research and synthesis
- Repurposing
- Personalization
- Distribution
- Performance analysis
One expert session, weeks of GTM.
One high-value conversation feeds:
- Webinar or event
- Technical article
- Executive POV
- Search answers
- Community discussion
- Social clips
- Email nurture
- Sales follow-up
Webinars in practice
Demand engines built around questions buyers actually have.
AI Loves Data sessions show the model in action: credible practitioners, practical enterprise AI topics and content that keeps working after the live conversation.
- Watch on-demand
The Human-Agentic Workflow: Who Owns the Future of Work?
How organizations redesign work, workflows and accountability for teams of people and AI agents.
Watch the session ↗ - Watch on-demand
Give Google Gemini Enterprise Agents Real-Time Customer Context
Giving customer-facing AI agents the real-time context needed to respond effectively.
Watch the session ↗ - In the library
Debugging LLMs: Best Practices for Better Prompts and Data Quality
Practical guidance on prompt optimization and more reliable data for production LLMs.
Find it in the library ↗ - In the library
Building a RAG LLM Clinical Chatbot with John Snow Labs in Databricks
Using retrieval-augmented generation to power clinical chatbots at scale.
Find it in the library ↗
Engagement
How a build unfolds.
- 01
Diagnose
Two weeks inside your stack, data and pipeline to find where demand is leaking.
- 02
Build
Systems, lists, content and automations shipped in working order, not as recommendations.
- 03
Run
Campaigns in market with a weekly operating review and a clear read on what produced.
- 04
Hand over
Documentation and training so your team can run and extend everything we built.
Measurement
Measure movement, not marketing activity.
Attention metrics diagnose distribution. Revenue metrics decide what deserves more investment.
- 01
Attention
Registrations, views
- 02
Intent
Repeat visits, engaged accounts
- 03
Conversation
Meetings, sales follow-up
- 04
Opportunity
SQLs, pipeline created
- 05
Revenue
Closed-won, expansion
Fractional support
You might want us embedded if…
- You are between demand gen hires and need interim senior coverage.
- A full-time demand gen hire isn't feasible yet, but the pipeline target still is.
- Your current programs have plateaued and need a fresh system rather than more spend.
- You want to move off WordPress and onto an AI-powered website and connected marketing stack.
- You are ready to use AI across marketing, but want an experienced partner to show where it creates real leverage, and where human strategy and judgment matter more.
Start next week
Five plays that create better leverage.
- 01
Interview one technical expert
One focused conversation with an engineer or founder surfaces the technical truth buyers need to hear.
- 02
Teach a buyer problem
Lead with the problem your buyer is working through, not the feature you shipped.
- 03
Give one executive a memorable POV
One clear, repeatable point of view beats ten scattered opinions.
- 04
Repurpose before creating
Mine what you already have before commissioning anything new.
- 05
Add a revenue metric
Track at least one number tied to opportunities or revenue, not just attention.
FormulatedBy helped us launch our webinar series, training workshops, and conference. They're true experts, passionate, fast, listen well, and consistently deliver. Highly recommended!
O'Reilly has been continually impressed with Anna and her team. They have been contributors to our large Strata events and partnered with us to build out new areas of practice over the years. They are conversant not only with the technologies they bring to market but with the needs of the communities they serve.
Make the shift
Leave old marketing behind.
We help B2B teams move to AI marketing, rebuilding the systems, campaigns and customer experiences that turn attention into measurable growth.