Create good marketing, not just good content
We help B2B startups and scaleups create commercially effective content by blending the reach and recall of brand marketing with the positioning and persuasion of product marketing.
.png)
.png)
_edited.png)
.png)
Problem
Too much content,
not enough marketing
Content is not a marketing strategy. It's a collection of media and formats. So what happens when good content ignores good marketing? You get highly engaging, highly random acts of content with zero commercial outcomes.
Too much sizzle,
not enough recall
Education and entertainment that creates value, just not memorable links between your brand and your category's core buying triggers.
Too much persuasion,
not enough reach
Highly persuasive content that communicates your differentiated value but that hides on your website or in your sales process.
Too much fragmentation,
not enough direction
Random acts of content (usually too much of it), fragmented across your channels and departments with no cohesive purpose or direction.
Solution
Put the marketing back in your content
Content programs, content pillars, content engines, and media companies don't produce commercially effective content. Good brand marketing and product marketing do.
.png)
No more random
acts of content
Brand marketing and product marketing give your content clear principles, purpose, and direction.
Balance between
today and tomorrow
Brand marketing builds recall with out-market buyers. Product marketing reduces friction for in-market buyers.
Good marketing,
not just good content
Content produces commercial outcomes by prioritizing the marketing that content serves, not the content itself.
Make good marketing, not just good content
We help B2B startups and scaleups create commercially effective content by blending the reach and recall of brand marketing with the positioning and persuasion of product marketing.
Associations
We help you define the network of brand and product associations we need to amplify so buyers know how you fit within their world.
• Positioning
• Messaging
• Narrative
• Buying triggers
.png)
Product marketing
We use rational product education to frame your product(s) value differently for each segment so in-market buyers know why, what, and how to buy.
• Product/persona pages
• Sales pitch and enablement
• Go-to-market
• Product launches
• Case studies
Brand marketing
We use emotive brand messaging to make you memorable and category famous so future buyers think of you first when the move in-market.
• Organic campaigns
• Series production
• Linkedin organic
• Brand activations
• Brand ad campaigns
.png)
Hybrid
But most of the time we'll blend brand and product to create broad reach messaging that's universally relevant for in-market and out-market buyers.
• Creative product launches
• Celebrity template libraries
• Documentary case studies
• Repositioning projects
How it works
Our goal isn't to create the best content; it's to create the best brand marketing and product marketing using content.
Work with Obaid and Drew
We're not a big agency. We're a team of two with a few brilliant contractors. That means you work directly with us, always.
Obaid Durrani
Brand marketing
Brand marketing
Drew Leahy
Product marketing
Brand marketing
Brain Pick
$500
per session
Jump on a call. Bring your team. Ask us anything. Get feedback. Validate ideas. Gauge readiness.
1-2 hour session
Zoom recording
Bring your team
Ask us anything
Obaid + Drew
Sidekick
$3,000/mo+
10 seats available
You lead, we'll advise. For brands that don't need (or can't afford) a full time PMM and brand marketer.
Weekly calls
Slack channel
Strategy oversight
Creative sparring
Training
Sprint
Custom
project-based
Hire us for a specific project with a clear start and end date. Here when you need us, not when you don't.
Product launches
Re-positioning
Show development
Brand campaign
+More
Fractional
$15,000/mo+
4 seats available
Obaid and Drew run the entire Peanut Butter playbook for you, from strategy to execution.
Positioning
Messaging
Narrative
Product marketing
Brand marketing
Pricing
Four ways to work with us.