Marketing assets are
becoming software
GTM Summary builds interactive pipeline tools for B2B SaaS companies whose leads aren't converting. We combine demand strategy, product thinking, design, and engineering to turn your buyer's most important question into a self-service qualification experience.
The buyer changed.
The content strategy didn't.
For most of B2B marketing's existence, information was the product. You had research, frameworks, and expertise that buyers couldn't easily get elsewhere. Gating that information behind a form was a reasonable trade — they got value, you got a contact.
That era ended when AI made information abundant. Today, a buyer can ask ChatGPT or Claude for a comparison table, a business case template, an implementation guide, or a vendor shortlist — and get a useful answer in 30 seconds without filling out a form.
The teams that figured this out early stopped trying to compete with AI on information density. They started building something AI can't produce: an experience that requires the buyer's specific context to be useful. A calculator that needs their actual numbers. An assessment that diagnoses their specific situation. A benchmark that shows them how they compare to peers in their industry and size band.
That's what we build. Not because it's trendy, but because it's the category of marketing asset that AI cannot replace — and the only category that gives your sales team something they can actually use.
Strategy, design, engineering,
and analytics as one team
Most agencies do one thing well — creative, or copy, or development. The interactive tool problem requires all of them, simultaneously, with a clear understanding of buyer psychology and pipeline mechanics.
We start every project with the buyer's decision — not the tool format. Which question, if answered interactively, creates the most pipeline potential? That question shapes every subsequent decision: what inputs to collect, what outputs to return, how to segment results, and how to route buyers to the right next action.
We combine demand generation strategy (what question unlocks the deal?), product design (what experience makes the buyer complete the tool?), engineering (what integration makes the tool useful to sales?), and analytics (what optimization makes the tool better over time?).
The result is a tool that works as both a buyer self-service experience and a sales qualification machine — at the same time.
Series A – C B2B SaaS
with a lead quality problem
Our typical client is a Series A to Series C B2B SaaS company with 2–10 people in marketing. They have a functioning demand generation motion — content, paid, SEO, events — but they're not satisfied with the quality of what that motion produces. Their MQL-to-opportunity conversion is under 25%. Their sales team doesn't trust the leads from marketing. Their content performs in analytics but not in revenue.
These teams don't have a volume problem. They have a qualification problem. And the fastest way to fix a qualification problem isn't to generate more leads — it's to give buyers a way to qualify themselves.
We also work with larger B2B SaaS companies (Series D and beyond) looking to build a specific tool for a new market, a competitive displacement campaign, or a content pillar that earns recurring organic traffic.
"The best marketing asset is one that gives the buyer a personalized answer and gives sales a qualified context — at the same time, without human involvement."
That's the standard we hold every tool we build to.