Sales stops inventing the pitch.
The core story is already there. Reps spend their time moving the deal forward instead of explaining what the company is.
B2B content strategy and implementation
Your company is different. Your buyers shouldn't have to figure out why.
Most B2B companies have a real advantage buried somewhere inside the business. It's in the CEO's head. In customer calls. In the way your best salesperson explains the product when the deck stops working.
I find it, put clear language around it, and get it into the places buyers actually make decisions.
See how it worksSTART HERE2 MIN
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The Story Gap
Scorecard
Fifteen statements. Two minutes. Find out where your story breaks down — in what you say, in how it travels, or in whether your team can repeat it.
Get your score
01 / THE PROBLEM
If only your CEO can explain why you're different, you don't have positioning. You have a private opinion.
The best explanation of your company probably already exists. It just never became the company story.
So everyone fills in the gaps themselves. Your CEO explains the business one way. Sales explains it another. Marketing turns it into campaign language. Customers describe the value using words you never use. And the website is still telling the version of the company from two years ago.
The difference is real. The shared language isn't.
OBSERVABLE SIGNS
01
Your best rep has a line that works every time. Nobody wrote it down.
02
Customers explain your value better than your homepage does.
03
Your leadership team has strong opinions that never leave internal meetings.
04
Ask an AI tool why you're different and you get the same answer it gives for three competitors.
THE COST OF AN UNWRITTEN ADVANTAGE
Every first call spent re-explaining the company is margin your competitors don't pay. When the difference never lands, the buyer reaches for the one thing they can compare: price.
You don't need more things to say. You need to find the thing worth repeating.
02 / WHAT CHANGES
When the story is clear, the whole company gets easier to buy from.
Your website finally sounds like the company your customers know.
The difference buyers hear on a great sales call is the same difference they see online.
Your executives start saying in public what they already say in private.
The ideas sitting inside leadership meetings become points of view the market can associate with your company.
AI and search have something useful to work with.
When the company clearly explains what it does, believes and proves, machines have a better chance of understanding it too.
One company. One story. Many places for it to travel.
03 / HOW IT WORKS
Find it. Name it. Make it travel.
Three moves. Ninety days. I call it the Trust Engine, because that's what it builds. We build it with your team, not for them.
Find it
Before I write the story, I find the truth. I interview the people who know the company best: leaders, sellers and customers. I look at sales calls, customer language, proof and the reasons you actually win. I'm looking for the things your company knows but has never made explicit.
The output: the raw truth, with evidence behind it.Name it
Finding the truth isn't enough. It has to become language people can understand, remember and repeat. What do you believe? Why do buyers choose you? What proof makes the story credible? The goal isn't to sound like a consultant wrote your messaging. It's to sound like your company on its best day.
The output: one story the company can actually repeat.Make it travel
A good story is useless if it lives in a strategy deck. So I turn it into things buyers can find and your team can use — the same core idea, in the places where trust gets built before, during and after the sales conversation.
The output: one clear idea, carried through the market.THE HANDOFF
You own the story. You own the assets. You own the system. You own the voice. The goal isn't to make your company dependent on me. It's to leave your team a clearer way to explain the business, and a system that keeps working after the engagement ends.
If your sales team can't use it, we don't ship it.What the ninety days includes
04 / PROOF
Most companies spend a fortune distributing a story they never clarified.
More content doesn't fix a company that hasn't decided what it wants the market to understand. It just distributes the confusion faster.
At Staffbase, the job wasn't to produce more. It was to rethink what the content operation was built to do. My team moved from a publishing model to a media system built around audience problems, clear editorial ideas, and formats that could carry those ideas further.
While I led content marketing at Staffbase, the share of tracked non-branded category prompts whose AI answers named the company rose from 22% to 45% in six months.
Measure: tracked non-branded category prompts naming the brand across ChatGPT, Claude, Perplexity, Google AI Overviews, Google AI Mode, Gemini, and Meta. Source: Staffbase AI Performance Dashboard, July–December 2025.Year-over-year growth across a two-and-a-half-year engagement.
YouTube views in 2025, plus three podcast lines.
The lesson wasn't “make more content.” It was “get clearer about what the content is supposed to carry.”
05 / FIT
Built for B2B companies that have outgrown the way they explain themselves.
This works best when the business is already real. You have customers. You have proof. You have experienced people. You probably even have a genuine difference. The problem is that the market can't see enough of it.
AND ONE OR MORE OF THESE IS HAPPENING
- Your company has changed faster than the positioning.
- Sales has created its own language because the official messaging doesn't help.
- Your website sounds more generic than the company actually is.
- You produce a lot of content but own very few ideas.
- Your executives have expertise the market rarely sees.
BRIAN TOMLINSON · HAMBURG06 / ABOUT BRIAN
I've spent more than 20 years watching good ideas get buried inside companies.
Twenty years across sales, communications and content — in that order. Twelve years selling at Hapag-Lloyd. Digital communications at Engel & Völkers. Head of Content Marketing at Staffbase, a B2B software company above €100 million in revenue.
I've sat in the seat that has to explain the company for a living. That's the part most people selling you this have never done.
Close enough to understand the business. Far enough away to see what you've stopped noticing.More about Brian
You probably already have the answer. It just isn't written down yet.
Let's find it. Name it. And make it travel.
No pitch deck required. We can start with the problem.