Hey and welcome to this edition,
Today I want to talk about one of my favorite topics:
Why is it one of my favorites? Because I love building systems and I created a solid one for my agency. It helped us to add $1M of ARR in 12 months.
I’ll especially talk about 3 topics:
Work on the system, and the system will work for you
Great content for brand authority and pertinent outreach for sales
What role can AI play in this growth system?
🎉 I'm introducing our new offer!
Over 60 days, we’ll install the exact same system we used to add $1M ARR in 12 months. At the end of the sprint, you own the system and we train you to operate it, or we plug an operator to handle it for you.
Learn more about the GTM Sprint
The difference between a solid marketer and a junior one is that the latest focuses on individual tasks one by one. But the real power of marketing happens when you build an interconnected system that connects plays together.
That’s the difference between random acts and a system:
Doing random acts of marketing instead of having a system leads to 3 problems:
Problem 1: Your customer data lives in silos. You don’t know what performed or what customers are interested to buy now, you have to do archeology.
Problem 2: Nothing moves unless someone pushes it. The pipeline only moves when a human is motivated.
Problem 3: You can’t answer the money questions. You don’t have a clear view of your cost to acquire a lead or acquire a customer.
Notice how these 3 problems feed each other: siloed data creates manual work, and manual work makes the money questions impossible to answer.
How much does it cost to book one qualified call?
How much does it cost to acquire one customer? (CAC)
What is the sales cycle length? And the closing rate? Per segment?
A B2B growth engine is an interconnected system that turns your expertise into pipeline, on repeat, without depending on one person pushing every day.
At ContentPath, we’ve installed over 40 GTM and content systems. I’ve identified 3 rules to create a growth system that works for you.
Rule 1: You first work IN the system, and then work ON the system.
Rule 2: Your system needs to have knowledge (and that’s where AI comes in).
Rule 3: Your system has to follow best practices and focus on what matters.
Regarding rule 3, I love this quote from an interview with Elon Musk on the tarmac of a SpaceX rocket: “The most common error of a smart engineer is to optimize something that shouldn’t exist.”
The truth is that I see A LOT of founders adding complex funnel steps, tools, or hacks that shouldn’t exist in the first place.
I’m here to help you build the features that matter.
Each part is connected to the other to create an holistic growth engine.
My rule of thumb: always stay pertinent along the whole process.
Don’t fall into the false debate of inbound vs outbound. That’s a false debate that only leads to reduced performance and higher customer acquisition cost. And if you follow me for some time now, you know my pragmatic approach to marketing: do more of what works.
So if I had to answer the question “how to grow a B2B business in 2026?”, I’d say: build an engine that allows your to ship content and warm outreach to feed your funnels and offers.
I started posting content in January 2022 and never stopped since then. My content engine has fueled 3 companies so far (one agency sold in 2023, one course business, and one new business launched in 2025). Over 4 years, this engine generated over 60,000,000 impressions.
Could I have done it without a proper content engine? Absolutely not!
When it comes to content, here’s what a system allows you to do:
Publish consistently without depending on daily motivation or inspiration
Never start from a blank page (ideas come from your knowledge center, not your mood)
Know exactly which topics and formats perform, so you double down on winners
Turn one winning insight into 15 assets across channels with repurposing
I started doing warm outreach in March 2022 and never stopped since then. It allowed me to convert the impressions, likes, profile visits into real deals. I’ve created a complete content-to-revenue model based on 4 years of iteration.
When it comes to warm outreach, here’s what a system allows you to do:
Identify the warmest prospect to contact (to increase your chance of success)
Collect intent signals to inform your strategy and trigger workflows
Draft personalised sequences automatically based on intent type and prospects information
Follow up at the right time with the right information, on the right topic (instead of “just bumping this up”)
Spoiler: the back end and execution layer, but not the creative engine
I remember in 2023, most marketers jumped on AI to automate the ‘creativity’ layer of marketing. This created a huge flood of commodity content online (blogs, videos, social posts, comments).
But the real impactful use case is on the research, data and back end operations tasks where AI saves marketers hundreds of hours.
(If you work with us during the 60-day Sprint, we’ll build this for you.)
→ Role 1: Build a knowledge center that becomes the brain of the company
Why: AI is only as good as what it knows about your business. So we store your unique insights in one searchable database: call transcripts, frameworks, customer questions, and past content that performed.
Results: For one client, we turned their calls and docs into a 20+ document knowledge center. Every post, email, and landing page now pulls from THEIR expertise. That’s the difference between AI slop and content only you could write.
→ Role 2: Collect engagement, score ICP-fit leads, prioritize based on intent
Why: Every post generates hundreds of engagers, and no human can review them all. AI collects them, scores them against your ICP, and ranks them by intent: repeated engagement on one topic beats one random like.
Results: Your team wakes up to a prioritized list of warm leads, with the topic they engaged with as the angle for the DM or email. That’s how content engagement turns into discovery calls.
→ Role 3: Work on content ideation and repurposing based on the knowledge center
Why: Ideation, not creation. AI removes the blank page: it mines your knowledge center for ideas mapped to your pillars, then repurposes one winning insight into a LinkedIn post → newsletter section → carousel → short video.
Results: One insight becomes 4-5 assets, and you stay the creative director. That’s how I’ve posted daily since January 2022 without burning out.
Most founders spend 12 months duct-taping tools and tactics that never connect. We compress that into 60 days: offer, content, knowledge center, and warm outbound installed as one system. It’s the exact engine we used to add $1M ARR in 12 months. At the end, you own it, and we train you to operate it (or plug in an operator for you).
➡️ Watch this video to learn everything about our system
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