Samantha North

emigre

Human-centric AI automated systems that help B2B service businesses save time, save money, and grow faster.

AI Strategy Advisor

Digital Émigré

Advisor

SamanthaNorth.com

Founder

University of Bath School of Management

Exploring the various drivers of tribal political behaviour on social media, including automated activity, media framing and disinformation.

PhD Candidate

Brandwatch

Content Marketer

GoCardless

Managing content creation and strategy for the UK's leading Direct Debit provider, with clients including the Guardian, Sage, TripAdvisor, the Financial Times and Thomas Cook

Content Manager

Most founders sit in the messy middle: you’ve tried ChatGPT, grabbed a few quick wins…and now everything feels stuck. 

Tools don’t talk to each other, the team isn’t sure when, or why, to use them, and the gap between “interesting experiment” and “a business that runs on AI” just keeps widening.

emigre helps you bridge that gap.

With PhD-level research skills in data science, plus the scars (and wins) of first-hand business experience, emigre partners with founder-led service businesses to future-proof their operations. 

We start by mapping how your work really happens, then designing a tight set of AI moves that clear bottlenecks, multiply your best content, and come with clear ROI numbers that often surprise.

Those same founders say they’re tired of:
• Feeling overwhelmed by half-baked AI experiments with no clear next step
• Watching their teams struggle to choose the right tool for the job
• Wondering how to measure success or where to invest after that first “wow” moment

The AI Transformation Sprint finishes with a simple playbook the team can run, plus a short list of shiny ideas to ignore so you focus only on what moves the needle. 

If you’d like hands-on help, we can also implement and manage the new workflows for you, or you can run with the playbook in-house – it's your call.

Results clients see: 40+ staff hours freed each month, articles and videos repurposed automatically across channels, and capacity that doubles without new hires. 

emigre has worked with brands like BVNK, Brandwatch, GoCardless, Paddle, and ComplyExpress, on SEO, content, and early-stage AI projects – always keeping their voice and standards intact.

Ready to move from random ChatGPT experiments to an AI-first business?

Book a free strategy call here: https://cal.com/emigre-systems/strategy-call

b2b.boutique

Jargon-free marketing support for mid-market CEOs who are tired of 'spend and hope' marketing.

I offer plug-and-play commercial marketing that's built on what your sales team has proven to land deals. It's fast, powerful and effective.

B2B Marketing Leader - Remote/Virtual/In-House

Staples Solutions

Strategic marketing leader across Technology Solutions, Facility Solutions and Branding Solutions.

Built new go-to-market for high-value contract business in partnership with Sales.

Unified sales and marketing targeting and overhauled messaging to drive sales leads.

Built multiple channel customer journey across Retail, E-commerce and B2B.

Portfolio Marketing

InfoTrends

Global remit across channels, vertical markets, hardware, software and services.

Provided C-level clients with options for solving strategic priorities. 

Design and delivery of 6-figure+ actionable customer analysis.

Pragmatic marketing advice grounded in real-world experience. Client results delivered across product planning, go-to-market strategy, channel alignment, value proposition development, messaging and managed services.

Director, Consulting (Industry Analyst / Customer Insight & Marketing Strategy Consulting)

Kyocera Mita Europe B.V.

16 FTEs & Euro970m turnover.

Led EMEA hardware, software, solutions, managed services, channel marketing and localisation groups.  

Overhauled regional positioning. Delivered new go-to-market strategy and EMEA roll-out to reflect changing customer needs.

Restructured central marketing to drive new strategic direction.

Implemented OGSMs to build stronger central/local alignment.

Senior Manager - Product Marketing

Sharp Electronics UK Ltd.

Full marketing mix role across Product Marketing, Channel Marketing, Marcoms and PR.

Marketing Manager

Canon Europe Ltd.

Commercial consultant to European R&D centres from within the Advanced Technology Business Unit.

Market/Business Development Manager

Full marketing mix role with P&L ownership in the Consumer Electronics space.

Product Marketing

Your sales team knows exactly what closes deals. Your marketing uses almost none of it.

This matters because new customers form opinions before talking to sales. So, even when you make the shortlist, you're behind competitors who shaped the initial conversation.

It's a critical shift, and one that too many mid-sized companies are missing. Marketing has quietly become the first sales battle. The companies that see this are pulling ahead. The rest are failing to connect the dots between early positioning and lost deals, eroding margins, and pipeline problems.

I've spent nearly three decades working with complex B2B companies, turning sales intelligence into effective marketing. For example, I built marketing from zero for a new €47M business unit in 30 days. Results came in weeks, using only what the sales team already knew

The commercial leaders I speak with today describe similar challenges:
– Deals taking longer to close
– Losing to weaker competitors
– Bigger rivals winning by default
– Finding new business is getting harder
– Competing on price more than they should
– Feeling like the 'best-kept secret' in their market

The real reason for these challenges is your marketing hasn't effectively influenced the buyer's early research. When that happens, your sales team enters the conversation with your competitors enjoying a head start.

I work exclusively with leaders ready to fix this. 

If you want marketing built from what your sales team has proven to work, not what might, let's talk.

DM here or email: info@b2b.boutique

PS: This method uses the customer intelligence your sales team already has, enhanced by insights enterprises pay six figures for. It's built for mid-market speed with zero disruption to sales.

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Samantha North

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