Chimpy

Advising Chimpy’s Head of Marketing on building and operationalizing a B2B content strategy. We defined customer personas, content pillars and formats, and quarterly campaign structures to generate demand with retail partners and align marketing with sales.

B2B Content Strategy Advisor

The Workflow

The Workflow is a bi-weekly newsletter by Sara Lattanzio & Diandra Escobar that breaks down one expert-tested AI and automation workflow in every issue. We show you exactly how it’s built, what works, and what doesn’t, so you walk away with fresh ideas you can actually implement. No “replace your marketing team with 40 agents.” No “10 AI tools that will change your life.” Just proven, actionable strategies for marketing, growth, and GTM — powered by AI.

📩 Subscribe to get battle-tested AI & automation recipes that ship results, not just vibes.
https://www.theworkflow.digital/subscribe

Chief Strategy Officer & Co-Founder

Want to work with someone who’s been living and breathing B2B marketing in all its shapes and forms for the past decade? Here’s how we could make it happen:

1️⃣ Fractional Head of Marketing / Advisor
I work with B2B SaaS and service companies as a fractional Head of Marketing or advisor helping them sharpen positioning, design content-led GTM strategies, and build high-performing marketing engines. From startups to corporates, I bring over a decade of experience driving measurable growth.

2️⃣ LinkedIn Thought Leadership & Brand Partnerships
With 50,000+ engaged followers on LinkedIn and my newsletter The Workflow, I collaborate with MarTech and AI brands targeting GTM teams through authentic partnerships. This includes sponsored LinkedIn posts, newsletter features, and brand collaborations designed to connect with decision-makers in marketing and sales. Past partnerships include Semrush, Wix, Tofu, Bynder, Goldcast, Air, and many more.

3️⃣ Speaking Engagements & Workshops
I speak at conferences (e.g. Semrush's Spotlight conference), guest on podcasts (e.g. Exit Five, CXL, Everyone hates marketers), and lead workshops on B2B content strategy and growth, B2B marketing leadership, and personal branding. I love bringing fresh, actionable perspectives to teams and audiences translating complex marketing challenges into clear, practical strategies.

📩 Interested in discussing rates or a potential project?
Reach me at lattanzio.sara@gmail.com or send me a DM here on LinkedIn.

B2B Marketing Advisor & Fractional Leader | Content Strategist & Creator

Semrush

Creating content about different tools and features of the Semrush platform, including educational walkthroughs and product marketing content.
In addition, I beta-test new features, provide feedback, and support product launches for an outstanding brand that's shaping the future of content marketing.

Brand Ambassador | Advisor

Tofu

Creating educational and product marketing content across countless product use cases for TOFU, a new all-in-one, AI-driven marketing platform that enables marketers to launch campaigns 8X faster.

Bold claim, but it's definitely true. Among many other features like content creation and repurposing, TOFU's personalization-at-scale capabilities for both sales and marketing teams are second to none.

Stryber

On a mission to build a top-tier marketing function from the ground up at Stryber, a professional services company that helps established businesses identify, validate, and execute new growth opportunities.

⦿ In charge of all strategic and operational marketing initiatives to drive company growth
⦿ Leading a high-performing in-house and fractional marketing team
⦿ Member of the executive leadership team, contributing to overall business strategy and growth
⦿ Successfully repositioned the company in collaboration with the CEO
⦿ Driving content strategy, lead generation, and demand generation programs across EU and UAE markets with an ABM go-to-market approach
⦿ Achieved 3x increase in website traffic, 4x growth in LinkedIn organic reach, and consistent delivery of qualified, marketing-sourced leads
⦿ Implemented AI-powered marketing and content tools to streamline workflows and improve efficiency

Head of Marketing | Member of Executive Board

Wix Studio

As part of their expert product advisory board I support the Wix Studio team on product development and GTM strategy.

Advisory Board Member

Goldcast

I test new product features and create engaging educational and product marketing content for Goldcast — a video platform that helps B2B marketing teams easily produce, repurpose, and distribute video content. Finally a tool that makes it possible for even small teams to scale video content in an era where, without it, you basically don’t exist.

Bold claim, but it's definitely true. Among many other features like content creation and repurposing, TOFU's personalization-at-scale capabilities for both sales and marketing teams are second to none.

Brand Ambassador

Brand24

Creating content for this powerful social media monitoring and analytics tool which helps businesses strengthen their online presence, manage their reputation, and track the competition. 
With Brand24, users can monitor brand mentions, track hashtags, and analyze real-time sentiment across social media, news sites, blogs, and forums.

Creating content for this new challenger brand that invented the concept of "Creative Ops." 
The Air platform automates the mindless tasks that creatives and marketers do daily to manage content and unlocks creativity through image recognition, automated versioning, and approval workflows.

B2B marketer with a content DNA | Sr. Marketing manager @Adnovum | Content creator at 💖

I’ve spent the last 10+ years living and breathing B2B marketing across startups and corporates—shaping narratives, driving demand, and building marketing engines that scale. Along the way, I’ve been named a LinkedIn Top Voice, recognized as one of Switzerland’s top 20 LinkedIn influencers, and built a community of 50,000+ B2B marketers and founders who follow my practical takes on content, growth, and leadership.

Some highlights from my career so far:

✅ Content-led growth: 3× increase in website traffic, 4× growth in social reach in just 7 months
✅ Online events: Launched LinkedIn Live at scale, generating 300+ qualified leads in a single event
✅ Social media impact: a single LinkedIn post drove 13 demo requests
✅ Thought leadership: grew LinkedIn audience to 50K, Top Voice recognition among global CEOs and entrepreneurs
✅ Influencer collaboration: secured 4 top-tier media placements + an event keynote through one campaign
✅ SEO execution: doubled daily organic traffic in 6 months and generated a six-figure pipeline for cybersecurity solutions
✅ Leadership: built and scaled two marketing departments, coached teams, and supported C-suite executives on positioning, branding, and communication

After four consecutive marketing and leadership roles, I’m now focused on my newsletter, The Workflow, select brand partnerships with MarTech and AI companies, and consulting B2B firms on organic growth, positioning strategy, and demand generation.

I’m also open to fractional Head of Marketing roles and to the right full-time opportunity where I can bring my experience in content-led GTM and growth to make an impact.

📩 Want to work together? Reach me at lattanzio.sara@gmail.com
 or send me a DM here on LinkedIn.

🤯 We're heading towards 900 subscribers on our brand-new Substack.

On social media, people love to show the end result and skip the messy middle. 
You know I don’t do that. So here’s the real story.

We launched The Workflow, our newsletter that breaks down battle-tested AI and automation workflows for marketers and GTM people, a little over a month ago.

Here’s why I think it's going so well:

🧭 Strategic foundation

The world didn’t need another “AI newsletter.” It needed clarity, something that makes AI feel approachable and practical, not scary or inflated. That’s what we built. I focus on strategy and writing, Diandra leads content creation and distribution. Match made in heaven.

🎨 Visual identity that stands out

Diandra’s creative team at her content agency Distinctiva gave us a head start that most creators only reach after years. The design, logo, and visuals make The Workflow instantly recognizable. It’s not just design, it’s visual storytelling. [Thanks Angelina, Salomé and everyone working hard on this!]

⚙️ Systems for everything

We're building The Workflow like a product. Kanban boards for every task, early "user" feedback, clear roadmap, deadlines, processes. No reinventing. No improvising.

🚀 Smart launch, small circle first

Our first guests were people we knew personally. They gave honest feedback and helped us refine the format and tone. Those early interviews were crucial for confidence and consistency (and also to slap us on the fingers).

🔁 Repurposing is the way

Every newsletter breakdown (with guests or solo) is a content engine. One issue becomes a newsletter, posts, video, and more. 
Five assets minimum and probably more in the future. I could not be happier to be off the post-by-post threadmill.

🌱 Growth loops everywhere

We launched a LinkedIn company page and started posting on Substack notes. Without extra work, we’ve grown the page to ~250 followers, created cross-promotion loops, and started getting recommended in “must-follow” newsletter threads within two week from the launch.

📈 Years of creating content

The two of us have over 82K+ LinkedIn followers. I’ve spent >4 years posting weekly and over a decade in marketing. This isn’t a one-hit wonder, it’s years of groundwork finally compounding.

Diandra and I stand for honesty in a world that's becoming AI-hype first.
We’ll keep building in public and sharing the real work behind the wins.
If it looks effortless online, it probably isn’t.

Follow our journey. This is just the start. ❤️
https://lnkd.in/d5vn4-3Y

Sara Stella Lattanzio

I'm a B2B marketer with 7+ years of experience in the tech, consulting and SaaS space. 
I've developed revenue-generating content strategies, built brand and product messaging from scratch, led teams and have grown social accounts to thousands of followers.

Currently I work both in-house and as a freelance content marketing advisor - helping B2B & SaaS grow their business with strategic content execution.

𝗜 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝘄𝗶𝘁𝗵:
⦿ Setting content goals, KPIs and aligning them with your overall business strategy
⦿ Identifying your target audience and creating content that speaks to them
⦿ LinkedIn & content training and workshops with your team and executives
⦿ Defining content channels, formats and an action plan for each channel
⦿ Building your content plan, content processes and content execution


𝗪𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗲𝘅𝗽𝗲𝗰𝘁 𝗳𝗿𝗼𝗺 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗺𝗲:
⦿ Your team will be able to create better content, faster
⦿ A repeatable system to fill your editorial calendar, consistently
⦿ Your content will support your business growth, not work against it
⦿ Processes to create expert B2B content and to distribute it on the right channels
⦿ An increase in traffic, awareness, conversions or any other KPI we define together

𝗦𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝗮 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗰𝗮𝗹𝗹 𝗵𝗲𝗿𝗲 👉🏻 https://cal.com/saralattanzio/discovery

B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

Fast forward to what life will be like by end of next year.


Or by end of next week? 🫣


-

h/t theharrisalterman on Tiktok

5 foolproof steps to defend your brand budget against the “if we can't measure it now it doesn't exist” crowd

Step 1️⃣: Get a CEO / founder / manager who actually believes in brand building.
❌ Don’t know where to find one?
✅ Try AI. I hear it generates everything these days.

Step 2️⃣: Use the investment analogy.
🔥 Yes, we could blow the whole budget on short-term wins.
💰 But just like responsible adults put money aside for long-term investments, we need to set a fixed % (say 30%, depending on maturity) for brand building.

If that doesn’t work…

Step 3️⃣: Hit them with the 95:5 rule and a tornado of screenshots from 2022 Chris Walker posts.
💸 95% of your market isn’t buying right now. But they will.
Who do they remember when they’re ready?
The brand that showed up consistently, not the one that ran two retargeting ads last quarter.

If that doesn’t work…

Step 4️⃣: Ask them why they think of Coca-Cola when they hear “cola.”
Why not the random knockoff sitting next to it at the supermarket?
Exactly.

If that doesn’t work…

Step 5️⃣: Ride the AI hype train.
SEO and backlinks are dead. Now it's all about mentions, citations and showing up in Reddit threads and the likes. That guy on LinkedIn said it's the year of brand.

If that doesn’t work…

🤡 Accept that it’s not about the quality of your arguments.
It’s about the reality you’re dealing with.
Act accordingly.

THE END.

With 50+ touchpoints in a B2B buyer journey, you need to be persistent.
[That doesn’t mean pitch-slapping prospects on LinkedIn, though.]

In complex enterprise deals, timing is rarely linear.
Budgets shift. Teams change. Priorities move.
A “no” often just means “not now.”
Among the best AI use cases, one stands out: helping you reignite attention when deals go silent.

Here are two crazy-good AI-powered ABM plays (courtesy of Elaine Zelby and the Tofu team) 

🔥 Webinar follow-up – Leverages post-event curiosity with tailored content and smart human touchpoints.

🤝 Lost deal re-engagement – Restarts conversations with lost deals at the right time, with something meaningful to say.

Full breakdown in the Sarousel.

👉 Get 25 more AI-powered ABM plays ready to launch tomorrow: 
https://lnkd.in/gcSDitkn 

—
#TofuPartner

🔥 Grab these 2 AI ABM playbooks to close those deals 🔥

Brand partnership • B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

🤬 Most people think I’m anti-AI, but it isn't true. 
I’m anti-“take whatever the model spits out and pollute the internet.”

Instead of using AI to free up time and produce better content, most people are flooding our feeds with AI slop.

Even Grant Hushek, who automates half his and his clients’ lives, agrees.

🧠 You can’t outsource thought leadership, but you can build a system that captures your knowledge and kills blank-page panic.

That's what he did.

His workflow digs through his meeting transcripts, picks the most insightful bits, and turns them into content that sounds just like him.

⏱️ Post drafts went from 30 min → 3–5 min without any AI slop sneaking in.

Diandra & I are breaking down his full playbook in the new issue of The Workflow on Thursday.

Subscribe now to get it 👉 https://lnkd.in/d5vn4-3Y

🤖 Turn your knowledge into content with AI 🤖

If traffic is declining and backlinks barely matter for AI visibility, what should you actually track?

🗣️ Mentions = how often you show up in AI answers (visibility)
🔗 Citations = how often AI links back to your site (authority)

Together, they tell you if AI sees you, trusts you, or ignores you.
And the best part: you can benchmark all of this in <5 minutes with an online visibility tool like Semrush One 👉 https://bit.ly/4o00jZG

Follow these steps, and you will already understand your AI visibility better than 90% of your competitors.

-
#Brandpartnership

🔥 Check your AI visibility in 5 min with this tutorial 🔥

Who’s winning AI search and how the heck are these brands doing it?


I thought I’d read enough about the topic, but this report by Semrush gave me real food for thought (and I’m sure it’ll do the same for you).

🔹 Organic SEO ≠ AI visibility
Ranking high on Google doesn’t guarantee visibility in AI search.
Structured data, transparent pricing, and third-party validation matter more.

🔹 Mentions ≠ Sources
Being trusted as a source doesn’t mean you’re visible.
Mentions drive awareness; citations build authority.

🔹 UGC and reviews are the new currency
AI models now rely more on community chatter, forums, and reviews than on backlinks.

🔹 The brand effect is real
Iconic brands like Patagonia top AI rankings through strategic niche positioning.

🔹 AI doesn’t treat every industry the same
The rules shift depending on what users care about, how competitive the market is, and where AI models find their data.

Absolute must-read if you want to understand how AI visibility *really* works.
Grab it here 👉  http://bit.ly/4pbrxyi

#SemrushPartner

👀 AI visibility in 2025, decoded 👀

This is what I truly ❤️ about AI.

It made things possible for people who never thought they could do them.

📊 Like data analysis.
Even if you’re scared of numbers, hate Excel formulas, or have never taken a stats course, you can now literally “chat with your data.”

Upload a simple dataset, ask tough questions, and start seeing patterns that were invisible before.

Here, I used Julius AI to analyze blog performance not just by traffic or conversions, but by the relationships between metrics to understand what really drives results.


🔍 Curious what your blog metrics look like in context? 
Start chatting with your data for free: https://bit.ly/4nX4Mwr

#JuliusPartner

Julius AI

🔎 Analyze blog data with scientific precision 🔎

When did pretending we all know everything become cool?

Especially in AI, where everyone is testing, guessing, iterating, breaking stuff, fixing it, and learning in real time.

Our last guest on The Workflow said: “I love the curiosity you two brought to the interview.” Maybe it was Usman Akram, maybe not. 👀 

This is how Diandra Escobar and I approach this newsletter:

Picture us like two 1950s housewives trying to debug a rogue toaster with a suspicious manual and way too much confidence, fully committed to figuring it out anyway.

We’re not here to hype AI or ignore it, but to stay in the messy middle and figure out what’s real, what works, what breaks, and what’s actually worth sharing.

If you want to avoid your family this Thanksgiving weekend, it’s a perfect time to catch up on past issues instead of doomscrolling TikTok.

📚 The Marketing Report Workflow by me, myself & I
→ https://lnkd.in/dwXAEe2G

🧮 The Lead Scoring Workflow by Vukasin Vukosavljevic
→ https://lnkd.in/dHGCrWBc

🏅 The Brand Positioning Workflow by Clay Ostrom
→ https://lnkd.in/dHiqYTaJ

📝 The BOFU Article Workflow by Lashay Lewis
→ https://lnkd.in/dNdmw-r7

Next week, we’re breaking down a LinkedIn workflow you don’t want to miss.

Subscribe here: https://lnkd.in/d5vn4-3Y

As you all know, it’s pretty rare to leave me speechless… but this one did. 
In about 40 minutes I: 

✅ Analyzed 200 survey responses with full statistical breakdowns, charts, key insights

✅ Built an automation that re-runs the entire multi-step analysis anytime I upload a new dataset, with ONE click 

For someone who used to fail at anything involving numbers and formulas… this feels surreal. 

Here’s how it works: 

1️⃣ Upload your survey dataset to Julius AI
I used a CSV with responses from 200 marketers, covering job stability, employment status, industry, seniority, primary concerns, and other demographic data. 

2️⃣ Chat with your data. Ask questions or let Julius suggest smart analyses.

3️⃣ Visualize the patterns and let AI explain to you key insights like you’re five. 

4️⃣ Once you're happy with your analysis, you can create a "notebook" which is basically a workflow you can use to rerun the whole analysis on new data in seconds. 

Steal the notebook I created here → https://lnkd.in/dsYVxD3J

Try Julius for any other data analysis use case → https://bit.ly/4nX4Mwr

5 honest reasons I started The Workflow with Diandra:

✅ To finally own an email list
✅ To become a human meme
✅ To trash-talk social media AI FOMO [guilt-free]
✅ To peek inside the brains of the smartest people I know
✅ To build my own AI education bank, instead of doomscrolling

Enter: Lashay Lewis a.k.a. the one and only BOFU queen, our guest for our 4th issue dropping in a couple hrs.

Nobody knows how to create high-converting, bottom-of-funnel product content like this woman. 

🔥 And when you pair that skill with AI, the mix gets dangerous.

Readers get Lashay's BOFU strategy [prompts and content brief template included] at 4:30 PM CEST. 

In case you want to join them 👉 https://lnkd.in/dWu9QR73

A MUST for anyone in SEO, product marketing, or just someone with good taste (totally unbiased opinion).

Affirmations:
✨ I am rich. I am sexy. I am healthy. ✨ 
Ice bath. 
Beat that!

Just another day on your LinkedIn feed.

-
h/t ellena.goes.viral on TikTok

Seriously, what's the point of brand positioning based on gut feeling?

Especially in SaaS, you’re no longer up against two or three rivals. It’s 10 to 15, each chipping away at your market share.

Yeah... I would not wing this.

This is the Brand Positioning Workflow we broke down in the latest issue of The Workflow (courtesy of Clay Ostrom).

Here’s the process you should follow 👇

1️⃣ Define your foundation
Who you serve, where you play, and what value you deliver.

2️⃣ Map your category
Find out who else plays in your space and how they frame themselves.

3️⃣ Score your brand
Quantify value, differentiation, and category fit to see where you really stand.

4️⃣ Find your edge
Identify the strengths that actually win customers, not just sound nice on slides.

5️⃣ Turn it into words
Craft messaging that’s backed by evidence, not wishful thinking.

It’s simple, fast, and works with any LLM under the sun → ChatGPT, Claude, Perplexity, Gemini or whatever you prefer.

Grab every prompt you need to run this workflow yourself, start to finish.
👉  https://lnkd.in/dHiqYTaJ

Founder Map & Fire 🔥 // SmokeLadder.com | Research + Positioning + Messaging | Contributor at Foundr Magazine

Today’s issue of The Workflow has one big perk and one BIG problem.

⭐ The big perk: My friend Clay Ostrom, founder of brand strategy agency Map & Fire, built an AI workflow that finally makes brand positioning measurable. 

It helps you score your competitors, find your differentiators, and turn all that fuzzy “gut feel” into something you can actually act on (and finally discuss with your leadership and CFO while being taken seriously 🤡 ).

🫠 The BIG problem: Clay is way too honest to be a marketer.

This guy flat-out refused to say his workflow (or AI in general) will solve all your problems. I tried hard to push him in the right direction during the interview, but there was just no way to bribe his candidness.

So, like in all our issues, you’ll get nothing but brutal honesty about what works and what doesn’t.

The Brand Positioning Workflow is incredibly simple, ridiculously effective, and you can rebuild it from scratch using nothing more than your LLM of choice (and your brain).

Subscribe now to get the issue in your inbox in 1hr: https://lnkd.in/d5vn4-3Y

Map & Fire

I believe in AI.


I also believe in mirrors.
¯\_(ツ)_/¯



Anyone else seeing this trend?

h/t The Onion

"You just have to prompt harder".


h/t nicelyself on TikTok

Sr. B2B Marketing with PMM core @ Dapper | Research-driven GTM, full-funnel campaigns, blending strategy, performance, content and product marketing | Partner Marketing Guide soon

Ever said yes to a job before realizing what you actually signed up for?
 Aham. Same. 
At least twice, if not more.

One time I really messed up by not asking all the questions and not keeping at it despite the red flags. One month later we were parting ways. Wasted time. Wasted effort. And most importantly wasted nerves and sacrificed peace of mind.


So Sara's note made me laugh and cry a bit on the inside at the same time:
 Properly interview the company, BEFORE saying yes.

Ask:
+ Why does this role exist now?
+ What’s worked and what hasn’t in marketing here?
+ What resources do I really get? (Budget, tools, people, or just good vibes?)

Most of us walk into new roles thinking we’re going to change everything.
 But you can’t build anything solid if you don’t know where you're at.

What’s one question you wish you’d asked before saying yes?

For me it's: "What's expected from this marketing role in this company?"

I asked a question and got a Wikipedia entry in return.

"I didn't have time to write a short letter, so I let ChatGPT write a long one instead."

h/t Tim Metz

Thank you Tanja for being both a reader and a legend 🔥 💙

These are the comments that remind us why we do this:

"Finally a space where I don't feel overwhelmed but supported through all the possibilities with AI in marketing." — Tanja Dujic, Content Expert at Swisscom 

We didn't start The Workflow to add more noise to your inbox.

We started it because we were tired of AI content that either:

Hyped tools you'll never use
Made simple concepts sound complicated
Left you more confused than when you started

The Workflow is different.

Every two weeks, one practitioner shares one battle-tested marketing workflow. 

Not theory. Not "what could work." 
What actually works in their day-to-day. 

No fluff. No hype. Just real systems from real people getting real results.

If you've been feeling the AI overwhelm too, you're not alone. 

And you're exactly who we built this for.

Thank you Lashay for sharing your secret sauce with us and for the incredible feedback 🥹 

👉  https://lnkd.in/dNdmw-r7

Bottom-of-funnel Content for Growth-Stage B2B SaaS | Content Strategy Vibe Marketer⚡️| Founder @ BOFU.ai

My edition on The Workflow is officially live! 

I breakdown my entire process:
- Collecting customer and product info 
- How I do keyword research 
- The elements I extract for content production 

And more! 

A special thank you to Sara and Diandra for putting this together. They explain my business better than me. 

You can check it out here:

 https://lnkd.in/ecYCTByF

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