Let's fix that. I interview your product experts, capture the knowledge that's only in their heads, and package it into a comprehensive source of truth your GTM team and AI tools can use. Done for you in 2–3 weeks.
Minimal lift from your team. First drafts 5 business days after the interview.
"It's so detailed and comprehensive. I'm really impressed."
Emily Males, Senior Digital Marketing Specialist
If you market a complex, technical B2B product, chances are the deepest knowledge about how it actually works, who buys it, and why deals stall lives with a few experts. Your founder. A senior PM. A sales engineer.
Marketing knows the product reasonably well, but you are not the experts, and anything that needs real depth routes back through the same few calendars.
You've tried using AI to move faster, but it hasn't worked. Generic copy. Shallow strategy. Messaging no one on your team would actually use. Publish it anyway, and Sales fact-checks it, or a technical buyer reads it and quietly writes you off.
There's a deeper risk, too. The people who hold this knowledge built it over 5, 10, sometimes 20 years. When they leave, most of it goes with them. The slow weeks are the visible cost. The bigger one is that your marketing foundation is one resignation away from walking out the door.
"On the marketing side, we know the product, but we're not the product experts. Having that knowledge quick and accessible, and knowing it's already been approved and comes straight from the experts, is really nice."
Emily Males, Senior Digital Marketing SpecialistEveryone from trusted marketing voices like Matt Heinz and Kaylee Edmondson, to AI labs and SaaS CEOs, has been saying the same thing: context is the real advantage.
"AI needs structured context to do anything useful. And it's genuinely bad at building that structure itself. It will happily improvise one for you, confidently, and it will be subtly wrong in ways you might not catch until your boss or customer does."
Matt HeinzHeinz Marketing, CMO Coffee TalkSource ↗"Claude is only as useful as what you tell it. Out of the box, it's a generalist. But if you spend time upfront loading your context, it becomes something closer to a second brain."
Kaylee EdmondsonDemand Loops · ex-Chili Piper, Refine LabsSource ↗"As AI models become widely available, context becomes the real advantage. The companies that win will not be the ones using the newest model; they will be the ones that can give AI the clearest, most useful picture of how their business actually works."
Ravi Kumar S.CEO of Cognizant in HBR articleSource ↗"The secret to building truly effective AI agents has less to do with the complexity of the code you write, and everything to do with the quality of the context you provide."
Philipp SchmidGoogle DeepMindSource ↗"Context is king."
Alex LiebermanCo-founder, Morning BrewSource ↗The best marketers aren't just writing better prompts. They're building a source of truth, a "marketing brain," that teaches AI what the company sells, who it sells to, what buyers care about, how they talk, and how the brand should sound. The problem? Knowing you need a context layer is not the same as building one.
Everything is built from interviews with your experts and the materials you already have: RFP responses, implementation guides, messaging docs, demo recordings, sales call transcripts. Anything I can't confirm gets flagged for you, never guessed.
Product Brief. What the product does, who it serves, the problems it solves, how it works, features, proof, differentiation, integrations, implementation, and a glossary.
Approved Claims Guardrail. Exactly what your team can say, what needs a qualifier, what needs proof, and what to avoid, each tied to a source, so nobody has to guess what's safe.
Buyer Persona Profile. A deep profile of your primary buyer: their goals, pains, how they buy, the words they use, plus an AI instruction block so your tools write for that buyer in their own language.
Stakeholder Messaging Guide. Messaging lenses for the rest of the buying committee, so you can speak to each person weighing in on the deal.
Use-Case Message Map. Your priority go-to-market use cases, each connecting a buyer pain to a capability, a message angle, and the claims to use or avoid.
Activation Guide. A short playbook for putting the kit to work in week one: where to load the files, starter prompts, and simple do/don't rules.
Maintenance Guide. How and when to update the kit as the product changes, so your source of truth stays current.
One source of truth
A polished version your team can read. Formatted as a Google or Word doc, ready to share, skim, and onboard new hires and agencies from.
An AI-ready markdown file. Drop it straight into Claude, ChatGPT, Copilot, or any AI tool. The same content, structured so machines can use it.
Both audiences covered, so your people and your tools never work from different versions.
Product pages, campaigns, and thought leadership that reflect how your product works. First drafts you edit, not completely rewrite.
Talk tracks, objection handling, discovery questions, and battlecards grounded in real product knowledge, so Sales gets output they'd actually send.
Your site, decks, onboarding, and AI tools all tell the same story, no matter who's writing.
Emails, ads, and enablement tailored to each buyer, because your tools finally know the difference between what a decision-maker cares about and what an end user needs to hear.
You stop re-explaining your product and buyers in every new chat and every new hire's first week. Build the foundation once, instead of starting from zero every time.
Fair. You've been burned by "resources" nobody opens twice, or spent hours on decks no one looks at again. I've been there!
So don't just take my word on the depth. I built a sample kit for a fictional company called Axonos so you can see exactly what you'd get.
These are the 5 core deliverables included in every kit. Each one shows the format, depth, and sourcing you can expect in your AI Context Kit™.
Open the full Axonos sample kit below. It's ready to read now — no need to wait on your inbox.
Open the sample kit →Done for you in 2–3 weeks, with about one day of your team's time spread across the project.
After you book, I send you a short intake survey (5–10 min), a link to schedule your expert interview, and a folder to share existing materials.
I review your survey and materials, then build a custom interview guide to capture what your documents don't: the workflows, edge cases, competitive nuance, and buyer reality only your expert knows.
60–90 minutes with your expert (sometimes two). This is the most critical part, the step generic tools and DIY templates skip, and it's why the output sounds like someone who actually knows your product.
I build all 5 deliverables, sourcing every claim back to where it came from. Anything I can't confirm gets consolidated and flagged for your review, never filled in with a guess. Drafts delivered 5 days after the interview.
After your review, I reconcile your feedback and deliver your final kit in two formats: markdown files ready for any AI tool and formatted docs for the humans on your team. Plus an Activation Guide and a Maintenance Guide.
In under 3 weeks, you'll have everything you need to build and maintain an intelligence layer your whole GTM team works from, not a file that gets opened once.
"With our busy schedules, it can be hard to get product experts in a room for these in-depth conversations. The structured interview pulled far more out of that time than we'd get on a normal call. You dig deeper and capture the anecdotes and angles that wouldn't normally make it into documentation."
Emily Males
Pay before we start. First drafts 5 business days after the interview. Full kit delivered in under 3 weeks.
Not sure yet? Schedule a short discovery call →
About one day total, spread across the project, and most of that is the interview and review. Here's what you can expect:
Someone who knows how the product actually works in real customer environments and how buyers actually decide. Usually a product manager, solutions engineer, senior sales engineer, or technical founder. Sometimes one expert interview is enough, other times it's two. Either way, I'm after candid, technical depth (not a polished demo).
Point me to the high-signal materials you already have that are accurate, current, and supplement what your experts will share. For product context, that's things like implementation or user guides, datasheets, RFP responses, a demo recording. For buyer context it might be existing personas, messaging docs, and a few of your best sales call transcripts.
Focus on quality over volume here; a handful of strong examples is better than a big folder of everything. And if you don't have much, that's fine too. The interview is built to fill the gaps.
Yes, and the interview is exactly how I get there. I go deep on how your product actually works: the workflows, the edge cases, the details that never made it into your docs, and where it wins against the alternatives your buyers are weighing. Everything is built from what your expert says and the materials you share, with every claim sourced back. Anything I can't confirm gets flagged for you, never guessed.
Still skeptical? Read the sample kit and judge the depth for yourself.
I treat everything you share as confidential, and I'm glad to work under your NDA. You share materials however you prefer, through your own folder or a private Google Drive folder I set up, and I use them only to build your kit. You review every deliverable before we finalize, so you control what makes it into the final versions. And if you'd like your source materials deleted when the project wraps, just say so.
Have specific requirements? Schedule a discovery call and we can talk them through.
No. I run the interview, decide what matters and what to leave out, and build the deliverables using judgment you can't automate. AI helps me move faster, but every claim is sourced, and every draft is reviewed twice, by me and by you. You're paying for the method and the judgment, not raw AI output.
All of them. Everything ships as structured markdown you can load as project context into Claude, ChatGPT, Gemini, Copilot, Jasper, AirOps, or any other LLM or AI marketing tool. Every kit comes with an Activation Guide for setup and use. Most teams start by creating a Claude Project or custom GPT with the kit files and see the difference on the first prompt.
Your first product is $3,500, and each additional product is 10% off. Each product needs its own expert interview, because the knowledge base has to be specific to that product to be useful. I'd start with one, your most complex or most neglected, and add more when you're ready.
Hi, I'm Heather Rold. I've spent more than 15 years in B2B marketing for companies with complex, technical products, the kind with a long sales cycle, a large buying committee, and a product you can't explain in a tagline.
Here's the pattern I kept living: marketing knows the product reasonably well, but we're not the product experts. The real depth sits with a few people, and we route everything through them. It slows everyone down, and when those people leave, the knowledge leaves too.
In 2023, I left in-house and started my consultancy, Heather Rold Marketing, where I help complex B2B teams with campaign strategy and execution. I began every engagement the same way: an in-depth interview with the product experts, turned into detailed documentation on their product, buyers, and messaging. I used those documents to build a "marketing brain" for my AI tools, and the work came out sharper and needed fewer edits.
It worked the same way on every engagement, and I realized the same process could help other companies facing the same problem. So I productized it. With AI Context Kit™, you get the benefit of the hundreds of hours I've spent refining this exact process. I do the work with minimal lift from your team and hand you the finished kit, done in under 3 weeks.
