Case study: CreateFuture

Turning subject matter experts’ instincts into a lead-gen playbook for scale-up executives

Overview

CreateFuture had an unusual story to tell. They’d scaled 10x themselves, built three unicorns alongside clients including FanDuel, Skyscanner and Multiverse, and developed a proprietary 12-module assessment framework for validating tech strategy at Series B and C. The challenge was turning that accumulated knowledge into something a founder or incoming CTO would actually read — and act on.

🧰 Role: Content strategist, lead interviewer and managing editor with full ownership from knowledge extraction through to go-to-market copy.

The challenge

The knowledge existed inside the heads of senior directors and technical leads who had no time to write. Getting it out required structured interviews, not blank-page requests. The output needed to work as a lead magnet for inbound marketing and a credibility asset for the sales team to attach to proposals.

What I delivered

Knowledge extraction

I hosted recorded roundtable sessions with five senior leaders — including the Industry Director for Consumer Tech, the Technical Lead, the Commercial Lead and the Business Strategy SME. Rather than asking them to write, I ran each session like a panel discussion, using prepared questions to draw out real client anecdotes from engagements including MoneySavingExpert, Simple Online Healthcare and Osprey Flight Solutions.

Drafting and editing

I took Otter.ai transcripts from the roundtables, processed them through NotebookLM and ChatGPT Canvas to distil hours of conversation into structured chapter content, then wove in CreateFuture’s existing EPIC assessment framework alongside external data — including scale-up failure rates from the Tony Blair Institute — to give each chapter commercial credibility.

Stakeholder review

I circulated drafts back to the key contributors for technical accuracy checks before handing finalized copy to the design team to format into the finished PDF.

Go-to-market copy

I wrote the HubSpot landing page copy and LinkedIn paid ad formats used to drive targeted downloads among CTOs, founders and VCs at companies approaching their next funding round.

Outcome

📈 Impact

• Full playbook written from roundtable transcripts to finished PDF
• Five senior SMEs interviewed across recorded roundtable and one-to-one sessions
• Used by the sales team as a credibility asset attached to proposals
• Landing page and LinkedIn ad copy written and deployed via HubSpot