B2B Content
Operator.
Work you’re
proud of.
Build a memorable brand, communicate clearly, and develop your voice to drive awareness and earn trust in your market.
For B2B founders and lean teams. Run by DUO founder Justin DeMarchi with 9 years across B2B tech in North America and Europe.
Ways to work with DUO
Embedded Content Operator.
A senior B2B operator embedded in your team. Owning the systems that turn ideas into published content.
See how it works →Founder LinkedIn.
Founder voice on LinkedIn at a consistent cadence. Live extraction calls, AI workflows, mixed-media production.
See the system →
The work changes when the angle does. A different light, a different room, a different weight to what mattered yesterday.
I'm Justin. I run DUO,
an independent B2B content practice.
Eight years inside B2B teams across SaaS, IoT, ed-tech, AI, and a few years doing government comms. DUO is the practice I built for lean teams that need consistent content production with senior judgment behind it.
Engagements take one of two shapes. Embedded, where I run your content end-to-end. Or Founder LinkedIn, a productized system for founder voice.
AI sits inside the production layer. The point isn't just to ship faster. It's to ship better, more consistently.
Justin DeMarchi · Toronto
Content is the layer in between.
We create the content that lives between your brand and the people you want to reach, earning trust through useful ideas, thoughtful narratives, and consistency over time.
Not a campaign. Not a pitch. A compounding layer of touchpoints that turns attention into confidence, and confidence into customers.
The materials that matter
Designing for durability in a disposable world.
Read more →
We don’t compete on features. We compete on how our product makes people feel.
Founder, Fintech
“Onboarding felt simple. The team gets it.”
Head of Operations
Good design is good business
Thoughts from our studio on building with clarity.
View in browser →
Thanks for the intro. We’d love to explore what’s possible.
Clarity compounds.
A conversation on focus, product, and saying no.
Read the interview →
Positioning narrative in progress.
Defining the story that connects.
of buyers say content builds more trust than sales outreach.
Source: B2B Buyer Survey 2024
Content is the layer in between.
We help ambitious B2B teams earn attention early, through ideas, clarity, and point of view. Content is not a deliverable. It’s the set of repeated signals that shape perception, build trust, and make future sales possible.
The work you publish today becomes the reason they choose you tomorrow.
Ideas & POV
Original thinking that earns attention and starts the conversation.
Content & Stories
Clear, compelling content that educates, inspires, and builds preference over time.
Signals & Trust
Consistent signals across touchpoints that shape perception and credibility.
Justin helped us position our brand as a trusted authority, providing real value through one of the top-performing channels.
Justin helped strengthen our global presence by clearly communicating differentiators in quality, innovation, and advanced asset intelligence.
Justin has a real talent for brand storytelling. He knows how to craft a narrative that resonates and makes your company stand out.
2021–2026
Writing from inside the work.
The fractional trap, and the quiet way out of it.
Most fractional engagements fail for the same structural reason. It has nothing to do with the work, and everything to do with the meeting on Tuesday.
Why founder content rarely sounds like the founder.
A short defense of the interview. Against the templated post, the thread generator, and the strategist who has never met the operator.
An agent is a teammate with a bad memory.
Notes from six months of shipping custom AI workflows inside B2B teams. Where they earn their keep, and the four places they consistently do not.
A weekly letter on content, tools, and AI workflows.
One piece of writing, sent Thursday mornings. Read in five minutes. For operators building B2B content systems.