Will Leatherman

Will Leatherman

3K Subscribers

Founder at Catalyst Content, building content systems for B2B GTM teams

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Why trust me?

  • Founder of Catalyst GTM Agency. We build the content systems that get B2B companies named in AI answers.

  • Took Rise from invisible in AI search to the top recommendation across ChatGPT and Gemini, with 8,000+ AI driven sessions and roughly $8M of pipeline influenced in 12 months.

  • Built Catalyst's AEO audit and category leaderboard, run across dozens of B2B categories.

  • Grew founder led content systems that drove $1M+ in pipeline for clients like Coinflow and AirOps.

Previously at
AirOps
Relay.app
a16z
Instantly.ai

Alumni reviews

Jason

Live cohort
marketing engineer · jupiter analytics

Content Engineering Certification

Clear, practical, and worth the time. The frameworks gave me a real way to evaluate my own pipeline and spot the gaps. Recommended for anyone who publishes regularly and wants to treat content as a system instead of guesswork.

Danielle

Live cohort
underwriter · n/a

Content Engineering Certification

I think this is a valuable technique for building durable process automation for content to start and expanding to other business processes. Even outside the marketing world, the logic of content modeling and structured delivery is incredibly relevant for modern operations. Great insights from Will on how to build for scale rather than just for the moment. Highly recommended for anyone looking to systematize how their organization communicates in any capacity.