Founder-Led Content: Turn Cold Buyers Into Warm Pipeline
Will Leatherman
Founder, Catalyst Content
Jacob Bank
Founder, Relay.app. 64k+ on LinkedIn
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Build Your AI-Powered Content Engine: The System That Warms Prospects Before You
Founders who build content engines see 2-4x higher response rates. Prospects say "I've been following you" on calls.
Deals close 20-30% faster.
Build your system in 3 weeks:
Week 1: Extract Core Beliefs that address sales objections. Train AI on your authentic voice.
Week 2: Deploy research agents that surface ideas automatically. Build multiplication workflows.
Week 3: Create your Hook × Belief Matrix. Generate 90 days of content in one session. Post 3 hours/month, not 10 hours/week.
AI research agents (Jacob Bank's Relay workflows), content multiplication systems, voice training frameworks—not generic ChatGPT prompts.
This isn't personal branding. It's content as GTM infrastructure. Warm prospects before your sales team reaches out. One additional deal pays for the course. The system runs forever.
What you’ll learn
Ship your content engine in 3 weeks so you can warm prospects before your sales team ever reaches out.
20-30 core beliefs that address real sales objections
GTM alignment map showing which content warms which stage of the buyer journey
Core beliefs mapped to each sales stage (TOFU/MOFU/BOFU)
Configure AI research agents that surface 20-30 content ideas weekly
Build content multiplication workflows
30+ posts scheduled and ready to publish
Hook Arsenal database (30+ proven attention patterns for your ICP)
Content aligned to your GTM motion
Batch creation workflow (one strategy session = 30 days of content)
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Who this course is for
B2B SaaS founders and GTM leaders who need a predictable way to warm cold prospects before outreach
Are tired of cold email response rates below 2%
Know content "should" drive pipeline but don't have a systematic approach
What's included
Live sessions
Learn directly from Will Leatherman & Jacob Bank in a real-time, interactive format.
How to Find Your Unique Voice and Core Beliefs That Warm Buyers
What do you know that would make cold prospects trust you?
Content Agents That Scale You
Turn One Conversation Into 30 Days of Warm Touches
Build Your Infinite Content Engine
How do you post consistently without burning out or running out of ideas?
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
Week 1
Feb
11
Foundation – Why Your Voice Matters for GTM
Week 2
Feb
18
Multiplication – Content Agents at Scale
Schedule
Live sessions
1-3 hrs / week
Wed, Feb 11
8:00 PM—9:00 PM (UTC)
Wed, Feb 18
8:00 PM—9:00 PM (UTC)
Wed, Feb 25
8:00 PM—9:00 PM (UTC)
Projects
1 hr / week
Async content
1 hr / week
Why This Works Better Than Everything Else
Agencies: Generic content disconnected from your actual sales motion ($5K-$10K/month)
This course: Build the system yourself, own it forever, maintain authentic voice
Cold outbound: <1% response rates, price-focused conversations, long qualification
Content + Outbound: 2-4x response rates, trust-based conversations, pre-qualified prospects
vs. Paid Ads
Paid ads: Stop working when you stop paying, $200+ per meeting, generic targeting
Content: Compounds over time, near-zero marginal cost, precise ICP targeting through topic selection
vs. Generic AI Content
ChatGPT defaults: Robotic voice, obvious AI slop, no strategic alignment
This system: AI trained on YOUR voice, aligned to YOUR sales process, authentic at scale
Frequently asked questions
$600
USD