Lytho, a Creative Operations platform for in-house agencies, faced a challenge familiar to vertical-focused B2B companies: the need to speak credibly to multiple industries while operating with a lean team. Formed from three merged organizations as recently as 2022, Lytho had not yet solidified its positioning. The marketing department, as their new Chief Strategy and Market Officer Helen Baptist would define one, did not exist.
The company serves twelve core verticals: healthcare, financial services, CPG, manufacturing, higher education, and more. Each vertical has different compliance requirements, different terminology, and different buyer concerns. A hospital CMO worries about HIPAA. A financial services CMO worries about FINRA and SEC. The core value proposition is the same: guardrails on creative production. The language required to communicate it is not.
Specifically, the challenge was overcoming the vertical complexity crisis: converting a unified brand message into tailored content for twelve industries, multiple personas per industry, and every stage of the funnel, all without a dedicated content team.
Generic Messaging: Lytho was talking to twelve verticals with one voice, missing the specific pain points and compliance language that would resonate with each industry.
Stranded Strategy: Personas and positioning documents sat in forgotten folders, disconnected from the campaigns they were supposed to guide.
Unscalable Production: A team of four with no dedicated copywriter could not manually produce vertical-specific content at the volume required to compete.
"We had 12 core verticals that we were actually targeting, but we were talking generically to each of those," Helen explains. "Doing that at scale was problematic before we started working with VelocityEngine."
Lytho adopted VelocityEngine, the AI GTM Operating System. The platform was designed to solve exactly this problem: converting unified strategy into vertical-specific execution without fragmenting into chaos or requiring a content army.
The core mechanism focused on achieving the GTM Velocity Advantage:
"The beauty of VelocityEngine is that you've got those foundational elements, but as you learn from the content that you're putting in market, you can actually make adjustments upstream and then they will funnel all the way through your go-forward creative," Helen explains. "This idea of building foundations first and investing in that is worth the time and the effort."
The foundational work extended beyond marketing. Sales sequences in HubSpot now pull from the same language. Customer business reviews use consistent value messaging. The positioning lives where work happens.
"That, to me, is what most organizations struggle with. There's a persona somewhere over in somebody's laptop that nobody ever looks at again. This is the way that we can ensure we're consistent around who the personas are, what language we use for them, what the value messaging is for that buying group."
VelocityEngine delivered unprecedented speed-to-market for Lytho's vertical campaigns:
"The rate by which we produce and put things into market is like anything else I've ever done in my career. And I think VelocityEngine is the foundation that allows a lot of that to happen."
Twelve Industries, One Consistent Voice
The core value of the AI GTM Operating System is its ability to deliver precision content tailored to specific verticals and buyer types:
Vertical Coverage: Content now speaks specifically to healthcare, financial services, CPG, manufacturing, higher education, and other verticals with appropriate compliance language and industry terminology.
Buyer-Specific Messaging: Different value messaging for economic buyers, emotional buyers, platform users, and ratifiers like procurement and legal.
Full-Funnel Content: Promotional copy, blog content, animated videos, webinars, social posts, and sales sequences all flowing from the same foundation.
"Being able to be very nimble in the way that we created content at scale. Whether that's promotional copy, blog copy, animated videos, webinars. The consistency is mission critical."
A Teammate, Not a Tool
VelocityEngine became part of the team structure, not just another tool in the stack:
Headcount Efficiency: Helen chose not to request headcount for a copywriter. VelocityEngine sits on the org chart as the content team.
Output Multiplier: Helen estimates the team would be at one-third of current output without VelocityEngine. The platform delivers 3X content production from the same four people.
Pipeline Contribution: As part of a closed-loop system including 6sense, PathFactory, and G2, pipeline has grown more than 5% week over week since the go-to-market infrastructure came online.
"VelocityEngine sits as a teammate on my org chart. That is my copywriting team, and they are more than one person at no cost really in the grand scheme of things."