LeanScale Marketing / Content
If you went through the recruiting process, or found LeanScale on your own, you probably came across something we made — a video, a podcast episode, an article. Content is the main way we drive business, build visibility, and develop the brand. Anthony walks through where it all started, what the strategy is, and how you can get involved.
Where It Started
We were in a coworking space. They had a podcast room. Anthony had a friend who had just started a video production company. And the idea was simple: why don't we just start sharing what we do?
There weren't a lot of voices in the market talking about go-to-market operations and revenue operations in real detail — the problems, the struggles, the things we'd failed at, the things we'd succeeded at. That gap was an opportunity. Share what we know, and attract the people who think that stuff is interesting.
The logic worked in two directions. If someone finds this content and thinks it's cool, they might want to work at LeanScale. And if someone is considering bringing LeanScale on for an engagement, they can see we've at least articulated the problem, how we've solved it, and what our experience looks like. That gives them confidence before we ever get into a room together.
So we started recording short 10-minute videos — just conversations about what we were seeing with customers. Since then, it's turned into an incredible flywheel for recruitment and new business.
What We Produce
Fast forward a few years, and the channel covers a lot of ground:
- Playbook content — walkthroughs of our approach to the big, meaty problems people experience in go-to-market operations, including newer ways of approaching those problems
- Podcast — the single best tool for networking with CROs, CMOs, founders, and VCs. We podcast with anywhere from one to five of them every single week
- Technical content — videos on HubSpot, Salesforce, and more recently, AI. Anthony has walked through how we implemented OpenClaw. Yasin has walked through our AI operating system and put out content on go-to-market applications of agents and Claude Code
A lot of the AI content covers territory that's so new, people don't have many places to go to get this kind of information. That's exactly why we make it.
Why the Podcast Matters
The podcast does two things at once.
First, we learn. Every conversation is a chance to hear what leaders are experiencing as problems, how they're solving them, what they value, and what's happening in the market. Those conversations give us intelligence we use to refine our service roadmap, our product roadmap, and how we approach problems. It keeps us plugged in.
Second, they get to know us. The guest has an intelligent conversation with someone on the team and gets to see who we are, what LeanScale does, and whether we're a good fit — for them or someone they know.
So every single podcast gives us three things: a chance to learn, a potential opportunity, and content that can be used for marketing and branding.
Thought Leadership as the Engine
LeanScale doesn't have a formal sales team. We don't host events. We don't invest in traditional marketing. We don't do paid advertising.
Going back to the flywheel — we amplify the brand through thought leadership. Content is our marketing and sales engine. The level of following we've built and the quality of the videos could be a business in itself. But it's fueling what we're doing on the services side of LeanScale.
Get Involved
This is an open invitation. If you want to participate in creating content, we want to encourage that.
- Need help setting up a home studio? We can help.
- Local in Arizona? We have a partner we work with for production.
- Have ideas for how to make our content better? Lean in.
Follow it, share it, and if it interests you — get involved.
Comment in Slack
Post your answer in your onboarding channel.
Anthony shared how LeanScale's entire marketing engine runs on content — no paid ads, no formal sales team. It started in a coworking podcast room and turned into the company's main growth driver. What was your biggest aha moment about how we approach marketing?