HOW IT WORKS
A connected way to do marketing.
Specialist capabilities, organised around a shared purpose. Each stage informs the next, and learning feeds back into the work.
SWARM ARCHITECTURE
Marketing in a box.
From insight to opportunity. A complete, orchestrated system.
Inputs
- Business goals
- Existing data
- Brand & assets
- Customer evidence
- Market context
- User input
External intelligence
- Web & news
- Odyssiant API
- Third-party data
- Client data
- Social listening
- Competitive intelligence
Context, goals and evidence
ORCHESTRATION & HUMAN OVERSIGHT
The Queen
Orchestrates the right Agents, at the right time, for the right outcome.
Governance across every Agent and layer
THE EFFECTIVENESS PROTOCOL
Make → Evaluate → Revise → Approve
Independent evaluation. Evidence and criteria. Human approval where required. Fail closed.
Versioned, Agent-specific criteria — no universal score. Nothing progresses simply because it was generated.
How the effectiveness gate works
Evidence and context → Maker → Independent evaluation → Revision if required → Approved output and provenance → Next Agent.
- Proceed
- Criteria met; trusted input to the next stage.
- Revise
- Improve with available evidence and context.
- Seek evidence
- Insufficient confidence; gather more context.
- Human review
- Approval or judgement required; hold output.
Context & goals · Tasks & data · Coordination · Quality & guardrails
01 / UNDERSTAND · DEFINE · RESEARCH · PLAN
Strategy & intelligence
Select a stage to explore its role and approved output.
01Product / service understanding
What we sell, problems solved, value and evidence.
Approved outputOffering understanding
02ICP
Define the ideal customers, buyers and exclusions.
Approved outputApproved ICPs
03Offer architecture
Shape a compelling offer for the target audience.
Approved outputMarket-ready offer
04Research & intelligence
Find the right accounts and why now: market, competitors, AI visibility and evidence.
Approved outputTarget accounts, signals & evidence
05Content strategy
Define the message architecture and content plan.
Approved outputContent strategy & asset plan
06Content creation
Create and adapt the required assets and experiences.
Approved outputContent assets: pages, articles, assets & campaigns
Effectiveness gate → Approved strategy, offer & content
02 / FIND · ENGAGE · COMMUNICATE · CONVERT
Execution
07Contact management
Find, enrich and maintain the right people.
Approved outputPeople & contact data
08Campaign automation
Plan and manage one-to-one and one-to-many campaigns, cadence and rules.
Approved outputCampaigns & campaign members
09Communication
Create personalised communications for each person and channel.
Approved outputMessages & communication assets
10Channel agents
Execute across email, LinkedIn, website, social, paid media and PR, using channel-specific expertise.
Approved outputSent communications & channel events
11Response & qualification
Interpret replies and engagement. Determine the next action and hand off to sales where appropriate.
Approved outputResponse intelligence & qualified opportunities
Hive data layer
- Profiles & companies
- People & contacts
- Offers & ICPs
- Research & evidence
- Content assets
- Campaigns & history
- Performance data
Integrations
- Postmark (email)
- Website / CMS
- Paid media
- CRM (e.g. HubSpot)
- Odyssiant
- Other data sources
Activity, engagement and outcomes
03 / RESULTS → EVIDENCE → EFFECTIVENESS → LEARNING
Measurement & learning
Performance
Channel, campaign and revenue metrics.
Insights
What’s working, what isn’t, and why.
Learning
Return outcome evidence to the Queen and protocol to inform future decisions.
Learning returns to the Queen and the Effectiveness Protocol.
See → Decide → Act → Measure → Learn