Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive into the world of modern growth marketing, as experienced by leading startup executives and marketers on the front lines. In this blog post, we’re bringing you real stories and lessons from two fast-moving organizations: Wise Path and Storylane. Through extended interviews with their leaders, you’ll get an inside look at how startups are tackling soft skills with gaming technology, revolutionizing SEO strategy, and using AI to punch above their weight.
We’ll explore:
Let’s start with introductions:
Both leaders are at the cutting edge of startup hustle—managing sprawling responsibilities, experimenting with new tech, and growing their companies from the ground up.
“Back during the COVID time we began seeing that there was a wave of people that were beginning to wonder why they were doing the job that they were doing.”
Like many startups, Wisepath was born during the transformative early days of the pandemic. People everywhere started questioning their career paths—a collective reset on work-life priorities. Gianluca Ferremi and his co-founder realized something: the most critical skill gaps weren’t technical. Instead, they were in soft skills—the interpersonal and cognitive abilities that separate good employees from great ones.
“We began understanding that the problem had nothing to do with technical skills. It had to do with non-technical skills. Still professional skills though.”
Recognizing how hard it is to measure soft skills objectively, Wisepath spent years exploring methods. Their breakthrough came when they discovered academic research showing commercial video games could be leveraged to evaluate and even improve these elusive skills.
Wise Path’s story is the true startup spirit: small team, giant ambitions, and each person handling multiple roles. The company is a Delaware C-corp with co-founders split between the U.S. and Italy.
“Min is the CEO, Chief Revenue Officer and Chief Marketing Officer as well. CEO and Founder.”
Having a tiny team means wearing a lot of hats. For Gianluca Ferremi, that means simultaneously being CEO, CMO, CRO, and often the company’s main spokesperson. This is startup life—scrappy, creative, and always juggling priorities.
Wisepath is introducing a solution the market hasn’t seen before. Their product uses commercial video games as a fun and engaging way to measure and train soft skills. But here’s the challenge: most organizations think they need better technical training, not soft skills evaluation. This means Wise Path isn’t just selling a product—they’re selling a new way to see workplace development.
For such a new concept, traditional marketing doesn’t cut it. As Gianluca Ferremi explains:
“We are selling a product that didn’t exist before, solving a problem that people have always sensed they had but they never put their finger on it.”
When you’re building a new market category, blasting cold emails just won’t work. Wise Path needs to educate, build trust, and earn advocates—person by person.
Instead of lead gen campaigns, they focus on building connections. Their marketing at this stage is:
This stage isn’t about scaling fast—it’s about craftsmanship.
“It’s much less an automatic process than actually an artisanal process at this stage.”
Relationship-driven marketing lets Wise Path learn from real conversations, refine their message, and adapt to the true pain points of customers and stakeholders.
Gianluca’s story echoes the lesson: don’t buy what you don’t understand. Marketing must match the stage of the business. For early-stage startups building something new, a handcrafted, trust-first approach works. Scale comes later—after you know your message resonates.
How does Wisepath pull off one-to-one marketing, global outreach, and content creation with a team of two?
Enter AI.
“I wouldn’t be able to be the Chief Marketing Officer of the company without AI. … It’s like having a person expert in marketing that explains things exactly the way I want to understand them.”
AI isn’t just a helper; it’s a partner, providing:
For Gianluca, AI enables Wisepath to replace an entire marketing department, stay nimble, and adapt quickly to what’s working (or not).
“If the point is to send an email … and be effective with that statement, who cares if artificial intelligence did it?”
The “artisanal” approach thrives with AI co-piloting. It means Wise Path can zero in on customer needs, experiment freely, and avoid the slow-moving bureaucracy of larger teams.
When asked about their AI toolkit, Wisepath leans on:
“We want to learn to build our own agents. … You can build that very quickly and with the tools that are available right now with an AI agent.”
For startups, the takeaway is clear: build processes that scale with your needs. Off-the-shelf tools are great for big corporations, but as a startup, crafting your own AI assistants can both save money and amplify impact.
Next up, let’s follow the story of Storylane, and hear from their Head of Marketing.
Storylane is an “agent tech demo automation platform”—that is, it helps companies create interactive product demos that put buyers in the driver’s seat before they commit.
What drew Madhav Bhandari to join Storylane?
This blend—real traction and untapped market potential—is what makes startup work so exciting.
At Storylane, marketing is a team sport, but it’s also high-stakes and high-intensity. Here’s how Madhav breaks down the role:
“On my head is sort of like this revenue number and by the end of the year I need to hit it. So anything I can do with the budget that I have to be able to get us there is primarily my responsibility.”
Storylane’s biggest win? “Demo-led SEO.”
This experiment completely rewired their content strategy. Instead of long blog articles, they created SEO-focused landing pages where the main content was a live interactive demo—no lengthy text, screenshots, or step-by-step guides.
“Instead of writing like text to sort of answer, we basically just added a demo … it was just the title, the demo page and that’s it.”
“There’s not been a single month where we’ve had a dip in signups or dip in customers coming—like every month just been growing insanely.”
Storylane now produces about 400 demo pages per month, with 7,000 live at last count.
This radical move overturned the usual SEO playbook.
Let’s talk industry trends. Is SEO dead? Clickbait headlines say yes, but the reality—according to practitioners at the cutting edge—is very different.
“SEO is not dying. I think it’s evolving.”
Page experience now means more than fast loading—it’s about surfacing value in new ways, like demos or interactive elements that help users solve problems instantly.
The landscape is broader, too. Google, yes, but also AI-driven platforms like Perplexity, ChatGPT, and Claude now surface answers based on content authority and brand awareness. If users know your brand, they’ll trust and click it in AI-generated previews.
“If your brand is strong, you’ll get more clicks. … You’ll also get more traffic from LLMs. … The playbook is evolving, but if you evolve, you’ll still continue to get similar or actually better results.”
AI’s real gift? Punching above your weight. Storylane’s lean marketing team (just 8 people) covers the work of 20–25, thanks to smart use of AI.
“You have the best copywriter in the house. … We’ve launched massive campaigns that have taken us two months in like a week.”
With AI as a co-pilot, campaigns launch faster, teams stay lean, and the business can react to opportunities at startup speed.
Even at only a “2 out of 10” adoption level, the improvements are striking.
Still, AI isn’t a silver bullet for everything. The most creative work—defining brand identity, high-level strategy, or nuanced campaigns—cannot be fully replaced by AI (at least, not yet).
“For the more bar basics like creatives, like for example, visual brand identity, you can’t give it to AI because there’s a lot of your own points of view that bring into that. … But for basic level things, like refining the copy for my website, that’s easy.”
So, where’s the line?
The blend is key: let the best people do their best work, amplified by AI’s speed and breadth.
A sample of Storylane’s daily AI toolkit:
“It’s a lot of … combination of existing apps plus the LLMs is how we’re using it.”
After hearing from both Wisepath and Storylane, some core learnings stand out for startups and growth-focused marketers:
“We are all good at something, but we are not good at everything. And artificial intelligence right now … is allowing us to be good at other aspects as well.”
Want to connect with fellow growth marketers and keep leveling up? Consider checking out mastermind groups and advanced roundtable cohorts like the ones highlighted in the NTM Growth Marketing Podcast.
The world—and playbook—of growth marketing is changing rapidly. Whether you’re building a new category or scaling up what works, the most valuable skills are:
And perhaps most of all: keep learning from those who’ve been there and are still figuring it out. The future is built one experiment, one conversation, and one happy customer at a time.
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