How Cogna 4x’d sales-ready content without adding headcount

Challenge

Cogna needed to leverage its first-mover position to fuel their next wave of growth

Backed by a $15M Series A and trusted by industry leaders like Cadent Gas, Cogna quickly became one of Europe’s most-watched AI startups. To turn that momentum into sustainable, cross-industry growth, Chief Marketing Officer Ben Slater prioritized a content-led GTM motion.

Compelling, timely content would educate the market, build credibility, and give prospects the proof they need to connect. The challenge was bandwidth. With his lean team already stretched across Cogna's core marketing motion, producing content at scale wasn’t an option.

Ben began searching for a dedicated content partner who could translate Cogna’s novel, complex product into clear narratives — while balancing technical depth, GTM nuance across geographies, and a noisy, fast-moving AI field.

That’s when he discovered Verbatim. The agency’s deep experience in high-growth B2B startups and complex technical verticals made it the obvious choice for Cogna’s content needs. 

“We needed a content expert who could tell our customers’ stories and share our vision as we’re shaping a new product category. After evaluating our options, we were confident it was Verbatim or no content partner at all.” 

Solution

Content that translates real-world customer impact into proof that closes deals

From the start, Verbatim moved with the speed Cogna’s business demanded. After conducting a fast, hands-on onboarding, the Verbatim team pored over Cogna's product documentation, customer pain points, and first-mover positioning. In under four weeks, they built a robust content calendar and shipped the first wave of assets.

What has followed is a steady drumbeat of thought leadership, case studies, and objection handlers. Together, these assets span all of Cogna's GTM needs, from building category credibility to increasing reach across industries and equipping sales teams with answers to buyer hesitations.

Behind-the-scenes, Verbatim handles every step of the content creation process: scoping the angle, conducting in-depth research, and leading interviews with customers and SMEs. As a result, Cogna scales its content library with minimal lift from its internal team.

After witnessing this level of ownership, Ben felt confident to step back, sharing, “I joined a case study interview to provide context, but I soon realized that wasn’t needed. Verbatim’s questions were very precise, and our customers felt engaged throughout.”

As Cogna's priorities evolve, Verbatim shifts direction without missing a beat. When the company expanded its footprint into the US market, the team moved in lockstep, shipping tailored thought leadership and industry guides that drive momentum across the Atlantic.

“Verbatim's content team flexes its craft across every vertical and geography we serve to fuel our pipeline,” Ben highlights. Crucially, every piece is rooted in Cogna’s real-world impact, helping the content stand out in a crowded AI field and clearly conveying the value of its innovative software.

"Verbatim has been very responsive to what we need — and what we need has changed a few times across our product and target audiences. It's rare to find a partner that’s as fast and agile while still executing with exceptional quality.”

Results

Cogna quadruples monthly content output and expands into new markets with Verbatim

With Verbatim’s content engine, Cogna has established its presence as a category-defining player in AI-native operational transformation. Their content library attracts leads across new verticals and geographies while supporting their team at every stage of the sales cycle.

• 30 content assets shipped in 7 months
• 4x monthly content production without adding headcount
• Expansion into 4 industries across 2 continents

As Cogna scales, Ben sees Verbatim-created content continuing to capture the customer stories and illustrate the growing impact of its technology.

“Verbatim does impactful content exceptionally well. For high-growth B2B companies, that focus is exactly what you need to build credibility and pipeline at the same time.”