Deep tech marketing, run by people who've done it from the inside.

Latent was founded by two senior marketers who spent 14 combined years inside Arm, building the campaigns, data infrastructure, and investor narratives behind one of the most technically complex product portfolios in modern computing. We now do the same for companies building the future of silicon, AI compute, and quantum..

What makes our proof points different

When we joined Arm, it was a Cambridge IP business known as "the biggest secret in tech." Over seven years, we helped transform it into the compute platform behind AI: 350 billion chips shipped, infrastructure powering every major hyperscaler, and a $55bn Nasdaq listing in 2023. We weren't observers. We ran the marketing programmes that made each stage of that journey commercially visible.

That included:

  • Hyperscaler co-marketing programmes with AWS, Google, and Microsoft

  • Physical AI campaigns that contributed to significant growth in Arm's automotive market share

  • OEM partner activation

  • The Aston Martin Aramco F1 partnership, which generated millions of organic video views with no paid budget

  • Investor narrative work behind a 16% share price increase on product launch day

  • CRM architecture and attribution models connecting marketing activity to multi-million-dollar pipeline

  • A measurement rebuild that cut cost per click and delivered significant annual savings

The problems we solved at Arm aren't unique to Arm. Every deep tech company faces the same three: making a technically complex product commercially legible, connecting campaign activity to pipeline, and measuring it in a way leadership believes. We solved those problems at a scale and pace most advisors never encountered.

WHY WE STARTED LATENT

We kept meeting deep tech companies that were technically exceptional and commercially frustrated. Not because the technology was wrong. Because the marketing around it was, usually because the people doing it didn't understand what they were marketing.

We saw the same patterns repeatedly:

  • A pre-commercial company heading into a Series B with a narrative written by a PR agency that had never spoken to the engineering team (or no narrative at all)

  • Disjointed campaigns that looked good on paper but never delivered pipeline.

  • A commercial-stage company running solid campaigns with no pipeline attribution the CFO could see

  • A scaling company carrying years of CRM technical debt, made worse by a MarTech agency configuring a new platform on top of a broken data model

  • In every case, the advisor couldn't hold the technical conversation and the engineers or founders didn’t speak ‘marketing’. It’s understandable, but it meant they couldn't build marketing that worked.

  • We named the firm Latent on purpose. Latent means present but not yet visible: the proof and the commercial case already exist, sitting below the waterline. Our job is to bring it to the surface.

How we work

What to expect

  • Every engagement is the two of us directly. No account management layer, no handoff between the people you meet and the people doing the work.

  • This is a choice, not a constraint. Depth of engagement is what makes the work good, and we can't go deep on twenty clients at once.

  • The first conversation isn't a pitch. We'll listen to your situation before telling you plainly whether we're the right fit and what we think you should do, whether or not that involves us.

  • Most engagements start as scoped projects tied to a specific milestone. Retainers follow once the relationship has proven its value.

  • Silicon and semiconductor, Cloud AI, Physical AI, Edge AI, and Quantum Compute. The three problems we solve, Build Credibility, Build Pipeline, and Build Operations, apply across all five.

Talk to the people behind the work

If this sounds like where you are, the next step is a direct 30 minute conversation. No cost, no pitch deck.

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