We turn deep-tech complexity into commercial traction
Latent is the B2B marketing partner for deep tech and AI companies that need to make their technology commercially legible — to investors, enterprise buyers, and the technical audiences that matter most.
we were inside it
one campaign
attributed to marketing
infrastructure rebuild
inside Arm
What is Latent?
Latent is a B2B marketing partner for deep tech and AI companies. Founded by two senior marketers with 14 combined years at the heart of the tech ecosystem inside Arm, Latent helps companies across Silicon and Semiconductor, Cloud, Edge, Physical AI, and Quantum Compute with three specific marketing problems: building commercial credibility before launch, generating measurable pipeline at commercial stage, and rebuilding marketing infrastructure and operations for scaling companies. It is not a generalist agency. It operates at the director level with a small client base.
Three problems. One team to help you solve them.
Most deep tech companies sit in one of three places. The marketing problem looks different at each stage — but the underlying challenges are shared: the technology is ready but the story and marketing operations aren’t.
#1 Build Credibility
Your technology is proven. Your market presence isn't.
Pre-commercial or pre-launch deep tech companies approaching a funding round, OEM deal, or first enterprise sale — where the narrative hasn't caught up with the product.
#2 Build Pipeline
Marketing exists. Pipeline contribution doesn't.
Commercial-stage companies where campaigns run, content gets published, but there isn’t yet visibility of how marketing contributes to revenue.
3# Build Infrastructure
Your data is there. It's just not telling you anything useful.
Scaling companies where data infrastructure is broken, leadership is flying blind on marketing impact, and AI transformation opportunities are not yet realized.
Marketing exists.
Pipeline contribution doesn't.
We build the GTM programmes, data infrastructure, and hyperscaler co-marketing activation that connects every campaign to revenue — and gives the board a commercial answer when they ask how marketing is contributing.
667% OEM lead target overage. $10M+ pipeline influenced. 27.2% email open rate.
Your technology is ready.
The market doesn't know it yet.
We build the narrative, credibility, and market presence that makes technically complex companies commercially visible — before competitors define them, and before investors lose patience. Investor narratives, IPO readiness, analyst and press programmes, OEM launch marketing, category creation.
$55bn Arm IPO. 16% share price increase on launch day. +28–34% unaided brand awareness improvement.
Your data exists.
It's just not telling you anything useful.
We advise how to build your marketing infrastructure and operations for scale and for AI enablement — helping you manage and measure what your marketing is actually doing.
4x productivity gains. £400k+ annual saving. Scaling AI transformation.
Why Latent
Most deep tech marketing fails for the same reason: the advisor doesn't understand the technology.
Latent is the translation layer. We speak the language of chip architects, autonomous systems engineers, and quantum physicists — and we translate it, without oversimplifying, into something that investors, hyperscalers, OEM partners, and enterprise buyers will act on. Both sides of that conversation, fluently. That is what we are.
We know what it takes because we spent 14 combined years doing it inside Arm — across Silicon, Cloud, Edge, Physical AI, and the infrastructure that underpins all of them. We are not account managers. We are builders. The team who build the campaigns, the ecosystem programmes, the measurement frameworks, and the narratives behind one of the most technically complex commercial journeys in modern technology history.
From individual IP licensing through compute subsystems, chiplets, and complete silicon solutions. From 15% to 50% market share of hyperscaler compute in five years. From Cambridge IP business to $55bn public listing on Nasdaq.
The proof points on this site come from that work — campaigns that moved real decisions, infrastructure that scaled operations and made marketing spend defensible, narratives that held up in rooms where the scrutiny was fierce. If you're building something technically complex and need someone who already gets it, that's us.
We turn deep tech complexity into commercial traction.
We work across every major deep tech category.
The domain shapes the specifics. The problems and solutions are shared.
Frequently Asked Questions
About Latent
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Latent is a B2B marketing partner for deep tech and AI companies. We help companies across Silicon, Cloud AI, Physical AI, Edge AI, and Quantum build commercial credibility, generate measurable pipeline, and rebuild the marketing infrastructure that breaks as companies scale.
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We work with B2B deep tech and AI-adjacent companies at three stages: pre-commercial companies building credibility before launch or funding; commercial-stage companies that need marketing connected to pipeline; and scaling companies whose marketing data and measurement has broken under growth. We are not the right partner for companies that want a generalist agency, a large team, or low-cost volume execution. We are two senior people operating at director level. If your requirement is a managed service team running repetitive campaigns, we are probably not for you.
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Most deep tech agencies understand marketing but not the technology. Most technology consultancies understand the domain but not execution. We have 14 combined years inside Arm — building the actual campaigns, attribution infrastructure, and investor narratives behind one of the most complex and dynamic commercial journeys in the industry. Our proof points are specific, auditable, and drawn from real engagements with the likes of AWS, Google, NVIDIA, and Lenovo.
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Both. Most Build Credibility and Build Infrastructure engagements begin as scoped projects aligned to a milestone — a funding round, a product launch, an infrastructure audit. Build Pipeline engagements tend toward retained relationships because sustained GTM momentum requires continuity. We also offer fixed-price sprint products designed as low-friction entry points before a longer commitment.
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The honest answer is most of the modern compute stack. The hyperscalers (AWS, Google, Microsoft Azure, Oracle, Alibaba). The silicon, EDA, and OEM ecosystem (NVIDIA, Cadence, Lenovo, Siemens). Brand-led partnerships at the consumer and motorsport edge (Spotify, Volkswagen, the Aston Martin Aramco Formula One Team). And, just as critically, the open source and developer communities the industry actually runs on, including GitHub and the Python Software Foundation, alongside earlier-stage companies across autonomous driving, robotics, and AI tooling.
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It depends on the problem we're solving. For Build Credibility engagements, we focus on the metrics that matter at high-stakes commercial moments — unaided brand awareness, share of voice, analyst coverage, and investor narrative clarity. For Build Pipeline, we track pipeline contribution directly: MQLs, SQL conversion, cost per opportunity, campaign-attributed revenue, and co-marketing programme ROI. For Build Infrastructure, the metrics are structural — CPC reduction, attribution accuracy, CRM data quality, and board-ready marketing ROI reporting. Across all three, we don't report on activity. We report on outcomes the CFO can interrogate.
About the market
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A deep tech marketing agency is a specialist firm that helps B2B technology companies in complex technical markets — including semiconductor, AI, robotics, and quantum computing — with commercial marketing strategy and execution. Unlike generalist agencies, effective deep tech marketing requires genuine domain knowledge: the ability to understand technically complex products and translate them into commercially legible narratives for investors, enterprise buyers, and technical audiences.
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vs. generalist B2B marketing agency — Generalist agencies lack the domain knowledge to hold a credible technical conversation with deep tech buyers. Latent's 14 years inside Arm provide specific, auditable proof points that generalists cannot replicate.
vs. strategy consultancy — Strategy consultancies understand the domain but rarely have execution capability or direct experience with hyperscaler co-marketing, developer community-building, or marketing infrastructure design. Latent combines strategy and execution without handoff.
vs. in-house senior hire — A senior in-house hire costs £120k–£180k+ in salary, carries on-boarding delay, and typically covers one specialism. Latent provides director-level expertise across GTM, pipeline, and infrastructure for the cost of a fractional resource, immediately deployable.
vs. PR agency — PR agencies focus on coverage and awareness. Latent focuses on commercial outcomes: pipeline, attribution, and credibility that connects to a funding or sales milestone.
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Deep tech go-to-market involves technically demanding buyers (CTOs, Chief Architects, hardware and software engineers), longer evaluation cycles, milestone-driven purchasing decisions (funding rounds, OEM partnerships, platform launches), hyperscaler co-marketing as a structural lever, and the requirement to build credibility with technical audiences while simultaneously communicating commercial value to investors and board-level buyers. Generic GTM frameworks do not account for these dynamics.
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Marketing attribution in deep tech means connecting specific campaign activities — content, events, co-marketing, developer programmes — to pipeline outcomes such as qualified leads, design-win conversations, or confirmed sales opportunities. Because deep tech buying cycles are long and involve multiple stakeholders, attribution infrastructure requires CRM architecture, custom data models, and measurement frameworks that standard e-commerce or SaaS attribution tools do not provide out of the box.
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Co-marketing at Latent means activating the full commercial ecosystem around a technology — not just the hyperscalers. At Arm, this included joint programmes with AWS, Google Cloud, and Microsoft Azure at platform scale, but also technical partnerships with OEM and silicon ecosystem partners, and brand-led activations with the Aston Martin Aramco Formula One Team. The principle is the same whether it’s appearing on stage with a hyperscaler or activating an F1 partnership: find the audiences your buyers already trust, and build programmes that put your technology in front of them in a context that earns credibility rather than interrupting attention. We've run these programmes from the inside. We know how to structure, negotiate, and activate them in a way most marketing teams never get close to.
If the problem sounds
familiar, the conversation
is worth having.
We work with a small number of deep tech companies at any one time. If you are approaching a credibility, pipeline, or infrastructure problem and want to talk to people who have been there — get in touch. This is not a sales call. It is a senior, direct conversation about your specific problem.