Espressio
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The marketing agency for AI and B2B tech

We help AI and frontier tech teams launch and grow. Espressio is a Lisbon-based AI marketing agency for AI and B2B tech companies. We run your GTM and launches end to end, from positioning to distribution. You see sign-ups, active builders and buyers by channel every week.

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Partner and ambassador of

Nous Research

Four marketing programs for AI and B2B tech startups

Each program matches a stage of your GTM. Launch runs one product or model launch end to end. GTM strategy and execution finds your ICP and the channel mix before you scale spend. Ongoing marketing runs your channels month to month. Performance marketing scales paid acquisition against a target cost per sign-up.

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  • Launch

    5 days to 4 weeks

    Product launches, model releases, major features and funding news. We run the launch end to end and report sign-ups, active builders and buyers.

    How it works, Launch

  • Performance marketing

    For teams with early traction that want to scale with paid ads. We test creatives and audiences, then shift budget each week to the ads under your target cost per sign-up.

    A 30-day test, then month to month

    How it works, Performance marketing

  • Ongoing marketing

    A fractional marketing team for every channel, month to month. We run social, creators, PR, content and AI search on one plan, with results every week.

    Month to month

    How it works, Ongoing marketing

  • GTM strategy and execution

    30, 90 or 180 days

    For teams with a product, but no clear ICP, positioning or channel mix yet. We write the GTM plan, then run it with you until the first KPIs come in.

    How it works, GTM strategy and execution

What we do for AI, B2B SaaS and tech companies

What an AI marketing agency does

An AI marketing agency runs go-to-market and growth for companies that build AI products or sell to technical buyers. That includes AI labs, developer tools, agents, AI apps and B2B SaaS. The work starts with the ICP and the positioning, because buyers compare many tools and the category moves fast. Then the agency runs distribution: founder-led content on X and LinkedIn, creators, PR, launch videos, paid acquisition and AI search. Good agencies report sign-ups, active builders and buyers by channel, not impressions. At Espressio, our team plans these channels together, so the launch, the content and the ads tell one story.

How each program works

ProgramLengthHow we set the priceWhat you get first
Launch5 days to 4 weeksFixed fee per launch, set in the proposalThe launch plan and the messaging
GTM strategy and execution30, 90 or 180 daysFixed fee for 30, 90 or 180 daysICP research and the first GTM plan
Ongoing marketingMonth to monthMonthly retainer, set by the channels you chooseThe month-one plan and content calendar
Performance marketingA 30-day test, then month to monthMonthly fee. Ad spend is separate.The test plan and a target CAC

Our AI marketing services

Our team runs eight services, so every channel uses the same story and the same numbers. You can take one service, or combine services in a program. Each service below lists the work that we do and what you get at the end of each month.

01 / 08

GTM strategy

Your ICP, positioning and channel mix in one go-to-market plan, with a budget and KPIs.

Our go-to-market strategy work gives AI and B2B tech products a clear GTM motion before you spend on channels. We define your ICP and the decision makers. We sharpen the positioning and messaging, and we pick the channel mix. You get a week-by-week GTM plan with owners, a budget and the KPIs we track.

What we do

ICP and buyer research
We interview your team and, where you allow it, 5 to 10 users or buyers. We map the ICP, the decision makers and the alternatives they compare you with.
Positioning and messaging
We write your positioning and a messaging framework that founders, sales and creators can all use. Every claim gets its proof: benchmarks, demos, customer quotes or pilot results.
Channel mix
We pick the channels that reach your ICP first: X, LinkedIn, Reddit, dev communities, press, creators or AI search. Then we sequence them and set a budget for each.
GTM plan and KPIs
You get a week-by-week plan with dates, owners and KPIs for each channel. It also says what not to do yet.

What you get

  • A one-page GTM summary that your whole team can read in 5 minutes
  • ICP and buyer personas, with the main use cases
  • Positioning and a messaging framework, with proof for each claim
  • A map of co-marketing opportunities with partners
  • The channel mix, the sequence and the budget
  • A week-by-week GTM plan with owners
  • KPIs and targets for each channel

Social media

Founder-led and company content on X and LinkedIn, planned, written and published for you.

Our social media marketing runs the X and LinkedIn accounts of AI and B2B tech companies and their founders. We build the content calendar, write the posts and threads, cut the clips and handle community management. Your founder approves every post before it goes live.

What we do

Voice and content calendar
We write your tone of voice and a monthly content calendar. Each post ties to product news, a launch or the news in your category.
Posts, threads and clips
We write and publish posts, threads, product clips and short-form video on X and LinkedIn. Every post has one point and a clear hook.
Community management
We reply to the comments on your posts. We also join the conversations of the accounts that your ICP follows.
Spaces and lives
Where it fits, we host X Spaces and LinkedIn Lives with your team, your users or guests. We cut clips from each one for the feed.

What you get

  • Tone of voice and a monthly content calendar
  • 5 to 10 posts a week on each platform
  • Threads that explain your product, your research or your launch
  • Short-form product videos and clips from talks
  • Community management on your posts and in your category
  • X Spaces or LinkedIn Lives, where they fit
  • A report on the KPIs we track

Branding and design

Brand identity, website design and launch assets, built as one visual system.

Our branding and design work builds brand identities for AI and B2B tech companies. That covers the logo, the visual system, the website design and the launch assets. We stress-test the system on real touchpoints, from an X post to a pitch deck. You get brand guidelines and editable source files.

What we do

Positioning and naming
We start from your positioning and your ICP. When you need it, we also name the company or the product.
Identity and visual system
We design the logo, the colors, the type, the image style and the rules that tie them together.
Website design
We design your website and its key pages in the same system. Your site, your deck and your product then look like one brand.
Launch assets
We make the assets for your next milestone: social templates, launch graphics, a pitch deck and event materials.

What you get

  • Logo, colors, type, image style and icon rules
  • Brand guidelines for your team
  • Website design for the key pages
  • Pitch deck design
  • Social templates for X and LinkedIn
  • Launch graphics for your next milestone
  • Editable source files

Creators and influencers

Tech creators on X, YouTube and LinkedIn put your product in front of your ICP.

Our influencer marketing gets tech creators on X, YouTube and LinkedIn to show your product to your ICP. We source and vet the creators, write the briefs and run the campaign in Creator pushes. You get results per creator, so the next campaign backs the creators that drive sign-ups.

What we do

Goals and briefs
We set the goal, the target audience and the story with you. The brief says what to show, what to say, what not to claim and when to post.
Creator sourcing
We find AI researchers, developer educators, reviewers and founders whose audience matches your ICP. We vet each audience before we sign anyone.
Creator pushes
A Creator push is a set of creator posts that go live together, before or on launch day. Big accounts open the story, niche creators go deeper and small accounts seed it in communities.
Tracking and reporting
We track every post with UTM links and report the results per creator. You see which creators drove sign-ups.

What you get

  • A creator plan with goals, tiers and dates
  • A vetted creator shortlist with audience data, for your approval
  • Briefs, contracts and payments for every creator
  • Posts, threads, videos and newsletter mentions, timed to your launch
  • Clear ad disclosure on every paid post
  • Results per creator and a campaign recap

Video and content

Launch films, product demos and short-form cutdowns for every platform.

Video and content covers the product launch video, product demos and short-form cutdowns for AI and B2B tech products. For an AI product, we open on a real task and show the real output. Each launch film ships with cutdowns for X, LinkedIn and YouTube, a teaser and captions.

What we do

Script and story
We write the script around one idea that your viewer can repeat. The video opens on a real task and shows the real result.
Production
We screen-record the real product UI and add motion design. Where it fits, we film your team or your hardware.
Edit and cutdowns
We edit the launch film and make cutdowns for each platform. You get square and vertical cuts, a 15-second teaser and captions for sound-off viewing.
Distribution plan
We plan where each cut goes: the founder post, the company post, the creator posts and the press kit.

What you get

  • A script and a storyboard for your approval
  • One launch film, 30 to 90 seconds
  • A product demo with the real UI
  • Cutdowns for X, LinkedIn and YouTube, with captions
  • A teaser for launch week
  • Source files and the music license

PR and podcasts

Coverage in the tech and AI press, and podcast slots for your founder.

Our tech PR gets AI and B2B tech companies covered by the reporters on their beat. We find the news angle, run media outreach under embargo and book founders on podcasts. Every piece of coverage goes on your press page, where search engines and AI assistants pick it up.

What we do

News angle
We find the angle that a reporter can use: new data, a first, a customer result or a strong take. We write the press release, the media kit and the founder talking points.
Media outreach
We pitch the reporters on your beat list, with exclusives and embargoes for big news.
Podcast booking
We book your founder or your researchers on the podcasts that your ICP and investors listen to. We brief each guest on the host and the audience.
Clips and press page
We cut clips from each episode for X and LinkedIn. We add every article to your press page.

What you get

  • The news angle and the press release
  • A media kit: facts, founder bios, product shots and screenshots
  • A media and podcast target list, for your approval
  • Pitching, exclusives and embargo management
  • Podcast bookings and guest briefs
  • Clips from each episode for X and LinkedIn
  • A coverage report

SEO and AI search

We get you ranking in Google and cited in ChatGPT, Claude and Perplexity answers.

SEO and AI search combines classic SEO with generative engine optimization (GEO) for AI and B2B tech companies. The goal is to rank in Google and to get cited in ChatGPT, Claude, Perplexity and AI Overviews. We ship answer-first pages, entity consistency across the web and mentions on the sites that LLMs read.

What we do

AI visibility audit
We run your buyers' prompts through ChatGPT, Claude and Perplexity and record who gets cited: you or your competitors. We also audit your rankings, site structure and AI crawler access.
Answer-first pages
We write and fix the pages that answer your ICP's questions. Each page opens with a short answer that an LLM can quote.
Entity consistency
We write one entity description: who you are, what you do and for whom. We use it on your site, in schema markup, on LinkedIn, on X and in directories.
Citations and mentions
LLMs repeat what other sites say about you. We get your product into the comparison lists, reviews, podcasts and articles that they read.

What you get

  • An AI visibility audit and a ranking baseline for your category
  • A prioritized list of buyer prompts and questions
  • New and rewritten pages, answer first
  • One entity description and where to use it
  • Schema markup: Organization, Service, FAQPage and BreadcrumbList
  • A robots.txt check and an llms.txt file for AI crawlers
  • A monthly report on rankings and AI citations

Paid ads

Paid acquisition on Google, LinkedIn, X and Reddit, managed to a target cost per sign-up.

We run paid acquisition for AI and B2B tech companies. We buy media on Google, LinkedIn, X and Reddit against a target CAC or cost per sign-up. Each week, budget moves to the ads that beat the target. You get a monthly report by channel, from your own analytics.

What we do

Tracking and targets
In week 1, we audit your conversion tracking for sign-ups and buyers and fix the gaps. Then we agree on a target cost per sign-up.
Creative and audience tests
In weeks 2 to 4, we test new creatives, audiences and landing pages on Google, LinkedIn, X and Reddit. New creatives go live every month.
Weekly budget shifts
Each week, we shift budget to the ads under target and pause the rest. Fresh creatives replace the ads that fatigue.
Monthly reporting
Each month, you see spend and cost per sign-up by channel, plus sign-ups, active builders and buyers. Then we set the next budget together.

What you get

  • Conversion tracking for sign-ups and buyers, audited in week 1
  • A target cost per sign-up, agreed with you
  • New creatives every month for Google, LinkedIn, X and Reddit
  • Landing pages for your main offers
  • Weekly budget shifts based on cost per sign-up
  • A monthly report by channel, from your own analytics

From the first call to results in weeks

We skip the long discovery phase. We join your team, ship the plan in week 1 and put the first work live in week 2. From then on, you see the results every week. Each weekly report shows what worked and what we change next.

  1. Day 1Kickoff call
  2. Days 2 to 5The plan
  3. Week 2First work live
  4. Every weekThe results

These numbers count the work of the Lunar Strategy team, which runs Espressio, from 2019 until today. As of October 2026

years in tech marketing
7
clients
400+
impressions
500M+
creators in our network
5,000+
followers gained for clients
1M+
users onboarded
5M+

The launch plan, from kickoff to results

We run the whole launch: the narrative, the assets, the Creator push and the press. On launch day, we coordinate distribution across X, creators and your own accounts. Then you get a report of sign-ups, active builders and buyers by channel.

  1. 01

    Plan and assets

    We write the narrative, the creator briefs and your founder's launch post. You approve every asset and every creator.

  2. 02

    Launch day

    We coordinate the distribution of your launch post, so that it has the best chance to spread fast. Your founder posts first. Then the creators, the press and your company accounts share it at planned times.

  3. 03

    Report

    You get the launch report 5 days after launch day. It counts adoption by channel and ends with the next steps.

Every launch runs on the same playbook. Your launch date sets the timeline.

Espressio
3 days to launch2 of 7 steps done
Your launch planSample
StepTimeWhen
T−14
T−7
T−5
T−3
Day 0
Day 0
Day 5
Launch day

Founder post

Your founder posts the launch video from their own account. The creators post in two pushes.

  • Founder post, first
  • Creator push 1, about 15 minutes later
  • Creator push 2, about 6 hours later
  • Follow-up post, the next day

How we compare with in-house teams, freelancers and agencies

Most AI teams choose between four options: an in-house hire, freelancers, a generalist agency or a specialist team like ours. Each option trades off speed, channel coverage and reporting in a different way. Many teams combine them, for example one in-house marketer with a specialist team. This is how they compare.

How we compare with in-house teams, freelancers and agencies
What we compare In-house teamFreelancersA typical agencyEspressio
Who does the work Hires you recruit and manageOne freelancer per channelAn account manager and a changing teamAn account lead, and the specialists that each channel needs
Channels The channels that your hires knowOne channel for each personOften one or two channelsLaunch, GTM, creators, press, paid ads, AI search and design
Time to start Months to hire and onboardDays, for each personWeeks of onboardingThe first work goes live in week 2
Reporting In your own dashboardsEach person reports their own channelVanity metrics: views and reachSign-ups, active builders and buyers, by channel, every week

Partners and ambassadors of the AI tools that builders use

We work with the companies behind the tools that builders use every day. Our team holds official ambassador roles, co-hosts events in Lisbon and is part of partner programs. That gives our clients a direct way into these developer communities.

  • Ambassadors, Portugal

    Official OpenAI Codex ambassadors

  • Events

    Event partner of Lovable

  • Ambassador

    Official n8n ambassador

  • Ambassador

    Replit ambassador

  • Events

    Event partner of Supabase

  • Partner program

    Member of the Anthropic partner program

The team behind Espressio

Espressio is led from our Lisbon office by these four people. Every account gets an account lead plus the channel specialists it needs. The same leadership runs Lunar Strategy, our sister agency, which has run GTM for tech companies since 2019.

  • Luka Mrkić

    Luka Mrkić

    Head of BD

    Luka runs business development at Espressio and Lunar Strategy. Every week, Luka talks with founders about GTM, launch timing and positioning. Luka also writes about AI agents for growth teams on the Espressio blog.

    XLinkedIn

  • Shann Holmberg

    Shann Holmberg

    Head of Growth

    Shann leads growth at Espressio and writes about AI marketing for 36,000+ followers on X. Shann builds the agent systems that our team uses, such as an SEO workflow of seven agents. Shann also hosts the AI evenings in our Lisbon office.

    XLinkedIn

  • Tim Haldorsson

    Tim Haldorsson

    Managing Partner

    Tim founded Lunar Strategy in 2019 and has led go-to-market work for tech companies since then. Tim started as a journalist and now writes for 33,000+ followers on X. Tim also moderates panels at tech conferences.

    XLinkedIn

  • Jack Haldorsson

    Jack Haldorsson

    Managing Partner

    Jack co-founded Lunar Strategy and has built it for seven years. Jack hosts conferences for founders and mentors founders in accelerators. Jack also builds Creator Wire, our platform for creator campaigns.

    XTelegram

Guides and articles on AI tools and marketing

We publish hands-on guides on AI tools, agents and marketing workflows for AI and B2B tech teams. Each guide covers the setup and the tools, so your team can use it the same week. These are the six newest of more than 100 guides.

Read all guides

Questions founders ask before they hire us

  • What does an AI marketing agency do?

    An AI marketing agency runs go-to-market and growth for companies that build AI products. It defines the ICP and the positioning, then runs distribution: launches, founder-led content, creators, PR, paid ads and AI search. It reports sign-ups, active builders and buyers by channel.

  • What is Espressio?

    Espressio is a Lisbon-based AI marketing agency for AI and B2B tech companies. We cover technology marketing from launches and GTM to creators, PR, paid ads and AI search. The Lunar Strategy team runs Espressio.

  • Which companies do you work with?

    We work with AI labs and model companies, AI apps and agents, dev tools and AI infrastructure, and B2B SaaS. We also work with deep tech and hardware teams in robotics, space, quantum, biotech and energy.

  • Which program should I pick?

    Pick Launch if you have a launch date. Pick GTM strategy and execution if your ICP, positioning or channel mix is not clear yet. Pick Ongoing marketing if you want a fractional marketing team for every channel. Pick Performance marketing if you have early traction and want to scale with paid ads.

  • How fast can you start?

    The first work is live two weeks after the first call.

  • How much does it cost?

    Pricing depends on the program and the channels. Launch and GTM have fixed fees, and Ongoing and Performance marketing are monthly. You get the exact price in the written proposal after the strategy call.

  • How do you measure a launch?

    The launch report shows sign-ups, active builders or buyers by channel, from your own analytics. It also shows views, reach and the next steps.

  • Can you guarantee results?

    No. Nobody can promise views, press coverage or users. We promise the plan, the work, the dates and an honest report of the numbers.

  • Are you a launch agency?

    Launches are one program. After launch day, Ongoing marketing and Performance marketing continue the work month to month.

  • How are you related to Lunar Strategy?

    Lunar Strategy is our sister agency. The same team runs both agencies.

Tell us what you are launching next

Book a free 30-minute strategy call. We review your product, your launch date and your channel mix, and you leave with a first plan.

Or request a proposal

What we go through

  1. Where you areWe review your product, your traction and your launch date.
  2. What to prioritizeWe review your channel mix and budget, and tell you what to do now and what to skip.
  3. Your first planYou leave with a first GTM plan, whether you hire us or not.

With Luka Mrkić, Head of BD

Espressio

Free strategy call

  • 30 min
  • You get the details by email when you book

What you get

  • A first GTM plan that you keep
  • Advice from the team behind 400+ clients since 2019

Book a free strategy call

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