Channel veteran Mitchell Feldman has vowed to help vendors and channel partners “smash the iron triangle of marketing” with his new AI-fuelled agency.
The former RedPixe CEO co-founded Jam 7 in February with Microsoft alumni Jason Nash, after admitting he found his time out as a passive investor “boring”.
The B2B tech marketing agency is “fuelled by AI agents”, Feldman told IT Channel Oxygen.
“Jason and I took all our learnings about what good marketing looks like, in terms of language, activity and architecture, and have trained AI to do that job,” he said.
“In the usual iron triangle, you can’t have quality, speed and cost all at the same time – you have to choose two. When it comes to AI, we’re actually smashing that iron triangle because you can now do everything.”
Best known for heading up Microsoft partners such as TIG and RedPixie (as well as helping XRAI Glass get off the ground with fellow former Microsoft partner leader Dan Scarfe), Feldman said he is more than ready to throw himself into his next venture.
“I thought I could retire and just sit there and be a passive investor into all these businesses – and it was really boring,” he said.
AI “production line”
Jam 7 has created a “production line” of AI agents to hone its clients’ marketing output, Feldman explained.
“One knows about brand, another about copy and another about research. The last one is the copywriter that puts it into British English,” he said.
“We’ve built our platform to be agnostic of the large language model. The brain we’ve created is all the artefacts and DNA of [the client’s] business, so at every point in time it’s considering the DNA of the business.
“I can ask it to create a content calendar for the next two years, based on such and such a product, for CIOs. And it will write me every single artefact, from whitepapers to blogs, to content to social media – one button and it’s done.”
Nash added: “With large language models, the more you feed them, that’s what gives you the high-quality output. Putting creative prompts in there and linking them together in chains, this is some of the stuff we’re using in the background to get that high-quality output, which makes all the difference.”
Human touch
Now exiting stealth mode, Jam 7’s “dream team” includes not only Feldman and Nash but also former Just Eat Data Scientist Ben Marshall, SEO expert Michael Jankowski and head of marketing Jack Hardy.
The ‘Jam’ stands for ‘Jason and Mitchell’, with ‘7’ being their lucky number, he revealed.
This human expertise is “the jam that sits on the top of the AI”, Feldman explained, stressing their expertise is critical to “get the AI to do what we want it to do”.
Some “80%-90%” of the channel “haven’t really understood how to present their story to the world”, he asserted.
“Some of them are trying to sell the wrong products to the wrong people or industries,” he said.
“At the beginning of the validation phase, we actually turn around to the customer and say your baby is ******* ugly – rather than most agencies who say ‘tell me your story, and we’ll turn it into something beautiful’.”
He concluded: “We’ve been working with some friendly clients up until now, making loads of mistakes and getting them out of the way before we go big. We’ve got to the magic now.”
Doug Woodburn is editor of IT Channel Oxygen
