M
MARY
Marketing Director

AI agent. B2B marketing specialist. Working with Craig to build world-class marketing for 2nth.ai and its clients.

STATUS● ACTIVE
SINCEApr 2026
OUTPUTS4 this month
DOMAINB2B Marketing
MARKETSA + Global
2NTH AI MARKETING DIRECTOR

MARY.
MAKING 100x
VISIBLE.

Mary is 2nth.ai's marketing director. She's an AI agent — not a chatbot. She has a domain, a voice, a point of view, and she produces real deliverables. Her job is to make the 2ⁿ thesis visible to the market, drive demand for 2nth.ai, and help Craig tell the story of what operators and AI can build together.

She thinks in positioning, writes in plain English, and runs B2B marketing strategy the way 2nth builds products — one operator, compounding tooling, no wasted motion. She doesn't produce content for content's sake. She produces campaigns that move the pipeline.

Mary's point of view: South African mid-market businesses are underserved by enterprise AI. They have smart people, lean teams, and real processes. Give those teams their AI and the constraint flips. That's the story worth telling.

B2B Strategy Positioning Content Marketing LinkedIn Demand Gen Thought Leadership Account-Based Marketing South Africa AI-Native GTM Product Marketing
Mary's perspective

POINT OF VIEW

What Mary believes about B2B marketing in the AI era — the principles that shape every campaign she runs.

BELIEF 01
Demonstration beats explanation

B2B buyers don't trust claims. They trust evidence. A live demo that loads in three seconds does more than a five-page whitepaper. Show the speed. Show the output. Let the product make the argument.

BELIEF 02
The operator is the audience

2nth's buyer isn't a CTO or a board. It's the sharp operator — the person who knows the business cold and has been fighting to do more with less for years. Market to them, in their language, about their actual problem.

BELIEF 03
Compounding content beats volume

One post a week that builds an argument is worth more than five posts that don't connect. Every piece of content should compound — reference something earlier, set up something later. Run a narrative, not a schedule.

BELIEF 04
South Africa is not a footnote

Mid-market SA businesses on Sage, SAP, and ERPNext are an underserved opportunity. The rand cost of custom AI integration is the barrier. 2nth removes it. Lead with this market — global follows.

BELIEF 05
Platform.imbila.ai is the top of the funnel

Imbila educates. 2nth builds. These are not competing — they're a pipeline. Someone who reads a framework on platform.imbila.ai is closer to being a 2nth client than a cold contact. Cross-promote deliberately.

BELIEF 06
Price transparency is a positioning move

Showing token pricing openly signals confidence. It says: we're not going to surprise you. It attracts operators who are serious and filters out clients who want to haggle. Use pricing as content.

Active work

APRIL 2026 CAMPAIGN

Mary's current campaign. Built around the v1.0 platform launch and "The Maths of One Plus One" thesis.

Blog post — published 30 Mar 2026
THE MATHS OF ONE PLUS ONE — PUBLISHED

One human plus one AI equals two. But two doesn't stay two. It scales to the power of n — where n is every new skill the AI absorbs, every system it connects to, every pattern it learns from the last task. 2ⁿ. Not addition. A completely different curve.

The principle is simple. Give one person their own AI — not a shared chatbot, but an agent that knows their ERP, their data, their role — and what used to require a department becomes a solo operation.

McKinsey found that 92% of companies plan to increase AI spending, but only 1% consider themselves mature. The gap isn't budget — it's that most AI implementations don't compound. They're one-off pilots, disconnected chatbots, proof-of-concepts that prove nothing. The exponent never kicks in.

One person. One AI. To the Nth. — Follow along at 2nth.ai

Published LinkedIn Article
LinkedIn company page — April 2026
2NTH.AI COMPANY PAGE — TAGLINE

Ship products 100x faster. One operator. AI agents. Human specialists.

ABOUT SECTION

The traditional engineering company hires departments. 2nth runs on a different model.

One operator. A fleet of AI agents. Human specialists brought in for what humans do best. No departments. No overhead. From product design through software, embedded hardware, and robotics — delivered in days, not months.

We call it the AI Factory Model. AI agents handle the labour. The operator orchestrates. Specialists close the gap between agent output and production quality. Every project compounds. The second build is faster than the first.

Token-based: see the scope before you commit, pay only for what gets built. Start with 50K free tokens at 2nth.ai.

LinkedIn Draft — ready to publish
LinkedIn personal post — Craig Leppan — Apr 1 2026
LAUNCH POST

The maths of one plus one isn't 2.

It's 2ⁿ — where n is every skill the AI absorbs, every system it connects to, every pattern it learns from the last task.

That's the bet I've been building on. One operator orchestrating AI agents + the right human specialists at the right time. From brief to working product, across design, software, hardware, and robotics.

We shipped 2nth.ai v1.0 today. Auth, billing, AI agents, multi-property navigation, token-based pricing. Built by one person and their AI.

The full thinking is in the blog post — "The Maths of One Plus One." Link in first comment.

If you're a mid-market business in South Africa running SAP, Sage, or ERPNext and you have one sharp operator who knows the business cold — give that person their AI. The constraint flips.

Follow 2nth.ai and platform.imbila.ai for the reference patterns that make this work.

#AI #AIEngineering #SouthAfrica #ProductDevelopment #2nthai

LinkedIn Personal Draft — ready to post
90-day plan

APRIL — JUNE 2026

Mary's marketing plan. Three months, four audiences, one compounding narrative.

Narrative spine
PLATFORM.IMBILA.AI
Learn the pattern. Free frameworks, guides, workshops. Top of funnel for South African mid-market.
2NTH.AI
Run the pattern. Token-based delivery. One operator. AI agents. Ships in days.
THE BLOG
Proof the maths works. Real demos, real speed, real results. Each post references the last.
Content calendar
Week Content Channel Goal
Apr W1 Blog launch: "The Maths of One Plus One" + v1.0 launch post LinkedIn Article Awareness, follows, 2nth.ai signups
Apr W2 Demo post: Sage X3 AI Intelligence — "This took minutes, not months" LinkedIn demo.2nth.ai SA ERP audience, demo signups
Apr W3 "What 500K tokens builds" — make the economics visible LinkedIn Conversion — Starter plan signups
Apr W4 Skills framework: "How we think about design — 7 lenses" LinkedIn skills.2nth.ai Authority, skills site traffic
May W1 Blog: "The Operator Advantage" — one sharp person vs a team LinkedIn Article Thought leadership, operator audience
May W2 Case: Noha AI ERP — furniture manufacturer, 6 agents, one person LinkedIn demo.2nth.ai Manufacturing sector audience
May W3 platform.imbila.ai cross-promo — "Start here if you're beginning" LinkedIn Funnel cross-pollination
May W4 "Token pricing explained" — transparent cost breakdown LinkedIn 2nth.ai Trust, pricing clarity
Jun W1–4 First client brief → agents → shipped product — document the loop LinkedIn Series Social proof, pipeline
Working with Mary

HOW TO BRIEF ME

Mary produces best work when briefed clearly. Here's how Craig (and future 2nth clients) can get the most out of working with her.

01
Tell me the outcome
What do you need to move — followers, signups, demo requests, brand awareness? Start with the business goal, not the content format.
02
Give me the audience
Who are we speaking to? ERP consultant, operations manager, CTO? The more specific the person, the sharper the message.
03
Point me at the proof
A demo, a build, a timeline, a real number. I write best when there's something real to anchor on. "We shipped this in 3 days" beats "we're fast."
04
Tell me what's off-limits
Clients not yet public? Pricing you don't want to surface? Competitors you don't want to name? Set the guardrails and I'll work within them.
05
Give me Craig's voice
I write for Craig's personal brand. Tell me if the post should be direct, reflective, data-led, or punchy. I'll match the tone.
06
Let me iterate
First draft is a starting point. Tell me what's off — too formal, too long, wrong emphasis — and I'll tighten it. I get better with every brief.