Service
Scope
Messaging, ICP, Sales Enablement
Year
2025
Result
↘ The brief
For over 15 years, Relay Network has been a leader in helping businesses reach their customers with messages that drive the highest rates of conversion. Because of this, Relay’s value lands differently depending on the industry, the use case, and the title of the person buying. That makes marketing a heavy lift, because the material that wins over a healthcare CX leader isn’t the material that wins over an insurance operations VP.
Relay’s marketing team had built its model around that on purpose. Sales and marketing requests went straight to the person best placed to help, and key materials were shaped hand in hand with the rep, so every deal got the most tailored story possible. Relay wanted to keep that quality while multiplying what the team could produce.
The goal: identify, curate, and instruct a toolkit that lets marketing operate at higher speed, quality, and scale, supporting customer-facing support materials along the way, with consistent, approved messaging underneath all of it. Three outcomes were in view from the start:
campaign elements spun off existing content,
fast, high-quality video for marketing, support, sales, and customers,
personalized material for sales.
Relay also knew exactly who it was bringing in. Patricia led product marketing at Relay before founding Aptory, so the work started with someone who already knew the product, the buyers, and the team.
↘ The approach
Foundation first. Before configuring a single tool, Aptory set down the answers every draft depends on:
who Relay sells to best (the ideal customer profile),
what it says to them (a messaging hub),
which customer results it can stand behind (a client stats hub),
how it refers to its customers (approved client names and reference language).
Each piece went through senior leadership review on a weekly cadence. At the outset, leadership named one approver to represent the group. That kept the back-and-forth in one place and off the desks of the people who would otherwise be building materials. Everything that came out the other side was verified and approved for use.
Then the toolkit. Aptory recommended a video vendor and a martech vendor for the multimedia and campaign work. It configured Relay’s existing LLM to draw from the approved foundation, so it generates sales and marketing materials to the standard a VP of Product Marketing would sign off on. A design system covering brand colors and slide templates gives generated assets a consistent starting point.
Then the sales skills. On the same foundation, Aptory built two custom skills that cover early-stage sales, from first research to moving the deal forward.
Before the call: a rep says something like “I have a discovery call with [prospect], generate everything I need.” Through connectors to Salesforce and the call recorder, the skill gathers what’s known about the account and overlays the approved messaging, ICP, and client stats. It returns a research payload and four pre-call assets: a context-setting email, a discovery deck, an account one-pager, and an internal prep brief with an agenda.
After the call: the second skill takes the notes or transcript and produces a recap email, a call summary with a mutual action plan, a tailored leave-behind, and a personalized video script.
While AI call prep has become common since then, most of it pulls from the CRM and the open web. These skills and preset configurations pull from a story Relay’s leadership had already approved - their unique positioning - so the version a rep walks in with is the version the product delivers on.
Aptory handed the work to Relay’s AI Center of Excellence and the marketing team that uses it every day. They run it today and are extending it on their own.
↘ The outcome
Marketing works from one approved story, and Relay’s LLM drafts from it, so materials start close to approval. Sales prepares for calls and advances deals with skills built on the same source. The reasoning behind building it this way is simple: when the right story is also the easiest one to tell, buyers buy what the product is actually good at, which shortens the path to a decision and makes for a customer who stays.
Result
Relay Network is a leading B2C communications company whose value changes by industry, use case, and buyer. Its marketing team wanted to scale tailored material without giving up quality or consistency. Aptory built the foundation and got leadership approval on it: ICP, messaging, client stats, and client naming. On top of it, Aptory configured Relay’s LLM, recommended video and martech tools, and built two sales skills that turn a prospect’s name into a full set of discovery-call assets. Relay’s AI COE and marketing team now run and extend it.
