My Big Idea: revenue content platform Turtl

Hi Nick! What's your elevator pitch?

Turtl is the first Revenue Content Platform, built to help B2B marketers turn content into pipeline and prove its impact on revenue. Our built-in AI assistant, Hatch, helps marketers with smart content creation, including personalisation and performance optimisation, and gives insights into content’s commercial value.

We’re based in London and support hundreds of global marketing and sales teams, including at AWS, Cisco, Aviva and Informa.

Why does the market need you?

For many years, content was viewed as a must-have by company leaders and marketers, because it represented the latest, innovative way to attract customers. But that honeymoon period is over and, in a time of economic uncertainty, marketers must now prove the worth of the content they produce. Almost half of the marketing leaders in a recent poll we carried out said they have felt a growing expectation to deliver revenue.

The problem is that while companies spend millions creating the likes of white papers, videos and blogs, they then rely on outdated measurements to try to work out if they’ve been successful. Things such as report downloads, likes and clicks tell you if people have engaged with something but not whether they’ve actually bought your product or service, as a result.

We close this revenue gap by giving marketers much more in-depth insights linking content to actual sales and growth. We use behavioural, firmographic and intent data and analysis. This might, for instance, identify people who revisit key sections of marketing material frequently. For example, readers coming from LinkedIn might engage more deeply than those from X, even if the latter post had more engagement. This helps sales teams focus on the people who seem most interested in their products, target them individually, saving time and closing more deals. These insights also show how well content is performing in actually generating revenue.

Turtl’s AI assistant, Hatch, helps marketers create personalised content quickly and at scale, too. Hatch takes into account everything from previous topic interactions to funnel stage, precise role and sector to produce anything from presentations to proposals that resonate with individual buyers and companies, rather than just being based around general personas. This is likely to lead to more conversions.

Where is the business today?

It’s in a really exciting position, particularly as AI’s capacity to produce content and measure its effectiveness grows.

We’re working with some of the biggest and fastest-growing brands in the world in a wide range of sectors, such as tech, finance, and professional services. And we’ve now got more than 80 employees.

There have been some great success stories, too. Our personalised, interactive content has helped companies double their lead volume, cut production time by 90% and bring in millions of pounds in revenue.

What made you think there was money in Turtl?

I used to be a software engineer and product designer, creating things like exam systems for the Royal College of GPs. In 2015, I was doing some work at Oxford University with Turtl co-founder Mark Sallows when we became fascinated by the research some academics were doing into the psychology of how we receive and process information. There’s almost a list of do's and don'ts that you should follow if you want people to engage, and, crucially, remember and be influenced by your content.

I felt like a lot of the marketing material I received as part of my job seemed to be doing exactly the opposite of what the research was suggesting. So I thought there was a good opportunity there and we started working on what became Turtl.

Tell us about the business model

We’re a SaaS platform and customers can subscribe to different plans, based on factors such as the number of users, how far they want to drill down into content-performance analytics, and the level of AI assistance.

The standard benchmark for SaaS businesses is about an 80% margin, and we’re above that.

How do you market the company?

When we started, we didn’t know much about how to market ourselves, so we’d just turn up to events and talk to as many people about Turtl as possible. Then we started doing fun stunts like staging mock demonstrations at a conference, holding up placards saying “No more PDFs!” to promote the more interactive reports our platform can help create.

We do more conventional, corporate marketing and pitching to clients, too, of course. But in November, we went to a conference with team members dressed as Wizard of Oz characters to launch a report on the future of ABM. You need to do something unconventional and memorable to cut through the noise.

What are your biggest strengths?

We’re incredibly innovative. There’s a lot of things we’ve done first, particularly around linking content to revenue. Our data collection, processing and insight-gathering capabilities are well ahead of the market. We’ve tracked over 35 billion content interactions – such as clicks, scrolls, reading time – so we know what really captures attention and creates sales.

We have some terrifically enthusiastic and engaging people on our team. That really comes across at events, when they are talking to potential customers.

What is the secret to making the business work?

You can't talk and listen to your customers enough. You shouldn’t expect them to tell you what they want, because they often don't know, but they can definitely tell you their problems. It’s up to you to find a practical solution for them.

When we’ve struggled a little as a business, it’s because we've not been communicating with customers enough or in the right way.

You need to make sure you have the right people in the right seats in your company, too – different roles and skills at different stages of the business. When someone has reached a point where you need them to upskill or perhaps move on, you have to be honest but respectful, recognising what that person has done for you.

What funding do you have? Is it enough?

We’re cash generative, so we have an infinite runway, as it were.

What is the future vision?

We want to be part of the wider movement that makes all marketing more financially accountable, not just content. Companies must find ways to measure in much more detail the impact on growth of everything from brand messaging to product design.

In the more immediate future, we want to get to a place where every marketer who’s under pressure to demonstrate revenue creation looks to us for help. Our goal is to reach £20 million annual earnings in the next couple of years.

Nick Mason is CEO and co-founder of Turtl, the first Revenue Content Platform, which helps B2B marketers measure content’s impact on pipeline and revenue. Its built-in AI assistant, Hatch, supports smart content creation, personalisation, and performance optimisation. Nick was recently recognised as One to Watch in the 2025 LDC Top 50 MostAmbitious Business Leaders programme.

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