heyBTW

Who's in the room? Not how many registered. Who, specifically. And what you should do about it. You run events because relationships close deals. The room is the strategy. But the morning after, the room becomes a spreadsheet, and everyone gets the same "great to see you" email. heyBTW reads the room before you walk in: → Every registration auto-enriched. The gmail address becomes a Head of Growth at a named company. → Every name matched to your CRM. New or known? Open opportunity at their company? On your target list? → Every attendee scored on history. First event or fifth? Choosing your rooms three times is intent you can't buy from a data vendor. → Your team walks in with a briefing, not a list. Eight from target accounts. Three with open deals. One new Director sales has chased since January. → Follow-up splits by context. The open-opp contact routes to the AE who owns the deal. The repeat attendee gets flagged as warming. Not one blast to everyone. A list tells you the event happened. The room tells you what to do next. That's the difference between throwing a party and running a revenue program. New piece on how it works, invite to RevOps: https://lnkd.in/g3-8ZSh9

Featured in Pablo Hanono's overview of AI-native tools for partnerships. Pablo names something we have been working toward: relationship graph intelligence. The contextual signals that live outside the CRM and shape how B2B deals actually close. Partner events, co-marketing motions, and ecosystem interactions generate this data. heyBTW makes it measurable and actionable. Thanks for the thoughtful inclusion of heyBTW!

The most valuable data in B2B lives in relationships. None of it is in your systems. You fly your team to a conference. You co-host a dinner with a channel partner. You sponsor a community event. You shake hands, swap intros, build trust over months of showing up. Then your SDR agent writes a cold email to the same account your ecosystem already has a warm relationship with. Relationships source 30-50% of B2B pipeline. They accelerate deals. They open doors cold outreach never will. But that intelligence doesn't live in your CRM, your call recordings, or your meeting notes. It lives in the connections formed at events, through communities, and across your channel. And when it's time to allocate budget or prioritize an account? It doesn't exist in any system. LinkedIn figured this out years ago. Billions of professional connections, mapped. But that data is locked behind their walls. You can't feed it to your agents. You can't query it against your pipeline. And the enrichment tools that pull from LinkedIn? Your competitors have the same data you do. Jaya Gupta and Scott Brinker have both been writing about this shift. The idea that context, not just data, is what AI-driven GTM actually needs. I couldn't agree more. That's why we built the B2B Context Graph at heyBTW. Not another knowledge graph for internal documents. The relationship layer for B2B AI, built from the cross-company data that only exists in your network. Who was in the room. Who made the introduction. Which connection brought the right contact to the right event at the right moment. Mapped to pipeline your team is already working. The data compounds with every collaboration. And your competitors can't buy it, scrape it, or replicate it. I wrote up how we're thinking about this and what it unlocks. Link in the comments.

Your team runs 20+ events a year with partners. Your CFO asks what they returned. Someone opens a spreadsheet. That's the gap. And it's costing your org more than you think. After running 100+ events, here are 5 challenges I keep hearing from orgs that run partner and field events: 1. Can't defend the budget at exec meetings. A lead list isn't attribution. 2. No partner accountability. No data on who converts, so you say yes to everyone. 3. Can't accelerate pipeline. Events are top-of-funnel only when they could be moving open deals. 4. Data dies after every event. Attendee lists never feed the next campaign. 5. Hours wasted on manual ops. CSV uploads, invite planning, reconciliation. Every. Single. Cycle. The common thread isn't a lack of building great experiences. It's a lack of proof. Proof that events work. Proof that specific partners deliver. Proof that justifies doing more of what's already working. What's the first thing you think about before moving on to the next event?

The most confusing layer of GTM is partner context. A partner requests an intro to a key account. The customer success manager has never heard of them and has no idea what they do. Partner marketers walk into co-marketing meetings blind. Will the other side be organized? Will they actually deliver, or just look good in a spreadsheet? Your sales team has a mental scorecard a mile long for working with partners. One bad experience and they're done trusting you. You mapped out the whole campaign and asked sales to send invites and follow up. But you have zero visibility into what actually happened. And product? They want proof that existing customers will adopt the integration before prioritizing it. But that data doesn't exist, and they're not measured on partner-sourced pipeline anyway. Every team is flying blind. And nobody is talking to each other. This is the context gap. It's why the relationships driving 50% of new business are invisible to the very people responsible for closing deals. That's what we're fixing at heyBTW. We're bringing context to collaborative GTM. The relationships, the history, the signals that live outside your CRM. So every team can finally see what's actually moving the business.

Activate your partners through customer conference sponsorships using heyBTW Sponsor Mode.

Finding our words Since incorporating heyBTW in February, I've been searching for the right language to describe what we're building. "AI agent infrastructure for ecosystems." Too abstract. "The navigational system for your flight paths to pipeline." Too cute. "Collaborative marketing intelligence platform." Too broad. "Event attribution for co-marketing." Focused on ROI, which is the immediate opportunity. But it undersells our vision. I've had conversations with folks like Michael Katz at mParticle about system of record versus system of action. The distinction felt important but I couldn't quite land it. Then Jaya Gupta at Foundation Capital co-published a piece on context graphs, and I felt like someone had written our roadmap before we could. Her thesis: the next trillion-dollar platforms won't just store data. They'll capture decision traces, the reasoning that explains why something happened, not just what happened. Startups in the execution path can see this context. Incumbents structurally can't. That's exactly the gap we saw in B2B co-marketing. CRMs are single-company systems. They can't see cross-organizational relationships. Event platforms stop at registration. They're blind to pipeline impact. The context that explains which partnerships actually drive revenue disappears before anyone captures it. We sit in the execution path. When two companies collaborate on an event through heyBTW, we see both sides. Which accounts attended. Which touchpoints preceded pipeline. Which relationships convert. Each collaboration deepens a B2B influence graph that no single-company system can replicate. We're starting with attribution because that's what marketing teams need today. But the long game is feeding GTM agents relationship signals that don't exist anywhere else. Sometimes you build the thing before you find the language for it. Shoutout to Nazz at Nex.ai whose implementation guide on context graphs is worth reading if you're building in this space.

Last-minute gift idea: Send me your most intense partner event spreadsheets. The ones with 47 columns, 12 tabs, data pulled from 6 different sources, rainbow technicolor. What we're looking to see: How many columns just for coordination? How many data sources did you pull from? Did you have separate sheets per partner? What did you need to enrich manually? We're treating this like a holiday hackathon at heyBTW. Your real-world examples become features we build. Our goal: no more spreadsheets. Share your spreadsheet to ben@heybtw.com. Anonymize if you need to. Virtual coffee on me, consider it a stocking stuffer. Let's make 2026 the year partner marketing gets real infrastructure.