Ben Roodman’s Post

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.