Scaling Neople’s content and video marketing engine

In need of a content engine to spread Neople’s AI agent story

Neople built an AI support agent that integrates directly into the tools support teams already use, automating hundreds of repetitive customer workflows, mastering company-specific knowledge, and freeing human agents to focus on high-impact work. All without the need for additional hires or tooling. 

The product is powerful, but complex. Early on, Neople had to spend time educating the market before selling. Even today, as the concept of AI agents becomes more familiar, they still face a moving target: buyers are curious, but often unsure what they’re actually buying.

But with just two people on the marketing side, initially, Neople needed help telling their B2B SaaS product’s story through consistent, polished content. They had the message, but didn’t have the resources to deliver it at scale.

Which is why they called us (that’s Unmuted, by the way) to help build a content engine that brought the story of Neople’s awesomeness to the world of customer support.

Neople’s small but mighty team needed extra firepower

Back when the collaboration started, Milan was running marketing solo, and wearing every hat. “There was a whole team’s worth of work expected from me,” he said. From content creation to paid campaigns, he simply didn’t have the bandwidth or creative power to do it all.

That’s when Unmuted stepped in, at the perfect time. 

Neople already had a strong brand, a clear ICP, and an ambitious team. But they needed a partner who could plug in fast, speak the B2B SaaS language, and help scale execution while staying flexible. “For the price of one FTE, we got access to multiple specialties,” said Milan.

“We weren’t looking for a traditional agency,” adds founder Bas Ploeg. “We needed a partner that could speak the language of SaaS and work at startup speed. We found that in Unmuted.”

From blog posts to founder videos to customer case studies

The collaboration evolved quickly. Unmuted became an extension of the team, not just producing content, but co-developing scripts, suggesting formats, and iterating fast based on input.

“We bring our ideas, you bring yours, and it ends up somewhere in the middle. That exchange is super valuable for a team our size,” said Adrie, Neople’s Content Lead.

“You bring your playbooks, but you’re flexible. We bounce ideas back and forth, edit each other’s work, and adapt fast. That’s refreshing when you’re a small team. It’s a true creative partnership.”

So far, in our collaboration with Neople, we’ve shipped:

• Founder-led content and video interviews that built brand trust
• Multiple customer case study videos (from scripting to shooting to editing)
• Strategic blog content focused on category positioning and search
• Paid LinkedIn campaign support and channel revamp

One of the standout deliverables? A full series of customer video case studies. “If you don’t have a video team, it’s overwhelming to do this yourself,” Adrie says. “Finding a videographer, aligning with your brand voice, making it look good, it’s a lot.”

“Unmuted just took it off our hands. You know our product, you ask the right questions, you manage the customer contact, and it always turns out professional, without feeling overproduced.”

According to Milan, that smoothness is no accident: “You can tell you’ve done this many times before. It’s plug-and-play for us.”

All with speed, low ego, and the right balance between polish and pragmatism.

International GTM motion with an expansion into Germany

Early on in the collaboration with Unmuted, Neople made the decision to enter the German market with their AI support agents. One of the biggest challenges of entering a new market? It’s quite likely no one knows about your business (yet).

Neople figured out exactly how to go about changing this. First of all, they decided to set up shop locally, and rent an actual, physical office in Berlin. Next, they made sure to attend each and every relevant local conference or event possible. 

But they also realized they needed localized social proof. Which is why, as soon as they got their first big customer in, Neople asked us to help them record a customer video case study. Check out the resulting video with the Berlin-based soft drinks industry company, HOLY, here:

Aside from helping visualize and expand social proof in the new DACH market, we’re also currently helping the Neople team set up paid advertising campaigns in this region. How’s that for international expansion?

What’s next for Neople and Unmuted?

With a strong marketing engine in place, Neople is ready for the next phase: exploring new verticals and going beyond e-commerce. “We’re getting closer to our original vision: AI that feels like a co-worker, not just a tool,” said founder Bas Ploeg.

As the company evolves from a niche player to a broader AI agent for customer service brands, their content needs are shifting too. From sharp product explainers to broader storytelling, the roadmap is expanding and so will the collaboration with Unmuted.

“We’re not hiring any marketers soon,” Adrie said. “So we need to keep producing just with the people we have. That’s why Unmuted stays valuable.”

Founder Bas Ploeg sums it up best: “You’re not just executing. You’re helping us shape how we show up.”