Your teams are already using AI. You just don't know where, how, or whether it's safe.
Duncan Agency helps B2B marketing and leadership teams move from shadow AI chaos to governed, measurable systems their teams own — in 4–12 weeks.
Sound Painfully Familiar?
These are the conversations happening in every B2B marketing leadership team right now.
Hidden AI Use Everywhere
Your team is already using ChatGPT, Claude, and Gemini — on company data — without any governance, oversight, or consistency. You just don't know the extent of it.
Compliance Exposure You Can't Quantify
EU AI Act and GDPR obligations are real. You don't know which tools your team is using, what data they're feeding in, or whether you're already in breach.
No Shared Methodology
Ten people in the team, ten different approaches. AI results are inconsistent, quality varies wildly, and there's no way to scale what's working.
Speed Without Strategy
Content is getting produced faster — but messaging is drifting from your customer's actual language. Faster isn't better if it's amplifying the wrong message.
Your Competitors Are Compounding
Teams with governed AI systems build capability that compounds. Without a system, your productivity gains stay individual and temporary.
Consultant Dependency, Not Capability
You've tried external consultants who built things for you. When they left, so did the knowledge. Your team needs to own this — not depend on it.
How Duncan Agency Helps
Two practice areas, one principle: build capability your team owns.
AI Mentoring
For B2B marketing and leadership teams. We surface shadow AI, design governance frameworks, and co-build structured AI systems — all EU AI Act and GDPR compliant. Your team owns everything when we're done.
- ✓Shadow AI audit and risk mapping
- ✓Governance frameworks and policy
- ✓Co-built AI workflows and tools
- ✓Customer-voice extraction systems
- ✓Team capability, not consultant dependency
AI Content Strategy
For marketing teams ready to scale content output with AI — grounded in real customer language from sales calls, support tickets, and reviews. Strategy and production working together.
- ✓Customer-voice content foundation
- ✓AI-assisted content production system
- ✓Messaging rooted in real customer data
- ✓Human-AI collaboration workflows
- ✓3x content output without quality drift
The Methodology Behind Every Engagement
Prompt → Refine → Deliver → Repeat is how we build AI systems with your team — not for your team.
PROMPT
Design prompt systems grounded in your customer's language — extracted from real sales calls, support tickets, and reviews. No generic AI outputs.
REFINE
Test, iterate, and tighten every workflow with your team until outputs consistently match your brand and your audience's expectations.
DELIVER
Deploy governed, documented AI systems into your team's real day-to-day — not theory, not demos. Working tools your team actually uses.
REPEAT
Build repeatable, scalable systems that compound over time. Your team owns the capability. Productivity gains don't walk out the door.
The published methodology
Read Prompt. Refine. Deliver. Repeat.A Practitioner. Not a Consultant.
I'm Duncan Hendy — B2B product marketing leader, AI mentor, and author of Prompt. Refine. Deliver. Repeat. I've spent 20+ years in B2B marketing, from Interactive TV to SaaS.
As Product Marketing Manager at IDEA StatiCa, I build and use AI systems daily — the same systems I bring to client engagements. This isn't advice I read about. It's what I do in production.
The difference: I co-build with your team, not for your team. When the engagement ends, capability stays in-house. No dependency. No lock-in.
Get the Playbook
The published methodology behind every Duncan Agency engagement. 22 chapters of practical AI workflows for B2B product marketers — no fluff, no theory, just the prompts and patterns that work.
Prefer a physical copy? Get the book on Amazon for €11.99
Frequently Asked Questions
The questions B2B marketing leaders ask before they engage
Shadow AI is when your team members use AI tools individually — ChatGPT, Claude, Gemini — without any governance, shared methodology, or oversight. It's already happening in most B2B marketing teams. The risk: data leakage, inconsistent outputs, GDPR and EU AI Act exposure, and productivity that doesn't compound. The first step is always to surface what's actually happening before building a system around it.
It depends on where you're starting. The Intensive Diagnostic is a half-day — you get clarity and a risk map. The Foundation Build runs full-day plus 30 days of structured follow-through. Full Transformation Partnerships run 4–12 weeks. Most clients see measurable productivity gains within the first two weeks of active engagement.
Training tells you what AI can do. Mentoring builds systems your team actually uses. We co-build with your team — real tools, real data, real workflows — so capability stays in-house when we're done. There is no dependency on continued consultancy. Your team owns everything.
The sweet spot is B2B marketing and product marketing teams of 10–50 people at companies with €3M–€50M ARR. Teams that are already experimenting with AI informally (shadow AI) and need governance, structure, and measurable ROI. If you're 500+ people or need enterprise-wide rollout, we'll point you in the right direction.
AI Mentoring is about building governed AI capability across your marketing team — systems, workflows, governance, independence. Content Strategy is a done-with-you engagement focused specifically on scaling content output using AI, grounded in your customer's language from real data sources. Many clients start with one and expand into the other.
Speaking Engagements
Practical AI insights for marketing leaders — grounded in what actually works, not what sounds good on stage.
Conference Keynotes
AI in B2B Marketing: From Shadow AI to Governed Systems
Team Workshops
Hands-on AI capability building for marketing and product teams
Panel Discussions
AI governance, EU AI Act readiness, and the future of B2B marketing teams