Go hands-free with your hero content.
Turn customer insights and subject matter expertise into campaign-ready B2B hero content, done for you in just 8 weeks.
“As a marketer, Nick helps me save time. He does a lot of that heavy lifting and thinking for me. Being that end-to-end package; knowing that it’s built from scratch but ends up as something fully done and ready to activate, that’s one of the main things I love about iLABs.”
Matt Conway, Global Head of ABM, TXOne Networks
You already have the insights, the experts and the stories to build authority in your space.
So, what’s the issue?
the execution problem
Interviews drag. Drafts get stuck in review cycles. Deadlines stretch.
What should take weeks takes months, and before you know it, you’re shipping content for content’s sake.
The Value Problem
You have plenty of great material to work with but somehow, you still end up publishing content with no clear POV…
…just ticking the content box and missing another opportunity to get your prospects talking.
Sales teams start knocking. Marketing is on the hook. Your target audience isn’t biting…
And next quarter’s campaign is already staring you down. You can either repeat to fade or disrupt the cycle and publish content worth creating.
Introducing iLAB:
Insight-led, authority-building content
A done-for-you service for resource-strained B2B marketers, iLAB turns your subject matter expertise and customer insights into hero content built to drive authority with perspectives only your brand can own.
There is no secret sauce, just a proven process that removes the heavy lifting: Eight weeks, four interviews, one topic and a single, campaign-ready asset designed to stop the scroll and start the right conversations.
Move beyond the echo chamber. Give your audience original insights that get them talking.
Here’s how it works…
Front-loaded with an approval framework so you can step back knowing everything’s in hand from the get-go, iLAB works in five phases:
Make your hero content the easiest win of the quarter.
Kick-off to campaign ready, here’s how TXOne Networks went all-in on their ABM content…
What’s Included?
Signed. Sealed. Delivered.
From day one to job done, iLAB is designed to move faster than your to-do list. While every iLAB project flexes to snap into your preferred way of working, you can always expect the following deliverables:
1 x fully-branded digital content asset (PDF, HTML microsite* or agreed platform format)**
1 x content blueprint
2 x interview question sets and supporting slip sheets
2 x 45-minute subject matter expert video interviews
2 x 30-minute customer interviews
3 x formal feedback rounds
A real-time project timeline (via Monday.com)
Always-on communication with Nick Pryke
Bespoke graphic design creative aligned to brand and content guidelines**
All raw source files, interview recordings and transcripts provided
Creative consultation and strategy recommendations
No templates. No jargon. No white noise. Just human content that hits easy and lands hard.
* Microsite assets are POA and incur an additional charge
** Excluded from iLAB Lite.
“Nick worked closely with us to shape a tailored ABM campaign that spanned multiple segments, bringing both strategic insight and creative thinking to the table. The content itself is incredibly strong – clear, compelling and perfectly pitched for each audience. We’ve already booked him for our next project, which says it all!”
Kellie Collins, Head of Marketing, Alcumus ISOQAR
ilab Pricing
One process. 3 ways to bring it to life.
ilab light
Enjoy the full iLAB experience minus graphic design.
Ideal for:
Teams that want valuable insights and pure-play copy but already have an in-house designer with the bandwidth to handle asset production.
Investment: £5600
ilab Complete
Get campaign-ready with everything in the standard iLAB deliverables list.
Ideal for:
Teams that want to go hands-off with a done-for-you service and a marketing-ready asset for immediate activation.
Investment: £7200
ilab data
Go one step further with the standard iLAB deliverables, plus one master proprietary dataset for interpretation and narrative positioning.
Ideal for:
Teams that want to go deep on quantitative analysis and have the data to do so.
Investment: £8700
LOOKING TO SHAPE A SERIES?
Tiered discounts are available for multiple iLAB projects.
iLAB bolt ons
Every hero needs a sidekick (or two).
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Drive organic traffic to your hero content asset and landing page.
Includes:
4 x nurture emails
4 x LinkedIn posts
Investment: £1000
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Target audiences via paid traffic to your hero content and landing page.
Includes:
6 x LinkedIn single image/display/video ads (copy & design)
Investment: £800
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Create supporting hub content from your main hero content, deepening engagement and expanding touchpoints.
Includes:
A range of content, from infographics and shatter articles to microsites and video snippets.
Investment: POA
Eight weeks back in your hands. And it all starts with a 30-minute call.
“Nick has a rare talent for turning complex tech into clear, compelling messaging. Working with him is effortless. He gets the brand, nails the tone and makes even the most advanced concepts feel relatable. If you need copy that connects and converts, Nick’s your guy.”
Sara Dalsfelt, Partner & CMO, Adway
Hey, I’m Nick. I’m the hands.
I work with B2B marketing teams to turn their hidden insights into hero content that earns attention and builds authority, without adding to the echo chamber. Even better? I save them time, kill logistical headaches and alleviate that crushing marketing pressure in the process.
Before launching The Glue Between in 2022, I spent 12+ years working with some of the world’s biggest B2B brands shaping ABM content, leadership discussions and editorial narratives across every industry. (Yes, even that one.)
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I cut my teeth as an Editor and Presenter back in the days of print publishing, before going behind the scenes to drive growth as a Client Services Director, Operations Director, and finally as a Creative Director for a large B2B events and insight provider.
Today, I write globally for one of the Big Four, Emcee senior executive events, and help B2B companies and ABM marketers tell stories that no one else could tell. That’s why I created iLAB: to deliver hero content that sounds human…because it is.
No fluff, no platitudes, just real insights from people who have been there, done that.
“It was a real privilege to have someone like Nick come in and take care of everything from beginning to end. We lined up the subject matter experts and customer; Nick interviewed them really well…and literally took care of it all from there, which was a huge positive for our marketing efforts this year.”
Joe McKay, fr. Marketing Lead, Work Perfect
Isn’t this just another eBook?
That’s exactly where most brands slip up: filling space instead of sparking conversation. Writing from cookie-cutter safety instead of sharing real insight. What’s worse is your audience only realises when it’s too late – and by then, you’ve already lost their trust. iLAB flips that on its head.
Every project starts with real voices, honest opinion and a proven process to reveal what your brand actually knows that no one else can.
What you get is a hero asset rooted in perspective and originality, not just another 15 pages of marketing eBook beigeness destined for the B2B bin.
here’s what sets ilab apart
Insight first, always
Every iLAB asset starts with a framework and interviews, not a blank page and a writer hoping for inspiration. The content builds from evidence and experience, not recycled talking points.
The Speed of One
An effortless process and always-on communication, minus the agency price tag. With a dedicated project and creative owner (me) delivering the goods, we can streamline delivery and do away with bloated teams.
Authority, activated
The format is but a vehicle; it’s what in it that counts. Engineered to drive targeted conversations and position your brand as experts, iLAB insights live long past your campaign peak.
“I had the pleasure of working with Nick on a highly demanding project: the creation of an industry-specific research report involving numerous stakeholders, interviews and moving parts. He’s far more than an excellent writer. Nick became an integral part of our team and consistently went above and beyond what you’d expect from a copywriter. He acted as a partner, project manager and a thought partner, challenging our ideas and contributing directly to the success of the project. I can’t wait to work with him again.”
Sara Stella Lattanzio, B2B Marketing Leader & Advisor
Ready to create content your audience values, not just views?
Let’s grab 30 minutes to chat about what you’re working on and where your best insights are hiding.
Handy to know
Frequently Asked Questions
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Of course. While the majority of the assets I create fall under client NDAs, I do have approved examples I can share in our initial meeting should we both agree iLAB is the right fit for you.
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You’re responsible for the initial outreach and scheduling with internal experts and customers via your preferred video conferencing platform. I’m responsible for everything else – from question sets and conducting the interviews, to sending thank you notes and follow ups.
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When it comes to interviews, less is more. Ideally, only one person from your company should join a session in addition to myself and the interviewee. However, if a customer feels more comfortable with a team around, that’s the aim of the game and not a problem at all.
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Depending on the sensitivity of the relationship (especially with clients), I can take a lead or keep communications in-house with you. Either way, we’ll agree on responsibilities during onboarding.
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That’s absolutely fine and can happen. We can either add in another subject matter expert to interview or ghostwrite a foreword from an internal business leader as a replacement.
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Absolutely. All source files, interview recordings, transcripts and draft content will be zipped up along with your hero content at final delivery, ready for any future repurposing.
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You own all content in its entirety once final payment has been received; I reserve the right to use the content for marketing and promotional purposes aligned specifically to iLAB and The Glue Between Ltd. No confidential information pertaining to internal processes, commercial or otherwise sensitive data is to be shared publicly by either party.
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If we are working on iLAB Complete or iLAB Data, the only work outsourced is to a graphic designer for the purposes of asset creation. All client service requirements and communications will remain between us for the duration of the project. No other work is ever outsourced or subcontracted.
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An initial invoice for 50% payment of the total cost upfront secures the project before onboarding, with a final invoice for 50% raised upon submission of the final asset(s) to you.
Any bolt-on content requested after the project has commenced will be added to the final invoice.