01
Unknown
They don’t know you exist.
Content role
Earn the first impression.
Independent B2B content practiceToronto
B2B Content
Operator.
Work you’re
proud of.
Shape your point of view, strengthen your voice, and turn the work inside your company into content people remember.
Run by DUO founder Justin DeMarchi, with 9 years inside B2B tech teams across North America and Europe.
MOCA · Toronto · 2026
Ways to work with DUO
01 · Fractional
Fractional Content Operator.
A senior B2B operator embedded in your team. Owning the systems that turn ideas into published content.
See how it works →02 · Productized
Founder LinkedIn.
Founder voice on LinkedIn at a consistent cadence. Live extraction calls, AI workflows, mixed-media production.
See the system →
On perspective
The work changes when the angle does. A different light, a different room, a different weight to what mattered yesterday.
About
I'm Justin. I run DUO,
an independent B2B content practice.
Eight years inside B2B teams across SaaS, IoT, ed-tech, AI, and a few years doing government comms. DUO is the practice I built for lean teams that need consistent content production with senior judgment behind it.
Engagements take one of two shapes. Embedded, where I run your content end-to-end. Or Founder LinkedIn, a productized system for founder voice.
AI sits inside the production layer. The point isn't just to ship faster. It's to ship better, more consistently.
Based
Toronto
Years
8+
Regions
CA · EUUSCA · EU · US
Justin DeMarchi · Toronto
The Trust Ladder
Every touchpoint
shapes perception.
Over time, those signals build
familiarity, confidence, and trust.
- 02Familiar
They’ve seen your thinking more than once.
Content roleStay useful and recognizable.
- 03Trusted
They believe you understand the problem.
Content roleProve perspective with substance.
- 04Chosen.
You’re the clear next conversation.
Content roleReduce risk and make action easier.
- 01Unknown
They don’t know you exist.
Content roleEarn the first impression.
- 02Familiar
They’ve seen your thinking more than once.
Content roleStay useful and recognizable.
- 03Trusted
They believe you understand the problem.
Content roleProve perspective with substance.
- 04Chosen
You’re the clear next conversation.
Content roleReduce risk and make action easier.
Consistent work · Clear point of view · Compounded over time
Dundas West · Toronto
Clients
“
Justin helped us position our brand as a trusted authority, providing real value through one of the top-performing channels.
Armin Baig
Director of Sales & Marketing, Kritik
“
Justin helped strengthen our global presence by clearly communicating differentiators in quality, innovation, and advanced asset intelligence.
Dan MacGregor
Co-Founder & CXO, Nexxiot
“
Justin has a real talent for brand storytelling. He knows how to craft a narrative that resonates and makes your company stand out.
Nick Jones
Co-Founder, Classet
Selected clients
2021–2026
2021–2026
Writing
Writing from inside the work.
Operating2026.04.14
The fractional trap, and the quiet way out of it.
Most fractional engagements fail for the same structural reason. It has nothing to do with the work, and everything to do with the meeting on Tuesday.
8 min readRead →
Content2026.03.28
Why founder content rarely sounds like the founder.
A short defense of the interview. Against the templated post, the thread generator, and the strategist who has never met the operator.
6 min readRead →
AI Workflows2026.03.11
An agent is a teammate with a bad memory.
Notes from six months of shipping custom AI workflows inside B2B teams. Where they earn their keep, and the four places they consistently do not.
11 min readRead →
Studio Notes · Delivered every Thursday
A weekly letter on content, tools, and AI workflows.
One piece of writing, sent Thursday mornings. Read in five minutes. For operators building B2B content systems.