StartupCookie is an AI-native content & GTM agency for B2B SaaS. Co-founders Barbara Jovanovic and Sam Claassen run every engagement themselves. Custom AI agents handle the production work, so two senior people can ship what a full team normally does.
Two co-founders
Month-to-month
Meet Barbara
The person behind the record-breaking podcast episode, and the AI workflow it covers.
Barbara Jovanovic is co-founder of StartupCookie. Before starting the agency, she was head of content at a Y Combinator startup. She also writes the Potentially Creative newsletter.
She led a workshop for the Ben's Bites community, Cascading content: How to repurpose your content using AI, on the repurposing system we use with clients.
Every week she co-hosts Two girls, one Claude with HeyReach's Bojana Vojnovic: a live show where two marketers build real content systems with Claude and Claude Code. Recaps land on Substack.
More interviews and features are on our press page.
Barbara walked the HubSpot team through exactly how we run the agency in "How I Run A 0-Employee Marketing Agency With AI Tools". It became the most-watched episode in show history, with 151k+ views.
Watch the episode on YouTube
How we work
Barbara and Sam run every engagement themselves. Two senior people, a deliberate client cap, and no layers in between.
We build custom agents that handle the repeatable production work. That leverage is how two people ship the output of a full content team, without hiring one.
Every strategy call, edit, and decision comes from a co-founder. Nothing gets handed off to a junior team, because there is no junior team.
We cap the roster at six clients. The cap keeps both co-founders close to every account, and it is why the model works.
You can stop any month, with no long-term commitment. Onboarding takes 2 weeks from kickoff to first published asset. You give 1-2 hours per week of input, and programs compound in 90-120 days.
Meet Sam
Sam Claassen is co-founder of StartupCookie and the byline behind the guides and service pages on this site. Authority Magazine interviewed him in "5 Tips for Your B2B Marketing Strategy" (October 2023). You can also find him on X.
See what we offer on the services page, or see the results in our case studies.
Clients
Month-to-month, no long contracts.
Book an intro call