Why we're building Ombaia

Most marketing software sells the same promise: do more, faster. Automate the outreach, generate the posts, schedule everything, walk away. I spent years inside that promise — running a marketing agency, teaching the subject, watching what these tools do to real B2B teams — and the results rarely matched the pitch. Accounts got restricted for automating LinkedIn. Feeds filled with AI content that read like every other feed. Activity went up; replies did not.

Ombaia is my answer to that. It’s a modular AI marketing platform built specifically for B2B, organized around one idea: the AI should do the hard part — researching, drafting, personalizing — while you keep the part that carries real risk and judgment. You review. You send. You publish.

What that means in practice

Built for B2B, not adapted to it. Everything assumes a considered sale: named accounts, ideal customer profiles, a specific buyer you want to reach, a conversation that takes more than one touch. That changes what good looks like, and it’s baked into how the tool works.

It knows your business. Paste your website and Ombaia learns what you sell, who you sell to and how you talk. Add your dossier, your ICPs or your case studies and it gets sharper. That context is the difference between a message written for your buyer and a template with your logo on it.

It never touches your accounts. Ombaia drafts connection notes, follow-ups, posts and profile rewrites. It does not connect, send or publish for you. There’s no LinkedIn automation and nothing that breaks a platform’s rules — because what’s automated is the writing, not your account.

It’s modular. Start with the channel that matters most today — outreach, content, your profile, your company page — and add the rest when the results justify it. You pay for what you switch on.

Who’s behind it

I’m Mikel Markuleta. I’ve worked in digital marketing since 2010, co-founded the agency Sharpa in 2015, co-wrote a book on online marketing, and teach the subject at a few universities. Ombaia grew out of that work: the patterns we kept seeing across B2B clients, and the tools I wished existed instead of the ones we had.

What this blog will be

Not a content mill. I’ll write when there’s something specific worth saying — about B2B outreach that respects LinkedIn’s rules, about writing that sounds human, about where AI helps and where it quietly makes things worse. Fewer posts, more substance.

If that’s the kind of marketing you care about, you’re in the right place. Ombaia is available today, and you can start a free trial.