PistachioWe turn your email list into a newsletter that drives pipeline.
A B2B newsletter your buyers open every issue, built and run end to end. Stay top of mind through long buying cycles, and get a list of the warm leads after every send.
Which sounds like you?
“We keep meaning to start one.”
Everyone agrees you should own your audience. Nobody has the hours to name it, plan it, write it and keep it going.
“We had one, then we got busy.”
It started strong, then the cadence slipped. Now it goes out when someone finds the time, and the open rates show it.
“We've just raised and need a real content motion.”
The board wants pipeline, and a few scattered posts won't get you there. You need something that compounds every week, not a campaign that ends.
“Honestly, we just want leads.”
Fair. That's why every send comes back with the in-ICP people who opened, clicked and replied, ready for your team to follow up.
You can't build trust in a scroll.
Most B2B teams are good at getting attention and good at closing. The part in between, where a buyer comes to trust you over months, is owned by nobody. That's the missing middle, and it's where most pipeline quietly leaks away.
A newsletter is the one channel you own outright. No algorithm decides who sees it. It's where people choose to hear from you every week, long before they're in market, so when they are, you're the name they already trust.
How it runs
A few weeks of strategy, then a newsletter that goes out on time, every time. You give feedback. We handle everything else.
Strategy first
Every small decision made for you. Who it's for, the name, the editorial angle, the format, the send day and cadence, and how success gets measured. Decided once, properly, before the first send.
Built from your expertise
Interviews with the people in your company who know what your buyers want to learn. Every issue is built from what they actually said, so it reads like an insider wrote it.
Written, designed and sent
We handle the writing, the design and the tech, in the platform you use or one we set up. Writing it well and sending it on time is our job, not another line on yours.
Distribution that grows it
A newsletter only grows if the right people keep finding it. Founder content on LinkedIn and lead magnets built from your best-performing topics pull your ICP onto the list.
Reporting that ends in pipeline
Subscriber growth and engagement, but mainly replies, conversations booked and qualified pipeline traced back to the content.
Every send comes back with a list of names.
Signal scores everyone who opens, clicks and replies against your ideal customer profile, across the newsletter and your social posts. After every send, your team gets the in-ICP people who engaged, ready for a warm follow-up.
Lists that grow, and pipeline that grows with them.
Atono came to us with an ad-hoc Substack and under 100 subscribers. We rebuilt it with a clear editorial identity and a steady cadence. One lead magnet drove around $250k in pipeline, with open rates above 60%.
“Working with Pistachio has been really easy. They're responsive, it takes a load off my plate, and all I have to do is give feedback, the rest is just handled.”
TestFeed went viral on X, then watched the hype fade in days. We built a waitlist and a weekly build-in-public newsletter that held a 60% open rate and turned readers into engaged beta testers.
“We needed an audience before launch, but more than that, we needed the right audience of people who actually understood the problem we were solving. This nurture campaign did exactly that.”
Why not just hire a newsletter writer?
| Doing it in-house | A newsletter writer | Pistachio | |
|---|---|---|---|
| Getting started | Stuck on a hundred small decisions | You still make most of them | Decided for you before the first send |
| Your time | Hours every week, with no end date | Briefing and editing every issue | Interviews and feedback, about an hour a week |
| Consistency | Skipped whenever something urgent comes up | Depends on one person | A team, on a fixed cadence |
| Growing the list | A signup box on the site | Not in scope | Founder content and lead magnets feeding it |
| Who engaged | Open and click rates | Open and click rates | A scored list of in-ICP readers after every send |
| Measured in | Opens | Opens | Conversations and pipeline |
Questions we get asked
Do you write it, or do we?
We do. Strategy, writing, design and sending are all handled. Your team takes part in short interviews so the content carries real expertise, then gives feedback on drafts.
Will it sound like us?
Yes, because it's built from what your people actually say. The strategy phase sets the voice, and every issue starts from an interview rather than a blank page. Nothing goes out without your approval.
We only have a few hundred subscribers. Is that too small?
No. Atono's list was under 500 when one lead magnet drove around $250k in pipeline. What matters is that the readers are the right people, and growing that list is part of the work.
Which platform do you use?
Whatever you already use, whether that's Beehiiv, HubSpot, Substack or something else. If you're starting from scratch, we'll recommend one and set it up.
How often does it go out?
Fortnightly or weekly, set during the strategy phase based on your audience and how much there is worth saying.
Is this just a newsletter?
The newsletter is the hub, but it's never on its own. Founder content and lead magnets grow the list, and Signal turns engagement across all of it into warm leads.
What does it cost?
It depends mostly on cadence and how much distribution sits around the newsletter. We scope it on a call, once we know what you're trying to achieve.
How long do we commit for?
Engagements start with a three-month minimum, then run month to month with 30 days' notice to adjust or pause.
Own the audience your pipeline depends on.
We work with a small number of B2B companies at a time. Whether you're starting from nothing or reviving a newsletter that's gone quiet, send through a message and let's talk.