About
About Northbound
Northbound Digital Ltd builds AI operating models inside B2B SaaS marketing teams and hands them over. It is founded and led by Robbie Maltby, and he does the work.
Who runs it
One operator, named
I'm Robbie Maltby. I came to marketing from direct sales and worked back up the chain: search first, then paid, then the copy, and then the automation, tracking and code that sit underneath all of it. That is how I ended up owning whole acquisition engines for growth-stage B2B SaaS companies.
The operating model exists because I needed one. Covering that much ground alone only became possible once models could do the drafting, and it only became safe once the checking was designed in. The claims register, the cross-model review and the sign-off gates are the reason I trust what leaves a workflow. I built them inside a real marketing team, and I run them there today.
On an engagement I do the work: the interviews and the map, the builds alongside your owners, the documentation and the training. There is no delivery team behind me, which is the reason the number of engagements running at once is small, and the reason the transfer has to be real.
Robbie Maltby
Two sites, two things
Northbound and robbiemaltby.com
Northbound is the company and one defined offer: install the operating model, then hand it over. robbiemaltby.com is the person, the wider professional background, and the independent work I take on outside Northbound. They are related and they are not the same thing.
If you want the acquisition-engine guides, the longer history or the independent work, that is the place to look.
The wider background, the writing and the client reviews are at robbiemaltby.com (opens in new tab).
Where the evidence comes from
Built inside one team
The systems on the model page were built from 2024 onwards inside the marketing team of one B2B SaaS company, where Robbie works as an independent contractor. They are the source material for the model. They are not a Northbound client case study, and they are not a measurement of what installing the operating model does.
The work product belongs to that company, and so do the performance figures it produced. This site describes each system at the level of how it works and publishes no results from it. That is the rule the model applies to a client's numbers too: a figure appears only where its owner has agreed to it.
The company
Company details
Northbound Digital Ltd, registered in Scotland, company number SC581326.
Northbound Digital Ltd is the data controller for anything this site collects.
Northbound Digital also runs Bitcoin Studios, a venture studio building Bitcoin-native companies. It is a separate line of work and has nothing to do with an engagement here.