Monday will be one of the biggest days in Strategy Breakdowns history.

It's not a course.
It's not a community.
It's not a paid newsletter.

It's software!! Solves a problem I've had every single day for the last 2 years.

Not vibe-coded slop.
Built with 2 technical cofounders.

Some folks spotted this one coming.
Someone even found the site and signed up (genuinely not sure how??)

Any guesses what it is? First correct one gets in before Monday 💬

Can’t wait to share it with you all!

Strategy Breakdowns finally becomes a product studio.

— Tom

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The what: a TLDR explanation of the strategy

A huge part of the Strategy Breakdowns business is working with our sponsors.

So I feel guilty that we haven't modernised our media kit (where potential sponsors learn about us) with the latest and greatest AI GTM tools in a long time.

We recently rebuilt it from scratch with a new tool called Ploy, and we haven't looked back.

Here’s why:

AI has made building websites basically free and basically instant, but that hasn't solved a deeper issue every builder faces:

→ Your site is a snapshot from the day it launched, and it decays from there.

Teams sit on backlogs with changes worth making, but with never enough resources to tackle everything.

That new landing page, fresher copy, or tighter funnel never ships, because it’s never urgent enough. It keeps getting pushed to "next week", every week.

For many companies, their website is the most valuable asset they own, and also the most neglected.

Ploy, from Webflow co-founder Bryant Chou, is a $27M bet that the webpage should be a living employee.

One that audits, rewrites, optimises-for-conversion, personalises, and follows up on its own. We wanted to see for ourselves, so we handed it a real, mission-critical job of ours - lead capture for sponsors.

Here’s how it went down…

The how: the playbook boiled down to 3x key takeaways

The second we signed up, Ploy took our strategybreakdowns.com domain and ran a full AEO audit, answer engine optimisation, or how well AI search can read and cite the site.

This immediately builds authority and trust in the product, and sets up the next step.

Ploy then pre-emptively lays out the 3 opportunities it recommends going after next:

For the media kit project, opportunities #2 and #3 were perfect.

Onto the rebuild.

So we gave Ploy our media kit.

One prompt for a rough re-build, then after some nudging, chatting, and clicking elements to fine-tune the details, we came out with something shippable:

Then we built another. 1 for startups, 1 for enterprises. Different copy. Different logos. But the same underlying structure.

Everything was ready to go.

Then, a few days before this piece hit your inbox, Ploy shipped something called PloyDB.

It’s essentially a database of templatised content, so 1 case study, directory or form can be multiplied into thousands of personalised versions.

For example: PloyDB can pre-generate a personalised page for every target account (e.g. all well-funded tech companies actively sponsoring newsletters), then route each visitor to their own custom page by matching their email.

It's a completely new GTM structural layer.

Clay literally already runs this across its target accounts (their speed to lead report is the live example), and broke down exactly how in a webinar with Ploy. Pretty wild stuff at their scale.

Clay is a bit bigger than Strategy Breakdowns, so we started with 6 ABM pages:

This machine starts compounding when you wire Ploy into the sales cycle:

→ You send an outbound email…
→ with a page built just for that prospect…
→ which they use to book a sales call…
→ whose transcript feeds back into Ploy…
→ which drafts a proposal, live ROI calculators, a business case and a follow-up sequence

Custom pages are a start. But here's how we'll be taking it further.

Ploy knows who's reading. The page de-anonymises the company viewing it and scores how qualified/warm they are, then pipes that to your CRM.

It converts on its own. It keeps rewriting positioning, copy and CTAs around what's working, so conversion climbs while we sleep.

We stay cited. It scans for SEO, AEO and GEO (generative engine optimisation) gaps in the background and self-improves, so we keep showing up in AI answers.

It also comes with Ploybooks. Packaged, community-built workflows we can run instead of starting cold. Think Granola recipes, but for your website.

The bigger idea Bryant Chou is chasing is an internet where pages are self-improving loops that get better on their own, the meeting point of algorithm and design.

Companies like Clay are showing what this looks like in practice. Here’s exactly how they did it.

And if you want to get started on Ploy, they hooked you all up with 50% off the first month!

The where: 3x high-signal resources to learn more

Clay runs personalised pages across thousands of accounts. This is them showing exactly how, built on PloyDB, start to finish.

→ How their in-house creator Alex built the entire lead magnet on Ploy
→ Pre-generating a page per target account, then routing each visitor to theirs by email
→ Wiring it into the sales cycle, so the page books the call and drafts the follow-up

And here’s the webinar if you’re more of a video-learner.

The clearest look at ABM 2.0 running at real scale.

A full end-to-end walkthrough of Ploy with their founder and head of Growth. From signup and the instant AEO audit to building a page and letting it re-optimise itself.

Worth a watch to see "the agentic web" in action.

The exact page we built for this breakdown, live and rewriting itself over time.

Pop in your email and click around: it de-anonymises the person viewing, enriches and scores them, and reshapes the pitch for whoever it thinks you are.

This is just the MVP. We’re building lots more awesome stuff with this.

Now go steal the idea for your own marketing sites :)

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