Different
Different Labs, Inc. · Different: AI Marketing System That Plans, Launches and Optimizes B2B Demand Gen Campaigns
Different is an AI marketing system that plans B2B demand generation campaigns, writes the LinkedIn and Google ads, landing pages and account-personalized emails for each step, launches them once you approve, and shifts budget and messaging while they run. It is for lean B2B marketing teams that have more campaigns in mind than people to run them.
Best for
US-based B2B companies with a small marketing team running ABM, new-logo and nurture programs on LinkedIn, Google and email with HubSpot as their CRM (and HubSpot or Marketo for email), who want one system to write, launch and adjust campaigns and are fine buying through a demo and contract
Not ideal for
Teams outside the US, B2C or e-commerce advertisers, teams whose paid spend is mainly on Meta, TikTok or YouTube, teams whose CRM is Salesforce until that sync ships, and anyone who wants to try it self-serve or see a price list first
Who it's for
Heads of marketing and demand generation leads at US-based B2B companies with small marketing teams
Capabilities
- Shared context of your products, audiences, offers, creatives and past results, connected once and used as the starting point for every campaign
- Campaign planning from a goal: recommends the audience, message, channels and budget, informed by what worked before, for you to approve
- Multi-step journeys across LinkedIn ads, Google Search ads and retargeting, landing pages and email, where each step runs on a schedule or when an account takes an action such as visiting a page or filling a form
- Asset creation per step: ads and landing pages per persona or segment, and emails per account, persona and intent, with the option to edit one asset or apply an edit across hundreds
- Guardrails that block off-brand content, unapproved claims and ad policy violations, plus evals that score each asset for quality, brand voice and audience fit
- Approval before launch, then execution: launches ads, sends email from your domain, hosts landing pages on your subdomain and syncs accounts, contacts, leads and engagement with your CRM
- In-flight optimization of budgets, bids and creatives within ranges you approve, with one budget across channels and suggested message, offer and budget tests to approve or dismiss
- Failure handling for rejected ads, failed list syncs and budget pacing: Different fixes what it can, for example rewriting a rejected ad for your approval, and flags the rest
- Sales alerts and CRM updates when a contact replies, books a meeting or an account shows buying intent
- AI search visibility tracking that shows where AI engines mention you for buyer questions and recommends content to close the gaps
- MCP connections to tools such as Clay, Apollo, Instantly, Google Drive, Notion, Slack and Figma to pull briefs, files and data into a campaign
Limitations
- Offered only to businesses based in the United States, through a demo and a signed agreement; the website terms say there is no self-serve sign-up
- No public pricing; the terms say pricing shared in a demo is confidential
- Paid channels are LinkedIn Ads and Google Ads only. Reddit Ads is listed as coming soon, and Meta, TikTok and YouTube ads are not mentioned
- Two-way CRM sync works with HubSpot today, while Salesforce is listed as coming soon, so teams whose CRM is Salesforce cannot get CRM sync yet (Marketo is supported for email sending only)
- No public product documentation or API, and no self-hosted option
- Built for B2B demand generation; its official pages describe no consumer marketing, organic social posting or blog publishing features
- Launched publicly on October 20, 2026, and the only customer results so far come from Different's own case studies
Use cases
- Running a new-logo campaign that reaches ICP accounts with LinkedIn ads by persona, sends clickers to segment-specific landing pages and emails anyone who fills a form
- Running account-based marketing for a list of named accounts, emailing known CRM contacts from day one and reaching the rest of each buying committee with persona ads
- Nurturing inbound form fills with persona-specific emails and matched LinkedIn audiences, and alerting sales when a lead visits pricing or replies
- Helping close open deals by emailing known stakeholders with content for the deal stage and reaching people sales has not met on LinkedIn
- Running event invites, reminders and follow-ups, with a recording email for people who registered but did not attend
- Running a competitive takeout campaign with comparison pages and switch ads limited to claims you have approved
Our take
Different makes sense for a small B2B marketing team whose bottleneck is execution: writing persona and account variants, wiring LinkedIn, Google, email and landing pages together, and keeping it all running. Because one system writes and runs every step, it can connect results across channels, which separate content tools and ad optimizers cannot. The constraints come from Different's own material. It is US-only and sold by demo and contract with no public price. Paid coverage is LinkedIn and Google, and Salesforce sync has not shipped. All the evidence so far comes from the vendor. Teams on HubSpot CRM who fit that profile should run the pilot workshop on two or three plays and check results against their own CRM and ad account data before handing it more of the funnel.
Who should use it
Heads of marketing at US-based B2B startups and mid-sized companies on HubSpot CRM (with HubSpot or Marketo for email) who run ABM, new-logo, nurture and event programs on LinkedIn, Google and email, and want one system with a strategist to write, launch and optimize them.
Who should skip it
Companies outside the US, consumer and e-commerce brands, teams that rely on Meta or TikTok ads or use Salesforce as their CRM, teams that need an API or self-hosting, and buyers who want to test with a self-serve trial and published price before talking to sales.
Strengths
- Writes the ads, landing pages and emails and also launches and runs them, so one system covers planning through optimization
- Journeys react to what accounts do across channels, and results from one channel feed tests in the others
- Nothing goes live without approval, and in-flight budget changes stay inside ranges you set
- Emails can be personalized per account, persona and intent, not only per segment
- Handles operational failures such as rejected ads and failed list syncs instead of letting campaigns stall
- Includes a marketing strategist, and the company states SOC 2 Type II and ISO 27001 certification and no training on customer data
Weaknesses
- Demo and contract only, US businesses only, with no public pricing
- Paid channels limited to LinkedIn and Google for now
- Salesforce sync is not available yet
- No public docs or API
- Brand new, with only vendor-published case studies
Different pricing
Custom
Contact sales
- Demo and signed agreement required; no self-serve sign-up
- US-based businesses only
- Includes a marketing strategist from Different's team
- Trials or pilots need a separate written agreement
Note: Different publishes no pricing, and its website terms say pricing shared in demos is confidential. Getting started is a workshop to pick two or three plays, run as a pilot. Campaigns run in your own connected CRM and ad accounts.
Technical specs
Modalities
Text
Where Different excels
ABM program for a two-person marketing team
Different can email known contacts at named accounts, reach the rest of each buying committee with LinkedIn persona ads, personalize landing pages by account and alert the account owner when several people at the account engage.
Finding wasted LinkedIn spend
Because it runs the ads and reads results back, it can show where paid spend reaches companies outside the target list and tighten targeting. One customer quoted on Different's homepage describes this.
Vertical campaigns for several industries at once
It writes messages and proof points per industry across ads, pages and email, then shifts budget toward the verticals that respond, which is hard for a small team to do by hand.
Different vs. competitors
Different vs. Mojo
Mojo by Demandbase is a B2B marketing agent that connects to Google, LinkedIn and Meta ads, Salesforce and Marketo (HubSpot is early access in its docs) to launch campaigns, check tracking, watch pacing, move spend and audit lead flow, with four write modes, a free plan and a published $200/month Plus plan. Different covers a similar launch-and-optimize loop but puts more weight on creating the assets: it writes the ads, landing pages and account-personalized emails, hosts the pages and runs them as one journey, and it is sold by demo with a strategist. Mojo fits teams that want an operator for an existing paid media and ops stack, including Meta and Salesforce. Different fits lean teams that also need the campaign content made.
Different vs. Blaze
Blaze is a self-serve or managed AI marketing platform for small businesses that plans and publishes social posts, blogs, email and ad content and manages Google and Meta campaigns. Different is narrower and aimed at B2B demand generation, with account-based journeys across LinkedIn and Google ads, landing pages and email synced to a CRM. Blaze suits small businesses that need content across many channels, and Different suits B2B teams running ABM and pipeline programs.
Frequently asked questions
What does Different do?
Different is an AI marketing system for B2B demand generation. You set a goal and approve its plan. It then builds a journey across LinkedIn ads, Google ads, landing pages and email, writes the assets for each step and, once you approve them, launches and runs the campaign. While it runs, it adjusts budget, bids and creatives within your limits and saves what worked for the next campaign.
How much does Different cost?
Different does not publish pricing. Access is sold through a demo and a signed agreement, and its website terms say pricing shared in a demo is confidential. To start, you connect your own CRM and ad accounts.
Is there a free trial or self-serve plan?
No. Different's website terms say the platform is offered only through a demo and a signed agreement, with no self-serve sign-up, and that any trial or pilot needs a separate written agreement. Its demo page says you can try a sample campaign within hours and usually launch a first production campaign within a week.
Which channels and tools does Different work with?
Channels are email, LinkedIn ads, Google ads and landing pages hosted on your subdomain, plus AI search visibility tracking. Today it integrates with HubSpot, Marketo, LinkedIn Ads, Google Ads and Google Tag Manager. Salesforce and Reddit Ads are listed as coming soon. Through MCP it also connects to tools such as Clay, Apollo, Instantly, Google Drive, Notion, Slack and Figma.
Does Different launch campaigns without approval?
No. You approve the strategy and every campaign before launch, and you can edit any asset. After launch, Different changes budgets, bids and creatives only inside the guardrails and ranges you set, and it asks for approval on suggested tests and rewritten ads.
Is Different available outside the United States?
Not currently. Different's website terms say it offers the platform only to businesses based in the United States.
Does Different train AI models on customer data?
Its privacy policy says Different does not use customer data to train or fine-tune AI models, and that its agreements with third-party AI providers do not allow them to train on it. The demo page says it is SOC 2 Type II and ISO 27001 certified and signs a data processing agreement with every customer.
Different vs Mojo by Demandbase: what is the difference?
Both are B2B marketing agents that launch and optimize campaigns in your ad accounts and CRM. Different also writes the ads, landing pages and account-personalized emails and runs them as one journey, and it is sold by demo with a strategist. Mojo focuses on operating paid media and marketing ops across a wider ad and CRM list, including Meta and Salesforce, and has a free plan and published pricing.
Integrations & fit
About Different
Different came out of stealth on October 20, 2026 after about a year of refinement with early customers. The workflow has seven steps. You connect your products, audiences, offers, creatives and past results once as shared context. You give it a goal, and it recommends the audience, message, channels and budget for you to approve. It then maps a journey across channels and writes the assets for each step: ads and landing pages per persona, and emails per account, persona and intent. Nothing goes live until you review and approve it. After that, Different launches the LinkedIn and Google ads, sends email through HubSpot or Marketo (or its own sending if you have no email system), hosts landing pages on your subdomain and keeps HubSpot in sync. Steps run on a schedule or when an account acts, for example a follow-up email after two landing-page visits. While campaigns run, it adjusts budgets, bids and creatives within ranges you set, suggests message and offer tests, fixes rejected ads and failed list syncs where it can, and saves what worked by persona and channel for the next plan. It also tracks how AI answer engines mention your brand and suggests content to fill the gaps. The main difference from ad-account optimizers is that Different writes the content and runs the whole journey across ads, email and pages, so results from one channel can shape the others. The tradeoffs are about access and coverage. It is sold only to US-based businesses through a demo and a signed agreement, with no self-serve sign-up and no public pricing. Paid channels are LinkedIn and Google only (Reddit is listed as coming soon), and Salesforce sync is also still coming soon. Different publishes no product docs or API. Onboarding includes a marketing strategist from Different's team.
Updates from Different
Different Labs launched Different, an AI marketing system that runs B2B demand generation across email, LinkedIn ads, Google ads and landing pages, and announced a $48 million seed round led by General Catalyst with participation from Lightspeed Venture Partners.
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