Lobi joins Fast Growth Advisors: the B2B content marketing agency co-founded by Michel Crestin brings its editorial production to the firm’s messaging work. For B2B startups, the move creates a continuum between defining the messaging and deploying it in content. One team builds the message, then writes it. Existing Lobi clients now have access to the full offering.
Why Lobi joins Fast Growth Advisors: what problem does it solve?
Because each of the two firms kept running into the problem the other one knows how to solve. Lobi has been producing B2B marketing content since 2018, for tech companies that need to explain what they do to demanding audiences: white papers, in-depth articles, newsletters.
One pattern kept coming back.
Clients arrived at Lobi without structured messaging. Before it could write anything useful, the agency first had to understand, and often reconstruct, the positioning of the company it was about to give a voice to.
Fast Growth Advisors had the opposite problem. Our messaging work produces frameworks, value propositions and sales narratives. But the editorial execution (turning that framework into 12 blog posts, 4 case studies and a monthly newsletter) stayed with the client.
Who did not always do it.
Yet a framework that stays in a document changes nothing in the pipeline, and content written without a framework tells a slightly different story every time it is published, depending on who writes it.
Both flaws mirror each other. On one side, a solid message that nobody spreads; on the other, a steady flow of content that rests on no stable message. Each of the two trades could see the other half of the problem without being able to fix it alone, for lack of skills or of a mandate.
Bringing the two together closes that gap: messaging gets built, then deployed, by the same team.
What does it change in practice for B2B clients?
Three changes, affecting the point of contact, the purpose of the content and the way Fast Growth Advisors produces it.
One point of contact, from diagnostic to content. No more briefing a content agency on messaging it did not build. Whoever defines the four axes of the framework (Who, What, Differentiator, Value) also produces the content aligned with it, in the same team.
It all starts with the diagnostic. Its methodology scores 8 dimensions out of 10, and the editorial plan is then written on that basis, not on a hunch.
Content that converts, not content that fills. Lobi’s editorial SEO expertise, combined with the messaging framework of Fast Growth Advisors, produces content that serves a precise commercial objective. Every article, every white paper is built to move the prospect forward in the sales cycle.
An article that serves no stage of the sale costs money and brings nothing back.
The editorial AI dimension. Lobi had started integrating AI into its production workflows. That work now joins Fast Growth’s agentic approach and the NOMO IA platform.
AI agents do not replace writers. They structure the editorial work, check consistency with the framework and speed up production, while the judgment on what to say, to whom and in what order stays in the hands of the team.
For a client, the benefit shows up as continuity: the same vocabulary from the website to the white paper, with no loss of meaning between two providers.
Who is Michel Crestin, co-founder of Lobi?
Michel Crestin is an unusual profile in content marketing, who moved from consumer brands to B2B tech. After running Budget France (consumer B2C), he moved into B2B digital with one conviction: tech companies needed media, not brochures.
In 2018 he co-founded Lobi, then Cooldrive and Affikeys.
His specialty: understanding the business reach of a technology and translating it into content that decision-makers actually read. Not content for search engines. Content for the humans who make buying decisions.
Michel joins the Fast Growth Advisors team as co-founder and partner, in charge of content strategy and editorial direction.
His role: making sure every piece of content produced for a client stays true to the message defined upstream, from the first blog post to the last newsletter of the year.
FAQ
Does Lobi continue to exist as a separate brand?
No, Lobi no longer exists as a separate brand.
Lobi’s activities are integrated into Fast Growth Advisors. Existing Lobi clients now benefit from the firm’s full offering: messaging, content and editorial AI. For them, as for new clients, the firm recommends starting with a messaging diagnostic before any content is produced.
Are content marketing services available without the messaging work?
Yes, but Fast Growth Advisors recommends starting with a messaging diagnostic.
Producing content without a structured framework is decorating a house with no foundations. The diagnostic makes sure every piece of content produced serves the right message for the right buyer, and that articles or white papers tell the same story as the website and the sales pitch.
Who leads content strategy at Fast Growth Advisors?
Michel Crestin, co-founder of Lobi, now co-founder and partner of the firm.
He is in charge of content strategy and editorial direction at Fast Growth Advisors. After running Budget France, he co-founded Lobi in 2018, then Cooldrive and Affikeys. His specialty is translating the business reach of a technology into content that decision-makers actually read.
Does AI replace writers at Fast Growth Advisors?
No: AI agents assist writers, they do not replace them.
Lobi had started integrating AI into its production workflows, and that work now joins the agentic approach of Fast Growth Advisors and the NOMO IA platform. The agents structure, verify and speed up editorial work; the judgment on the message stays human.