Why we started The Guerrilla Crew

An illustration of a machine grinding stacks of paper into paper airplanes.

Somewhere along the way, B2B marketing got a little… boring.

More volume
More automation
More sequences

More messages landing in more inboxes, all in the hope that, eventually, someone might reply.

We thought:

“This isn’t the way…”

So we created The Guerrilla Crew: our way of un-boring B2B marketing and bringing a much-needed fresh wave of creativity, relevance and personality back to marketing and sales.

A torn poster on a dark charcoal brick wall that reads: Fewer, more relevant opportunities. Better ideas. Fewer, but more thoughtful touchpoints. (And a reason for someone to actually want to have a conversation with you.)

The founders

Meet the founders

Adela Cepoi

Co-Founder | Strategy, Brand & Growth

With 16+ years across marketing, advertising and communications, I’ve led brand strategy, positioning, go-to-market and creative campaigns for global brands, agencies and start-ups, turning business challenges into sharper positioning, stronger engagement and measurable growth. I’ve worked across the strategy and execution gap, where good ideas too often get diluted, overworked or disconnected from what the business actually needs.

At The Guerrilla Crew, I’m bringing disruptive guerrilla creativity into B2B by questioning the obvious, spotting the gaps and turning unconventional ideas into marketing people actually notice. I’m challenging the way businesses think about outreach and creating a new approach: B2B Guerrilla.

Andrei Airimitoaie

Co-Founder | Go-to-market, Product & Operations

With over a dozen years in B2B enterprise tech, I led product development for venture-backed companies, working closely with sales & marketing teams to get what we built in front of large enterprises. What I actually cared about, underneath the features, roadmaps and pitch decks, was the human on the other end, the person who had to trust, adopt, or say yes to what we had to offer.

At The Guerrilla Crew, I use the same perspective to drive our go-to-market efforts, and the story we tell about our why. And as a product tinkerer at core, I build the tools and workflows that handle account and people research, and campaign logistics.

On AI

The big AI question

An illustration of a phone with an AI chat prompt reading 'AI plays a big part in how we work', next to a vintage telephone handset with a speech bubble saying 'but not in how we think.'

We use it to automate the account and human research and some campaign logistics, helping us move quickly and stay agile.

But all the data gets checked by us.
The ideas come from us.

The concepts are built from scratch, based on what we learn about your business, your audience and the opportunities in front of you.

Our approach

And when it comes to personalisation…

We don’t mean adding someone’s [First Name] to a template and calling it a day.

We mean finding the detail that makes someone think: “They’ve actually done their homework.”

From the first contact to the final touchpoint we’re here to be the crew behind the scenes, helping you narrow down the opportunities that matter most, then treating each one with the care, creativity and attention it deserves.

An illustration of a person painting a brick wall pattern onto a blank surface with a paint roller.

Because the goal isn’t to make more noise. It’s to become relevant enough to be heard.

An illustration of a champagne bottle popping its cork.

One last thing

And yes, before you ask:

We absolutely did use AI for some of the visuals on this website. We’re a start-up at the beginning of our journey so…cheers to that!