Workshop · Marketing to Engineering
Five technical hours in Tel Aviv, mid-November, on your own laptop: GitHub, code, APIs, MCP and agent loops, from the very first terminal command to a system that runs while you sleep. You walk into the office the next morning as a builder.
Why this workshop
For most of my career the marketer's job ended at the draft. You wrote the brief, the copy, the spec, and handed it to someone else to build. That model is finished.
Today the expectation, even for an average marketer, is to deliver to production. Not a doc for engineering to pick up next sprint. The page, the pipeline, the report, live. That means knowing how to work with the machine: what code is, how open source and GitHub work, what an API is, what an MCP server is, how they differ and how to connect them to your day-to-day.
I'm saying this with respect. The people who have run this industry for decades have knowledge and judgement nobody can shortcut. What is lagging is AI adoption. Many of them still work the way they did five or ten years ago, while a content marketer can now own a publishing system in a day, and a product analyst can send insights to every department each morning while they are asleep.
Code is how your logic gets executed. You already know what needs to happen. This day teaches you to make it happen. I have been a content marketer for as long as I can remember, and I built this workshop for exactly those people. It is far less scary than it looks, and your value goes up the moment you see yourself as a builder.
Netanel BaruchContent marketer turned builder · About
Who it is for
The agenda
Times count from the start of the day. Every block ends with something you built, not something you heard.
The job moved from drafting to shipping. What production means for a marketer, what changes in your week, and a quick check that every laptop is ready.
You buildA working setup, checked against the list sent before the day
The terminal, files and folders, and what code actually is: your logic, written so a computer can run it. Git and GitHub: repository, commit, branch, pull request. How open source works and how to use someone else's work instead of starting blank.
You buildFork a starter repo, change it, push it, and deploy it to a live URL
Request, response, JSON, API keys, and where secrets live so they never end up in GitHub. Calling a real API from the terminal, then from a script. Reading an error message instead of fearing it.
You buildA script that pulls real marketing data into a file you own
An API is a door for code. An MCP server is a door for an agent. Instructions and skills are your judgement, written down. When to use which, and how to connect an agent to the tools you already work in: CRM, docs, Slack, analytics.
You buildAn agent connected over MCP, answering a question that needs your real data
A loop is trigger, read, decide, act, check, report. We open up ones I run in production. From my work at Novu: a PR agent that researches each journalist, drafts the pitch and waits for a human approval in Slack before anything is sent; an outreach agent that scores accounts in the CRM. From my own products: a content engine with a fact-check gate that blocks anything unsourced. Then you build your own.
You buildYour own loop on your own job, such as a publishing pipeline or a morning insights report posted to Slack
Put the loop on a schedule, add the human review step, and write the instructions so a teammate or an agent can run it without you. What breaks first, and how to fix it on your own on Tuesday.
You buildA loop in production on a schedule, and a written plan for your first week back
What you leave with
Two ways to take it
A public day in Tel Aviv in mid-November for individual marketers from any company. The waiting list is open, and people on it get the exact date and venue first.
Join the waiting list →The same day, run for one marketing team only, on your own stack: your GitHub organisation, your CRM, your data. The loops people build are yours to keep running the next morning.
Ask about a private day →Next open workshop: . The exact date and venue go to the waiting list first.
Waiting list
Seats go to the waiting list first, and so do the exact date and venue. Want the day for your own team instead? Pick the private workshop and we reply to plan it.
Questions this answers
The first open workshop runs in Tel Aviv in mid-November 2026. The exact date and venue go to the waiting list first, before they are announced anywhere else. Private workshops for a single team are scheduled separately, at a date that suits that team.
No. The day starts at the first terminal command and assumes nothing. What you need is the thing experienced marketers already have: a clear idea of what should happen and why. The workshop turns that logic into something a machine runs.
Your own laptop with admin rights, a charger, and a GitHub account. A short setup list is sent a few days before, covering the terminal tools and the agent you will use. The first block of the day checks every machine, so nobody falls behind on setup.
An API is how one piece of software asks another for data or an action, and you call it from code. An MCP server wraps tools so an AI agent can discover and use them on its own. Most useful marketing systems use both, and the workshop builds one of each.
Because the point is that you ship something, and shipping takes focused time at a keyboard. A talk leaves you inspired and unchanged. Five hours with two breaks is enough to go from zero to a loop running in production, and short enough to hold full attention.
The content is the same. The open workshop is a public day where individuals from different companies sign up. The private workshop is for one team and runs on that team's own tools and data, so what people build keeps running at work the next morning.
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