About us

Where we came from

We’ve been the same team for 25 years. Bread & Butter is our third company together.

Both times before, we built software businesses from a handful of people to hundreds of employees, with a marketing department on one side and a sales team on the other. And both times, the same argument ran through the building. Sales said marketing wasn’t sending good enough leads. Marketing said sales wasn’t closing the leads they sent. There was never a shared record of what a lead had actually done, so both sides were right and nobody could prove it.

We tried to buy our way out. A CRM that cost tens of thousands a year. Heat maps and user-event tools for a few thousand more. A chatbot for a few hundred a month, which nobody could staff: visitors asked sales questions, salespeople wouldn’t sit on standby for chat, and marketers didn’t want to promise things they couldn’t deliver. Along the way we added social sign-in so our own customers could get into their accounts faster, and it worked. But it was one piece of a much larger set of tools, and the tools never talked to each other.

Every one of them recorded a slice of the same visitor. None of them told us who was serious.

The moment everything changed

Somewhere in the middle of that, we looked at what we’d built and made a decision: whatever we did next would be the bridge. One place where marketing and sales look at the same person, the same journey and the same score, built for the kind of company we’d always been, a small business that can’t afford a stack of tools or a consultant to run it.

At the same time, we’d stopped liking what those tools did. Reverse IP lookups guessed who someone was from their connection, and were often wrong: a home connection or a VPN, not the company they claimed. Bought lists put people in front of us who had never asked to hear from us. Ads followed visitors around the web for weeks. It felt creepy, and it worked less well than it promised. We wanted the next company to be built on what people actually do on your site, and on nothing else.

Our mission

Give sales nothing to do, and give marketing the tools to do better.

For sales, nothing new to learn. No extra dashboard, no chat window, no second login. The lead arrives where the rep already works, in the CRM, Slack or their inbox, with the research done, the journey attached and a first email drafted.

For marketing, proof. Which campaigns bring buyers rather than clicks, which pages hold serious visitors, which sources are worth more of the budget. A marketer should be able to walk into a leadership meeting with evidence of what’s working and a case for growing it.

Our vision

Marketing that’s precise without being creepy. Every growing business, however small its team, able to know its buyers as well as the biggest companies do, without crossing lines its own customers would never accept.

Ethical marketing, not surveillance

We only see what happens on your own website. No third-party cookies, no following people across the web, no guessing who someone is from their IP address, and no bought data to name your visitors. Nobody is named until they choose to engage with you: a form, a subscription, a purchase. From that moment, the whole journey they took to get there comes with them.

We follow your visitors’ consent choices, anyone can remove their personal information, bots never count as buyers, a person on your team sends every email, and your data is never sold.

We think ethics and results go together: data people give willingly is more accurate than data guessed about them. Read our full ethical marketing statement.

Why “Bread & Butter”

People ask. Look the phrase up and you’ll find the same definition everywhere: the thing a business depends on. The core. The revenue. Your bread and butter is what pays for everything else.

That’s what we work on. Not vanity metrics, not traffic for its own sake, but the leads that become customers and the customers that keep the lights on. The name is a reminder of what the product is for.

Find what works, then do more of it

Every visit teaches Bread & Butter what a serious buyer looks like on your site, and every deal you mark won teaches it what a customer looks like. From there, Lookalikes finds new people who look like the ones you’ve already won, researches them, and delivers them to your team a few at a time.

It runs alongside the analytics and CRM you already have, and replaces neither. There’s nothing to configure, no consultant to hire, and nothing for your sales team to change.

Headquartered in Vancouver, BC.

Have more questions?

Answers live in the knowledge base.

Every article is also in your AI assistant through our MCP server: ask it how to do anything in Bread & Butter and it answers from the same pages.

Install it. That’s the setup.

Minute one · Install
Add it to your website in a minute
Nothing to map, nothing to configure, no fields to wire up.
And everything else. See installation instructions for 40+ platforms
Day one · It starts working
Your visitors scored, more of them turned into leads
From the first visit, every visitor is recorded and scored on how ready to buy they look. Your existing forms, newsletter and checkout already count, and our one-click conversion tools catch the people your forms miss. Each lead is researched before you call: role, company, what they read.
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Every day after · In your tools
Your leads arrive in your CRM, already researched
Each lead arrives in your CRM or your data warehouse as an Intelligence Brief: who they are, their company, what they read, why now, and a first line to open with. Updated every time they come back. Your key events flow back into GA4. Nothing new to open, nothing to replace, and when you want more, ask your AI assistant anything.
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