Killer B’s in B2B - Balance
There has been a definite shift towards humanising B2B marketing and this recognition has been long overdue. Talking to your audience purely in rational, logical terms simply won’t cut through the clutter. Also, we’ve all been handcuffed to short-term lead generation KPIs for years now while we ignore the benefits of longer-term brand building.

"The journey Squaredot took us on has been transformational for Arkphire’s business. In a very collaborative way, they challenged our thinking; helped us to research our target markets and our buyer persona’s within those markets; reimagine and reposition our business propositions and finally rebrand our business. All of this played a pivotal role in Arkphire being found on the global stage and ultimately culminated in our sale to Presidio for €120 Million less than a year after our rebrand."
"The work Squaredot did, gave depth to our story that elevated our ability to have bigger conversations. This work was part of a collection of efforts that has resulted in some of the biggest contracts Auxilion have won in our history."
"We enjoyed working with the team from Squaredot, they came to understand our business quickly and started adding value soon after. They showed a deep level of expertise and commercial acumen.”
"We do a lot of modern technology projects, but we also do a lot of what we refer to as 'legacy' infrastructure transformation. A lot of infrastructure companies are either very conceptual, or very nuts and bolts, bridging this gap is what we do best. Thanks to Squaredot’s invaluable work, we now understand the value of this unique market position—and, more importantly, how to communicate this value to our clients.”