B2B marketing masterclass

The MSP industry's natural inclination is to focus on technical integration. But here's the reality: your clients don't care about your internal systems.

Acquiring new customers (43%) and revenue growth (37%) top the list of MSP concerns according to Datto's latest industry research. But by the time a prospect reaches out to your MSP, they've already decided who they'll choose.

Discover how MSPs can unlock sustainable growth by adopting Warren Buffett’s strategic advertising principles, focusing on brand visibility, consistency, and building emotional connections with their audience.

“Dull is expensive commercially,” says Adam Morgan, a seasoned advertising veteran and partner at Eatbigfish. Many MSPs appear indistinguishable from one another, so what is this lack of identity actually costing you?

Many MSPs find themselves caught in a frustrating cycle of uniformity. And the effort to differentiate from the competition can feel like an uphill battle. So how can you stand out in the sea of sameness?

Why MSPs thrive with strategy over tactics. 
Let's delve into why MSPs should prioritize strategy over tactics, and the immense opportunities this shift can unlock.

Are B2B marketers really going to lose their jobs with the emergence of AI? We can't help but ask if all that remains for us humans in the marketing world are mundane tasks and crunching numbers. Read on to find out how exactly you can compete with automation’s increasing presence.

While AI tool comes with their own pros and cons, the five discussed here provide the best combination of features needed when it comes time to identify those potential high value customers quickly and efficiently. And the right AI toolset in place can ultimately lead to higher quality conversions overall.

There’s no denying that B2B marketing departments are starting to realise that, if done correctly, ABM can get them where they’re going much faster when integrated into a larger B2B marketing strategy. There’s data to back up this realisation: 97% of respondents say ABM generated a higher ROI than any other marketing strategy.

Content marketing/lead generation/inbound marketing/activation - whatever you want to call it - works better when you have already established a strong brand. When you have a strong brand you have built trust in your market so layering lead generation campaigns on top of a strong brand has a better chance of success.

There’s no getting round it. Brand building takes time and an investment that won’t see an immediate return. It won’t fit neatly into the quarterly sales quota. If your entire strategy has been predicated on closing with that 5%, you could well see an uncomfortable gap while you change tack. But then, then there’s the payoff.

At Squaredot, we’re all about helping B2B tech brands grow famous faster. If there is such a thing as a cheat sheet to generating leads, then ‘fame’ is this shortcut. It puts brands onto shortlists with less effort, helps salespeople get a direct line through to key stakeholders, shortens sales cycles and helps get them over the line...

We recently surveyed Irish B2B marketers on their plans, strategies, budgets, tools, and tactics for 2021 and beyond. We wanted to assess the health of the market in the wake of global lockdowns resulting from the pandemic and see how B2B marketers were faring.

Those of us of a certain vintage will remember the immortal lines from Saturday night telly: “I am not a number, I am a free man!” as Patrick McGoohan scampers round Portmeirion chased by a big balloon. If you could suspend your disbelief for long enough, you could identify with this chap desperate to escape the shackles – physical and metaphorical – of his anonymous existence and break out into full, individualistic technicolour. 

What do you think of when someone mentions ‘B2B Marketing’? A forest-worth of whitepapers and more gated content than Reading Gaol*? Perhaps it’s events with another suitcase, another conference hall and a three-day diet of danish pastries and a rubber chicken. Actually, right now we really miss the rubber chicken. 

Whether it’s the best a man can get, finger lickin’ good or probably the best lager in the world, one thing is for sure, consumer marketing always sought fame.

Not many B2B brands champion that zeitgeist. 

Most never try. 

Ferrari has recently been announced as the most valuable brand in the world for the second time by Brand Finance. And it got me thinking about what B2B marketers could learn from this Italian luxury sports car

Our story is telling yours.

As a B2B marketing agency, that’s our remit, but just for this blog we’ll delve into the story behind the story and tell you a little about us. Specifically how we pivoted our position in the market and broadened out our service offering. Perhaps it might spark some ideas for your own brand.

As kids, I doubt many of us ever wanted to grow up as B2B marketers. For a start, it never had the cool street cred of consumer marketing and secondly, there just weren’t many marketing courses and college modules dedicated to B2B.

Squaredot was very proud to feature recently in the acclaimed Catalyst magazine. In the article we go deep on why your strategic positioning is critical for B2B brand growth. 

One day, it was business as usual, the next day, an existential threat started banging at our doorstep. For many B2B tech companies, you may have no reason to pivot your offering. But you will need to be sensitive in your messaging.

What does a cold and wet morning, nearly 80 of Ireland’s top B2B marketers and a panel of esteemed business leaders make? In one word (or hashtag) the answer is #GreatB2BMarketing