---
title: B2B Resources | Squaredot marketing agency | Article
description: Article | What is it about B2B we love? We just love B2B tech storytelling and we have no end of marketing opinions, advice and tips for you. Browse at your leisure
---

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B2B Marketing insights

# B2B marketing masterclass

We love B2B storytelling. And over time we’ve formed our own marketing narratives, opinions, advice and tips. We tease out what are B2B’s most effective strategies, content trends and promotions and lots more. We keep our fingers on the pulse, outreach to influencers and thought leaders, collate views, opinions and trends, debate internally, draw upon our collective experience and publish the conclusions. Feel free to nosey around.

![](https://www.squaredot.agency/hubfs/Squaredot_B2B%20Marketing_Ireland_Balance.png)

[Slideshare](https://www.squaredot.agency/resources/topic/slideshare)

### [Killer B’s in B2B - Balance](https://www.squaredot.agency/resources/b2b-brand-balance)

Strategy

Branding

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Campaigns

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. 

[Read more](https://www.squaredot.agency/resources/b2b-brand-balance)

![](https://www.squaredot.agency/hubfs/SD_Website_Images_Bravery.png)

[Slideshare](https://www.squaredot.agency/resources/topic/slideshare)

### [Killer B’s in B2B - Bravery](https://www.squaredot.agency/resources/b2b-bravery)

Strategy

Branding

Promotion

Campaigns

It takes bravery to back creativity over logic, right-brain over left-brain thinking with long-term over short-term objectives. There is no ceiling for really big brand-building ideas. You just need an open mind and the bravery to think big and act differently.

[Read more](https://www.squaredot.agency/resources/b2b-bravery)

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[Research](https://www.squaredot.agency/resources/topic/research)

### [2021 state of the nation report is here!](https://www.squaredot.agency/resources/irish-b2b-marketing-survey-2021)

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Web & digital

Campaigns

Last year every industry witnessed unprecedented upheaval and disruption on a global scale. So how have Irish B2B marketers fared? What trends emerged? What happened to budgets? We had lots of questions and kept an open mind until we reviewed the results.

<https://www.squaredot.agency/resources/irish-b2b-marketing-survey-2021>

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[Article ](https://www.squaredot.agency/resources/topic/article) [![How to avoid the post-acquisition value leak in MSP deals](https://www.squaredot.agency/hs-fs/hubfs/Blog/How%20to%20avoid%20the%20post-acquisition%20value%20leak%20in%20MSP%20deals.jpg?width=840&height=327&name=How%20to%20avoid%20the%20post-acquisition%20value%20leak%20in%20MSP%20deals.jpg)](https://www.squaredot.agency/resources/how-to-avoid-the-post-acquisition-value-leak-in-msp-deals)

MSP marketing

Strategy

### [How to avoid the post-acquisition value leak in MSP deals](https://www.squaredot.agency/resources/how-to-avoid-the-post-acquisition-value-leak-in-msp-deals)

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.

[Read more](https://www.squaredot.agency/resources/how-to-avoid-the-post-acquisition-value-leak-in-msp-deals)

[Article ](https://www.squaredot.agency/resources/topic/article) [![Why your MSP loses deals before they even begin](https://www.squaredot.agency/hs-fs/hubfs/Blog/Why%20your%20MSP%20loses%20deals%20before%20they%20even%20begin.jpg?width=840&height=327&name=Why%20your%20MSP%20loses%20deals%20before%20they%20even%20begin.jpg)](https://www.squaredot.agency/resources/why-your-msp-loses-deals-before-they-even-begin)

MSP marketing

Branding

### [Why your MSP loses deals before they even begin](https://www.squaredot.agency/resources/why-your-msp-loses-deals-before-they-even-begin)

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.

[Read more](https://www.squaredot.agency/resources/why-your-msp-loses-deals-before-they-even-begin)

[Article ](https://www.squaredot.agency/resources/topic/article) [![The MSP growth secret hidden in Buffett's advertising playbook](https://www.squaredot.agency/hs-fs/hubfs/Blog/msp-growth-plateau-featured.jpg?width=840&height=327&name=msp-growth-plateau-featured.jpg)](https://www.squaredot.agency/resources/the-msp-growth-secret-hidden-in-buffetts-advertising-playbook)

MSP marketing

Branding

### [The MSP growth secret hidden in Buffett's advertising playbook](https://www.squaredot.agency/resources/the-msp-growth-secret-hidden-in-buffetts-advertising-playbook)

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.

[Read more](https://www.squaredot.agency/resources/the-msp-growth-secret-hidden-in-buffetts-advertising-playbook)

[Article ](https://www.squaredot.agency/resources/topic/article) [![How dullness impacts your MSP's growth blog](https://www.squaredot.agency/hs-fs/hubfs/cost%20of%20being%20boring-burning%20money.png?width=840&height=327&name=cost%20of%20being%20boring-burning%20money.png)](https://www.squaredot.agency/resources/dullness-impacts-your-msp)

Strategy

Positioning

### [How dullness impacts your MSP's growth](https://www.squaredot.agency/resources/dullness-impacts-your-msp)

“*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?

[Read more](https://www.squaredot.agency/resources/dullness-impacts-your-msp)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Sea%20of%20sameness.png?width=840&height=327&name=Sea%20of%20sameness.png)](https://www.squaredot.agency/resources/standing-out-in-a-sea-of-sameness-unlocking-growth-for-msps)

Positioning

Branding

### [Standing out in a sea of sameness: unlocking growth for MSPs](https://www.squaredot.agency/resources/standing-out-in-a-sea-of-sameness-unlocking-growth-for-msps)

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?

[Read more](https://www.squaredot.agency/resources/standing-out-in-a-sea-of-sameness-unlocking-growth-for-msps)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Strategy%20over%20tactics.png?width=840&height=327&name=Strategy%20over%20tactics.png)](https://www.squaredot.agency/resources/why-msps-thrive-with-strategy-over-tactics)

Strategy

MSP marketing

### [Why MSPs thrive with strategy over tactics](https://www.squaredot.agency/resources/why-msps-thrive-with-strategy-over-tactics)

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.

[Read more](https://www.squaredot.agency/resources/why-msps-thrive-with-strategy-over-tactics)

[Article ](https://www.squaredot.agency/resources/topic/article) [![What's left for humans after AI in B2B marketing?](https://www.squaredot.agency/hs-fs/hubfs/Blog%20Images/Whats%20left%20for%20humans%20after%20AI%20in%20B2B%20marketing-min.jpg?width=840&height=327&name=Whats%20left%20for%20humans%20after%20AI%20in%20B2B%20marketing-min.jpg)](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing)

Branding

Strategy

Campaigns

### [What's left for humans after AI in B2B marketing?](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing)

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.

[Read more](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing)

[Article ](https://www.squaredot.agency/resources/topic/article) [![Identifying high value prospects with AI – our top 5 tools](https://www.squaredot.agency/hs-fs/hubfs/Blog%20Images/Identifying%20high%20value%20prospects%20with%20AI-min.jpg?width=840&height=327&name=Identifying%20high%20value%20prospects%20with%20AI-min.jpg)](https://www.squaredot.agency/resources/identifying-high-value-prospects-with-ai)

Strategy

### [Identifying high value prospects with AI – our top 5 tools](https://www.squaredot.agency/resources/identifying-high-value-prospects-with-ai)

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.

[Read more](https://www.squaredot.agency/resources/identifying-high-value-prospects-with-ai)

[Article ](https://www.squaredot.agency/resources/topic/article) [![All you need to know about ABM by Squaredot](https://www.squaredot.agency/hs-fs/hubfs/Squaredot-all%20you%20need%20to%20know%20about%20ABM.png?width=840&height=327&name=Squaredot-all%20you%20need%20to%20know%20about%20ABM.png)](https://www.squaredot.agency/resources/all-you-need-to-know-about-abm)

ABM

Campaigns

Strategy

### [Overwhelmed by ABM? We’ve got you covered](https://www.squaredot.agency/resources/all-you-need-to-know-about-abm)

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.

[Read more](https://www.squaredot.agency/resources/all-you-need-to-know-about-abm)

[Article ](https://www.squaredot.agency/resources/topic/article) [![Why brand building is critical for B2B technology companies | Squaredot](https://www.squaredot.agency/hs-fs/hubfs/Blog/why-brand-building-is-critical-for-b2b-technology-companies-min.png?width=840&height=327&name=why-brand-building-is-critical-for-b2b-technology-companies-min.png)](https://www.squaredot.agency/resources/why-brand-building-is-critical-for-b2b-technology-companies)

Strategy

Branding

### [Why brand building is critical for B2B technology companies](https://www.squaredot.agency/resources/why-brand-building-is-critical-for-b2b-technology-companies)

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.

[Read more](https://www.squaredot.agency/resources/why-brand-building-is-critical-for-b2b-technology-companies)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/blog%20%E2%80%93%201-1.png?width=840&height=327&name=blog%20%E2%80%93%201-1.png)](https://www.squaredot.agency/resources/preaching-to-the-converted)

Branding

### [Preaching to the converted](https://www.squaredot.agency/resources/preaching-to-the-converted)

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.

[Read more](https://www.squaredot.agency/resources/preaching-to-the-converted)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Blog_B2B-Sponsorship_Header-1.png?width=840&height=327&name=Blog_B2B-Sponsorship_Header-1.png)](https://www.squaredot.agency/resources/b2b-sports-sponsorships-why-its-all-kicking-off)

Promotion

### [B2B sports sponsorships - why it’s all kicking off](https://www.squaredot.agency/resources/b2b-sports-sponsorships-why-its-all-kicking-off)

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...

[Read more](https://www.squaredot.agency/resources/b2b-sports-sponsorships-why-its-all-kicking-off)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/SD_Launch_Survey_2021---Blog3.gif?width=840&height=327&name=SD_Launch_Survey_2021---Blog3.gif)](https://www.squaredot.agency/resources/5-key-recommendations-for-irish-b2b-marketers)

Branding

Strategy

### [5 key recommendations for Irish B2B marketers for 2021 and beyond](https://www.squaredot.agency/resources/5-key-recommendations-for-irish-b2b-marketers)

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.

[Read more](https://www.squaredot.agency/resources/5-key-recommendations-for-irish-b2b-marketers)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/SD_Launch_Survey_2021%20-%20Blog2%20(2).gif?width=840&height=327&name=SD_Launch_Survey_2021%20-%20Blog2%20(2).gif)](https://www.squaredot.agency/resources/b2b-targeting)

Branding

Strategy

### [B2B targeting: this time it’s persona-l](https://www.squaredot.agency/resources/b2b-targeting)

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. 

[Read more](https://www.squaredot.agency/resources/b2b-targeting)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Have%20a%20hearth%20by%20Squaredot%20B2B%20Marketing.gif?width=840&height=327&name=Have%20a%20hearth%20by%20Squaredot%20B2B%20Marketing.gif)](https://www.squaredot.agency/resources/have-a-heart)

Branding

Strategy

### [Winning hearts and minds in B2B marketing](https://www.squaredot.agency/resources/have-a-heart)

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. 

[Read more](https://www.squaredot.agency/resources/have-a-heart)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/B2B%20Brand%20FAME_Squaredot.png?width=840&height=327&name=B2B%20Brand%20FAME_Squaredot.png)](https://www.squaredot.agency/resources/b2b-fame-and-brand-building)

Strategy

Branding

### [B2B brand fame](https://www.squaredot.agency/resources/b2b-fame-and-brand-building)

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. 

[Read more](https://www.squaredot.agency/resources/b2b-fame-and-brand-building)

[Article ](https://www.squaredot.agency/resources/topic/article) [![What B2B brands could learn from Ferrari | Squaredot](https://www.squaredot.agency/hs-fs/hubfs/Blog/what-b2b-brands-could-learn-from-ferrari-min.png?width=840&height=327&name=what-b2b-brands-could-learn-from-ferrari-min.png)](https://www.squaredot.agency/resources/what-b2b-brands-could-learn-from-ferrari)

Branding

Strategy

### [What B2B brands could learn from Ferrari](https://www.squaredot.agency/resources/what-b2b-brands-could-learn-from-ferrari)

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

[Read more](https://www.squaredot.agency/resources/what-b2b-brands-could-learn-from-ferrari)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Blog_21_01_Images_Header.png?width=840&height=327&name=Blog_21_01_Images_Header.png)](https://www.squaredot.agency/resources/rebranding-a-b2b-tech-agency)

Strategy

Branding

Content

### [Rebranding a B2B tech agency](https://www.squaredot.agency/resources/rebranding-a-b2b-tech-agency)

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.

[Read more](https://www.squaredot.agency/resources/rebranding-a-b2b-tech-agency)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/jaredd-craig-HH4WBGNyltc-unsplash_1558x534.jpg?width=840&height=327&name=jaredd-craig-HH4WBGNyltc-unsplash_1558x534.jpg)](https://www.squaredot.agency/resources/b2b-marketing-gets-ivy-league-accreditation)

Strategy

### [B2B marketing gets Ivy League accreditation](https://www.squaredot.agency/resources/b2b-marketing-gets-ivy-league-accreditation)

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.

[Read more](https://www.squaredot.agency/resources/b2b-marketing-gets-ivy-league-accreditation)

[Article ](https://www.squaredot.agency/resources/topic/article) [![](https://www.squaredot.agency/hs-fs/hubfs/Catalyst_logo_v2.jpg?width=840&height=327&name=Catalyst_logo_v2.jpg)](https://www.squaredot.agency/resources/catalyst-magazine-b2b-brand-positioning)

Strategy

Branding

### [B2B branding: state your position](https://www.squaredot.agency/resources/catalyst-magazine-b2b-brand-positioning)

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. 

[Read more](https://www.squaredot.agency/resources/catalyst-magazine-b2b-brand-positioning)

[Article ](https://www.squaredot.agency/resources/topic/article) [![B2B in lockdown #1: Should you be marketing at all?](https://www.squaredot.agency/hs-fs/hubfs/Blog/b2b-in-lockdown-1-should-you-be-marketing-at-all.png?width=840&height=327&name=b2b-in-lockdown-1-should-you-be-marketing-at-all.png)](https://www.squaredot.agency/resources/b2b-in-lockdown-1-should-you-be-marketing-at-all)

Strategy

### [B2B in lockdown #1: Should you be marketing at all?](https://www.squaredot.agency/resources/b2b-in-lockdown-1-should-you-be-marketing-at-all)

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.

[Read more](https://www.squaredot.agency/resources/b2b-in-lockdown-1-should-you-be-marketing-at-all)

[Article ](https://www.squaredot.agency/resources/topic/article) [![There are no downsides to B2B brand fame](https://www.squaredot.agency/hs-fs/hubfs/Blog/there-are-no-downsides-to-b2b-brand-fame.png?width=840&height=327&name=there-are-no-downsides-to-b2b-brand-fame.png)](https://www.squaredot.agency/resources/there-are-no-downsides-to-b2b-brand-fame)

Branding

Strategy

### [There are no downsides to B2B brand fame](https://www.squaredot.agency/resources/there-are-no-downsides-to-b2b-brand-fame)

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

[Read more](https://www.squaredot.agency/resources/there-are-no-downsides-to-b2b-brand-fame)

### Can't get enough? Subscribe to our blog to scratch that itch

## [Brand positioning: the lesser known B2B superpower](https://www.squaredot.agency/resources/b2b-brand-positioning-ebook)

Brand positioning

Marketing strategy

Discover why brand positioning could be your B2B tech brand’s superpower that helps you stand out and get noticed.

[Learn more in our ebook](https://www.squaredot.agency/resources/b2b-brand-positioning-ebook) 

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## Let´s get famous & grow together

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