--- title: B2B campaigns | brand build | lead generation | Squaredot agency description: Read about B2B brand building, lead generation and ABM campaigns that result in the most effective marketing ROI in the long run. --- [![Squaredot-logo-navy](https://www.squaredot.agency/hs-fs/hubfs/1.%20Squaredot%20Website%202020%20-%20Assets/Squaredot-logo-navy.png?width=92&height=65&name=Squaredot-logo-navy.png)](https://www.squaredot.agency/) - [Work](https://www.squaredot.agency/our-work) - [Who We Are](https://www.squaredot.agency/who-we-are) - [What We Do](https://www.squaredot.agency/what-we-do) - [Resources](https://www.squaredot.agency/resources) - [Contact Us](https://www.squaredot.agency/contact-us) MENU - [Work](https://www.squaredot.agency/our-work) - [Who we are](https://www.squaredot.agency/who-we-are) - What we do - [All services](https://www.squaredot.agency/what-we-do) - [B2B marketing strategy](https://www.squaredot.agency/what-we-do/b2b-marketing-strategy) - [Branding](https://www.squaredot.agency/what-we-do/b2b-branding) - [Web and digital](https://www.squaredot.agency/what-we-do/b2b-websites) - [Content](https://www.squaredot.agency/what-we-do/b2b-content-marketing) - [Campaigns](https://www.squaredot.agency/what-we-do/b2b-campaigns) - [Promotion](https://www.squaredot.agency/what-we-do/b2b-promotion) - Who we help - [Irish b2b tech](https://www.squaredot.agency/scaling-b2b-technology-business) - [Multinational b2b tech](https://www.squaredot.agency/multinational-b2b-tech) - [Resources](https://www.squaredot.agency/resources) - [Contact us](https://www.squaredot.agency/contact-us) More on B2B marketing Let's get famous together Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) B2B campaigns Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) Time for change Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) Our latest work Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) Why us Squaredot ![sq-logo](https://www.squaredot.agency/hubfs/Squaredot_2020_Theme/Panel%20Labels/sqOpnLogo.svg) B2B campaign insights # B2B brand building, lead generation & ABM campaigns There is more than one path to fame and we recommend a balanced approach for the best results. Fame and leads. Brand and content campaigns. Long and short term focus. We keep an open mind on the type of campaign, content, formats, channels, and promotions you need until we know more about you. It allows us to bring our years of experience, creativity and imagination to the fore - creativity underpins everything we do, from ideation to planning to promotion. Get famous with your marketing ## Great campaigns make B2B brands famous ### Campaigns can make a difference when: - You need to make your brand famous - You need to generate leads, website visits, downloads and hit other KPIs - Your target audience do not know about your brand or have an indifferent impression of it - You want to win identified accounts through account based marketing (ABM) ### What does this look like in practice? We assess how you’re currently marketing yourself, see what the competition is doing, and establish how and where you show up in the market for the biggest impact.  We agree on the objectives and make a plan. Resist the temptation to turn on the lead tap at the expense of building your brand. Our strong recommendation will always be to see the bigger picture and devise brand building campaigns to raise your profile, in addition to lead generation or ABM campaigns over a sustained period of time. Brand building Brand building campaigns take the scenic route to fame. These campaigns tend to be universal in appeal. Typically, they pack an emotive punch, from laugh out loud humour to giving you the goosebumps, and they bring a warmer ‘human’ perspective to technology rather than lists of benefits and cold hard logic. We’re all hot wired to listen to great storytelling and B2B tech brands have a lot to say. We obsess over original and imaginative advertising and social media campaigns that cut through and springboard fame. [![cta button](https://no-cache.hubspot.com/cta/default/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119.png)](https://cta-redirect.hubspot.com/cta/redirect/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119) Lead generation If brand building campaigns aim to be the talk of the watercooler, lead generation campaigns aim closer to your desk. Value added content marketing helps your audience with their day to day. It’s when a brand makes a welcome appearance on Google searches (or regular newsletter appearances) with thought leadership advice on themes closely related to their offering. We study your persona pain points and industry trends and hone the schedules, formats, themes, topics and tone of voice. And then we action your content with a thorough promotion and amplification plan. [![cta button](https://no-cache.hubspot.com/cta/default/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119.png)](https://cta-redirect.hubspot.com/cta/redirect/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119) Account based marketing ABM campaigns are hyper targeted, right down to the individual stakeholders in the companies you want to win. It’s one to one communication on their terms, in their language. Making an impression here can dramatically shorten the buying cycle. We mine for insights and personalise thought leadership content to break the ice and add value to the relationship from the get go, nurturing engagement with value-added content working hand in hand with sales throughout the campaign. [![cta button](https://no-cache.hubspot.com/cta/default/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119.png)](https://cta-redirect.hubspot.com/cta/redirect/390157/4acb9985-aeaf-4a7e-80e3-f25bdb280119) / Brand building Lead generation ABM ## A proven process that delivers 1/2 Evaluation Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ullamcorper, ex eget suscipit pulvinar, sem metus placerat urna, quis ullamcorper arcu odio eget mi. Fusce eget nunc quis odio ultricies posuere vel eu nulla. Donec ut ex non elit auctor dapibus. Nulla vulputate aliquet tellus at placerat. Maecenas vel tortor lorem. In placerat pellentesque neque, vel condimentum elit feugiat eget. Mauris accumsan congue tellus et finibus. Integer posuere tortor quis rutrum vulputate. Nam pharetra eros sapien, et pellentesque mi malesuada in. 2/3 Evaluation Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ullamcorper, ex eget suscipit pulvinar, sem metus placerat urna, quis ullamcorper arcu odio eget mi. Fusce eget nunc quis odio ultricies posuere vel eu nulla. Donec ut ex non elit auctor dapibus. Nulla vulputate aliquet tellus at placerat. Maecenas vel tortor lorem. In placerat pellentesque neque, vel condimentum elit feugiat eget. Mauris accumsan congue tellus et finibus. Integer posuere tortor quis rutrum vulputate. Nam pharetra eros sapien, et pellentesque mi malesuada in. 1/2 Evaluation Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ullamcorper, ex eget suscipit pulvinar, sem metus placerat urna, quis ullamcorper arcu odio eget mi. Fusce eget nunc quis odio ultricies posuere vel eu nulla. Donec ut ex non elit auctor dapibus. Nulla vulputate aliquet tellus at placerat. Maecenas vel tortor lorem. In placerat pellentesque neque, vel condimentum elit feugiat eget. Mauris accumsan congue tellus et finibus. Integer posuere tortor quis rutrum vulputate. Nam pharetra eros sapien, et pellentesque mi malesuada in. 1/2 Evaluation Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ullamcorper, ex eget suscipit pulvinar, sem metus placerat urna, quis ullamcorper arcu odio eget mi. Fusce eget nunc quis odio ultricies posuere vel eu nulla. Donec ut ex non elit auctor dapibus. Nulla vulputate aliquet tellus at placerat. Maecenas vel tortor lorem. In placerat pellentesque neque, vel condimentum elit feugiat eget. Mauris accumsan congue tellus et finibus. Integer posuere tortor quis rutrum vulputate. Nam pharetra eros sapien, et pellentesque mi malesuada in. Exploration Evolution Strategy B2B tech agency Exploration Evolution Strategy B2B tech agency / ## Our latest campaigns 01 / 08 OtterBox Building B2B fame for OtterBox in Europe [View project](https://www.squaredot.agency/our-work/otterbox) 02 / 08 Client Solutions Unifying the 5 Practices of an enterprise technology partner into one coherent brand [View project](https://www.squaredot.agency/our-work/client-solutions) 03 / 08 ETU Transforming a B2B enterprise technology brand and making behavioural learning famous across corporate America. [View project](https://www.squaredot.agency/our-work/etu) 04 / 08 Arkphire Making a fast growing IT brand famous in all the right circles from Silicon Valley to Dublin’s Silicon Docks. [View project](https://www.squaredot.agency/our-work/arkphire) 05 / 08 Origina A David vs Goliath brand building story where we helped a third party IBM support brand take on the mighty IBM. And win. [View project](https://www.squaredot.agency/our-work/origina) 06 / 08 Travelport Generating buckets of leads and sales opportunities for a global travel brand through an immersive, multimedia, thought leadership campaign [View project](https://www.squaredot.agency/our-work/travelport-digital) 07 / 08 Deanta Helping a book publishing tech and services provider make waves across both sides of the Atlantic [View project](https://www.squaredot.agency/our-work/deanta-global) 08 / 08 Intact Software Rising up Google’s search results through clever SEO strategy and implementation while competing against the likes of Salesforce & SAP on a budget [View project](https://www.squaredot.agency/our-work/intact-software) “Squaredot's B2B expertise is so valuable to us. We get consumed by the brand internally and think we're making sense - but it's great to have an outsider's perspective, challenging whether messages and approaches really are clear and meaningful to our customers and prospects. Squaredot got excellent input from purchasers, it really helped us to understand the pain points, which they built into a strong strategy for us.” Grace Whooley Brand & B2B Marketing Manager, OtterBox “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.” Ronan Stafford CEO, Codec “Before \[our brand transformation\] there was inconsistent messaging being used. We now have clarity across the management team about what we’re good at and our key differentiators.” Morgan McElligott Executive Director, Inpute “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.” Miriam Byrne Operations Director, Triangle “Squaredot delivered so much more than a brand slogan and a great website. They got under the hood of our organisation to help identify, clarify and celebrate our strengths as a predominant Irish tech partner to the country's largest companies. Their deep domain expertise in B2B tech branding and marketing meant they not only understood the business but also the challenges, the opportunities, the trends and most importantly the B2B buyer.” Brian McPartlin Head of Marketing, Client Solutions “I was absolutely thrilled with the new website and brand positioning that Squaredot delivered. I truly feel like this is going to change the game for ETU and bring us to the next level. We’re already making inroads into corporate America as we now have the marketing foundation and strategy in place that’s primed for growth. We simply could not have done this without Squaredot” East Apthorp Head of Marketing, ETU “Squaredot took our senior leadership team on a journey of self discovery as we honed in on our brand positioning, marketing strategy, identity and place in the market. The resulting rebrand work, new website, creative, positioning and content assets are enabling us to realise our vision for the company which is to create a global brand that will resonate with our target personas. Our brand awareness has grown exponentially and we are generating Marketing Qualified Leads (MQL’s) that are a marketers nirvana.” Aisling Bolger Head of Marketing, Arkphire “We wanted a brand building campaign that would put us on the map, give the brand a warm personality, and get people talking about us. This campaign has achieved this and more. We have had an increase in conversations from events, people are asking us more educated questions, they are warmer leads! We have already doubled our overall traffic and tripled our returning visitors to the site.” Sinead Geraghty Marketing Director, Origina “We’ve been working with Squaredot for a number of years and we work very much as a partnership. They understand our business, B2B marketing and the inbound methodology. Squaredot worked hand in hand with us to create and deliver this end to end campaign, including the digital hub, eBooks, research and related content that delivered exceptional results for our business” Aisling White Head of Marketing, Travelport Digital “Squaredot helped raise our profile in the market. With a limited total addressable market we had to make a splash with our content to help us establish the reputation of an industry thought-leader. We always felt in safe hands dealing with Squaredot and the results speak for themselves - we’ve even created an audience in New York that we’ve never had before, and that’s big.” Darren Ryan CEO, Deanta Global / ## Why are we the only B2B tech agency you need to speak to? We could wax lyrical about our understanding of the nuances of the industry and the competitive landscape. Or tell you how we cover every base from discovery sessions to winning accounts. Or we could point out the case studies success stories, the awards we’ve won, and the relationships we’ve built with our clients over the years supported by testimonials. It all points in the same direction - we help B2B tech brands get famous. [![cta button](https://no-cache.hubspot.com/cta/default/390157/9daf45ce-75f3-4616-ac6d-1b34a578ceeb.png)](https://cta-redirect.hubspot.com/cta/redirect/390157/9daf45ce-75f3-4616-ac6d-1b34a578ceeb) ## Marketing insights to help you grow your B2B brand [Slideshare](https://www.squaredot.agency/resources/topic/slideshare) ![](https://www.squaredot.agency/hubfs/Squaredot_B2B%20Marketing_Ireland_Balance.png) ### [Killer B’s in B2B - Balance](https://www.squaredot.agency/resources/b2b-brand-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.  [Get all the results](https://www.squaredot.agency/resources/b2b-brand-balance) [Article](https://www.squaredot.agency/resources/topic/article) ![How to avoid the post-acquisition value leak in MSP deals](https://www.squaredot.agency/hubfs/Blog/How%20to%20avoid%20the%20post-acquisition%20value%20leak%20in%20MSP%20deals.jpg) 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 full article](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/hubfs/Blog/Why%20your%20MSP%20loses%20deals%20before%20they%20even%20begin.jpg) 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 full article](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/hubfs/Blog/msp-growth-plateau-featured.jpg) 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 full article](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/hubfs/cost%20of%20being%20boring-burning%20money.png) 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 full article](https://www.squaredot.agency/resources/dullness-impacts-your-msp) [Article](https://www.squaredot.agency/resources/topic/article) ![](https://www.squaredot.agency/hubfs/Sea%20of%20sameness.png) 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 full article](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/hubfs/Strategy%20over%20tactics.png) 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 full article](https://www.squaredot.agency/resources/why-msps-thrive-with-strategy-over-tactics) [Podcast](https://www.squaredot.agency/resources/topic/podcast) ![B2B marketing for managed service providers (MSPs)](https://www.squaredot.agency/hubfs/ultimate-MSP-marketing-strategy.png) Strategy Positioning MSP marketing ### [The ultimate MSP marketing strategy](https://www.squaredot.agency/resources/the-ultimate-msp-marketing-strategy) Listen to our strategy lead, Martin Bailie, discuss the challenges for MSPs, how to win your respective market, differentiation, positioning and go-to-market strategies…and how you can succeed as an MSP in today’s market. [Read full article](https://www.squaredot.agency/resources/the-ultimate-msp-marketing-strategy) [Article](https://www.squaredot.agency/resources/topic/article) ![What's left for humans after AI in B2B marketing?](https://www.squaredot.agency/hubfs/Blog%20Images/Whats%20left%20for%20humans%20after%20AI%20in%20B2B%20marketing-min.jpg) 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 full article](https://www.squaredot.agency/resources/whats-left-for-humans-after-ai-in-b2b-marketing) ## Breaking down B2B tech marketing storytelling - [Strategy](https://www.squaredot.agency/what-we-do/b2b-marketing-strategy) - [Branding](https://www.squaredot.agency/what-we-do/b2b-branding) - [Web & digital](https://www.squaredot.agency/what-we-do/b2b-websites) - [Content](https://www.squaredot.agency/what-we-do/b2b-content-marketing) - [Promotion](https://www.squaredot.agency/what-we-do/b2b-promotion) what we do ## Let´s get famous & grow together [Follow us on LinkedIn](https://www.linkedin.com/company/squaredot-agency/) [Follow us on Twitter](https://twitter.com/squaredotagency) [Follow us on Facebook](https://www.facebook.com/squaredotagency/) [Follow us on Instagram](https://www.instagram.com/squaredot.agency/) [Follow us on Youtube](https://www.youtube.com/@Squaredotagency) You want boardrooms talking about your B2B brand, right? So get in touch, our story is telling yours. [![cta button](https://no-cache.hubspot.com/cta/default/390157/932b94a5-d91c-4e71-a58b-718559909d54.png)](https://cta-redirect.hubspot.com/cta/redirect/390157/932b94a5-d91c-4e71-a58b-718559909d54) All rights reserved © Squaredot ![Component 16 – 9](https://www.squaredot.agency/hubfs/Squaredots_2020_Theme/images/Component%2016%20%E2%80%93%209.svg) [Privacy & data policy](https://www.squaredot.agency/privacy-policy) ![](https://px.ads.linkedin.com/collect/?pid=19910&fmt=gif)