Let's get famous together
Squaredot
B2B campaigns
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Time for change
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Our latest work
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Why us
Squaredot
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.

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.

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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.

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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.

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A proven process that delivers

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Our latest campaigns

01 / 06
ETU

Transforming a B2B enterprise technology brand and making behavioural learning famous across corporate America.

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02 / 06
Arkphire

Making a fast growing IT brand famous in all the right circles from Silicon Valley to Dublin’s Silicon Docks

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03 / 06
Origina

A David vs Goliath brand building story where we helped a third party IBM support brand take on the mighty IBM. And win.

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04 / 06
Travelport

Generating buckets of leads and sales opportunities for a global travel brand through an immersive, multimedia, thought leadership campaign

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05 / 06
Deanta

Helping a book publishing tech and services provider make waves across both sides of the Atlantic

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06 / 06
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

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“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

''We compete against some of the biggest tech companies in the world. So we need to be smart and efficient with our marketing budget. Squaredot have helped us with our SEO strategy, producing content clusters and pillar pages and optimising our website - all of which helps us rank higher on Google search results.”

Emma Duffy

Head of Marketing, Intact Software

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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.

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Marketing insights to help you
grow your B2B brand

The forgotten B’s in B2B - Brand fame

On the contrary to the general belief, we think that there has never been a better time to inject imagination and creativity into your B2B brand building storytelling and seek fame.

Get all the results

Breaking down B2B tech marketing storytelling

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