Killer B’s in B2B - Brand
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.
Thought leadership credentials are a must to validate and support growing brand fame and to generate leads. That’s why we have rules when creating content for our clients - B2B insights must be brought to life and value must be added with every blog, ebook, whitepaper, video, gif and every other digital asset and landing page. And the aesthetics must enhance and clarify the message. Anything less than everything above and fame might only be fleeting, misplaced or wishful thinking.
Through research and planning we start with the basics - do your buyers know you or care what you have to say? How will you capture their attention? What should you talk about and how should you say it? And how does it all link back to what you offer? We study persona pain points and industry trends, and guided by SEO, we hone the schedules, formats, pillar pages, content clusters, themes, topics and tone of voice. We have the expertise in strategy, copy, art direction, designs, animation and video production to create branded content that can cut through, make a lasting first impression and drive traffic to your site.
How you frame your content visually, tonally and psychologically governs its impact and audience. We bring insights to life with expertly researched and beautifully designed ebooks, infographics, surveys, reports, whitepapers, RFP builders, videos, animations and back up your credentials with webinars, podcasts, trending articles, expert opinion blogs and influencer outreach articles and digital PR. Good content that has thought leadership credentials, offers valuable advice and is all beautifully wrapped in your signature branding, creates better engagement with your target audience.
Millennials are first generation social media natives. They are also the single biggest demographic among B2B buyers today. So it’s important to find the right balance between short form content that is visual, snackable and attention grabbing and longer more engaging content that adds value, advice and tips. From branded videos and animations, to GIFs and other branded social and sponsored posts, we raise your profile on social channels. We atomise your bigger assets for social promotion. So for example, one well researched and comprehensive ebook, could have any number of short form assets produced (video summary, GIFs, quote cards, charts, graphs, stats etc) to help promote the hero asset on social channels to drive traffic to your website resources.
Marketing needs to be aligned with sales, in terms of objectives and support, and we can help be the glue between the two. First up is your website content - you should consider your website your single best salesperson. You’ll need to regularly freshen up your website with top quality content, as up to 70% of the buyer’s journey is complete before a B2B buyer even initiates first contact. We can also help your sales teams with that final, critical, 30% of the journey with sales decks, branded brochures, print and event collateral. Businesses grow faster when all channels are firing and everyone is singing from the same hymn sheet, telling the same story.
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Transforming a B2B enterprise technology brand and making behavioural learning famous across corporate America.
Making a fast growing IT brand famous in all the right circles from Silicon Valley to Dublin’s Silicon Docks
A David vs Goliath brand building story where we helped a third party IBM support brand take on the mighty IBM. And win.
Generating buckets of leads and sales opportunities for a global travel brand through an immersive, multimedia, thought leadership campaign
Helping a book publishing tech and services provider make waves across both sides of the Atlantic
Rising up Google’s search results through clever SEO strategy and implementation while competing against the likes of Salesforce & SAP on a budget
“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
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.
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.
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.
Do brand guardians have the same consideration, planning and presentation for their brands’ digital homes? If an unexpected visitor shows up on your website homepage, how will they be greeted?
It feels petty discussing economics at a time when Covid 19 is indiscriminately rampaging through society. But we’re just a marketing agency, not front line heroes or scientists, so we’ll stick to what we know.
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