Marketing for B2B brands, built to generate leads and sales.
From agriculture and building supplies to office and industrial products, multi-channel B2B marketing that reaches buyers, generates qualified leads and grows sales, led by SEO, paid search and data.
Marketing a B2B brand is a different game.
B2B buying does not work like consumer retail. Purchases are considered and often high-value, the buyer is frequently procurement or a specifier rather than the end user, sales cycles are longer, and a lot of demand is captured through search and trade channels rather than created on social. Treat it like a consumer brand and the marketing misses.
You know your products and your trade; we know how to get you found and chosen. We have spent more than a decade marketing B2B companies, so we lead with the channels that win B2B, SEO, paid search and data, and join them up into one programme built to generate leads and sales.
From agriculture to office supplies.
Every type of B2B company sells differently, by buyer, margin and order size, so we tailor the approach to each.
Agriculture & rural
Seasonal, specialist buyers who research before they buy, ideal for SEO and content.
Building & construction supplies
Trade and project-led buying with strong how-to and product search demand.
Office equipment & supplies
High-frequency, repeat-purchase products where reliability and price drive loyalty.
Industrial & MRO
Technical, specification-led products bought by engineers and procurement.
Packaging & janitorial
Volume, repeat-order categories where efficient acquisition and retention matter most.
Workwear & safety
Compliance- and spec-driven buying across trade and corporate accounts.
Sound familiar?
Tick the ones that ring true. If a few of these are you, an audit will pay for itself.
Buyers find your competitors in search, but not you.
You get enquiries, but too many are the wrong fit.
Long sales cycles stall and leads go cold with no follow-up.
Existing customers reorder elsewhere because nothing keeps you front of mind.
You are busy on channels that look good but do not generate leads.
You cannot tell which marketing actually drives sales.
We build the channel mix around how trade buyers buy.
Because B2B demand is largely captured through search and considered over longer cycles, the channel mix leads there: SEO and content to be found for the products and problems buyers research, and paid search to capture high-intent demand the moment it appears.
Around that we add LinkedIn and PR for authority with specifiers and procurement, and email and nurture to win the repeat orders that make B2B profitable, all wired to proper tracking. The mix on the right is where we usually start.
The channel mix that works for B2B
Five shifts shaping B2B marketing in 2026.
B2B buying is now self-serve and search-led, lead quality beats lead volume, and the brands that join up search, content and nurture win the long cycle.
B2B buying is self-serve now
Trade buyers research and shortlist online long before they talk to sales. If you are not visible in search and content during that research, you are not on the list.
Lead quality beats lead volume
A pile of poor enquiries wastes everyone’s time. The goal is qualified leads that convert, which means targeting intent and feeding sales the right signals.
Long cycles need nurture
Considered, high-value purchases rarely convert on the first visit. Email, remarketing and content nurture the buyer across weeks or months until they are ready.
Repeat orders are the real prize
In supplies, the margin is in the reorder and the account. Retention and account growth matter as much as acquisition.
Data ties it all to sales
B2B journeys are messy across channels and offline. Proper tracking and attribution are what let you prove what actually drives leads and revenue.
What we run for B2B brands.
Every channel managed by one team and pointed at leads and sales, not vanity metrics, with the foundations to prove it.
SEO & content
Technical, on-page and content SEO that gets you found for the products and problems trade buyers research, growing qualified organic traffic.
Technical · Content · FoundExplore →Paid search
Google and Microsoft Ads that capture high-intent demand and generate qualified leads and sales, optimised to cost per acquisition.
Google · Microsoft · LeadsExplore →LinkedIn & digital PR
LinkedIn campaigns and digital PR that build authority and reach with specifiers, procurement and decision-makers.
LinkedIn · PR · AuthorityExplore →Email & nurture
Lifecycle email and nurture that move long-cycle buyers towards a decision and win the repeat orders that grow accounts.
Nurture · Repeat · LTVAnalytics & data
Server-side tracking, lead tracking and reporting that tie marketing to leads and sales across messy B2B journeys.
Tracking · Attribution · SalesExplore →Strategy & planning
Audits, market and competitor analysis and a prioritised plan built around your buyers, margins and growth goals.
Audit · Plan · GrowthHow we would work with you.
A clear, senior-led process from the first audit to ongoing growth, built around B2B buyers and longer cycles.
Audit & discovery
We dig into your site, market, competitors and data to find where the demand and the gaps are.
Strategy & plan
A prioritised, channel-by-channel plan built around your buyers, margins and sales goals.
Set up & launch
We set up and launch the campaigns, content and tracking properly, on clean foundations.
Optimise
Continuous testing against the numbers, optimising to qualified leads and cost per acquisition.
Report & review
Clear reporting and regular reviews with senior people, tied to leads and sales.
Want to see where your B2B marketing could grow?
We will review your marketing across SEO, paid search and your site: where you are missing demand, how you compare with sector rivals, and the quickest ways to generate more qualified leads. You get a single-page scorecard with the three things to do first.
- Search visibility and demand-capture review
- Competitor and category benchmark
- Lead-generation quick wins
- Free. No sales call required to receive it.
Brands we’ve helped grow, in B2B and beyond.
Worked examples, including long-term B2B and supplies clients. More in the full library, filterable by service and sector.
PPC, SEO, Paid Social and Shopping across a 30,000-SKU catalogue.
14-year client partnership. Full-funnel PPC, SEO, Paid Social and Shopping programme across a 30,000-SKU catalogue on Magento + Hyvä.
Read the full case study →
Ireland’s largest independent furniture retailer.
Ireland’s largest independent furniture retailer. Full digital programme with GA4 server-side tracking, Shopping and Paid Social.
Read the full case study →
UK’s leading tree surgery equipment retailer.
UK’s leading tree surgery equipment retailer. Full-funnel Google Ads, SEO and Shopping programme across a 5,000+ SKU catalogue.
Read the full case study →Why B2B brands choose us.
A decade in B2B supplies.
More than ten years marketing agriculture, building, office and industrial supplies brands, so we know the buyers, the cycles and the margins.
Built for leads and sales.
We focus on generating qualified leads and sales, not just traffic, with the tracking to prove what works across long B2B journeys.
Every channel, one team.
SEO, paid search, LinkedIn, PR, email and data run together, so demand capture, nurture and retention pull in the same direction.
Senior specialists, 19 years in.
PPC, SEO and content experts who collaborate closely. Independent Leicester agency since 2007, with B2B supplies clients to show for it.
What B2B brands ask before they start.
Do you specialise in B2B brands?
Yes. We have more than a decade across the sector, from agriculture and building supplies to office and industrial products, so we understand the trade buyers, long cycles and procurement dynamics specific to it.
Which channels work best for B2B supplies?
Most benefit from a mix led by SEO and paid search to capture demand, supported by LinkedIn and PR for authority and email for nurture and repeat orders. We weight it to how your buyers actually research and buy.
Can you generate qualified leads, not just traffic?
Yes. We target buyer intent and feed your sales team the right signals, and set up tracking so we optimise to qualified leads and sales, not vanity metrics.
Do you handle long, considered sales cycles?
Yes. We build nurture through email, remarketing and content that move high-value buyers towards a decision over the weeks or months these purchases often take.
Can you help with repeat orders and accounts?
Yes. In supplies the margin is in the reorder, so we build retention and account-growth marketing alongside acquisition, not just chase new enquiries.
How quickly will we see results?
Paid search can generate leads quickly, while SEO and content compound over months. We set realistic expectations up front and report progress from the first month.
Search is moving to AI. We are already there.
Trade buyers increasingly start their research with AI Overviews and assistants. We optimise your brand to be cited in those answers, alongside classic search.
Explore our services.
Everything that goes into a B2B supplies growth programme, run by one team.
Ready to grow your B2B brand? Let us run the audit.
30 minutes with the team. No slide decks, no hard sell. You leave with a view of your biggest opportunities across every channel and three things to do first, whether you hire us or not.
How can
we help you?
Tell us what you are working on. A senior member of the team will get back to you within one business day, no account managers in between.
