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Categories we work in

We work with B2B technology companies: software vendors, IT and B2B service providers, and the partners and resellers around them. Within that, the category matters — an HR software buying committee behaves nothing like a cybersecurity one, and the marketing has to reflect that.

Where our work fits

Software vendors, and the service businesses around them

Grouped by how the buying decision is made, because that is what changes the marketing — not the product type.

Source

Category names follow the public G2 software and B2B services taxonomy, condensed from several hundred categories into the four groups below. If you use Gartner or IDC naming instead, the mapping is usually obvious.

Business and go-to-market software

Committee decisions with a commercial buyer signing and a technical buyer able to veto. The work is producing one story that survives both conversations, plus the proof a peer would recognise.

ERP systems Accounting and finance Procurement Contract lifecycle management E-signature CRM Sales engagement and intelligence Revenue operations CPQ and quoting Marketing automation Marketing analytics Ad tech and digital advertising Customer service and help desk Contact centre platforms Customer success Commerce and e-commerce Payments and payment gateways POS and retail Subscription and revenue management HCM and core HR Payroll and global employment Recruiting and talent Workforce management LMS and corporate training Project and portfolio management Professional services automation Collaboration and productivity CMS and digital experience platforms

Industry and operations software

Smaller, well-defined markets where everyone knows everyone. Events, references and partner channels do more than paid reach, and the language has to be the sector's own.

Field service management Manufacturing and MES CAD, CAM and PLM Construction and BIM Real estate and PropTech Facility and asset management Healthcare and clinical systems Life sciences and laboratory Education and EdTech Energy and utilities Oil, gas and resources Mining Agriculture Transportation and fleet Logistics and 3PL Warehouse and inventory Supply chain planning Trade and customs compliance Legal software Insurance software Financial services software Public sector and government Hospitality and travel Nonprofit and association ESG and sustainability management Carbon accounting and reporting EHS, quality and safety Smart cities and infrastructure

Infrastructure, data and security

Practitioner-led buying. Documentation, benchmarks and technical content are the sales team, and a single vague claim ends the evaluation.

Endpoint and email security Network and cloud security Application security and DevSecOps Zero trust Identity and access management Vulnerability and exposure management SIEM and threat detection GRC and compliance Data privacy and consent Cloud infrastructure and PaaS Hosting, CDN and DNS Virtualisation and VDI Backup, recovery and resilience IT service management Endpoint and device management RMM and MSP tooling Monitoring and observability AIOps and automation Databases and data platforms Data integration and ETL Data governance and catalogues BI and analytics AI and ML platforms MLOps and AI governance Generative AI tools Developer tools and APIs DevOps and CI/CD Test automation and QA IoT platforms and digital twin Networking, SD-WAN and connectivity

B2B services, channel and ecosystem

Expertise is the product, so credibility is the funnel. Much of the pipeline moves through vendor ecosystems, partner programmes and co-branded activity rather than direct demand.

Microsoft ecosystem practices SAP, Oracle and Infor practices Salesforce and HubSpot practices AWS, Azure and Google Cloud practices ServiceNow and Workday practices ISVs and marketplace vendors Managed service providers Managed security service providers Value-added resellers IT distributors System integrators Management and technology consultancies Implementation and rollout services Cloud migration services Data and AI consulting Product engineering and outsourced development IT outsourcing and support Contact centre outsourcing Penetration testing and security services Staffing, recruitment and RPO Localisation and translation services Training and certification providers

B2B only

B2B marketing is a different job to B2C

We do not do consumer work, and we would not be good at it. Everything we build assumes a small audience, a long decision and a group of people who have to agree — which changes the channel, the format and the copy.

A committee, not a person

Five to eleven people influence a B2B purchase. Each needs a different document, and none of them can be persuaded by a single ad.

Months, not minutes

Nothing closes on first contact. The job is staying credible and present across a cycle measured in quarters.

Hundreds of buyers, not millions

The whole addressable market might be 400 companies. Reach is worthless; precision and proof are everything.

Proof beats persuasion

References, case studies and named numbers move a B2B deal further than any emotional campaign.

The category changes the material

A technical buyer wants architecture and constraints. A commercial buyer wants cost, risk and time. Most of our work is producing both without contradicting each other.

We know the ecosystem side

Ten years inside a global ISV in the Microsoft ecosystem means co-selling, partner marketing and marketplace work are familiar rather than theoretical.

Not on the list?

If you sell technology to businesses, the approach holds. The category only decides emphasis, sequence and which proof matters first.

See the situations we solve → See our references →

Tell us what you sell

A 30-minute call is enough for us to say honestly whether we know your category well enough to help. If we do not, we will say so.