Digital marketing for B2B tech companies
Start with why
So, why marketing? Why Articulate? Why indeed.
Listen. What got you here won’t get you there. To grow, you need to stand out from the crowd, connect with new customers, build trust, manifest thought leadership, inspire action and accelerate your sales process.
Phew. How do you get there? With a difference engine.
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It's all about positioning
Why you need a difference engine
A difference engine is the blueprint for a better business. You need it to power your growth machine. To optimise your marketing and sales funnel. To move forward.
Partner with Articulate and get the marketing expertise, strategy and tools you need to build an unstoppable difference engine at the heart of your organisation.
A brief history of the future
What is a difference engine?
The term refers to the works of Charles Babbage, the founding father of computing, and Ada Lovelace, the first computer scientist. These two worked together to engineer new technology, invent ground-breaking solutions and solve complex problems. They started the computer revolution that has changed the world.
As fellow technologists, geeks and inventors, we’ve made the ‘difference engine’ our own. Differentiation is at the heart of what we do as marketers. We believe every successful company has a difference engine. We’re here to help you build yours.
Differentiation
Be the red kite in a grey sky
Expression
Be your biggest, boldest self
Reputation
Become the best in your industry
Acceleration
Optimise the hell out of your marketing
Insight
Be the Gandalf in the room
Automation
Work smarter, not harder
Growth
Turn your business into a powerful growth machine
Maturity
Embrace iterative, data-driven improvements
Stage One: Going nowhere
You are doing some marketing, but there’s no real strategy. You’re struggling to find leads. Nobody is using your CRM and your website is woefully out of date. You have no visibility on your customer pipeline, metrics or goals.
Stage Two: Cogs are turning
You recognise the value of marketing but don’t have enough resources in-house to put towards it. You’d describe your brand as ‘okay’, which is... nice. You’re slightly embarrassed by your website. You have ambitious goals but need help to achieve them.
Stage Three: Full steam ahead
You have the conversion-optimised website and consistent marketing outputs to drive traffic and send quality leads to Sales. You are a stand-out brand that people know by name. Competitors wish they’d done it first. Time is on your side.
Inform
To inform people is to help them understand their world and make better decisions. Information is at the heart of content marketing but also our desire to share generously what we learn. It is better to be well-informed than ignorant.
Connect
To connect is to create an open channel for communication between the reader and the writer and between a company and its clients. It also brings to mind EM Foster's saying, 'only connect the prose and the passion, and both will be exalted'.
Inspire
To inspire distils the idea of 'inspiring epiphanies' for our audience - flashes of insight that illuminate the whole scene and which lead to meaningful, positive change. If we do our job right, inspiration is our gift.
