B2B Expertise

Although many of the underlying principles are the same, the communications lines in Business to business marketing (B2B) can often be more complex than in Business to consumer marketing (B2C). A B2B marketing agency like Move understands that and we help to navigate the huge array of digital and traditional channels available. Starting with B2B strategy, we help companies in engineering, industrial, manufacturing and science-based sectors articulate complex technical messages, emphasise value over price and communicate better with their target B2B audiences across a variety of channels internationally.


Historically B2B brands have focused more on technical facts alone. But with workplace cultures evolving and the changing face of the workforce, B2B brand and marketing strategies must also evolve. Google research suggests that 86% of B2B buyers see “no real difference between suppliers” meaning it’s more imperative than ever to stand out. To even be noticed, let alone stand out, in an era of marketing over-saturation, modern B2B marketing must be sophisticated and multi-channel as well as international where appropriate.

Sectors we specialise in

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Our Managing Director previously ran the international marketing efforts of blue chip industrial companies Michelin, Ingersoll Rand and Knauf Insulation. More recently we have applied this knowledge in transforming the marketing efforts of smaller/mid-sized manufacturers. Content marketing and thought leadership or value-based positioning are areas which been slow to take hold in the industrial segment. We excel where the niche aspect of the target sector or intricacy of the technology demands understanding before devising a solution.

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We have a passion for science and innovation - through our science-based clients we are constantly telling ground-breaking stories about products and technologies that are set to revolutionise the world. We have close ties with the editorial departments of more than 100 leading science publications and present our clients' solutions at the biggest science exhibitions in the world such as Achema and Pittcon.

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Our Managing Director is a fully trained Code for Sustainable Homes Assessor and previously worked for the world's largest insulation manufacturer. He brings a wealth of knowledge in the marketing of building products, specification marketing and building global distributor networks.

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Oil & Gas

Oil & Gas is a sector with multiple supply chain niches, many of which see little innovation and are heavily geared around a price-based approach. We help companies selling into this sector to establish points of value and differentiation, consider a different mix of marketing channels, and re-position their offering so as to grow sales even in challenging market conditions.

Driving B2B brands forward

At the heart of our expertise is the ability to get under the skin of our clients’ business and market drivers and then carefully craft messages, either through visuals or words, in order to help tease out the technical substance of their products and services. We implement a variety of innovative and engaging techniques to drive B2B brands forward and make technically complex products and services more accessible.

B2B often demands reaching a target audience with a narrow demographic – Move manages the entire process of defining the message, how it’s articulated and then which marketing channels are used to convey this message. We also undertake the comprehensive interpretation of campaign data which impacts on the ongoing marketing tactics.


B2B Marketing supporting image
B2B Marketing supporting image

B2B experience

Managing Director, Alex Cairns, is a highly experienced technical marketing consultant with over 18 years of experience. Historically he ran B2B international marketing budgets, across the Europe/Middle East/Africa region, running into the hundreds of thousands of pounds for companies such as Michelin, Ingersoll Rand and Knauf Insulation. We now apply blue chip industrial marketing excellence to enable small and mid-sized manufacturers to extract maximum value from their marketing budget, punch above their weight and play on a level playing field with bigger competitors.