Understand the buying team
Get to know their priorities, their doubts and how a decision really gets made.
B2B technology marketing agencyBig on technology.Bigger on people.
Make people care about what your technology can do.
You’ve built something smart. Now let’s make sure the right people get it. We help B2B technology brands turn complex products into stories, experiences and campaigns that connect.
What we do
Carbon helps B2B technology and software companies explain their value and reach the people behind the purchase. Our work connects audience research, positioning, creative, websites and media, including global campaign work for HubSpot.
Your features have benefits. So what?
Tell them what
gets better.
A technical buyer wants to know how it works. A business leader wants to know what changes because of it. Both need a story they can take back to the rest of the team.
We help you find that story. Then we make sure it comes through in your creative, media and digital experience.
Moving upmarket, launching a product or bringing a portfolio together? The business challenge sets the direction. The technology is part of the story. People are the point.
A connected crew
From “what is it?”
to “let’s talk.”
Find the story worth telling
Make your position clear and connect what the product does to why someone should care.
Give the brand some character
Turn a complicated offering into an idea people remember. B2B buyers have a sense of humor, too.
Put the idea to work
Build the media plan around your audience, markets and goals, with a clear role for each channel.
Make the next step easy
Help visitors find the right information, see the evidence and start a conversation.
Focus on your next big accounts
Bring relevant content, creative and media to the buying teams you most want to reach.
HubSpot / Global media
Serious business.
A little pirate energy.
Helping an inbound pioneer
make an outbound impression.
HubSpot wanted to reach more business decision-makers and grow its presence with enterprise audiences. Carbon built a global media strategy using brand data, audience insight and custom research.
The work supported HubSpot’s first global brand campaign across social, streaming, television, out-of-home and other channels. A human story, delivered at a global scale.
Explore the HubSpot case study ↗450MM+global campaign impressions
5international regions
Results reported in the HubSpot case study. Impressions describe campaign exposure, not leads or revenue.
Good chemistry. Real people.
The crew you meet.
The crew you get.
Our strategists, creatives, media specialists and technologists work together. And you work directly with the experienced people doing the work.
Get to know our agency model ↗Good questions. Clear answers.
You might be wondering.
Here’s how we think about the work.
Do you work with B2B SaaS companies?
Yes. Our HubSpot work is one example. It included audience insight, global media strategy and campaign activation for a B2B software business. We shape each engagement around the company’s product, buyers and goals.
Can you help us move upmarket?
Yes. Our HubSpot engagement addressed a shift toward enterprise audiences. We’d start by understanding your target buying team, how they see your brand today and what evidence would give them confidence in your offer.
How do brand and demand generation work together?
Brand helps people understand and remember you. Demand generation creates and captures relevant interest. When the story, creative, media and website work together, each gives the other more to work with.
Would we work with one team?
Yes. We bring the right brand, media and technology specialists together around your assignment. You work directly with experienced practitioners, and we agree on responsibilities alongside your internal team.
Keep exploring
Make the next connection.
Account-based marketing
Get the right people talking about you.
Manufacturing & industrial marketing
Manufacturing marketing, with people at the center.
How to choose a B2B marketing agency
How to choose a B2B marketing agency you’ll enjoy working with.
Create a reaction
Let’s make the smart stuff stick.
Tell us what you’re building and who needs to hear about it.