B2B agency for technology and innovation
EPOS works with technology companies to help decision-makers understand why an offering is relevant – and to secure internal buy-in for it. We start with the decision, not the channel.
Assess the starting point togetherWe clarify who makes the decisions at your customers, which objections arise in sales, and which communication is missing for that. Afterwards, we tell you whether and to what extent we can help.
In practice, projects rarely start with the complete marketing map. Usually there is one point that is currently slowing things down. That's where we start – and connect other disciplines as needed.
Three typical situations — and where the solution usually begins:
When offerings require explanation and sound too similar in the market, a solid brand and communication strategy provides orientation.
When relevant topics exist but do not trigger conversations, we combine content, PR, and social media into a visible professional perspective.
When decision-makers begin their research with ChatGPT, Perplexity, or Google AI Overviews, expertise must be structured, substantiated, and disseminated differently.
Services
Eight specialized B2B disciplines – bookable individually, most effective together. Click on a service to learn more about the approach and results.
When the offering requires explanation, sounds too similar to the competition, and the same questions keep coming up in sales. We distill complex offerings into a position that holds up internally and provides external orientation — with a positioning statement and a message architecture for each decision-maker role.
When expertise exists in-house but doesn't translate into sales conversations. Content should explain, substantiate, and prepare the decision-making path — from topic planning and whitepapers to reusable expert formats that marketing and sales can both use.
When a product launch is coming up or the company wants to be perceived as an expert by trade media and opinion leaders. We turn complex technologies into relevant stories for business and trade press.
When marketing processes need to be relieved and it is unclear which AI tools really pay off. We assess the use along your specific communication and sales processes — not a collection of tools, but measurable impact.
When management and subject matter experts need to become visible on LinkedIn in order to prepare conversations. Expertise has the greatest impact there when topics have a clear perspective and people can credibly stand behind them.
When decision-makers begin their research with ChatGPT, Perplexity, or Google AI Overviews. AI-powered answer systems need clear content, reliable sources, and recognizable expertise — we optimize precisely these signals.
When buyers, IT decision-makers and executives research concrete solutions. We make your expertise visible where decision-makers who are ready to invest are looking.
When complex technology has to be understood in 90 seconds — for explainer videos, case study films and expert formats that build trust and make offerings tangible.
Industries
We work where offerings require explanation and multiple roles decide on an investment: whether software, energy transition, or mechanical engineering — we transfer our understanding of products that require explanation to adjacent industrial sectors.
In B2B, a single person rarely makes the decision. The business unit, IT or security, controlling, and the eventual users all examine the same investment from different angles. A campaign that only explains the technical benefits gets stuck in the second meeting.
That is why we build communication along the decision path: which role needs to understand what, which objections are realistic, and which evidence refutes them? This results in a message architecture that the website, content, PR, and sales use together – instead of four voices describing the same offering in different ways.
What follows from this: We rarely recommend all disciplines at once. We say which two will have an impact first and which can wait. That is less comfortable than a full-service offering, but it saves half of the measures that no one would otherwise use.
For selection, a short conversation with five questions helps more than a longlist. Five yeses are not a guarantee – but they separate agencies that support a decision from those that sell a measure.
01
An agency that first clarifies budget and channel plans measures. One that asks about the buying center, objections, and competition plans impact.
02
Ask for an explanation of your product in two sentences, without technical terms. Whatever remains unclear after that will have to be explained later by sales.
03
Clear refusals are a mark of quality. Whoever offers everything rarely prioritizes.
04
A positioning only becomes robust when its arguments appear in proposals, presentations, and conversation guides.
05
Credible is anyone who names a measurement point and a timeframe in which it will be reviewed.
The EPOS method leads in four consecutive steps from the perspective of decision-makers to a marketing operating model that gives marketing and sales the same foundation: empathy, positioning, orientation, strategy. Each step ends with a work result that you could continue to use even without an agency.
01
We put ourselves in the perspective of the people who decide about your offering: department, IT or security, procurement, management. We capture tasks, risks, expectations, and the internal constraints under which they must argue.
Result: an empathy core – the roles in the buying center, their decision-making motives, and the objections that actually come up in sales.
02
From these insights, we distill what your company stands for: understandable, distinguishable, and verifiable. Not a claim, but a sentence that supports a decision and can be unfolded into arguments for each role.
Result: a positioning statement plus a message architecture that website, content, PR, and sales use together.
03
We translate the positioning into priorities: which role can be reached via which channel, which topics come first, and which resources they tie up. Instead of starting everything at once, we establish a sequence.
Result: a channel and message matrix as the core of your marketing operating model, with clear priority for the coming months.
04
We bring the prioritized measures together in a traceable sequence: from the first impulse through substantive deepening to the sales opportunity. Each stage gets a format, an owner, and a metric.
Result: a campaign blueprint with touchpoints, content assets, and metrics against which the impact can be measured.
Some B2B agencies promise you a special method or secret hacks for lead generation. We believe: there is no standard recipe for success in the B2B business. It emerges from the interplay of message architecture, strategy, and execution. A PR topic can provide the starting point for a LinkedIn focus. A whitepaper answers questions that keep coming up in sales. And clear positioning ensures that both don't sound like six different departments. That is exactly why we look at the services individually – and decide together where their connection makes sense. For some clients, this begins with a workshop; others start with an ongoing content program. Both are a good start.
IXON is a specialist in IIoT and remote maintenance solutions for the mechanical engineering industry. For the DACH market, we developed a positioning based on the key concerns of German mechanical engineering companies: IT security, lagging behind in digitalization, and costs caused by machine downtime. This gave rise to an integrated marketing engine comprising paid media, content, email nurturing, and PR.
Positioning, content, and focused LinkedIn prospecting — these were the three levers with which IXON achieved measurable results in the first six months:
qualified conversions via LinkedIn
average cost per lead
confirmed trade media placements
"You understand how to ask the right questions and bring us step by step closer to our target audience."
“The input we received for the repositioning of our brand was always strategic and to the point.”
Sebastian Ulbert, Chief Revenue Officer, Nevis Security AG
Daniel Dekarski, Head of Innovation & Business Transformation, Sozialbank
20 years of experience in international agencies – founded to make B2B communication for technology companies just as precise as good B2C advertising.
In an initial conversation, we clarify your starting situation: Who makes the decisions at your customers, what objections do you hear in sales, and what communication is missing for that? Afterward, we tell you whether and to what extent we can help – even if the answer is no.
Schedule an initial consultationYour decision-making questions
What is a B2B agency?
A B2B agency develops marketing and communications for companies that have other companies as customers. It works with longer decision-making processes, multiple stakeholders, and offerings that require explanation. Typical services include positioning, content, PR, social media, and sales support. The difference from a B2C agency lies less in the craft than in the target audience: instead of a quick purchase decision, communication must prepare the ground for internal approval.
How does a B2B agency differ from an advertising agency?
An advertising agency specializes in creative work, campaigns, and brand presence. A B2B agency also works on the decision-making basis: which arguments does the buying center need, which evidence is convincing, which content does sales use. In practice, both roles overlap. What matters is whether an agency understands your business model or just your budget.
How do I recognize whether a B2B agency fits our technology offering?
Three signals: It explains your product in the customer's language, without marketing buzzwords. It cites comparable references from markets that require explanation. And it can specify which role in the buying center it reaches with which format. If one of these is missing, the follow-up work happens later in sales.
What does a B2B agency cost?
EPOS works with project budgets and monthly retainers. The amount depends on the scope: a focused positioning is a different project than the ongoing management of content, PR and LinkedIn. After an initial consultation, you will receive a framework with the scope of services and effort – no flat fee without a basis.
How long does a project take?
That depends on how many decision-makers are involved and how much material is already available. We scope the first step so that it enables a decision, instead of taking months to arrive at a complete concept.
For which companies is EPOS not the right agency?
If you want to buy leads at short notice through performance campaigns, we are too slow. If you need production only – ads, images, videos –, there are more suitable providers. EPOS makes sense when the offering needs to be explained, multiple roles need to agree, and communication should continue to have an effect in sales.
Then contact us directly. We are excited about your plans and projects.
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