We all started in consumer advertising, working on car, fast food, healthcare and packaged goods accounts. It taught us the importance of being both succinct and targeted — key competitive advantages in B2B marketing.
Today, we specialize in what we think of as infrastructure accounts — engineering-intensive manufacturing, software development and solution integration, and professional services. These are businesses far removed from the consumer experience, but they play an essential role in the global economy, and our work helps them acquire more customers, build share and move into new markets.
Unlike consumer advertising, B2B marketing requires wrapping our heads around complex technologies and services. The barrier to entry here has always been the ability to understand what the client does and why it matters.
We can understand your business. We’ll devour whatever information you give us, supplement that with our own research, and if you’re willing, talk to your clients or customers — for better informed recommendations and more effective marketing.
radii’s branding process not only helped us to communicate who we were, but also helped us establish a vision of who we could be.
Now we just try to live up to it.
We started working with the portfolio companies of middle market private equity firms shortly after opening our doors in 2002. This experience taught us how to find common ground with the CEOs and senior management of companies in various stages of transition, providing objective assessments of their brands and retooling the marketing to support new and aggressive growth objectives.
This can be a challenging time for CEOs and other stakeholders, who must now answer to new owners and active boards. Our experience with platform consolidations and post-merger integration gives us the credibility to build trust, which is the foundation of a long-term marketing relationship.
When we work with one portfolio company, private equity firms typically refer us to the management of other holdings. The relationships we build with these companies endure after the private equity firms exit.
For more information on our private equity experience, contact Jay Kirkman at 864.421.9121 x.102.
We’re a group of B2B marketing veterans who smuggled their energy and enthusiasm across the borders of experience. We love what we do as much as when we started in the business – now, we’re just better informed and we know what works.
We scale with a group of experienced contract specialists. These veterans supplement our content, lead gen, design, coding and video production capabilities – they show up, strap in and produce.