B2B eCommerce-платформа · продуктова компанія
Industry
B2B: complex products, long deals
Industrial equipment, enterprise platforms, narrow niches you have to learn before you can write about them. We are not put off by those — they produce our most interesting results.
Why ordinary promotion fails in B2B
The tools cannot see the demand. In a narrow niche search volume is low and services report zero. That does not mean there are no buyers — it means there are few, and each one is expensive.
The person searching is not the person deciding. An engineer searches, a procurement lead signs, finance approves the budget. Each has different criteria.
The cycle runs for months. Between the first visit and the contract someone reads around thirteen pieces of content. One service page decides nothing here.
You have to learn the product. A copywriter producing “innovative solutions for your business” sells nothing in B2B. The topic has to be understood first.
The most valuable skill in B2B is telling “there is no demand” apart from “the tools cannot see the demand”. Those are different claims, and confusing them is expensive.
Our experience
Niches we had to learn
A manufacturer of pigments for the coatings industry, an open-source B2B eCommerce platform, marine engines, 3D visualisation for property development. What they share is that none of them yields to a quick read.
4 years
median length of a client engagement
9.1
average NPS
2.55×
the traffic on fewer ranking keywords — OroCommerce
20
people on the team
What we do
Understand first, write second
Interviews with your experts. Without them, copy about industrial equipment is filler, and a buyer spots it within a paragraph
We check against Search Console, not estimates. In narrow niches external services understate regularly — on one project by a factor of ten
Profiles of everyone who influences the decision. Engineer, procurement, management — different pages and different arguments
Content across a long cycle. From “is this even about me?” to “why you and why now”
Presence in other people’s reviews. In B2B the buyer looks for comparisons, and they should not only exist on your own site
Rankings over traffic estimates. Ahrefs estimates traffic but measures positions — in a narrow niche that distinction is the whole game
On one project in a niche the tools barely register, we took the core queries into the top three — and it was the rankings, not a traffic estimate, that became the headline of that case study. Traffic would have read better. And been less honest.
Case studies
B2B case studies
Every figure comes from Ahrefs, covering the period from the start to the end of the work. You can check them yourself.
Важке промислове обладнання · B2B
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Дивитися кейс →Questions
What we get asked most
There are only a few hundred buyers worldwide in our niche. Does this work?
It does, but it has to be measured differently: by rankings on core queries and by the number of enquiries, not by traffic. A few dozen visits a month in a niche like that can be worth more than ten thousand in a mass market.
The tools show zero demand in our topic. What does that mean?
Usually that demand is low and therefore hidden, not that it is absent. We check that against Search Console and indirect signals: what your existing clients search for, what questions reach sales, how competitors phrase things.
How long before you understand our product?
A few interviews with your experts at the start, plus access to existing material. After that the personas are built into the project’s GPT agent, which every brief passes through — so the depth does not decay over time or when authors change.
We have no marketer in-house. Can you manage?
Yes, our process assumes exactly that. For complex technical products the absence of a marketer is the rule rather than the exception. More on that on the page for CEOs.
Let us get into your niche
Even if it looks too narrow to promote. If there is no result to be had, we will say so.