As a taste of our support, we leveraged our expertise in communicating about evolving and future technologies to help Resillion articulate its position more confidently and clearly. We also increased the accessibility of datasheets by restructuring and slimming down densely packed expertise into an easy-to-read format. With the most compelling reasons to engage at the top, their datasheets became a more compelling and effective sales tool.

For web content, we refreshed existing copy to maximise its relevance to today’s reader and crafted copy from scratch. As a result, web pages effectively communicated technological concepts and reasons to use them clearly, incorporating plenty of keywords without compromising the motivational messaging.

Across many projects, we filtered through Resillion's expertise to identify and highlight the most hard-hitting aspects, messages and questions to target audiences via infographics, sales enablement emails and social media content. This included establishing a posting schedule to ensure every solution area got equal exposure on LinkedIn and creating posts and social sharing images featuring ‘hooks’ relevant to the market. Reflecting our social media expertise, Resillion credits us as a key contributor to growing its LinkedIn followers by an extra 20,000 in our year of involvement.

Plus, in the design realm, beyond regular support in creating and applying branded templates for a broad range of content, we developed a striking look for a core Resillion resource, its DNA eBook. This asset sets out the essence of Resillion, covering its vision, mission, values and philosophy. Working within the brand guidelines, we gave the eBook a fresh, enticing look that stands out from other Resillion publications and works as both a digital and a print resource.

From introductions to valued partner

Together, we’re planning for our partnership to continue. Resillion team members know we’ll participate in strategic discussions whenever helpful and will be ready to support them with anything required.

We’re proud to be known for:

• Delivering consistently high-quality content to tight timescales
• Responsive, intelligent and creative project management
• A strong commitment to Resillion’s objectives
• Expertise in turning complex technology into compelling marketing messages
• Assimilating rapidly into Resillion’s ways of working
• A can-do, leave-it-to-us attitude
• Sharing deep expertise in communicating with B2B decision-makers

With the UK government set to invest more than £2 billion over the coming years, the UK’s quantum sector has officially graduated to a powerful ecosystem of companies.

Technology in the sector is moving forward at pace, with products and commercial sales growing year-on-year. But despite this momentum, B2B marketing in the quantum space isn’t making the same waves.

For quantum companies operating in the UK, B2B marketing sits at the intersection of deep technical innovation, long sales cycles and a still-evolving market narrative. That combination creates unique challenges. Here are some of the key ones:

1. Explaining value in a market that’s still defining itself

In most industries, buyers already understand the challenge or the problem space. Perhaps they’re new to your solution, but they understand the context it sits in. With quantum it’s different. Even among senior decision-makers, awareness and understanding vary widely. Some are well-versed in the implications of quantum computing and its risks, while others are only just beginning to engage with the topic.

This means quantum companies' marketing can’t focus on differentiation; instead, it must invest heavily in education and awareness. But it’s a fine balance – overly educational and you’ll sound generic, too quick to showcase your product and you risk losing an audience that doesn’t understand the problem it solves.

The best approach is to anchor your messaging in real-world impact, not abstract capabilities. That way you communicate relevance without over-simplifying.

2. Navigating long and complex buying journeys

Like most B2B technologies, quantum solutions are typically selected as part of a lengthy buying cycle. Whether you’re selling to telecoms, defence, finance or government, you’re dealing with multiple stakeholders, extended evaluation periods and timescales that can stretch over months, even years.

Marketing in this context is about building sustained confidence over time. Buyers will revisit your content repeatedly, share content with peers and assess both your technology and your credibility as a long-term partner.

In this context, consistency is key, and your messaging, tone and positioning need to hold up across every touchpoint, from early-stage thought leadership to detailed technical materials.

3. Standing out without losing credibility

Quantum professionals work in a sector that’s driven by complex, cutting-edge science. Sharing this with prospects in a way that’s engaging is a challenge, so many quantum companies default to safe, technical messaging to avoid over-claiming.

The result? Content that’s accurate but indistinguishable from competitors. So how can quantum companies create messaging that avoids hype but still enables the organisation to stand out? It’s important to be specific, to use clear use cases and highlight the tangible outcomes of your solution.

4. Aligning technical and commercial voices

Quantum companies are typically led by scientists and engineers, so translating the complex ideas these professionals work with into market-facing narratives requires marketing expertise.

Too much technical detail can overwhelm non-specialist audiences. Too little can make the organisation seem less credible or dilute the value of the technology. Effective B2B marketing shapes messaging so it’s accurate, accessible and still communicates the nuance that sets you apart.

5. Moving from “future potential” to “present reality”

One of the biggest shifts in quantum right now is the move from theoretical promise to practical deployment. But lots of the language used to ‘talk quantum’ still leans heavily on future impact, promises and challenges.

In B2B, buyers are increasingly aware of long-term promises without short-term deliverables. With budgets stretched, results in the foreseeable future are vital.

To build credibility, your marketing should reflect where technology is at today, with a focus on what’s deployable, what’s being tested and where value is being realised.

Bringing it all together

Effective quantum marketing combines a deep understanding of the technology and the audience. Communicating clearly and building credibility will set apart market leaders and secure market position.

If you’re looking for a marketing agency that understands quantum and deep tech, get in touch. We’ve worked with quantum and deep tech messaging for years, and we understand how to position technically complex products in a way that builds credibility, trust and commercial momentum – helping you achieve your business goals.

Frequently asked questions

What quantum companies have you worked with?
We work with quantum computing, sensing, communications and broader deep tech organisations that are moving from research into commercial reality. Our clients include:
-Quantum startups preparing to commercialise
-Deep tech businesses selling into defence, telecoms, finance and government

Do you work with early-stage quantum companies?
Yes. We support both early-stage quantum startups and more established organisations navigating enterprise and government sales cycles.

Do you understand highly technical subject matter?
Our experience in quantum and deep tech means we’re comfortable working directly with scientists, engineers and technical founders.

Is your marketing B2B-focused?
Yes. We specialise in B2B marketing for complex technologies with long buying journeys.

Everyone knows the theory - when sales and marketing operate in silos, results suffer. Misaligned goals, inconsistent messaging and disjointed customer experiences undermine the goals of both teams.

At the extremes, marketing and sales stop talking and both operate in their own worlds. Marketing crafts content that looks and sounds great but may be wide of the mark in customer terms. Meanwhile, sales do their own thing. They pull together their own materials that are filled with powerful and effective messaging but are off brand, often ugly and may only work when delivered by a talented sales professional.

In organisations with outstanding results, a bursting business pipeline and a customer base that feels understood, sales and marketing make love, not war.

Why B2B sales and marketing alignment matters

Alignment is essential for sales and marketing to feel the love. It begins with everyone laying their preconceptions aside and acknowledging a fundamental truth:

Sales know what prospects are asking. Marketing knows how to tell powerful stories.

Collaborating to give target audiences the information, insights, products and services they want depends on the following four steps:

1. Creating unified buyer personas

Sales and marketing must agree on who the ideal customer is. Co-developing personas ensures both teams target and speak to the same audience with consistency and in the language they respond to best.

2. Jointly develop content

Start by talking to top-performing sales professionals to gather sales insights, find out what content they’d like and how they’d use it. Co-create content that addresses real objections and educates buyers in the context of their motivations.

3. Implementing closed-loop reporting

Establish feedback loops to get hard data on results, measuring how marketing activities influence sales outcomes. Use CRM data to refine strategies and optimise content and outreach.

4. Talking regularly

Target audiences’ pain points and motivations shift with the winds of financial, political and cultural change – and frontline sales teams will understand and keep pace. This means marketing and sales conversations must happen regularly so that marketing content always hits the sweet spot.

Create content that marketing AND sales love

Target audiences’ pain points and motivations shift with the winds of financial, political and cultural change – and frontline sales teams will understand and keep pace. This means marketing and sales conversations must happen regularly so that marketing content always hits the sweet spot.

Over twenty years ago, asabell began by creating marketing materials directly commissioned by a sales team[KH1] . Aligning the needs of both B2B sales and marketing teams means everyone benefits and both teams want to use the content. We’ve never forgotten our roots, and always champion getting the sales perspective during a briefing process.

Get in touch to talk through our tried-and-tested processes for delivering B2B marketing content that sales teams will be eager to use.

Humanising B2B marketing: Why the human touch still wins

Technology has transformed the way we work and connect. It’s given us efficiencies we couldn’t have imagined a decade ago and opened up new possibilities for businesses of every size. But if we’re honest, it’s also left some of us feeling a little… disconnected.

Because when every process is automated, customer conversations are routed through bots, and interactions are reduced to ticket numbers, something important slips away. The human touch.

We’ve seen this before

Technology trends can be circular, like fashion trends. Something shiny and new arrives, and we all rush to embrace it, but the cracks begin to show over time. Just as the world of desire moved from small mobile screens back to bigger, more immersive ones, we’re now shifting away from total automation thanks to a renewed appetite for genuine human connection.

We’ve learnt that technology can be brilliant, but it’s not the whole answer. People still want to feel understood and valued, not just processed – however efficiently.

Balance is everything

In the B2B marketing sphere, we believe in finding the sweet spot where technology and humanity work in harmony.

Let tech do the heavy lifting

Automate, but carefully. Use it to free up time by removing repetitive tasks and lean on its accuracy, scheduling, analysis and reporting strengths. Let it take these things off your plate to create more room for you to focus on the human side of business: creativity, empathy, big-picture thinking. There will be plenty of occasions where a CRM system can issue a templated response, and it will be absolutely fine. However, only a human has the skill to know when a relationship needs a unique reply.

Make time for real-time conversations

Sometimes a quick call or face-to-face meeting achieves more than an entire automated campaign. Generational awareness is critical here; you may need to train and encourage your younger employees to pick up the phone, and it’ll be essential to judge how each member of your high-value target audience likes to communicate. But the principle holds that direct, personal conversation can outperform nurture track programmes by miles.

Stay human

This isn’t about resisting change. It’s about choosing the right moments for a personal touch and making them count. In some ways, this means stepping up your vigilance for such moments and remaining alert for the times when you need to break free from the dictates of a marketing campaign structure to make a tailored move. For example, is your audience swamped with digital marketing to the extent you suspect they’re just deleting it unread? Could you break through this overwhelm with something unexpected, like sending some printed material with a hand-written cover note?

Humanising B2B marketing: What this means for us and for you

At asabell, we know our clients remember more than the results we deliver. They remember how we make them feel, which is why we combine the efficiency of technology with the warmth of human connection.

We stay vigilant and monitor marketing, sales and communication trends as well as the mood of your markets. And, although we use highly performing digital marketing strategies and tools in our campaigns (some of which lean on automation), we always start by asking ourselves how we can best get through to your targets. Sometimes the answer is as simple as helping your sales teams to make opportunities to speak to their customers.

This is how we earn trust. It’s how we help our clients grow. And it’s how we stand out.

If you want to work with a partner who can cut through the noise, tell your story in a way that resonates, and keep the human touch alive in a digital-first world, we would love to talk.

While your company page plays a central role in shaping your social media presence, the real power lies in activating the voices of your people.

When employees regularly share relevant industry news, offer expert commentary and speak authentically about their work, it adds depth, reach and trust to your brand. It also boosts visibility to new audiences - particularly important for scaling businesses looking to stand out in a crowded market.

Yet for many innovative organisations, particularly in fast-moving sectors like cyber security and quantum tech, managing consistent, strategic social activity can quickly fall down the to-do list.

That’s where a focused, low-lift social strategy that supports both company and individual accounts becomes a game-changer.

Take KETS Quantum Security, for example. This award-winning UK startup wanted to boost its credibility and industry profile online while staying focused on its core business. We partnered with KETS to deliver a streamlined, end-to-end LinkedIn strategy that elevated both its company page and employee voices - driving a 214% engagement uplift in just one month.

You can read our full case study here.

Generating on-point posts with a streamlined, low-touch process

Upfront, we worked closely with the KETS team to understand their key topics, keywords and preferred tone of voice so we could rapidly draft effective content for them in their ideal style. For each personal account, we carefully aligned all posts with that professional’s expertise and market positioning while keeping their voices authentic and distinct.  

We regularly scoured the national and industry press for high-quality news on the latest developments in KETS’ specific interest areas. Based on our deep experience in delivering technology and security content, we then crafted engaging posts, including insightful comments, to showcase this up-to-date information to KETS’ connections and followers.

Our streamlined workflow meant KETS personnel only needed to review a set of posts once a month to have a regular stream of interesting and relevant content going out on their accounts.

However, our partnership also had inbuilt flexibility to support ad hoc posts whenever required. One KETS team member, for example, liked to send through relevant news items that caught their eye. We took these links, plus the expert insight accompanying them, and returned a post for sign-off the same or next day. Plus, we designed bespoke, branded and visually engaging social images aligned with KETS’ brand identity when the company wanted it.

Once signed off, we took full responsibility for scheduling and publishing posts and managed all account access. In monthly check-ins, we reviewed performance, discussed upcoming topics and refined our strategy as needed.

A strong partnership for strong results

By entrusting us with their LinkedIn management, KETS Quantum Security was free to pursue its core business objectives, confident that its social presence was handled strategically and effectively. This strategy paid dividends: in the first month of our management, the KETS company page experienced a 214% increase in engagement on LinkedIn.

How the right marketing partner makes all the difference

For businesses operating at scale, a strong online presence isn’t just a nice-to-have - it’s business-critical. And for global organisations working across multiple industries, website overhauls can become an endless process where internal teams struggle to find the time to pin down a web vision, refresh content and turn complex messages into clear calls to action.

Whether you’re looking to refresh your website or build it up again from scratch, it’s important to bring in marketing experts who can help shine a fresh perspective on where your messaging and user journey is working, and where they could work harder.

That’s where the right agency can be a game-changer. A seamless extension of the team, ready to structure messaging, streamline user journeys and create content that speaks to diverse audiences - all while keeping strategy at the core.

In most web projects, early collaboration is key. But with an experienced agency, it’s possible to get a web project on track – or back on track – within weeks. From developing frameworks to guide website transformation, to navigation, messaging hierarchies and web copy – the key is to ensure every step of the online experience is intuitive, engaging and aligned with business priorities.

Keen to find out more about how to develop a site that reflects your organisation’s purpose while actively driving engagement and growth? Take a look at our case study to find out more about how we helped a global organisation redefine its online presence.

Supporting a strategic website transformation

One of our highly valued clients is a global company dedicated to sustainable, innovative infrastructure solutions. With a global presence and large workforce, our client connects with a range of customers from different industries around the world.

With a new website launch in the pipeline, they wanted a marketing partner to help translate their vision and services into a compelling, easy-to-navigate digital experience. This marketing partner needed to hit the ground running - offering both a strategic overview of web journeys as well as compelling copy.

Two weeks from introduction to strategy presentation

The organisation contacted us after seeing content we’d created for another arm of the business. Impressed with how we’d enhanced and updated sustainability messaging, the content marketing lead asked for an introduction to us.

Our contact began with a preliminary meeting to assess our capabilities, followed by a panel discussion to explore our experience as an agency and understand more about what we’d bring to the company’s supplier network.

Just a few weeks later, we presented our vision for the new website structure to the global marketing team. From user pathways to messaging hierarchies and new ways of expanding our client’s reach, our digital framework was an extensive piece that took both a strategic and practical approach to their online rebuild.

Our strategy was a hit with the marketing and web development teams, and we were signed on to help with the project. The project's first stage was to develop a framework document to help the organisation’s global teams to understand the vision and data behind the new website structure, approach and customer experience.

Impressed by our ability to develop and deliver innovative, compelling and out-of-the-box messaging, we were soon working alongside various members of the global marketing team on other projects ranging from whitepapers to case studies, articles, videos, web copy, social support and more.

What we delivered for our client

Winning an award isn’t just about gaining customer and industry recognition; it’s a strategic move that can boost your business in many ways. Whether you want to attract more customers, strengthen your brand or boost team morale, an award win delivers measurable benefits. Here’s why entering - and winning - business awards should be part of your growth strategy:

1. Boost sales and revenue

Awards don’t just look good on your website; they directly impact your bottom line. Businesses that win awards see an average 39% increase in sales, while SMEs have reported a 63% rise in income compared to non-award winners. That’s a serious return on investment.

2. Stand out and build trust

In a competitive market, credibility is everything; 80% of consumers prefer to purchase from ‘award-winning’ businesses, proving that an accolade can be the deciding factor when potential customers are choosing between you and a competitor.

3. Increase brand visibility and recognition

Winning an award gets people talking; 68% of businesses report better brand recognition after receiving an award. This helps you gain traction in your industry and opens new opportunities for partnerships and press coverage.

4. Motivate and retain employees

Your team’s hard work deserves recognition, and awards can be a powerful tool for boosting morale. With 84% of employees saying recognition affects their motivation to succeed, an award win doesn’t just reward your business - it energises your workforce, too.

5. Gain a competitive edge

An award sets you apart from the competition, reinforcing your reputation as a leader in your field. Whether you’re looking to attract clients, investors or top talent, being an award-winning business makes your brand more appealing to those who matter most. That's why SMEs note a 63% rise in income when compared to non-award winners.

Want to see your business take home the trophy? We can help you craft compelling award entries that maximise your chances of success.

October is Cyber Security Awareness Month, a time when businesses across all industry sectors are reminded of the critical need to safeguard their digital assets. This is particularly true for technology and cyber security companies as they are dealing with an ever-evolving landscape of cyber threats and regulatory challenges.

But while Subject Matter Experts (SMEs) are working around the clock to support and defend their clients’ digital infrastructure, another great threat to business growth is finding the time to promote their own expertise.

Growing challenges in cyber security

Cyber threats are evolving rapidly, and tech companies are continually battling against new and more advanced forms of attack. From ransomware and sophisticated bots to advanced phishing schemes, organisations must stay one step ahead of current threats while preparing for those still on the horizon.

AI is an especially powerful tool in the hands of cyber criminals. It enables hackers to identify and exploit vulnerabilities at an unprecedented speed, making it more challenging for tech professionals to counter and adapt cyber security measures at pace.

In addition to these direct threats, cyber security companies are having to navigate an increasingly complex regulatory environment. Compliance with standards like the General Data Protection Regulation (GDPR) and the Network and Information Systems (NIS) Directive require constant vigilance. Data Protection Impact Assessments (DPIAs), policy development, training and incident response planning are just some of the essential safeguards that must be in place to avoid the significant risks of non-compliance.

Finding time to build your brand and grow your business

In this demanding environment, cyber security and tech experts often struggle to find the time to promote their company and services and differentiate themselves from their competitors. SMEs are focused on using their technical expertise to protect clients from cyber threats, leaving little time for marketing. Efforts to highlight the company’s strengths and achievements often take a back seat, and valuable insights go unnoticed, making it difficult to attract new clients.

While you’re busy helping your clients, we can help you with the clients you haven’t met yet

While you’re busy safeguarding your clients, we can help you reach new ones. With years of experience partnering with technology and cyber security organisations, we understand the nuances of your industry and the challenges you face.

We know that your SMEs have valuable insights, but time is scarce. That’s why we’ve developed a streamlined process to extract their expertise in a quick, 30-minute call and turn it into compelling content.

We specialise in translating complex technical topics into engaging content that resonates with your target audience. We know how to talk tech and be listened to.

Whether it’s a blog post, white paper, case study, or thought leadership article, we can help you build a content strategy that positions you as a trusted expert, showcases your expertise and helps you stand out in the marketplace.

Cyber Security Awareness Month is the time to build awareness for your brand

With Cyber Security Awareness Month coming to a close, now is the perfect time to build awareness for your brand and show prospective clients why they should trust you to protect their digital assets.

Contact us today to learn how we can help you create content that reflects your expertise and builds your authority. Check out our case studies to see how we've helped businesses like yours succeed and browse through examples of our white papers and articles to see the value of well-crafted, thought leadership based content.