B2B Marketing Case Study
B2B marketing drives sustained growth for B Meters UK
We continue to enjoy working with B Meters UK on their B2B marketing strategy, complete with a consistent brand and digital presence to maximise their distribution of award-winning water meters, thermal energy meters and remote reading systems. Our long-term relationship with B Meters underlines the impact of our B2B Brand Partner service, we've enjoyed an enduring relationship with B Meters UK since 2022.
The challenge
B Meters UK came to us with a problem that had nothing to do with their product.
Their meters were good, the technical knowledge was deep, and the support they offered was better than most of what their competitors could match, but the brand didn't say anything about that.
The brand has thirty years of history behind it, a team that could design, specify and commission metering systems for some of the most technically demanding applications in the UK, and a reputation built through years of repeat business and referrals.
What it looked like from the outside was a different story. The website listed products rather than expertise, the visual identity was inconsistent across materials and everything they put in front of a client described what they sold without conveying what they actually knew.
There was also an existing agency relationship that had run its course, not because the work was poor, but because managing it had started to feel like a part-time job. They needed a dedicated B2B branding partner who understood the business well enough to just get on with it.
The strategy
Improving the visual identity and brand collateral
Before we produced anything, we spent time understanding how B Meters' business actually worked, positioning them as a metering systems expert rather than as a product supplier. That distinction mattered because it determined what the visual work needed to do.
A business that helps specifiers and engineers design and implement reliable metering infrastructure needs materials that signal depth, reliability and technical authority before a word is read. The existing print materials were doing the opposite. Work had been produced over the years by different people using different templates, creating a body of work that looked inconsistent and gave a thirty-year business the appearance of a company still finding its feet. Product brochures were dense with specifications but said nothing about the expertise behind them and the price list was functional and but that's about it.
We designed a consistent visual language and applied it across everything. Data sheets were rebuilt around clarity and readability, structured to guide a reader through a decision rather than just present product features. The price list brochure became a considered, professionally designed document that reflected the quality and depth of the range. Brochures were rewritten and redesigned to lead with expertise and application knowledge rather than product features.
Revamping their existing website
The website presented a more complex problem, because it reflected how B Meters had always thought about their business rather than how their buyers thought about theirs.
The existing website was organised around product categories, which made internal sense but left buyers without the context they needed. A specifier arriving because they needed a metering solution for a specific application had to already know what they were looking for to navigate the website usefully. If they were still working out what they needed, the website offered little to help them.
We redesigned the website around how buyers actually arrive. Navigation was restructured to reflect the contexts in which B Meters' products are used rather than just the product groupings themselves. Product pages were rewritten as guidance documents rather than specification lists, giving buyers the information they needed to make a confident decision about the right product for their application. Technical content was written to demonstrate sector knowledge and answer the questions buyers bring to the website, and over time that approach is what drove the organic search improvements.
Social media management and content creation
With a consistent visual identity established and a redesigned website in place, the focus shifted to building B Meters' presence and reputation over time through content.
On LinkedIn, we developed a programme built entirely around sector expertise. Over a twelve-month period that came to 108 posts, covering topics that specifiers, engineers and procurement managers were genuinely trying to understand: system design considerations, application guidance, understanding the value of each meter and the kind of practical knowledge that positions a business as the authority in its field. The posts that performed best were consistently the ones that taught something useful rather than promoted product features, which reinforced what we had done on the website.
The email programme ran alongside the LinkedIn work. Over the first year we sent 57 campaigns through Brevo, each designed to demonstrate the breadth and depth of what B Meters could offer rather than to push individual products.
More than four years of brand partnership
Over four years of B2B branding and marketing has moved the numbers in the right direction across every channel.
Google ranking position moved from 22 to a consistent 9 across the target search terms, with no paid media behind it. Organic traffic grew by 67.9% year on year. The LinkedIn audience reached 1,269 followers, with 61% at senior, director or executive level, which is not the kind of audience that builds through product promotion.
The clearest commercial result came from the email programme. A contact on the B Meters list replied to one of the early campaigns saying they hadn't realised B Meters offered a particular product and that they had been buying it elsewhere for years. That conversation became a lead worth £50,000.
These results have been achieved because our campaigns have led with expertise rather than product features, giving customers a clear picture of what B Meters UK offers, something which no amount of product promotion can manage to get across.
"Matt is an extremely talented, dedicated marketing professional. He's able to hit tight deadlines with outstanding quality time after time. I have recommended his services to many of my customers and will continue to do so as work of his standard doesn't come around often."
Stephen Pickering, B METERS UK