Differentiated combines ABM, deal-based marketing, content, and sales enablement for B2B technology brands that need to cut through – not just show up. Backed by the annual Art & Science research programme, which tracks how B2B decision-makers actually consume content and form buying decisions, the agency builds campaigns and communications that are genuinely relevant, commercially focused, and creative enough to be remembered.
Differentiated is a B2B marketing and sales agency founded and headquartered at Arlington Business Park, Theale, Reading, Berkshire, United Kingdom. The agency's commercial direction is led by Jon Buckthorp as Commercial Director. Differentiated is a certified B Corporation, reflecting commitments to social and environmental standards alongside commercial performance. The agency has built a strong award record, including Gold for Best Use of ABM at the B2B Marketing Awards 2021, Gold for Best B2B/ROI Growth Campaign at the Drum Awards 2025, and Silver for Agency of the Year at the B2B Marketing Awards 2025. Differentiated is a regular contributor to the B2B Marketing Podcast and wider B2B marketing industry debate.
Differentiated operates across four service areas. ABM and Deal-Based Marketing (DBM) covers account-based strategy and execution at 1:1 and 1:few scale, alongside a distinctive DBM capability that applies creative communications and tailored messaging across the full lifecycle of a bid – from RFI through to post-bid transition. Content and campaigns deliver thought leadership, demand generation, go-to-market launches, and awareness initiatives built around deep audience understanding and context-driven messaging. Sales enablement produces sales content, conversation starters, and credibility assets across the full sales cycle, delivered through Carousel – the agency's proprietary sales enablement platform – as well as channel and partner marketing support. Advisory and consulting provides strategic direction, framework development, and hands-on planning and execution support for multinational B2B organisations. Three proprietary tools extend this offer: Sens/AI, a GenAI engagement tool that transforms static content assets into interactive, personalised experiences for buyers; Carousel, a Netflix-style content platform for sales teams; and an annual research programme, Art & Science, which investigates how B2B decision-makers engage with content and form beliefs.
Differentiated works with enterprise and mid-market B2B technology brands including Vodafone Business, Softcat, Mitie, Boldyn Networks, and Enexo. For Vodafone UK, the agency delivered an award-winning ABM programme beginning with Royal Mail as a target account. For Softcat, Differentiated built a Carousel sales enablement platform described as a Netflix for sales content. For Mitie's Plan Zero sustainability initiative, the agency created campaign content connecting the facilities management group's environmental commitments to its enterprise customers. For Boldyn Networks, the agency developed an ABM campaign for the neutral host infrastructure provider. For Enexo, a cloud-based sustainability data platform for small businesses, Differentiated led the full go-to-market launch.
Differentiated is a certified B Corporation. The agency is shortlisted and awarded regularly at the B2B Marketing Awards, the Drum Awards, and the CRN Awards. Jon Buckthorp is a regular contributor to the B2B Marketing Podcast and is cited in the B2B Marketing Awards analysis as a voice on creativity, content dysmorphia, and thought theatre in modern B2B marketing.
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