Marketers back vendors who understand their work and make a purchase easy to defend. Win them over from first impression to signed contract.
Be the brand marketers want to buy from
^^We build^^ martech brand identities and content engines ^^that marketers champion^^
Block Club helps martech companies earn their buyers' attention and keep it, with a distinctive position, content they look forward to, and a buying journey that turns affinity into pipeline.
Read our research on martech buyers
What we do for Martech
Positioning & messaging
Tell a story that sticks
Develop your unique brand anchor and distinctive product claim a fast follower can't copy—grounded in audience and competitive research.
Brand identity & design
Demand attention and earn trust
Break out of the sea of SaaS sameness with a design system that's recognizable at a glance and flexible enough to grow with your product line.
Content systems & campaigns
Reinforce brand and generate demand
Build an always-on engine of thought leadership, product marketing, comparison content, and customer stories that shapes shortlists, reduces CAC, and shortens deals.
AEO & SEO
Show up where your buyers are looking
Win the "best tool for," "alternatives to," and "X vs. Y" searches and prompts where SaaS buyers build their shortlists in Google and in AI answers.
Website strategy & design
Built to sell 24/7
Launch a site that makes your value obvious in seconds and gives self-serve evaluators and full buying committees a clear path to yes.
Brand & content workshops
Find the story inside your team
Get product, sales, and leadership in a room to surface the differentiators your team talks about internally but has never put on the website.
Our martech bench
As a martech content and branding agency, Block Club works with growth-stage and established martech, adtech, and B2B SaaS companies.
- We repositioned and rebranded Airship, a pioneer in customer experience technology. We then built their websit and launched their content strategy and the brand awareness campaign reintroducing them to the market.
- For Tubi, we wrote and designed the site for its adtech platform, carrying its distinctive consumer brand into a voice and look tailored to media buyers. Then we used content to help change the costly misperception that Tubi was a FAST channel rather than an on-demand streaming platform.
Frequently asked questions
What should you look for in a martech brand identity agency?
The best martech brand identity agencies start with positioning before they design anything, because in martech many platforms have similar features and the brand has to carry the difference. Also look for named martech clients, a track record of designing identity systems built to scale (templates, guidelines, and AI-ready assets as well as a logo), and the ability to carry the identity through the website and content. Block Club builds martech brand identities from positioning through ongoing content marketing, as it did when it repositioned and rebranded Airship.
What does a martech content agency do?
A martech content agency creates thought leadership, original research, product content, and campaigns that help marketing technology companies earn attention and pipeline from marketing buyers. That's a different job from a martech consultancy, which implements and manages marketing tools for brands. Block Club does the first kind of work, and connects content to positioning and brand identity so every asset reinforces the same story.
How is a martech content marketing agency different from a general B2B content agency?
A martech content marketing agency writes for buyers who are marketers themselves. They know content marketing from the inside, so the content that wins them over is the kind they'd be proud to have made: useful, opinionated, and worth sharing with their team. A martech-focused agency brings fluency in the category's buying committees and crowded landscape, and builds content that grows the affinity which makes a buyer choose you when the features look alike.
What kind of content works best for martech buyers?
Martech buyers respond to content that teaches them something they couldn't get elsewhere: original research, a clear point of view on where marketing is heading, customer stories with measurable results, and honest comparison content. Because many buyers now start their research in AI tools and then visit vendor websites to verify what they found, your site's content also has to be specific, consistent, and easy for AI models to cite.
Why does brand affinity matter so much in martech?
Marketers use their martech every day and often champion it internally, so they tend to choose vendors they trust and enjoy working with, not only the ones with the longest feature list. In crowded categories where platforms overlap, that preference can decide the deal. Block Club builds affinity by finding an insight a martech company can own and carrying it through content and every brand touchpoint.
How do martech buyers use AI to evaluate vendors?
In Block Club's research with 30 U.S. marketing leaders, AI was used in 97% of martech buying decisions, making it the second most-used research channel after traditional search. Buyers lean on AI most at the start of the process and when building a business case, then visit vendor websites to verify what AI told them. Demos and personal conversations still carry the final decision, but vendors that don't appear in AI answers risk never making the shortlist.
How do I choose the right martech content agency?
Look for direct martech experience, a process that starts with positioning rather than an editorial calendar, and examples of content that built a following with marketers and turned it into pipeline. Ask how the agency connects content to brand and revenue goals, and whether their own content is something you'd subscribe to.
