For 2025, we worked closely with Freighter Group to create something truly special – a fully interactive online brochure displayed on large-format touchscreens throughout their stand. With the recent rebranding bringing all trailer models under one cohesive brand identity, we identified an opportunity to showcase their entire product range in an engaging, interactive format.

The interactive display allows users to explore 3D models of each trailer, rotating and examining them from every angle, peering underneath, and zooming into specific features. Key specifications and benefits appear as hotspots when users interact with different elements of each model.

After extensive research to find the perfect platform, we selected Vectary for its ability to handle large-format CAD files while providing the flexibility we needed to maintain brand consistency. Rather than using an off-the-shelf solution, we created a custom subdomain of the Freighter Group website, giving us complete control over the user experience while integrating the 3D models seamlessly.

Developing the site architecture to house the online brochure was a critical part of this, aiming to maintain the right look and feel of the brand’s digital presence, while also ensure better user experience reflecting the touchscreen nature of the presentation at the Truck Show (such as horizontal scrolling rather than vertical, or a simplified page structure that didn’t require clicking through endless landing pages).

Our team collaborated extensively with Freighter Group’s engineers, ensuring each model was accurately represented. One of the key advantages of our approach is the ability to update models while preserving existing hotspots and feature callouts, making ongoing maintenance efficient and straightforward.

Of course, working with such detailed technical files presented challenges. These trailers, often 10-15 meters in length and rendered at full scale, required significant optimisation to perform well in a show environment where connectivity can be unpredictable. Through careful refinement, we delivered a smooth experience that performed flawlessly on the show floor.

Looking ahead, we’re continuing to expand the interactive brochure platform, with plans to add nearly 40 models. The site will become an invaluable sales tool for dealers, providing customers with an engaging way to explore Freighter Group’s comprehensive product range.

Our partnership with Freighter Group exemplifies our approach to B2B marketing – combining technical expertise with creative innovation to deliver solutions that truly move the needle. To view more of our interactive display work or learn about our automotive industry experience, explore our website further. Or simply get in touch to discover how we can bring your brand to life at your next industry event.

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Having secured great talent in the form of motor racing identity Steve Richards, content was filmed across locations in Melbourne and Queensland. The video provided a great opportunity to showcase our skills as we scripted, directed, edited and produced a compelling central story line with a respected brand ambassador.  Sophisticated 3D animation that focussed on the injection process, was presented across all creative elements and provided a simple, visual reinforcement of the superior fuel benefits.

Under a tight schedule and cost structure The Faith Agency delivered a B2B campaign that targeted transport industry executives, truck drivers and owner operators. The BP sales team was also armed with extensive collateral support that was geared to educate and persuasively bring new customers and outlets on board.

Widespread, rapid product adoption was the clear and successful outcome.

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The initial brief from Exquisine was to help kickstart their content marketing strategy. While the brand doesn’t maintain an Instagram or Facebook profile, they aim to be quite active across LinkedIn (logical for a B2B business with such a narrow appeal).  Previously, they had worked with other agencies to help develop this content. However, the outputs were sporadic at best, and Exquisine felt that it could be done better, with greater consistency and measurement.

The Faith Agency immediately set out to implement a plan of attack wherein we would propose 6-months’ worth of content in one go (basically, 12 ideas for articles), get approval for that, and then develop all 12 articles over the course of a month, before sending them all through for final review and approval, alongside LinkedIn post copy and imagery to be used. Once approved, we would then work through scheduling the articles and posts across Exquisine’s website and LinkedIn platform, while also keeping a close eye on any incoming communications from interested parties that could be forwarded onto the client for further investigation.

The content is developed using a combined approach of copywriting nous and AI-generated ideation that helps to flesh out concepts and give our team greater efficiencies in developing this much content in such a short time. At around 500 words a pop by 12 articles in the span of 1 month, you can understand the need for such efficiencies!

This process has proven to be quite effective, minimising the amount of time that the client needs to spend reviewing work while still allowing us to meet the content requirements that they have set. There is still an opportunity for us to communicate on a regular basis as well, with monthly eDMs being developed in-house by our team of designers aimed at communicating with their database about the latest news and updates from Exquisine.

Our engagement with Exquisine has since expanded to cover more content and more social media posting, as well as increasing maintenance projects on their website, including updating sign up forms and smaller website design adjustments. We’re pleased to see that our work is having a positive impact on the number of leads they are receiving and are interested to see where things go from here! Contact us today to learn about how we can help implement a content marketing strategy for your business!

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Key Characteristics

But before getting into the differences, and having spoken to other experienced B2B marketers, I’ve summarised the key characteristics that I would consider essential for an advertising agency to be successful in the B2B space.

A thirst to understand

The agency must be prepared to develop a strong knowledge base of the B2B market they work in, including target audience, industry trends, and buyer behaviour, along with possessing familiarity with complex sales cycles, regulations, challenges, and opportunities.

Can create well considered, focused strategies

Comprehensive B2B marketing plans that are aligned to client goals with realistic propositions targeting desired behavioural responses are a key requirement of a good B2B advertising agency.

Makes what is complex creatively clear and compelling

B2B marketing can present many complex challenges. The only way that a good agency can thrive is with focused creative solutions while developing unique value propositions and messaging for B2B decision-makers.

Has strength in content marketing

Strong content creation skills for educating and engaging B2B buyers is crucial when looking to develop industry leading positions.

Executes multi-channel campaigns

Just because you’re speaking to other businesses doesn’t mean that you shouldn’t deploy integrated multi-channel campaigns aligning with B2B buyer journeys, using eDMs, social media, content marketing, sales presentations, digital advertising and events.

Is insightful and data-driven

Utilising data and analytics for B2B customer insights is a critical element for success, allowing for potential implementation of marketing automation for streamlined campaigns and lead nurturing.

Is committed to measurable results

Working closely with key decisions makers to identify and deliver measurable ROI for B2B marketing efforts is so vital to success.

Experienced in high value key account marketing

Demonstrating the capability and expertise in key account strategies targeting high-value accounts delivers success time and time again.

Prepared to listen, learn and collaborate

Collaborating closely with clients ensures clear communication and understanding of unique aspects of their B2B business.

What It Takes

In essence, a successful advertising agency in B2B marketing combines industry knowledge, strategic thinking, data-driven insights, and creativity to deliver effective and measurable campaigns that resonate with the target B2B audience.

And while there are many ‘capability overlaps’ when contrasting B2C and B2B marketing, there are distinguishing aspects that really make a difference to an agency being a highly effective B2B partner.

Genuine Desire

First and foremost, there has to be a genuine desire and passion to understand the market and business situation and, in many cases, a rich and insightful history. It doesn’t happen overnight, as a lot of B2B markets can be quite complex and multilayered, so you have to be prepared to do the hard yards. Its amazing the difference this can make.

Clear Thinking

The second is being able to turn the complex into something that is simple but compelling. That doesn’t mean developing creative that dumbs down the value proposition. It’s all about connecting with the decision maker in an engaging and relevant manner that motivates the purchase journey.

Strong Team

Thirdly, the agency team is crucial. Having a background and knowledge on how business to business marketing works is a real advantage. At The Faith Agency, we have been fortunate over the past 20 years to work across many industries and gleaned valuable, transportable insights that have proven and beneficial impact. We’re also fortunate to have executives within our team who have worked in B2B marketing businesses and therefore recognise the need to deliver strong results within demanding timeframes with budgets that are always under pressure!

Conclusion

At The Faith Agency, we believe a successful B2B advertising agency is a unique blend of industry knowledge, strategic prowess, data-driven insights, and creative innovation. It’s about embracing a genuine passion to unravel the complexities of B2B dynamics and turning intricate challenges into simple, compelling solutions that deliver measurable results.

Contact us today to elevate your B2B marketing to new heights!

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Regal Rexnord is an innovative, global business which began 125 years ago and is now a Fortune 500 company. With an industry leading range of brands, Regal Rexnord engineer and manufacture powertrain solutions that transform industries and the world through superior precision, reliability and performance.

Faith’s appointment came with a wide-ranging brief to establish a focused brand communication platform across operating markets embracing traditional as well as digital mediums.

The first step in this new brand journey has been the targeting of the Wind Turbine industry which will see the implementation of an integrated strategy covering print, web, eDMs and digital advertising, integrating key messages with dynamic visual presentation.

We look forward to expanding our relationship with Regal Rexnord moving forward.

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The company is working closely with the Battery Stewardship Council to ensure button cell and lithium batteries are recycled for processing rather than ending up in landfill.   Sadly, Mercury and silver-based button cell batteries that are dumped in landfills, or incinerated, will leak mercury toxins into water supplies and food chains.  They should be recycled and not put in with normal rubbish.

Ecobatt has invested heavily in technology and through its website and communication programs it is ensuring that we  look to achieve world best practice with our battery recycling, which currently is less than a third of what has been achieved in Europe.

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Faith has been working with AL-KO for close to ten years, meaning that we have an incredibly deep relationship. Faith has been around for product innovations, industry changes and everything in between. But only recently have we sought to deepen our relationship, managing digital development requirements and email marketing capabilities in addition to creative development and branding and strategy.

AL-KO originally started work on their website in mid-2019 with a previous digital agency but struggled to achieve the momentum required to finish the project. The original development had been plagued with inconsistent design choices, poor CMS decisions, and site architecture and information hierarchy that were not favourable to a positive outcome. Faith was brought on board in mid-2020 to help pilot the project to the finish line.

While we maintained a fair amount of work that had been done up to that point, our ultimate responsibility was to streamline the process utilising a WordPress platform build without a major redesign of the website, but ultimately trying to provide the best website for customers and AL-KO staff alike.

The development of the website was relatively straightforward, but one of the larger challenges was the transition of information architecture from the previous AL-KO site to the new platform. The previous AL-KO site had passed its use-by-date, with information not organised in the best possible manner, presenting a rabbit warren of pages, products and news articles that was near-impossible to navigate. We worked closely with AL-KO to combine and recontextualise information to make as much sense as it could. Breaking down key products by their usage, clearly delineating product downloads (like brochures and PDFs) and setting out a clear and consistent dealer look-up function were critical priorities.

Ultimately, we were able to launch the website to great acclaim. The design language was bold and distinctive; very Australian but still respectful of the European heritage that AL-KO presents. The site structure is clean and easy-to-use, and while web traffic initially dipped due to the adjustments in page content, it’s recovered strongly over the last several months.

Of course, all of this is just the first step in a long journey aimed at improving the site over several rounds of revision, with new products being launched, additionally brands being integrated and of course, continual SEO review and improvement.

For more information about how Faith can help you with your website, reach out to us today!

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Using this anniversary as the focus of their display, while also celebrating their other brands including Maxi-CUBE, Hamelex White and Trout River, MaxiTRANS sought Faith’s assistance across a range of different pieces. We originally consulted on stand ideas and how best to convey the story being told earlier in 2020, but in time for the show’s launch, we were required to develop key assets as a part of the presentation.

The first part of our assistance involved development of a number of different signs to be used not just at the show itself, but also during MaxiTRANS-specific events separately. With solid briefs and a range of key hero imagery, we worked quickly and efficiently to develop the appropriate assets to exact specifications.

In addition to the signage, we were also heavily involved in developing a brand-new range of brochures representing each of the six primary MaxiTRANS brands, as well as their Servicing and PBS capabilities. Created over a number of months, these brochures each had a shared look and feel to sit comfortably side-by-side, while still reflecting the unique advantages of each of the brands. These were developed primarily as digital-only documents, to be shared on the MaxiTRANS website and at the show using QR code scanning on mobile phones.

And most importantly, we developed the 10 various hero videos that were displayed next to each trailer featured at their stand. Cut together using an assortment of previous videos, advertisements and new concepts, these videos were a serious amount of work. However, thanks to the hard work of our internal video team and MaxiTRANS’ steadfast support, we managed to pull everything together in time for the show.

And what a show it was! With a huge amount of interested customers making their way through MaxiTRANS’ display, many internally and externally said it was their best show ever. Through the design & creative, strategy and videography work of the Faith team, we’re proud to say that we were a part of something special. If you’re interested in learning more about our B2B capabilities, get in touch with us today.

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Since 2017, MaxiTRANS has been closely linked to R U OK? Day (the second Thursday of September), committing to donating 1% of all sales made on the day to this incredible cause. They have engaged with their staff both in head office, dealerships and service centres across Australia to ensure that everyone has their voice heard and are asked, “are you okay?”.

Faith has been working with MaxiTRANS since late 2018 and has assisted in communicating their connection with R U OK? ever since. Mental health means a lot to Faith and we’re proud to help out.

In 2020, MaxiTRANS once again had pledged to donate 1% of all sales made on R U OK? Day, and asked Faith to develop a series of pieces aimed at conveying the importance of the day and letting customers know the good that they would be doing if making a purchase with the brand.

The primary point of communication for MaxiTRANS and its numerous dealerships and service centres across the country is a simple A4 flyer. To be prominently displayed in these facilities throughout the latter days of August and through September up to September 10^th (R U OK? Day in 2020), the flyer had to cleanly and effectively communicate the offer as well as the backstory of R U OK? and of MaxiTRANS’ involvement. Our creative and design team was more than capable of developing an appropriate design fully compliant with MaxiTRANS brand guidelines.

A huge part of the MaxiTRANS business is social media management. With six primary brands having varying target audiences, as well as the parent organisation requiring a voice, Faith has managed these pages from the very beginning. It was of course critical that we leveraged these almost 25,000 users to engage with them about such an important cause.

A series of organic posts were developed to communicate the incentive, but paid activity was also coordinated to run simultaneously, both to spread the message beyond the organic audience but also to encourage those new users to follow the brands that were relevant to them.

Finally, a series of digital display GIFs were developed for MaxiTRANS’ own Google Display campaign as well as for external sources including Truck Sales, a critical cog in the new and used trailer market for MaxiTRANS. These GIFs sought to convey the basics of the campaign (R U OK? Day, the promotion, and where to find out more information) in a series of GIFs presented in multiple sizes, cleanly and clearly, with eye-catching design.

While the final results of the campaign are yet to be determined, we can be proud of MaxiTRANS’ and Faith’s involvement in such a critical cause. This campaign was a huge testament to the relationship that exists between client and agency, with quick turnarounds and exceptional results. We look forward to continuing our partnership with MaxiTRANS into 2021 and for the next R U OK? Day as well. For more information about how Faith can help your business, get in touch with us today.

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The Brief

In the mad rush during the initial weeks of the pandemic being announced, the Australian Government announced a series of changes aimed at keeping businesses operating. The fundamental allowance of these announcements was to increase the instant asset write-off threshold from $30,000 to $150,000 while also expanding access to these benefits to include businesses with an aggregated annual turnover of less than $500 million (up from $50 million).

This was extremely beneficial to MaxiTRANS, with a number of their new and used trailers sitting in this new threshold range and many of their customers making less than the turnover limit. There was a need though to educate their new and potential customers to these benefits and to explain how MaxiTRANS fit into the process.

The Challenge

The first requirement was a catchy name. Given the need to explain the benefit to customers, Faith developed a logo lock-up and image template using the phrase “Economic Stimulus Update”. The announcements weren’t just limited to the asset write-off, so Faith developed a series of organic and paid social media posts as well as Google Display banners that communicated these over a period of 3-4 weeks.

In bold MaxiTRANS colours, with a strong Navy background and striking Gold type, accompanied with a mixture of dynamic hero images from each of the brands as well as simple, effective icon-based images, these creative pieces clearly and effectively announced the changes for customers.

Next Steps

However, as the pandemic continued through March into April and got closer to May, MaxiTRANS decided that they need to continue promoting these changes, not just to educate their customers on the broad announcements, but to the types of purchases that would be available to them. It wasn’t just new trailers (which by this point new builds were almost fully booked through to the end of the financial year), but used trailers were applicable too. Additionally, it was identified that trailer upgrades and enhancements were included as well.

Working from a list of upgrades including refurbishments, model-specific product enhancements, and general maintenance, we developed new icon-based visuals to communicate these opportunities. Working quickly and efficiently, across each of the MaxiTRANS sub-brands as well as some of their state-based Facebook pages, we developed our creative assets and scheduled these posts in a matter of hours.

The overall results for MaxiTRANS as a result of this campaign were impressive, with a marked improvement in sales, service requests and website traffic. There are plans to continue the campaign through to the end of the financial year with evolving creative and additional offers.

Gotta Have Faith

With close to 20 years of experience working with brands on time-sensitive campaigns such as this, Faith is well-positioned to support businesses during the coronavirus pandemic. With flexible and efficient creative services, we can help develop key visuals and creative assets to support your needs, while our social media management team utilise key data analysis to identify the best types of posts and scheduling patterns to benefit your business. With a raft of additional services including video production capabilities, media planning and buying and high-level branding considerations, get in touch with us today to find out how we can help your business.

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