Competitive Analysis: B2B Tech Marketing Landscapes
A sample slide showing my coded analysis of B2B tech agency messaging and the linguistic patterns used to appeal to potential clients.
Project Overview
As part of maslansky + partners’ Fall 2025 business development preparation, me and other interns was tasked with understanding how B2B tech marketing agencies communicate their value—and where m+p is under-communicating its own. The goal was to build a clearer picture of the competitive landscape so the firm can speak more effectively to technology clients.
The Problem
Competitors talk about technology constantly—breaking down sectors, offering evidence of results, and using language that’s bold, clear, and benefit-focused.
m+p was not.
Our website lacked tech keywords, SEO, and site navigation
Case studies were categorized by internal frameworks (4Cs) instead of industry
Past tech clients like AT&T, Samsung and Meta weren’t highlighted
This gap meant that potential clients searching for a tech-focused agency might not find us—or understand our relevance even if they did.
Methodology
We evaluated 10 leading B2B tech marketing competitors, analyzing:
Homepage language
Navigation structure (sectors, services, case studies)
Messaging frameworks
Social content and case studies presentation
Use of awards, testimonials, and client logos
Keyword density and SEO positioning
In parallel, the intern team conducted an internal language audit:
We tagged and categorized 2,500+ past m+p projects
Sorted work into simple, intuitive sector categories
Built an internal database indexing past tech projects and AI tools
Identified opportunities to better showcase relevant client wins
This ensured that our external recommendations matched what m+p can actually prove.
Key Findings
1. We are simply not talking about tech
Our competitors explicitly use words like innovation, AI, B2B tech, cloud, humanizing complexity, outcomes, and clarity. We largely do not.
2. Our site navigation hides our strengths
Competitors place “Technology” or “Sectors” directly in the menu. M+P does not—forcing visitors to dig.
3. Proof points are buried
Awards, logos, case studies, and testimonials (especially tech-related) were not visible.
4. Social media misses chances
Competitors regularly post:
Tech client announcements
Commentary on AI + innovation
Case study highlight
We do not—creating a perception gap.
Impact
Our research provided the foundation for:
- The marketing team’s development of a new “B2B Tech” sector page
- A searchable internal database to improve new-business pitch preparation
- Revised outreach strategies for Fall 2025 new business cycles
- Clear messaging directions: more bold, more benefit-driven, more tech-specific
For me personally, this project strengthened:
Cross-functional collaboration
Time management across a multi-week, high-stakes project
Data organization (Excel tagging, building consistent taxonomies)
Research synthesis and storytelling through decks
My Role
Co-led competitor research and language coding project
Tagged and categorized 2,500+ past m+p projects
Built systematic keyword and language comparison charts
Drafted narrative insights for the final deck
Ensured findings aligned with actionable next steps for marketing + leadership
