What Differentiated does

Differentiated is a UK-based B2B marketing and sales agency founded in 2019, operating from Reading, Berkshire, with a headcount of 11-50 employees. The company serves enterprise clients primarily in the UK across telecommunications, technology, facilities management, and professional services, delivering Account-Based Marketing (ABM) and Deal-Based Marketing (DBM) programmes aimed at complex, multi-stakeholder B2B sales cycles. Named enterprise clients include Vodafone Business, Softcat, Mitie, Boldyn Networks, EY, Samsung, and Ultima, with the Royal Mail ABM programme (delivered for Vodafone Business) cited as creating a multi-million-pound pipeline and winning Gold for Best Use of ABM at the 2021 B2B Marketing Awards.

The agency's product portfolio combines a core agency service with four proprietary content technology platforms: SensAI, a GenAI-powered engagement tool using LLM technology that allows buyers to chat conversationally with a client's content corpus; Digital Documents, an interactive publication platform built on the Foleon technology stack that transforms static PDFs into measurable, CRM-integrated digital experiences; Carousel (deployed as Area SIX for Softcat), a sales enablement platform with CRM integration and content engagement tracking; and Interactive Video, a branching-path video format. Differentiated also publishes the Art & Science annual B2B buyer research programme, now in its third edition (2025), which functions as both an IP asset and a marketing channel. The company holds B-Corp certification granted in 2025.

Differentiated generates revenue through bespoke agency retainers and project-based engagements on multi-year contracts, with no standardised pricing or self-serve offering. Distribution is sales-led, targeting enterprise clients through direct outreach, brief meetings, and strategic planning sessions rather than marketplace or channel models. The company has not raised external funding, is founder-led by Matt Neal (Managing Director), and remains privately held with no disclosed parent, institutional investors, or acquisition activity.

Name

Differentiated

Legal name

Differentiated Limited

Website

https://differentiated.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Differentiated is a UK-based B2B marketing and sales agency (founded 2019, 11-50 employees) that delivers ABM and DBM programmes for enterprise clients, combining bespoke agency services with proprietary content technology platforms including SensAI, Digital Documents, and Carousel.

Ownership category

akta.pro rank

Product category

B2B Marketing & Sales Agency Services

NAICS

Advertising Agencies (541810), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM), B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

Keywords

• B2B marketing agency
• Account based marketing
• Deal based marketing
• Sales enablement platforms
• B2B content production

Headquarters

HQ city

Reading

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. B2B Marketing & Sales Agency Services: Differentiated operates as a B2B marketing and sales agency providing ABM (Account-Based Marketing) and DBM (Deal-Based Marketing) services to enterprise clients. Revenue is generated through client engagements that include strategic planning, creative campaign development, content creation, and campaign delivery across digital and physical channels. Services are tailored to individual client needs and delivered across the full campaign lifecycle.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Differentiated is a B2B Marketing & Sales Agency providing Account-Based Marketing (ABM) and Deal-Based Marketing (DBM) services for enterprise clients. Engagements span the full marketing lifecycle—strategic planning, creative campaign development, content creation, digital content transformation, and campaign delivery—supported by proprietary tools including the SensAI GenAI engagement platform, Digital Documents, Carousel (sales enablement platform), and Interactive Video.

Product overview

Differentiated is a B2B Marketing & Sales Agency offering a portfolio of services and proprietary tools. Core offerings include Account Based Marketing (ABM) and Deal Based Marketing (DBM) strategies. The product portfolio includes SensAI (a GenAI engagement tool for content interaction), Digital Documents (digitally-optimized publications), Carousel (a sales enablement platform), and Interactive Video (branching-path video content). The agency also produces annual Art & Science research. The various products work together to help clients differentiate through creative and strategic marketing communications across the customer journey.

Differentiator

Problem solved

Functional benefit

Brands

• SensAI: A GenAI platform for engagement that uses Large Language Model (LLM) technology to provide customers with the opportunity to explore content under their own terms. Think ChatGPT, but trained exclusively on your content.

Products and services

• Deal Based Marketing (DBM) A strategic B2B marketing methodology in which Differentiated deploys differentiated communications, creative techniques, and messaging before, during, and after formal procurement/RFP processes to help clients win competitive bids. Targeted at enterprise organisations in competitive tender situations.
• Account Based Marketing (ABM) A B2B marketing agency service in which Differentiated runs account-based and deal-based marketing programmes targeting key decision-makers at named enterprise accounts. Engagements span strategic planning, creative campaign development, content creation, and campaign delivery.
• SensAI A proprietary GenAI-powered engagement tool (SensAI) that allows buyers to interrogate client content on their own terms via ChatGPT-style conversations trained exclusively on the client's content base, applying AI to content engagement rather than content creation.
• Digital Documents Interactive digital publication format that transforms static PDFs into fully responsive, digitally optimised content with embedded rich media, animations, page-level analytics, content gating, and CRM integration—built on the Foleon platform.
• Carousel (Area SIX) A visual sales enablement platform (also branded Area SIX) that allows sales teams and their customers to find, access, share, and track marketing content, with category-based organisation, individual asset pages, download/share capabilities, content rating, usage tracking, single sign-on, and CRM integration.
• Interactive Video Proprietary branching-path video content format enabling users to explore information under their own terms by choosing their own path through video content, delivering higher engagement and brand recall than linear video.
• Art & Science Research Annual B2B buyer-behaviour research study produced by Differentiated, exploring how customers want to be communicated with, content preferences, and emerging marketing trends; the 2025 edition is the third.

Quantifiable outcome

• Royal Mail ABM programme created a multi-million-pound pipeline
• +4 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• FoleoncoreTechnology or IntegrationFoleon is the underlying platform used by Differentiated for its Digital Documents offering. Differentiated leverages Foleon's established digital publication platform to create fully responsive, interactive content for clients, including gated content, page-level analytics, and CRM integration.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Modo25: B2B ABM agency working with enterprise tech and telco clients. Similar in its focus on ABM programmes, enterprise field-sales motion and UK operating base.
• The Marketing Practice: UK-headquartered B2B marketing agency specialising in ABM and demand generation for enterprise tech clients. Directly comparable to Differentiated in service mix (ABM-led, enterprise sales-led) and target verticals (SaaS, tech, telecoms).
• Velocity (B2B): B2B marketing agency focused on ABM and demand generation for enterprise technology vendors. Comparable in its ABM specialism, enterprise target customer base and UK presence.
• Agent3: Specialist ABM agency serving B2B technology enterprises globally from a UK base. Directly comparable in its ABM-only positioning, enterprise client roster and outcome-based reporting approach.
• Gravity Global: B2B and B2C marketing agency with strong ABM and demand-generation capabilities for enterprise technology and telecoms clients. Comparable in client verticals and campaign-led engagement model.
• Stein IAS: Long-established B2B marketing agency within the IAS Group, with ABM, content and digital experience offerings for enterprise tech and industrial clients. Directly comparable in service portfolio and enterprise focus.
• BBD Perfect Storm: Creative B2B agency with strong ABM and brand campaign credentials for enterprise clients. Comparable in its creative-led B2B positioning and UK/European footprint.
• Journey Further: UK-based B2B performance and ABM agency serving enterprise tech and SaaS clients. Comparable in its enterprise ABM focus, UK base and data-driven campaign approach.

Broad incumbents

• DWA (Dentsu B2B): B2B-focused agency within Dentsu offering ABM, demand generation and content marketing to enterprise tech clients. Comparable services but operates as part of a much larger holding-company network.

Emerging players

• Tilt Metrics: Smaller B2B marketing agency with ABM and RevOps services for mid-market and enterprise tech clients. Comparable in ABM-led service mix though typically serving smaller contract sizes than Differentiated's enterprise tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/differentiated

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Differentiated