It was in 2021 that Richard Costeloe took the decision to set up Casla, his own B2B Marketing agency. “I suppose it was mostly about wanting the freedom to try things out and do things the way I believed they should be done,” he explains. “I remember creating a website domain, and even though that doesn’t seem like a big commitment on the outside, it felt like the first real step to starting my own company.”
Based at 32 Eyre Street in Sheffield city centre, one of Casla’s core values is the emphasis on creating value in their marketing work. “We’re a B2B marketing agency that helps businesses selling complex and expensive products or services to other businesses,” Richard says. “Most agencies see marketing as just a means to get new customers, but we believe marketing should be good, enjoyable, valuable and helpful in itself.”
Casla’s approach to outbound marketing exemplifies this philosophy. Millie, who heads up content at the agency, shares: “We do outbound marketing thoughtfully and with empathy. For instance, we tailor LinkedIn InMail messages to the recipient’s location or industry, adding an important personal touch. We also send carefully crafted letters and make calls designed to be a pleasant experience, not just generic outreach.”
Richard adds: “Outbound marketing can be done poorly, where people buy data and spam potential clients. We avoid that by not purchasing any personal data and focusing on genuine connections. This approach reflects our values and helps create a better experience for everyone involved.”
Since its inception, there have been several key milestones that signify the business’ growth. “Hiring our first employees, setting up a pension scheme and getting our own workspace were all big moments,” Richard recalls. “Moving from hot desking in a co-working space to having our own office gave us a dedicated space to grow and collaborate more effectively.”
Beyond outbound marketing, Casla now offers a range of services including digital marketing, content creation and social media management – all sides of the business they are looking to grow. These efforts are integrated with their outbound campaigns to provide a comprehensive marketing strategy.
When it comes to staff culture, creating a positive working environment is another priority for the team. “We’ve created a really nice space to work in. It’s important for us that everyone feels they can express themselves and contribute meaningfully,” says Millie. “We focus on transparency, especially regarding finances and operations, which helps build trust and a positive culture.”
Richard also emphasises the importance of diversity in their hiring practices. “We have an open hiring policy, welcoming people from a range of industry backgrounds, not just B2B marketing experience. This diversity brings different perspectives, which is invaluable in marketing. Good marketing disrupts the norm, and having a team with a variety of experience and ideas helps us achieve that.”
Looking ahead, Casla is hosting its first B2B marketing event at Marmadukes on Cambridge Street on the evening of 12 September. “It’s an opportunity to bring people together, share insights and foster a sense of community,”
Richard says. “While most of our clients are currently based in London, we want to support and grow with businesses in our region. We’re on a big push to get ourselves more involved in the local Sheffield business scene. Funnily enough, sometimes agencies can let things slip when it comes to marketing themselves. It’s a bit like the saying, ‘the cobbler always wears the worst shoes’ – so we want to make sure we don’t make that mistake.”
Casla’s journey from a spark of ambition to a thriving B2B marketing agency illustrates the power of transparency, empathy and a commitment to doing things differently. As they continue to grow and expand their services, Richard and his team remain dedicated to making those meaningful connections and providing valuable experiences for their clients and staff alike.
“Fundamentally, I wanted to create a place where people, including myself, could express themselves freely,” he reflects. “The desire to create something from scratch and believe in its potential was a big driving force for me. I think we’ve achieved that and there’s hopefully plenty to come in the future.”
Web: www.casla.agency
Contact: hello@casla.agency
Office: 3rd Floor, 32 Eyre St, Sheffield, S1 4QZ
LinkedIn: linkedin.com/company/casla-agency
