HexaGroup

HexaGroup We optimize growth for energy and industrial services firms. HexaGroup’s growth engineers help energy and industrial services firms take flight.

We bridge branding, marketing, sales and service to optimize your customer experience (CX) — replacing inefficient, siloed approaches with measurable lift. Welcome to the place where strategy meets execution and revenue ambitions come true.

10/06/2026

Christopher Nolan's The Odyssey sailed to the biggest debut of his career, and our latest blog argues that the films breaking through right now share one defining trait. They commit hard to one clear idea instead of trying to be everything to everyone.

Discover B2B lessons from The Odyssey, Greta Gerwig’s Barbie, The Bear and Moneyball: https://na2.hubs.ly/H085tcV0

10/01/2026

Ready for your next flying lesson? HexaBeat is our weekly newsletter that keeps you up to date in everything B2B marketing.

In each edition, our growth engineers highlight the latest and greatest in B2B marketing. Think of it as your guide for growth in today’s complex B2B landscape.

It’s the perfect quick read for branding, marketing, sales, and service leaders who are serious about engineering growth here and now.

Subscribe today: https://na2.hubs.ly/H0855Hp0

09/21/2026

Stop looking only for new customers.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

They discuss customer marketing, revenue expansion, cross-selling, upselling, and why understanding existing customers is critical to
sustainable B2B growth.

Growth doesn’t always require finding another customer.

Sometimes the biggest opportunity is already inside your customer base.

With multiple products and more than 15,000 customers, expansion becomes a serious revenue strategy.

But cross-sell and upsell can’t start with another sales pitch.

They start with understanding the customer.

How satisfied are they? What motivates them?

What problems matter most right now?

What features and functionality are they asking for?

When marketing understands those answers, customer success becomes more than retention.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFNv0

09/18/2026

Stop treating MQLs as the finish line.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

Together they explore the decline of traditional MQL thinking, the rise of AI-driven buyer journeys, and how marketers are adapting their content and search strategies.

The MQL isn’t disappearing without a replacement problem.

Buyers are changing faster than most marketing systems can adapt.

The funnel became the flywheel. SEO expanded into AI search.

And the playbook for getting discovered by LLMs keeps shifting.
In one month, the answer looks like third-party content and community platforms.

Next, the conversation swings back toward publishing authoritative content on your own website.

Meanwhile, measurement platforms are trying to tell marketers where their brands actually stand.

The challenge is that the data still isn’t consistent enough to blindly trust.

So don’t abandon your existing model just because the next framework sounds better.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFK80

09/16/2026

Don’t let AI ignore your brand.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

They explore how AI is reshaping B2B buyer behavior, brand strategy, AEO, and the path from visibility to revenue.

AI efficiency is valuable, but visibility comes first.

Your buyers are already using LLMs to research problems, compare solutions, and narrow their options.

If they aren’t reaching your website, their attention didn’t disappear.

It moved somewhere else.

That makes showing up in AI search a brand and revenue priority.

Start by researching how LLMs position your company and competitors.

If you’re missing from the answers that matter, look deeper at your content, brand strategy, PR, and third-party authority.

The goal isn’t simply more traffic anymore.

It’s protecting mindshare before the buyer ever reaches your website.

Because losing visibility in AI search can eventually mean losing inbound demand and revenue pipeline.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFDX0

Launching a new brand takes a lot more than a logo. When done right, it builds an identity that tells a company's story ...
09/15/2026

Launching a new brand takes a lot more than a logo. When done right, it builds an identity that tells a company's story across every interaction.

That's exactly what we set out to accomplish with the launch of the new Tenside website and brand identity.

Working closely with the Tenside team, we developed a complete visual identity and website from the ground up. Our creative process focused on themes like interaction, structure, flow, and modular systems to reflect the precision and innovation behind Tenside's chemical solutions.

Like any great project, there were a few unexpected challenges along the way. A compressed timeline and collaboration across multiple time zones pushed our team to stay flexible, communicate clearly, and keep moving forward together.

The end result is something that embodies Tenside's brand ethos through and through.

A special thanks to everyone at Tenside for making this launch a success. We can't wait to see where this new brand goes next.

Take a look at the new website: https://na2.hubs.ly/H07P7ht0

09/10/2026

Our CEO Arnaud Dasprez recently sat down with Chad Silverstein from Authority Magazine to talk about why strategic partnerships are no longer a "nice-to-have" for companies serious about growth. The best partnerships create a three-way win: the partner grows, the customer grows, and the agency grows.

Arnaud also shared a story from early in his career about a partnership with a Big Six CPA firm. It worked commercially but failed culturally. That experience has impacted how he's approached every partnership since. The article also walks through a five-step framework for building partnerships that drive sales, plus how we approach it at HexaGroup with our Growth Engine platform.

If you're a consultant, agency leader, or anyone thinking about partnerships as a growth strategy, it's worth making time for this piece.

Read the full interview: https://na2.hubs.ly/H07JXNm0

09/07/2026

Your customers may not know what to ask for yet.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez welcomes David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

Together they explore how creative and engineering teams can uncover audience behavior, build desire beyond stated needs, and choose formats that earn attention.

The strongest ideas do not always begin with a customer request.

Sometimes the opportunity is creating desire for something the audience has not considered.

That takes more than copying a tactic another brand has used.

Start by clarifying the audience you are trying to reach.

Then examine what that audience does every day.

Understand how they learn, where they buy, and how they make purchasing decisions.

For engineers, technical papers may be a more relevant path than a familiar campaign format.

Creative work becomes more effective when it surprises people in ways that fit the audience.

An unexpected format, even a cartoon comic, can create the attention conventional thinking misses.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07nGjV0

09/04/2026

Traditional advertising is losing its influence.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

They explore why traditional energy marketing is changing, how employee voices build stronger connections, and why marketers need to keep testing what actually works.

Trade publications used to be a default line item.

But paying for visibility does not guarantee meaningful attention.

When advertising was reduced and social became a bigger focus, the results kept coming.

The bigger opportunity was getting employees to post.

Because people already inside your business have something an ad cannot manufacture: credibility.

The challenge is giving them enough freedom to actually use it.

If every post is controlled by fear of getting something wrong, you lose the authenticity that made employee voices valuable in the first place.

The channel may change tomorrow, but connection will keep mattering.

🎙️ Listen to the full podcast on: https://na2.hubs.ly/H07nHdn0

09/02/2026

Marketing jargon will not grow the business.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez welcomes David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

Together they explore why marketing leaders need a deeper connection to the business and its products to support growth.

CMOs lose credibility when marketing language is disconnected from business reality.

A marketing role should contribute to growth, not operate beside it.

That starts with understanding how the business actually works.

Product experience creates context that no messaging framework can replace.

Seeing what breaks reveals what customers truly encounter.

That firsthand understanding sharpens the connection between marketing and the business.

It also helps marketers move beyond abstract positioning.

Growth depends on translating operational reality into relevant market value.

The strongest marketing leaders stay close enough to the product to understand the problems it solves.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07nGD80

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77056

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