B2B marketing insights for
those targeting a niche
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Sales Enablement
How B2B marketers can prepare winning sales decks
Sales presentations are unlike any other B2B deck. Increasingly, marketers are preparing cred decks for their sales teams, and the best ones are tailoring them to support individual ABM programs. Many are treating them like any other deck, and the results are not being used by the sales teams. A good sales deck is a paradox. Structure […]
B2B Marketing Agency Selection
What skills do you need to future-proof your B2B marketing career?
AI is changing what marketing teams produce, and how fast they produce it. But it isn’t replacing the need for skilled people, if anything it’s sharpening exactly which skills matter. The marketers who will thrive are not the ones using the most tools, they are the ones who think more clearly, make better decisions, and bring genuine human judgement to complex problems. Based […]
AI & MarTech for B2B, B2B Strategy
How are we using AI across our marketing? A look behind the curtain
Everyone is talking about AI. Far fewer are talking about how they’re actually using it. Yet most senior B2B marketers are facing the same challenge: how do you do more with less, without compromising quality, creativity or results? We’ve reached the point where the conversation shouldn’t be about which AI tool to use. Some organisations […]
ABM, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Sales Enablement, B2B Strategy
How does running ABM campaigns in the defence sector differ from other B2B markets?
In an uncertain world like we’re facing today, many countries are lifting their defence budgets, which is leading to more demand for those who supply this sector, particularly manufacturers. It also means there is a problem that most marketers would love: too much demand. Major defence contractors and their suppliers already have years of work […]
B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Strategy
If AI data centres are where the money is, how do you position your products and services as relevant?
Artificial Intelligence is dominating boardroom conversations. New models, new capabilities and seemingly endless investment are driving one of the largest infrastructure booms we’ve seen in decades. Where there is investment, there is opportunity. The opportunity around AI isn’t software, it is in infrastructure. Data centres need land, power, cooling systems, emissions management, network connectivity, security, construction expertise and long-term operational support. They need them now too, so the conversation revolves around agility, energy, sustainability, compliance and scale. The technology […]
AI & MarTech for B2B, B2B Campaigns
ChatGPT Ads are here! What B2B marketers need to know
When OpenAI first introduced advertising within ChatGPT earlier this year, access was limited to a select group of major brands with equally significant media budgets. Companies including Adobe, Ford and Cisco were among the early adopters, testing what many saw as the next major challenger to Google and Meta. That prediction is now becoming reality. […]
B2B Advocacy, B2B Audiences, B2B Marketing in Professional Services, B2B Strategy
How do you influence buying decisions before they’re even being made?
There’s an uncomfortable truth sitting at the heart of most B2B marketing right now. Recommendation is the most influential driver of revenue, but it can only be indirectly influenced – and it’s even harder to measure. The channels you can measure are rarely where the real decision gets made. The channels where it does – the peer conversation, the internal Slack thread, the industry […]
AI & MarTech for B2B, B2B ESG, B2B Marketing Leadership
How do you balance a growing use of AI with the inevitable sustainability impact?
Balancing AI innovation with environmental responsibility: a B2B marketer’s guide B2B marketers have ended up at the front of the AI queue: handed the tools first, expected to find the use cases, and quietly judged on how quickly we adopt whatever’s just launched. Generative AI now sits in most events, talks, and software roadmaps, promising […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
Why your technical team might be your best marketing asset
Sherlock Holmes may have been the smartest person in the room, but even he needed Watson to help make his conclusions shine – and it’s the same with tech teams and marketing. Like Holmes and Watson, Woody and Buzz or Jake and Amy (IYKYK), unlikely companions always make for the best stories. And so it […]
B2B Marketing Agency Selection
When is the right time to wrap an agency around your in-house team?
In many B2B organisations today, the question is no longer whether to use an agency. It’s if and followed by when. In-house teams are close to customers, more embedded in the business, and increasingly capable across strategy, execution and performance. In-house teams bring clear advantages, but they also come with trade-offs that are easy to miss when you’re in the middle of it. On the one hand, they’re more cost-effective, but […]
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