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
How does an automated LinkedIn outreach programme work, and how effective is it?
I’m sure you all agree that digital marketing tactics aren’t quite what they used to be. LinkedIn company post reach is falling. Post likes were always from the same cohort. Ads still serve thousands of impressions, but the cost is skyrocketing, meaning less bang for your buck. Search traffic is now being hidden away by AI’s zero-click answers, or users reaching for ChatGPT and Claude […]
Why B2B Marketers need to reclaim the revenue conversation and how to do it.
Marketing has a credibility problem. And it’s one of our own making. Being a senior marketer in B2B has never been harder — or lonelier. Stress levels are high, scrutiny is constant, and the pace of change is relentless. Just keeping current with AI and martech developments demands a level of curiosity and energy that leaves little room to pause […]
Do you feel like the lights have gone off on your B2B marketing?
Marketing influence is going dark. It is not going out. There is a quiet anxiety running through marketing leadership right now. The dashboards are still green. Pipeline reports still tick along. Campaigns are still going live. Yet something feels off. Deals are arriving more formed than they used to. Buyers already know your name. They […]
B2B exhibitions cost money – evaluating them on leads alone will cost more.
Exhibitions are expensive. There is a stand to design and build. The travel to organise. The logistics to manage. The time out of the office. The follow-up that needs to happen afterwards. It is understandable that, once the event is over, the first question is usually commercial – how many leads did we get? The badge scanner has been out. The spreadsheet was […]
B2B Events, Customer Experience
5 ways B2B exhibitions have evolved. Have you?
B2B exhibitions are becoming increasingly important and increasingly central to how specialist markets connect. We know because we’ve been there. Across 2026, Velo has participated in the major exhibitions that matter to our sectors, including Utility Week Live, MACH, Fire Safety Expo, The Health & Safety Event, The Workplace Event, BIBA and more. These are not fringe moments in the marketing calendar. […]
B2B Marketing Agency Selection
When the heat is on, does your agency rise to the occasion? Are they there when it actually matters?
Choosing an agency is rarely a capability problem. Most can show impressive work, strong credentials and a confident pitch team. The real question is simpler: when the pressure is on, or when a larger client becomes demanding, will you matter? That’s where agency relationships are genuinely tested. And it’s worth finding out before you sign anything. The size paradox Agency size cuts […]
Does ABM work in long, complex buying cycles?
There is a common belief in certain sectors. “Account-Based Marketing does not work here.” You hear it most in markets with long sales cycles, complex procurement and heavy reliance on industry frameworks. The thinking is simple. Decisions are slow, structured and often predefined. Marketing cannot influence them in the same way. Or can it? What makes these markets different These environments are […]
B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
Sales and marketing alignment is a myth. Here is what works instead.
Why the real goal is empathy, and the practical approaches that reduce friction. Let’s start with the word itself. Alignment. It sounds sensible. Two teams moving in the same direction, not interfering with each other, broadly coordinated. The kind of language that fits neatly into strategy documents. But that is not how B2B buying works. B2B […]
ABM, B2B Content, B2B Marketing in Insurance, B2B Marketing in Professional Services, B2B Strategy
Why is storytelling vital in ABM?
Storytelling in B2B is often misunderstood. It is not about entertainment for its own sake. It is about making information meaningful, memorable and trusted. After all, even in B2B, there are still people at the other end. At its core, storytelling reflects how people actually make decisions. B2B buying is human, memory-driven and trust-led. Storytelling is the thread that connects those elements. It […]
How ABM can influence the dark funnel
Let’s get one thing straight. The “dark funnel” is not a funnel – it’s what happens when real buying behaviour refuses to fit neatly into your reporting. The dark funnel is everything that happens outside your visibility: the conversations you can’t see, the recommendations you can’t track, and the moments that never show up in your analytics. It is the Slack message between colleagues. […]
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