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 Sales Enablement, B2B Strategy
Conversation is the new conversion in B2B marketing
Trust matters in B2B, and it’s getting increasingly harder to earn and sustain. In our previous article on how B2B brands build trust, we split trust signals into two groups: signals about the company, such as credibility, reputation, expertise, stability and customer references, and signals about the people, such as chemistry, shared values, quality, responsiveness […]
AI & MarTech for B2B, B2B Advocacy
What role do customer stories play in AI GEO?
Increasingly, prospects aren’t starting their journey on Google or your homepage. They’re opening tools like Gemini, ChatGPT or Perplexity and asking a simple question: “Who should I be talking to?” Gartner puts GenAI use at 45% of recent B2B purchases; G2 found AI chatbots are now the single biggest influence on software shortlists. The challenge for marketers now isn’t just about […]
B2B Audiences, B2B Research, B2B Strategy
Can Reddit provide useful insights for B2B marketers?
Reddit conversations cover an enormous range of ground, from hobbies and politics to niche communities that have nothing to do with work. But only a narrow slice of that activity is useful for B2B planning. Reddit’s B2B activity is heavily concentrated. Analysis of 522 million Reddit mentions found that 67% of B2B recommendation activity happens […]
Does LinkedIn’s “Seems like AI slop” button actually do anything?
LinkedIn has quietly added a button that lets users flag posts that “seem like AI slop.” The obvious question is whether clicking it actually does anything. I needed to take a closer look at what LinkedIn’s new flag really does, and what it means for AI-assisted content. Turns out that the answer isn’t to put ChatGPT or Claude back in its box. There’s a new option buried in […]
B2B Marketing Leadership, B2B Strategy
How do senior B2B marketers tell if their B2B positioning is working?
If you’re the marketing leader accountable for how your business shows up, here’s a test that will tell you more about the campaigns you’re about to sign off than any positioning workshop will. Ask five people in your business “what is it we sell?” and see how many different variations come back. We use this test with marketing teams regularly, and the results […]
Why every B2B business should be thinking bigger about video
For years, we’ve talked about video as another marketing tactic: something to support a campaign, promote an event or sit alongside a product launch. I think that’s selling it short. One statistic recently caught my attention: pages featuring video are 53 times more likely to rank on the first page of Google than text-only pages. […]
B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Marketing Leadership, B2B Research, B2B Strategy
How do you track market share without a big market study?
Formal market studies cost more than most challenger brands can justify, and revenue comparisons rarely help either. This piece sets out three practical proxies, brand search volume, competitor invoice patterns and tender win rates, that give a genuine read on competitive standing a board will recognise.
B2B Marketing Leadership, B2B Strategy
New to the role as a senior marketer? A 9-step blueprint for successfully taking over a team.
Taking over a marketing team is as much about people as it is about a plan. This piece lays out a 9-step blueprint for the first 90 days: understanding what success looks like, learning how the business and its customers really see marketing, and building the credibility that makes bigger changes possible later.
B2B Marketing Leadership, B2B Strategy
Received investment? How to make sure your marketing operation is ready to scale your activities and your company.
When private equity invests, marketing comes under immediate pressure to prove it can deliver growth fast. This piece sets out a seven-part readiness framework across market-facing and internal factors, potential, proposition, pipeline, perception, process, people and priorities, plus a 90-day roadmap for finding out what needs fixing first.
ABM, B2B Audiences, B2B GTM, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Strategy
How to build trust in your brand when targeting the defence sector
Most B2B marketing runs on proof: named customers, published outcomes, a case study for every objection. Defence marketing rarely gets that version of the game. Contracts stay classified. Customers stay unnamed. Case studies still exist, but they carry more weight when built to fit those limits rather than despite them, and the real competition usually starts before […]
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