Read Barry's Blogs
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
B2B Content, Customer Experience
What are the building blocks of a powerful B2B brand story?
Crafting creating and engaging storytelling for B2B marketing. Part 1: In a three part blog series, agency strategist Rene Power looks at why storytelling in b2b marketing has become a go-to approach for so many marketers and how to start doing it effectively. There’s no doubt that content matters more than ever. The nirvana of […]
How should you budget for the right balance for brand and sales activation campaigns when targeting a niche?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more – and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a […]
B2B Marketing Leadership, B2B Strategy
What are the key metrics you should track as a B2B marketer targeting a niche to be able to justify increasing your budget?
It is important to plan your campaigns and measure their effectiveness carefully. But with so many metrics to choose from, it can be challenging to determine which ones are most relevant to your specific campaign goals. Whether you are focused on building brand awareness, generating demand, or enabling sales, the metrics you need may […]
B2B Campaigns, B2B Research, B2B Strategy
What marketing KPIs should you be tracking when targeting a B2B niche in your campaigns?
When planning KPIs for your marketing operation, ensuring that they align with your overall business goals is essential. This means selecting KPIs that will help you measure your marketing efforts’ success in terms of driving revenue and business growth. While revenue related KPIs are a common starting point, it’s also important to have the […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
B2B Marketing Agency Selection
Velo recognised in Campaign Magazine’s Best Places to Work
It is particularly pleasing to be recognised in Campaign’s Best Places to Work awards in April 2023. This is a major achievement for Velo as this award considers everyone in Adland. Fellow winners include media companies like Channel 4, massive advertising groups like Havas, technology platforms like Stackadapt and Taboola and industry associations such […]
ABM, B2B Advocacy, B2B Content
What makes a great title and executive summary for a B2B case study?
It is a balance – good case study copy on your site is packed with SEO optimisation to make it discoverable, but without compromising the fact that a human is reading it, so it must be compelling. A copywriting tightrope… Good B2B marketers write case studies for readers, not robots. Your headline needs to […]
B2B Branding, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, Customer Experience
Why should B2B Customer Advocacy Programs be more than just stories?
We know customer stories are powerful. Customer experiences engage, influence, educate, and entertain others like them far more than promotional content. In a world where more and more buyer research is conducted online, success stories are a valuable part of the B2B marketer’s tool kit, offering tangible authenticity to a company’s claims when developed […]
B2B Content, B2B Marketing in Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
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