Read Helen's Blogs
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
Helen Beeby
Helen is a B2B-loving marketing expert, with 8+ years of experience working across consumer finance, insurance, professional services, and even wine-related networking events. With a passion for analytics, digital marketing, and strategy, Helen is keen to be sharing her experience with Velo Voice's fan base.
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 […]
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 […]
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. […]
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?
Defence buying doesn’t behave like other B2B categories: decision-makers are hard to identify, cycles run in years and switching a qualified component can cost more than it’s worth. This piece sets out what ABM actually looks like in defence, from manual stakeholder research to the trade-show playbook that gets you noticed.
How does an automated LinkedIn outreach programme work, and how effective is it?
We ran our own automated LinkedIn outreach programme for four weeks to test whether value-led, well-targeted messages could beat volume. The results split: strong connection acceptance rates, passive engagement once people connected, no proposals and real lessons for anyone considering automation on LinkedIn.
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 […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO, B2B Video
How to improve your discoverability in LLMs with YouTube videos
LLMs pick up many of the same signals as SEO, but visibility now extends well beyond your own site, and YouTube carries particular weight with tools like Gemini. This piece sets out how to write titles, descriptions and transcripts that machines can actually parse, and build authority YouTube alone can’t earn.
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
AI slurry all over LinkedIn? Humans make the best posts
LinkedIn is full of long, lifeless lists, samey headlines and advice that could have come from anyone. This piece argues that authenticity beats algorithmic optimisation: personal connection requests, real engagement and posts that admit to still working things out, rather than polished perfection, are what actually earn attention.
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