Read Paul's Blogs
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
Does your customer advocacy programme really pay back?
Customer advocacy shapes commercial performance in ways few other initiatives can. Get it right and you strengthen win rates, reduce acquisition cost and protect lifetime value. Get it wrong and margin quickly starts to slip. Buying and renewal decisions are no longer made on spreadsheets alone. They’re influenced by first-hand experience and credible proof of […]
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
How Manufacturing Marketers should approach 2026
When your value is invisible until something goes wrong The best health and safety equipment never makes the news. Precision-engineered components that perform flawlessly for twenty years earn no headlines. Medical devices that work exactly as designed don’t generate case studies about dramatic turnarounds. In manufacturing sectors where success means nothing goes wrong, marketing faces […]
Christmas comes once every year. In B2B, so does the January scramble – spend December getting ahead.
Here’s the thing: you’ve got a budget sitting there. Money that vanishes towards the end of a quarter. We’ve wrapped up a set of small, strategic projects that you can sign off on today, ensuring your Q1 is calmer, sharper, and more successful with minimal work from you. Think of them as a gift to […]
ABM, B2B Sales Enablement, Brand Comms, Content Marketing
What we learned about influencing LinkedIn’s algorithm with an unscientific test using SSI
TL:DR We ran a quick internal test to understand LinkedIn’s Social Selling Index (SSI) and what actually drives influence on the platform. Our goal? To find out whether it’s worth the effort for B2B marketers, especially in niche sectors to invest time into personal posting. The headline takeaway: yes, personal posts often outperform company ones, […]
Customer recommendation is the main metric that matters in B2B marketing.
In B2B, there’s one signal that matters. Not your CTR. Not your MQL count. Not even your pipeline size. Just one thing – would your customer recommend you without being asked? If it’s no, the rest of the metrics don’t matter. You’ll have issues with retention and repeat business. Recommendation is the real signal of […]
Does brand matter when selling into a B2B niche?
Like Brexit-era Boris, there are two short answers here: yes, and no. But in B2B, short answers rarely get you far. No: Specification trumps story In industrial B2B – whether you’re selling sensors, safety signage or software – brand often takes a back seat. Buyers are responsible for production lines, compliance officers and procurement frameworks. […]
The biggest shift in search since “just Google it” – Google AI Mode.
DooH running at London Bridge station, SE1 to mark the launch On 29th July 2025, Google quietly changed the internet. No big reveal. No drumroll. Just a flip of the switch and suddenly, the most powerful search engine in the world stopped being a search engine. It became an answer engine. Welcome to AI […]
B2B, B2B Research, Search, SEO & GEO
Agentic AI: The new co-worker in your B2B team?
AI has been quietly reshaping how we work. But a new flavour of it is now making waves, and headlines. It’s called agentic AI. And it’s not just something you ask for help, it’s something that gets on with the job. Some headlines suggest it is the robots taking over. We’ll let you decide. And […]
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