Read Paul's Blogs
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
Paul Crabtree
An IDM-qualified senior sales and marketing professional who has held board positions in various marketing agencies since 2005. Although he claims not to look old enough, the emerging silver locks tell a different story. As MD, founder and owner of Velo, his role is to lead the agency maintaining our quality standards to be the level that means we continue to be built on recommendation. He has a particular focus on new business, overseeing all our client relationships and leading our strategy function to make sure that our team has the skills and capabilities that our clients need, so we continue always craft great work to be proud of. Find him on LinkedIn here.
ABM, B2B Campaigns, B2B Research
How do you build your list of prospective niche B2B companies for an ABM campaign?
When it comes to targeting a B2B niche with an account-based marketing (ABM) strategy, building an effective target prospect list is crucial. There are numerous methods available, including leveraging technology, utilising data sources, and of course, the age-old desk research route. However, it is essential to supplement these approaches by consulting with appropriate stakeholders […]
Building an ESG communication strategy for your business?
The urgency around net zero is growing. Companies have an important part to play and are often one of the largest sources of emissions. Many are taking action. All are under pressure to take action. Many large global companies are leading the charge by publishing ESG reports, some voluntarily and others to comply with […]
What should you think about when building your B2B marketing strategy to target a niche?
B2B marketers who take a niche brand in a niche market are a rare breed. Quite simply, it is hard and demands one of the purest forms of marketing. With small audiences, each interaction and every message counts. You simply don’t have the gift of huge numbers to learn slowly. You need to plan, learn and […]
B2B Content, B2B Research, Customer Experience
Is it time for recommendations to supersede pitches in the B2B buying process?
I admit it – I don’t like pitches. Agency pitches are highly common as a way of selecting a new partner, but they often bear little resemblance to what the real working relationship will be like. Many companies are forced to rely on pitches in lieu of another option. They’re bounced into evaluating options […]
B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Velo presents… Leftover Turkey Quiche
The festive season is around the corner, as is that one question (almost as expected as bad cracker jokes) whilst sat round the dinner table… ‘‘what do you do again?’’. We know it’s not always easy to explain to family and friends but rest assured we get your values and know the impact your work […]
B2B Audiences, B2B Research, B2B Strategy
The cost of living crisis: implications for B2B marketing
The implications for B2B marketers and B2B marketing of recessions and the cost of living crisis. There’s no doubt that the economy in the UK and Europe is in the grip of another challenging crunch right now. The Office of National Statistics reported the following in June 2022: Household Cost Indices (HCIs) saw similar inflation […]
B2B Marketing Agency Selection
B2B Agency of the Year finalist!
They say good things come in threes… We’ve just been shortlisted as B2B Agency of the Year in the UK Agency Awards – for the third consecutive year! They say good things come in threes… We’ve just been shortlisted as B2B Agency of the Year in the UK Agency Awards – for the third consecutive […]
B2B Branding, B2B Content, B2B Marketing in manufacturing
How industrial b2b companies can attract more sales ready leads through more effective marketing
We’ve written previously about how industrial B2B marketers need to be more structured in their thinking, developing content and communications that arouse, attract, engage, and inform prospects to take positive action. This process involves thinking more like a publisher, being much more open and being present in the right places at the right time when […]
B2B Branding, B2B ESG, B2B Marketing in Technology
B2B technology companies should include sustainability messaging as part of your brand positioning. But how?
Clare Leighton is a senior marketer who has been in B2B technology for over fifteen years. Always passionate about charity and the environment, in her most recent roles at Vodafone and Citrix, she began to focus, firstly on how the work of Vodafone Foundation can be brought to life for Business customers and latterly, how […]
B2B Branding, Customer Experience
Social media sharing is about the who, not the what: An advocate marketer’s perspective
Against the backdrop of the new Sage Boss-It campaign and the success of the supporting TikTok campaign which was one of the first B2B uses of this channel, we’re seeing customers of B2B brands are playing a huge part in marketing and amplifying the company’s message in volumes never seen before. This campaign shows it […]
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