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
From pilot to programme: 8-step approach to scalable ABM
Account-Based Marketing (ABM) is often misunderstood as a tactic when it is, in reality, a strategic approach to growth. At its core, ABM is about focusing effort on the accounts that matter most and building meaningful engagement with them over time. A scalable ABM programme takes this thinking and makes it repeatable. It allows you to […]
How to choose the right priority accounts for your ABM programme
What your ideal customer really means In account-based marketing, identifying your priority customers is not about building the biggest possible list. It is about making deliberate commercial choices. Your Ideal Customer Profile (ICP) is the filter that defines where you should focus your effort and, just as importantly, where you should not. It ensures your time, budget and energy […]
ABM, B2B Branding, B2B Sales Enablement
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, […]
ABM, B2B marketing in Technology, B2B Research
Mapping the martech map – 14,000+ platforms to choose from. Unless you target a niche.
I need a bigger screen for the 2024 Martech Map! Released just a few days ago, this collation of more than 14,100 marketing technology platforms is both impressive and overwhelming. Only 293 mention B2B, and even fewer are explicitly designed for those targeting a niche. We’ve been through it, so thankfully, you don’t have to! […]
A sales and marketing relationship designed to supercharge your growth
In part one of this article, we highlighted the fractured nature of the two key functions sat at the heart of an organisation’s growth; sales and marketing. In this second part, we explore a series of practical steps designed to help create closer alignment between the two functions. Collaboration Depending on the size of your […]
Your sales team will tell you who your best prospects are. Well, 16% of the time
When approaching any new project, one of the most valuable pieces of work anyone can do is speak to the people buying the products: the customers. Anyone who has worked in B2B long enough will tell you that the ability to do this can vary from tricky to borderline impossible. Rarely are customers free to […]
ABM, AI & MarTech for B2B, B2B Campaigns
Navigating the Evolution of ABM in B2B Marketing: Insights from the Global ABM Conference 2023
It’s been two weeks since I joined 500+ fellow marketing leaders at B2B Marketing’s Global Account-Based Marketing (ABM) Conference, and it’s taken me this long to write up my key takeaways as there was so much rich knowledge, so many valuable insights, and such engaging expert speakers – my brain is still buzzing at everything […]
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 […]
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 […]
What does the rise in Connected TVs mean for B2B marketers? Is this a new channel to be considered?
Disney Plus has just announced that they will launch an ad-supported subscription tier which will be available sometime in “late 2022” to the US market before expanding internationally in 2023. It is typical of the available advertising opportunities in Connected TV (CTV) technology. Our Digital Marketing Manager, Diwakar Redhu, wanted to explore more and understand […]
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