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
ABM
Velo is an award-winning B2B ABM marketing agency built around one simple principle: marketing should drive revenue, not just activity.
We help companies focus on the accounts that matter most, aligning strategy, creativity and execution to influence buying groups over time. Because in ABM, success is not about volume. It is about progression within the right companies, with the right people. Our approach recognises the realities of ABM. Small audiences, long sales cycles and complex stakeholder groups mean influence takes time and results can be uneven. That is why we focus on what actually moves the needle. Conversations, relationships and commercial outcomes, not just surface-level engagement. We work across 1:1, 1:few and 1:many programmes, tailoring activity to the depth and scale required. Whether building deep, account-specific engagement or creating broader influence across a defined market, the goal is always the same. To create momentum that leads to revenue via recommendation.
In this section, our team share their experiences, guidance and lessons in ABM to niche audiences. An excellent resource is our Marketing Map, giving quick fire tips, plus OpEd insights below.
We also provide a full suite of ABM services, from account selection and insight development through to campaign activation, content creation and sales enablement.
ABM, B2B Audiences, B2B GTM, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Strategy
How to build trust in your brand when targeting the defence sector
Most B2B marketing runs on proof: named customers, published outcomes, a case study for every objection. Defence marketing rarely gets that version of the game. Contracts stay classified. Customers stay unnamed. Case studies still exist, but they carry more weight when built to fit those limits rather than despite them, and the real competition usually starts before […]
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.
ABM, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
Why your technical team might be your best marketing asset
Sherlock Holmes may have been the smartest person in the room, but even he needed Watson to help make his conclusions shine – and it’s the same with tech teams and marketing. Like Holmes and Watson, Woody and Buzz or Jake and Amy (IYKYK), unlikely companions always make for the best stories. And so it […]
Sales and marketing alignment in ABM is a myth
If you’ve been to any B2B marketing event in the last few years, you’ve likely sat through more than one session on the need for sales and marketing to be ‘aligned’. It sounds like progress. Two teams working in harmony. On the surface, it feels right. But the very idea of alignment creates a problem. Alignment implies separation. It assumes […]
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.
Does ABM work in long, complex buying cycles?
There is a common belief in certain sectors. “Account-Based Marketing does not work here.” You hear it most in markets with long sales cycles, complex procurement and heavy reliance on industry frameworks. The thinking is simple. Decisions are slow, structured and often predefined. Marketing cannot influence them in the same way. Or can it? What makes these markets different These environments are […]
ABM, B2B Content, B2B Marketing in Insurance, B2B Marketing in Professional Services, B2B Strategy
Why is storytelling vital in ABM?
Storytelling in B2B is often misunderstood. It is not about entertainment for its own sake. It is about making information meaningful, memorable and trusted. After all, even in B2B, there are still people at the other end. At its core, storytelling reflects how people actually make decisions. B2B buying is human, memory-driven and trust-led. Storytelling is the thread that connects those elements. It […]
How ABM can influence the dark funnel
Let’s get one thing straight. The “dark funnel” is not a funnel – it’s what happens when real buying behaviour refuses to fit neatly into your reporting. The dark funnel is everything that happens outside your visibility: the conversations you can’t see, the recommendations you can’t track, and the moments that never show up in your analytics. It is the Slack message between colleagues. […]
Is there such a thing as intent in an ABM program?
What your ideal customer really means Intent has become B2B marketing’s favourite shortcut. The promise is seductive. Find the accounts that are “in market”, focus your effort there, and watch conversion rates climb. The problem? B2B buying doesn’t work like that. Intent exists. But not in the neat, predictable, high-confidence way it is often sold. First party intent is the […]
From pilot to programme: 8-step approach to scalable ABM
Scaling ABM means building a structured, always-on programme, not running bigger one-off campaigns. This piece walks through the eight steps that take a pilot to a repeatable engine: from account selection and data to sales alignment and reporting that proves commercial impact.
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