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.
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 […]
ABM, B2B Marketing in Technology
Unlocking the full potential of Marketo for B2B marketing
The Velo team has been working with Marketo for a number of years. As with most marketing automation software, there is much to learn in order to get the most from it. We’ve learned many lessons on our path to unlocking the full potential of the platform for clients. Some lessons proved to be best […]
ABM, B2B Marketing in Technology
‘THE’ hot topic of 2020 in the technology industry: Covid-19 recovery and what it means for b2b marketing
While it’s been technology that has allowed the business world to keep going during the pandemic, it hasn’t just been all good news for the tech sector. They, like most other businesses, are in full recovery mode. The pandemic has impacted everything from raw materials supply, disrupting the electronics value chain, and causing a huge […]
ABM, AI & MarTech for B2B, B2B Campaigns
5 reasons to try LinkedIn Sponsored InMail for B2B
We’re massive advocates of LinkedIn. We’ve used it for everything from hard-sell lead gen campaigns to methods of research when identifying target accounts. With over 260 million users (Jan, 2020), LinkedIn as a platform for targeted messaging is hard to ignore, and LinkedIn’s Sponsored InMail advertising option gives you access to the inbox of almost […]
Video podcast: The Importance of Always-On in ABM
In early December, I had the opportunity to sit down with James Rostance from The 414 Live – a live LinkedIn video stream and podcast dedicated to discussing all things B2B marketing. My topic of choice was one I’m very passionate about (ask anyone in the office or any of my clients!). Said topic? The […]
What I Took Away From B2B Marketing’s 2019 ABM Conference
Last week, I went to B2B Marketing’s annual ABM Conference. It was a day for B2B marketing professionals to share their experiences of executing ABM strategies. From the conversations, it was clear that “true ABM” is still relatively new and immature, but that the key to success in the future is sharing our experiences and […]
Insights from Ignite B2B 2019 – Nick Taylor
Nick is an Account Director at Velo with deep expertise and experience in B2B marketing. He has been leading the Cisco account for the past three years at Velo and has a plethora of knowledge about the tech and IT services industry. Here he uncovers his key learnings and insights from Ignite 2019, the world’s […]
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