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
AI & MarTech for B2B
B2B marketers are under pressure to make smarter decisions, move faster and prove commercial impact. In AI and martech, the challenge is rarely access to tools alone. It is choosing the right stack, connecting data properly, avoiding complexity for complexity’s sake and using technology to improve targeting, personalisation, measurement and efficiency.
That means learning about martech strategy, platform selection, AI readiness, marketing automation, data governance, lead scoring, orchestration, reporting, integration and the role of AI in content, campaigns and customer experience.
Our insight articles explore how B2B marketers can make AI and martech genuinely useful, not just fashionable, with practical advice on tools, trends, workflows and the choices that lead to better marketing outcomes.
AI & MarTech for B2B, B2B Advocacy
What role do customer stories play in AI GEO?
Increasingly, prospects aren’t starting their journey on Google or your homepage. They’re opening tools like Gemini, ChatGPT or Perplexity and asking a simple question: “Who should I be talking to?” Gartner puts GenAI use at 45% of recent B2B purchases; G2 found AI chatbots are now the single biggest influence on software shortlists. The challenge for marketers now isn’t just about […]
Does LinkedIn’s “Seems like AI slop” button actually do anything?
LinkedIn has quietly added a button that lets users flag posts that “seem like AI slop.” The obvious question is whether clicking it actually does anything. I needed to take a closer look at what LinkedIn’s new flag really does, and what it means for AI-assisted content. Turns out that the answer isn’t to put ChatGPT or Claude back in its box. There’s a new option buried in […]
AI & MarTech for B2B, B2B Marketing Leadership
What skills do you need to future-proof your B2B marketing career?
AI has sped up marketing production, but it hasn’t replaced the judgement that makes campaigns work. This piece sets out nine skills that separate marketers who’ll thrive from marketers who just use more tools: curiosity, critical thinking, commercial acumen and the ability to know what’s actually worth doing.
AI & MarTech for B2B, B2B Marketing Agency Selection, B2B Marketing Leadership, B2B Strategy
How are we using AI across our marketing? A look behind the curtain
Velo doesn’t bolt on AI tools one at a time. It runs them as a connected ecosystem: brand-trained models, automated agents and generative tools working across research, planning and delivery. This piece goes behind the curtain to show how human judgement stays central to every layer.
AI & MarTech for B2B, B2B Campaigns
ChatGPT Ads are here! What B2B marketers need to know
ChatGPT Ads have moved from a closed pilot to a self-service platform, just as B2B buyers start using LLMs to research vendors before making contact. This piece covers how the platform works, what it costs to test and why niche B2B marketers should treat it as discovery, not scale, for now.
AI & MarTech for B2B, B2B ESG, B2B Marketing Leadership
How do you balance a growing use of AI with the inevitable sustainability impact?
B2B marketers have become the fastest adopters of AI, but the environmental cost of casual use rarely gets examined. This piece argues that the question worth asking isn’t whether AI can do a task, but whether using it is proportionate and efficient, and sets out the workflow habits that make that judgement practical.
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO, B2B Video
How to improve your discoverability in LLMs with YouTube videos
LLMs pick up many of the same signals as SEO, but visibility now extends well beyond your own site, and YouTube carries particular weight with tools like Gemini. This piece sets out how to write titles, descriptions and transcripts that machines can actually parse, and build authority YouTube alone can’t earn.
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 from. It’s something that gets on with the job. Some headlines suggest the robots are taking over. We’ll let you decide. And […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
AI slurry all over LinkedIn? Humans make the best posts
LinkedIn is full of long, lifeless lists, samey headlines and advice that could have come from anyone. This piece argues that authenticity beats algorithmic optimisation: personal connection requests, real engagement and posts that admit to still working things out, rather than polished perfection, are what actually earn attention.
AI & MarTech for B2B, B2B Search, SEO & GEO
AI Is Changing Organic Searches. Is It Time to Rethink Paid Search Too?
It’s not news that AI is rewriting the rules of online search. But while most B2B marketers have been busy rethinking their organic strategy, paid search has been quietly drifting into dangerous territory. We’ve just wrapped a global paid search campaign on Google Ads for a leading tech brand. When comparing the results from last year […]
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