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
B2B Audiences
Understanding the audience is where good B2B marketing starts. Marketers are often trying to solve for vague targeting, weak messaging and poor conversion caused by not knowing enough about buyers, buying groups, motivations and decision journeys. The challenge is turning audience knowledge into a sharper strategy and more relevant communications.
That means learning about segmentation, personas, buying units, audience research, intent signals, firmographics, psychographics, journey stages and the practical differences between who influences, specifies, approves and buys.
Our insight articles unpack how to understand B2B audiences more clearly, how to turn insight into action and how stronger audience thinking improves targeting, messaging, content and campaign performance.
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Technology
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Professional Services
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
B2B Advocacy, B2B Audiences, B2B Research
Customer recommendation is the main metric that matters in B2B marketing.
In B2B, there’s one signal that matters. Not your CTR. Not your MQL count. Not even your pipeline size. Just one thing – would your customer recommend you without being asked? If it’s no, the rest of the metrics don’t matter. You’ll have issues with retention and repeat business. Recommendation is the real signal of […]
ABM, B2B Audiences, B2B Campaigns, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
Targeting Health, Safety, Environment and Compliance Leaders – A B2B Marketing Persona Deep Dive
When safety, compliance and operational continuity are non-negotiable, Health, Safety, Environment and Compliance (HSEC) leaders aren’t just part of your audience — they’re your gatekeepers to trust and long-term business. They sit at the intersection of people, process and policy, with remits that stretch from PPE procurement to incident investigation. Their goal is simple but […]
ESG leaders are influencing your customers’ buying decisions. Who? What? How? Why? Your complete guide.
How do you reach ESG leaders as they are already influencing your customer’s buying decisions? Environmental, Social, and Governance (ESG) considerations guide business strategy across many sectors. For B2B marketers, understanding ESG and who drives this within their target customers is becoming more important. They are a new player in the buying unit, whose influence […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for targeting Facilities Managers or Buildings Managers?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Many sizable organisations manage their facilities themselves. These […]
Need a B2B persona for senior HR Leaders?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Senior leaders at large organisations who are responsible […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for production managers in an industrial setting?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. In most manufacturing and industrial plants, customers with […]
B2B Audiences, B2B Marketing in Professional Services, B2B Marketing in Technology
Need a B2B persona for targeting faculty at higher education institutions?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Faculty is an audience that is not well-known. […]
B2B Audiences, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
Is there more to marketing effectively across EMEAR than just translating your marketing? Yes.
Is there a country called EMEAR? Has anyone ever said they live or work in EMEAR? Does everyone that lives in France have the same habits, preferences and challenges as people that live in Germany? Of course not. So why do so many B2B marketers treat EMEAR as if it is all one homogeneous zone? […]
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