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 Content
B2B marketers are producing more content than ever, but many still struggle to make it relevant, distinctive and commercially useful. The challenge is creating content that earns attention, supports the buying journey and gives sales teams something valuable to work with rather than simply adding to the noise. It must work in the hidden and dark channels where recommendations live.
That means learning about content strategy, editorial planning, thought leadership, buyer-stage mapping, distribution, content formats, subject matter expertise, repurposing and how to connect content to pipeline and brand goals.
Our insight articles explore how better B2B content is planned, written and activated, helping marketers create work that is more useful to buyers and more valuable to the business.
B2B Content, B2B Marketing in Technology, B2B Search, SEO & GEO
What do B2B marketers need to know about Google Page Experience for SEO Success?
Everything you need to know about page experience in 2025. In the fast-paced world of B2B marketing, staying ahead of Google’s evolving page experience standards is no longer optional – it’s essential. As a marketing agency dedicated to helping businesses thrive online, we’ve been digging into the latest updates and trends for 2025. Here’s […]
What to choose the Best B2B marketing agency for you?
A View from the Agency Side. Choosing the right B2B agency isn’t easy. You can craft a detailed brief—laying out your context, challenges, and aspirations. You can scour the internet for agencies that look the part, hoping to find case studies that give you confidence. But ultimately, it’s still a leap of faith. The real […]
B2B Campaigns, B2B Content, B2B Creative, B2B Video
What makes a great social video?
Of all the tools in a B2B marketer’s arsenal, a well-executed video can be your most effective when marketing over social media. It boosts brand awareness, piques the interest of even the most jaded of scrollers, gives you more opportunities to get your message across, and can directly drive conversions. Video ads have an undeniable […]
B2B Content, B2B Creative, B2B Marketing in Technology
What makes a creative B2B ad?
This article was prompted by a LinkedIn study into Drivers of B2B Ad Effectiveness. Using empirical data, it investigates what makes compelling B2B ads on LinkedIn. Of course, it has an agenda. Of course, LinkedIn is not the only channel used in B2B marketing. Of course, it has some flaws. But, it does have […]
B2B Content, B2B Marketing in Professional Services
Boosting B2B brand authority with content syndication
In B2B marketing, establishing your brand as a thought leader is essential for building trust and credibility with your audience. However, you are not the only ones looking to do this. It is saturated. You are competing for share of voice. It is not impossible, just harder than is perhaps used to be. One […]
B2B Content, B2B Search, SEO & GEO, Customer Experience
Parallax and SEO: A Guide to Balancing Visuals and Visibility in B2B marketing
In the digital ecosystem, websites usually become a balancing act for the art of design with the science of SEO. While web designers advocate for clean, visually striking websites that captivate and engage visitors – SEO experts continue to push for structures and content that pleases search engines, sometimes at the expense of design simplicity. […]
B2B Branding, B2B Content, B2B ESG
How to calculate the footprint of your B2B website
At Velo, we’ve conducted a study into how to make a website as sustainable as possible. The reality is that carbon is emitted even just by hosting and serving your website. And, after all, we want people to visit our website and then engage with the content. It is not about zero emissions; it […]
B2B Content, B2B Creative, B2B Video
Does the emergence of virtual production mean the end for greenscreen in B2B videos?
In recent years, the B2B market has witnessed a dynamic transformation with the emergence of artificial intelligence (AI) and virtual reality (VR) technology. VR not only revolutionises the way products and services are presented but also provides an immersive and engaging experience for consumers. Companies leverage VR to transport potential customers into a virtual space where they […]
B2B Content, Customer Experience
What are the building blocks of a powerful B2B brand story?
Crafting creating and engaging storytelling for B2B marketing. Part 1: In a three part blog series, agency strategist Rene Power looks at why storytelling in b2b marketing has become a go-to approach for so many marketers and how to start doing it effectively. There’s no doubt that content matters more than ever. The nirvana of […]
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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