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.
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Search, SEO & GEO
What are the key takeaways for B2B marketers from Brighton SEO 2023?
It has been a month since the Brighton SEO conference which was nothing short of exciting! The great variety of insightful and knowledgeable sessions left us buzzing with ideas. It was great to stay up to date with the latest advances in search marketing and hear from thought leaders from various industries sharing their views […]
AI & MarTech for B2B, B2B Content, B2B Creative
The Apple Vision Pro: the calm before the storm?
Ah, the Apple Vision Pro… remember when it took the tech world by storm, making a splash so big that even your mum knew about it? Now it’s like the gadget has turned into Nemo and disappeared, sinking beneath the waves of our shared consciousness. You know what they say, ‘still waters run deep,’ but […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
How can you increase the number of your B2B case studies that get signed off?
As a B2B marketer, one of your key goals is to use thoughtful storytelling to create success stories that demonstrate your product or service’s power. Particularly for B2B marketers in the technology and professional services sector, success stories are key as a sales enablement tool. They are also essential for reinforcing credentials within the […]
ABM, B2B Advocacy, B2B Content
What makes a great title and executive summary for a B2B case study?
It is a balance – good case study copy on your site is packed with SEO optimisation to make it discoverable, but without compromising the fact that a human is reading it, so it must be compelling. A copywriting tightrope… Good B2B marketers write case studies for readers, not robots. Your headline needs to […]
What should you think about when building your B2B marketing strategy to target a niche?
B2B marketers who take a niche brand in a niche market are a rare breed. Quite simply, it is hard and demands one of the purest forms of marketing. With small audiences, each interaction and every message counts. You simply don’t have the gift of huge numbers to learn slowly. You need to plan, learn and […]
B2B Content, B2B Research, Customer Experience
Is it time for recommendations to supersede pitches in the B2B buying process?
I admit it – I don’t like pitches. Agency pitches are highly common as a way of selecting a new partner, but they often bear little resemblance to what the real working relationship will be like. Many companies are forced to rely on pitches in lieu of another option. They’re bounced into evaluating options […]
B2B Content, B2B Marketing in Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
AI & MarTech for B2B, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
An overview to ChatGPT and how it can help B2B marketers
CAVEAT: This article was published in Feb 2023 when ChatGPT was announced. The technology evolved rapidly. As a B2B marketing agency, we are always on the lookout for innovative and efficient ways to help our clients in the Professional Services, Technology, and Industrial sectors achieve their marketing goals. A recent survey conducted by Microsoft, where […]
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