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.
The importance of Storytelling in B2B marketing
Even as adults, we all enjoy a story. Stories grab our attention; they mentally transport us into new worlds. We form connections between the stories and ourselves. When we listen to or read an engaging and relatable story, a great opportunity can be set for companies looking to build deeper relations with their audience […]
B2B Content, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Research
How to conduct good discovery interviews
B2B marketing to a niche must be based on solid research. As a result, we’ve developed our own version of a discovery call in our mission to support companies targeting a niche. Traditionally used in sales, for us a discovery call is a chance to explore and understand complicated products and services quickly, especially in […]
B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology
How to build a thought leadership strategy for a B2B niche audience
When marketing to a niche, you need to understand that niche. Is it clear how macroeconomics affect your audience? Do you get the value chain in the industry? What about who the decision-makers are, your customers’ pain points, and the challenges driving market demand? B2B businesses at the moment are obsessed with thought leadership. And they should […]
What does good thought leadership look like for companies targeting a niche?
The expression of thought leadership has been around since the late 19th century. Still, in the last ten years, this concept has been acknowledged for its practical and positive impact on people, branding and business. But what exactly is thought leadership? To start with, thought leadership can present itself in an array of different names […]
B2B Content, B2B Marketing in Technology
Let’s Talk Key B2B Marketing Trends In 2023 For The Technology Sector
Technology and software companies have a lot to say this year – and so they should! Since COVID hit in 2020, the technology around us has boomed, and whether we like it or not, it will continue to do so. Marketing comes in many shapes and sizes, from videos and podcasts to eBooks and blogs. […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Top 5 Festive B2B Marketing Ideas
With the festive season fast approaching, many businesses may be looking into next year to see what 2023 has to offer. In some ways, work may be slowing down and your competitors are looking to take some well-deserved time off. However, this may be a great opportunity for your business to exercise some festive marketing activities […]
Mourning HRH: 4 tips on how B2B marketers must stay mindful
On 8th September, the world received the sad news that Queen Elizabeth, the longest reigning monarch in history, had passed away. As we enter a period of national mourning, many will be trying to navigate how this affects the day-to-day. Businesses in the B2B space in particular must be cognisant toward their output. […]
How events have become a crucial part of B2B content marketing strategy
The history of events in the B2B sphere throughout the last three years has been something of a journey. Confined to strictly online affairs following the COVID-19 pandemic, businesses adjusted to new technology platforms to bring the physical to the virtual, all whilst retaining engagement and interest. Online events quickly rose in popularity, and not […]
What can B2B Marketers learn from those using social media well? | B2B social media best practice
“90% of the B2B purchase process is completed before contacting a vendor”
B2B Branding, B2B Content, B2B Creative
Creative takes the spotlight! What B2B marketers need to know…
This is the third and final post in our trend-watching series of posts looking at some of the important trends that are going to impact B2B marketing strategy and implementation in 2022. This post focuses on the creative side of B2B marketing. B2B steps into the creative spotlight The newly launched Creative B2B Lion […]
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