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 Professional Services, Customer Experience
5 Problems Facing Professional Services Companies When It Comes To Growth
The global professional services market is conservatively worth $6,000bn (2022) and puts the skills and experience of millions of professionals at the disposal of organisations around the world. (1) The main types of professional services include design, research, promotional and consulting, legal and accounting services, plus a range of scientific, technical and technological services. In […]
B2B Content, Customer Experience
How do you make your B2B brand story resonate?
Crafting creating and engaging storytelling for B2B marketing. Part 3: 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. In this third and final post, we offer some practical tips on […]
B2B Audiences, B2B Content, B2B Research
All You Wanted To Know About Research-Led Marketing
Not sure how to implement research into marketing campaigns? We have everything you need to get started. Part 2 of our podcast with Peter Cohen of HolistiCyber and Matt Lewis of NCCGroup is now live. In Part – An into to research-led marketing – we discussed what makes for compelling research-based marketing and provided examples of thegood, the bad, and the factually incorrect. But […]
How to successfully prep your interviewees for video customer testimonials
Let’s face it, being interviewed in any capacity is not the most natural thing in the world to endure. Throw a camera into the mix….. and well, ‘rabbit’ and ‘headlights’ is the most likely outcome for your interview subject. But with video customer success stories and case studies becoming a key marketing tool in the […]
Wassup?’ Lessons in brand storytelling
TBT to 1999 and a group of friends ‘watching the game, having a Bud.’ Gayle Kennedy, our Director of Storytelling, explains what brand storytelling lessons we can glean from this iconic advertising series. Our #tbt this week goes back to 1999, in which one question was asked: ‘Wassup?’ On the face of it, this […]
You are not the protagonist
Writing a brand story can seem frivolous, but it’s a crucial reminder of your product’s role in your customer’s everyday life. Writing your brand story can feel like one of the more esoteric moments in crafting your positioning. Destined to stay within the confines of your brand guidelines, the more hardened and cynical amongst a […]
B2B Campaigns, B2B Content, B2B Sales Enablement
The most personal is the most creative
Because brand storytelling lives under the ‘business’ umbrella, it can be easy to assume that the principles of ‘real’ creativity do not apply. It’s time for this to change. At the 2020 Oscars (before everything changed), Best Director winner Bong Joon Ho cited this quote by Martin Scorsese in his acceptance speech: ‘The most […]
B2B marketers, here’s what to do right NOW to maximise ROI from your content
Get ready – I’m going to share some of Velo’s proven tips for successfully maximising ROI from your B2B content efforts. Tips you can implement RIGHT NOW that can achieve immediate quick wins. A blog or content hub is a staple component of any B2B website, providing a place for companies like yours to share […]
Our 4 Top Tips For Video Conferencing Like A Pro
We’ve worked with a range of clients over the past decade, and while we’re a London-based agency, our reach has grown substantially over the years. We have built Velo through our relationships with clients nationally, on the continent, and globally, and we couldn’t have done this without collaboration software – namely video conferencing – enabling […]
Get seen on small screens: Why mobile-first design is a business priority
Driven by the growing popularity of mobile devices, mobile-first design is a strategy that starts with the smallest screen first (mobile). This ensures that the user experience (UX) of a website is right across all devices. Before the mobile revolution, websites were designed for desktop first. A ‘mobile-friendly’ version was then tagged on, with varying […]
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