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 ESG
ESG has become a bigger issue for B2B marketers because customers, employees, investors and supply chains increasingly expect clarity, evidence and accountability. The challenge is communicating ESG in a way that is meaningful and credible, without slipping into vague claims or box-ticking language. It is weaponising your story.
That means learning about ESG positioning, reporting, sustainability communications, value chain pressure, employer brand, stakeholder messaging, proof points and how to tell an ESG story with clarity and substance.
Our insight articles explore how B2B marketers can approach ESG communications with more confidence, helping brands explain what they are doing, why it matters and how to communicate it responsibly.
B2B Advocacy, B2B Campaigns, B2B Content, B2B Creative, B2B ESG, B2B Marketing in manufacturing
How Manufacturing Marketers should approach 2026
When your value is invisible until something goes wrong The best health and safety equipment never makes the news. Precision-engineered components that perform flawlessly for twenty years earn no headlines. Medical devices that work exactly as designed don’t generate case studies about dramatic turnarounds. In manufacturing sectors where success means nothing goes wrong, marketing faces […]
B2B sustainability creds without cliché is harder than it looks
Credential presentations used to be simple. You needed to show that you had: Relevant experience in working with similar companies or solving similar challenges Key people, especially if you provided professional services Capabilities that you differentiated via a unique theme, phased around an opinion or an approach Corporate information that provided reassurance around size, stability […]
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 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 […]
Building an ESG communication strategy for your business?
The urgency around net zero is growing. Companies have an important part to play and are often one of the largest sources of emissions. Many are taking action. All are under pressure to take action. Many large global companies are leading the charge by publishing ESG reports, some voluntarily and others to comply with […]
B2B Branding, B2B ESG, B2B Marketing in Technology
B2B technology companies should include sustainability messaging as part of your brand positioning. But how?
Clare Leighton is a senior marketer who has been in B2B technology for over fifteen years. Always passionate about charity and the environment, in her most recent roles at Vodafone and Citrix, she began to focus, firstly on how the work of Vodafone Foundation can be brought to life for Business customers and latterly, how […]
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