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 Marketing Agency Selection
Choosing a B2B agency can feel high stakes. Marketers are trying to find a partner that understands their sector, works in a way that suits their team and can deliver more than a polished pitch. The challenge is separating genuine fit, capability and chemistry from generic agency promises.
That means learning about briefing, agency evaluation, specialist expertise, processes, chemistry meetings, scopes of work, pricing models, onboarding and what to look for in a long-term agency relationship.
Our insight articles share advice, guidance and practical thinking to help marketers choose an agency with more confidence and build a relationship that is productive from the outset.
B2B Marketing Agency Selection
Why the recommended choice is never a shortcut. It is a quality standard.
When marketers describe how they select an agency, the process sounds structured. Long lists. Formal briefs. Credentials reviewed. Pitches compared. In practice, the journey usually begins somewhere much simpler – with the agencies people have already heard of. A recommendation from a peer. An agency someone used in a previous role. At first glance, this looks like a shortcut. It isn’t. It’s how complex purchasing […]
B2B Marketing Agency Selection
Future-proof or already obsolete? How to assess an agency’s shelf life
Appointing an agency is meant to make your life easier. You bring in expertise, fresh thinking and additional capacity. Someone who understands your market, challenges your assumptions and helps move things forward. Yet many agency relationships quietly drift into something else entirely. Instead of shaping strategy, they wait for instructions. Instead of anticipating change, they react to it. Instead of driving results, they produce assets. When […]
B2B Marketing Agency Selection, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Why use a pitch when selecting an agency? It puts too much pressure on a client’s brief.
When looking for a new agency, common practice is to invite selected agencies to generate initial ideas, explain their approach, and share relevant experience around the problem you’re seeking to solve. Typically, most pitches involve an initial brief. This brief is crucial for the agency, as it provides the basis for deciding whether to participate […]
B2B Marketing Agency Selection
How should B2B marketers select a new agency that targets a niche? A comparison scorecard
When you’re considering appointing an agency, a bit of preplanning will make it much easier to select the right partner. For B2B marketers who target a niche, this is a harder process than it looks. Similar case studies are hard to find or rarely celebrated (when was the last time you saw a true niche […]
B2B Marketing Agency Selection, B2B Sales Enablement
Why is it called “winning” a new client when a good client-agency relationship is a partnership?
The vocab is just wrong. If someone wins, someone else loses. To apply this vocab to starting a new business partnership exemplifies how the pitch process is broken. Most clients talk about appointing a new agency. Never winning a new agency. Why? In day-to-day life, you rarely speak this way. You don’t “win” a new member of […]
B2B Marketing Agency Selection
Is well-being in an agency the responsibility of the company or the individual?
Working in an agency can be hard, particularly at specific times of the year. We do our best to manage workloads and timelines at an organisational level, but with varied and challenging work, there is always room for improvement. Everyone has different needs and tolerances. Operating in a world where change is a constant simplifies […]
B2B Marketing Agency Selection
Absolutely (Christmas) Crackers!
2023 was crackers! We wanted to end it by putting a smile on all B2B marketers faces, with our Christmas Cracker hunt! The Velo team has hidden 12 crackers in our very own Christmas London festive scene for you to find. Each one contains some B2B marketing wisdom to help you in 2024 and hidden […]
AI & MarTech for B2B, B2B Marketing Agency Selection
How is Velo approaching AI? We’re proceeding with caution, and so should you!
Change is afoot, but not for the first time. History repeats itself. AI isn’t the first shift that’s forced agencies, media and marketers to adapt. For instance, during the 80s, the introduction of computers and accessible software reinvented desktop publishing and photo editing. It replaced manually laying out paper and photos on a desktop and […]
B2B Marketing Agency Selection
Velo recognised in Campaign Magazine’s Best Places to Work
It is particularly pleasing to be recognised in Campaign’s Best Places to Work awards in April 2023. This is a major achievement for Velo as this award considers everyone in Adland. Fellow winners include media companies like Channel 4, massive advertising groups like Havas, technology platforms like Stackadapt and Taboola and industry associations such […]
B2B Creative, B2B Marketing Agency Selection
How to stay creative in B2B marketing – highlights from our Gallery visit
When you’re in the business of creativity, it’s critical to garner all the inspiration and stimulation you can. To do this, sometimes you have to step outside your usual environment, immerse yourself in other ideas, and look at life from a different perspective. And what better place to channel such creativity than an art gallery? […]
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