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 Leadership
B2B marketing leaders are expected to do more than lead a team. They are balancing strategy, performance, culture, stakeholder management and constant change, often while being asked to prove marketing’s value more clearly than ever. The challenge is leading with confidence in a role that keeps expanding.
That means learning about team structure, budgeting, leadership style, commercial alignment, board communication, capability building, change management, measurement, planning and how modern marketing leaders earn influence internally.
Our insight articles explore what strong B2B marketing leadership looks like in practice, offering perspectives on how leaders can build better teams, make smarter decisions and strengthen marketing’s role in the business.
B2B Marketing Leadership, B2B Strategy
How do senior B2B marketers tell if their B2B positioning is working?
If you’re the marketing leader accountable for how your business shows up, here’s a test that will tell you more about the campaigns you’re about to sign off than any positioning workshop will. Ask five people in your business “what is it we sell?” and see how many different variations come back. We use this test with marketing teams regularly, and the results […]
B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Marketing Leadership, B2B Research, B2B Strategy
How do you track market share without a big market study?
Formal market studies cost more than most challenger brands can justify, and revenue comparisons rarely help either. This piece sets out three practical proxies, brand search volume, competitor invoice patterns and tender win rates, that give a genuine read on competitive standing a board will recognise.
B2B Marketing Leadership, B2B Strategy
New to the role as a senior marketer? A 9-step blueprint for successfully taking over a team.
Taking over a marketing team is as much about people as it is about a plan. This piece lays out a 9-step blueprint for the first 90 days: understanding what success looks like, learning how the business and its customers really see marketing, and building the credibility that makes bigger changes possible later.
B2B Marketing Leadership, B2B Strategy
Received investment? How to make sure your marketing operation is ready to scale your activities and your company.
When private equity invests, marketing comes under immediate pressure to prove it can deliver growth fast. This piece sets out a seven-part readiness framework across market-facing and internal factors, potential, proposition, pipeline, perception, process, people and priorities, plus a 90-day roadmap for finding out what needs fixing first.
AI & MarTech for B2B, B2B Marketing Leadership
What skills do you need to future-proof your B2B marketing career?
AI has sped up marketing production, but it hasn’t replaced the judgement that makes campaigns work. This piece sets out nine skills that separate marketers who’ll thrive from marketers who just use more tools: curiosity, critical thinking, commercial acumen and the ability to know what’s actually worth doing.
AI & MarTech for B2B, B2B Marketing Agency Selection, B2B Marketing Leadership, B2B Strategy
How are we using AI across our marketing? A look behind the curtain
Velo doesn’t bolt on AI tools one at a time. It runs them as a connected ecosystem: brand-trained models, automated agents and generative tools working across research, planning and delivery. This piece goes behind the curtain to show how human judgement stays central to every layer.
AI & MarTech for B2B, B2B ESG, B2B Marketing Leadership
How do you balance a growing use of AI with the inevitable sustainability impact?
B2B marketers have become the fastest adopters of AI, but the environmental cost of casual use rarely gets examined. This piece argues that the question worth asking isn’t whether AI can do a task, but whether using it is proportionate and efficient, and sets out the workflow habits that make that judgement practical.
B2B Marketing Leadership, B2B Strategy
How to successfully integrate two marketing teams following an acquisition.
The acquisition has closed. Two businesses now sit under one roof – and so do their two marketing teams, running two sets of campaigns, two martech stacks, and two cultures. A senior leader now has a choice to make: keep both teams running as they are, or blend them into a single, reshaped function. That decision shouldn’t be made on instinct, or on whoever argues their case hardest. Get […]
B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
Sales and marketing alignment is a myth. Here is what works instead.
Why the real goal is empathy, and the practical approaches that reduce friction. Let’s start with the word itself. Alignment. It sounds sensible. Two teams moving in the same direction, not interfering with each other, broadly coordinated. The kind of language that fits neatly into strategy documents. But that is not how B2B buying works. B2B […]
Curiosity is eroding inside marketing teams. That should worry you.
Something uncomfortable is happening inside marketing departments. Not a shortage of ambition, tools, or activity, but a quiet erosion of curiosity. Speak to senior marketing leaders and a similar pattern emerges. Candidates appear technically competent. Campaigns get delivered. Teams are busy. But the instinct to explore, question and challenge, the thing that once distinguished great marketers […]
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