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 Research
B2B marketers need better evidence to make better decisions. Research helps reduce guesswork, sharpen strategy and uncover what audiences, markets and buyers really think. The challenge is asking the right questions, choosing the right methods and turning findings into decisions that improve marketing.
That means learning about qualitative and quantitative research, audience research, customer interviews, competitor analysis, brand tracking, proposition testing, market sizing and how insight feeds strategy, campaigns and content.
Our insight articles and Marketing Map explore how B2B research can support smarter marketing, with practical thinking on methods, applications and the value of evidence-led decision-making.
B2B Audiences, B2B Research, B2B Strategy
Can Reddit provide useful insights for B2B marketers?
Reddit conversations cover an enormous range of ground, from hobbies and politics to niche communities that have nothing to do with work. But only a narrow slice of that activity is useful for B2B planning. Reddit’s B2B activity is heavily concentrated. Analysis of 522 million Reddit mentions found that 67% of B2B recommendation activity happens […]
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 Branding, B2B Marketing in Insurance, B2B Marketing in Professional Services, B2B Research, B2B Strategy
Does brand matter when selling into a B2B niche?
Like Brexit-era Boris, there are two short answers here: yes, and no. But in B2B, short answers rarely get you far. No: Specification trumps story In industrial B2B – whether you’re selling sensors, safety signage or software – brand often takes a back seat. Buyers are responsible for production lines, compliance officers and procurement frameworks. […]
B2B Advocacy, B2B Audiences, B2B Research
Customer recommendation is the main metric that matters in B2B marketing.
In B2B, there’s one signal that matters. Not your CTR. Not your MQL count. Not even your pipeline size. Just one thing – would your customer recommend you without being asked? If it’s no, the rest of the metrics don’t matter. You’ll have issues with retention and repeat business. Recommendation is the real signal of […]
B2B Research, B2B Search, SEO & GEO
B2B marketing without third-party cookies: three steps to stay smart, sharp and compliant
Third-party cookies were never flashy. But for years, they quietly powered B2B marketing: enabling retargeting, fuelling behavioural targeting, and feeding reports with data we trusted (perhaps more than we should have). It meant we could re-reach visitors to our sites on other websites even if we did not know who they are. These cookies weren’t […]
Why accessibility should shape your brand colours
In B2B, “the colours need to look nice” is not the whole brief. Colour has much heavy lifting to do. It projects brand meaning, and it needs to remain legible, consistent, and cohesive everywhere — and for everyone. From obligation to expectation Accessibility used to be a public-sector box-tick. Now, with the European Accessibility Act […]
ABM, B2B Audiences, B2B Campaigns, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
Targeting Health, Safety, Environment and Compliance Leaders – A B2B Marketing Persona Deep Dive
When safety, compliance and operational continuity are non-negotiable, Health, Safety, Environment and Compliance (HSEC) leaders aren’t just part of your audience — they’re your gatekeepers to trust and long-term business. They sit at the intersection of people, process and policy, with remits that stretch from PPE procurement to incident investigation. Their goal is simple but […]
B2B Research, B2B Search, SEO & GEO
Agentic AI: The new co-worker in your B2B team?
AI has been quietly reshaping how we work. But a new flavour of it is now making waves, and headlines. It’s called agentic AI. And it’s not just something you ask for help, it’s something that gets on with the job. Some headlines suggest it is the robots taking over. We’ll let you decide. And […]
Why so many new B2B start-ups struggle and what it tells us about the importance of brand strength in B2B.
Launching a B2B start-up can feel like pushing a boulder up a mountain. You’ve got a product. You’ve got a proposition. You’ve even got some budget. But the leads don’t come. The sales cycle drags. And doors refuse to open. What gives? Often the founders’ willingness to continue. Here’s the hard truth: most B2B start-ups […]
B2B Research, B2B Search, SEO & GEO
How should B2B marketers prepare for Generative Engine Optimisation (GEO) alongside their SEO strategy?
Have you noticed that search is falling in your analytics? Yes, us too. B2B buyers increasingly bypass traditional engines and go straight to ChatGPT for quick, authoritative answers. That means your content could remain unseen (unless it’s optimised for how AI discovers and summarises information). Welcome to Generative Engine Optimisation (GEO): the next evolution of […]
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