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 Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
B2B Content, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Research
How to conduct good discovery interviews
B2B marketing to a niche must be based on solid research. As a result, we’ve developed our own version of a discovery call in our mission to support companies targeting a niche. Traditionally used in sales, for us a discovery call is a chance to explore and understand complicated products and services quickly, especially in […]
B2B Audiences, B2B Research, B2B Strategy
The cost of living crisis: implications for B2B marketing
The implications for B2B marketers and B2B marketing of recessions and the cost of living crisis. There’s no doubt that the economy in the UK and Europe is in the grip of another challenging crunch right now. The Office of National Statistics reported the following in June 2022: Household Cost Indices (HCIs) saw similar inflation […]
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 […]
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