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
ABM, B2B Advocacy, B2B Content, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology, B2B Strategy, Customer Experience
Case studies under NDA: how to build credibility when you can’t name names
Practical ways to create compelling content when confidentiality is a genuine constraint Have you ever brought something from Amazon without checking reviews, or booked a hotel without checking TripAdvisor? These days, it’s unlikely. Reviews have become the lifeblood of sales, building customer trust, credibility, and product or services validation. That’s why in B2B marketing, case […]
B2B marketing in Professional Services, B2B marketing in Technology, B2B Marketing Leadership, B2B Strategy
Why the orchestration of strategy into activation matters more than ever in B2B marketing
B2B marketing is evolving — because it has to. Economic uncertainty, shifting buyer habits, and a talent gap post-pandemic have reshaped the expectations placed on marketing teams — and the agencies that support them. Today’s successful B2B marketers are prioritising four things: 1 -Agility — to respond quickly in an uncertain macroeconomic climate. This is […]
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. […]
12 hard truths for B2B Marketers from 2025, and how to make 2026 easier
Buying cycles are longer. Budgets are smaller. And let’s not even start on the AI-generated content sludge. Sound familiar? B2B marketing in 2026 isn’t broken. But it is being stress-tested. The old playbooks and channels? Under pressure. Attribution models? Struggling to see in the dark. Martech stacks? Getting heavier without pulling harder. Pressure to show […]
Christmas comes once every year. In B2B, so does the January scramble – spend December getting ahead.
Here’s the thing: you’ve got a budget sitting there. Money that vanishes towards the end of a quarter. We’ve wrapped up a set of small, strategic projects that you can sign off on today, ensuring your Q1 is calmer, sharper, and more successful with minimal work from you. Think of them as a gift to […]
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 […]
What can B2B brands learn from Taylor Swift?
You don’t have to be a dedicated ‘Swiftie’ to recognise that Taylor Swift is a force to be reckoned with in the marketing arena. Swift’s astute strategies transcend music and offer valuable lessons for marketing – including B2B. This blog post is not to debate the merits of her as songwriter, performer or zeitgeist, […]
How to measure your B2B brand strength
You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? As a B2B […]
How should B2B marketers approach 2024?
This article follows our “2024’s trends in B2B marketing for those targeting a niche” article and focuses on what you can do to navigate 2024 as a B2B marketer targeting a niche. This article follows our “2024’s trends in B2B marketing for those targeting a niche” article and focuses on what you can do […]
2024’s B2B marketing trends for those targeting a niche
We’ve sifted through over 75 individual trend reports to find what is relevant for B2B marketers, so you don’t have to! It’s that time of year when anyone providing professional services is sharing an opinion on the year ahead. And yes, we’re no different. What is different, however, is that we’ve identified what we […]
Looking for your new
agency partner?
