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 Strategy
B2B marketers are often asked to act quickly, but good results still depend on having a clear strategy. The challenge is deciding where to play, who to prioritise, what to say and how to balance long-term growth with short-term commercial pressures.
That means learning about audience strategy, market positioning, planning, propositions, campaign strategy, brand-to-demand balance, channel decisions, competitive context and the choices that shape better marketing.
Our insight articles explore how stronger B2B strategy leads to stronger execution, with practical advice on planning, prioritisation and decision-making.
Why is storytelling vital in ABM?
Storytelling in B2B is often misunderstood. It is not about entertainment for its own sake. It is about making information meaningful, memorable and trusted. After all, even in B2B, there are still people at the other end. At its core, storytelling reflects how people actually make decisions. B2B buying is human, memory-driven and trust-led. Storytelling is the thread that connects those elements. It […]
How ABM can influence the dark funnel
Let’s get one thing straight. The “dark funnel” is not a funnel – it’s what happens when real buying behaviour refuses to fit neatly into your reporting. The dark funnel is everything that happens outside your visibility: the conversations you can’t see, the recommendations you can’t track, and the moments that never show up in your analytics. It is the Slack message between colleagues. […]
Is there such a thing as intent in an ABM program?
What your ideal customer really means Intent has become B2B marketing’s favourite shortcut. The promise is seductive. Find the accounts that are “in market”, focus your effort there, and watch conversion rates climb. The problem? B2B buying doesn’t work like that. Intent exists. But not in the neat, predictable, high-confidence way it is often sold. First party intent is the […]
From pilot to programme: 8-step approach to scalable ABM
Account-Based Marketing (ABM) is often misunderstood as a tactic when it is, in reality, a strategic approach to growth. At its core, ABM is about focusing effort on the accounts that matter most and building meaningful engagement with them over time. A scalable ABM programme takes this thinking and makes it repeatable. It allows you to […]
How to choose the right priority accounts for your ABM programme
What your ideal customer really means In account-based marketing, identifying your priority customers is not about building the biggest possible list. It is about making deliberate commercial choices. Your Ideal Customer Profile (ICP) is the filter that defines where you should focus your effort and, just as importantly, where you should not. It ensures your time, budget and energy […]
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 […]
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