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.
How should you budget for the right balance for brand and sales activation campaigns when targeting a niche?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more – and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a […]
B2B Marketing Leadership, B2B Strategy
What are the key metrics you should track as a B2B marketer targeting a niche to be able to justify increasing your budget?
It is important to plan your campaigns and measure their effectiveness carefully. But with so many metrics to choose from, it can be challenging to determine which ones are most relevant to your specific campaign goals. Whether you are focused on building brand awareness, generating demand, or enabling sales, the metrics you need may […]
B2B Campaigns, B2B Research, B2B Strategy
What marketing KPIs should you be tracking when targeting a B2B niche in your campaigns?
When planning KPIs for your marketing operation, ensuring that they align with your overall business goals is essential. This means selecting KPIs that will help you measure your marketing efforts’ success in terms of driving revenue and business growth. While revenue related KPIs are a common starting point, it’s also important to have the […]
What should you think about when building your B2B marketing strategy to target a niche?
B2B marketers who take a niche brand in a niche market are a rare breed. Quite simply, it is hard and demands one of the purest forms of marketing. With small audiences, each interaction and every message counts. You simply don’t have the gift of huge numbers to learn slowly. You need to plan, learn and […]
How does brand awareness in a B2B niche lead to growth?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more – and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a niche. […]
B2B Audiences, B2B Campaigns, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Strategy
Why should you target the 95% of your audience that are not in the market?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more, and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a niche. Not […]
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 Marketing Leadership, B2B Strategy
What does COVID-19 mean for your marketing strategy?
We are all feeling apprehensive at the moment, but let’s make the most of this time to complete some projects and try some new things. Creativity will get us through the darkest of times. Today, instead of posting our usual quick Tuesday tip, we thought it would be more helpful to talk to you about […]
B2B Strategy, Customer Experience
Five ways to make your online workshops more engaging
Workshops are an integral part of the marketing industry, and a useful platform to get team members involved in presentations and new pieces of work. But with an ever-changing landscape due to the backdrop of Covid-19, running them has become a much bigger challenge for B2B agencies and their clients. That’s not to say that […]
B2B Marketing Leadership, B2B Strategy
Advice for Velo clients: how to navigate Covid-19 and be ready to spring back
Without doubt, Covid-19 is causing disruption to marketers in unprecedented ways, and we predict that the changes in marketing will be forever. Although it’s difficult to know what will happen, or how and when businesses will spring back, learning to adapt and acclimatise to the ‘new norm’ is going to be key. Below are a […]
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