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
The biggest shift in search since “just Google it” – Google AI Mode.
DooH running at London Bridge station, SE1 to mark the launch On 29th July 2025, Google quietly changed the internet. No big reveal. No drumroll. Just a flip of the switch and suddenly, the most powerful search engine in the world stopped being a search engine. It became an answer engine. Welcome to AI […]
What a good LinkedIn profile really looks like
In B2B, trust isn’t just nice to have, it’s everything. Deals are rarely won on rational arguments alone. They hinge on familiarity, credibility and chemistry. These aren’t soft skills, they’re decision-making signals. They’re how people decide whether they like you, trust you and want to work with you. The Edelman Trust Barometer shows that individuals […]
What is Google AI Mode, and what could it mean for B2B marketing?
On 29th July 2025, Google began rolling out its most significant search change in a decade: AI Mode. It’s a conversational, generative layer that sits within Google Search, answering your questions directly using Gemini 2.5. Think structured overviews, not blue links. Chat-style clarity, not scroll-and-compare. This isn’t just a UX update. It’s the start of a […]
B2B, B2B Research, 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 […]
Is there a place for characters in B2B marketing?
Not quite a mascot. Not quite a metaphor. But definitely memorable. When we created U.ME for McGraw-Hill — a visual anchor for the next generation of doctors stepping into the world of work — we didn’t realise we’d started something. Then we used the same idea again, in early creative thinking for Bolt EU’s B2B […]
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’s Judgment Day: Marketing during the Rise of the Machines
It is like a science fiction plot. The worst kind. Where Armageddon is on its way, and the world will never be the same. A dystopian future has been thrust on the world, causing destruction everywhere. Where the noise of change drowns out the commonsense calmness and is whipped up into a cacophony of […]
B2B, B2B Research, 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 […]
B2B exhibitions have changed. Pity most stands haven’t.
There’s a new rhythm to B2B events. The full-day delegate? Rarer than a decent lunch. People now drop in for a few hours, tick off their shortlist, and head back to the inbox. Meetings take place in corridors. Calls happen in stairwells. Out of office? Not really. The vibe is different. The new normal: arrive […]
Ready to make the most of your next event?
There’s been a quiet shift in how people experience B2B events. While the venues, speakers and lanyards remain, the way attendees approach the day has changed. A different kind of attendee Delegates are now more focused, time-conscious and intentional. The all-day wanderer has become the purposeful drop-in. Decision-makers arrive with a shortlist, not a shopping […]
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