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 brands: How to build trust and grow market share
Ever thought about what keeps your customers sticking around? Here’s a clue: it’s not just your product/service. According to Forrester, the average B2B customer retention rate is 78%, which means, in just four years, half your customer base might be gone. Let that sink in for a second. So, how do you stop that […]
B2B, B2B Video, Uncategorised, Video
What makes a great social video?
Of all the tools in a B2B marketer’s arsenal, a well-executed video can be your most effective when marketing over social media. It boosts brand awareness, piques the interest of even the most jaded of scrollers, gives you more opportunities to get your message across, and can directly drive conversions. Video ads have an […]
What are the marketing secrets of B2B category leaders?
Over the years, there have been several studies on effective B2B marketing. Many use empirical data to observe the impact of certain activities focusing on growth. This article provides a summary of five of the most pertinent principles for ambitious category leaders looking to lead in their niche, providing a canvas on which you can […]
B2B, B2B Research, Industrial, Search, SEO & GEO
How to leverage Google’s Search Generative Experience (SGE) in B2B marketing
It may feel like the landscape of digital marketing is ever-evolving. The reality is, it is – and keeping up to date is crucial for B2B marketers. There was a lot to take in at this year’s BrightonSEO conference (catch up on our key takeaways here) back in April, but something we’ve been keeping […]
What Google’s U-turn on 3rd-party cookies means for B2B marketing
After years of anticipation and multiple delays, in a surprising – or, perhaps, unsurprising – move, Google has decided to scrap its plans to phase out third-party cookies on Chrome. Whatever your view, this decision undoubtably shifts the landscape for B2B marketers who have been preparing for a future without third-party cookies. Earlier in […]
Your competitors may be unwittingly cutting off their noses to spite their face.
The latest Gartner CMO survey reports that marketing budgets have fallen 15% YoY. Why? The adoption of AI and macroeconomic uncertainty. There are over 60 countries entering elections in 2024. Turbulence is an understatement. These factors are making long-term investments hard to justify. As a result, spending is falling and what remains is often […]
B2B, B2B content, Content Marketing, Customer Experience, Search, SEO & GEO
Parallax and SEO: A Guide to Balancing Visuals and Visibility in B2B marketing
In the digital ecosystem, websites usually become a balancing act for the art of design with the science of SEO. While web designers advocate for clean, visually striking websites that captivate and engage visitors – SEO experts continue to push for structures and content that pleases search engines, sometimes at the expense of design simplicity. […]
Google Consent Mode: a B2B Marketer’s guide
Google Consent Mode v2 is an initiative that gives site visitors more say in what data you can collect about them during their visit. Once enabled, it enables people to consent to you collecting their data on your website, which will directly impact what and how much insight you can gather from Google Analytics […]
ABM, B2B, B2B Research, Technology
Mapping the martech map – 14,000+ platforms to choose from. Unless you target a niche.
I need a bigger screen for the 2024 Martech Map! Released just a few days ago, this collation of more than 14,100 marketing technology platforms is both impressive and overwhelming. Only 293 mention B2B, and even fewer are explicitly designed for those targeting a niche. We’ve been through it, so thankfully, you don’t have to! […]
B2B marketing to a niche is harder than it looks – and under-appreciated
B2B marketers who promote 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, […]
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