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 Sales Enablement, Brand Comms, Content Marketing
What we learned about influencing LinkedIn’s algorithm with an unscientific test using SSI
TL:DR We ran a quick internal test to understand LinkedIn’s Social Selling Index (SSI) and what actually drives influence on the platform. Our goal? To find out whether it’s worth the effort for B2B marketers, especially in niche sectors to invest time into personal posting. The headline takeaway: yes, personal posts often outperform company ones, […]
B2B Direct Mail is back. Did it ever go away?
“But is anyone in the office anymore?” This has been the standard objection to using direct mail over recent years. Mandated RTO policies are here. We know this as, in many places, it is causing conflict between management and employees. However, it feels like a one-way road, with some, like Publicis, going as far […]
Brand Comms, Customer Experience
What storytelling process should you follow when building your B2B brand?
Crafting creating and engaging storytelling for B2B marketing Part 2: The process of storytelling In a three part blog series, agency strategist Rene Power looks at why storytelling in b2b marketing has become a go-to approach for so many marketers and how to start doing it effectively. This second post outlines the concept of the […]
Brand Comms, Customer Experience
Why do B2B marketers need to go much deeper to understand their customers? Making the case for expanded Buyer Personas.
Answering this question is where Velo, and any self respecting marketing professional should, start with all clients. When was the last time you read a blog, an article, a social media post, watched a video or listened to a podcast and thought – wow that really spoke to me? It wasn’t just a case […]
Brand Comms, Customer Experience, Industrial, Professional Services>B2B Insurance, Technology
Why should B2B Customer Advocacy Programs be more than just stories?
We know customer stories are powerful. Customer experiences engage, influence, educate, and entertain others like them far more than promotional content. In a world where more and more buyer research is conducted online, success stories are a valuable part of the B2B marketer’s tool kit, offering tangible authenticity to a company’s claims when developed […]
B2B, Brand Comms, Customer Experience
How to create a B2B podcast series – and why you should
The article is about the why, what, how and where of creating a B2B podcast. Using our experience of producing Creative Covenant’s Marketing for Cybersecurity series, we are sharing our specific tips and learnings for making podcasts an essential component of your wider marketing strategy. Podcasts are huge – and ubiquitousLet’s start with some stats: […]
Brand Comms, Customer Experience, Professional Services, Technology
What does best practice brand communication look like in the technology sector?
The Velo team looks at five technology brands implementing good marketing practice and where they could be improved further. In a post at the start of 2022 – What are the top marketing challenges facing technology businesses and how to fix them? – we outlined five key challenges we see technology companies confronting when it […]
Brand Comms, Customer Experience, Technology
Is there a place for WhatsApp for Business in B2B marketing?
Marketing communication becomes more fragmented every year, with more tools and technologies emerging that are taking community and communications into private channels. The pandemic forced even the most security conscious B2B operations to recognise they needed to open up to using third party software to streamline their operations, and improve the customer experience. B2B companies […]
B2B, Brand Comms, Creative Thinking, Industrial
What are the best resources to help B2B marketers keep up with the latest developments in the industrial sector?
An essential resource list of news sites, blogs, podcasts, trade associations and more for marketing professionals working in industrial marketing. Staying up to date with all the changes and developments in the industrial and B2B manufacturing space can be a real challenge for marketers. To help, we’ve pulled together a list of the best resources […]
B2B content, Brand Comms, Content Marketing, LinkedIn
What can B2B Marketers learn from those using social media well? | B2B social media best practice
“90% of the B2B purchase process is completed before contacting a vendor”
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