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 Branding
B2B marketers are often balancing immediate lead pressure with the longer job of building preference, memory and trust. Branding is not just about logos or tone of voice. It is about helping buyers recognise you, remember you and feel confident choosing you in a crowded, low-attention market.
That means learning about positioning, value propositions, messaging, distinctive brand assets, brand salience, differentiation, emotional branding, consistency and the relationship between long-term brand building and short-term activation.
Our insight articles and Marketing Map explore what strong B2B branding really looks like, how brands grow and how marketers can create brands that are more memorable, more meaningful and more commercially effective.
B2B Branding, B2B Campaigns, B2B Content, B2B Creative
Defying perceptions: Why B2B brands need a little more Elphaba energy
We’re in full Wicked fever again, and while most people are debating Ariana and Cynthia’s weird relationship IRL or that Elphie & Fiyero scene, I keep spotting parallels with B2B marketing. Stay with me – I promise I’m onto something! Because under all the emerald sparkle is a truth every marketer knows too well: being brilliant doesn’t matter if your story isn’t being heard. There’s a […]
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. […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Technology
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Professional Services
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
ABM, B2B Branding, B2B Sales Enablement
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 Branding, B2B Content, B2B Creative, B2B Marketing in Technology
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 […]
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 […]
How long is it since you refreshed your B2B logo?
For many B2B brands, their logo is sacrosanct and has been part of the business since its inception. Sadly, logos become outdated and no longer fit for today’s world. They’re often the only part of a business that is the same as the day it was founded, and yet the one part that everyone sees […]
B2B Branding, B2B Content, B2B ESG
How to calculate the footprint of your B2B website
At Velo, we’ve conducted a study into how to make a website as sustainable as possible. The reality is that carbon is emitted even just by hosting and serving your website. And, after all, we want people to visit our website and then engage with the content. It is not about zero emissions; it […]
How to measure your B2B brand strength
You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? As a B2B […]
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