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 Creative
B2B marketers know creativity matters, but they often operate in sectors where the pressure is to be safe, technical and product-led. The challenge is creating work that still feels credible while being memorable enough to build attention, connection and response.
That means learning about creative effectiveness, storytelling, concept development, emotional appeal, message clarity, campaign ideas, visual identity, differentiation and how creativity works in serious or specialist B2B sectors.
Our insight articles look at how creative thinking strengthens B2B marketing, how to balance boldness with relevance and what makes creative work more likely to stick in buyers’ minds.
How do you know if your B2B creative is actually good?
I’ve spent more than twenty years working across B2B and B2C in art and design direction. For me, the idea is at the heart of good creative. What are we trying to say, why should the audience care and how do we bring it to life? More of the client teams we work with are building […]
AI & MarTech for B2B, B2B Content, B2B Creative, B2B Strategy
When “good enough” stops being good enough
Somewhere in the country this morning, a marketing executive about eighteen months into their first proper job is being asked to plan a campaign, write it, design it, schedule it, report on it and brief three AI tools before tomorrow. They’re doing a decent job of it, all things considered. Nobody has ever shown them what a great job would look like. That, rather than […]
B2B Campaigns, B2B Creative, B2B Strategy, B2B Video
Why every B2B business should be thinking bigger about video
For years, we’ve talked about video as another marketing tactic: something to support a campaign, promote an event or sit alongside a product launch. I think that’s selling it short. One statistic recently caught my attention: pages featuring video are 53 times more likely to rank on the first page of Google than text-only pages. […]
B2B Campaigns, B2B Content, B2B Creative, B2B Marketing in Professional Services
What my favourite romantic movies taught me about B2B marketing
(Apparently, all starring one of two Julias – must be my ‘type’!) Romantic films endure for a reason. They understand people – their insecurities, quirks, and moments of connection. Strip away the meet-cutes and soundtracks, and you’re left with something B2B marketing still struggles to get right: how relationships actually work. Valentine’s Day got me thinking… are […]
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 Advocacy, B2B Campaigns, B2B Content, B2B Creative, B2B ESG, B2B Marketing in manufacturing
How Manufacturing Marketers should approach 2026
When your value is invisible until something goes wrong The best health and safety equipment never makes the news. Precision-engineered components that perform flawlessly for twenty years earn no headlines. Medical devices that work exactly as designed don’t generate case studies about dramatic turnarounds. In manufacturing sectors where success means nothing goes wrong, marketing faces […]
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 Campaigns, B2B Content, B2B Creative, B2B 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 undeniable […]
B2B Content, B2B Creative, B2B Marketing in Technology
What makes a creative B2B ad?
This article was prompted by a LinkedIn study into Drivers of B2B Ad Effectiveness. Using empirical data, it investigates what makes compelling B2B ads on LinkedIn. Of course, it has an agenda. Of course, LinkedIn is not the only channel used in B2B marketing. Of course, it has some flaws. But, it does have […]
B2B Creative, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B websites
B2B Web Design Trends for Technology, Professional Services, and Manufacturing Brands
As part of our drive to embrace AI (Artificial Intelligence), this article was generated to write up the discussions in our internal Sector Inspector deep-dive workshops. In these sessions, our team works together to investigate, explore and understand a specific challenge. Through it, we drive deeper agency-wide knowledge into our sectors. Modern B2B websites […]
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 […]
What can B2B brands learn from Taylor Swift?
You don’t have to be a dedicated ‘Swiftie’ to recognise that Taylor Swift is a force to be reckoned with in the marketing arena. Swift’s astute strategies transcend music and offer valuable lessons for marketing – including B2B. This blog post is not to debate the merits of her as songwriter, performer or zeitgeist, […]
B2B Content, B2B Creative, B2B Video
Does the emergence of virtual production mean the end for greenscreen in B2B videos?
In recent years, the B2B market has witnessed a dynamic transformation with the emergence of artificial intelligence (AI) and virtual reality (VR) technology. VR not only revolutionises the way products and services are presented but also provides an immersive and engaging experience for consumers. Companies leverage VR to transport potential customers into a virtual space where they […]
AI & MarTech for B2B, B2B Content, B2B Creative
The Apple Vision Pro: the calm before the storm?
Ah, the Apple Vision Pro… remember when it took the tech world by storm, making a splash so big that even your mum knew about it? Now it’s like the gadget has turned into Nemo and disappeared, sinking beneath the waves of our shared consciousness. You know what they say, ‘still waters run deep,’ but […]
B2B Creative, B2B Marketing Agency Selection
How to stay creative in B2B marketing – highlights from our Gallery visit
When you’re in the business of creativity, it’s critical to garner all the inspiration and stimulation you can. To do this, sometimes you have to step outside your usual environment, immerse yourself in other ideas, and look at life from a different perspective. And what better place to channel such creativity than an art gallery? […]
B2B Branding, B2B Creative, B2B Marketing in manufacturing
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 […]
AI & MarTech for B2B, B2B Creative
Copy, right? Do you know the rights and wrongs around your image use?
This weekend, the Spanish government’s beach body advert caused more controversy with a second photographer having their images used without consent, and with insensitive retouching that betrayed the intention behind the initial post. It has gathered a lot of media attention and increasing levels of anger from those ripped off. Full disclosure, I am also […]
B2B Branding, B2B Content, B2B Creative
Creative takes the spotlight! What B2B marketers need to know…
This is the third and final post in our trend-watching series of posts looking at some of the important trends that are going to impact B2B marketing strategy and implementation in 2022. This post focuses on the creative side of B2B marketing. B2B steps into the creative spotlight The newly launched Creative B2B Lion […]
B2B Branding, B2B Content, B2B Creative
Brand marketing is back! What B2B marketers need to know…
As an agency and trusted partner for clients, it’s important we stay up to date with the latest thinking and influences on B2B marketing. Continuing a series of short posts looking at the some of the important trends that are going to impact strategy and implementation this year, this post looks at brand for B2B. […]
Privacy and the attention economy – What B2B marketers need to know
As an agency and trusted partner for clients, it’s important we stay up to date with the latest thinking and influences on B2B marketing. In this first in a short series of posts, we’re looking at the some of the important trends that are going to impact strategy and implementation this year. What does […]
Building a B2B brand identity to be proud of – the importance of clarity, coherence, relevance and consistency
Building brands doesn’t stop because of pandemics and major market upheavals. Whilst many brands have had spectacular pandemic success, skillfully pivoting and navigating to a more online execution, a large number have at best survived rather than thrived – and a fair few have in fact “languished” (the inevitable word of 2021) somewhere in between. […]
B2B Branding, B2B Creative, B2B Marketing in Technology, Customer Experience
Are changes in the HR space evolving the way products and services will be bought and sold forever?
We’re recognising significant changes in how buyers research, select and procure B2B services and none-more so than around HR services where roles, responsibilities, priorities and challenges have changed completely in comparison to pre-covid times. HR as a problem solver Following the pandemic, the importance of the HR function within organisations has been elevated. […]
B2B Creative, Customer Experience
Is data gathering as tiresome as it seems, or do we just need better tools?
Whether you are a large corporation or a small local business, data is a crucial element in driving effective decision-making. How else do we know how many sales are made or how many people got close enough to committing to a purchase before leaving the site before checkout? Data is an invaluable asset to have […]
Brand and storytelling agency Creative Covenant is joining Velo. What does this mean for Velo’s clients?
Ever since I started the business in 2010, Velo has and always will, operate as an extension of our client’s teams. My mission was to build a committed team of experts with one common goal – to craft B2B marketing to be proud of in partnership with our clients. It is a rare philosophy, but […]
5 reasons to consider Augmented Reality in your B2B marketing mix
Not so long-ago Augmented Reality (AR) felt like something so distant and far off in the future, that the majority of us didn’t give it another thought, let alone think about using it for marketing purposes. But in a little over ten years since BMW triumphed as the first brand to use the then extremely […]
B2B Branding, B2B Campaigns, B2B Creative, Customer Experience
Creative thinking is at the core of B2B marketing. Never more so than now.
What’s been your highlight of the lockdown easing – a visit to friends and family? A trip to the local? Getting back in style with a haircut? As we emerge and are finally able to go out again, see people and re-establish ourselves within our communities, B2B marketers are already questioning what the impact is […]
Our 4 Top Tips For Video Conferencing Like A Pro
We’ve worked with a range of clients over the past decade, and while we’re a London-based agency, our reach has grown substantially over the years. We have built Velo through our relationships with clients nationally, on the continent, and globally, and we couldn’t have done this without collaboration software – namely video conferencing – enabling […]
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