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
Customer Experience
Customer experience is a priority in B2B because buyers now expect the same ease, relevance and consistency they experience elsewhere. The challenge is that B2B journeys are often longer, more complex and spread across more teams, channels and touchpoints.
That means learning about journey mapping, touchpoints, service design, onboarding, retention, customer communications, consistency, feedback and how experience shapes reputation, loyalty and growth.
Our insight articles explore what a better B2B customer experience looks like, helping marketers understand where experience breaks down and how to make it more joined-up, useful and commercially valuable.
B2B Branding, 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: […]
B2B Branding, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
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 […]
B2B Marketing in Technology, B2B Search, SEO & GEO, Customer Experience
What the switch to GA4 means for B2B marketing – and how to get ahead
In October 2020, Google announced that Google Analytics 4 (GA4) will replace Google Universal Analytics (UA) and that UA will stop collecting data in July 2023. Whilst there is still nearly a year before the current analytics tool is phased out, many experts recommend moving now, as you’ll build up more historical data within the […]
B2B Marketing in Technology, Customer Experience
Should you be thinking about the metaverse as a B2B marketer yet?
What opportunities does the metaverse present to B2B marketers? Every organisation is targeted at meeting their customer’s demands and needs. Specifically, in the B2B space, it is important for businesses to evolve how they engage and interact with their customers. The metaverse can have (and is having!) a huge impact on the ability of B2B […]
B2B Branding, B2B Marketing in Technology, Customer Experience
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 Events, Customer Experience
Essential considerations when designing an effective B2B marketing exhibition stand and experience
Two powerful psychological forces mean that the trade exhibition sector will inevitably come back strong. Firstly, human beings need to connect. And secondly, we seek experiences. From an exhibitor’s perspective, it is natural to want to create the most eye-catching exhibition stand designs to help maximise attraction and return on investment at a trade show. […]
B2B Content, B2B Marketing in Professional Services, Customer Experience
How to design customer success stories that transform your professional services B2B marketing
A customer success story is an account to highlight the experience a customer has had with your product, the challenges they faced before, how the product has helped, and what degree of success they’ve since accomplished. Customer success stories are used by professional services marketers to reassure new customers that their solution and process of […]
B2B Content, B2B Marketing in Technology, Customer Experience
Why successful B2B technology companies are investing in customer success stories – and how you can too
Customer success stories are used by B2B marketers, particularly in the technology sector, to reassure new customers that their solution, and process of working together solves their problems, by demonstrating it has done it before. This is important in earning trust before a transaction and cements the relationship with the customer in the story as […]
B2B Branding, Customer Experience
Social media sharing is about the who, not the what: An advocate marketer’s perspective
Against the backdrop of the new Sage Boss-It campaign and the success of the supporting TikTok campaign which was one of the first B2B uses of this channel, we’re seeing customers of B2B brands are playing a huge part in marketing and amplifying the company’s message in volumes never seen before. This campaign shows it […]
B2B Content, B2B Marketing in Professional Services, Customer Experience
5 Problems Facing Professional Services Companies When It Comes To Growth
The global professional services market is conservatively worth $6,000bn (2022) and puts the skills and experience of millions of professionals at the disposal of organisations around the world. (1) The main types of professional services include design, research, promotional and consulting, legal and accounting services, plus a range of scientific, technical and technological services. In […]
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