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 Campaigns, B2B Marketing in Technology, Customer Experience
What are the top marketing challenges facing technology businesses and how to fix them?
Technology is a dominant sector, with more spent online, on software and tech subscription and investment in business tech, at an all time high. Technology companies often appear to be incredibly marketing savvy. Deliciously minimalist and easy to navigate websites. Very clear propositions, often focusing on a single point of customer pain and transformation. Conversion […]
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 […]
B2B Content, Customer Experience
How do you make your B2B brand story resonate?
Crafting creating and engaging storytelling for B2B marketing. Part 3: 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. In this third and final post, we offer some practical tips on […]
B2B Events, Customer Experience
Post-COVID, B2B Events Are Back But Not As We Knew Them
It has been incredibly difficult for event organisers since Covid began. Attendees are reluctant to travel, exhibitors unwilling to commit to floor space in advance, starving exhibition organisers from the cash needed to market their events and sponsors nervous of investing marketing budget when uncertainties around attendance exist. In addition, and this is particularly in […]
B2B Branding, Customer Experience
Want to know what the new Google Page Experience ranking algorithm means for you as a B2B marketer? Read on…
At the end of May this year, Google provided advanced notice of a shake-up in how it ranks search engine results to penalise those with poor user experience. However, unlike previous updates, this time Google has provided more details and tools to allow B2B marketers to evaluate and fix any aspects of their sites so […]
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 […]
B2B Audiences, Customer Experience
How to effectively plan customer experience touchpoints using user story mapping
Our agency formula for ‘B2B marketing to be proud of’ consists of three core components: Customer Experience, Integrated Marketing and Brand Communications. We believe these elements working together ensure that your audience connects with your brand, your customers are nurtured towards an ultimate sales goal, and you turn engagement into long-term customer loyalty. If any […]
B2B Strategy, Customer Experience
Five ways to make your online workshops more engaging
Workshops are an integral part of the marketing industry, and a useful platform to get team members involved in presentations and new pieces of work. But with an ever-changing landscape due to the backdrop of Covid-19, running them has become a much bigger challenge for B2B agencies and their clients. That’s not to say that […]
B2B Strategy, Customer Experience
CX, product, and price—getting the balance right
Customer Experience (CX) is transforming the business arena. Where quality of product and scale of price once defined a company’s reputation, success and revenue are now heavily influenced by how effectively your business interacts with customers across all touchpoints. Brands that invest in their customers’ experience are enjoying revenue growth rates faster than ever before. […]
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