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 Events
Events remain one of the most powerful ways for B2B brands to build relationships, create memorable experiences and generate demand. The challenge is making events work harder. Not just as one-off moments, but as integrated parts of a wider campaign and customer journey.
That means learning about event strategy, audience targeting, promotion, hybrid formats, attendee experience, content capture, follow-up, measurement and how digital and physical touchpoints can work together.
Our insight articles explore what makes B2B events more effective, from planning and promotion to post-event activation, so marketers can get more value from every event they run.
B2B exhibitions cost money – evaluating them on leads alone will cost more.
Exhibitions are expensive. There is a stand to design and build. The travel to organise. The logistics to manage. The time out of the office. The follow-up that needs to happen afterwards. It is understandable that, once the event is over, the first question is usually commercial – how many leads did we get? The badge scanner has been out. The spreadsheet was […]
B2B Events, Customer Experience
5 ways B2B exhibitions have evolved. Have you?
B2B exhibitions are becoming increasingly important and increasingly central to how specialist markets connect. We know because we’ve been there. Across 2026, Velo has participated in the major exhibitions that matter to our sectors, including Utility Week Live, MACH, Fire Safety Expo, The Health & Safety Event, The Workplace Event, BIBA and more. These are not fringe moments in the marketing calendar. […]
B2B exhibitions have changed. Pity most stands haven’t.
There’s a new rhythm to B2B events. The full-day delegate? Rarer than a decent lunch. People now drop in for a few hours, tick off their shortlist, and head back to the inbox. Meetings take place in corridors. Calls happen in stairwells. Out of office? Not really. The vibe is different. The new normal: arrive […]
Ready to make the most of your next event?
There’s been a quiet shift in how people experience B2B events. While the venues, speakers and lanyards remain, the way attendees approach the day has changed. A different kind of attendee Delegates are now more focused, time-conscious and intentional. The all-day wanderer has become the purposeful drop-in. Decision-makers arrive with a shortlist, not a shopping […]
Same old B2B events? How to stand out.
At Velo, we’re big believers in B2B events – but only when they’re done well. When done badly, they’re a costly sponge. A glossy presence that eats up time, budget and goodwill. But when done well? They can do more than generate leads. They can fuel brand awareness, support ABM, enable sales conversations, and set […]
Velo gets moving for Miles for Smiles!
Did you know the average office worker spends five years of their life sitting at their desk, and the average step count sits between 3,000 to 4,000 per day? Movement is vital – not only for general happiness, but also for maintaining a work-life balance. This was recognised by the leadership team at Velo […]
How events have become a crucial part of B2B content marketing strategy
The history of events in the B2B sphere throughout the last three years has been something of a journey. Confined to strictly online affairs following the COVID-19 pandemic, businesses adjusted to new technology platforms to bring the physical to the virtual, all whilst retaining engagement and interest. Online events quickly rose in popularity, and not […]
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. […]
Why an experiential event should be part of your thinking as a B2B marketer in 2022
We’ve all heard how events need to be more experiential, but let’s dive down into the reason why they are such an effective sales and marketing tool to achieve your critical marketing objectives. 1. Build customer relationships Nothing is more effective for a business than strong customer relationships. Creating a connection, a shared conversation, […]
How to use events to create and drive a progressive staff wellbeing strategy
Nothing is as valuable to your business as your employees. They are your greatest asset, so doing something just for them, and to enhance their wellbeing, is a top priority for business success, bringing with it multiple rewards for all involved. Up to this point, as a business, our employee wellbeing has taken a less […]
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