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
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 content, Industrial, Professional Services, Technology
Why is B2B content like preparing the perfect pancake?
Why Is B2B Content Like the Perfect Pancake? One of the most effective ways to create digital content that excites and engages is to align it with something you love. Not only does this keep your enthusiasm high, but it also makes your content more compelling for the reader. So, in the spirit of Pancake […]
B2B, B2B Research, Industrial, Search, SEO & GEO
How to leverage Google’s Search Generative Experience (SGE) in B2B marketing
It may feel like the landscape of digital marketing is ever-evolving. The reality is, it is – and keeping up to date is crucial for B2B marketers. There was a lot to take in at this year’s BrightonSEO conference (catch up on our key takeaways here) back in April, but something we’ve been keeping […]
Creative Thinking, Industrial, Professional Services, Technology
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 […]
B2B, B2B content, Content Marketing, Customer Experience, Industrial, Professional Services, Technology
How can you increase the number of your B2B case studies that get signed off?
As a B2B marketer, one of your key goals is to use thoughtful storytelling to create success stories that demonstrate your product or service’s power. Particularly for B2B marketers in the technology and professional services sector, success stories are key as a sales enablement tool. They are also essential for reinforcing credentials within the […]
Brand Comms, Customer Experience, Industrial, Professional Services>B2B Insurance, Technology
Why should B2B Customer Advocacy Programs be more than just stories?
We know customer stories are powerful. Customer experiences engage, influence, educate, and entertain others like them far more than promotional content. In a world where more and more buyer research is conducted online, success stories are a valuable part of the B2B marketer’s tool kit, offering tangible authenticity to a company’s claims when developed […]
B2B, B2B content, B2B Research, Industrial, Professional Services>B2B Insurance, Technology
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
B2B, B2B content, B2B Research, Content Marketing, Industrial, Marketing Automation, Professional Services>B2B Insurance, Technology
An overview to ChatGPT and how it can help B2B marketers
CAVEAT: This article was published in Feb 2023 when ChatGPT was announced. The technology evolved rapidly. As a B2B marketing agency, we are always on the lookout for innovative and efficient ways to help our clients in the Professional Services, Technology, and Industrial sectors achieve their marketing goals. A recent survey conducted by Microsoft, where […]
B2B, B2B content, Industrial, Professional Services>B2B Insurance, Technology
How to build a thought leadership strategy for a B2B niche audience
When marketing to a niche, you need to understand that niche. Is it clear how macroeconomics affect your audience? Do you get the value chain in the industry? What about who the decision-makers are, your customers’ pain points, and the challenges driving market demand? B2B businesses at the moment are obsessed with thought leadership. And they should […]
Marketing trends industrial companies should care about in 2023
The effects of Covid were felt almost immediately among B2B industries. Manufacturing companies in particular were hit pretty hard, with around half reporting technology infrastructure and budget-related difficulties. More than anything else, the pandemic identified the urgency of digital transformation. Many businesses had to scale quickly to facilitate remote working and operate online. But enough […]
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