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 Marketing in manufacturing
Manufacturing marketers face a distinctive challenge: turning deep technical detail into compelling marketing without losing the accuracy that specialist buyers depend on. They are navigating long buying cycles, complex procurement processes, multiple stakeholders across engineering, operations and procurement, and products or services where specification matters as much as story. All of this while proving that marketing can contribute commercially in environments where sales has traditionally led and marketing has played a supporting role.
That means learning about specification-led buying, technical messaging, industrial and engineering audiences, compliance-aware content, channel and trade media strategy, product launch and product marketing, distributor and partner support, sales enablement for technical sales teams, sector and niche positioning, and how brand and demand generation work together across long, relationship-driven buying journeys.
Our insight articles explore the pressures and opportunities facing manufacturing marketers, helping teams working in health and safety, precision engineering, industrial automation, energy and utilities, and scientific and lab technology market complex products and services more clearly, more confidently and more effectively.
B2B Advocacy, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
Case studies under NDA: how to build credibility when you can’t name names
Practical ways to create compelling content when confidentiality is a genuine constraint Have you ever brought something from Amazon without checking reviews, or booked a hotel without checking TripAdvisor? These days, it’s unlikely. Reviews have become the lifeblood of sales, building customer trust, credibility, and product or services validation. That’s why in B2B marketing, case […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
AI slurry all over LinkedIn? Humans make the best posts
It’s easy to spot them. Long, lifeless lists. Samey headlines. Vague advice, stuffed with hashtags. LinkedIn’s being flooded with what we can only describe as a tide of AI-generated crap – content that looks and sounds like it was poured from a machine, not crafted by a human. And while the algorithm might momentarily smile […]
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 […]
AI & MarTech for B2B, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO
How easy is it to influence how you appear within AI search models, and how can you monitor it?
Google might still be the Goliath of search, clocking over 8.3 billion visits a month, while ChatGPT attracts a (comparatively modest) 1.8 billion+. But let’s be honest, what’s more revealing is the rate at which this gap is closing. The real picture is even closer when you add in Claude, Perplexity and other AI tools […]
ABM, B2B Audiences, B2B Campaigns, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
Targeting Health, Safety, Environment and Compliance Leaders – A B2B Marketing Persona Deep Dive
When safety, compliance and operational continuity are non-negotiable, Health, Safety, Environment and Compliance (HSEC) leaders aren’t just part of your audience — they’re your gatekeepers to trust and long-term business. They sit at the intersection of people, process and policy, with remits that stretch from PPE procurement to incident investigation. Their goal is simple but […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in 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 Marketing Agency Selection, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Why use a pitch when selecting an agency? It puts too much pressure on a client’s brief.
When looking for a new agency, common practice is to invite selected agencies to generate initial ideas, explain their approach, and share relevant experience around the problem you’re seeking to solve. Typically, most pitches involve an initial brief. This brief is crucial for the agency, as it provides the basis for deciding whether to participate […]
B2B Marketing in manufacturing, B2B Research, B2B 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 […]
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 […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for targeting Facilities Managers or Buildings Managers?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Many sizable organisations manage their facilities themselves. These […]
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