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 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 […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for production managers in an industrial setting?
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. In most manufacturing and industrial plants, customers with […]
B2B Audiences, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
Is there more to marketing effectively across EMEAR than just translating your marketing? Yes.
Is there a country called EMEAR? Has anyone ever said they live or work in EMEAR? Does everyone that lives in France have the same habits, preferences and challenges as people that live in Germany? Of course not. So why do so many B2B marketers treat EMEAR as if it is all one homogeneous zone? […]
B2B Audiences, B2B Campaigns, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Strategy
What are the lessons for B2B marketers trying to create a new market for their product? Lessons from the BSRIA briefing on Air Quality.
After attending BSRIA’s Briefing on Air Quality, I wanted to share the lessons I observed for marketers taking products to market in Indoor Air Quality (IAQ) which apply to anyone bringing a product to a niche market. From HVAC to building services, many Velo clients — including BSRIA — are active in this space. And […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
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 […]
B2B Branding, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, Customer Experience
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 Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Research
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 […]
AI & MarTech for B2B, B2B Content, B2B Marketing in manufacturing, B2B Marketing in 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 […]
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