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 Campaigns
B2B marketers are expected to deliver campaigns that do more than look joined up. They need to reach the right people, say the right thing, work across channels and contribute to measurable growth. The challenge is planning campaigns that balance creativity, targeting, timing, budget and commercial realism.
That means learning about campaign strategy, audience selection, channel planning, campaign architecture, messaging, content planning, demand generation, ABM, measurement and how paid, owned and earned activity works together.
Our insight articles cover how to plan, build and improve B2B campaigns, with practical guidance on strategy, execution and the decisions that make integrated campaigns work harder.
How does an automated LinkedIn outreach programme work, and how effective is it?
I’m sure you all agree that digital marketing tactics aren’t quite what they used to be. LinkedIn company post reach is falling. Post likes were always from the same cohort. Ads still serve thousands of impressions, but the cost is skyrocketing, meaning less bang for your buck. Search traffic is now being hidden away by AI’s zero-click answers, or users reaching for ChatGPT and Claude […]
Does ABM work in long, complex buying cycles?
There is a common belief in certain sectors. “Account-Based Marketing does not work here.” You hear it most in markets with long sales cycles, complex procurement and heavy reliance on industry frameworks. The thinking is simple. Decisions are slow, structured and often predefined. Marketing cannot influence them in the same way. Or can it? What makes these markets different These environments are […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO, B2B Video
How to improve your discoverability in LLMs with YouTube videos
Large language models respond to many of the same signals that shape strong SEO, but visibility is not only about what sits on your site. Off-site citation matters too. When trusted sources mention your brand or content consistently, they help models infer credibility and relevance. Of those off-site signals, different models rely on different sites. For […]
B2B Campaigns, B2B Content, B2B Marketing in manufacturing
Video is key to making Performance Max work
Performance Max (PMax) is Google’s AI-driven campaign type that serves ads simultaneously across Search, YouTube, Display, Gmail, Maps, and Discover from a single campaign. You provide the budget, the conversion goals, and your creative assets. Google’s machine learning then decides which combinations to serve, to which audiences, and when. The quality of what you put […]
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 Campaigns, B2B Content, B2B Creative, B2B Marketing in Professional Services
What my favourite romantic movies taught me about B2B marketing
(Apparently, all starring one of two Julias – must be my ‘type’!) Romantic films endure for a reason. They understand people – their insecurities, quirks, and moments of connection. Strip away the meet-cutes and soundtracks, and you’re left with something B2B marketing still struggles to get right: how relationships actually work. Valentine’s Day got me thinking… are […]
B2B Branding, B2B Campaigns, B2B Content, B2B Creative
Defying perceptions: Why B2B brands need a little more Elphaba energy
We’re in full Wicked fever again, and while most people are debating Ariana and Cynthia’s weird relationship IRL or that Elphie & Fiyero scene, I keep spotting parallels with B2B marketing. Stay with me – I promise I’m onto something! Because under all the emerald sparkle is a truth every marketer knows too well: being brilliant doesn’t matter if your story isn’t being heard. There’s a […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Technology
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Professional Services
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
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 […]
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