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.
AI & MarTech for B2B, B2B Campaigns
ChatGPT Ads are here! What B2B marketers need to know
ChatGPT Ads have moved from a closed pilot to a self-service platform, just as B2B buyers start using LLMs to research vendors before making contact. This piece covers how the platform works, what it costs to test and why niche B2B marketers should treat it as discovery, not scale, for now.
How does an automated LinkedIn outreach programme work, and how effective is it?
We ran our own automated LinkedIn outreach programme for four weeks to test whether value-led, well-targeted messages could beat volume. The results split: strong connection acceptance rates, passive engagement once people connected, no proposals and real lessons for anyone considering automation on LinkedIn.
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 […]
B2B Campaigns, B2B Search, SEO & GEO
What does it take for a B2B buyer to trust you?
What BrightonSEO 2026 made me rethink about search, AI, and the proof buyers need before they take a brand seriously It’s an awkward question to sit with in B2B marketing, because everyone already agrees trust matters. But it’s also one of those things people nod along to without doing much about it, accepted before anyone […]
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
LLMs pick up many of the same signals as SEO, but visibility now extends well beyond your own site, and YouTube carries particular weight with tools like Gemini. This piece sets out how to write titles, descriptions and transcripts that machines can actually parse, and build authority YouTube alone can’t earn.
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
LinkedIn is full of long, lifeless lists, samey headlines and advice that could have come from anyone. This piece argues that authenticity beats algorithmic optimisation: personal connection requests, real engagement and posts that admit to still working things out, rather than polished perfection, are what actually earn attention.
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 […]
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