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.
Should B2B marketers consider audio and podcast ads? Your complete guide
Podcasts come in different formats, each serving a unique purpose. Here’s a breakdown of key types, along with some of the most popular examples: Discipline-Focused Podcasts These cover professional topics like marketing, B2B strategy, and sustainability, often aligning with specific job functions. Example: The B2B Marketing Podcast – Deep dives into B2B trends, ABM, and […]
Is Reddit an appropriate channel for reaching B2B audiences?
As a Reddit partner, we’ve been using the channel to target niche content aimed purely at niche audiences. The platform’s growth means it is becoming worthy of consideration for B2B Marketers What is Reddit? Reddit is a social platform that combines a forum-style structure with voting systems to create an engaging and participatory experience. At […]
The B2B Marketer’s Guide to 2025: How to maximise revenue and create demand
In 2025, for technology, professional services and manufacturing businesses, growth will come from striking a balance between acquisition, retention, and innovation. Whether you’re launching new products, entering new markets, or activating channel partners, this guide will help you create integrated campaigns that deliver measurable impact. As a B2B marketing agency specialising in these sectors, […]
B2B Campaigns, B2B Content, B2B Creative, B2B Video
What makes a great social video?
Of all the tools in a B2B marketer’s arsenal, a well-executed video can be your most effective when marketing over social media. It boosts brand awareness, piques the interest of even the most jaded of scrollers, gives you more opportunities to get your message across, and can directly drive conversions. Video ads have an undeniable […]
What are the marketing secrets of B2B category leaders?
Over the years, there have been several studies on effective B2B marketing. Many use empirical data to observe the impact of certain activities focusing on growth. This article provides a summary of five of the most pertinent principles for ambitious category leaders looking to lead in their niche, providing a canvas on which you can […]
AI & MarTech for B2B, B2B Campaigns
Google Consent Mode: a B2B Marketer’s guide
Google Consent Mode v2 is an initiative that gives site visitors more say in what data you can collect about them during their visit. Once enabled, it enables people to consent to you collecting their data on your website, which will directly impact what and how much insight you can gather from Google Analytics […]
AI & MarTech for B2B, B2B Campaigns, B2B Search, SEO & GEO
Third-party cookies: is your B2B marketing about to crumble?
UPDATE: Google has moved back the deadline to an as yet unspecified date in 2025, so companies have some more time to prepare. That said, we recommend not leaving it to the last minute! Back in January 2024, Google began phasing out 3rd-party cookies – although only 1% of Chrome users were affected by Feb […]
How to roll out new brand communications without damaging brand strength
If you target a B2B niche, your brand becomes one of your most crucial assets. It can both help you and harm you. What we often see is that it can lose potency as it is rolled out. The hero assets are brilliant, creative and hard-hitting. By the time the roll-out is covering product brochures, […]
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 […]
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