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.
B2B Campaigns, B2B Marketing in Technology, Customer Experience
What are the top marketing challenges facing technology businesses and how to fix them?
Technology is a dominant sector, with more spent online, on software and tech subscription and investment in business tech, at an all time high. Technology companies often appear to be incredibly marketing savvy. Deliciously minimalist and easy to navigate websites. Very clear propositions, often focusing on a single point of customer pain and transformation. Conversion […]
B2B Branding, B2B Campaigns, B2B Marketing in manufacturing
What are the 5 main challenges for B2B industrial marketing?
Industrial manufacturing still forms a dominant part of most national economies. Including food, drink, transport, and pharmaceuticals, it can be as high as 70% in GDP terms and is responsible for millions of jobs. Although markets are currently buoyant in terms of demand, many are facing unrivalled challenges in terms of raw materials shortages, price […]
B2B Branding, B2B Campaigns, B2B Creative, Customer Experience
Creative thinking is at the core of B2B marketing. Never more so than now.
What’s been your highlight of the lockdown easing – a visit to friends and family? A trip to the local? Getting back in style with a haircut? As we emerge and are finally able to go out again, see people and re-establish ourselves within our communities, B2B marketers are already questioning what the impact is […]
New to 2020: Recent LinkedIn features that you should know about
LinkedIn has had an incredibly busy year, that’s for sure. With new features rolled out across the platform nearly every other week throughout 2020, LinkedIn has continued to evolve to become a channel B2B marketers simply cannot live without. In response to the Covid-19 pandemic, there has been a significant transformation towards H2H (human-to-human) or […]
B2B Campaigns, B2B Content, B2B Sales Enablement
The most personal is the most creative
Because brand storytelling lives under the ‘business’ umbrella, it can be easy to assume that the principles of ‘real’ creativity do not apply. It’s time for this to change. At the 2020 Oscars (before everything changed), Best Director winner Bong Joon Ho cited this quote by Martin Scorsese in his acceptance speech: ‘The most […]
ABM, AI & MarTech for B2B, B2B Campaigns
5 reasons to try LinkedIn Sponsored InMail for B2B
We’re massive advocates of LinkedIn. We’ve used it for everything from hard-sell lead gen campaigns to methods of research when identifying target accounts. With over 260 million users (Jan, 2020), LinkedIn as a platform for targeted messaging is hard to ignore, and LinkedIn’s Sponsored InMail advertising option gives you access to the inbox of almost […]
What I Took Away From B2B Marketing’s 2019 ABM Conference
Last week, I went to B2B Marketing’s annual ABM Conference. It was a day for B2B marketing professionals to share their experiences of executing ABM strategies. From the conversations, it was clear that “true ABM” is still relatively new and immature, but that the key to success in the future is sharing our experiences and […]
B2B Audiences, B2B Campaigns, B2B Content
Localising your B2B campaign for local markets: how to make it work
Localising your global campaigns provides an opportunity to increase market engagement and lift your ROI. That seems pretty obvious, but why then do so many companies fail to make their content relevant, engaging, and easy for their potential international audiences to consume? Well written and easy-to-understand messaging in a native language makes readers feel more […]
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