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 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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