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
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 Branding, B2B marketing in Insurance, B2B marketing in Professional Services, B2B Research, B2B Strategy
Does brand matter when selling into a B2B niche?
Like Brexit-era Boris, there are two short answers here: yes, and no. But in B2B, short answers rarely get you far. No: Specification trumps story In industrial B2B – whether you’re selling sensors, safety signage or software – brand often takes a back seat. Buyers are responsible for production lines, compliance officers and procurement frameworks. […]
AI & MarTech for B2B, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology, B2B Search, SEO & GEO
How easy is it to influence how you appear within AI search models, and how can you monitor it?
Google might still be the Goliath of search, clocking over 8.3 billion visits a month, while ChatGPT attracts a (comparatively modest) 1.8 billion+. But let’s be honest, what’s more revealing is the rate at which this gap is closing. The real picture is even closer when you add in Claude, Perplexity and other AI tools […]
B2B Audiences, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, B2B Research
Targeting Health, Safety, Environment and Compliance Leaders – A B2B Marketing Persona Deep Dive
When safety, compliance and operational continuity are non-negotiable, Health, Safety, Environment and Compliance (HSEC) leaders aren’t just part of your audience — they’re your gatekeepers to trust and long-term business. They sit at the intersection of people, process and policy, with remits that stretch from PPE procurement to incident investigation. Their goal is simple but […]
B2B Audiences, B2B marketing in Insurance
Need a B2B persona for targeting faculty at higher education institutions?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Faculty is an audience that is not well-known. […]
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 Branding, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, Customer Experience
Why should B2B Customer Advocacy Programs be more than just stories?
We know customer stories are powerful. Customer experiences engage, influence, educate, and entertain others like them far more than promotional content. In a world where more and more buyer research is conducted online, success stories are a valuable part of the B2B marketer’s tool kit, offering tangible authenticity to a company’s claims when developed […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, B2B Research
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, B2B Research
An overview to ChatGPT and how it can help B2B marketers
CAVEAT: This article was published in Feb 2023 when ChatGPT was announced. The technology evolved rapidly. As a B2B marketing agency, we are always on the lookout for innovative and efficient ways to help our clients in the Professional Services, Technology, and Industrial sectors achieve their marketing goals. A recent survey conducted by Microsoft, where […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology
How to build a thought leadership strategy for a B2B niche audience
When marketing to a niche, you need to understand that niche. Is it clear how macroeconomics affect your audience? Do you get the value chain in the industry? What about who the decision-makers are, your customers’ pain points, and the challenges driving market demand? B2B businesses at the moment are obsessed with thought leadership. And they should […]
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