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 Search, SEO & GEO
Search in B2B has become more complex. Marketers are trying to improve visibility, attract the right traffic and create content that performs well in both traditional search and emerging AI-driven discovery environments. The challenge is making search a strategic growth channel, not just a technical checklist.
That means learning about SEO, GEO, keyword strategy, search intent, technical performance, content optimisation, authority building, buyer questions, search behaviour and how discoverability is changing.
Our insight articles explore how B2B marketers can improve search performance, adapt to new search behaviours and create content that is easier to find and more useful when it is found.
B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO
Fancy a brew? LinkedIn’s 360Brew algorithm is why your content reach has changed
For months, our company posts have been pulling 75–80% less reach than they were, and personal posts swing from solid to invisible with no obvious pattern. We’re not alone. AuthoredUp’s analysis of three million-plus posts found 98% of users saw reach decline year-on-year, with median impressions falling around 47%. For larger accounts (50K+ followers) the drops hit 62% on reach and […]
Is search still important to B2B marketers?
I don’t think ‘SEO is dead’ rhetoric is a useful place to start, because it’s not really what’s happening. Search isn’t disappearing, but the word might not stretch far enough any more for what’s actually going on: it’s spreading out across more platforms as AI tools, answer engines, and discovery surfaces join the mix. A […]
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
Large language models respond to many of the same signals that shape strong SEO, but visibility is not only about what sits on your site. Off-site citation matters too. When trusted sources mention your brand or content consistently, they help models infer credibility and relevance. Of those off-site signals, different models rely on different sites. For […]
AI & MarTech for B2B, B2B Search, SEO & GEO
AI Is Changing Organic Searches. Is It Time to Rethink Paid Search Too?
It’s not news that AI is rewriting the rules of online search. But while most B2B marketers have been busy rethinking their organic strategy, paid search has been quietly drifting into dangerous territory. We’ve just wrapped a global paid search campaign on Google Ads for a leading tech brand. When comparing the results from last year […]
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 Research, B2B Search, SEO & GEO
B2B marketing without third-party cookies: three steps to stay smart, sharp and compliant
Third-party cookies were never flashy. But for years, they quietly powered B2B marketing: enabling retargeting, fuelling behavioural targeting, and feeding reports with data we trusted (perhaps more than we should have). It meant we could re-reach visitors to our sites on other websites even if we did not know who they are. These cookies weren’t […]
B2B Campaigns, B2B Marketing in Professional Services, B2B Search, SEO & GEO
The biggest shift in search since “just Google it” – Google AI Mode.
DooH running at London Bridge station, SE1 to mark the launch On 29th July 2025, Google quietly changed the internet. No big reveal. No drumroll. Just a flip of the switch and suddenly, the most powerful search engine in the world stopped being a search engine. It became an answer engine. Welcome to AI […]
What is Google AI Mode, and what could it mean for B2B marketing?
On 29th July 2025, Google began rolling out its most significant search change in a decade: AI Mode. It’s a conversational, generative layer that sits within Google Search, answering your questions directly using Gemini 2.5. Think structured overviews, not blue links. Chat-style clarity, not scroll-and-compare. This isn’t just a UX update. It’s the start of a […]
B2B Research, B2B Search, SEO & GEO
Agentic AI: The new co-worker in your B2B team?
AI has been quietly reshaping how we work. But a new flavour of it is now making waves, and headlines. It’s called agentic AI. And it’s not just something you ask for help, it’s something that gets on with the job. Some headlines suggest it is the robots taking over. We’ll let you decide. And […]
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