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 Marketing in Technology
Technology marketers often operate in fast-moving, crowded markets where products evolve quickly, categories blur and claims from competing vendors can start to sound identical. The challenge is making complex solutions genuinely easy to understand, building trust with sharp and sceptical buyers across long sales cycles, and standing out without falling back on jargon, hype or feature lists that mean nothing to a CTO weighing a strategic decision. And doing all of that while the market itself, shaped by AI investment, product-led growth models, cloud, cybersecurity and shifting channel dynamics, keeps changing underneath you.
That means learning about product marketing and launch strategy, category creation and positioning, buyer education and content across the full funnel, product-led growth and how marketing supports adoption, expansion and retention when the product itself is the primary acquisition channel, AI feature marketing and how to communicate genuine capability without overpromising, helping businesses demonstrate return on AI investment through product enhancements that customers can actually feel, messaging for SaaS, cloud platforms, infrastructure, cybersecurity, managed IT services, InsurTech and EdTech, sales enablement for complex and partner-led sales, demand generation and pipeline growth, customer advocacy, and how to connect deep technical value to the business outcomes that actually move buying decisions forward.
Our insight articles explore the trends, pressures and opportunities shaping technology marketing, helping teams working across the full spectrum of B2B tech create clearer messaging, stronger campaigns, more confident product launches and go-to-market strategies, whether they are scaling through sales-led, product-led or hybrid growth models, that earn trust rather than just attention.
AI & MarTech for B2B, B2B Marketing in Technology
Found by AI: What do B2B tech brands need to do to appear in LLMs?
Found by AI is a three-part Velo series on how B2B buyers now use AI to choose suppliers. Each sector is found in a different way. Manufacturers have to unlock what they already know. Technology firms have to prove what they claim. Professional services firms have to earn the right to be cited. Technology buyers have adopted AI faster than anyone. Forrester […]
B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Marketing Leadership, B2B Research, B2B Strategy
How do you track market share without a big market study?
Formal market studies cost more than most challenger brands can justify, and revenue comparisons rarely help either. This piece sets out three practical proxies, brand search volume, competitor invoice patterns and tender win rates, that give a genuine read on competitive standing a board will recognise.
ABM, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
Why your technical team might be your best marketing asset
Sherlock Holmes may have been the smartest person in the room, but even he needed Watson to help make his conclusions shine – and it’s the same with tech teams and marketing. Like Holmes and Watson, Woody and Buzz or Jake and Amy (IYKYK), unlikely companions always make for the best stories. And so it […]
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 […]
B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
Sales and marketing alignment is a myth. Here is what works instead.
Why the real goal is empathy, and the practical approaches that reduce friction. Let’s start with the word itself. Alignment. It sounds sensible. Two teams moving in the same direction, not interfering with each other, broadly coordinated. The kind of language that fits neatly into strategy documents. But that is not how B2B buying works. B2B […]
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
LLMs pick up many of the same signals as SEO, but visibility now extends well beyond your own site, and YouTube carries particular weight with tools like Gemini. This piece sets out how to write titles, descriptions and transcripts that machines can actually parse, and build authority YouTube alone can’t earn.
B2B Advocacy, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
Case studies under NDA: how to build credibility when you can’t name names
Practical ways to create compelling content when confidentiality is a genuine constraint Have you ever brought something from Amazon without checking reviews, or booked a hotel without checking TripAdvisor? These days, it’s unlikely. Reviews have become the lifeblood of sales, building customer trust, credibility, and product or services validation. That’s why in B2B marketing, case […]
B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Marketing Leadership, B2B Strategy
Why the orchestration of strategy into activation matters more than ever in B2B marketing
B2B marketing is evolving — because it has to. Economic uncertainty, shifting buyer habits, and a talent gap post-pandemic have reshaped the expectations placed on marketing teams — and the agencies that support them. Today’s successful B2B marketers are prioritising four things: 1 -Agility — to respond quickly in an uncertain macroeconomic climate. This is […]
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
LinkedIn is full of long, lifeless lists, samey headlines and advice that could have come from anyone. This piece argues that authenticity beats algorithmic optimisation: personal connection requests, real engagement and posts that admit to still working things out, rather than polished perfection, are what actually earn attention.
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Technology
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
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 […]
ABM, B2B Audiences, B2B Campaigns, 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 Branding, B2B Content, B2B Creative, B2B Marketing in Technology
Is there a place for characters in B2B marketing?
Not quite a mascot. Not quite a metaphor. But definitely memorable. When we created U.ME for McGraw-Hill — a visual anchor for the next generation of doctors stepping into the world of work — we didn’t realise we’d started something. Then we used the same idea again, in early creative thinking for Bolt EU’s B2B […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Why is B2B content like preparing the perfect pancake?
Why Is B2B Content Like the Perfect Pancake? One of the most effective ways to create digital content that excites and engages is to align it with something you love. Not only does this keep your enthusiasm high, but it also makes your content more compelling for the reader. So, in the spirit of Pancake […]
B2B Content, B2B Marketing in Technology, B2B Search, SEO & GEO
What do B2B marketers need to know about Google Page Experience for SEO Success?
Everything you need to know about page experience in 2025. In the fast-paced world of B2B marketing, staying ahead of Google’s evolving page experience standards is no longer optional – it’s essential. As a marketing agency dedicated to helping businesses thrive online, we’ve been digging into the latest updates and trends for 2025. Here’s […]
B2B Marketing Agency Selection, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Why use a pitch when selecting an agency? It puts too much pressure on a client’s brief.
When looking for a new agency, common practice is to invite selected agencies to generate initial ideas, explain their approach, and share relevant experience around the problem you’re seeking to solve. Typically, most pitches involve an initial brief. This brief is crucial for the agency, as it provides the basis for deciding whether to participate […]
B2B Content, B2B Creative, B2B Marketing in Technology
What makes a creative B2B ad?
This article was prompted by a LinkedIn study into Drivers of B2B Ad Effectiveness. Using empirical data, it investigates what makes compelling B2B ads on LinkedIn. Of course, it has an agenda. Of course, LinkedIn is not the only channel used in B2B marketing. Of course, it has some flaws. But, it does have […]
B2B Creative, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B websites
B2B Web Design Trends for Technology, Professional Services, and Manufacturing Brands
As part of our drive to embrace AI (Artificial Intelligence), this article was generated to write up the discussions in our internal Sector Inspector deep-dive workshops. In these sessions, our team works together to investigate, explore and understand a specific challenge. Through it, we drive deeper agency-wide knowledge into our sectors. Modern B2B websites […]
ABM, B2B Marketing in Technology, B2B Research
Mapping the martech map – 14,000+ platforms to choose from. Unless you target a niche.
I need a bigger screen for the 2024 Martech Map! Released just a few days ago, this collation of more than 14,100 marketing technology platforms is both impressive and overwhelming. Only 293 mention B2B, and even fewer are explicitly designed for those targeting a niche. We’ve been through it, so thankfully, you don’t have to! […]
B2B Marketing in Technology, B2B Search, SEO & GEO
What BrightonSEO Taught Us About AI-Powered Search and What It Means for SEO
– We attended the latest BrightonSEO event so you didn’t have to, and not only are we breaking down one of the topics that stood out as a key development to watch, but we’ve also done some extra homework on what B2B marketers targeting a niche actually need to know about it. Unsurprisingly, AI dominated […]
B2B Audiences, B2B Marketing in Professional Services, B2B Marketing in Technology
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 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 […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
How can you increase the number of your B2B case studies that get signed off?
As a B2B marketer, one of your key goals is to use thoughtful storytelling to create success stories that demonstrate your product or service’s power. Particularly for B2B marketers in the technology and professional services sector, success stories are key as a sales enablement tool. They are also essential for reinforcing credentials within the […]
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 Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
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 […]
AI & MarTech for B2B, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
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 Professional Services, B2B Marketing in Technology, B2B Research
How to conduct good discovery interviews
B2B marketing to a niche must be based on solid research. As a result, we’ve developed our own version of a discovery call in our mission to support companies targeting a niche. Traditionally used in sales, for us a discovery call is a chance to explore and understand complicated products and services quickly, especially in […]
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 […]
B2B Audiences, B2B Campaigns, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Strategy
Why should you target the 95% of your audience that are not in the market?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more, and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a niche. Not […]
B2B Content, B2B Marketing in Technology
Let’s Talk Key B2B Marketing Trends In 2023 For The Technology Sector
Technology and software companies have a lot to say this year – and so they should! Since COVID hit in 2020, the technology around us has boomed, and whether we like it or not, it will continue to do so. Marketing comes in many shapes and sizes, from videos and podcasts to eBooks and blogs. […]
B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Velo presents… Leftover Turkey Quiche
The festive season is around the corner, as is that one question (almost as expected as bad cracker jokes) whilst sat round the dinner table… ‘‘what do you do again?’’. We know it’s not always easy to explain to family and friends but rest assured we get your values and know the impact your work […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Top 5 Festive B2B Marketing Ideas
With the festive season fast approaching, many businesses may be looking into next year to see what 2023 has to offer. In some ways, work may be slowing down and your competitors are looking to take some well-deserved time off. However, this may be a great opportunity for your business to exercise some festive marketing activities […]
B2B Branding, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
What does best practice brand communication look like in the technology sector?
The Velo team looks at five technology brands implementing good marketing practice and where they could be improved further. In a post at the start of 2022 – What are the top marketing challenges facing technology businesses and how to fix them? – we outlined five key challenges we see technology companies confronting when it […]
B2B Marketing in Technology, B2B Search, SEO & GEO, Customer Experience
What the switch to GA4 means for B2B marketing – and how to get ahead
In October 2020, Google announced that Google Analytics 4 (GA4) will replace Google Universal Analytics (UA) and that UA will stop collecting data in July 2023. Whilst there is still nearly a year before the current analytics tool is phased out, many experts recommend moving now, as you’ll build up more historical data within the […]
B2B Marketing in Technology, Customer Experience
Should you be thinking about the metaverse as a B2B marketer yet?
What opportunities does the metaverse present to B2B marketers? Every organisation is targeted at meeting their customer’s demands and needs. Specifically, in the B2B space, it is important for businesses to evolve how they engage and interact with their customers. The metaverse can have (and is having!) a huge impact on the ability of B2B […]
B2B Branding, B2B Marketing in Technology, Customer Experience
Is there a place for WhatsApp for Business in B2B marketing?
Marketing communication becomes more fragmented every year, with more tools and technologies emerging that are taking community and communications into private channels. The pandemic forced even the most security conscious B2B operations to recognise they needed to open up to using third party software to streamline their operations, and improve the customer experience. B2B companies […]
B2B Branding, B2B Marketing in Technology
What are the best resources to help B2B marketers keep up with the latest developments in the technology sector?
An essential resource list of news sites, blogs, podcasts, trade associations, events and more for marketing professionals working in the technology sector. Staying up to date with all the changes and developments in the technology space can be a real challenge for B2B technology marketers. With that said, we’ve pulled together a list of the […]
B2B Content, B2B Marketing in Technology, Customer Experience
Why successful B2B technology companies are investing in customer success stories – and how you can too
Customer success stories are used by B2B marketers, particularly in the technology sector, to reassure new customers that their solution, and process of working together solves their problems, by demonstrating it has done it before. This is important in earning trust before a transaction and cements the relationship with the customer in the story as […]
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