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.
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
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 […]
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
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 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 […]
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