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 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 […]
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