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
ABM, B2B Sales Enablement, Brand Comms, Content Marketing
What we learned about influencing LinkedIn’s algorithm with an unscientific test using SSI
TL:DR We ran a quick internal test to understand LinkedIn’s Social Selling Index (SSI) and what actually drives influence on the platform. Our goal? To find out whether it’s worth the effort for B2B marketers, especially in niche sectors to invest time into personal posting. The headline takeaway: yes, personal posts often outperform company ones, […]
Customer recommendation is the main metric that matters in B2B marketing.
In B2B, there’s one signal that matters. Not your CTR. Not your MQL count. Not even your pipeline size. Just one thing – would your customer recommend you without being asked? If it’s no, the rest of the metrics don’t matter. You’ll have issues with retention and repeat business. Recommendation is the real signal of […]
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. […]
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, 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 […]
Why accessibility should shape your brand colours
In B2B, “the colours need to look nice” is not the whole brief. Colour has much heavy lifting to do. It projects brand meaning, and it needs to remain legible, consistent, and cohesive everywhere — and for everyone. From obligation to expectation Accessibility used to be a public-sector box-tick. Now, with the European Accessibility Act […]
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 […]
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 a good LinkedIn profile really looks like
In B2B, trust isn’t just nice to have, it’s everything. Deals are rarely won on rational arguments alone. They hinge on familiarity, credibility and chemistry. These aren’t soft skills, they’re decision-making signals. They’re how people decide whether they like you, trust you and want to work with you. The Edelman Trust Barometer shows that individuals […]
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 […]
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