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 Agency Selection
Why choosing a B2B agency should come with a guarantee
Choosing a B2B agency is still, in most cases, a leap of faith. You review credentials, assess chemistry and compare proposals, but ultimately you are making a decision based on limited information and a degree of trust. That would be fine if the stakes were low. But they are not. Marketing is expected to drive growth, influence revenue and stand up to […]
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 […]
Sales and marketing alignment in ABM is a myth
If you’ve been to any B2B marketing event in the last few years, you’ve likely sat through more than one session on the need for sales and marketing to be ‘aligned’. It sounds like progress. Two teams working in harmony. On the surface, it feels right. But the very idea of alignment creates a problem. Alignment implies separation. It assumes […]
How does an automated LinkedIn outreach programme work, and how effective is it?
I’m sure you all agree that digital marketing tactics aren’t quite what they used to be. LinkedIn company post reach is falling. Post likes were always from the same cohort. Ads still serve thousands of impressions, but the cost is skyrocketing, meaning less bang for your buck. Search traffic is now being hidden away by AI’s zero-click answers, or users reaching for ChatGPT and Claude […]
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 […]
Why B2B Marketers need to reclaim the revenue conversation and how to do it.
Marketing has a credibility problem. And it’s one of our own making. Being a senior marketer in B2B has never been harder — or lonelier. Stress levels are high, scrutiny is constant, and the pace of change is relentless. Just keeping current with AI and martech developments demands a level of curiosity and energy that leaves little room to pause […]
Do you feel like the lights have gone off on your B2B marketing?
Marketing influence is going dark. It is not going out. There is a quiet anxiety running through marketing leadership right now. The dashboards are still green. Pipeline reports still tick along. Campaigns are still going live. Yet something feels off. Deals are arriving more formed than they used to. Buyers already know your name. They […]
B2B exhibitions cost money – evaluating them on leads alone will cost more.
Exhibitions are expensive. There is a stand to design and build. The travel to organise. The logistics to manage. The time out of the office. The follow-up that needs to happen afterwards. It is understandable that, once the event is over, the first question is usually commercial – how many leads did we get? The badge scanner has been out. The spreadsheet was […]
B2B Events, Customer Experience
5 ways B2B exhibitions have evolved. Have you?
B2B exhibitions are becoming increasingly important and increasingly central to how specialist markets connect. We know because we’ve been there. Across 2026, Velo has participated in the major exhibitions that matter to our sectors, including Utility Week Live, MACH, Fire Safety Expo, The Health & Safety Event, The Workplace Event, BIBA and more. These are not fringe moments in the marketing calendar. […]
B2B Marketing Agency Selection
When the heat is on, does your agency rise to the occasion? Are they there when it actually matters?
Choosing an agency is rarely a capability problem. Most can show impressive work, strong credentials and a confident pitch team. The real question is simpler: when the pressure is on, or when a larger client becomes demanding, will you matter? That’s where agency relationships are genuinely tested. And it’s worth finding out before you sign anything. The size paradox Agency size cuts […]
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