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 Branding, B2B Campaigns, B2B Content, B2B Creative
Defying perceptions: Why B2B brands need a little more Elphaba energy
We’re in full Wicked fever again, and while most people are debating Ariana and Cynthia’s weird relationship IRL or that Elphie & Fiyero scene, I keep spotting parallels with B2B marketing. Stay with me – I promise I’m onto something! Because under all the emerald sparkle is a truth every marketer knows too well: being brilliant doesn’t matter if your story isn’t being heard. There’s a […]
B2B Branding, B2B Marketing in Insurance, B2B Marketing in Professional Services, B2B Research, B2B Strategy
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. […]
12 hard truths for B2B Marketers from 2025, and how to make 2026 easier
Buying cycles are longer. Budgets are smaller. And let’s not even start on the AI-generated content sludge. Sound familiar? B2B marketing in 2026 isn’t broken. But it is being stress-tested. The old playbooks and channels? Under pressure. Attribution models? Struggling to see in the dark. Martech stacks? Getting heavier without pulling harder. Pressure to show […]
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 […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Professional Services
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
B2B Advocacy, B2B Campaigns, B2B Content, B2B Creative, B2B ESG, B2B Marketing in manufacturing
How Manufacturing Marketers should approach 2026
When your value is invisible until something goes wrong The best health and safety equipment never makes the news. Precision-engineered components that perform flawlessly for twenty years earn no headlines. Medical devices that work exactly as designed don’t generate case studies about dramatic turnarounds. In manufacturing sectors where success means nothing goes wrong, marketing faces […]
Christmas comes once every year. In B2B, so does the January scramble – spend December getting ahead.
Here’s the thing: you’ve got a budget sitting there. Money that vanishes towards the end of a quarter. We’ve wrapped up a set of small, strategic projects that you can sign off on today, ensuring your Q1 is calmer, sharper, and more successful with minimal work from you. Think of them as a gift to […]
ABM, B2B Branding, B2B Sales Enablement
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, […]
B2B Advocacy, B2B Audiences, B2B Research
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 […]
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 […]
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