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 the recommended choice is never a shortcut. It is a quality standard.
When marketers describe how they select an agency, the process sounds structured. Long lists. Formal briefs. Credentials reviewed. Pitches compared. In practice, the journey usually begins somewhere much simpler – with the agencies people have already heard of. A recommendation from a peer. An agency someone used in a previous role. At first glance, this looks like a shortcut. It isn’t. It’s how complex purchasing […]
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 […]
Is there such a thing as intent in an ABM program?
What your ideal customer really means Intent has become B2B marketing’s favourite shortcut. The promise is seductive. Find the accounts that are “in market”, focus your effort there, and watch conversion rates climb. The problem? B2B buying doesn’t work like that. Intent exists. But not in the neat, predictable, high-confidence way it is often sold. First party intent is the […]
B2B Marketing Agency Selection
Future-proof or already obsolete? How to assess an agency’s shelf life
Appointing an agency is meant to make your life easier. You bring in expertise, fresh thinking and additional capacity. Someone who understands your market, challenges your assumptions and helps move things forward. Yet many agency relationships quietly drift into something else entirely. Instead of shaping strategy, they wait for instructions. Instead of anticipating change, they react to it. Instead of driving results, they produce assets. When […]
Curiosity is eroding inside marketing teams. That should worry you.
Something uncomfortable is happening inside marketing departments. Not a shortage of ambition, tools, or activity, but a quiet erosion of curiosity. Speak to senior marketing leaders and a similar pattern emerges. Candidates appear technically competent. Campaigns get delivered. Teams are busy. But the instinct to explore, question and challenge, the thing that once distinguished great marketers […]
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 […]
From pilot to programme: 8-step approach to scalable ABM
Account-Based Marketing (ABM) is often misunderstood as a tactic when it is, in reality, a strategic approach to growth. At its core, ABM is about focusing effort on the accounts that matter most and building meaningful engagement with them over time. A scalable ABM programme takes this thinking and makes it repeatable. It allows you to […]
B2B Advocacy, B2B Marketing in Professional Services
Does your customer advocacy programme really pay back?
Customer advocacy shapes commercial performance in ways few other initiatives can. Get it right and you strengthen win rates, reduce acquisition cost and protect lifetime value. Get it wrong and margin quickly starts to slip. Buying and renewal decisions are no longer made on spreadsheets alone. They’re influenced by first-hand experience and credible proof of […]
B2B Campaigns, B2B Content, B2B Marketing in manufacturing
Video is key to making Performance Max work
Performance Max (PMax) is Google’s AI-driven campaign type that serves ads simultaneously across Search, YouTube, Display, Gmail, Maps, and Discover from a single campaign. You provide the budget, the conversion goals, and your creative assets. Google’s machine learning then decides which combinations to serve, to which audiences, and when. The quality of what you put […]
How to choose the right priority accounts for your ABM programme
What your ideal customer really means In account-based marketing, identifying your priority customers is not about building the biggest possible list. It is about making deliberate commercial choices. Your Ideal Customer Profile (ICP) is the filter that defines where you should focus your effort and, just as importantly, where you should not. It ensures your time, budget and energy […]
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