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 Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Sales Enablement
How B2B marketers can prepare winning sales decks
Most sales decks fail because they’re built like brochures: complete, generic and impossible to adapt mid-conversation. This piece sets out a framework built on SPIN selling and five fast-moving elements, context, clarity, contrast, character and call to action, for decks sales teams can actually flex in the room.
AI & MarTech for B2B, B2B Marketing Leadership
What skills do you need to future-proof your B2B marketing career?
AI has sped up marketing production, but it hasn’t replaced the judgement that makes campaigns work. This piece sets out nine skills that separate marketers who’ll thrive from marketers who just use more tools: curiosity, critical thinking, commercial acumen and the ability to know what’s actually worth doing.
AI & MarTech for B2B, B2B Marketing Agency Selection, B2B Marketing Leadership, B2B Strategy
How are we using AI across our marketing? A look behind the curtain
Velo doesn’t bolt on AI tools one at a time. It runs them as a connected ecosystem: brand-trained models, automated agents and generative tools working across research, planning and delivery. This piece goes behind the curtain to show how human judgement stays central to every layer.
ABM, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Sales Enablement, B2B Strategy
How does running ABM campaigns in the defence sector differ from other B2B markets?
Defence buying doesn’t behave like other B2B categories: decision-makers are hard to identify, cycles run in years and switching a qualified component can cost more than it’s worth. This piece sets out what ABM actually looks like in defence, from manual stakeholder research to the trade-show playbook that gets you noticed.
B2B GTM, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Strategy
If AI data centres are where the money is, how do you position your products and services as relevant?
The real AI opportunity isn’t the software, it’s the infrastructure behind it: the power, cooling, land, construction and compliance work that data centres depend on. This piece sets out how suppliers in adjacent markets can sell outcomes and technical proof to get noticed by infrastructure buyers.
AI & MarTech for B2B, B2B Campaigns
ChatGPT Ads are here! What B2B marketers need to know
ChatGPT Ads have moved from a closed pilot to a self-service platform, just as B2B buyers start using LLMs to research vendors before making contact. This piece covers how the platform works, what it costs to test and why niche B2B marketers should treat it as discovery, not scale, for now.
B2B Advocacy, B2B Audiences, B2B Marketing in Professional Services, B2B Strategy
How do you influence buying decisions before they’re even being made?
There’s an uncomfortable truth sitting at the heart of most B2B marketing right now. Recommendation is the most influential driver of revenue, but it can only be indirectly influenced – and it’s even harder to measure. The channels you can measure are rarely where the real decision gets made. The channels where it does – the peer conversation, the internal Slack thread, the industry […]
AI & MarTech for B2B, B2B ESG, B2B Marketing Leadership
How do you balance a growing use of AI with the inevitable sustainability impact?
B2B marketers have become the fastest adopters of AI, but the environmental cost of casual use rarely gets examined. This piece argues that the question worth asking isn’t whether AI can do a task, but whether using it is proportionate and efficient, and sets out the workflow habits that make that judgement practical.
ABM, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Technology
Why your technical team might be your best marketing asset
Sherlock Holmes may have been the smartest person in the room, but even he needed Watson to help make his conclusions shine – and it’s the same with tech teams and marketing. Like Holmes and Watson, Woody and Buzz or Jake and Amy (IYKYK), unlikely companions always make for the best stories. And so it […]
B2B Marketing Leadership, B2B Strategy
How to successfully integrate two marketing teams following an acquisition.
The acquisition has closed. Two businesses now sit under one roof – and so do their two marketing teams, running two sets of campaigns, two martech stacks, and two cultures. A senior leader now has a choice to make: keep both teams running as they are, or blend them into a single, reshaped function. That decision shouldn’t be made on instinct, or on whoever argues their case hardest. Get […]
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