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
Does ABM work in long, complex buying cycles?
There is a common belief in certain sectors. “Account-Based Marketing does not work here.” You hear it most in markets with long sales cycles, complex procurement and heavy reliance on industry frameworks. The thinking is simple. Decisions are slow, structured and often predefined. Marketing cannot influence them in the same way. Or can it? What makes these markets different These environments are […]
B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Marketing Leadership, B2B Sales Enablement
Sales and marketing alignment is a myth. Here is what works instead.
Why the real goal is empathy, and the practical approaches that reduce friction. Let’s start with the word itself. Alignment. It sounds sensible. Two teams moving in the same direction, not interfering with each other, broadly coordinated. The kind of language that fits neatly into strategy documents. But that is not how B2B buying works. B2B […]
B2B Campaigns, B2B Search, SEO & GEO
What does it take for a B2B buyer to trust you?
What BrightonSEO 2026 made me rethink about search, AI, and the proof buyers need before they take a brand seriously It’s an awkward question to sit with in B2B marketing, because everyone already agrees trust matters. But it’s also one of those things people nod along to without doing much about it, accepted before anyone […]
ABM, B2B Content, B2B Marketing in Insurance, B2B Marketing in Professional Services, B2B Strategy
Why is storytelling vital in ABM?
Storytelling in B2B is often misunderstood. It is not about entertainment for its own sake. It is about making information meaningful, memorable and trusted. After all, even in B2B, there are still people at the other end. At its core, storytelling reflects how people actually make decisions. B2B buying is human, memory-driven and trust-led. Storytelling is the thread that connects those elements. It […]
How ABM can influence the dark funnel
Let’s get one thing straight. The “dark funnel” is not a funnel – it’s what happens when real buying behaviour refuses to fit neatly into your reporting. The dark funnel is everything that happens outside your visibility: the conversations you can’t see, the recommendations you can’t track, and the moments that never show up in your analytics. It is the Slack message between colleagues. […]
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 […]
Looking for your new
agency partner?
