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
AI & MarTech for B2B, B2B Campaigns, B2B Search, SEO & GEO
Third-party cookies: is your B2B marketing about to crumble?
UPDATE: Google has moved back the deadline to an as yet unspecified date in 2025, so companies have some more time to prepare. That said, we recommend not leaving it to the last minute! Back in January 2024, Google began phasing out 3rd-party cookies – although only 1% of Chrome users were affected by Feb […]
Women in B2B marketing: celebrating impact and inspiring inclusion
The theme for this year’s International Women’s Day is ‘Inspire Inclusion,’ so what better opportunity to reflect and celebrate the talented women who contribute to the success of our B2B marketing agency. Of course, it goes without saying that we don’t need an official ‘day’ to recognise this. We’re committed to fostering diversity and inclusion, […]
B2B Branding, B2B Content, B2B ESG
How to calculate the footprint of your B2B website
At Velo, we’ve conducted a study into how to make a website as sustainable as possible. The reality is that carbon is emitted even just by hosting and serving your website. And, after all, we want people to visit our website and then engage with the content. It is not about zero emissions; it […]
B2B Content, B2B Creative, B2B Video
Does the emergence of virtual production mean the end for greenscreen in B2B videos?
In recent years, the B2B market has witnessed a dynamic transformation with the emergence of artificial intelligence (AI) and virtual reality (VR) technology. VR not only revolutionises the way products and services are presented but also provides an immersive and engaging experience for consumers. Companies leverage VR to transport potential customers into a virtual space where they […]
A sales and marketing relationship designed to supercharge your growth
In part one of this article, we highlighted the fractured nature of the two key functions sat at the heart of an organisation’s growth; sales and marketing. In this second part, we explore a series of practical steps designed to help create closer alignment between the two functions. Collaboration Depending on the size of your […]
Your sales team will tell you who your best prospects are. Well, 16% of the time
When approaching any new project, one of the most valuable pieces of work anyone can do is speak to the people buying the products: the customers. Anyone who has worked in B2B long enough will tell you that the ability to do this can vary from tricky to borderline impossible. Rarely are customers free to […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for targeting Facilities Managers or Buildings Managers?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Many sizable organisations manage their facilities themselves. These […]
Need a B2B persona for senior HR Leaders?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Senior leaders at large organisations who are responsible […]
How to measure your B2B brand strength
You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? You might think your brand is powerful, but how can you be sure? Do you have a method for tracking it over time to effectively manage it? As a B2B […]
B2B Audiences, B2B Marketing in manufacturing
Need a B2B persona for production managers in an industrial setting?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. In most manufacturing and industrial plants, customers with […]
B2B Audiences, B2B Marketing in Professional Services, B2B Marketing in Technology
Need a B2B persona for targeting faculty at higher education institutions?
Knowing your audience is the first step in constructing strong B2B marketing campaigns. You need to understand their motivations and pain points, but also how you can pragmatically reach them. This series of articles provides deep dives on the audiences we target most regularly here at Velo. Faculty is an audience that is not well-known. […]
B2B Marketing Agency Selection
Is well-being in an agency the responsibility of the company or the individual?
Working in an agency can be hard, particularly at specific times of the year. We do our best to manage workloads and timelines at an organisational level, but with varied and challenging work, there is always room for improvement. Everyone has different needs and tolerances. Operating in a world where change is a constant simplifies […]
How should B2B marketers approach 2024?
This article follows our “2024’s trends in B2B marketing for those targeting a niche” article and focuses on what you can do to navigate 2024 as a B2B marketer targeting a niche. This article follows our “2024’s trends in B2B marketing for those targeting a niche” article and focuses on what you can do […]
2024’s B2B marketing trends for those targeting a niche
We’ve sifted through over 75 individual trend reports to find what is relevant for B2B marketers, so you don’t have to! It’s that time of year when anyone providing professional services is sharing an opinion on the year ahead. And yes, we’re no different. What is different, however, is that we’ve identified what we […]
B2B Branding, Customer Experience
What storytelling process should you follow when building your B2B brand?
Crafting creating and engaging storytelling for B2B marketing Part 2: The process of storytelling In a three part blog series, agency strategist Rene Power looks at why storytelling in b2b marketing has become a go-to approach for so many marketers and how to start doing it effectively. This second post outlines the concept of the […]
B2B Content, Customer Experience
What are the building blocks of a powerful B2B brand story?
Crafting creating and engaging storytelling for B2B marketing. Part 1: In a three part blog series, agency strategist Rene Power looks at why storytelling in b2b marketing has become a go-to approach for so many marketers and how to start doing it effectively. There’s no doubt that content matters more than ever. The nirvana of […]
B2B Marketing Agency Selection
Absolutely (Christmas) Crackers!
2023 was crackers! We wanted to end it by putting a smile on all B2B marketers faces, with our Christmas Cracker hunt! The Velo team has hidden 12 crackers in our very own Christmas London festive scene for you to find. Each one contains some B2B marketing wisdom to help you in 2024 and hidden […]
How to roll out new brand communications without damaging brand strength
If you target a B2B niche, your brand becomes one of your most crucial assets. It can both help you and harm you. What we often see is that it can lose potency as it is rolled out. The hero assets are brilliant, creative and hard-hitting. By the time the roll-out is covering product brochures, […]
B2B Audiences, B2B Campaigns, B2B Content, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
Is there more to marketing effectively across EMEAR than just translating your marketing? Yes.
Is there a country called EMEAR? Has anyone ever said they live or work in EMEAR? Does everyone that lives in France have the same habits, preferences and challenges as people that live in Germany? Of course not. So why do so many B2B marketers treat EMEAR as if it is all one homogeneous zone? […]
B2B Audiences, B2B Campaigns, B2B Marketing in manufacturing, B2B Marketing in Technology, B2B Strategy
What are the lessons for B2B marketers trying to create a new market for their product? Lessons from the BSRIA briefing on Air Quality.
After attending BSRIA’s Briefing on Air Quality, I wanted to share the lessons I observed for marketers taking products to market in Indoor Air Quality (IAQ) which apply to anyone bringing a product to a niche market. From HVAC to building services, many Velo clients — including BSRIA — are active in this space. And […]
ABM, AI & MarTech for B2B, B2B Campaigns
Navigating the Evolution of ABM in B2B Marketing: Insights from the Global ABM Conference 2023
It’s been two weeks since I joined 500+ fellow marketing leaders at B2B Marketing’s Global Account-Based Marketing (ABM) Conference, and it’s taken me this long to write up my key takeaways as there was so much rich knowledge, so many valuable insights, and such engaging expert speakers – my brain is still buzzing at everything […]
How should you budget for the right balance for brand and sales activation campaigns when targeting a niche?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more – and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Search, SEO & GEO
What are the key takeaways for B2B marketers from Brighton SEO 2023?
It has been a month since the Brighton SEO conference which was nothing short of exciting! The great variety of insightful and knowledgeable sessions left us buzzing with ideas. It was great to stay up to date with the latest advances in search marketing and hear from thought leaders from various industries sharing their views […]
What do B2B marketers need to know from Technology for Marketing 2023?
After attending the Technology for Marketing expo at ExCel London over the last couple of days, we walked away with so many great ideas on the present and future state of B2B marketing. Here are our top 8 things that stood out to us from the day that we look forward to applying to our […]
AI & MarTech for B2B, B2B Marketing Agency Selection
How is Velo approaching AI? We’re proceeding with caution, and so should you!
Change is afoot, but not for the first time. History repeats itself. AI isn’t the first shift that’s forced agencies, media and marketers to adapt. For instance, during the 80s, the introduction of computers and accessible software reinvented desktop publishing and photo editing. It replaced manually laying out paper and photos on a desktop and […]
AI & MarTech for B2B, B2B Campaigns
Should B2B marketers be using Threads (instead of X) when targeting a niche?
It has been an eventful couple of months for the social media marketplace. We saw Meta launching Threads to rival Twitter (or should we say X?) and how it went on to have more than 100 million sign-ups in a matter of days, shortly followed by Twitter changing its name to X – even dropping […]
How should marketers that target a niche adapt to Generation Z’s growing influence on B2B Buying?
Generation Z has not only entered the B2B workforce but is also shaping the landscape of B2B buying. It is essential that B2B marketers targeting niche markets, understand and adapt to the preferences and behaviours of this new generation. They’re here, and they’re making decisions that affect your marketing success. This article explores the habits […]
AI & MarTech for B2B, B2B Campaigns
Are Digital Out of Home (DOOH) platforms suitable for reaching niche B2B audiences yet?
Out-of-home advertising, or OOH, refers to any type of ads and marketing materials that are displayed outside of the consumer’s home, such as on billboards, buses, posters, airports, taxis, and street furniture. Traditionally, OOH advertising was not a viable option for B2B marketers targeting a niche audience, due to the high cost, low measurability, […]
AI & MarTech for B2B, B2B Content, B2B Creative
The Apple Vision Pro: the calm before the storm?
Ah, the Apple Vision Pro… remember when it took the tech world by storm, making a splash so big that even your mum knew about it? Now it’s like the gadget has turned into Nemo and disappeared, sinking beneath the waves of our shared consciousness. You know what they say, ‘still waters run deep,’ but […]
B2B Marketing Leadership, B2B Strategy
What are the key metrics you should track as a B2B marketer targeting a niche to be able to justify increasing your budget?
It is important to plan your campaigns and measure their effectiveness carefully. But with so many metrics to choose from, it can be challenging to determine which ones are most relevant to your specific campaign goals. Whether you are focused on building brand awareness, generating demand, or enabling sales, the metrics you need may […]
Why should B2B marketers that target a niche consider Piwik Pro as an alternative to GA4?
As the deadline for the transition of the Universal Analytics (UA) to GA4 draws near, the web analytics field is embracing itself for quite a turbulent period, with increasingly tighter privacy regulations, changes in the Google Analytics dashboard and the need for increasingly better business insights. The recent changes in GA4 have fundamentally changed […]
ABM, B2B Campaigns, B2B Research
How do you build your list of prospective niche B2B companies for an ABM campaign?
When it comes to targeting a B2B niche with an account-based marketing (ABM) strategy, building an effective target prospect list is crucial. There are numerous methods available, including leveraging technology, utilising data sources, and of course, the age-old desk research route. However, it is essential to supplement these approaches by consulting with appropriate stakeholders […]
B2B Campaigns, B2B Research, B2B Strategy
What marketing KPIs should you be tracking when targeting a B2B niche in your campaigns?
When planning KPIs for your marketing operation, ensuring that they align with your overall business goals is essential. This means selecting KPIs that will help you measure your marketing efforts’ success in terms of driving revenue and business growth. While revenue related KPIs are a common starting point, it’s also important to have the […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
Building an ESG communication strategy for your business?
The urgency around net zero is growing. Companies have an important part to play and are often one of the largest sources of emissions. Many are taking action. All are under pressure to take action. Many large global companies are leading the charge by publishing ESG reports, some voluntarily and others to comply with […]
B2B Branding, Customer Experience
Why do B2B marketers need to go much deeper to understand their customers? Making the case for expanded Buyer Personas.
Answering this question is where Velo, and any self respecting marketing professional should, start with all clients. When was the last time you read a blog, an article, a social media post, watched a video or listened to a podcast and thought – wow that really spoke to me? It wasn’t just a case […]
B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, Customer Experience
How can you increase the number of your B2B case studies that get signed off?
As a B2B marketer, one of your key goals is to use thoughtful storytelling to create success stories that demonstrate your product or service’s power. Particularly for B2B marketers in the technology and professional services sector, success stories are key as a sales enablement tool. They are also essential for reinforcing credentials within the […]
B2B Marketing Agency Selection
Velo recognised in Campaign Magazine’s Best Places to Work
It is particularly pleasing to be recognised in Campaign’s Best Places to Work awards in April 2023. This is a major achievement for Velo as this award considers everyone in Adland. Fellow winners include media companies like Channel 4, massive advertising groups like Havas, technology platforms like Stackadapt and Taboola and industry associations such […]
ABM, B2B Advocacy, B2B Content
What makes a great title and executive summary for a B2B case study?
It is a balance – good case study copy on your site is packed with SEO optimisation to make it discoverable, but without compromising the fact that a human is reading it, so it must be compelling. A copywriting tightrope… Good B2B marketers write case studies for readers, not robots. Your headline needs to […]
What should you think about when building your B2B marketing strategy to target a niche?
B2B marketers who take a niche brand in a niche market are a rare breed. Quite simply, it is hard and demands one of the purest forms of marketing. With small audiences, each interaction and every message counts. You simply don’t have the gift of huge numbers to learn slowly. You need to plan, learn and […]
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