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 in Professional Services
Are you being specified? A briefing for manufacturers to become a mandated choice.
Being specified by a consultant positions a manufacturer’s products as preferred solutions within projects, effectively endorsing the product’s quality, compliance, and suitability. Increasingly, greener products with less environmental impact are also being specified. This endorsement can provide significant leverage, as the consultant’s recommendations often influence other decision-makers, such as project managers and architects, throughout […]
B2B Marketing Agency Selection, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology
Why use a pitch when selecting an agency? It puts too much pressure on a client’s brief.
When looking for a new agency, common practice is to invite selected agencies to generate initial ideas, explain their approach, and share relevant experience around the problem you’re seeking to solve. Typically, most pitches involve an initial brief. This brief is crucial for the agency, as it provides the basis for deciding whether to participate […]
B2B Marketing in Professional Services
How to create a high impact corporate sales deck
Presentations are key for sales teams. The difference between a good and bad presentation is made up of many factors: 1. Take the reader on a journey A good sales deck has a flow and a talk track that moves from today’s situation through to a better world by working with your company. We […]
B2B Marketing Agency Selection
How should B2B marketers select a new agency that targets a niche? A comparison scorecard
When you’re considering appointing an agency, a bit of preplanning will make it much easier to select the right partner. For B2B marketers who target a niche, this is a harder process than it looks. Similar case studies are hard to find or rarely celebrated (when was the last time you saw a true niche […]
B2B Direct Mail is back. Did it ever go away?
“But is anyone in the office anymore?” This has been the standard objection to using direct mail over recent years. Mandated RTO policies are here. We know this as, in many places, it is causing conflict between management and employees. However, it feels like a one-way road, with some, like Publicis, going as far […]
B2B Marketing Agency Selection, B2B Sales Enablement
Why is it called “winning” a new client when a good client-agency relationship is a partnership?
The vocab is just wrong. If someone wins, someone else loses. To apply this vocab to starting a new business partnership exemplifies how the pitch process is broken. Most clients talk about appointing a new agency. Never winning a new agency. Why? In day-to-day life, you rarely speak this way. You don’t “win” a new member of […]
B2B brands: How to build trust and grow market share
Ever thought about what keeps your customers sticking around? Here’s a clue: it’s not just your product/service. According to Forrester, the average B2B customer retention rate is 78%, which means, in just four years, half your customer base might be gone. Let that sink in for a second. So, how do you stop that […]
B2B Campaigns, B2B Content, B2B Creative, B2B Video
What makes a great social video?
Of all the tools in a B2B marketer’s arsenal, a well-executed video can be your most effective when marketing over social media. It boosts brand awareness, piques the interest of even the most jaded of scrollers, gives you more opportunities to get your message across, and can directly drive conversions. Video ads have an undeniable […]
What are the marketing secrets of B2B category leaders?
Over the years, there have been several studies on effective B2B marketing. Many use empirical data to observe the impact of certain activities focusing on growth. This article provides a summary of five of the most pertinent principles for ambitious category leaders looking to lead in their niche, providing a canvas on which you can […]
B2B Content, B2B Creative, B2B Marketing in Technology
What makes a creative B2B ad?
This article was prompted by a LinkedIn study into Drivers of B2B Ad Effectiveness. Using empirical data, it investigates what makes compelling B2B ads on LinkedIn. Of course, it has an agenda. Of course, LinkedIn is not the only channel used in B2B marketing. Of course, it has some flaws. But, it does have […]
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