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 Branding, B2B marketing in Insurance, B2B marketing in Professional Services, B2B Research, B2B Strategy
Does brand matter when selling into a B2B niche?
Like Brexit-era Boris, there are two short answers here: yes, and no. But in B2B, short answers rarely get you far. No: Specification trumps story In industrial B2B – whether you’re selling sensors, safety signage or software – brand often takes a back seat. Buyers are responsible for production lines, compliance officers and procurement frameworks. […]
Why accessibility should shape your brand colours
In B2B, “the colours need to look nice” is not the whole brief. Colour has much heavy lifting to do. It projects brand meaning, and it needs to remain legible, consistent, and cohesive everywhere — and for everyone. From obligation to expectation Accessibility used to be a public-sector box-tick. Now, with the European Accessibility Act […]
Why so many new B2B start-ups struggle and what it tells us about the importance of brand strength in B2B.
Launching a B2B start-up can feel like pushing a boulder up a mountain. You’ve got a product. You’ve got a proposition. You’ve even got some budget. But the leads don’t come. The sales cycle drags. And doors refuse to open. What gives? Often the founders’ willingness to continue. Here’s the hard truth: most B2B start-ups […]
What to choose the Best B2B marketing agency for you?
A View from the Agency Side. Choosing the right B2B agency isn’t easy. You can craft a detailed brief—laying out your context, challenges, and aspirations. You can scour the internet for agencies that look the part, hoping to find case studies that give you confidence. But ultimately, it’s still a leap of faith. The real […]
The B2B Marketer’s Guide to 2025: Operate a high-performing Marketing function
Behind every successful marketing campaign is an efficient, effective team. That is the focus of this final article in the series: your team. It’s packed with practical tips to help you optimise your marketing operations, enabling your team to do more with less while maintaining quality excellence. It focuses on how to: Make content that […]
The B2B Marketer’s Guide to 2025: How to lead in my niche with a strong brand, high awareness, and market preference
It’s that time of year again: trend report season! Yes, we know everyone’s doing trend summaries, but it’s for good reason. We’ve taken 214 reports and distilled the key trends* for B2B marketers targeting a niche in the Technology, Professional Services and Manufacturing industries to bring you a mini-series with curated actionable insights across four […]
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 Creative, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology, B2B websites
B2B Web Design Trends for Technology, Professional Services, and Manufacturing Brands
As part of our drive to embrace AI (Artificial Intelligence), this article was generated to write up the discussions in our internal Sector Inspector deep-dive workshops. In these sessions, our team works together to investigate, explore and understand a specific challenge. Through it, we drive deeper agency-wide knowledge into our sectors. Modern B2B websites […]
B2B Content, B2B Search, SEO & GEO, Customer Experience
Parallax and SEO: A Guide to Balancing Visuals and Visibility in B2B marketing
In the digital ecosystem, websites usually become a balancing act for the art of design with the science of SEO. While web designers advocate for clean, visually striking websites that captivate and engage visitors – SEO experts continue to push for structures and content that pleases search engines, sometimes at the expense of design simplicity. […]
How long is it since you refreshed your B2B logo?
For many B2B brands, their logo is sacrosanct and has been part of the business since its inception. Sadly, logos become outdated and no longer fit for today’s world. They’re often the only part of a business that is the same as the day it was founded, and yet the one part that everyone sees […]
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