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
Same old B2B events? How to stand out.
At Velo, we’re big believers in B2B events – but only when they’re done well. When done badly, they’re a costly sponge. A glossy presence that eats up time, budget and goodwill. But when done well? They can do more than generate leads. They can fuel brand awareness, support ABM, enable sales conversations, and set […]
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 events have become a crucial part of B2B content marketing strategy
The history of events in the B2B sphere throughout the last three years has been something of a journey. Confined to strictly online affairs following the COVID-19 pandemic, businesses adjusted to new technology platforms to bring the physical to the virtual, all whilst retaining engagement and interest. Online events quickly rose in popularity, and not […]
B2B Events, Customer Experience
Essential considerations when designing an effective B2B marketing exhibition stand and experience
Two powerful psychological forces mean that the trade exhibition sector will inevitably come back strong. Firstly, human beings need to connect. And secondly, we seek experiences. From an exhibitor’s perspective, it is natural to want to create the most eye-catching exhibition stand designs to help maximise attraction and return on investment at a trade show. […]
Why an experiential event should be part of your thinking as a B2B marketer in 2022
We’ve all heard how events need to be more experiential, but let’s dive down into the reason why they are such an effective sales and marketing tool to achieve your critical marketing objectives. 1. Build customer relationships Nothing is more effective for a business than strong customer relationships. Creating a connection, a shared conversation, […]
How to use events to create and drive a progressive staff wellbeing strategy
Nothing is as valuable to your business as your employees. They are your greatest asset, so doing something just for them, and to enhance their wellbeing, is a top priority for business success, bringing with it multiple rewards for all involved. Up to this point, as a business, our employee wellbeing has taken a less […]
B2B Events, Customer Experience
Post-COVID, B2B Events Are Back But Not As We Knew Them
It has been incredibly difficult for event organisers since Covid began. Attendees are reluctant to travel, exhibitors unwilling to commit to floor space in advance, starving exhibition organisers from the cash needed to market their events and sponsors nervous of investing marketing budget when uncertainties around attendance exist. In addition, and this is particularly in […]
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