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 Campaigns, B2B Content, B2B Creative
Defying perceptions: Why B2B brands need a little more Elphaba energy
We’re in full Wicked fever again, and while most people are debating Ariana and Cynthia’s weird relationship IRL or that Elphie & Fiyero scene, I keep spotting parallels with B2B marketing. Stay with me – I promise I’m onto something! Because under all the emerald sparkle is a truth every marketer knows too well: being brilliant doesn’t matter if your story isn’t being heard. There’s a […]
Christmas comes once every year. In B2B, so does the January scramble – spend December getting ahead.
Here’s the thing: you’ve got a budget sitting there. Money that vanishes towards the end of a quarter. We’ve wrapped up a set of small, strategic projects that you can sign off on today, ensuring your Q1 is calmer, sharper, and more successful with minimal work from you. Think of them as a gift to […]
ABM, B2B Branding, B2B Sales Enablement
What we learned about influencing LinkedIn’s algorithm with an unscientific test using SSI
TL:DR We ran a quick internal test to understand LinkedIn’s Social Selling Index (SSI) and what actually drives influence on the platform. Our goal? To find out whether it’s worth the effort for B2B marketers, especially in niche sectors to invest time into personal posting. The headline takeaway: yes, personal posts often outperform company ones, […]
B2B Branding, B2B Content, B2B Creative, B2B marketing in Technology
Is there a place for characters in B2B marketing?
Not quite a mascot. Not quite a metaphor. But definitely memorable. When we created U.ME for McGraw-Hill — a visual anchor for the next generation of doctors stepping into the world of work — we didn’t realise we’d started something. Then we used the same idea again, in early creative thinking for Bolt EU’s B2B […]
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 […]
B2B sustainability creds without cliché is harder than it looks
Credential presentations used to be simple. You needed to show that you had: Relevant experience in working with similar companies or solving similar challenges Key people, especially if you provided professional services Capabilities that you differentiated via a unique theme, phased around an opinion or an approach Corporate information that provided reassurance around size, stability […]
B2B Content, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology
Why is B2B content like preparing the perfect pancake?
Why Is B2B Content Like the Perfect Pancake? One of the most effective ways to create digital content that excites and engages is to align it with something you love. Not only does this keep your enthusiasm high, but it also makes your content more compelling for the reader. So, in the spirit of Pancake […]
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 […]
B2B marketing in Technology, B2B Search, SEO & GEO
What BrightonSEO Taught Us About AI-Powered Search and What It Means for SEO
– We attended the latest BrightonSEO event so you didn’t have to, and not only are we breaking down one of the topics that stood out as a key development to watch, but we’ve also done some extra homework on what B2B marketers targeting a niche actually need to know about it. Unsurprisingly, AI dominated […]
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