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
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 maximise revenue and create demand
In 2025, for technology, professional services and manufacturing businesses, growth will come from striking a balance between acquisition, retention, and innovation. Whether you’re launching new products, entering new markets, or activating channel partners, this guide will help you create integrated campaigns that deliver measurable impact. As a B2B marketing agency specialising in these sectors, […]
The B2B Marketer’s Guide to 2025: Trends for how to earn customer trust and loyalty
Next up in the series is trust and loyalty. These aren’t earned overnight. They’re built by consistently delivering value at every stage of the customer lifecycle – and doing it to high quality, every time. Looking through the lens of marketers in the technology, professional services and manufacturing sectors, we break this into three […]
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 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 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 […]
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 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 […]
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 […]
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