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
AI & MarTech for B2B, B2B Campaigns
Are Digital Out of Home (DOOH) platforms suitable for reaching niche B2B audiences yet?
Out-of-home advertising, or OOH, refers to any type of ads and marketing materials that are displayed outside of the consumer’s home, such as on billboards, buses, posters, airports, taxis, and street furniture. Traditionally, OOH advertising was not a viable option for B2B marketers targeting a niche audience, due to the high cost, low measurability, […]
Why should B2B marketers that target a niche consider Piwik Pro as an alternative to GA4?
As the deadline for the transition of the Universal Analytics (UA) to GA4 draws near, the web analytics field is embracing itself for quite a turbulent period, with increasingly tighter privacy regulations, changes in the Google Analytics dashboard and the need for increasingly better business insights. The recent changes in GA4 have fundamentally changed […]
ABM, B2B Campaigns, B2B Research
How do you build your list of prospective niche B2B companies for an ABM campaign?
When it comes to targeting a B2B niche with an account-based marketing (ABM) strategy, building an effective target prospect list is crucial. There are numerous methods available, including leveraging technology, utilising data sources, and of course, the age-old desk research route. However, it is essential to supplement these approaches by consulting with appropriate stakeholders […]
B2B Campaigns, B2B Research, B2B Strategy
What marketing KPIs should you be tracking when targeting a B2B niche in your campaigns?
When planning KPIs for your marketing operation, ensuring that they align with your overall business goals is essential. This means selecting KPIs that will help you measure your marketing efforts’ success in terms of driving revenue and business growth. While revenue related KPIs are a common starting point, it’s also important to have the […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
Building an ESG communication strategy for your business?
The urgency around net zero is growing. Companies have an important part to play and are often one of the largest sources of emissions. Many are taking action. All are under pressure to take action. Many large global companies are leading the charge by publishing ESG reports, some voluntarily and others to comply with […]
B2B Branding, Customer Experience
Why do B2B marketers need to go much deeper to understand their customers? Making the case for expanded Buyer Personas.
Answering this question is where Velo, and any self respecting marketing professional should, start with all clients. When was the last time you read a blog, an article, a social media post, watched a video or listened to a podcast and thought – wow that really spoke to me? It wasn’t just a case […]
B2B Content, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology, Customer Experience
How can you increase the number of your B2B case studies that get signed off?
As a B2B marketer, one of your key goals is to use thoughtful storytelling to create success stories that demonstrate your product or service’s power. Particularly for B2B marketers in the technology and professional services sector, success stories are key as a sales enablement tool. They are also essential for reinforcing credentials within the […]
ABM, B2B Advocacy, B2B Content
What makes a great title and executive summary for a B2B case study?
It is a balance – good case study copy on your site is packed with SEO optimisation to make it discoverable, but without compromising the fact that a human is reading it, so it must be compelling. A copywriting tightrope… Good B2B marketers write case studies for readers, not robots. Your headline needs to […]
What should you think about when building your B2B marketing strategy to target a niche?
B2B marketers who take a niche brand in a niche market are a rare breed. Quite simply, it is hard and demands one of the purest forms of marketing. With small audiences, each interaction and every message counts. You simply don’t have the gift of huge numbers to learn slowly. You need to plan, learn and […]
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