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 Content, B2B Research, Customer Experience
Is it time for recommendations to supersede pitches in the B2B buying process?
I admit it – I don’t like pitches. Agency pitches are highly common as a way of selecting a new partner, but they often bear little resemblance to what the real working relationship will be like. Many companies are forced to rely on pitches in lieu of another option. They’re bounced into evaluating options […]
B2B Branding, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, Customer Experience
Why should B2B Customer Advocacy Programs be more than just stories?
We know customer stories are powerful. Customer experiences engage, influence, educate, and entertain others like them far more than promotional content. In a world where more and more buyer research is conducted online, success stories are a valuable part of the B2B marketer’s tool kit, offering tangible authenticity to a company’s claims when developed […]
B2B Content, B2B marketing in Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, B2B Research
If you target a niche, should B2B influencers be part of your strategy?
When influencer marketing is mentioned, the mind moves to Instagram, YouTube or TikTok millionaires pumping out content every day that appeals to the masses. Luxury lifestyles, fast fashion, excited gamers in their bedrooms – none of these is akin to the reality of B2B marketing to a niche. Look a little further, particularly on […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology, B2B Research
An overview to ChatGPT and how it can help B2B marketers
CAVEAT: This article was published in Feb 2023 when ChatGPT was announced. The technology evolved rapidly. As a B2B marketing agency, we are always on the lookout for innovative and efficient ways to help our clients in the Professional Services, Technology, and Industrial sectors achieve their marketing goals. A recent survey conducted by Microsoft, where […]
B2B Content, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Technology
How to build a thought leadership strategy for a B2B niche audience
When marketing to a niche, you need to understand that niche. Is it clear how macroeconomics affect your audience? Do you get the value chain in the industry? What about who the decision-makers are, your customers’ pain points, and the challenges driving market demand? B2B businesses at the moment are obsessed with thought leadership. And they should […]
How does brand awareness in a B2B niche lead to growth?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more – and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a niche. […]
What does good thought leadership look like for companies targeting a niche?
The expression of thought leadership has been around since the late 19th century. Still, in the last ten years, this concept has been acknowledged for its practical and positive impact on people, branding and business. But what exactly is thought leadership? To start with, thought leadership can present itself in an array of different names […]
B2B Audiences, B2B Campaigns, B2B marketing in Insurance, B2B marketing in manufacturing, B2B marketing in Professional Services, B2B marketing in Technology, B2B Strategy
Why should you target the 95% of your audience that are not in the market?
Over the years, there have been many B2B marketing studies that changed the industry’s thinking. You’ll be familiar with their headline results but often keen to know more, and to review the original source. This series of articles provides an overview of the research and how they apply for B2B marketers targeting a niche. Not […]
B2B Audiences, B2B Research, B2B Strategy
The cost of living crisis: implications for B2B marketing
The implications for B2B marketers and B2B marketing of recessions and the cost of living crisis. There’s no doubt that the economy in the UK and Europe is in the grip of another challenging crunch right now. The Office of National Statistics reported the following in June 2022: Household Cost Indices (HCIs) saw similar inflation […]
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