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 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 […]
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 […]
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 Branding, Customer Experience
How to create a B2B podcast series – and why you should
The article is about the why, what, how and where of creating a B2B podcast. Using our experience of producing Creative Covenant’s Marketing for Cybersecurity series, we are sharing our specific tips and learnings for making podcasts an essential component of your wider marketing strategy. Podcasts are huge – and ubiquitousLet’s start with some stats: […]
B2B Branding, Customer Experience
Social media sharing is about the who, not the what: An advocate marketer’s perspective
Against the backdrop of the new Sage Boss-It campaign and the success of the supporting TikTok campaign which was one of the first B2B uses of this channel, we’re seeing customers of B2B brands are playing a huge part in marketing and amplifying the company’s message in volumes never seen before. This campaign shows it […]
How to successfully prep your interviewees for video customer testimonials
Let’s face it, being interviewed in any capacity is not the most natural thing in the world to endure. Throw a camera into the mix….. and well, ‘rabbit’ and ‘headlights’ is the most likely outcome for your interview subject. But with video customer success stories and case studies becoming a key marketing tool in the […]
What Impact Can Good Customer Success Stories Have?
Despite the undisputed power of personal recommendations, influencers and word of mouth, in a B2B world, case studies and customer success stories are still lacking. Nothing is more powerful than your own customers waxing lyrical about your product or service. Customer stories not only boost your credibility, but they also differentiate you from the competition. […]
Preparing Successfully for a B2B Customer Success Video shoot
One of the most effective ways of delivering customer stories is through video. Customer opinions, experiences and results are delivered best and most authentically by them. But it’s not just you that gets something out of it. Those who feature boost their personal and wider company brand. They get recognition and exposure through quality marketing […]
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