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 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 […]
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 Marketing in Technology, Customer Experience
Should you be thinking about the metaverse as a B2B marketer yet?
What opportunities does the metaverse present to B2B marketers? Every organisation is targeted at meeting their customer’s demands and needs. Specifically, in the B2B space, it is important for businesses to evolve how they engage and interact with their customers. The metaverse can have (and is having!) a huge impact on the ability of B2B […]
B2B Branding, B2B Marketing in Technology, Customer Experience
Is there a place for WhatsApp for Business in B2B marketing?
Marketing communication becomes more fragmented every year, with more tools and technologies emerging that are taking community and communications into private channels. The pandemic forced even the most security conscious B2B operations to recognise they needed to open up to using third party software to streamline their operations, and improve the customer experience. B2B companies […]
B2B Events, Customer Experience
Essential considerations when designing an effective B2B marketing exhibition stand and experience
Two powerful psychological forces mean that the trade exhibition sector will inevitably come back strong. Firstly, human beings need to connect. And secondly, we seek experiences. From an exhibitor’s perspective, it is natural to want to create the most eye-catching exhibition stand designs to help maximise attraction and return on investment at a trade show. […]
B2B Content, B2B Marketing in Professional Services, Customer Experience
How to design customer success stories that transform your professional services B2B marketing
A customer success story is an account to highlight the experience a customer has had with your product, the challenges they faced before, how the product has helped, and what degree of success they’ve since accomplished. Customer success stories are used by professional services marketers to reassure new customers that their solution and process of […]
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