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 Marketing in Professional Services
Does your customer advocacy programme really pay back?
Customer advocacy shapes commercial performance in ways few other initiatives can. Get it right and you strengthen win rates, reduce acquisition cost and protect lifetime value. Get it wrong and margin quickly starts to slip. Buying and renewal decisions are no longer made on spreadsheets alone. They’re influenced by first-hand experience and credible proof of […]
B2B Campaigns, B2B Content, B2B Creative, B2B Marketing in Professional Services
What my favourite romantic movies taught me about B2B marketing
(Apparently, all starring one of two Julias – must be my ‘type’!) Romantic films endure for a reason. They understand people – their insecurities, quirks, and moments of connection. Strip away the meet-cutes and soundtracks, and you’re left with something B2B marketing still struggles to get right: how relationships actually work. Valentine’s Day got me thinking… are […]
B2B Advocacy, B2B Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B Marketing in Professional Services
How Professional Services Marketers should start 2026
There is a hard truth. Nobody wakes up excited to hire a facilities management company. No finance director celebrates finding a new insurance broker. Building services, business services, B2B insurance – these aren’t impulse purchases. They’re considered decisions about who you’re going to trust with something important: your operations, your risk, your reputation. And when […]
Christmas comes once every year. In B2B, so does the January scramble – spend December getting ahead.
Here’s the thing: you’ve got a budget sitting there. Money that vanishes towards the end of a quarter. We’ve wrapped up a set of small, strategic projects that you can sign off on today, ensuring your Q1 is calmer, sharper, and more successful with minimal work from you. Think of them as a gift to […]
B2B Advocacy, B2B Audiences, B2B Research
Customer recommendation is the main metric that matters in B2B marketing.
In B2B, there’s one signal that matters. Not your CTR. Not your MQL count. Not even your pipeline size. Just one thing – would your customer recommend you without being asked? If it’s no, the rest of the metrics don’t matter. You’ll have issues with retention and repeat business. Recommendation is the real signal of […]
AI & MarTech for B2B, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO
How easy is it to influence how you appear within AI search models, and how can you monitor it?
Google might still be the Goliath of search, clocking over 8.3 billion visits a month, while ChatGPT attracts a (comparatively modest) 1.8 billion+. But let’s be honest, what’s more revealing is the rate at which this gap is closing. The real picture is even closer when you add in Claude, Perplexity and other AI tools […]
Why accessibility should shape your brand colours
In B2B, “the colours need to look nice” is not the whole brief. Colour has much heavy lifting to do. It projects brand meaning, and it needs to remain legible, consistent, and cohesive everywhere — and for everyone. From obligation to expectation Accessibility used to be a public-sector box-tick. Now, with the European Accessibility Act […]
B2B Campaigns, B2B Content, B2B Sales Enablement
What a good LinkedIn profile really looks like
In B2B, trust isn’t just nice to have, it’s everything. Deals are rarely won on rational arguments alone. They hinge on familiarity, credibility and chemistry. These aren’t soft skills, they’re decision-making signals. They’re how people decide whether they like you, trust you and want to work with you. The Edelman Trust Barometer shows that individuals […]
What sales enablement tools should you consider for your B2B Sales team?
Sales enablement tools are technology-based solutions built to increase the efficiency and effectiveness of sales teams. Most of our clients use a CRM tool such as Salesforce.com so we favour those that integrate. To determine the best tools, we advocate mapping the sales process and spending time with your team answering questions like: What […]
B2B sustainability creds without cliché is harder than it looks
Credential presentations used to be simple. You needed to show that you had: Relevant experience in working with similar companies or solving similar challenges Key people, especially if you provided professional services Capabilities that you differentiated via a unique theme, phased around an opinion or an approach Corporate information that provided reassurance around size, stability […]
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