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 Audiences, B2B Branding, B2B Campaigns, B2B Content, B2B marketing in Technology
How Tech Marketers should prepare for 2026
Most B2B tech marketers are optimising for the wrong outcome. They’re chasing reach, perfecting attribution models, and testing endless variations of the same campaign. But when a prospect is ready to shortlist, when a customer is asked for a recommendation, when a board member needs a supplier, your brand either comes to mind, or it […]
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 […]
B2B Research, B2B Search, SEO & GEO
B2B marketing without third-party cookies: three steps to stay smart, sharp and compliant
Third-party cookies were never flashy. But for years, they quietly powered B2B marketing: enabling retargeting, fuelling behavioural targeting, and feeding reports with data we trusted (perhaps more than we should have). It meant we could re-reach visitors to our sites on other websites even if we did not know who they are. These cookies weren’t […]
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 is Google AI Mode, and what could it mean for B2B marketing?
On 29th July 2025, Google began rolling out its most significant search change in a decade: AI Mode. It’s a conversational, generative layer that sits within Google Search, answering your questions directly using Gemini 2.5. Think structured overviews, not blue links. Chat-style clarity, not scroll-and-compare. This isn’t just a UX update. It’s the start of a […]
Is Discord an appropriate platform for B2B marketing?
Discord, the platform that once catered exclusively to gamers, has evolved into a versatile hub supporting diverse communities. For B2B digital marketers, this transformation presents both exciting opportunities and unique challenges. Let’s explore Discord’s potential for business use, its audience demographics, advertising options, and suitable applications for B2B companies. TLDR – While intriguing, Discord currently […]
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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