August – Niche & Proud in B2B

This is our regular ICYMI round-up for B2B marketers who target niche audiences. We share thought leadership, announcements and research that matters – particularly for those working in the industrial, professional services or technology sectors.

Starting life as an internal resource for the Velo team, now, anyone is welcome to subscribe!

Latest from the Velo team

B2B Web Design Trends

Our Design manager, Sarah Rowntree , explores key B2B web design trends for 2024, focusing on the technology, professional services and manufacturing sectors. Exploring mobile-first design, AI-enhanced personalisation and visually immersive experiences, the article emphasises the importance of user-centric design, fast-loading pages and intuitive navigation in improving customer engagement and staying ahead in a competitive market.

Boosting B2B brand authority with content syndication

How can content syndication enhance B2B brand authority? Head of Brand Strategy, Lottie O'Donoghue , explores how distributing high-quality content across reputable third-party platforms can help brands reach broader audiences, improve search engine rankings and build credibility. The article highlights the strategic benefits of content syndication in driving brand recognition and establishing thought leadership, making it a crucial tactic for B2B marketers seeking to amplify their brand’s presence. Read the full article here.

How to leverage Google’s Search Generative Experience (SGE) in B2B marketing

SGE's focus on providing accurate, trustworthy information aligns with Google's broader emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T)

Google's Search Generative Experience (SGE) is set to transform search with AI-powered, conversational responses. Lottie O'Donoghue looks at how, for B2B marketers, SGE presents both challenges and opportunities – including a reduction in organic traffic but higher-quality visitors. Read how marketers can capitalise by focusing on high-quality, authoritative content optimised for conversational search, embracing multi-format content and leveraging first-party data, here.

In other news

Make sure you didn't miss:

New research

• Despite the economic uncertainty at the beginning of the year with higher interest rates and heavy regulatory scrutiny of deals, Bain's Midyear M&A Report 2024 reveals that the first half of 2024 saw steady M&A activity – particularly in the energy and technology sectors. The report emphasises the importance of flexibility and innovation as companies are increasingly focusing on deals that deliver both cost synergies and growth – not just one or the other. Read the full report here.

Sector spotlight

• Make UK has published its annual report of the UK manufacturing sector, including its estimated economic contribution of ￡183 billion and increased job creation. Other key trends include the strong export growth and increased investment in sustainable technologies, focusing on innovation and skills development to maintain competitiveness. It shows significant investment in manufacturing, with a focus on regional strengths and global trade. A vital role in the nation’s economic future.

B2B Creative

• The Drum highlights the impact of experiential marketing and its role in effectively building consumer trust. By creating immersive, tangible experiences, brands can connect with audiences in meaningful ways that digital channels often cannot achieve. The article emphasises the growing importance of experiential marketing in establishing authenticity, creating lasting impressions and strengthening brand-consumer relationships in an increasingly digital world.

Market benchmarking

• Following Gartner's report of marketing budgets being slashed by 15% from 2023 to 2024, despite 62% of CEOs prioritising growth, Mats Georgson, Ph.D. suggests the mismatch may indicate misalignment with marketing’s challenges. With reduced budgets, the focus shifts to maintaining brand visibility and differentiation rather than pursuing growth – especially as performance marketing struggles. Read Mats' recommendations around navigating this shift and staying ahead of the curve here.

MarTech

• Bain’s article on B2B software growth identifies three key factors for strong revenue growth: digital experimentation, advanced measurement techniques and in-house capabilities. Companies leading in revenue growth invest significantly more in digital marketing and AI experimentation, and they align their sales and marketing efforts tightly. The article highlights how adopting these practices can lead to higher productivity and stronger performance, with successful companies seeing up to 15% improvement in key metrics after implementing AI-driven strategies. Well worth a read here.

Until next time!

About Velo

Velo is a specialist B2B marketing agency that’s built on recommendation

Focusing on reaching niche audiences, we craft marketing to be proud of for clients in the technology, industrial, and professional services sectors.

By composing emotive brand comms, savvy integrated marketing campaigns, and powerful storytelling, we help our clients to be at the top of their game.

As an award-winning team of specialists like you, we thrive on finding new ways to rise to the challenge of B2B marketing to a niche audience, driving results we’re as proud of as you are.

To find out more, or for more articles, visit: www.velo-b2b.com