Jan 25 - Niche and proud in B2B

This is our regular 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 around branding, CX, revenue generation and operating a high-performing marketing team. Starting life as an internal resource for the Velo team, now, anyone is welcome to subscribe!

In this edition, we're following the trend (so you don't have to), profiling specifiers for manufacturers, providing guidance on updating Corporate Presentations and asking B2B marketers in the built environment to save our world. An eclectic mix, as always.

Trends are trendy

So, Lottie O'Donoghue has fired up her long, prompt-engineering fingers to review more trend reports than anyone should have to read. In a show of using AI to provide insight rather than "just a sea of crap," she reports back on what will matter for B2B marketers in 2025.

214 trend reports distilled for B2B marketers targeting a niche in the Technology, Professional Services and Manufacturing industries.

She covers revenue generation, branding and customer loyalty – plus, not forgetting how to make the team perform. And she was done before lunch, too.

Did someone say a sea of AI-generated crap?

Yes, Paul Crabtree did. And, he is asking B2B marketers not to be seduced by being able to increase the volumes or variants of communications produced by AI and remember the power of quality.

Data-driven marketing makes sense on paper, but don't sacrifice creativity that cuts through. When targeting a niche global audience smaller than a Division One football crowd, playing it safe isn’t an option – you’ll be drowned out by AI-generated noise.

Working in manufacturing? We won't need to specify the importance of the specifier

Helena Phillips has profiled the Specifier, the hidden role behind PSL formation and industry standards. Or, in short, the key to long-lasting revenue for manufacturers – particularly in health and safety. She shares how to reach and influence them.

New year, new you? No. Not us either.

We didn't get a new identity for Christmas, but we wanted our corporate presentation to shine and show us in our best light. So, we overhauled our own – plus that of several professional services clients. We are sharing guidance on structure and design to make yours as hard-hitting as PowerPoint can ever be.

B2B Marketers will save the world. One building at a time.

A call to arms for those working in HVAC, fire safety, security, facilities management, workplace access, energy management and more. With buildings being responsible for 35% of UK energy use and 20% of carbon dioxide emissions, Paul Crabtree makes the case that you are under pressure to deliver successful product launches like never before. These are the innovations that will take this country towards net zero. B2B marketers need to save the world!

In other news

Starting with two case studies, including EY proving how emotional messaging has a home in B2B and Cap Gemini who continue to use sponsorship in smart ways. ?

Alongside this, two studies caught our eye: Edelman’s latest Trust Barometer reflects how the general population are holding on to feelings more akin to grievance. It shows how the importance of strong CX as well as social proof in net new business campaigns. Trust is harder to win than ever before.? On the same subject, Gartner has published an excellent piece explaining the difference between reputation and brand as well as thinking about messaging that appeals to humans, not businesses – Business to human is the catchy phrase.

The second is by 贝恩公司 who explore Agentic AI, posing and answering the question of whether it will kill off SaaS as we know it.?A brave statement and, in short, the author does not commit either way, but the arguments are insightful on their own.

CSR continues to be an important consideration in brand reputation. With threats of greenwashing ringing in many marketers’ ears, PWC has published a study on how well the FTSE 100 are tackling and communicating their programs. Spoiler alert: there is room for improvement. But, within the study, there are some excellent examples to learn from. For those B2B marketers trying to explain the importance of CSR to their Board, this data should help.

A study by Dentsu on B2B Buying behaviour is a must-read for manufacturing, technology and professional services marketers.?We all know that marketing is becoming more difficult with more stakeholders, longer buying cycles and larger buying units, but this study confirms it with some useful primary data.?It reinforces a pattern in how LinkedIn performance is beginning to fade slightly, meaning B2B marketers need more than one channel in their armoury.

Finally, looking in depth at research in our specialist sectors, Made UK has released their analysis of prospects for manufacturers showing a sense of optimism against industry changes – including supply chain disruption, rising costs and innovation through AI.

For those marketers operating in technology, a new study concludes that trade media and thought leadership are the most effective channels for influencing decision-makers. Good to see that amongst all the changes in the marketing industry, some techniques that have been around for years continue to endure.

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