Open Velocity

Marketing Strategy Consultancy. We accelerate technology-led companies making the future happen now.

[Bethan Vincent @BethanVincent]

Taste and preference are important marketing skills.

This means knowing what good looks like and also being able to articulate why something is good or bad, with the intended audience's preferences in mind.

Additionally, marketers must be able to provide clear guidance on how to enhance and refine outputs, regardless of whether they are directing human team members or AI.

Thanks so much to @Moz for letting me expand on my thoughts around the skills I think marketers will need to continue providing value as automation rips through every industry.

https://t.co/G7GcPB4Xja

[Open Velocity @openvelocity]

🌟Exciting news alert! Our very own @BethanVincent is part of the stellar lineup at #MozCon 2024 . With over 13 years of invaluable insight, Bethan is geared up to share expert tips on overcoming the challenges that marketers face today. Get ready for an enlightening session!

[Moz @Moz]

@amandatjordan @RicketyRoo @crestodina @orbiteers @AzeemDigital Say hello to @BethanVincent! 👋 Bethan is the founder and Managing Partner of @OpenVelocity, a leading marketing strategy consultancy. They’ve spent the last 13 years leading marketing departments and wrangling stakeholders in tech and e-commerce. #MozCon

[Bethan Vincent @BethanVincent]

Fantastic to see coverage of @openvelocity client @Optalysys' recent expansion in @ProlificNorth!

https://t.co/8usFsh7ag8

[Helen | Ink Gardener Copywriting @InkGardener]

So much good sense shared at Tech York's 'Marketing in Tech' event last week!

@BethanVincent of marketing strategists @openvelocity had loads of fixes for problems, inc:

💰 At the start, invest in building reputation: reviews, third-party proof...🧵

[Bethan Vincent @BethanVincent]

The funnel is dead. Or at least on its last legs...

For decades, established B2B marketing strategies hinged on a linear model, a progression where efforts were centred on gathering prospects at one end of a pipeline and carefully guiding them through a nurturing process to emerge as newly acquired customers at the opposite end.

The simplicity of the model makes it easy to like - input leading to clear output. However, this structured approach no longer mirrors the reality of a prospect's purchase journey (if it ever did).

Find out more about how your B2B marketing strategy should keep up with changing consumer preferences and behaviours in @openvelocity's very own Jon Paget's latest article for @SmartInsights.

https://t.co/ljBQjlB2OU

[Open Velocity @openvelocity]

Quick fixes might spike sales, but they're not a long-term strategy.

Just look at Woolworths where heavy discounting ignored changing customer preferences

For real, sustainable growth, it's all about understanding and addressing your real pain points

💡https://t.co/u6sBKBK2R0

[Bethan Vincent @BethanVincent]

NOBODY* wants to talk to sales....

The age of the self-serve customer is here. Buyers want to be empowered and informed, not dictated or sold to.

So what does this mean for B2B companies?

Read more in our latest report. Follow the link in the comments

* To find out basic information

[Diana Richardson @DianaRich013]

I knew it! Nice of @openvelocity & @BethanVincent say it 👇

"B2B & B2C – summarised by the desire for immediate access to relevant information and an ability to try it for themselves, often with little to no commitment. And no, they really don’t want to talk to a sales team."

[Bethan Vincent @BethanVincent]

@openvelocity hit a big milestone this morning - our new website is now live!

I built OV site 1.0 myself back in the depths of lockdown while I was still figuring out who we were, what we do and why anyone should consider working with us. It's amazing to finally have an online presence that reflects our true capabilities and ambitions.

If you have a moment to check it out, we'd love to know what you think. All and any feedback is very welcome.

https://t.co/KNhng7LjNZ

[Bethan Vincent @BethanVincent]

It's become clear that we're living in a time where trust is a premium that not all businesses possess.

Last year institutions from governments to banks, big brands and social media platforms faced a severe dip in trust, heightened by ongoing political turbulence, climbing prices and enduring issues like misinformation, data leaks, and greenwashing.

Navigating this trust-challenged terrain, Pinterest emerged with an edge due to its strong stance on Covid-19 misinformation, a move that fostered trust among its users - a contrasting tale to Facebook's string of scandals.

So what should your business be doing about the trust gap?

Find out in @openvelocity's latest article

https://t.co/u0ZQTZK9ep

[Bethan Vincent @BethanVincent]

A lot of agencies are struggling at the moment in a market where demand is falling and sales velocity can feel stand-still.

I conducted a piece of research a few years ago for an agency that was looking to find out more about the purchase criteria of their target customers. One quote from a CEO has always stuck with me:

“I just don’t know how to choose. Everyone promises the same thing, puts me through the same sales process and expects me to understand the same opaque acronyms. I don’t even know how to separate the good from the bad anymore. So I stick with in-house people - at least I have more control over them.”

The alternative often isn't your direct competitor - it's doing nothing.

While we can't brute force the market, we can improve how we define and communicate our value to customers to help them see why inertia isn't an option.

I outline how in this recent article that covers (almost) everything I know about agency and consultancy marketing.

https://t.co/0T2fQPmr55

[Open Velocity @openvelocity]

In a trust-depleted era, businesses must recalibrate their approach to info and transparency.

Trust can be a competitive edge, as shown by Pinterest's firm stand against Covid misinformation.

Curious about how your business can adapt? Find out more.

https://t.co/CdLngIf86J

[Bethan Vincent @BethanVincent]

On the way back from an incredible few days at @turingfest with the @openvelocity team!

[Bethan Vincent @BethanVincent]

Space is a huge opportunity for the UK economy.

In 2020/21, the UK space industry grew by 5.1%, exceeding the global space industry's 1.6% growth, (even as the UK economy fell by 7.6%...)

In the latest episode of The Brave Podcast I spoke to technology leader Phil Brunkard about where the commercial opportunities lie and some of the challenges we face in exploring them.

Listen now online or on your favourite podcast platform

🎧 https://t.co/8ONvOkJJ8Q

[Bethan Vincent @BethanVincent]

The reporting your marketing team gives you each month is about to change.

Universal Analytics (GA3) is retiring this July, paving the way for Google Analytics 4.

Find out what business leaders need to know in 30 minutes by joining Open Velocity's next webinar, featuring Daniel Wigley from Fabric Analytics.

👉 https://t.co/8S87NOiVFu

[Bethan Vincent @BethanVincent]

Change is the only constant in business and there's a big one on the marketing horizon that will affect almost everyone.

You *may* have heard that Google is sunsetting Universal Analytics to pave the way for GA4.

GA4 isn't just a new version of the same; it's a complete reinvention designed to provide businesses with deeper and more comprehensive data.

Our next webinar explores this change and how business leaders can leverage the transition to gather better insights and enhance decision-making.

👉 https://t.co/3dvU2nUBiQ

[Bethan Vincent @BethanVincent]

Feedback like this makes the tough days worthwhile. Well done team @openvelocity!

[Bethan Vincent @BethanVincent]

B2B buying habits are changing and B2B businesses need to adapt.

In @openvelocity's next webinar, we will be looking at what B2B organisations can learn from B2C brands.

We'll answer:

🔷 Why B2B buying habits have changed post-COVID and what does this mean for businesses?

🔷 Whether social media and thought leadership should be a part of your B2B marketing mix?

🔷 Which B2B companies are doing this well and what can we learn from them?

🔷 How can we cut through to reach buyers in an age of content overload?

🔷 How should we approach integrating brand building/top-of-funnel activities into an existing marketing mix?

Join us live on the 26th to find out more, or catch-up on-demand.

👉 https://t.co/ZbSFFphiZA

[Bethan Vincent @BethanVincent]

How should businesses prepare for what comes next on the web?

I asked @jonoalderson in the latest episode of The Brave Podcast!

From AI's role in shaping the web to the fragmentation of audiences, we uncover what it takes to win clicks and conversions in 2023 and beyond.

Listen now online or on your favourite podcast platform. 👇

https://t.co/VpyoSMDNok

[Bethan Vincent @BethanVincent]

Ever wondered how B2C strategies can supercharge your B2B brand? 💡

Join myself and Jon from @openvelocity alongside Kiri Craig from @OnebiteComms on May 26th for our next lunchtime webinar.

Prepare for a deep dive into generating demand, influencing long buying cycles and using thought leadership to drive growth.

We don't believe in hollow, generic advice. This will be jam-packed full of actionable, practical takeaways for you to implement in your business.

https://t.co/OrOAJrXWHO