As B2B marketers, we're pretty good at segmenting by company size. The bigger the company, the bigger the budget, the bigger the requirement. It's pretty much about scale, right?
Base One blog - Interaction, Brand Marketing, Communications and more.
Thoughts on B2B Marketing and Beyond
How one man’s battle with the “hipster” label serves as a lesson for brands.
"Content marketing" is great, leading-edge, measurable and effective. "Advertising", on the other hand, is understood to be ineffective, unaccountable, and hopelessly out of date. The truth is we’ve been doing both for years and will continue to do so.
Older buyers are world-weary, politically incorrect and dismissive of social media. Younger buyers are excitable, naive and generally puppy-like. Maybe. But the Buyersphere 2015 Report gives us the facts...
The Buyersphere 2015 Report gave us some interesting insights into B2B buyer behaviour. Here's a chance to hear John Bottom, our Head of Demand Generation, explain what it means to marketers like us...
The Centre for Economics and Business Research has recently carried out a piece of research on flexible working, discussing the benefits the UK could stand to gain from a “work from anywhere” culture.
LinkedIn announced yesterday that it’s launching a new display advertising network. This isn’t just another ad network – it’s something that could, and most likely will, eventually have a massive impact on B2B online advertising.
Content marketing isn’t rock ‘n’ roll. But an American indie band called Parquet Courts has recently released a song called Content Nausea, which should be on the playlist of every content marketer.
Zandra Rhodes recently wrote an article questioning the effect of the digital revolution on creativity. Does the plethora of digital technology make it too easy for us to be creative and ‘wow’?
In space, they say, no one can hear you scream. It can feel a bit like that for content marketers too – projecting content into the vastness of the web can be like shouting into the void...