According to the story, the cobbler's children went around with no shoes. This frequently happens in business. If you have ever worked on building a new system for an IT company or an ad campaign for an ad agency, you will know what I mean.

And so it was that, when B2B Marketing, the leading publisher in the UK business marketing sector, decided to rebrand itself, it wanted to do it right. With an expert audience to impress, it wanted to follow best-practice and relaunch itself with a new brand and a new website that would win the respect of thousands of customers who do B2B branding and website builds for a living.

Having worked with B2B Marketing since they began in 2004, Base One was offered the job of managing the rebranding project - a challenge we were delighted to accept. That was last year. Now, two weeks after the launch of the new brand, we can breathe a sigh of relief, look back on a job well done and share some of the learnings in our case study whitepaper: New Brand, New Website: The B2B Marketing Case Study.

If you are embarking on digital branding exercises, or building a new website - or if you would simply like the inside story on the industry's favourite publisher - download it here now.

It's pretty much accepted these days that social media is a channel that B2B marketers cannot afford to ignore. Business buyers are using social media more and more often to gather information, so B2B brands need to be out there telling the world exactly what they can do.

But, of course, it isn't that easy. Or rather, it isn't that easy if you want to do it effectively. And one of the most important steps is to plot out the social media landscape for your target audience. Where are they going? Which websites do they get information from? What do they do when they're there? In short, one of the first things that you need to do - before you worry about whether you are going to run YouTube video interviews or a series of whitepapers - is to find out who are the key influencers in your marketplace.

If you can convince those key individuals that you have something worth talking about, it will give your social media presence an instant lift.

But first of all you have to find out who they are - here are a few simple tips for identifying the "go to" people in your corner of the social media world.