How do younger B2B buyers act differently to older B2B buyers?
MARCH 5, 2015
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
Buyersphere 2015 has arrived!
JANUARY 21, 2015
The Buyersphere Report has become established as one of the most eagerly awaited annual research projects in the B2B space. The reason is simple. It doesn’t tell you what marketers think: it tells you what buyers do. And the latest Report is out now
What boiled cabbage can teach us about effective content marketing
AUGUST 15, 2014
When I was young, my mother would employ various tricks to make her children eat healthily. And funnily enough, I think we content marketers could learn from her experience
How B2B made sense of Content Marketing for me
MAY 30, 2014
A blog by Richard Gordon on how B2B makes sense for him with content marketing
To guest blog or not to guest blog?
JULY 9, 2014
Is guest blogging and SEO still a match made in heaven
Google Hummingbird - Is your B2B website ready to hum?
NOVEMBER 10, 2013
Hummingbird is a complete change to Google’s algorithm which is the formula it uses to work out what users are searching for. The new engine knows the ‘keywords’ and apparently understands the intent behind the search terms. Is your B2B website ready for t
Battle of the Conferences: Silverpop v Eloqua.
AUGUST 20, 2013
A week apart from each other, the two big marketing automation players have been battling it out in customer and partner conferences – Silverpop Amplify and Eloqua Experience Europe 2013. I’ve gone, I’ve seen and I’ve observed and thought it might be interesting to compare how they went. Most of us know their products and how they compare. Here we go…
The Good and the Bad of Video Marketing
SEPTEMBER 25, 2013
I've seen two marketing videos in the last week or two and, to me, they represent the two extremes of the effectiveness of the art. Let me make it clear that I don't wish to unduly condemn or praise the brand behind them, but simply comment on the use of video and how I see one as superb, the other as disappointing. Anyway, here they are
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
How to Brand a City
AUGUST 10, 2016
I couldn’t help but think of an impending project of mine involving rebranding a city. And while the project proposal was well on the way at this point and I was very pleased with the results, it made me reconsider what makes for successful city branding
A brave new world of customer engagement
OCTOBER 18, 2013
Why it is wise to learn about new and innovative marketing techniques being applied in industries outside of your own
Base One sponsors TEDx Teddington
OCTOBER 30, 2013
Base One is once again proud to be headline sponsor of TEDx Teddington on November 8th, now in its third year
INFOGRAPHIC: Content Fracking – how to tap into rich new seams of content
JUNE 17, 2014
Ever wondered what content treasures might be lurking deep underground within your organisation? Content marketers are realising that they need to dig deeper in order to unearth the best content – but how do you do it
User testing the world
MARCH 3, 2014
Our new remote testing set up lets us run user testing programmes across the globe from the comfort of our own offices
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.
The 2013 Buyersphere Report: the industry’s favourite exposé of B2B buyer behaviour
SEPTEMBER 5, 2013
Now in its 4th year, the Buyersphere Report has become established as one of the most eagerly awaited and enlightening annual research projects in the B2B space. So we’re delighted to give you a chance to download the full 2013 Buyersphere Report now
Why most content about content marketing is a waste of time
FEBRUARY 6, 2015
If content marketing is a stick, most marketers seem to have the wrong end of it
Thorne Travel Video: When Is A Spoof Not A Spoof?
OCTOBER 13, 2014
Recent online discussions over the video produced for Scottish travel agents Thorne Travel got me thinking. Not about which travel agent to use, but what really constitutes a spoof video? It was fascinating to see people react in three different ways
The need for differentiation: and why the customer is sometimes wrong
FEBRUARY 12, 2015
On the counter at Munson''s coffee shop, in amongst the pastries, the pannetone boxes and the pots of apple and ginger porridge there is a sign that reminds you how customer service should be
Is it too easy to be creative?
FEBRUARY 19, 2015
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
What’s your logo worth?
JANUARY 19, 2015
A logo is a symbol used to represent your company, so that your products or communications are quickly recognisable as being yours
B2B and Customer Experience
JUNE 17, 2016
Customer experience (CX) has always played a major role in B2C marketing; so why is it that in a B2B scenario, CX is only now taking centre stage, and what are the implications for businesses
Creating a Good Pitch
MAY 20, 2016
What makes a good pitch? Having been in this business for more than 20 years I can safely say that, as with so many things in the universe of marketing and design, there is no one recipe to guarantee perfect results
Staffing and Launching Your Content Marketing Program
Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.
Brand engagement: are you ready to tie the knot?
DECEMBER 2, 2013
How do you engage the hearts and minds of customers & how do you sustain the interest and trust you''ve built? Commitment, a long-term approach and an enriching & positive experience is the key
The Best Ad Idea Ever
SEPTEMBER 26, 2014
That''s a big statement. So many to choose from. But I''m pretty sure you will admit this example is as brilliant now as it was 20 years ago
Have we reached the tipping point for B2B social media?
JUNE 22, 2015
Every year we ask the question. And there is now evidence to believe that B2B social media has reached a tipping point. But now more than ever, we need to exercise caution
What do you need to create a good B2B marketing campaign?
JULY 21, 2016
There are also some important differences and basic principles that as marketeers we need to recognise and understand if we are to ensure that our B2B customers are getting true value for their advertising pound
Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process
JULY 29, 2013
Why do B2B buyers decide to buy? The question every marketer wants to ask is answered by Part 1 of the Buyersphere Report. If there is a golden moment for B2B marketers, it is the very outset of the buying process. When the blue touchpaper is first lit, and buyers finally decide that they have to buy… At this point the buyer is hungry for information. Open to ideas. Susceptible, even vulnerable. So we thought that part of Base One’s annual Buyersphere Research into the attitudes of B2B buyers should cover this fascinating stage in proceedings. Download Report here.
What comes first, design or content?
OCTOBER 8, 2013
We believe it''s time to move to a new way of designing websites (though this involves issues that may take time for clients to re-adjust to). It''s a simple , but profound change
What Makes a Brand Great?
JUNE 6, 2016
There is a big difference between a great product and a great brand. Let me explain
What businesses can learn from hipsters
MARCH 25, 2015
How one man’s battle with the “hipster” label serves as a lesson for brands
Content Marketing Playbook: Strategy and Roadmap
Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.
Did You Have A Nice Christmas? (And Why 2014 Is The Year That Brands Have To Humanise)
JANUARY 3, 2014
As we return to the grindstone in 2014, we should remember that there is a key business lesson to learn from the festive period. It''s one that the smart brands know all about. But in amongst all the tinsel, telly and turkey, did you learn anything
Three Signs your Brand Needs a Facelift
DECEMBER 10, 2014
Your brand is every single thing you do and say that influences how people perceive you, so it absolutely needs to be at the centre of your business
What have we learned from the B2B Social Media Debate?
NOVEMBER 5, 2013
The publication of the 2013 Buyersphere Report has rekindled the debate over the value of social media in B2B - read an overview of opinion posted online
Why it’s time for online engagement metrics to grow up - Gangnam Style
DECEMBER 4, 2014
YouTube has announced that it has revised its ''hit counter'' so it can continue to provide statistics that are already in the billions. But this is the clearest example yet that online measurement is still based in the last decade
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.