Partner downloads

A wealth of insight and advice drawn from our network of partner organisations covering every conceivable aspect of marketing. 

  • January 2015
    Meaningful marketing centers around the customer. Brands can no longer relegate communications to product-centric conversations. To engage with prospects and customers in a meaningful way, you must develop tactics to address and align messaging across all digital channels. To do this effectively you must have a content marketing strategy in place. As we think about the future, building a customer-obsessed culture comes down to overcoming three key challenges: truly knowing the customer; multichannel, always-on marketing and data driven accountability.
  • January 2015
    Now in its fifth year, the Buyersphere Report 2015 is a comprehensive survey into the behaviours and attitudes of the B2B buyer produced by Base One and B2B Marketing.
  • January 2015
    Demand generation is the strategies and tools marketing uses to identify prospects, nurture them, and turn them into leads. In today’s business environment - where buyers can access a seemingly unlimited amount of resources about your brand and industry - understanding prospect preferences and needs by capturing their online behavior has become a critical aspect of the demand professional’s job.
  • January 2015
    Webinars have become one of today’s most important and productive tools for lead generation, pipeline acceleration and the education of prospects. As more and more marketers rely on webinars to engage with their customers, competition for the time and attention of those customers intensifies. Today, simply hosting a webinar isn’t enough. Companies must deliver great webinars that really stand out.
  • January 2015
    Despite consistant industry growth over the last 10 years, CRM has never quite achieved its fundamental promise to improve the customer’s experience with the company. But then social media came along and suddenly conversations between the company and customer were spread to channels like Facebook, Twitter, and LinkedIn, where customers share unfiltered experiences that are amplified by their network. Companies have begun to meet customers on the social web, giving rise to social CRM.
  • January 2015
    Before the days of digital and social media, one of the main ways B2B brands delivered content was through the humble whitepaper. Traditionally, this took the form of report-based information and its purpose, not unlike modern day content marketing, was to educate and provoke discussion.Primarily used as an awareness or brand positioning tool, whitepapers were mostly leveraged at the top end of the sales funnel where prospects could only access them from a brand’s website after registering their details.
  • January 2015
    Marketers can sometimes struggle to convince senior, budget-holding colleagues about the powerful contributions investment in content can bring to the table. Securing sign-off, even for focused customer-facing content, can be difficult.Thankfully this is changing: content is now mainstream and its increasing measurability is helping too.
  • January 2015
    Social networking can be a valuable tool in the promotion and delivery of your webinars. As your social footprint grows, so does your ability to drive registration to your events, create a more engaging virtual experience and extend the reach of your content.
  • January 2015
    Some marketers do not understand the value of tracking anonymous site visitors. While marketers may strive to have website visitors fill out a whitepaper download form, or self-identify via the “contact me” button, the reality is that potential buyersare researching your company and products far in advance of their willingness to identify themselves. If you wait for prospects to self-identify before you start tracking their actions, you may find yourself trailing competitors who do track anonymous visitors.
  • January 2015
    Digital marketing has transformed how most organisations market today. At the core of successful marketing organisations is the concept of a “demand center” enabled by marketing automation—one that links marketing activity, and the customer buying and sales processes to analytics that close the loop between investment and results. Not surprisingly, savvy marketers are embracing the concept.