BBC News recently announced the imminent down-sizing of the mobile device manufacturer Blackberry. In the news report, the failure of Blackberry’s latest generation of hand-sets to ‘catch on’ was cited as one of the main reasons for the corporation’s fading fortune.
You just don’t get it – so neither do I
30 September 2013
At the sharp end of many businesses is the sales team. Often the most performance related employees, to them time really is money. Those of us with lengthy experience in sales know only too well that feeling you get, when five minutes into the sales meeting set up by marketing or an external...
Connecting the disconnected
24 September 2013
Volume of ‘leads’ is good
Only qualified opportunities are good
Targeted on volume
Targeted on revenue and margin
18 September 2013
The medieval forerunner of chemistry, based on the supposed transformation of matter, esp. that of base metals into gold.
A process by which paradoxical results are achieved or incompatible elements combined with no obvious rational explanation.
The alchemists of the middle ages...
A Unique Proposition
12 September 2013
What makes your proposition to market unique? Seriously. What makes it truly unique?
Isn’t that what they all say?
How can you prove it?
It’s amazing how often we are approached to conduct a demand generation programme with a ‘unique’ proposition that we...
A Word or Two on the Subject of Data
06 September 2013
There is a very good reason why data providers exist and there is a very good reason why these data providers can command a good price for their data.
Now read on…
Most established businesses build their own data sets. More often than not, this data will comprise...
Why don’t we run demand generations in-house?
02 September 2013
1. It is human nature to gravitate towards the point of least resistance. In-house demand generation teams invariably work with data which combines both existing customers and the ‘great unknown’. No prizes for guessing where they focus most of their efforts....
Battles and Wars
28 August 2013
“You may have won the battle, but you haven’t won the war.”
The ‘success’ of a demand generation campaign is measured in the same way that the success of a battle is measured: Did we generate the volume of ‘leads’ we set out to generate or didn’t...
So why do they call it a brief?
22 July 2013
I’ve long been puzzled by the term ‘brief’. Frequently used in the world of marketing agencies and in the legal profession it just completely misrepresents the requirement. I don’t want a brief, I want a thorough!
The ‘brief’ comes into play at the outset of a...
What did Einstein ever do for us?
02 July 2013
Return on Investment – three words that strike fear into the heart of many a marketer tasked with the creation and execution of campaigns designed to generate new business demand. There is an argument that every pound spent on marketing communications should be accounted for in terms of its...
A day in the life of…
09 January 2013
A day in the life of a Business Development Associate
As a BDA everything we do is geared towards a ‘points system’. Both individually, on small teams and as a collective whole we have weekly, monthly and quarterly targets to reach.
When I first started in the job, this seemed ...
Our 2013 Charities
01 January 2013
BasePlus chooses the charities we can help in 2013
As a local company with good local connections and a caring heart we felt that it was time we starting giving to local charities. For years we have had charity sweets in the corner which do get devoured and relieve us all of lots of money but we...