BASE agency

The positioning of B2B companies needs to change 👀 Imagine a B2B product that solved one specific problem a few years ago. Since then, it has grown: new features, audiences, competitors, and markets. But the positioning stayed the same. And the business starts selling a new product with old messaging. That’s why it’s worth regularly checking three things: – what exactly are we selling now; – why should a customer choose us over current alternatives; – do our messaging and sales reflect that. ❗️ It’s important not to confuse positioning with the company’s future vision. Customers need to understand the value of the product today, even if it changes significantly in a few years. Revisit your positioning regularly and after major changes: a new competitor, a major release, entering a new market, or a shift in the product. If your positioning no longer reflects where the business is today, visit the BASE website and submit a request – we’ll help you review it and find a clearer direction ↓ https://lnkd.in/gpFKb7fw #b2b #b2bmarketing #marketing #b2bagency #marketingagency #positioning

Do you really need a CMO (Chief Marketing Officer)? Imagine a company that wants to strengthen its marketing and decides to hire a CMO. The immediate tasks look something like this: – launch and test paid campaigns; – find channels that deliver results; – coordinate an SEO contractor; – set up customer communications; – scale what works. For this business, a CMO may be too senior for the role. A CMO’s strength is strategic marketing leadership – managing large teams, budgets, and multiple directions. But in this case, the company needs someone who can run marketing hands-on and gradually build the system. Here, a strong Marketing Lead may be a better fit. There’s also a risk that, after a few months, a CMO simply won’t have enough tasks that match their level. So before hiring, look at what your business actually needs over the next 6–12 months. If there’s still a lot to launch, test, and execute hands-on – start with a Marketing Lead. When marketing grows into a larger function with a team, bigger budgets, and several directions – that’s when a CMO may make sense. If you need a senior marketer on an outsourced basis, leave a request on the BASE website – we’ll discuss your needs and next steps ↓ https://lnkd.in/gpFKb7fw #b2b #b2bmarketing #marketing #business #b2bagency #marketingagency

Checklist: how can you evaluate your marketer's performance? • Connects their work to business goals Can clearly explain which business goal marketing is currently contributing to: increasing pipeline, reducing CAC, improving conversion rates, or growing revenue. • Works with a specific set of KPIs Chooses 1–2 key performance indicators and a few supporting metrics that help explain what drives the result. • Sets clear rules for metrics For each KPI, the formula, data source, update frequency, and owner are defined. This ensures everyone interprets the numbers in reports the same way. • Can explain why the result changed If performance goes up or down, the marketer identifies the specific reason: a channel, audience, funnel stage, campaign, or landing page. • Reviews results regularly Weekly – current performance. Monthly – results, spend, and channels. Quarterly – strategy, ICP, and budget allocation. • Turns analysis into a specific decision After reviewing the report, it’s clear what changed and what action the team will take next. A good marketer can explain their numbers and turn them into specific next steps. If you want to build marketing where analytics, decisions, and actions work as one system, take a look at the BASE services presentation ↓ https://lnkd.in/dXv43ZvW #b2b #b2bmarketing #b2bagency #marketing #b2bмаркетинг #маркетинг #b2bагенція

How to check if your ads are actually delivering results? Before launching a campaign, it’s worth defining a hypothesis. A simple formula: who you show it to + what offer you make + which channel you use = the result you want to get. Example: show a specific audience a certain offer through paid social – then expect a defined number of orders. Next, set clear time and budget limits for the test. A single hypothesis needs enough time for the campaign to generate a meaningful result. If you want to evaluate the channel as a whole, you’ll need a longer period. For the budget, start with the result you want to achieve. For example, define how many orders you want to get, then see how much each one costs. This way, after the test, you’ll understand what worked, which audience responds, and what to do next. If you want to improve how you test and scale your marketing, explore the BASE presentation via the link – it includes a detailed overview of our services and how we can support your business ↓ https://lnkd.in/dXv43ZvW #b2b #b2bmarketing #b2bagency #business #ads #b2bмаркетинг #реклама #маркетинг #b2bагенція

5 SEO Tips for AI Search ↓ AI is already changing how people find information, so SEO needs to adapt to these new search behaviors. 1. Look at the real questions your audience asks People are increasingly using AI tools to search with full questions. So it’s worth looking beyond keywords and analyzing questions from your CRM, sales team, support, and customer interviews. 2. Keep your strongest content up to date Refresh statistics, add case studies, research, original data, and your own insights. This gives your content a better chance of being used as a source in AI-generated answers. 3. Build trust around your brand Show your expertise, get featured in relevant industry media, and build external mentions and citations. 4. Don’t overlook technical SEO Site speed, a proper mobile version, search engine accessibility, and structured data help systems read and understand your website more effectively. 5. Track your brand visibility Monitor brand mentions, citations in AI-generated answers, and traffic from AI-powered search. This helps you understand whether your content is showing up in new search journeys. SEO for AI-powered search still comes down to three things: being visible, being useful, and being trusted. If you want to bring order to your company and make your marketing more systematic, check out the full range of BASE services in our presentation at the link ↓ https://lnkd.in/dXv43ZvW #b2b #b2bmarketing #b2bagency #marketing #seo #b2bмаркетинг #маркетинг

Which B2B marketing myths are still around? ↓ 1. «B2B businesses barely need marketing» This myth comes from long sales cycles and the major role of personal relationships in B2B. But marketing starts working long before a conversation with sales: it builds brand awareness, explains the value of the product, and builds trust in the company. 2. «Marketing is advertising» Advertising is easy to see and measure, so it is often the first thing people associate with marketing. In reality, it is just one tool. Marketing also includes market research, product, pricing, positioning, and customer experience. 3. «Good marketing requires a big budget» Hence the familiar idea: “We’ll make money first, then invest in marketing.” Results depend on where you invest your resources. Content, email, organic search, and the right channels can work without huge budgets. 4. «You need to be on every social media platform» It may seem that missing out on another platform = a missed opportunity. But in B2B, it is much more useful to choose the channels where your target audience actually is and focus on doing them well. 5. «SEO no longer works, you only need ads» Advertising delivers faster results, so SEO is often underestimated. But organic search works in the long run — especially when your content answers real audience needs. 6. «Nobody reads long-form content anymore» TikTok, Reels, and short-form content have trained us to consume information quickly. But in B2B, complex products are often difficult to explain properly in 15 seconds. If the content is genuinely useful, people are willing to spend time on it. 7. «The more content, the better the results» When brands compete for attention, it is easy to think you simply need to publish more. But quantity does not guarantee results. It is better to publish less often and give your audience real value. 8. «AI will replace marketers» Automation in content, analytics, and other tasks can make it feel like specialists will soon become unnecessary. But strategy, understanding the business context, positioning, and creative decisions still require people. In B2B, relying on universal marketing “rules” can be especially risky. It is better to look at your market, customers, and data – and test hypotheses in practice. If you want to build B2B marketing around what actually works for your business, explore the full range of BASE services in our presentation via the link ↓ https://lnkd.in/dXv43ZvW #b2b #marketing #b2bmarketing #marketingmyths #b2bagency #b2bмаркетинг