As the new football season approaches, and our favourite teams embark on another campaign of ups and down, the same old questions all fans have remain the same. Who’s in, and who’s out before the transfer window closes? Will Mr. Wenger finally silence his critics? And who’ll be the first managerial casualty?!

Whatever happens from now until the start of the season, one thing’s for sure; from the coaching staff to the players on the pitch, the setup and strategy will be paramount to their success. The same can be said for businesses of all shapes and sizes that are embarking on a new marketing campaign. The preparation and planning required to succeed can boil down to a range of factors, all of which need careful attention long before the first ball is kicked.

As a demand generation agency, we often work closely with our clients on not only the execution but the planning and implementation in the build-up to the big event. There’s a lot to consider, and not all of it will be areas every team is comfortable in tackling. Luckily, that’s where we come in, and below is our ‘one-to-eleven’ that covers some of the main areas you’ll need to consider. And, as with all good footy teams, we’ll start from the back with possibly the most important aspect of all. Strategy.

  1. Strategy

Get your strategy right and the rest will follow. It’s important to gain a deep understanding of your buyers and unravel what truly matters to them, to define buyer personas, mix in your objectives and then plan and translate your goals into long-life marketing programmes. Why? To help you build momentum over time and ensure you get from where you are to where you want to be, taking prospects and buyers along every step of the way.

  1. Content

Content marketing demands a value exchange – you have to offer your audience something helpful in order to earn a click. And it’s not about what’s important to you; it’s about what’s important to your buyers. Content can help you connect with buyer needs, present answers to their questions and help them find solutions. If your content is half-baked, we can help you turn up the heat.

  1. Design

Good design serves a greater purpose than to just look pretty. It inspires thought and action, emotionally engaging audiences to drive an action. That’s why we take it seriously. It’s important to honour the principles of design in order to develop creative concepts that catch the eye, complement content and visually communicate your messages and values.

  1. Inbound

Ensuring the right potential buyers actually see your content is as important as developing compelling content in the first place. We build targeted paid and organic acquisition programmes for search and social marketing to connect you with buyers that choose to ‘opt-in’. SEO then ensures your digital infrastructure is at the top of its game and implements ongoing strategy to build authority and compete for the traffic you want.

  1. Outbound

‘Batch and blast’ tactics have long since expired and relying on email alone is a fast way to go nowhere with buyers. There’s a place for outbound, but careful segmentation and strategy for developing nurture and trigger emails is vital. Scintillating email subject lines and crisp copy are still important, but timing and targeting are also crucial. And it doesn’t have to be just email. An outbound call to qualify a prospect in or out is a powerful way to accelerate progress and improve conversion.

  1. Lead Generation

Delivering a constant stream of high-quality marketing leads (MQLs) can be a challenge for marketing teams, but it isn’t impossible. We know the hard sell doesn’t work, and you have to allow buyers to self-select into your sales funnel. You can use content for inbound acquisition to capture the imagination and interest, then engage and nurture prospects through the stages of the buyer journey with planned content, all the while qualifying their readiness to buy.

  1. Web & Digital

Content marketing goes hand in hand with digital. A ‘fit-for-purpose’ website is essential to engaging buyers beyond a landing page, delivering the information they seek and inviting them through a content journey. Analytics provide the critical visibility to track buyer behaviour and to benchmark and monitor ongoing marketing performance. It’s important to also connect and select the right tools and technologies to see what’s happening with your marketing and to make informed decisions.

  1. Social

If you’re still not sure social has a place in B2B, stop reading now. We think it’s transformative. Consider social as the new alternative to email, helping you raise awareness, extend your reach and acquire the right audiences, including C-level, and to build segmented paid and organic outbound campaigns that deliver your message through opt-in channels.

  1. Events

Seen by some as an old-school form of marketing, events are still an effective way of engaging with your customers, both past, present and future. Plus, events these days come in a number of guises. Webinars and live streams are becoming ever more popular and if a more traditional face-to-face event doesn’t fit with your strategy then perhaps a more digital approach would work better? They can also align with other channels such as social and email, providing great content in unison.

  1. Email

Still an important marketing tool, and alongside social and paid-for it can provide invaluable support as part of an ongoing campaign. It is still to this day a low-cost marketing tool, helping you to communicate with fans of your brand that have at some stage taken the conscious decision to receive communications from you. They’re easy to create, share and analyse and can run simultaneously with other channels such as social media that will feed off of your content plan.

  1. Marketing Automation

Last but not least is marketing automation. With all of the above to think about, putting it all together can often be the final hurdle for many marketing departments. Marketing automation is here to help with that and consists of software that helps automate such tasks as email, social media, and sales in a more joined-up and cohesive way. Ultimately, marketing automation allows companies to nurture prospects and convert them into customers so as to generate new revenue and a far better return on the investment.


So, there you have it. It’s by no means an extensive list, and your formation could be a defensive 5-4-1 or a more attacking 3-3-4, but either way be sure to start from the back and get your strategy right. The rest should then fall nicely into place.

If you’d like to chat about planning for your next big campaign, please feel free to get in touch at or call us directly on 0203 542 6644.



The recent shake-up to UK politics has seen more women and ethnic minorities than ever before entering as members of parliament. Gone are the days when UK politicians were middle-aged white males, derived mainly from elite educational institutions such as Eton and Oxbridge. Today 208 out of the 650 MPs are female. There are also an increasing number of ethnic minority MPs (52) and LGBT MPs (45). Source: BBC, Election Results, 2017.

However, more needs to be done. Google says diversity is far from being solved as it is still seen as a “trend”. Nishma Robb, Google’s Chair of Women and Head of Ads Marketing, said companies are making changes but at a slow pace.  Source: McKinsey, Why diversity matters, 2015.

“I sometimes think the evolution of man happened faster than gender equality. Why are we moving at the pace we are? Is it because diversity is seen as a trend alongside mindfulness? We are still a long way off having it resolved,” she said.

Source: Marketing Week, Google: Diversity Is Not The Tricky Bit, Inclusivity Is, 2017.

Teams I’ve been part of have usually been fairly diverse in gender and social background, but not necessarily race. However, I find the issue of diversity starts to affect me when I seek to bounce ideas off colleagues to find a creative solution rather than day-to-day office networking.

When brainstorming a task to develop an innovative concept for a slick marketing campaign, having a team of ten people from the same background will not do you any favours in unique idea generation. People will instinctively draw from their experiences, education, upbringing, etc. to formulate ideas. This will lead to similar proposals being brought to the table. That’s fine if your brainstorming group is from the same demographic as your end user, however, having a diverse environment in which to form, storm and norm will foster different angles to push your target market and truly give them something superior to the competition.

Our team at First Base feature a mix of people from all backgrounds. We find no two brainstorming sessions are ever alike. Of course, it’s no good just being diverse. The idea creation has to be there. Our staff, are passionate about digital, we leave our egos at the door and can put the client first through putting ourselves in their shoes. We don’t have a culture where those who shout the loudest will see their ideas favoured and no one person has complete autonomy for creative concept generation. This, therefore, allows diversity to rise to the top; for ideas to be proposed and discussed and ultimately for the best ideas to be put before the client that are creative, memorable and relevant.