Earnest about B2B

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7 key takeaways from The State of Inbound 2016

Earnest about B2B

Inbound has been gathering pace, as buyers are becoming more and more immune to traditional marketing and push tactics and marketers embrace new approaches. HubSpot’s annual State of Inbound study is becoming something of a bellwether of industry attitudes to and adoption of inbound strategies. What are your company’s top marketing priorities over the next 12 months? Who’d have thought it heh?

No more Big Bang: Why b2b brands are taking a new approach to launching ‘big idea’ campaigns

Earnest about B2B

Do you recognise the following checklist? Press release. Internal desk drop leaflet and PC ‘wobblers’. Overly-complicated sales decks and message houses. Homepage banner updates on corporate sites from Azerbaijan to Zimbabwe. Global audience survey and 200 page report PDF (v87) shared online. Through-the-line ad campaign launching straight after the school holidays. smarter approach from IBM.

The Seven New Content Commandments*

Earnest about B2B

*that you may or may not want to pay attention to. Jonathan Swift once said, “Satire is a sort of glass wherein beholders do generally discover everybody's face but their own”. But whose face do we see when we stare deep into the eyes of content in the twilight weeks of 2016? 1 - Snackable content is dead, long live the Sunday roast. You know how snacks are good? Like, everyone enjoys snacks. Pringles. Cherry bakewell slices. whole cantaloupe melon. You know what is better than snacks? Mum’s Sunday Roast. Sun Tzu said “fight the enemy where they are not”. As you’re the only one there. hours.

Be ashamed, very ashamed: the power of behavioural psychology

Earnest about B2B

How one carefully designed sign stopped the dumping. couple of months back, here at Earnest, it dawned on us we had a problem. Being located at the heart of the busy London metropolis is great. However, it also has some drawbacks. Most days we were arriving at work to find the detritus of city life quite literally on our doorstep. Half-eaten kebabs. Broken office furniture. Bizarrely, it did.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Five tactics to convert page visitors into leads

Earnest about B2B

Driving traffic towards your lovingly created webpages takes effort. All the more reason to make sure those efforts aren’t wasted by a sub-optimal design. Here are five things you can do ensure your visitors get what they want – while encouraging them to do what you want in the process. #1. Create a strong call-to-action (CTA). “70% of users drop off before they get to the call-to-action.”.

How to make customers brand loyal? Give them the benefit of the doubt.

Earnest about B2B

What makes people loyal? Mutual respect is one thing. What makes people loyal to brands? The feeling you’re getting something valuable and being treated fairly and not like an open wallet. recently discovered something to love about one of the hardest things to love in London – TFL. Innovative but expensive. The system in general is a brilliant innovation, paper tickets were helping no one.

How to improve your luck: 4 simple tips

Earnest about B2B

“I''m a greater believer in luck, and I find the harder I work the more I have of it” ? Thomas Jefferson. Good luck at the meeting” said my colleague, cheerily, in between louds gulps of lukewarm, sugary tea. “I don’t need luck” I replied, with no small amount of sass, “I’m prepared ” and I confidently waggled my gonky folder full of notes, budgets, and timings at him. White. Roosevelt.

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25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

What if? The future of business under the spotlight. While the ad industry indulged itself in Cannes last week, there was another, much more stimulating event taking place back here in London. London Business School was playing host to its 2015 Global Leadership Summit - which I and a few other Earnest folk had the good fortune to gatecrash. Leadership needs to be reimagined. B2B Marketing

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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.

Banging the drum

Earnest about B2B

We're all hugely excited, rather humbled and quite shocked to have won B2B Marketing Agency and B2B Campaign of the Year at The Drum marketing awards last night - for the second year in a row! Massive thanks to the whole crew at The Drum, everyone who voted for us, and all of our lovely clients of course. You can check out the winning Canon campaign here and an extended case study here.

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Happier Living with Traces or more SoMe skepticism?

Earnest about B2B

Can new social media app traces bring us closer together? I am, admittedly, one of these social media (SoMe) sceptics. I’m sure we’ve all been part of the same conversations theorising what impact SoMe has had on our personal relationships. But this blog is not a grumble over SoMe, it’s actually quite the contrary. recently caught up with a friend (yes, in person) over a (non-Instagramed) lunch.

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22 things we learned at the Festival of Marketing 2015

Earnest about B2B

Festival season as we know it has been over for a couple of months now, but that didn’t stop the Festival of Marketing 2015 taking place in East London’s Tobacco Docks. Unlike Glastonbury however, we were fortunate enough to actually score a couple of tickets to attend this year and check out what’s been happening in the marketing industry. How do you get generation Tinder to swipe right?

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Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

If you were at Event Tech Live this week it’s very likely that you’ll have bumped into Oscar the Robot. It’s even more likely that you are still scratching your head as to how he managed to hold a conversation with you. But, while Oscar proved the star of the show on the day, he was just one of the ways we took it upon ourselves to make an impact on the day at Event Tech Live. So how did we do it?

Your invitation to Experiential Lab

Earnest about B2B

As you’ve probably noticed, in recent years breath-taking experiences have become increasingly important in the world of marketing, becoming a key tool that all brands are going to need to add to their arsenal. B2B events can no longer just be about putting a pop up banner in front of a table and expecting prospects to be lured in by the dead-eyed stare of your sales people. Just like any other piece of marketing you need to engage, excite and inspire. That’s why, on the 1st July, we’re hosting our first ‘Experiential Lab’. Or if you are feeling particularly lazy then just comment on this post!

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

Picture it, you’re a small(ish) business. Small in number but big on ambition. Or not? Either way, you’ve got to sort some stuff out. Office (or home office)? Check. Customers? Your main focus. What about the nuts and bolts? Printer - yes, well obviously you need one of those. But what if it was more than just a printer. Why, by becoming your new star employee of course. The challenge. The idea.

Using the power of emotion: B2B Marketing Awards campaign case study

Earnest about B2B

The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014. It''s easy to forget that bankers have feelings too. Cue our campaign for ACI’s Universal Online Banker. ACI Worldwide is a company that you have probably interacted with, but didn’t realise. So we needed something interesting and impactful to cut through the noise and catch their attention. The How.

The seven commandments for a successful rebrand

Earnest about B2B

You usually know when it’s time for a rebrand. You’ve made a load of acquisitions; your products are obsolete; your website looks tired; in a pitch, the sales team struggle to articulate what makes you special; your friends and family have no idea what your company does. And we all know the benefits. Fear and loathing. How do we get our staff on-board”. Will it actually make a difference?”. Brand

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The best presentation slide in history* (tribute)

Earnest about B2B

A picture can paint a thousand words. Ok great. But what if all you’ve got is numbers? Data is increasingly becoming marketing’s weapon of choice. Spotting trends in behaviour and tracking and analysing activity has allowed marketers to gain real insights into how programmes and products are performing. Be compelling. Prove your point. E.g. N.B. We’re all familiar with infographics by now.

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A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

The Post-it note: a short story about user experience and innovation

Earnest about B2B

What can we learn about UX from sticky bits of paper? The humble Post-it note. One of life’s great inventions. Useful for: shopping lists, reminders, creative briefings , flipbooks , ‘kick me’ notes, and a whole bunch else besides. I bet you’re imaging the pleasing sensation of tenderly removing a fresh note now. You are, aren’t you? Go on; imagine the curl of the paper. Man that’s pleasing. Great.

Events for #Eventprofs – are they worth the time out of the office?

Earnest about B2B

Last week I popped down to Old Billingsgate to spend a morning at Square Meal’s ‘Venue and Events Live’. Now in its 11 th year, the show features over 250 venues, event suppliers and expert led sessions, all ran by Square Meal, the UK's Independent Guide to the Best Restaurants, Bars and Venues. What happened inside? Hmmmm. Inviting your audience to ‘step in’ rather than ‘step past’. Events

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

Until the start of this year ‘live stream’ was a term that only existed in the lexicon of desperate football fans that couldn’t access Sky TV. It was this combination of events that really put ‘personal live streaming apps’ on the map. But what are they all about? And are they worth businesses sniffing their noses at? Here’s what happened. First up, Periscope. The app is really easy to use. Risky?

IBM's Watson gives the real insight on brand personality

Earnest about B2B

How do you get to the heart of a company? How do you really understand what they are all about? You go to the ‘About Us’ section of the website, of course. But what does this corporate nonsense really say about a business? We decided to give IBM's new ‘Personality Insights’ tool a spin to find out. Thought IBM wasn't compassionate? Thought Microsoft wasn't there to help you out? Think again. link].

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

Helping Brixton Prisoners Bounce Back

Earnest about B2B

When we started working with the charity Bounce Back, we had no idea of the scale of the issue they were trying to tackle. We had no idea that 47% of prisoners will re-offend within a year of their release. We had no idea that those re-offenders cost the government between £9bn and £13bn each year. How can we help? So how did we do it? Because Life’s too long.”. Fundraise in a new way. What next?

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Innovation from the inside: Building Event Wallet

Earnest about B2B

‘I’ve got an idea for an app.’ How many times a day do you hear that? Well just over a year ago, I said the very same thing and as part of Earnest Labs, the innovation arm of award winning B2B marketing agency Earnest , decided to make it a reality.Here’s how it happened. stood in the middle of the exhibition centre. looked around at the wandering eyes of the sales people on the stands. Events

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This is the week that was: Behaviours they are a changin’

Earnest about B2B

Did you see that loud, cold, blurry thing that just whizzed past at 100 miles per hour? That was January. It absolutely flew by and here we are in February. Still, at least it’s almost pancake day (17 th ). Here’s our round up of all the things that caught our eye last week. Insight of the week: What causes behaviour change? No, me neither. Have a mull and see what you think. link]. link]. link].

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Can you move down please? A behavioural nudge for the tube.

Earnest about B2B

Schiphol Airport had a wee little problem. Or a little wee problem. Visitors to the men’s loos, presumably overly excited to be in Amsterdam, were wildly misfiring when they used the urinal. But Jos van Bedaf, manager of the cleaning department at the airport, had a simpler idea. It worked; ‘spillage’ went down by 80% which led to a 20% reduction in cleaning costs. Behavioural Economics

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Don’t hate the player – an introduction to gamification

Earnest about B2B

"You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein. remember well the long summer holidays of my youth. Languid, burnt-yellow sunsets, crickets chirping in the grass, and a lazy breeze gently stirring the leaves. Mum would storm in with a Skatch , an empty Super Soaker 2000 or a Tornado Frisbee , telling us to go outside and play.

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5 everyday terrible user experiences (and how to avoid them)

Earnest about B2B

If you’re going to offer users self-service information, you need to get with the programme. More and more of our day-to-day processes are now being designed so that we (the users) can complete them online. And we love it. We love being in control (or at least feeling like we are). Small things, eh? Because given then choice, no one wants to sit in a call centre queue…. Yes, yes, I know. I get it.

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

As I’m speaking at the upcoming B2B Marketing conference 2014 , it occurred to me that I should probably set out my stall as to why this topic is important. In fact, the clue as to why this is such an important topic is in that same misquote. Persuade. Because that’s what we’re here to do, every day. Persuade. helpful blog post – good as an intro to the subject. To connect.

Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

“If men liked shopping, they’d call it research” - Cynthia Nelms. Bittersweet are the memories of my youth – my three brothers and I sitting on the stairs in Maidenhead’s Miss Selfridge, heads in our hands, waiting for Mum to finish trying on every neon mohair cardigan in the shop so we could go for a cheeky McDonald’s afterwards (if we behaved ourselves). We're playing by their rules.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Lessons from the Mad Men

Earnest about B2B

What marketers today can learn from 1960’s Ad Land. You don''t know how to drink. Your whole generation, you drink for the wrong reasons. My generation, we drink because it''s good, because it feels better than unbuttoning your collar, because we deserve it. We drink because it''s what men do.”. Be brave, be different. Remember that strategic thinking always has a role to play.

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The not-so-secret formula to B2B website UX

Earnest about B2B

What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage? There are obviously loads of things that can influence the answer to this question. In this post I’ll try to give a few tips to getting started. What’s your website even for? Your exec team bios aren’t that interesting – sorry. Which is a good thing. People are busy.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

"I would rather have a cup of tea than sex." – Boy George. My colleague stands up, pointing his finger at each of us in turn “Tea? Was that a no? Sugar for you, right? And I hear him making the noise ‘tea’, and his lips making the right shapes, but I know – I know – that what’s coming back won’t actually be tea. It will be like tea, but it won’t be tea. It’ll be a crude facsimile of tea – a half-arsed, half-filled cup of tepid, brown leaf-stew. Scum bags. Tea making is a noble practice passed down from generation to generation. Jesus, get it together Pete. Get the tea bag right. Bonus content.

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The Earnest Charity Tech Pub Quiz

Earnest about B2B

Last week Earnest Labs hosted its inaugural ‘Charity Tech Pub Quiz’. meeting of minds in one of Soho’s finest establishment – the quiz was a chance to try out new technologies, give our brains a work out and raise money for a much deserving school in Kenya. Focusing the mind. On offer was a ‘mind reading’ app that used ‘ Mindwave Mobile ’ headset to register the user’s brainwaves. Simple.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.