Earnest about B2B

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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!

Testing Event Technologies at EventLab

Earnest about B2B

Recently we hosted London Business School at EventLab – a showcase of event technologies. The purpose? To test and explore what’s cutting edge in the event world to the benefit of organisers and attendees a like. We hosted EventLab because it’s become clear that as time out of the office is becoming more precious, events need to step up the game in order to add real value. Zone Two: Networking.

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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.”.

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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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

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.

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.

A guide to content curation. Where can I find shareable social content?

Earnest about B2B

How can we keep the content monster fed and happy? In their book “ The Art of Social Media ”, former Apple Evangelist Guy Kawasaki and his social partner in crime Peg Fitzpatrick give some robust advice on how to get social right and be a ‘ good socialist ’. Their made-up homonym , not mine. Like others, I’m guessing, my first thought was “I wonder what an evangelist does on a day-to-day basis?

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

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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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.

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.

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.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

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.

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

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

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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Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

Internet video killed the TV star. The rise of YouTube for B2B advertising

Earnest about B2B

“By the time you finish reading this sentence, users around the world will have uploaded another eight hours of video to YouTube.”. No longer the preserve of cats playing musical instruments , YouTube has become one of the most exciting and sensational media sharing websites in the world. Communities of millions and brand new stars. The VIP effect: advertising & exclusivity.

Etiquette & Propriety: a quintessential guide to decorum in B2B marketing

Earnest about B2B

Lunchtime at Earnest and my colleague pops her head up and says, with all sincerity, that she could “pass for posh”. I say that’s splendid, of course, but how has she come to that conclusion – and why is she telling me? There’s an online survey, she says, on Buzzfeed. So this has me thinking – what pitfalls are there in the world of B2B marketing? B2B Marketing

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?

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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5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

Taking the smoke and mirrors out of becoming a social media pro. In my time dabbling with social media, I have learnt enough to know that not being involved or at least having a basic understanding of it, can be a marketing no-no…. recently attended a training course on everything social media. Reams of notes later I walked out feeling confident and ready to action what I learned. Content Planning.

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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?

22 reasons you know you work in B2B marketing

Earnest about B2B

We put heads together at Earnest and decided to settle this once and for all. If for any reason you weren't sure, here are the tell-tale signs. You know you work in B2B marketing. 1. When your Mum has no idea who any of your clients are - despite all of them being bigger than the company that makes her favourite brand of toilet cleaner. 2. When the most talked about campaign in your industry features a washed up actor balancing on two trucks. 3. When you've convinced yourself that being given a multi-million pound campaign budget to play with would be frivolous. 4. B2B-ers, over to you.

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

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

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.

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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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?

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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Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

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].