Earnest about B2B

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This is the week that was in B2B: from HP printergeddon to Accenture rebrand

Earnest about B2B

In a week where we learned that small biz rates are set to soar , talking dolls can be a security threat and you should never ask Joe Public to design a smartphone , the B2B world put on a right royal show of creativity. Yes, really. Sit back – this is the week that was in B2B: ‘Wolf’ of the week…. Yes, your humble printer really could be the downfall of your enterprise. Doing a GE’ of the week….

One of these things will happen to all B2B Marketers in 2017

Earnest about B2B

I'm not a betting man but I'm willing to bet anyone in our industry that one of these things will happen to you in the year ahead. Happy New Year - here's to a great 2017

This is the week that was in B2B: from surrogate meeting attendees to AI tools

Earnest about B2B

In a week where Netflix got a kicking for its dirty data centres , Forrester revealed who was most at blame for losing our data and Uber got sued by a philanderer , there was much to write home about in the world of B2B. Tongue in cheek B2B campaign' of the week. comes courtesy of Scandinavian airline Widerøe – and its spoof company Norwegian Meeting Services. Innovation' of the week.

This is the week that was in B2B: from Jetson’s reboot to buyer journey revelations

Earnest about B2B

In a week that saw a group of bankers get their comeuppance for swindling small businesses, lettuce rationing hit the British Isles and Snapchat valued at $25bn ahead of its IPO, here’s what was going down in the heady world of B2B marketing: ‘Mega budget brand launch’ of the week. goes to engineering firm Arconic who in a bid to launch its new brand has given TV cartoon ‘The Jetsons’ a reboot.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

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?

The new Superpowers: CCS Predicts

Earnest about B2B

Last week the great and the good in the tech industry gathered at the CCS Insight annual Predicts event. Seasoned analysts and experts shared their predictions for 2017 and beyond. By all accounts big, big changes are afoot. Here are a few of the key takeaways: Bots are coming to take your jobs and your livelihood. Internet of Things is still a problem child. Those that ignore it will fail.

You don’t need to be a start-up or Google to innovate

Earnest about B2B

12 learnings from ‘Perk Me Up’ – Earnest’s first marketing innovation breakfast. Innovation. It’s a word bandied around a lot in marketing these days. Possibly too much. But what does it really mean to your business? What new marketing innovations should we be aware of? How can complex or traditional organisations innovate in the same way as a start-up or Google? The thought leaders. Yes, really.

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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B2B Marketing Trends for 2016

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.

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.

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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.

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

The B2B Demand Gen Marketing Playbook

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.

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.”.

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.

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.

A Content Formula for Complex B2B Organizations

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.

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?

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

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?

Six Key Steps to Successful Marketing Automation Adoption

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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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?

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.

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?

8 Ways to Create More Effective Lead Generation Programs

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].

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

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!

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].

Why B2B Content Strategies Are Paramount for Generating Quality Leads

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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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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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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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.

B2B Marketing Trends for 2016