2010

Earnest about B2B

Trending Sources

Vital statistics for every B2B marketer

Earnest about B2B

Use and abuse at your leisure… where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research. B2B companies are ahead of their B2C rivals when it comes to social media adoption. 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C. 75% of B2Bers participate in microblogging (eg. Twitter) versus 49% of B2Cers. Source: Business.com – 2009 B2B Social Media Benchmarking Study ( [link] ). And the FTSE 100 are just plain running scared of Twitter. Source: DemandGen Report. Versus.

Vital Statistics for B2B Marketers – the video

Earnest about B2B

Every week new statistics are emerging with sometimes contradictory views on the trends impacting B2B marketing. Back in March, we published a blog post: Vital Statistics for B2B Marketers – with the aim of trying to make some sense of what’s going on – and the fundamental changes that are underway. Following considerable interest in the post, we decided to bring the story to life further producing the Vital Statistics video. Join the movement. Whether you choose to agree or disagree – we hope this is the start of some hearty debates. Finally enjoy the video!

Just how connected are the world’s top 5 IT services companies?

Earnest about B2B

It was a simple idea. Take the top 5 IT services companies globally - and see how they’re managing their brands on the social web. So the top 5 under scrutiny (as defined by Services Top 100 ) . 1. IBM. 2. HP. 3. Fujitsu. 4. CSC. 5. Accenture. Then more specifically, how are these brands using Twitter, Facebook, LinkedIn, YouTube and blogs to engage with their audiences online? 370 tweets.

This could be the start of a beautiful relationship

Earnest about B2B

Ideas to improve your customer marketing. We spot a hot new prospect across the crowded marketplace. We flatter them with niceties and promise them the world. We finally convince them, we’re a match made in heaven. And then, as soon as they’ve thrown caution to the wind and committed to us, we’ve lost interest and are looking over their shoulder at our next potential conquest. It’s a tough life being a customer to a b2b organisations (okay, our b2c counterparts aren’t any better) - and us marketing folk are partly to blame. Rationale. Food for thought. No brainer.

150 Content Marketing Tips

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

Infographic of the day: Stairway to Brand Heaven and Hell

Earnest about B2B

Check out David Armando’s visual thinking archive for plenty more great infographics or visit his Logic & Emotion blog.

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Trending in B2B: Earnest’s Top Tweets in October

Earnest about B2B

Two of the most heavily anticipated and visible product debuts in the past month have been Blekko , the slashtag-happy curated search engine powered by humans and fancy algorithms, and RockMelt , the new social-centric Web browser that drags Facebook alongside throughout your page perusing experience. Both took years of development, sport dozens of employees and raised significant capital.

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Trending in B2B: Earnest’s Top Tweets in September

Earnest about B2B

As the summer becomes just a faded memory and the winter peeps its head around the corner, the bloggers and social contributors of the B2B world continue to roll out a fresh supply of thought leadership. Once again, we here at Earnest have sieved through the months tweets to provide you with a blanket of knowledge to warm yourself under. Well worth a read. 2. Warts and all. link]. link]. link].

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Vital statistics for B2B marketers – The case study

Earnest about B2B

Back in June, Earnest began its very own social media experiment. Take a whole selection of statistics from the heady world of b2b. Add our own unique Earnest spin on things – and turn them into a jaunty 3 min 48 sec video. Then spread the word. This is the story of the how and the why – and what we learnt along the way. The start of the idea. Objectives. 30% increase in Twitter followers.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

Trending in B2B: Earnest’s Top Tweets in August

Earnest about B2B

Top Tweeting. Would you believe it? Another month has flown by and even in the holiday season of August the world of B2B online has continued to churn out a flurry of facts, stats and information to wet your knowledge whistle. – [link]. Many creative advertisers and marketers often find ‘inspiration’ on the web for their ideas. But how do you ensure your hard work reaches the right audience?

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Why too many clicks make you thick

Earnest about B2B

That bloke Nicholas Carr is at it again. Back in 2004, he penned the Earnest favourite ‘ Does IT Matter ?’ A fine piece of business writing, it stoked the ire of the tech world at the time. The overriding theme was simple: IT can no longer be a source of competitive advantage. In short, IT should be viewed as a utility. No surprise Bill Gates almost choked on his Multi-Cheerios. Take Twitter.

Top Infographics for b2b marketers

Earnest about B2B

Infographics are all the rage: visual representations of data that are both beautiful and enlightening. From a marketer’s perspective, they’re a welcome addition to the communications arsenal – helping bring to life complicated and potentially dry content in a highly engaging way.        . Web trend map: plots the Internet’s leading names and domains onto the Tokyo metro map        .

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Causing offence: The pain and anguish of customer loyalty

Earnest about B2B

Last week I received an apparently inoffensive letter generously offering me two month’s free broadband. Let’s just say, it was the straw that broke the camel’s back. I’ve been acquainted with my friendly neighbourhood broadband provider for 5 plus years – taking their broadband, phone and digital TV services. In fact, I’d also consider myself pretty loyal. Yes, all of it. Kind of. Am I happy?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Campaign watch: Oracle. Ironman. Machine. Embarassment.

Earnest about B2B

Reading The Week on the tube this morning I stumbled across a double page ad for the new Ironman 2 film – or then again was it an advert for Oracle? Nope, it’s an ad for both in what seems like one of the most bizarre b2b campaigns to date. . Get it? Yep, here at Earnest, we’re all for campaigns that bang to a different drum, but this one seems – dare we say – a little wayward.

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B2B Marketing Awards campaign – pt 1

Earnest about B2B

THIS YEAR IT’S PERSONAL… As reported in B2B Marketing, the 2010 awards campaign has kicked off. link]. We developed the creative for the awards campaign last year, which not only went down well in the industry, but had some great results. So this year, when we were asked to get involved again, we knew we had a tough task on our hands. B2B awards - forest shot.

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The Joy Of Pitching And Where It Can All Go Wrong

Earnest about B2B

The pitch process: it separates the wheat from the chaff; the winners from the also rans; the successful from the just plain shambolic. It’s both the bane and the boon of agency life – and undoubtedly no walk in the park for our friends on client-side. As David Kean comments in his fine tome Pitching to Win : “Pitching for business is the last bastion of amateurism in an otherwise wholly professionalised business economy.” The truth is – he’s not wrong. To put this into context, most good agencies win one in three pitches. Okay, sounds good. So where do we all go wrong? Well it depends.

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A lesson in global brand management for b2b marketers

Earnest about B2B

Last night Earnest had the pleasure of dropping in on the Mandrake Club  to hear Amanda Mackenzie , Chief Marketing Officer of Aviva plc speak.  . And Amanda has some roll call. First-ever female member of Global Insurer Aviva’s Exec Board (bear in mind that’s in the company’s 300 year history). First board member to have responsibility for brand, marketing and comms globally. Think 45 million customers in 28 markets worldwide. And all importantly, the lady who oversaw the global rebranding of the company as Aviva – kissing goodbye to the, dare we say, treasured Norwich Union brand.

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

When familiarity breeds intent: 5 tips to building brand awareness

Earnest about B2B

Sit down. Brace yourself. According to a recent DemandGen report, 9 out of 10 business buyers say that when they’re ready to buy, they’ll find you. Now ask yourself, in all honesty, will they? The fact is the b2b buy cycle is changing fundamentally – and vendors are on the back foot. The Internet has empowered buyers of business services and products with the ability to research, scope, specify, shortlist vendors, and even purchase, without us even getting a sniff of what they’re up to. It means that old chestnut, brand awareness is now firmly back on the agenda. Or if it’s not, it should be.

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Trending in B2B: Earnest’s Top Tweets in July

Earnest about B2B

A good while ago, Earnest embarked on a quest: to feed the good b2b marketing folk of this land – a regular diet of news, analysis and occasional randomness from the world of b2b via the monster that is Twitter. And now, for those of you who missed them first time round, we thought we’d bring you a monthly top 10 of our most popular Tweets. 1. Vital statistics for b2b marketers: Earnest’s new video – from social media adoption to the changing b2b buy cycle – [link]. At the start of June, Earnest’s own Vital Stats video went live and remains our most popular Tweet to date.

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Brand loss, no one’s gain: The misery and anguish of M&A activity

Earnest about B2B

Within the heady world of business, mergers and acquisitions are two a penny today. The story’s a common one: big behemoth snaps up rival or smaller fare to…  a) see off the competition. b) allow it to flog more stuff to its customers. c) leap into new, more promising markets. d) make up for massive strategic oversights in not seeing the next big thing coming. e) all of the aforementioned. While many M&As may seem like astute moves at the time, most simply fail to live up to expectations. Yes customers too – undoubtedly why Oracle has retained the Sun name post-acquisition ].

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Unloved and overlooked: Getting your customer marketing back on track

Earnest about B2B

According to the folk at Harvard Business Review, it costs up to seven times as much to find a new customer, than to get more business from an existing one. It’s no surprise then, where once b2b organisations were going all out to acquire new customers, there’s a growing realisation that existing customers could well offer a wealth of opportunity. But let’s clear something up. And to be honest, a customer mag or e-newsletter banging on about your company’s latest greatest products and services, coupled with some overpriced Arsenal FC tickets, do not a loyalty strategy make. What, really?

Content Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

Election watch: IT’s new battle for hearts and minds

Earnest about B2B

With a £178bn budget deficit to contend with, the public sector is going to fall prey to a severe nip and tuck, regardless of which party comes to power. While sympathies must first and foremost go to the keyworkers who will bear the brunt, with pay caps, new vacancies disappearing into the ether and relentless pressure to count every paperclip, spare a thought (okay perhaps not sympathy) for the other whipping boy in all this – Information Technology. And you’ve got to say, some of it worked. Licensing a car with the DVLA is now a breeze. So what went wrong? So there we have it.

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Buyer personas – under-used, but over-abused?

Earnest about B2B

There’s been some interesting discussions on buyer personas recently.  To get up to speed quick, try these: [link]  and [link]. Personas are still woefully under-used – which suggests either: a) people simply don’t know what they are but still have good insight/understanding of their target audiences; or b) that too  many conduct marketing programmes without having a critical foundation of customer insight. If you’re not crystal clear about WHO you’re talking to (individual’s buy, businesses don’t…) then do some research. Quick. ‘job title).

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

 . Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all. There must be some good business reason they do it, right? . There better be. Do your competitors have a blog? This is valuable real estate!

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year? Here are 11 concrete ways I think the environment in which B2B Marketers operate will evolve in 2011. Enjoy! Email this to a friend?

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.

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.  I discovered a great success story to share with you through a masters thesis being developed by Haakon Jenson of Norway. BACKGROUND. Limited marketing budget and employee resources. STRATEGY. RESULTS.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity. Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. But that's content for another blog post. Let me know your thoughts about this framework.

Cartoon: Who is creating content for your company?

Digital Body Language

Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

The 4 C’s of B2B Marketing

Buzz Marketing for Technology

We’ve all heard about the four P’s of marketing. Product. Price. Placement. Promotion. The four P’s were created mainly to describe the ideal “marketing mix&#. The term “marketing mix&# became popularized after Neil H. Borden published his 1964 article, Concept of the Marketing Mix. Connection – connecting with the audience you wish to attract. Digg this!

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.

How PR and Social Media Can Work Together

Webbiquity

Social media and PR would seem to be natural allies. Both are primarily focused on brand awareness, credibility building and image enhancement. Both are critical tools for dealing with bad news or crisis situations. Both require relationships with influential people in one’s industry to be effective. And both rely on the ability to tell an interesting story. Since many (most?) Share this on Bebo.

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