2011

Earnest about B2B

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The proof is in the pudding – The essential benchmarks for all B2B Marketer’s

Earnest about B2B

Every good marketing strategy needs a good set of performance indicators to back it up. However, more often than not, determining these targets can be as big a stab in the dark as a game of pin the tail on the donkey. So here are a few figures from Earnest to turn your wild guestimate into an educated estimate. It’s not the size that matters it’s what you do with it. Let’s start with the big picture – marketing budgets. So So are you an impoverished marketer or blessed with a bountiful budget? 2-3% of annual revenue (for the flash harries in b2c it can be up to 12%).

This is the night that was: Earnest wins 6 B2B Marketing Awards

Earnest about B2B

It’s sore heads and big smiles a plenty in Earnest Towers as we dote over the spangly array of awards that now adorn our office. The B2B Marketing Awards bash is now a firm fixture on the industry calendar – and just gets bigger and more sparkly every year. This year – with a record breaking number of award entries by the great and the good in B2B – it was never going to be plain sailing. Little did we think this would be Earnest’s year. Yeah, we’d had a few glasses of wine even by then. Best B2B Website for our AJ Gallagher International site.

This is the night that was: Earnest wins 6 B2B Marketing Awards

Earnest about B2B

It’s sore heads and big smiles a plenty in Earnest Towers as we dote over the spangly array of awards that now adorn our office. The B2B Marketing Awards bash is now a firm fixture on the industry calendar – and just gets bigger and more sparkly every year. This year – with a record breaking number of award entries by the great and the good in B2B – it was never going to be plain sailing. Little did we think this would be Earnest’s year. Yeah, we’d had a few glasses of wine even by then. Best B2B Website for our AJ Gallagher International site.

The epic rise of online video in B2B

Earnest about B2B

From kids biting fingers to customer vox pops, online video today has changed the way people consume and share content online. The fact is video has become one of the fastest growing content channels in history. YouTube is now the second largest search engine in the world with well over two billion searches per day. Amazingly 48 hours of video is uploaded to YouTube every minute. The seismic shift of how information is being consumed and shared online is clear to see. Over 1.5 million business searches are made on YouTube every day ( source: Google ). Yes, 15 million. Are you convinced yet?

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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.

B2B Content Marketing: Reaching the people that matter

Earnest about B2B

Yesterday Earnest had the pleasure of a guest speaker spot at B2B Marketing ‘s Content Marketing seminar. Earnest took on the topic of Content Distribution. Below is a copy of the presentation for your delectation… Content distribution: Reaching the people that matter. If you’re not actively engaged online – you could be missing out, big style.

This is the week that was: Welcoming the wind of change

Earnest about B2B

As the fuzzy heads clear from the aftermath of the Earnest summer party; we look back on a week in which America and the UK battled Katia and David Walliams took on the fine feat of swimming the 140 miles of the Thames for charity. Back on dry land it was business as usual for the B2B mob, keeping the marketing wheels greased and rolling… B2B resource of the week. Social bling of the week.

This is the week that was in B2B: Wobbles a plenty

Earnest about B2B

It was one of those weeks where the world wobbled. The US lost its AAA credit rating, the FTSE100 saw £150bn wiped off the value of its shares and a crisis of confidence struck the Eurozone – again. Thankfully, there was some respite and joy for B2B Marketers – well, those who weren’t crying into their dwindling pension pots. Infographic of the Week. Sorry we’ve spoilt it for you now.

This is the week that was: When social media showed its good and bad side

Earnest about B2B

This week there was only one thing dominating the news (apart from the small issue of the economy going down the pan) – the streets of London were taken over by baton and Blackberry wielding youngsters, ready to grab whatever they could get their hands on. Is there anything the world of business, and B2B, could learn from this? In light of recent trouble the British government certainly think so.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

This is the week that was: Searching for the answer

Earnest about B2B

As the unfortunate folk in Scotland were blown around by 165 MPH winds , David Cameron refused to bend his back on the latest European bailout package and here at Earnest we were once again soothing sore heads after a cracking Christmas shindig. All the while the world of B2B ticked along – with journalists, bloggers and tweeters sharing their news and views. Don’t leave the page and go looking for it online though…we have gathered the best from the week and packaged it up in one handy blog post for you. Social network development of the week. Good news for us marketeers. Top stuff.

This is the week that was: Taking a look into the future

Earnest about B2B

As the clocks went back last week, Europe’s leaders really wish they could turn back time as the EU economy tail spins into further disaster. Meanwhile protestors have been showing their disdain at the bankers outside St Pauls Cathedral and Vince Cable has been trying to save his own money where he can by not paying his taxes. Still – there was plenty of good things in the world of B2B to report, and here they are for you in one handy blog post. Business turn-around of the week. This week however the powers that be at HP decided to make a U-turn and will continue to manage computers.

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Unlocking the content dungeon

Earnest about B2B

As B2B marketers begin to plan for 2012, brows are being furrowed, heads are being scratched and a problem is beginning to rear its ugly head. “We’ve just not got enough content.” ” Or as the more astute marketers are saying: “We’ve just not got enough GOOD content.” ” Whilst this is often true, it’s surprising how many businesses  when they start digging, would actually find a rich vein of content – often squirelled away across their business – which no-one seemingly knew about. Kind of like a content dungeon. Ask Sales.

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Bridging the great Sales and Marketing divide

Earnest about B2B

Fire up your browser. Tap the words ‘Marketing and Sales Alignment’ into Google. Wait 0.10 seconds – and guess what – you’ll get a whopping 12 million search results. To misquote one beleaguered astronaut, “Houston, we have a problem.”. Marketing. Sales. It’s a love-hate relationship. Well, unfortunately, all too often we love to hate each other. Hate may be too strong a word, but in most organisations there remains a perennial divide, relentless finger pointing and general distrust between the two functions. Where did that lead go? What lead? Marketing launches big new campaign.

The new 80:20 rule: Industrialising your marketing efforts to drive a better ROI

Earnest about B2B

Last year Accenture conducted an extensive survey into the strategic priorities of senior marketers globally. Whilst the results were hardly revelatory, there was a remarkable consensus of opinion with 81% of executives citing ‘operating more efficiently’ as their most important goal. Faced with budgetary pressures, headcount issues, demands to demonstrate greater ROI and simply, not enough hours in the day, b2b marketing execs are certainly feeling the pressure. So is now the time for marketers to really look afresh at the way they’re doing things? Win:win for everyone. Measure, learn, refine.

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.

This is the week that was: The death of the tagline?

Earnest about B2B

As we start gearing up for party season here at Earnest with the B2B Marketing Awards and our very own Christmas bonanza just around the corner, we look back at a week of provocation, u-turns and fancy footwork. The Eurozone enjoyed its new role as world economy trouble maker, speculator Warren Buffett finally decided to get into tech stocks,  and Burlusconi relied on the likes of Ronaldo and George Clooney to save himself from the slammer. Fortunately, we also found time to gather the crème de la crème of B2B marketing online just for you… Content reformat of the week. So there.

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This is the week that was: Getting inside the minds of CMOs

Earnest about B2B

As we brush off the dust from the winter coats and ponder the annual question of why there are Christmas adverts on the TV already, there is another week of news to digest. There was one more addition to the history books as Col. Gaddafi left us for the next life. At the same time the UK government debated leaving the EU , and the city of Manchester was split down the middle after the football shock of the season. And as BlackBerry grovelled to their customers with app handouts ; the business, tech and marketing world rumbled on. Here are the highlights. Important advice to take on board.

This is the week that was: A slice of the BlackBerry crumble

Earnest about B2B

There was a lot going on out there last week. Sadly up to a third of you may have missed many of the best articles as your smartphone became about as useful as a banana and you had to revert back to that strange machine sitting on your desk to check your emails and communicate with all and sundry. So whether you suffered BlackBerry Interruptus or not, here’s Earnest’s take on the top stories of the week in the world of B2B marketing… Brand damage of the week : One poor soul in Slough didn’t have a very good week at all as the great BlackBerry blackout swept the planet. WinBerry anyone?

This is the week that was: When CEOs transformed from people to tweeple.

Earnest about B2B

It may seem like a running theme, but this week the decline of the Eurozone economy continued to dominate the headlines, with more rescue plans than the emergency services in the Himalayas. To add to the pain for big business here in the UK, the opposition leader Ed Millband waged war on the fast buck business culture. Long gone are the days when you could stick Gary, the student on work experience, in front of a laptop and ask him to tweet about what’s on his mind. Today content is the key to your strategy, and self created unique content is the jewel in the crown. Or then again perhaps not.

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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.

Are your customers content?

Earnest about B2B

Content Marketing for CRM: Part 1. How you market to your customer base matters more than ever. Businesses are at last waking up to the fact that the key to success now lies not only in acquiring new customers but importantly, building the loyalty and maximising the value of their existing customer base. Don’t just take our word for it, improving customer retention is viewed by 79% of senior marketing executives as the most important issue impacting their marketing strategy, according to a recent Accenture survey. To cut to the chase, a significant one. It’s all about value.

This is the week that was in b2b: we love a bit of controversy

Earnest about B2B

As the plot thickens at News International, some lucky Scots scoop £161m in Europe’s biggest ever lottery prize and we learn that spelling mistakes ‘cost millions’ in lost online sales, another week draws to a close. But cut to the chase you say, what’s been going on in the world of b2b marketing? Hashtag bashing of the week. As Twitter celebrates its 5 year anniversary, it’s the humble tactic of hash-tagging that’s been under scrutiny this week. A new study  showed that posts with hashtags on the microblogging site receive 5% fewer clicks than posts without hashtags. Make your own mind up.

This is the week that was in b2b

Earnest about B2B

In the week that saw a Facebook user jailed for contempt of court, IBM kick start its centenary celebrations and the British PM getting a much deserved berating – what, you may ask, has been going on in the heady world of B2B? Here’s Earnest’s take on the last 7 days: More pitches than a farmer’s field at Glastonbury. It’s been warm smiles, firm handshakes and crisply ironed shirts a plenty this week as Earnest took part in not one, not two, but three pitches. So far so good on the shortlisting front – so watch this space. Revelation of the week. Well worth a read. Event of the week.

This is the week that was: Lucky number 7

Earnest about B2B

In a week in which Rupert Murdoch was cruelly pied in the face whilst being questioned by a panel of MPs and England started their summer cricket campaign against the might of India, here at Earnest we were celebrating the lucky number 7. Over the last 7 months , we have pitched for 7 new clients and won 7 fantastic new projects to work on. From social media strategies for RM , to global branding projects for RBC Dexia over in Canada, to creating and releasing a new viral for Computer Active, it’s all go in Earnest towers. Like the Hogwarts express the world of B2B steamed on with us.

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.

This is the week that was: Leo has left the building

Earnest about B2B

It was the week a rogue trader cost the CEO of UBS his job, the Euro-zone crisis continued with the downgrading of Italy’s credit rating and one lucky fellow showed off his new thumb. HP’s stock spiked by almost 10% at the news , yet the verdict is still out as to whether HP’s fortunes will be transformed by his departure. With the average tenure of a chief exec now at 6.6 Write off of the week.

This is the week that was: The age of the digital bin man

Earnest about B2B

Another week brings a new plethora of interesting stories to mull over and digest. While the world closed in on Gadaffi and Jeff Bezos learnt the hard way that you should not attempt to build and fly your own space rocket, we all realised that the summer that never was is coming to end. Still – for every dark cloud in the sky there is the silver lining of B2B wisdom flying around online. Wrong.

This is the week that was: What of the future generation?

Earnest about B2B

Despite Big Brother bringing itself from the murky TV grave and the world economy continuing the get the odd bit of press for its catastrophic turmoil , the age old issue of A level results getting easier and the mad rush for University places dominated the headlines this week. Until then we will look at the here and now, and what was going on in the world of B2B this week. wise decision?

This is the week that was: Revealing the new b2b buyer

Earnest about B2B

It was the week that tens of thousands of public sector workers took to the streets in protest at changes to their pensions, Jeremy Clarkson wished he’d kept his mouth shut and YouTube decided to give its website a spit and polish. Here at Earnest, the hangovers finally cleared after bagging 6 B2B Marketing Awards at last week’s celebratory do, allowing us to bring you another week’s finery in B2B marketing… Frugal thinking of the week. …goes to ROI guy, Tom Pisello and his  fine blog post considering how economic pressures (frugalnomics) will define how people buy in 2012.

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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.

This is the week that was: Revealing the new b2b buyer

Earnest about B2B

It was the week that tens of thousands of public sector workers took to the streets in protest at changes to their pensions, Jeremy Clarkson wished he’d kept his mouth shut and YouTube decided to give its website a spit and polish. Here at Earnest, the hangovers finally cleared after bagging 6 B2B Marketing Awards at last week’s celebratory do, allowing us to bring you another week’s finery in B2B marketing… Frugal thinking of the week. …goes to ROI guy, Tom Pisello and his  fine blog post considering how economic pressures (frugalnomics) will define how people buy in 2012.

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This is the week that was: When social media put its brakes on

Earnest about B2B

As the Christmas lights are turned on in Oxford street we look back at another eventful week. Italy joined Greece on the teetering edge of economic meltdown and Berlusconi finally agreed to give up his part-time job running the country. Meanwhile media mogul James Murdoch was put in the pressure cooker once again and accused of being a mafia boss by a very brave Tom Watson. Back in the world of business Adobe finally waved the white flag to HTML5 and took the decision to pull the plug on using Flash on mobile devices. Or is it simply yet another social network to embrace and manage?

This is the week that was – Public bickering and mourning.

Earnest about B2B

It was not just big news for the tech industry but consumers all over the world – this week sadly saw Steve Jobs passing away, leaving behind a great legacy. Although the iPhone 4s did not wow the crowds who had their fingers and toes crossed for the iPhone 5, the forward thinking technology delivered by the new leadership at Apple shows signs of good times ahead. Here in the UK, while Liam Fox continued to bring his best mate along to every top secret meeting he could squeeze him into, we have been sifting through the top stories to share with our trusty following. Watch this space.

This is the week that was: When captain credit crunch reared his ugly head

Earnest about B2B

Another frantic week in Earnest HQ was littered with great content to digest and share. Last week saw worldwide economic issues put solidly back on the map. As Europe’s purse strings were stretched , here in the UK banks pondered the implications of their impending shake up and Roman Abramovich was left wondering whether that £50 million he splashed out last year was really worth it. From providing guidance on content distribution best practices through to the power of ‘value exchange’, the topic sparked some interesting discussions. Watch out for the endless ad mashups though.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

This is the week that was: When Apple lost its core

Earnest about B2B

It was the week where the world played hunt the Libyan dictator , Steve Jobs said a sad farewell to Apple and HP ‘did an IBM’ But whilst Arsenal’s defence slept, the world of B2B marketing was positively thriving. ‘Seismic Shift in Silicon Valley’ of the Week. There were big announcements a plenty as HP made public its plans to sell its PC business,bin the tablets and buy Autonomy , Britain’s biggest software firm. No big deal you may say. HP hopes it’ll extend the company’s engagement in the enterprise space – and ultimately, profitability.

This is the week that was in b2b – history in the making

Earnest about B2B

It was certainly a week for the history books. From the phone hacking scandal that brought down the 167 year old British red top to the 135 th and final Space Shuttle launch, we had it all. But what will history remember in the world of b2b? In all honesty, not a lot, but here’s the Earnest take on the last 7 days. Useful report of the week. You may have seen Forbes’ Digital C-Suite report – 18 months old but still a worthwhile read. Now hot on its heels follows the equally enlightening: ‘ Video in the C-Suite ’. So what? Download your free copy here. Infographic of the Week. Heavy stuff.

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This is the week that was: ‘If you want the rainbow, you gotta put up with the rain’

Earnest about B2B

From heat waves to thunderstorms, last week saw it all. As the tirelessly angry public sector workers decided to strike and march on the streets of London, the unstoppable Novak Djokovic lifted the gold trophy at Wimbledon, while Google quietly rolled out their newest attempt to take on Facebook – Google+. Things were not quiet at Earnest HQ while we kept our beady eye on the world of B2B. Here is our take on what happened. Hitting them for 6. This week saw another pitch come good, keeping the Earnest client winning streak going strong. Blog post of the week. Branding quandary of the week.

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This time it’s personal

Earnest about B2B

It was way, way back in 1993 that Don Peppers and Martha Rogers published ‘ The One-to-One Future ’. For marketing practitioners everywhere, it was (and arguably still is) essential reading – introducing concepts such as ‘mass customisation’ and  encouraging us to manage customers rather than products or services. We were promised that One-to-One marketing would increase the value of our customer base by establishing a learning relationship with each and every customer. So fast forward 18 years, you’d have hoped we would be living the dream, wouldn’t you? Back then we had excuses.

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.