Earnest about B2B

Trending Sources

Eight years of top business brands on Twitter and their First Tweets

Earnest about B2B

Date set up: 29th Jan 2010. Date set up: 6th April 2010. Date set up: 19th May 2010. Date set up: 2nd November 2010. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Today, Twitter is celebrating its 8th birthday. When did they set up on twitter? What was their first tweet? And how many followers do they have today? Nothing. Cisco.

Email Marketing for different buyer personas

Earnest about B2B

Back in March 2010, when Earnest was but a 6-month old toddler, our very own Chris Wilson wrote about the value of personas and why B2B marketers have to think beyond job titles when it comes to figuring out the best approach to speak to their audience. Email Marketing for personality types - what''s the strategy? Navigation dominant. Tool dominant. Successful. Search dominant.

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.

What lies ahead: from the Wearables watershed to the Internet of many more Things

Earnest about B2B

All hail the streamers
. > We’re watching less broadcast TV (average 220 mins per day!) in UK v 242 mins in 2010. Last week, analyst CCS Insight hosted its annual ‘Predictions for 2016 and Beyond’ event. Jam packed with interesting thoughts on what’s going on in the mobile, media and internet industries – and what lies ahead, here’s what I learnt: We’re so over smartphones. 
 > Over 1.5b

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

Earnest about B2B

The fact is, of the 17m tablet computers sold in 2010 , some 15m were Apple iPads. 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. Apparently hashtags only work well when they’re relevant and naturally occur within the conversation but don’t at ‘huge conferences’ and for ‘extremely generic tags’.

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

Earnest about B2B

But first a minor disclaimer: our study was carried out over a week in mid-May 2010. 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. The results may surprise you. 370 tweets. Some 2.5k

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.

How do you get a 60% response rate from FTSE250 Finance Directors?

Earnest about B2B

Finance Directors and CFOs have got to be the pinnacle of ‘hard to reach audiences’ (with maybe the exception of the untouchable CEO). They’re busy. Senior. Cynical. And have an army of gatekeepers. And of course they hold the purse strings. The challenge we were given by PensionsFirst Analytics was straightforward, but far from a walk in the park. “We need to get meetings with CFOs of FTSE 250 companies. And we want to get in front of a quarter of them.&#. No easy task. But, we had a few things going for us. First off, an absolutely jaw-dropping proposition.

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. So, 2010 continues the theme, but brings an edgier feel to it, and (see below) a bit of much needed glamour. Bring on the competition… Tags: B2B B2B Social Media B2B awards B2B marketing B2B marketing awards 2010 Uncategorized B2B brands b2b creative social media

Chasing out the humdrum: The story so far…

Earnest about B2B

Tags: B2B agency of the year B2B awards B2B marketing B2B marketing awards 2010 Marcomms Agency of the Year B2B Agency of the Year B2B Marketing Awards

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.

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].

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.

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?

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        .

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?

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.

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.

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.

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.

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.

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 ].

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?

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.

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

Earnest about B2B

It may not be all doom as gloom though – Ovum predicts that between 2010 and 2015 the industry will be back on the rise, growing by 4.4%. Last week the National Office of Statistics released a report stating that mobile internet usage is reaching nearly 50% , up from just 31% in 2010. Another week brings a new plethora of interesting stories to mull over and digest. Wrong.

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).

Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. Thank you all for participating in this blog - I learned a lot from our discussions this year. See you in 2011

Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). They are raving about Eloqua 10. Overall.

Best of 2010 – 13 Twitter Tips for Increasing Engagement


2010 in Review! original on increasing engagement posted October 18, 2010) A major frustration for people trying out Twitter for the first time is figuring out how to get anyone to respond. We’re posting the best articles from the year to help you get 2011 off to the right start! They set up their Twitter account, tweet a few times and wonder why no one responds.

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Best Social PR Guides and Tips of 2010 (So Far)


Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far. Social media has fundamentally altered the practice of public relations. And as any blogger can tell you, PR pros understand this, as witnessed by the incredible increase in blogger outreach “pitches&# from corporate PR departments and firms over the past two years.

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The State of the Blogosphere 2010

delicious b2bmarketing

Brian Solis Home Articles Business – Marketing PR 2.0 – New Communications Social Media Speaking Books Appearances About The State of the Blogosphere 2010 December 13, 2010 View Comments The question we ask ourselves when examining the state of the blogosphere is whether or not the cup is half full or half empty? If drinking from the glass, it is then half empty. startups.

50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far)


You’ll find the answers to these questions and many more here in 50 of the best Twitter tools, posts, how-to guides and rants of 2010 so far. Brian Solis provides a wealth of statistics that answer these questions and more, e.g., 87% of Americans said they were familiar with Twitter in 2010, up from just 26% in 2009. So what are the best ways to use Twitter for business? Crabs.

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