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. Sit back – this is the week that was in B2B: ‘Wolf’ of the week…. B2B Marketing b2b B2B latest newsYes, really. Doing a GE’ of the week…. years.

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

Earnest about B2B

You’ll start the year cynical about the role of chatbots in B2B, then you’ll realise. _ You will attend a B2B marketing event where someone will in all honesty tell you that content marketing is the next big thing. _ 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. Any takers? _

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. Not your ordinary B2B campaign. B2B influencers’ of the week. …go Whatever next? Really ?

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. B2B trendspotter' of the week. AI tools for B2B marketers' of the week. B2B Marketing b2b B2B latest news

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

How to improve your luck: 4 simple tips

Earnest about B2B

B2B Marketing Behavioural Economics “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 In my head, however, I was thinking “ I bloody well would like some luck – who wouldn’t want a comfortable crash mat of unwarranted serendipity?

The new Superpowers: CCS Predicts

Earnest about B2B

5G will all be about the B2B opportunity. To monetise 5G, the operators are going to have to look to B2B and machine-to-machine applications – rather than the consumer. 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. Those that ignore it will fail.

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

B2B MarketingWhat 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.

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. Our Oracle 'Owning the day' campaign was also nominated.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

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. But the real killer reason is something that stares us in the face all the time in B2B. And that is why emotion in B2B is so important a topic. Persuade. Because that’s what we’re here to do, every day.

Happier Living with Traces or more SoMe skepticism?

Earnest about B2B

B2B Marketing TechnologyCan 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. Now that’s a brilliant thought.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

B2B Marketing Creative 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. The challenge. The idea. Cost saving? On it.

The not-so-secret formula to B2B website UX

Earnest about B2B

What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage? User experience b2b uxThere are obviously loads of things that can influence the answer to this question. In this post I’ll try to give a few tips to getting started. What’s your website even for? Your exec team bios aren’t that interesting – sorry. Which is a good thing.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Five tactics to convert page visitors into leads

Earnest about B2B

Content marketing User experience design b2b uxDriving 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% Be iconic.

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22 things we learned at the Festival of Marketing 2015

Earnest about B2B

The festival brought together speakers from across the marketing spectrum to share their experience and insights in areas such as B2B, content marketing, social media, tech innovation, and many more. B2B Marketing Events Brand innovationAnd, of course, there were also two luchador wrestlers from the north and a seven foot tall Viking with inch-long nipples. Neil Davidson, HeyHuman. [In

Essential benchmarks for B2B marketers

Earnest about B2B

Vital statistics, benchmarks + best practice guides for B2B marketers. All the vital statistics and B2B benchmarks you could ever need in one handy little e-book? We won’t bombard you with facts and percentages here, instead we’ll let ‘Essential Benchmarks for B2B Marketers’ speak for itself. B2B b2b social media Content marketing marketing benchmarks

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

Earnest about B2B

So this has me thinking – what pitfalls are there in the world of B2B marketing? Therefore, I present to you, the Earnest Handbook of B2B Etiquette and Propriety: Pronunciation: An easy one to start with - the ‘2’ in B2B is soft like ‘to’, so don’t make a dilettante of yourself by over-emphasising it. B2B Marketing There’s an online survey, she says, on Buzzfeed.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

The seven commandments for a successful rebrand

Earnest about B2B

See the fruits of our labour when rebranding DX (winner of Best B2B Brand Initiative). 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.

You have a new match! Online dating tips for the B2B inbound marketer

Earnest about B2B

Similarly, there are millions of customers worldwide looking for B2B products and services online who are increasingly hitting the Internet to find them; 86% of companies say they now sell online to customers who used to purchase from them only offline. B2B Marketing Content marketing Back on the market or going to market? Hot tips from Earnest! That steamy, post-gym topless selfie?

The best presentation slide in history* (tribute)

Earnest about B2B

The good news is that this isn’t really a secret to b2b marketing. B2B MarketingA 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.

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B2B Summit 2014. Crunched.

Earnest about B2B

The message coming out of the 2014 B2B Summit was clear – marketing continues to change, and it’s keep up or bite the dust for today’s CMOs. Most of all, content is still the big buzz word for b2b marketers. B2B Summit Crunched 2014 from Earnest All the best quotes and stats from the #b2bsummit14 in one handy slideshare.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

Earnest about B2B

Particularly for smaller businesses and B2B companies, it gives them the opportunity to simultaneously reach much wider, but much more targeted, audiences. B2B Marketing Social media Content marketing “By the time you finish reading this sentence, users around the world will have uploaded another eight hours of video to YouTube.”. Communities of millions and brand new stars.

This is the week that was: Behaviours they are a changin’

Earnest about B2B

B2B Marketing 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.

Your invitation to Experiential Lab

Earnest about B2B

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. Events earnest labs b2b events earnest experientialAs 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. 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’.

Don’t hate the player – an introduction to gamification

Earnest about B2B

B2B Marketing"You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein. I 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. We’d tell her with sulky indifference that it was too hot, we were too tired, and we’d do it tomorrow.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

What does a great B2B marketing email look like?

Earnest about B2B

Best practice for B2B marketing emails. So, more specifically, what does a great B2B email look like? And, if that isn’t enough of an incentive you’ll get a higher click to open rate on a mobile than on a desktop in B2B – 17.6% It can be cost effective, personalised and easy to measure. But here’s the thing, you need to get it right. on a desktop.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

We popped in the copy from the ‘About Us’ section of the top five B2B brands (and the top upcoming B2B startup for good measure) and saw what Watson had to say. 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?

Innovation from the inside: Building Event Wallet

Earnest about B2B

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. ‘I’ve got an idea for an app.’ How many times a day do you hear that? I stood in the middle of the exhibition centre. I looked around at the wandering eyes of the sales people on the stands.

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Lessons from the Mad Men

Earnest about B2B

B2B Marketing Creative What marketers today can learn from 1960’s Ad Land. You don''t know how to drink. Your whole generation, you drink for the wrong reasons. My generation, we drink because it''s good, because it feels better than unbuttoning your collar, because we deserve it. We drink because it''s what men do.”. Be brave, be different. We need to embrace technology, not fear it.

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A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Crafting an effective, award-winning global B2B campaign - case study

Earnest about B2B

B2B campaign + Global = tricky (but rewarding…). It was then a great opportunity to present this, with Kaspersky, at the B2B Marketing Summit 2014. The campaign is a full on global B2B marketing campaign for Kaspersky Lab. So, here’s my view (from working with Kaspersky over the last 2 years) on how to make B2B + Global = lovely (and highly effective).

22 reasons you know you work in B2B marketing

Earnest about B2B

You know you work in B2B marketing. 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. 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. When the most talked about campaign in your industry features a washed up actor balancing on two trucks. When you've convinced yourself that being given a multi-million pound campaign budget to play with would be frivolous. B2B-ers, over to you.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Ensuring your team is up to speed on the latest tech developments can give you and your clients the competitive edge in the marketplace – particularly as 44% of B2B marketers believe the current technologies used are insufficient for scaling content marketing needs over the next 1-3 years. B2B Marketing"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? It will be like tea, but it won’t be tea. Scum bags. Jesus, get it together Pete. Get the tea bag right.

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5 tips to amplify your YouTube video and get more views

Earnest about B2B

So here are a few pointers to help get your B2B marketing videos up the search rankings and out onto your prospective customers’ desktops, phones or tablets. Here’s 3 we think are great (not just because we made 2 of them, ahem!): Vital Statistics for B2B Marketers (part 1). Vital Statistics for B2B Marketers (part 2). B2B Marketing Social media Content marketing Technology

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

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all