Earnest about B2B

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No more Big Bang: Why b2b brands are taking a new approach to launching ‘big idea’ campaigns

Earnest about B2B

For two key reasons : Because B2B buyers are more savvy – and cynical – these days. Culminating in one of the most successful B2B campaigns in history. The European B2B Marketing team had a strong positioning to take to market – the ‘Amplified Economy’ story – based around the future world of business, which is nearer than we might think. Press release. Go with your instincts.

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. Brevity is the soul of wit. Lower the drawbridge.

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. People don’t switch off their emotions when they walk into the office , so why do we remove all emotive messaging from our B2B campaigns? Proof emotion in B2B marketing can work even for the toughest of audiences. B2B Marketing Creative And we did it. The How. It worked.

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

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. Things always go wrong.

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.

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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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.

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

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.

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.

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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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

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.

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

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?

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.

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.

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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Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

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. 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.

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? stood in the middle of the exhibition centre. looked around at the wandering eyes of the sales people on the stands.

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22 reasons you know you work in B2B marketing

Earnest about B2B

You know you work in B2B marketing. 1. 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. 2. When the most talked about campaign in your industry features a washed up actor balancing on two trucks. 3. When you've convinced yourself that being given a multi-million pound campaign budget to play with would be frivolous. 4. B2B-ers, over to you.

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.

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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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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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% on a mobile compared to 7.0% on a desktop. It can be cost effective, personalised and easy to measure. You have 73 new emails.

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).

Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

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. 1. 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). But fear not, there is hope for your video. link].

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This is the week that was: B2B Marketing round up

Earnest about B2B

That is, so long as it’s used for the purposes of ‘caricature, parody or pastiche’ This week we looked at what this means for B2B marketers and if the art of parody would be the new king of content. B2B Marketing All the best bits in the world of marketing. As we come to terms with the fact that the sun has packed up his hat and left us, we keep our chins up and gather the best bits of news, views and insight that we have stumbled across this week. Article of the week. According to the Guardian this week there are four distinct style of blogger. Take note.

Velociraptors in the kitchen (or: the importance of context in social media)

Earnest about B2B

B2B Marketing Social media The importance of context in social media marketing. So, there’s a great scene in Jurassic Park where Dr Ian Malcolm, Jeff Goldblum’s character, accuses the dino-creating scientists of being “so preoccupied with whether they could, that they didn''t stop to think if they should”. So what’s all this got to do with social media, I hear you ask? Shock! Horror! Horses?

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Marketing Personalisation with the Father of the Bride

Earnest about B2B

There is no denying that personalisation should be considered a core tactic for marketers in B2B. B2B Marketing personalisation "Although my schedule is very busy, I decided to take time out to write you a peronal reply". Way back in the day (circa 1979-1987), before he made Father of the Bride and Cheaper by the Dozen II, Steve Martin was sort of a comedy god. Well, sort of.

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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.

Email marketing: Is emailing purchased data a waste of time?

Earnest about B2B

Sadly, when it comes to getting the best b2b response rates, it''s apparent that there’s no formula for 90%+ click-throughs or a theory for achieving 100% lead conversions but there are definitely some useful ideas that everyone can bring into their campaigns to make them more successful. B2B Marketing Does e-mailing cold data really cut the mustard? Watch this space.

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

B2B Marketing OK, so here’s the scenario. Question. What springs to mind when you think of recruitment agencies? Aggressive? Sales Driven? Commission Hungry? – Me too….or that was the case, at least, until Ingeus came along. The Client. The Challenges. To put Ingeus at the forefront of busy HR and recruitment execs and drive volume recruitment. Drive leads. So what was our message?

Should your business be vlogging? Can it fit into your B2B marketing strategy?

Earnest about B2B

But, should we feel any differently in the way that we approach our B2B marketing strategies? And why, when it comes to vlogging, are B2B marketers still yet to take the leap? At the same time, B2B marketers have recognised the need to adapt their outreach and digitise their marketing strategies. HOW VLOGGING FITS INTO A B2B MARKETING STRATEGY. Simple’. Get vlogging!

This is the year that was: B2B Marketing 2013 Crunched

Earnest about B2B

All the facts, the stats, the quotes and more in B2B Marketing in 2013. It''s been another heady year for B2B marketers. This Slideshare brings together a pick of the facts, statistics and quotes from the year - to hopefully provide a useful guide for B2B marketers of the year that was in 2013. This is the year that was in B2B Marketing crunched from Earnest.

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.