Earnest about B2B

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The best presentation slide in history* (tribute)

Earnest about B2B

This brings me to the best slide ever**. A 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. Be compelling. Prove your point. E.g. N.B.

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The Seven New Content Commandments*

Earnest about B2B

Continually refine and optimise your content for the best results, even as someone is reading it. *that you may or may not want to pay attention to. Jonathan Swift once said, “Satire is a sort of glass wherein beholders do generally discover everybody's face but their own”. But whose face do we see when we stare deep into the eyes of content in the twilight weeks of 2016? 1 - Snackable content is dead, long live the Sunday roast. You know how snacks are good? Like, everyone enjoys snacks. Pringles. Cherry bakewell slices. whole cantaloupe melon. You know what is better than snacks?

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

Earnest about B2B

Needless to say, the campaign was a huge success helping contribute to their best ever sales year (you can read full details here if you have the time) and the hub has evolved as the audience has grown. Do you recognise the following checklist? Press release. Internal desk drop leaflet and PC ‘wobblers’. Overly-complicated sales decks and message houses. smarter approach from IBM.

A guide to content curation. Where can I find shareable social content?

Earnest about B2B

Content curation is basically taking other people’s content that’s already out there and either summarising it helpfully (pointing out the best bits) or using it to substantiate an opinion or comment. How can we keep the content monster fed and happy? Their made-up homonym , not mine. Like others, I’m guessing, my first thought was “I wonder what an evangelist does on a day-to-day basis?

Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

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. He’s often out on his long boat so UOB’s mobile alert function is perfect to help him move fast and seize the best opportunities wherever he is in the world. It''s easy to forget that bankers have feelings too. Cue our campaign for ACI’s Universal Online Banker. And we did it. The How.

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

Knowing that 75% of exhibitors do not follow up leads, we took advantage by quickly ‘crunching’ all the best quotes, stats and facts from the day into a slideshare document and sharing with new contacts straight after the event – helping us keep up the conversation. If you were at Event Tech Live this week it’s very likely that you’ll have bumped into Oscar the Robot. So how did we do it?

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.

The Post-it note: a short story about user experience and innovation

Earnest about B2B

You take your Berol Handwriting Pen ™ and, in your very best and most grown up handwriting (just like you’ve been practicing), you write the words: “Buy chipotle sauce”. What can we learn about UX from sticky bits of paper? The humble Post-it note. One of life’s great inventions. You are, aren’t you? Go on; imagine the curl of the paper. The soft resistance of the glue. Man that’s pleasing.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Events for #Eventprofs – are they worth the time out of the office?

Earnest about B2B

Now in its 11 th year, the show features over 250 venues, event suppliers and expert led sessions, all ran by Square Meal, the UK's Independent Guide to the Best Restaurants, Bars and Venues. Reviewing and recommending venues and restaurants is obviously what the organisers are best at, and I wasn’t disappointed in their ‘ Best New Restaurants’ and ‘ Best New Venues’ sessions.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

And you like to set your own goals to decide how to best achieve them.". You consider independence to guide a large part of what you do: you like to set your own goals to decide how to best achieve them.". And you are trusting of others: you believe the best in others and trust people easily. How do you get to the heart of a company? Thought IBM wasn't compassionate? link].

Don’t hate the player – an introduction to gamification

Earnest about B2B

At its best, it blends strategy with a scalable platform that has the power to motivate ongoing engagement. So with audiences already happy to spend leisure (and work) time playing games, together with an existing climate of experimentation around format and approach, potentially the best of gamification is still yet to come. "You have to learn the rules of the game. Their excuse?

5 everyday terrible user experiences (and how to avoid them)

Earnest about B2B

Forms – best practice exists. Follow best practice wherever you can. If you’re going to offer users self-service information, you need to get with the programme. More and more of our day-to-day processes are now being designed so that we (the users) can complete them online. And we love it. We love being in control (or at least feeling like we are). Small things, eh? Please use 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? There 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. People are busy.

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Lessons from the Mad Men

Earnest about B2B

VW Beetle sales went through the roof, the core idea lasted for more than two decades and it was voted the best campaign of all time by Advertising Age. 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. We drink because it''s what men do.”. Be brave, be different. B2B Marketing Creative

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Putting the tea in team: brewing a successful marketing team

Earnest about B2B

The best marketing teams champion the tangible benefits of bringing pioneering specialists and the best third party suppliers in to supplement their own talents. "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? And I hear him making the noise ‘tea’, and his lips making the right shapes, but I know – I know – that what’s coming back won’t actually be tea. 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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The Panini Sticker: Probably the best content marketing in the World

Earnest about B2B

A look at the sticker phenomenon that''s taken the world by storm. You may not have noticed but an epidemic has been sweeping the globe these last few weeks. It’s afflicted children and adults alike – in fact a surprising number of grown men. And it will all pass in no less than a month. Because this is the world-wide phenomenon that is the Panini FIFA World Cup Sticker. Yeah, right.

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5 tips to amplify your YouTube video and get more views

Earnest about B2B

You can choose the order your videos play in, so it’s best to follow up with something relevant. The best way to get them interested is to give them an exclusive opportunity to view and share the content ahead of it going out on other platforms. We all want our videos to go viral on the Internet, don''t we? But fear not, there is hope for your video. Try to use 3-5 keywords per video.

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

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

Earnest about B2B

Maybe ‘Whosthedaddy69’ isn’t the best profile name? Back on the market or going to market? Hot tips from Earnest! Although the gentle art of downing your drink, checking your breath, and approaching an attractive stranger isn’t officially dead, the digitalisation of dating in the 21 st century has spawned a very different beast when it comes to courting. That steamy, post-gym topless selfie?

Why it’s high time for a Trip Advisor for Content

Earnest about B2B

Able to find the best ranking content in that field. Where buyers and prospects can find the best, most useful content without the pain and disappointment they face today. An idea to separate the good, the bad and the just pain ugly in content marketing. Spare a thought for the consumers of content out there (aka. your potential buyers). Everywhere they look there are offers of help.

Marketing Personalisation with the Father of the Bride

Earnest about B2B

But marketing strategies need to focus on the customer’s needs, wants and preferences as well as what a marketer wants to achieve - and personalised communications will work best when they are addressing a specific need. "Although my schedule is very busy, I decided to take time out to write you a peronal reply". Or at the very least he was very, very funny. Well, sort of. Looking at rocks.

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A boxer, magician and writer walked into AdWeek: Lessons in marketing from other industries

Earnest about B2B

She’s best known for her films The Iron Lady, Suffragettes and Shame and her television programs such as The Hour – so she knows what she’s talking about. Adweek Europe featured a number of slightly unusual speakers and there’s something that can be learnt from them all. I’ve pulled together some of their pearls of wisdom and looked at how these are relevant to the world of marketing. ‘Be brutally open to change’– Abi Morgan, Screen writer. It was her openness to change and her view that the story is not something that she owned, or that was static that was interesting.

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. Does e-mailing cold data really cut the mustard? Watch this space. B2B Marketing

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

You will eventually get to a point in your digital strategy where it is fully optimised to get the best results. Trial and error is your best friend, don’t be afraid to give it a go. Taking the smoke and mirrors out of becoming a social media pro. recently attended a training course on everything social media. Quick wins to build a better social media strategy. Content Planning.

Michelin Guide - The greatest piece of content marketing ever devised

Earnest about B2B

Looking for one of the best examples of content marketing? The idea was simple: creating a guide for French motorists, including the best hotels and restaurants to eat and sleep on the readers'' travels, would encourage more people to get around the country – thus increasing the demand for cars. Try looking back 100 or so years. The two were inextricably linked. Genius.

What does a great B2B marketing email look like?

Earnest about B2B

Best practice for B2B marketing emails. Loads more of this sort of stuff – benchmarks, best practice guides, useful marketing stats – can be found in the Essential Benchmarks for B2B Marketers e-book. With the wide, and often marvellous, variety of ways we can reach customers it’s sometimes easy to overlook the impact a well-timed and lovingly crafted email can have.

Essential benchmarks for B2B marketers

Earnest about B2B

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

22 reasons you know you work in B2B marketing

Earnest about B2B

When there’s a category in your industry awards entitled ‘Best integration of sales and marketing’ that you’d actually like to win. 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. You know you work in B2B marketing. 1. 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.

B2B Summit 2014. Crunched.

Earnest about B2B

All the best quotes and stats from the #b2bsummit14 in one handy slideshare. There was certainly a lot to take in, so for the benefit of marketingkind we took down all the best quotes and stats from the day and crunched them all into one slideshare. And you can forget ‘digital marketing’ as a separate function – everything we do should have a digital element.

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Get off the Content Marketing gravy train

Earnest about B2B

To make matters worse, the vast majority of what’s being created is at best average, but all too often, just sheer bilge. Why too much content recycling and rehashing means it''s time for a rethink. Search ‘Content Marketing’ on Google and you get 361 million search results. And that’s just people talking about content marketing. Content is hot, hot, hot. But here’s the problem. You choose.

This is the week that was: B2B Marketing round up

Earnest about B2B

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. Blogging has always been the stalwart of the social media set – the pieces of content that were being written before people were even talking about content marketing. The blog still plays an important role in any marketer’s inbound strategy, but is every blogger the same? Take note. Listen of the week.

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

Earnest about B2B

natural assumption is made here – that the best way to reach your business audience is through pieces of written text. Every business strives to stand out from the competition by being best in their field. The Sunday Times magazine recently made a bold statement: ‘ if you haven’t heard of Alfie Deyes, then you are old. Simple’. So, Vlogging is big business. Islands in the stream(ing).

Pivoting, problem-solving and breaking the mould: 10 (and a half) learnings from Perk Me Up

Earnest about B2B

And finally, James Wood of Earnest Labs took to the stage to show us some of the best and most innovative examples of problem-solving solutions from the recent South by Southwest (SXSW) festival in Austin, Texas. Honesty really is the best policy. Who did we hear from? The theme this time around was ‘Breaking the mould’. So what did we learn? After all…. Playing it safe is never safe.

This is the year that was: B2B Marketing 2013 Crunched

Earnest about B2B

All the best, Earnest. All the facts, the stats, the quotes and more in B2B Marketing in 2013. It''s been another heady year for B2B marketers. Challenging, frenetic and exhilarating in equal measure. The facts show there''s now wide spread recognition that buyer behaviour has changed and savvy marketers are starting to adapt. This is the year that was in B2B Marketing crunched from Earnest.

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

Earnest about B2B

Cisco took to Twitter like a duck to water - and still leads the way in b2b social media best practice. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Today, Twitter is celebrating its 8th birthday. It seems strange that a platform so fundamental to marketing departments across the world was launched less than a decade ago. What was their first tweet?

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The night the claustrophobic giant pangolins earned their freedom: collaboration in B2B marketing

Earnest about B2B

By working together as a team, the initial unsophisticated panicking was soon overtaken by a flowing sense of cooperation and communication that allowed us to focus the best minds where needed. “Trapped, like a trap in a trap.” – Dorothy Parker. You know it is, we’ve all been there. Not for everybody, I know.

This is the week that was: it's beginning to look a lot like Christmas

Earnest about B2B

People perform best at tasks that interest them 4. Best use of Cuddly Toys of the Week. A quick look back at the week''s highs, lows and Paddington Bear related stories. Marketing call-to-arms of the week. It’s a good time of year to take stock of marketing activities– what’s worked well, what’s changed, where have we got it wrong? Lovely stuff. Ok, good. Well you should.