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

Once this was the standard for any business brand campaign launch. With the influx of lean start-ups and disruptive businesses, established brands realise that they need to do things a little differently. Prior to launching their big idea campaign ‘The Small and the Brave’ , they set up Hiscox Informed – a content hub aimed at providing expert advice to small businesses.

Be ashamed, very ashamed: the power of behavioural psychology

Earnest about B2B

Being located at the heart of the busy London metropolis is great. How one carefully designed sign stopped the dumping. couple of months back, here at Earnest, it dawned on us we had a problem. However, it also has some drawbacks. Most days we were arriving at work to find the detritus of city life quite literally on our doorstep. Half-eaten kebabs. Broken office furniture. So why?

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

Earnest about B2B

For example, our clients here at Earnest are busy people. For more on uncovering hidden content in your business, download our guide to unlocking the content dungeon. 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? Stick to the plan.

Five tactics to convert page visitors into leads

Earnest about B2B

What works for Amazon or Apple might not be effective for your business. Driving 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.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

The future of business under the spotlight. 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. 73% of GLS attendees think that governments and regulators are not creating an environment conducive to global business. 6. What if? Leadership needs to be reimagined. B2B Marketing

Your invitation to Experiential Lab

Earnest about B2B

There are a lot of ways to do this, and lots of great businesses out there that can help you do it – you may just need a bit of inspiration to find the right ones. As 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. 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. Look forward to seeing you there.

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

Less ‘wellies and MDMA’ and more ‘business cards and Beaujolais’, the event still ambitiously promoted a genuine festival feel for the 3,000 attendees, complete with headliners (Lord Alan Sugar, astronaut Chris Hadfield, Atom Bank's Anthony Thompson, and Monica Lewinsky), street food vendors, multiple stages, and a raucous after-party ‘Disturbing the Festival’ with Tinie Tempah.

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Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

Picture it, you’re a small(ish) business. And there you have it, the idea that helped us launch Canon’s new range of printers, designed especially for small businesses. The big question, how to create stand out in a market where selling on speeds and feeds is the norm – creating a campaign that would get traction with distributors, resellers and their small business customers alike?

Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

Using the power of emotion: B2B Marketing Awards campaign case study

Earnest about B2B

Business decision makers still need to justify their decision to invest in your product, or even spend time researching you, so marketing needs to satisfy their implicit and explicit goals. As Jean-Louis Barsoux wrote in his book, ‘ Funny Business ’, ‘ Humour puts the audience in a relaxed and warm frame of mind, in which it is more attentive to what is being said’. And we did it.

The seven commandments for a successful rebrand

Earnest about B2B

By working out your brand framework – be it monolithic, endorsed, free-standing or hybrid – you will cover product strategy, customer segmentation and business strategy. Thereby raising the strategic importance of the rebrand – from ‘simply’ marketing planning – to the highest level, as it is intrinsic to the future plans of the business. You usually know when it’s time for a rebrand.

The best presentation slide in history* (tribute)

Earnest about B2B

As part of the business of persuasion, numbers and data are compelling tools. If you can make a statement about a business or a process or any issue really, and back it up with a data trend as evidence, you become pretty hard to argue with. 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.

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

Earnest about B2B

In such a busy marketplace if you aren’t offering something of value to your audience – something interesting – then what reason do they have to engage with you? Ed Butcher - Square Meal's Head of Online shared some great insights into some of the top social trends at the moment and what this means for businesses and event planners. What happened inside? Hmmmm. Is video the answer?

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

And are they worth businesses sniffing their noses at? While the actual design of the app is not quite as pleasing on the eye, Meerkat does have some great additional features that could particularly benefit businesses. Here are five ways I think businesses could use live streaming apps. But what are they all about? Here’s what happened. First up, Periscope. Simple as that.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

But what does this corporate nonsense really say about a business? Powered by Watson , the tool uses ‘a spectrum of cognitive and social characteristics’ to analyse a block of text in order to determine the personality of the author (or in this case business). And you are energetic: you enjoy a fast-paced, busy schedule with many activities. Thought IBM wasn't compassionate?

Helping Brixton Prisoners Bounce Back

Earnest about B2B

Most of their funding came from businesses and government funding. As well as engaging the public we wanted to target businesses and potential big donors to help bolster the campaign. When we started working with the charity Bounce Back, we had no idea of the scale of the issue they were trying to tackle. How can we help? So how did we do it? Because Life’s too long.”. What next?

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

Earnest about B2B

Thought of the week: Look busy everyone! In this piece from the New Statesman , it’s suggested in the ‘acceleration society’ we live in, the less you achieve, the more important it is to look busy. Therefore the winners are those who tell everyone how busy they are. Did you see that loud, cold, blurry thing that just whizzed past at 100 miles per hour? That was January. link].

Innovation from the inside: Building Event Wallet

Earnest about B2B

Here I was surrounded by businesses, spending one fifth of their budget on face to face events, giving out printed brochures and limp one page product sheets. ‘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. Something didn’t feel right. Here was the rub.

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Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

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

Earnest about B2B

This switch from managed to self-service is great news for businesses. But there must be a business case for it otherwise it wouldn’t exist. 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. Small things, eh?

Don’t hate the player – an introduction to gamification

Earnest about B2B

Gamification takes the data-driven techniques that game designers use to engage players, and applies them to non-game experiences to motivate actions that add value to your business. Stay tuned for some excellent examples of how gamification has helped some of the world’s top businesses fuel engagement and generate awareness. "You have to learn the rules of the game. Their excuse?

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

Especially in business. I’ll say that again – ESPECIALLY in business. For some time now, we’ve been told to campaign around ‘business issues’ So they will be issues such as (do feel free to add to the list): cost saving, productivity, business agility (What is that exactly? Persuade. Persuade. Finance directors doing the splits…?),

Lessons from the Mad Men

Earnest about B2B

In today’s fast-paced, frenetic business marketing world we’re almost drowning in emails, texts, WhatsApps, Skypes, Hangouts, PowWows and GoToMeetings. 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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Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

The not-so-secret formula to B2B website UX

Earnest about B2B

Don’t make me think Each task on a website should allow the user to get what they need (an answer/solution) and the host business to get what they need (a new customer/sale). People are busy. And critically if your competitor's site is easy to use, that's bad news for your business. There are obviously loads of things that can influence the answer to this question.

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

Earnest about B2B

Some potential misunderstandings are colourfully detailed in Earnest’s The Alt Dictionary for Businesses. And finally, handshakes: First impressions count in the business world – no one is taken seriously when their handshake feels like a sad octopus looking for a mate. There’s an online survey, she says, on Buzzfeed. Responsiveness is a necessity in 2015, don’t be seen without it.

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

Earnest about B2B

This was interesting from a business and personal point of view. 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. Abi Morgan was at AdWeek to discuss story-telling and she described this as a ‘live’ process, something which you can, and should, calibrate with your audience throughout the development process. Person 2: ‘Oh nice, where are you going?’.

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

Earnest about B2B

But by ensuring that you stand out, your strategy is focused, and that you’re learning from your experiences, there’s no reason that you can’t be crushing lobster claws with the love of your life, or converting hot business leads into sales, all through 2015. Back on the market or going to market? Hot tips from Earnest! That photo of you with the drugged tiger in Thailand? But hang in there!

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

5 tips to amplify your YouTube video and get more views

Earnest about B2B

But time and experience has proved it’s not that easy to get a million views if your video content is less “ Cat In A Shark Costume Chases A Duck While Riding A Robot Hoover ” and more “Get the most out of your business software package”. We all want our videos to go viral on the Internet, don''t we? YouTube is the second largest search engine on the Internet, full to the brim of content.

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

Earnest about B2B

So, Vlogging is big business. natural assumption is made here – that the best way to reach your business audience is through pieces of written text. This vlog was first started by Gary Vaynerchuk in 2006 to create buzz for his family’s New Jersey wine business. In 5 years the business was transformed from a $4million business into a $60million business.

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

Earnest about B2B

As the second largest search engine on the Internet and with three billion new videos uploaded every month, businesses are beginning to come around to the opportunities available to reach their audiences through advertising on YouTube. Particularly for smaller businesses and B2B companies, it gives them the opportunity to simultaneously reach much wider, but much more targeted, audiences.

Marketing Personalisation with the Father of the Bride

Earnest about B2B

"Although my schedule is very busy, I decided to take time out to write you a peronal reply". In fact, according to Janrain , a massive 77% of consumers would trust businesses more if they explained how they’re using personal data. 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.

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Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

Lessons from the Brixon Academy

Earnest about B2B

You will be recommended a lot of business books to read this summer. A lot of them will include fancy graphs. But few will give you as much real insight into business as ‘Live at the Brixton Academy ’ It’s certainly not sold as a business book. But among the rock and roll stories are some important lessons for businesses and their marketing strategies.

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Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

Ingeus , offers a unique fully-managed service model that focusses on relieving HR professionals of their recruitment burden – only putting forward talent tailored for a business. To put Ingeus at the forefront of busy HR and recruitment execs and drive volume recruitment. Our objective was to showcase the ‘talent’ Ingeus provide – and the benefits to businesses. Question.

22 reasons you know you work in B2B marketing

Earnest about B2B

When your first question is always 'what's the business model' regardless of context. 5. When 'business travel' means Welwyn Garden City rather than New York City. When you blow the equivalent of the campaign budget on the round of drinks to celebrate winning the business. 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 the most talked about campaign in your industry features a washed up actor balancing on two trucks. 3.

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

Earnest about B2B

Which businesses were early adopters on Twitter? Microsoft Business UK. TalkTalk Business. HSBC UK Business. O2 Business. It took 2 years (not too surprising) for big business brands to hop onto the Twitter train. It''s never too late - O2 business were late adopters but have built a large engaged network. And what were they saying 8 years ago?

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B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.