Earnest about B2B

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You don’t need to be a start-up or Google to innovate

Earnest about B2B

And finally, Amazon’s Harry Davies’ wonderfully titled talk “If only I didn’t have to update this status report, I’d be really innovative”, gave tips and advice on how marketers can do things differently, whatever their company culture. 12 learnings from ‘Perk Me Up’ – Earnest’s first marketing innovation breakfast. Innovation. It’s a word bandied around a lot in marketing these days.

7 key takeaways from The State of Inbound 2016

Earnest about B2B

What are your company’s top marketing priorities over the next 12 months? Thinking specifically about inbound marketing projects, what are your company’s top priorities? Inbound has been gathering pace, as buyers are becoming more and more immune to traditional marketing and push tactics and marketers embrace new approaches. Video content is top of the content agenda for C-level.

25 things I learnt at the LBS Global Leadership Summit

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How much time do senior managers in large companies spend thinking about the mid-to-long term? What 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. Researchers have shown that Moore's Law is no longer true. Leadership needs to be reimagined.

22 things we learned at the Festival of Marketing 2015

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Companies are no longer competing against each other, they’re competing against speed” Jeremy Waite, Salesforce. “90% of the world’s data has been created in the last 12 months… [meaning there’s potential for a] company the size of Google to be created every 4 days” Jeremy Waite, Salesforce. How do you get generation Tinder to swipe right? They’re brutal and disloyal. Or drink tea.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Innovation from the inside: Building Event Wallet

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Attendees to the event were there to learn new insights, gather information and make new contacts, not get the hard sell at every stand they attended but despite 1 in 3 business buyers attending live events, just 8% of event marketers say their company has cracked developing relationships, closing deals and acquiring customer insights. ‘I’ve got an idea for an app.’ Here was the rub. Event

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Don’t hate the player – an introduction to gamification

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However, since the hype began to develop around the subject a few years ago, a number of companies have tried gamifying their offerings clumsily, or even cynically – usually attempting to trick users into earning useless achievements and trophies. "You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein. and Nike’s NikeFuel band.

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

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Zendesk’s research shows that as consumer get more tech savvy, 67% of survey respondents said they’d prefer to self serve information than have to speak to a company representative. 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.

Lean, mean and keen on inbound marketing? Earnest’s new sister company woO could be for you.

Earnest about B2B

With this in mind, we’ve established woO , as a new sister company to Earnest. And with our new sister company, you could say we’re now able to woO as well as wow. woO who? Here at Earnest we’ve been fanatical about inbound marketing for some time. Introducing woO Marketing. Services include: Inbound marketing appraisal. Strategy development. Search optimisation.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

The not-so-secret formula to B2B website UX

Earnest about B2B

Long gone are the days when companies could get away with listing company or product information – using their sites as a company brochure. Company brochures have also become less popular. I, for one, have no interest in who the exec team are at Slack. What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage?

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Putting the tea in team: brewing a successful marketing team

Earnest about B2B

And treating these ingredients well is important too – highly engaged employees are 39% more likely to have above-average productivity than the average worker, and companies with happy staff may outperform the competition by 20%. "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.

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

Earnest about B2B

Companies with a particularly strong digital identity can really surprise and delight their customers with an analogue message; see some rather marvellous examples we developed for Google on our website. There’s an online survey, she says, on Buzzfeed. So this has me thinking – what pitfalls are there in the world of B2B marketing? B2B Marketing

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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. For marketers, this means creating regular quality content such as a company blog. Back on the market or going to market? Conclusion.

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5 tips to amplify your YouTube video and get more views

Earnest about B2B

Use all your available channels; Twitter, your company blog, Facebook (if relevant), your website home page, LinkedIn, G+ - these are typically good places to start sharing any B2B creative. . 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. But fear not, there is hope for your video.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

Earnest about B2B

Traditionally the good old tellybox has been the number one broadcast advertising platform for many companies who, working with media planning agencies, select particular programmes or timeslots in which to advertise. Particularly for smaller businesses and B2B companies, it gives them the opportunity to simultaneously reach much wider, but much more targeted, audiences.

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

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nice theme park full of dinosaurs for everyone to look at, and before you know it the raptors are testing the fences and you’re hiding in the kitchen with your sister and a ladle for company. The importance of context in social media marketing. So what’s all this got to do with social media, I hear you ask? Well, marketing in some ways is a bit like making dinosaurs. Shock! Horror! Horses?

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Marketing Personalisation with the Father of the Bride

Earnest about B2B

Customers need to feel that their data is secure and being used to benefit them and not just benefit the company. Data needs to be collected transparently and with consent, it can be annoying or worse still, creepy, to be served ads or sent emails and not be sure how they company got hold of your personal information. Or at the very least he was very, very funny. Well, sort of.

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

Earnest about B2B

Suffice to say, a company update telling them that Neil from Accounts has just had twins probably isn’t what their looking for. Does e-mailing cold data really cut the mustard? So what’s the first step in unlocking the value of your new data? You need to accepting that with bought in data what you’ve got is only part of the picture. Watch this space. B2B Marketing

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

So, we provided a free bespoke review of a company’s recruitment and retention processes in exchange for a little bit of information on our customers. 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.

Michelin Guide - The greatest piece of content marketing ever devised

Earnest about B2B

All from a tyre company – who’s brand is now mentioned every day, across the world because of it. Looking for one of the best examples of content marketing? Try looking back 100 or so years. It’s been said (we may have even let it slip ourselves) that content marketing was the big buzz word of 2013. The two were inextricably linked. And more cars = more tyres. Genius.

22 reasons you know you work in B2B marketing

Earnest about B2B

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. 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. 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.

Employee engagement using iBeacons: The Misys case study

Earnest about B2B

Our task was to create an army of brand ambassadors across the company - informed, educated and inspired as part of a programme to launch the new Misys brand. Who said innovation was the sole domain of B2C marketers? At the turn of the year - in the usual round of predictions for things to watch in 2015, proximity marketing was not short of mentions. Content marketing

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

Earnest about B2B

The interesting part of the campaign is that, being frank, most companies’ efforts to do B2B on a global basis usually ends up being either: Dull. It’s the same feeling but tenfold if you leave your tablet at the airport and it gets hacked and your company compromised. B2B campaign + Global = tricky (but rewarding…). In short, quite a big beast. Not nice. See it.

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5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

Lots of companies want to have an “inward facing” (as opposed to outward facing) approach on their website, and this is a good way to achieve this and understand more about your customers. Humans are ‘informavores’ after all. We need information to survive. What’s all this then? recently attended a day all about Information Architecture (IA) put on by Akendi. Key principles of an IA. 1.

Get off the Content Marketing gravy train

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Unable to discern any difference between one company’s point of view and the next – stumbling from one bland piece of content to the next. 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. You choose.

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

Earnest about B2B

According to Social Media B2B , companies that blog generate 67% more leads per month than those that don’t. By raising brand awareness and demonstrating industry expertise, companies have been able to engage an average internet user and transform them into a committed purchaser. Simple’. Alfie Deyes has taken the virtual world by storm with his ‘Pointless Blog’ vlog (aka video blog).

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The Panini Sticker: Probably the best content marketing in the World

Earnest about B2B

The Panini company was established way back in 1961 – and published its first World Cup sticker book for the Mexico 70 World Cup. Or a situation where every employee has their own sticker rather than business card, that people internally need to collect in order to complete their company album? A look at the sticker phenomenon that''s taken the world by storm. You bet it does.

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

Earnest about B2B

From the Irish start-up wake at SXSW to Jonathan’s company moving from gaming to banking, you have to realise when to let things go and move on to the next venture or opportunity. The week before last, a band of our favourite clients descended on Earnest for Perk Me Up – our marketing inspiration event – to chew the fat (as well as the odd croissant) and be inspired. Who did we hear from?

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This is the week that was: Apps, hacks and content marketing advice

Earnest about B2B

Here’s an overview of all things B2B Marketing that have made us sit up straight, c**k a Roger Moore-esque eyebrow and take note in the last 7 days: App of the week: Team communication platform, Slack , creates a Facebook -style forum tool for projects within companies. February is a short month but there’s been loads of interesting stuff flying about this month. Just me, then.

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

Earnest about B2B

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 Augmented and Virtual Reality – this time we know it’s for real
. > What’s the difference? Technology b2b mobile b2b

When brand enemies unite: Big Blue takes a bite of the Apple

Earnest about B2B

It sees IBM not only selling iPhones and iPads into big business – but both companies working together to develop more than 100 ‘end-to-end mobile solutions’ Who’d have thought it? position in the BrandZ top 100 most valuable global brands list, profits at both companies have been stagnating of late. What happens when two big brands with history join forces?

Parlez-vous B2B? The dangers of using jargon in your marketing

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Is this a person talking or a company? The 18 th Century French philosopher, Etienne Condillac , observed that “every science requires a special language, because every science has its own ideas.” As a respected member of the ‘Enlightenment’ movement and author of a number of books on epistemology , Condillac certainly knew his stuff. rude awakening. See for yourself…. Can’t.

This is the week that was: Long live marketing

Earnest about B2B

The city''s 326 advertising signs, including 64 billboards, will be removed between January and April next year and its contract with JCDecaux, the world''s leading outdoor advertising company, will be cancelled. As we shine up the newest awards for our half green table , it’s onwards and upwards with another reflection on this, the week that was. Article of the week. Backlash of the week.

Brand high jinx and what you can learn from Paddy Power's Mischief Maker

Earnest about B2B

It became the most complained about ad of all time (3x more than the previous holder) and 125,000+ outraged people signed a petition against the company. The inside track on the Paddy Power Mischief Team''s marketing strategy. Earnest was out in force at this year’s Another Marketing Conference yesterday – and a stimulating shindig it was, with interesting speakers galore.

This is the week that was: It's been emotional

Earnest about B2B

To help us get into that mind-set, Fast Company wrote a piece on the random events that sparked 8 of the biggest start-ups. A weekly round up of the best content in the world of marketing. In the week in which we were crowned ‘b2b marketing agency of the year’ at the Drum Network awards, we crammed our heads full of interesting b2b goodness. Slideshare of the week. Enjoy and share away.

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For the love of your customers: How a free coffee can make all the difference

Earnest about B2B

Rather than introducing a loyalty card like the rest of the competition, free giveaways have become company policy at Pret – to the extent that some 28% of customers apparently felt the benefit in the last year. “No worries, this one’s on us today.”. Not just a product or service, but a company that understands them and their business. It may have been a humble coffee – rrp.

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The Earnest Christmas kidnapping

Earnest about B2B

The company de-camped to the bar at the appointed time, ordered drinks and waited within the wood paneled walls of The Social to find out what on earth was going on. What ensued was an afternoon of excitement and intrigue, courtesy of Kill the Beast , a London-based comedy theatre company with a penchant for the absurd. Last Wednesday Earnest was kidnapped. text arrived around 10am.