| | | Earnest about B2B | |  Customer + Process | 12 articles |
| Page 1 of 1 | Previous | Next | EARNEST ABOUT B2B SEPTEMBER 21, 2012  Why use social media? The business case. It’s no longer a case of you putting materials out and attracting customers. 2. Customers are out there researching. 21% of b2b buyers use social media at some point in the buying process. 3. Your customers are talking to each other and influencers online. 4. Your customers want you there. 1. The power has shifted. 6. It’s cheaper. | EARNEST ABOUT B2B FEBRUARY 8, 2013 Lessons to be learnt The internal education process rests on the marketing team putting their ears to the ground to know what’s going on out there. While getting your head around your industry and customer issues is great, if it isn’t effectively passed on to the rest of the business the task is largely useless. Whether it’s customer pain points, upcoming legislation or changing marketing trends – this stuff is important, and valuable to every person in the organisation. B2B B2B marketing Customer marketing 8 minute expert internal communications marketing and sales role of marketing | | | | | |
| EARNEST ABOUT B2B FEBRUARY 15, 2013 Another B2B blog: Tell me something I don’t know How are small cake shops engaging their customers online? It’s a therapeutic process with great results. There is nothing quite as tedious as reading yet another blog about what makes the perfect post. If I’ve read it once I’ve read it one thousand times. 600 – 800 words is the optimum. Always tweet about it on a Tuesday. And definitely start with a joke. Everyone loves a joke. It’s with great trepidation, therefore, that this blog post touching on that very topic is written. But don’t flick over to Facebook just yet. This is a rallying call. So where are we going wrong? Take it. | EARNEST ABOUT B2B MAY 13, 2011 Bridging the great Sales and Marketing divide Create a sales toolkit that’s fully in tune with their needs and where possible gives them the flexibility to tailor the contents to support specific opportunities (that is if they can be bothered – according to IDC , 57 percent of Sales people ‘are either NOT or only somewhat prepared for meetings with customers’). For example, there are now a number of online platforms available that based on a number of keywords and semantic principles, can automate the process of delivering daily sales intelligence to your execs. Fire up your browser. Wait 0.10 Marketing. Sales. What lead? | EARNEST ABOUT B2B JUNE 28, 2011 This time it’s personal For marketing practitioners everywhere, it was (and arguably still is) essential reading – introducing concepts such as ‘mass customisation’ and encouraging us to manage customers rather than products or services. We were promised that One-to-One marketing would increase the value of our customer base by establishing a learning relationship with each and every customer. The premise was simple, they tell us what they need and we customise our offering to meet it – in the process maximising ‘share of customer’ – building loyal and profitable relationships. | EARNEST ABOUT B2B AUGUST 4, 2010 Trending in B2B: Earnest’s Top Tweets in July With 9 out of 10 business buyers using search to begin the buying process, understanding the ins and outs of Google search has never been more important. Businesses can now interact with their customers on a personal level through a variety of channels, but with great power comes great responsibility. Getting closer to customers – the no 1 area of focus for the next 5 years for 88% of CEOs – [link]. For too long companies have been playing lip service to the customer being king. If you haven’t seen it so far – take a butchers. Are you ready? | | | | | | | |
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EARNEST ABOUT B2B | THURSDAY, FEBRUARY 10, 2011 The new 80:20 rule: Industrialising your marketing efforts to drive a better ROI
One Earnest client, a global IT service provider has committed to doing the very same but in the IT space – industrialising the way it delivers technology services to customers. Rather than building a bespoke solution for each customer from the ground up, they’ve developed reusable templates, based on industry best practice and their own experience of what works, so the solution is essentially 80% pre-built. They can then focus their time and efforts on the 20% that really matters – tailoring it to meet the specific needs of that customer. lot of process goes a long way. MORE >> -
EARNEST ABOUT B2B | FRIDAY, NOVEMBER 19, 2010 The Joy Of Pitching And Where It Can All Go Wrong
The pitch process: it separates the wheat from the chaff; the winners from the also rans; the successful from the just plain shambolic. Here’s the Earnest take on the good, the bad and the ugly of the pitch process – for agencies and clients alike: The long and the short of the brief. Importantly, it’s the start of the selling process. Whilst the brief may be clear, a good agency will first go out of their way to immerse themselves in the client’s business and market – talking to customers, prospects and influencers. The truth is – he’s not wrong. Okay, sounds good. MORE >> -
EARNEST ABOUT B2B | WEDNESDAY, OCTOBER 26, 2011 This is the week that was: Getting inside the minds of CMOs
And as BlackBerry grovelled to their customers with app handouts ; the business, tech and marketing world rumbled on. This week Marketing Profs looked at 6 rules for marketing to Europe , surrounding data in reflection of the new e-privacy directive – from ensuring data is lawfully and fairly processed to data not being kept longer than necessary. Infographic of the week: According to the Dachis Group a ‘social business’ is one that is alive with energy and big ideas – collaborative, authentic, customer-centric, trusted, open and real-time. Here are the highlights. MORE >> -
EARNEST ABOUT B2B | MONDAY, DECEMBER 12, 2011  This is the week that was: Searching for the answer
Despite the conflicting opinions on the use of Facebook for business to business marketing, it is rare today to find an organisation without its very own page – showing off its brand and allowing current and potential customers to interact with its people online. When planning a campaign, the element of search should be at the heart – after all 9 out of 10 business buyers say that when they are ready to buy they will find you and 93% of B2B buyers use search to begin the buying process. Social network development of the week. Good news for us marketeers. Search tip of the week. MORE >> -
EARNEST ABOUT B2B | MONDAY, DECEMBER 12, 2011 This is the week that was: Searching for the answer
Despite the conflicting opinions on the use of Facebook for business to business marketing, it is rare today to find an organisation without its very own page – showing off its brand and allowing current and potential customers to interact with its people online. When planning a campaign, the element of search should be at the heart – after all 9 out of 10 business buyers say that when they are ready to buy they will find you and 93% of B2B buyers use search to begin the buying process. Social network development of the week. Good news for us marketeers. Search tip of the week. MORE >>
- This is the week that was: When captain credit crunch reared his ugly head EARNEST ABOUT B2B | TUESDAY, SEPTEMBER 20, 2011
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