Earnest about B2B

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

Earnest about B2B

Top tips: Speak to and listen to your customers: use experience of who buys your product, engage with them and use social listening software to build a picture of what they’re interested in. But it’s a good process to go through for key targets. How can we keep the content monster fed and happy? Their made-up homonym , not mine. That’s where content curation can be the answer.

Five tactics to convert page visitors into leads

Earnest about B2B

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. And that’s reflected in the fact that most customers think that the quality of a product’s image is more important than product-specific information (63%), long descriptions (54%) or ratings and reviews (53%). #5. Brevity is the soul of wit.

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

Earnest about B2B

They power electronic payments and banking for more than 5,000 financial institutions, retailers, billers and processors around the world processing $13 trillion in transactions every year. The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014. It''s easy to forget that bankers have feelings too. Cue our campaign for ACI’s Universal Online Banker.

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. There are some quick and cost-effective wins: Survey your customers – simple tools are available to gauge your customers’ feelings on your brand, and to also validate your decisions throughout the process.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

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

Earnest about B2B

Apps like Tinder, Plenty of Fish, and happn provide people with a constant background recreational method of dating, a gamified approach that makes the process more akin to online shopping or Pinterest. Companies that blog generate 67% more leads per month than those that don’t, and 82% of marketers who blog on a daily basis acquired a customer from it. Hot tips from Earnest!

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

The protracted process of opening the piece mirrors the various stages – shortlisting, interviewing, training and so on – that businesses need to go through when filling vacancies using a traditional recruiter. 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. Question.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

With your goals, try and adopt a ‘Why Process’ where for example you take what it is you want to achieve i.e. To generate sales … and ask yourself why? And so on and so on, this process allows you to identify your indicators along the way to achieving your organisational goals. Taking the smoke and mirrors out of becoming a social media pro. Target Audience & Platform. Check.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

well-structured site or app can be a real differentiator for your customers, especially with eCommerce or where you have a large number of products. Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes. This process can help to influence your navigation menus. 5. Humans are ‘informavores’ after all.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

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

Earnest about B2B

What does it take to make your customers feel appreciated? He spilt the beans that staff at the ever-expanding sandwich chain were actively encouraged to give away something for free to their favourite customers. 2.30, but it was, as they say in the business, a great customer experience. Firstly, I felt valued – a prized customer in fact. Yes, my life is that exciting.

Why use social media? The business case.

Earnest about B2B

It’s no longer a case of you putting materials out and attracting customers. Further to this 84% use WOM recommendations, and that’s not chatting down the pub – it’s being involved in online forums and chat rooms. 2.       Customers are out there researching. 21% of b2b buyers use social media at some point in the buying process. It’s not just about prospects. Well think again.

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The B2B CMO checklist for 2014

Earnest about B2B

Mike Johnston from the Chartered Institute of Marketing says: ‘it can cost up to 30 times as much to get a new customer as it does to keep an existing one’ Outbound marketing, according to online marketing strategist David Meerman Scott is where you ‘buy, beg or bug’ your way in using then likes of direct mail and email. ‘But how is inbound more economical?’

This is the week that was: Searching for the answer

Earnest about B2B

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. Today 97% of small businesses use email to connect and advertise their services to potential customers. Well worth a look.

Why inbound for B2B Marketing?

Earnest about B2B

B2B customers are not sitting around waiting for someone to get in touch – they are out doing their own research. 93% of information hungry buyers use social media for business. 1 in 5 b2b buyers use online forums during the buying process. Our customers want to connect with us – all the way to the top of the business. But why? Here are just a few reasons. link].

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

This is the week that was: Searching for the answer

Earnest about B2B

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.

Bridging the great Sales and Marketing divide

Earnest about B2B

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?

B2B Summit Crunched

Earnest about B2B

If you really understand the customer – you win (Paul Higgins, Talk Talk). Don’t forget creativity as it’s the thing that separates your process and plans from everyone else (Paul Higgins, TalkTalk business). Everything you need to know from the people in the know. ?b2bsummit. b2bsummit. 400 B2B Marketing professionals, 34 expert speakers, 4 workstreams, 2 keynote presentations, 1 unmissable day in June. We came, we saw, we crunched…. The grass is looking greener on this side of the fence. But B2B marketers need to adapt as the way people buy is changing…. Teach me something.

The new 80:20 rule: Industrialising your marketing efforts to drive a better ROI

Earnest about B2B

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. Win:win for everyone.

This is the week that was: Getting inside the minds of CMOs

Earnest about B2B

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.

"The state of Inbound" - HubSpot Inbound 2014, Wednesday 17th Sepember

Earnest about B2B

His chosen theme was the process of transformation - demonstrated in industry. Gladwell broke down the key traits of someone who transforms a process (such as shipping) as someone who is: Open and creative. This 45 minute guide is a fairly definitive summary of the the stages and processes of content promotion with plenty of hacks and tips to help. Conscientious.

The new Superpowers: CCS Predicts

Earnest about B2B

Significant investment and focus is being made by firms in digitising their workflows, mobilising processes and building multi-channel customer experiences – all in order to deliver competitive advantage. Last week the great and the good in the tech industry gathered at the CCS Insight annual Predicts event. Seasoned analysts and experts shared their predictions for 2017 and beyond.

Another B2B blog: Tell me something I don’t know

Earnest about B2B

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.

Lunchbox: Fill a tummy with a tap

Earnest about B2B

The contactless donation box that sits at point of sale in lunch shops across London, is set to take 30p when tapped with a customers contactless card. Most importantly all partners are PCI compliant (there was a lot of paper work in the process), so Lunchbox is completely secure. The idea for Lunchbox came from a simple problem. Ever had one of ‘those’ conversations in the pub?

The sad story of the B2B marketer and the missed mobile opportunity

Earnest about B2B

Some proof: Google reports 42% of researchers now use a mobile device during the B2B purchasing process (a 91% increase over the last 2 years alone). Winning the shift to mobile’ explores how to win the micro-moments, the critical touch points within today’s customer journeys. Today you will check your mobile phone around 150 times. Can they? Want to win these micro-moments?

Delivering inbound marketing leads for a startup

Earnest about B2B

InsightBee uses a combination of proprietary technology, expert analysts and great customer experience to set it apart from the crowd. The ‘desktop theme’ was intended to reflect InsightBee’s start up mentality and its less formal and more personal approach to customers. Making a great landing page is no simple task. Which is why it’s always so pleasing when they work.

Changing the site and changing the game for Intelliflo

Earnest about B2B

It allows advisory businesses of all sizes to access their data wherever they are, automate admin-heavy processes and stay compliant with the latest regulations. The change in strategy and surge in performance has galvanised the way the new business process is resourced and planned. Intelliflo provides innovative and revolutionary software to the financial advice sector.

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The changing role of the CMO - HubSpot Inbound 2014, Tuesday 16th September

Earnest about B2B

They need to understand targetting and how customers convert and have a much more involved role in the purchase process. They should be the only person within the company with a holistic view on where a customer is - and be responsible for keeping everyone aware of that (clearly - without too much detail). His point being that "Business is human".

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To B2B or not to B2B, is that the question?

Earnest about B2B

Exact Target (for one) think that “there are some fundamental differences between the needs of B2B buyers and that of B2C buyers that impact how businesses should interact with their customers” – especially when it comes to social channels. But it’s wrong to discount emotional reactions, delivered in a variety of media, in this process. The same, but different.

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This is the week that was: Stick your neck out

Earnest about B2B

However, as we strive for perfection in our processes are we beginning to lose the ever so important element of surprise? This week salesandmarketing.com talks about the importance of surprising and delighting your customers and how ultimately it may be more effective than all of those efficiency means put together. B2B B2B marketing Content marketing B2B personalisation customer relationships Dave Trott this is the week that was Here are five of our favourites: The simplicity of difference. Dave Trott really does have a way of words. Well worth a read. L6wME1. u1uGqS.

Lessons to be learnt

Earnest about B2B

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

This is the week that was: When captain credit crunch reared his ugly head

Earnest about B2B

Last week YouTube themselves made the process that little bit easier, allowing users to edit their videos on the site – from colours to cropping. Infographic of the week: You could drown in case studies, stats and best practice examples of businesses using social media channels online to aquire new business and talk to their customers, but is this adoption the same among small and start up businesses? Another frantic week in Earnest HQ was littered with great content to digest and share. Last week saw worldwide economic issues put solidly back on the map. Anything to add?

This time it’s personal

Earnest about B2B

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.

The Joy Of Pitching And Where It Can All Go Wrong

Earnest about B2B

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.

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Trending in B2B: Earnest’s Top Tweets in July

Earnest about B2B

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. 2. Are you ready?

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Buying processes and buyer journeys. Professions. Roles.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

So You Think You Know The Customer’s Buying Process?

Buyer Insights

However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals. Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

So, how can brands get in front of buyers during the research phase, and help speed up the process once they make the vendor shortlist? If prospects consider online information and opinions from peers as two of the most vital sources of information when starting the buying process, then marketing and sales teams need to leverage their customers to generate social proof for their product.