Earnest about B2B

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Helping Brixton Prisoners Bounce Back

Earnest about B2B

So of course we were delighted to offer our help to a charity who trains people at Brixton prison in painting and decorating skills – enabling them to secure employment and a fresh start the day they step out of prison. How can we help? As well as engaging the public we wanted to target businesses and potential big donors to help bolster the campaign. So how did we do it?

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

Earnest about B2B

The answer in many cases is to start with content programmes – some call it ‘storytelling’ or ‘inbound’ or ‘earned media’ – to help build this story. 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. Press release. Test and learn.

Be ashamed, very ashamed: the power of behavioural psychology

Earnest about B2B

Hopefully, our careful choice of words also helped in some way. How one carefully designed sign stopped the dumping. couple of months back, here at Earnest, it dawned on us we had a problem. Being located at the heart of the busy London metropolis is great. However, it also has some drawbacks. Half-eaten kebabs. Broken office furniture. Bizarrely, it did. So why? Shamefaced.

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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. So reading, digesting and summarising reports or research that is TL;DR (too long, didn’t read) can be really helpful. How can we keep the content monster fed and happy?

B2B Loyalty, The B2C Way

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

How to make customers brand loyal? Give them the benefit of the doubt.

Earnest about B2B

The system in general is a brilliant innovation, paper tickets were helping no one. What makes people loyal? Mutual respect is one thing. What makes people loyal to brands? The feeling you’re getting something valuable and being treated fairly and not like an open wallet. recently discovered something to love about one of the hardest things to love in London – TFL. Innovative but expensive.

How to improve your luck: 4 simple tips

Earnest about B2B

“I''m a greater believer in luck, and I find the harder I work the more I have of it” ? Thomas Jefferson. Good luck at the meeting” said my colleague, cheerily, in between louds gulps of lukewarm, sugary tea. “I don’t need luck” I replied, with no small amount of sass, “I’m prepared ” and I confidently waggled my gonky folder full of notes, budgets, and timings at him. White. Roosevelt.

Five tactics to convert page visitors into leads

Earnest about B2B

Help visitors picture what you’re offering. 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. Lower the drawbridge.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

In the age of mobile working, cloud connectivity, all those things you never knew you needed until you had them, how does a mere printer help. And there you have it, the idea that helped us launch Canon’s new range of printers, designed especially for small businesses. Show resellers how the printers really help their customers. Picture it, you’re a small(ish) business. Or not?

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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

Earnest about B2B

ACI Worldwide came to us to help launch their new product, Universal Online Banker , which enables banks to offer a tailored approach to online banking. 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. Make careful use of humour: Making people smile helps to get them on side.

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?

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.

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

Earnest about B2B

Well no, but it certainly helped. They can amplify your marketing, help drive momentum and extend your reach far beyond your typical audience. Ed also made some great comments about the growing impact of video in social media, and how this medium is helping brands gain cut through: “ Video is shared 1200% more than any other media… and 92% of mobile video viewers share video”.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

Thought Microsoft wasn't there to help you out? You are altruistic: you feel fulfilled when helping others, and will go out of your way to do so. You consider helping others to guide a large part of what you do: you think it is important to take care of the people around you. How do you get to the heart of a company? How do you really understand what they are all about? link].

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Can you move down please? A behavioural nudge for the tube.

Earnest about B2B

Print a small picture of a fly in the urinal and guys will, subconsciously or not, aim for the fly - helping them to hit the right spot. If anyone from Transport for London is listening, please do get in touch (or say hello in the comments) and we can help people get nudged on the tube, in the right way. Schiphol Airport had a wee little problem. Or a little wee problem.

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Don’t hate the player – an introduction to gamification

Earnest about B2B

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. And then you have to play better than anyone else" - Albert Einstein. remember well the long summer holidays of my youth. As a 28 year old man-child, shamelessly little has changed. and Nike’s NikeFuel band.

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

helpful blog post – good as an intro to the subject. As I’m speaking at the upcoming B2B Marketing conference 2014 , it occurred to me that I should probably set out my stall as to why this topic is important. In fact, the clue as to why this is such an important topic is in that same misquote. Persuade. Because that’s what we’re here to do, every day. Persuade.

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

Earnest about B2B

Then you get some helpful advice: “Your password needs to have 1 uppercase character, 1 lowercase character, 1 number, 1 symbol, 1 underscore and 1 Cyrillic character. 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.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

The not-so-secret formula to B2B website UX

Earnest about B2B

just want to know what it is, how it works and how it can help me do my job? In place of reams of info, companies now feel compelled to produce helpful and useful content addressing issues and validating the user’s decision to visit the site. What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage? What’s your website even for?

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Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

This can help stores manage their inventories to ensure their most popular products are also converting into sales, and provide valuable data to predict trends and prepare for future demand. “If men liked shopping, they’d call it research” - Cynthia Nelms. The rewards were high but the struggle was real. We're playing by their rules. But what if there was another way to shop? Yeah, large.".

Lessons from the Mad Men

Earnest about B2B

So they bring in an IBM super-computer to help with media planning and wow clients. 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. My generation, we drink because it''s good, because it feels better than unbuttoning your collar, because we deserve it. We drink because it''s what men do.”.

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Putting the tea in team: brewing a successful marketing team

Earnest about B2B

These help them ensure they’re among the 30% of CMOs who have a clear program for aligning sales and marketing this year, and not one of the 64% of CMOs who have no process to manage their marketing automation. Having a strong grasp of critical processes can ensure you’re getting the most out of your projects, and help in not getting milk all down your tie or tea rings on your notepads. "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? Scum bags. Bonus content.

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B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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

Earnest about B2B

The traditions are still strong: In a vulgar world of innumerable emails, gaudy banner ads, prosaic landing pages, and impenetrable slideshares, using good old fashioned print can help you stand out and win your audience’s attention. 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

5 tips to amplify your YouTube video and get more views

Earnest about B2B

So here are a few pointers to help get your B2B marketing videos up the search rankings and out onto your prospective customers’ desktops, phones or tablets. 1. 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. Especially if your content is good.

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

Earnest about B2B

Everywhere they look there are offers of help. 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). Guides to this. Infographics for that. Ten things they really should know about x, y and z. You’d think life had never been easier for them. To separate the wheat from the chaff.

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

Earnest about B2B

“By the time you finish reading this sentence, users around the world will have uploaded another eight hours of video to YouTube.”. No longer the preserve of cats playing musical instruments , YouTube has become one of the most exciting and sensational media sharing websites in the world. Communities of millions and brand new stars. The VIP effect: advertising & exclusivity.

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

Earnest about B2B

There aren’t any golden rules to this, but here are some pointers to hopefully help you avoid your very own #DinosaurGate2015. The importance of context in social media marketing. His point was that T-rex and velociraptors existed in a very specific context – and if you strip that context away, there are no guarantees as to what will happen. Shock! Horror! Great convoluted metaphor, Batman!

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Marketing Personalisation with the Father of the Bride

Earnest about B2B

Plenty of available data tells us that, in the right circumstances, consumers like it and it helps marketers to do their jobs. Personalisation also helps with customer retention – in one study by Salesforce , 44% of marketers believe it to have a ‘significant impact’ on loyalty and retention. "Although my schedule is very busy, I decided to take time out to write you a peronal reply".

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

Earnest about B2B

Behavioural economics helps pave the way here – it gives us an understanding of how our brains work: and this is a consistent set of findings that apply globally. Do a campaign guide (with a big campaign flow diagram – it seriously helps). B2B campaign + Global = tricky (but rewarding…). The campaign is a full on global B2B marketing campaign for Kaspersky Lab.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

In order to help them achieve these goals an information architect can: Understand what content users need. This process can help to influence your navigation menus. 5. There are various tools to help shape and structure your content in a site: Organisational schemes (e.g. This has 3 benefits: Helps Google search and index your site. Humans are ‘informavores’ after all.

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

Earnest about B2B

We’ve also been fortunate in helping a number of our clients embrace inbound – as an integrated part of their campaign strategies to great success. It’s got a clear remit – to help mid-market brands bring home more business and make their marketing more profitable. woO who? Here at Earnest we’ve been fanatical about inbound marketing for some time.

Get off the Content Marketing gravy train

Earnest about B2B

There’s no denying its role in helping marketers embrace a new modus operandi. 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. Earning the attention of potential buyers rather than interrupting them.

This is the week that was: B2B Marketing round up

Earnest about B2B

This week the BBC did an interview with Biz about the book and his view on the future of social – where the focus is on building communities who help each other and work as one. 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. 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.

This is the week that was: From marketing fail to podcast sensations

Earnest about B2B

This mindfulness app aims to help users tackle problems such as poor sleep and stress. It’s New Year and ‘This is the week that was’ is back in business. We''re here to bring you our round-up of all things of minor note to B2Bers in the last 7 days. Without further ado: Jaw dropping research findings of the week…. Came to us from The Fournaise Marketing Group. Get the lowdown here.

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

Earnest about B2B

When the guys down the pub, I mean teachers, can no longer help. 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. You bet it does. With 2.87

This is the year that was: B2B Marketing 2013 Crunched

Earnest about B2B

Rather than simply a retrospective, we hope what lies within can help to inform and justify your plans for the coming year. 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. One thing''s for sure, the death of outbound marketing has been greatly exaggerated.