Earnest about B2B

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This is the week that was in B2B: from HP printergeddon to Accenture rebrand

Earnest about B2B

In a nutshell, use written content for storytelling; graphic content to convey complex ideas; interactive content to create brand buzz; and video to instruct or create an emotional bond. Yes, really. Sit back – this is the week that was in B2B: ‘Wolf’ of the week…. goes to Christian Slater – him of True Romance and Mr Robot fame – playing a hacker in HP’s latest B2B campaign. years.

This is the week that was in B2B: from surrogate meeting attendees to AI tools

Earnest about B2B

City officials there have just launched a new interactive map for citizens. From the importance of a good customer experience (52% stop buying after a bad customer service interaction) to the rise of machine learning (by 2018, 20% of business content will be written by machines), get the trends in full here. 'AI Tongue in cheek B2B campaign' of the week. Innovation' of the week.

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

Earnest about B2B

They do their own research online and want to interact and engage with brands on their own terms. Do you recognise the following checklist? Press release. Internal desk drop leaflet and PC ‘wobblers’. Overly-complicated sales decks and message houses. Homepage banner updates on corporate sites from Azerbaijan to Zimbabwe. Global audience survey and 200 page report PDF (v87) shared online.

The new Superpowers: CCS Predicts

Earnest about B2B

Bots are going to be big business – changing the way we interact online, overtaking apps in usage and traffic volumes by 2021. 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. By all accounts big, big changes are afoot. Machine Learning can give you superpowers.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

An interactive stand. If you were at Event Tech Live this week it’s very likely that you’ll have bumped into Oscar the Robot. It’s even more likely that you are still scratching your head as to how he managed to hold a conversation with you. So how did we do it? A strong central theme. Event Wallet was borne out of seeing so much printed event collateral wasted. The #ETL15 feed was ON FIRE.

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

Think about it – the whole world as your audience, ready to tune in there and then to not only listen to what you have to say, but also interact with you through their own social channels right there and then. Until the start of this year ‘live stream’ was a term that only existed in the lexicon of desperate football fans that couldn’t access Sky TV. But what are they all about? Risky?

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

Earnest about B2B

Anyway, back to the event and what I thought was hot on the exhibition floor Luma : These guys offer a live design and printing station, whereby delegates can personalise a range of giveaways with their own design, using interactive touchscreens. Last week I popped down to Old Billingsgate to spend a morning at Square Meal’s ‘Venue and Events Live’. What happened inside? Hmmmm. Events

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

Earnest about B2B

Data capture forms are now the gateway to online interactions. 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. We love being in control (or at least feeling like we are). Small things, eh? Yes, yes, I know. I get it.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

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

Earnest about B2B

Significantly, through these channels audiences can comment on and share the content that they love, providing a level of interaction and communication not possible through traditional media viewing platforms. “By the time you finish reading this sentence, users around the world will have uploaded another eight hours of video to YouTube.”. Communities of millions and brand new stars.

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

Earnest about B2B

Most importantly Dynamo didn’t forget his audience – yes he was there to chat to a room full of advertising and media people about ‘creativity in the connected world’, and he did tick those boxes when he needed to, but more importantly he engaged and interacted with the 23,000 people that were watching the live stream that his manager was recording at the front of the stage. Adweek Europe featured a number of slightly unusual speakers and there’s something that can be learnt from them all. Be brutally open to change’– Abi Morgan, Screen writer. Person 2: ‘Oh nice, where are you going?’.

The night the claustrophobic giant pangolins earned their freedom: collaboration in B2B marketing

Earnest about B2B

Recently for Earnest, however, it was literally that, as half of the office spent an evening at clueQuest , an interactive game where people choose to be locked in a tiny room and solve puzzles to escape within a one hour time limit. “Trapped, like a trap in a trap.” – Dorothy Parker. You know it is, we’ve all been there. Not for everybody, I know.

Has technology made marketing easier and better, or just faster?

Earnest about B2B

How did it all happen before the internet made it possible to instantly communicate, share documents and measure interactions? With far more channels in play and with social channels designed to maximise audience interaction and opinion (for better or worse), comms and messages have to be more intelligent, more targeted and addressed directly at the needs of the individual.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Email Marketing for different buyer personas

Earnest about B2B

If, like me, you enjoy interactivity, something new or you’re always looking for shiny things to grab your attention in an email or website then you’re a Tool dominant or Spontaneous user. Email Marketing for personality types - what''s the strategy? In one of his many studies, Jakob Nielsen identified 4 types of web user: Search dominant. Navigation dominant. Tool dominant. Successful.

iBeacon: The Future of Content Marketing?

Earnest about B2B

Visitors to a museum in Antwerp can now interact with the ancient works of Rubens using their smartphone or tablet – without having to keep on punching three digit numbers into one of those walkie talkie style audio guides. Significantly, it’s also a great way to gain yet more insight into the way consumers behave – and interact with that content. What the heck?

Dwell 21

8 tips to increase event engagement (as exemplified by elves)

Earnest about B2B

4) Drive traffic to the event website by regularly updating it with new interactive interesting content. The elf event team build an interactive digital advent calendar on the event site, counting down the days to the event with fun and interesting party facts behind every door. At this time of year people put a lot of pressure on themselves to create the perfect Christmas party.

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

Earnest about B2B

In the past lots of brands have dabbled with interactive video but this week Honda showed us how it is really done. 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. Here is the best of the best from the week that was.

CTR 15

What's going down in 2015: Predictions from the front-line of B2B Marketing

Earnest about B2B

The buyer journey will matter much more than one off interactions. Something happened in the B2B Marketing industry in 2014. It’s hard to put a finger on it, but it felt pretty big, like something had changed once and for all. Perhaps it’s a sense that we’ve finally come of age – and are starting to (slowly) get the respect we’re due. That our older, flashier brother whose been hanging out on the B2C side of town is maybe a little less sneery to us than he used to be. And in 2015, life on this side of the fence looks like it could just get even more exciting. Nother time waster?

Vital statistics for every B2B marketer

Earnest about B2B

85% believe companies should not just present information via social media, but use it to interact and become more engaged with them. Use and abuse at your leisure… where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research. B2B companies are ahead of their B2C rivals when it comes to social media adoption. 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C. 75% of B2Bers participate in microblogging (eg. Twitter) versus 49% of B2Cers. Source: DemandGen Report.

Predictions from the front-line of B2B marketing 2016

Earnest about B2B

What can you do with the tools now available to create interactive or personalised or 360 degree video experiences to really engage your buyers? What lies ahead in 2016? Life moves pretty fast. If you don’t stop and look around for a while, you could miss it ,” said one wise philosopher (aka. Ferris Bueller). Looking forward 2016 will not be without its challenges. Don’t miss out. #6

The B2B CMO checklist for 2014

Earnest about B2B

The purpose is to simulate human interaction. You can automate interaction with the recipient – based on the way they behave – delivering the same level of intimacy that they would expect from an offline experience or dealings with a smaller business so you can get on with more pressing matters. What should be at the top of every B2B CMOs agenda this year?

B2B Marketing in 2011: The year Augmented Reality gets its big break?

Earnest about B2B

In the years to come, it will be a disruptive technology that changes the way consumers interact with their environments. It will bridge the real and digital worlds, enabling new ways to engage with customers via advanced digital interactivity.”. Almost a year has passed since our post : “Augmented Reality: The implications for B2B Marketing.” At the time the media were going doolally over AR as the next big thing. Gartner had cited AR as one of its top 10 disruptive technologies. What’s more, some impressive AR applications were coming to fruition albeit in the b2c space.

GPS 12

This is the week that was: Looking ahead

Earnest about B2B

Infographic of the week: The social media lifecycle, from listening to interacting to measurement can be a long and complicated process. As the end of January looms, we have begun to forget what a new year’s resolution is and are looking confused as to why we signed up for that 24 month gym contract. Sales cycle shift of the week: The sales cycle is the ultimate map for marketers to follow.

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. All the while the world of B2B ticked along – with journalists, bloggers and tweeters sharing their news and views.

This is the week that was: Is the world ready for change?

Earnest about B2B

Smartphones are now the fastest adopted technology in our history, with people using them to find and interact with brands every day. This week we came across a charity using an interactive offline ad, that has a digital and social aspect, but is a pleasure to watch. CIO.co.uk reported that RBS is planning to spend £6bn on technology and marketing to overhaul how it runs.

This is the week that was: Looking ahead

Earnest about B2B

Infographic of the week: The social media lifecycle, from listening to interacting to measurement can be a long and complicated process. As the end of January looms, we have begun to forget what a new year’s resolution is and are looking confused as to why we signed up for that 24 month gym contract. With six months to go to the Olympic games, we look back at a week in which old Harry is getting more than a finger wagging for his money issues and the RBS big cheese, Mr Hester , enjoyed a near £million bonus. Is their hope yet for the former king of mobile? The lesson? Let us know

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. As the unfortunate folk in Scotland were blown around by 165 MPH winds , David Cameron refused to bend his back on the latest European bailout package and here at Earnest we were once again soothing sore heads after a cracking Christmas shindig. Social network development of the week. Good news for us marketeers. Top stuff.

This is the week that was: When social media showed its good and bad side

Earnest about B2B

40% of British teenagers are using Blackberries to interact with their friends on BBM (messenger) and through social media – with 57% now visiting social networking sites on their mobiles. Social media was once a growing fad, gripping the interests of the marketing community, now it is an engrained part of how society interacts and communicates. Fear not! That was the week that was.

This is the week that was: Taking a look into the future

Earnest about B2B

There is no doubt about it – the rapid changes in technology are not only changing business and how they work but also the world and how people live their lives and interact with each other. There is no doubt that twitter is a great tool to communicate and interact with your customers. As the clocks went back last week, Europe’s leaders really wish they could turn back time as the EU economy tail spins into further disaster. Still – there was plenty of good things in the world of B2B to report, and here they are for you in one handy blog post. Business turn-around of the week.

Bridging the great Sales and Marketing divide

Earnest about B2B

Think of it in terms of the audience journey: what is the experience you are trying to deliver for a target and how can you ensure it is seamless and engaging across every interaction (whether Marketing or Sales-led)? Fire up your browser. Tap the words ‘Marketing and Sales Alignment’ into Google. Wait 0.10 seconds – and guess what – you’ll get a whopping 12 million search results. To misquote one beleaguered astronaut, “Houston, we have a problem.”. Marketing. Sales. It’s a love-hate relationship. Well, unfortunately, all too often we love to hate each other. What lead?

B2B Summit Crunched

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A great tool to help you track interaction with your content - Tynt: A tool that allows you to track who has copied and pasted your content, and where it has been shared (Steve Kemish, Cyance). 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…. Welcome to the consumerisation of B2B….

This is the week that was: Is the world ready for change?

Earnest about B2B

Smartphones are now the fastest adopted technology in our history, with people using them to find and interact with brands every day. This week we came across a charity using an interactive offline ad, that has a digital and social aspect, but is a pleasure to watch. While we are treated to one day of glorious sunshine in London, and share stories from a very Earnest night out; we look back on a week in which all the talk was about the Pinterest craze swooping the internet. CIO.co.uk reported that RBS is planning to spend £6bn on technology and marketing to overhaul how it runs.

This is the week that was: The death of the tagline?

Earnest about B2B

This week MarketingProfs gave some top tips on how best to do this – from identifying the right influencers through to interacting and engaging with these very important people. As we start gearing up for party season here at Earnest with the B2B Marketing Awards and our very own Christmas bonanza just around the corner, we look back at a week of provocation, u-turns and fancy footwork. Fortunately, we also found time to gather the crème de la crème of B2B marketing online just for you… Content reformat of the week. Have tag-lines had their day. What are your views? So there.

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

Earnest about B2B

Social spending patterns of the week: According to Forrester three-quarters of interactive marketers in Europe use social media or plan to use it by the end of 2011. As we brush off the dust from the winter coats and ponder the annual question of why there are Christmas adverts on the TV already, there is another week of news to digest. There was one more addition to the history books as Col. Gaddafi left us for the next life. At the same time the UK government debated leaving the EU , and the city of Manchester was split down the middle after the football shock of the season.

This is the week that was: A slice of the BlackBerry crumble

Earnest about B2B

Often though the tool is not being used to its full potential – following the wrong people, tweeting at the wrong times and not interacting in the right way. There was a lot going on out there last week. Sadly up to a third of you may have missed many of the best articles as your smartphone became about as useful as a banana and you had to revert back to that strange machine sitting on your desk to check your emails and communicate with all and sundry. Once a trusty and secure business favourite, BlackBerry has had a hard time of it lately. WinBerry anyone? How mobile changed marketing.

Are your customers content?

Earnest about B2B

Essentially, the view is that if CRM to date has been about operational management of customer relationships, and is often centred around a transaction, Social CRM is about building a strategy around collaboration and engagement with the customer – in a word, interaction. The bottom line is content can play a key role in supporting and shaping that interaction and engagement – and as such, your relationship with each and every customer. Content Marketing for CRM: Part 1. How you market to your customer base matters more than ever. To cut to the chase, a significant one.

The big barriers to big data for b2b marketers

Earnest about B2B

The likes of Eloqua, Silverpop and Hubspot shine a light on what prospects are doing and how they are interacting with your business. The data can shine a light on your customers, their issues and how they interact and respond to your campaigns – but without the right messaging, creative and strategy in place from the start activity is ultimately set to fail. Metrics. Measurement. Three little things responsible for marketers across the world waking up in cold sweats at night. The thing is being a b2b marketer is not easy at the moment. Then came along big data.