Earnest about B2B

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The new Superpowers: CCS Predicts

Earnest about B2B

The IoT bubble will burst in 2017 – resetting expectations and leading to a shake out in the supplier landscape. 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. Internet of Things is still a problem child.

Five tactics to convert page visitors into leads

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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. Create a strong call-to-action (CTA). “70% of users drop off before they get to the call-to-action.”.

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The Seven New Content Commandments*

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As the Internet gradually fills up with crap, at least you’ll know that it’s your crap. 5 - Lead the digital transformation by going analogue. *that you may or may not want to pay attention to. Jonathan Swift once said, “Satire is a sort of glass wherein beholders do generally discover everybody's face but their own”. But whose face do we see when we stare deep into the eyes of content in the twilight weeks of 2016? 1 - Snackable content is dead, long live the Sunday roast. You know how snacks are good? Like, everyone enjoys snacks. Pringles. Cherry bakewell slices. Mum’s Sunday Roast.

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

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And Samsung are leading the way in Europe. 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 days of interruption are long gone. Test and learn.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

Back on a cold and gloomy winter’s day, this leading provider of employment and training services arrived at Earnest with a warming brief that made us re-think recruitment all together. Drive leads. This formed the beginnings of a customer database allowing us to start the makings of an ongoing lead nurture campaign. OK, so here’s the scenario. Question. Aggressive? The Client.

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Putting the tea in team: brewing a successful marketing team

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Process (keeping both the teapot and your leads warm). Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. "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. Scum bags.

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

Earnest about B2B

Think positively: Audiences aren’t quite as rational as you think, often downright barbarous, so encouraging them to make lots of micro-yesses leads to a more likely macro-yes – a product purchase or an adopted service. 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

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

Earnest about B2B

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. Back on the market or going to market? Hot tips from Earnest! According to the New York Times there are 50 million active Tinder users spending around 90 minutes each and every day flicking through profiles. It’s as much about what you say.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Marketing Personalisation with the Father of the Bride

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So, if done properly, personalised communications can provide marked improvements in performance as well as leading to happier customers. "Although my schedule is very busy, I decided to take time out to write you a peronal reply". Way back in the day (circa 1979-1987), before he made Father of the Bride and Cheaper by the Dozen II, Steve Martin was sort of a comedy god. Well, sort of.

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

Earnest about B2B

The advice isn’t groundbreaking but in a world where we get hung up on lead gen, demand gen, UX, ATL, big data, open data and everything in between, it’s nice to take a step back and remember the obvious. Adweek Europe featured a number of slightly unusual speakers and there’s something that can be learnt from them all. I’ve pulled together some of their pearls of wisdom and looked at how these are relevant to the world of marketing. ‘Be brutally open to change’– Abi Morgan, Screen writer. As she put it - ‘parasitically use other people to tell your story’. Dynamo just got it right.

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

Earnest about B2B

Sadly, when it comes to getting the best b2b response rates, it''s apparent that there’s no formula for 90%+ click-throughs or a theory for achieving 100% lead conversions but there are definitely some useful ideas that everyone can bring into their campaigns to make them more successful. Does e-mailing cold data really cut the mustard? Watch this space. B2B Marketing

22 reasons you know you work in B2B marketing

Earnest about B2B

When you count a highly successful campaign as generating 16 leads (okay, it did bring in £32m). 9. When your client's buying cycle is so long that their CMO will have moved jobs three times before any of the leads you’ve generated for them convert into sales. 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. B2B-ers, over to you.

The smarter way to collect content

Earnest about B2B

The information of those who have collected the content on the day can then be passed to your lead hungry sales team. Sharing content at events was stuck in the past. Not anymore. While the rest of the world has been basking in the most glorious of summers we have been locked away in a dark room working on something very exciting. The smarter way to collect content. Discover. Collect. Share.

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

Employee engagement using iBeacons: The Misys case study

Earnest about B2B

As proof, we wanted to share with you a case study of how we used proximity marketing – and specifically iBeacons in a B2B context for Misys, a leading provider of financial software, globally. 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.

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

Earnest about B2B

Service delivery will be underpinned by the use of HubSpot’s industry leading inbound platform. This means woO can deliver real-time reporting, lead scoring and nurturing – all from one place, giving marketers and business leaders full visibility of performance. woO who? Here at Earnest we’ve been fanatical about inbound marketing for some time. Strategy development.

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. The Sunday Times magazine recently made a bold statement: ‘ if you haven’t heard of Alfie Deyes, then you are old. Simple’. Alfie Deyes has taken the virtual world by storm with his ‘Pointless Blog’ vlog (aka video blog). So, Vlogging is big business. Islands in the stream(ing).

Eight years of top business brands on Twitter and their First Tweets

Earnest about B2B

Cisco took to Twitter like a duck to water - and still leads the way in b2b social media best practice. Where possible, we''ve used their lead b2b account as our point of reference - and there''s a fair to middling chance in one or two instances we''ve picked out the wrong one. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Nothing. Nothing.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

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

Earnest about B2B

In between making us all feel quite ancient, we asked her for some thoughts on a live brief we had on for a global lead generation programme. From “ARPA” to “BRIC” and “lead gen” to “collateral” – it read like an A-to-Z of B2B marketing jargon. As a respected member of the ‘Enlightenment’ movement and author of a number of books on epistemology , Condillac certainly knew his stuff.

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

Earnest about B2B

Instant dialogue can lead to rushed decisions. Technology and data allow us to get our marketing right. We just need to take the time. No one’s really going to pat you on the back for noticing that technology has completely changed the marketing industry. However, this is a subject that really interests me. Your attention, please. Messages could be broader and catch all. Take time to plan.

Vital Statistics for B2B Marketers Two. Inbound vs. Outbound

Earnest about B2B

But the numbers are worth taking into account… outbound costs $364 per lead compared to $135 for inbound. Not long ago, being a B2B marketer was simple. The more you pushed out there, the better your pipeline. But then something changed. Here are all the latest facts and stats B2B Marketers need to build the case for a balanced inbound and outbound marketing strategy. As always use and abuse at your leisure and feel free to share your own Vital Statistics using #b2bvitalstats. 81% of them start the process with a web search. Source: DemandGen report ( [link] ). Content is still king.

Spreadsheets, stress balls and spell-check: what you should know before starting a career in account management

Earnest about B2B

George, my most learn'd and wisest brother" he said, "I know not of how to be an effective accounts man, would you - with your bounty of experience, worldly insight and market leading commercial acumen - provide me with top tips to ensure I thrive?". "Nobody knows what I'm doing. It's good for mystique." Roger Sterling, Suit, Mad Men. My youngest brother starts an internship in account management this week. He's twenty years old, fresh out of university, and the only frame of reference he has for an agency working environment are some of the less salacious scenes from Mad Men. Grow up.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

iBeacon: The Future of Content Marketing?

Earnest about B2B

One problem it could solve is arguably one of lead attribution. Say hello to iBeacon and the world of micro location-based targeting. It was easy to miss. Back in June 2013, Apple announced it was introducing a seemingly innocuous function in its new operating system iOS7 entitled iBeacon. ” Where are you? Pretty exciting, huh? What the heck? And so the list goes on. No hanging around.

This is the week that was: Long live marketing

Earnest about B2B

Today, Buzzfeed is so much more than just a bunch of amusing lists – they are leading the industry’s trends in social, mobile and video. 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. Article of the week. Enjoy.

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

Earnest about B2B

That’s going to lead to some customers expecting a freebie – which can surely only lead to disappointment. What does it take to make your customers feel appreciated? Last week, Clive Schlee, CEO at Pret a Manger dropped the f bomb in an interview. Having once been on the receiving end, I’ve got to say it’s a surprisingly effective tactic. It may have been a humble coffee – rrp.

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'We're not selling anything'. B2B content that entertains

Earnest about B2B

When Worldpay said they needed a bit of content to drive leads, we knew we had to think differently to stand out from the noise. While content marketing is central to businesses inbound marketing strategies, our friend Doug Kessler was right when he said the single biggest threat to content marketing is in fact, content marketing. The problem is, in every industry, the market is flooded with copy-cat, dull, tired content. So when Worldpay came to us with a brief to create a piece of content to whet the appetite of their audience, we knew we had to think a little differently.

Vital statistics for every B2B marketer

Earnest about B2B

Sales generate 53% of their own leads and marketing contributes just 24%. 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: Business.com – 2009 B2B Social Media Benchmarking Study ( [link] ). Versus.

Welcome the newest member of your marketing team – the HR director

Earnest about B2B

Marketing has targets to hit – and in the large part these targets are about bringing in leads for sales to follow up. As internal communications become a key channel, how much of a role does HR have to play in marketing? HR have always had a bit of a hard time. The common perception is one of a department that is process driven. Non-strategic. The cogs behind the scenes.

This is the week that was: Pitches, Emails and Jelly

Earnest about B2B

This week Ginny Soskey from Hubspot explained why marketers should be using SlideShare to bring in real sales leads. So it’s no surprise inboundsales.net learned a few lessons from him when it comes to B2B lead generation. The best of the best in B2B marketing. Enjoy. Social media tip of the week. SlideShare : the dark horse in any marketer’s arsenal. Get going today.

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The proof is in the pudding – The essential benchmarks for all B2B Marketer’s

Earnest about B2B

Leading us nicely on to how that budget is typically being allocated… Spread your cash wisely. Companies with 1-10 employees spend up to 44% of their lead generation budget online using SEO, PPC, blogging and various social media channels however in companies with 50 or more staff, the budget allocation to these online activities falls to just 31%. Once your target audience has got sight of your campaign and responded in one way or the other, 4 in 10 of these leads on average will move from an initial enquiry to being ‘sales ready’. 22% of the budget goes on events.

Version 1 syndrome: Why you need to stretch your time budget.

Earnest about B2B

And it’s leading to ‘Version 1’ syndrome – the contentment to settle for the first iteration of ideas. Not budgeting the right amount of time for a project is killing creativity. At a recent B2B marketing event Steve Kemish made a simple, but powerful demonstration. He asked everyone in the room to raise their hands as high as possible. Everyone could.

Don’t count your followers before they have hatched

Earnest about B2B

All this means one thing – every piece of campaign activity has to be measured for its results, and ultimately the amount of leads these bring for the sales team. Don’t get us wrong – we are huge advocates of using social media to drive leads, engage in conversations online and share engaging content. Finally, how many sales leads are coming directly from your social media activity and the conversations you have online. Otherwise simply asking the inbound lead how they found you may be all the insight you need. The answer was clear. Over 400 Facebook likes!

Together they stand. Divided they fall.

Earnest about B2B

Michael Sippy, one of the firm’s leading product managers, explained that it was quite simple. Social media. It’s all about sharing. Isn’t it? For the users maybe, but the news this week suggests otherwise – with Twitter and LinkedIn announcing the end of their partnership that started in 2009. The bad news is Twitter has pulled the plug on its Application Programming Interface (API) for LinkedIn – which in simple terms means your Tweets will no longer show as status updates in LinkedIn (if you so desired). And Twitter had an answer. Double speak if ever we heard it.

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The B2B CMO checklist for 2014

Earnest about B2B

It’s no secret that the cost of a new lead outweighs the cost of retention, and with budgets being cut, CMOs must find a way of acquiring new leads economically. Inbound marketing on average delivers 54% more leads than traditional outbound marketing as well as costing 61% less than outbound activity. What should be at the top of every B2B CMOs agenda this year?

This is the night that was: Earnest wins 6 B2B Marketing Awards

Earnest about B2B

What we didn’t anticipate was walking home with 6 awards: Best Integrated Campaign, Best Use of DM and Best Lead Generation Campaign for our Thunderhead I AM campaign. It’s sore heads and big smiles a plenty in Earnest Towers as we dote over the spangly array of awards that now adorn our office. The B2B Marketing Awards bash is now a firm fixture on the industry calendar – and just gets bigger and more sparkly every year. This year – with a record breaking number of award entries by the great and the good in B2B – it was never going to be plain sailing.

This is the night that was: Earnest wins 6 B2B Marketing Awards

Earnest about B2B

What we didn’t anticipate was walking home with 6 awards: Best Integrated Campaign, Best Use of DM and Best Lead Generation Campaign for our Thunderhead I AM campaign. It’s sore heads and big smiles a plenty in Earnest Towers as we dote over the spangly array of awards that now adorn our office. The B2B Marketing Awards bash is now a firm fixture on the industry calendar – and just gets bigger and more sparkly every year. This year – with a record breaking number of award entries by the great and the good in B2B – it was never going to be plain sailing.