Earnest about B2B

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

Earnest about B2B

Because speed to market is now more essential than ever. Beijing hosted the Olympics, Apple successfully launched the first 3G phone and the world’s financial markets were in pieces. The European B2B Marketing team had a strong positioning to take to market – the ‘Amplified Economy’ story – based around the future world of business, which is nearer than we might think.

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

Earnest about B2B

Content marketingHow can we keep the content monster fed and happy? In their book “ The Art of Social Media ”, former Apple Evangelist Guy Kawasaki and his social partner in crime Peg Fitzpatrick give some robust advice on how to get social right and be a ‘ good socialist ’. Their made-up homonym , not mine. We haven’t got resource to generate content all day long.”. Stick to the plan.

Five tactics to convert page visitors into leads

Earnest about B2B

Content marketing User experience design b2b uxDriving 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.

You don’t need to be a start-up or Google to innovate

Earnest about B2B

12 learnings from ‘Perk Me Up’ – Earnest’s first marketing innovation breakfast. It’s a word bandied around a lot in marketing these days. What new marketing innovations should we be aware of? Using this mantra can have an amazing influence on what a marketing team can achieve. 2. A few mistakes can go a long way. Innovation. Possibly too much. The thought leaders.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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

Earnest about B2B

The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014. The market itself is a complex one, but wrapping a message up in long words and complex ideas doesn’t make you appear any more intelligent. In a market saturated with content that assumes we only make decisions rationally our DM stood out from the crowd. B2B Marketing Creative

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

In a study of micro-entrepreneurs, those with access to marketing education made 86% more profit (via Rajesh Chandy). B2B MarketingWhat if? The future of business under the spotlight. While the ad industry indulged itself in Cannes last week, there was another, much more stimulating event taking place back here in London. Researchers have shown that Moore's Law is no longer true.

Banging the drum

Earnest about B2B

We're all hugely excited, rather humbled and quite shocked to have won B2B Marketing Agency and B2B Campaign of the Year at The Drum marketing awards last night - for the second year in a row! Massive thanks to the whole crew at The Drum, everyone who voted for us, and all of our lovely clients of course. Our Oracle 'Owning the day' campaign was also nominated.

Your invitation to Experiential Lab

Earnest about B2B

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. Just like any other piece of marketing you need to engage, excite and inspire. 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. That’s why, on the 1st July, we’re hosting our first ‘Experiential Lab’. Look forward to seeing you there.

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

Happier Living with Traces or more SoMe skepticism?

Earnest about B2B

B2B Marketing TechnologyCan new social media app traces bring us closer together? I am, admittedly, one of these social media (SoMe) sceptics. I’m sure we’ve all been part of the same conversations theorising what impact SoMe has had on our personal relationships. But this blog is not a grumble over SoMe, it’s actually quite the contrary. Now that’s a brilliant thought.

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

All credit to Adam and his team at Event Tech Live, the day was a real success and a perfect way of introducing ourselves into the market. 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?

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

After briefly testing Periscope at our recent Charity Tech Pub Quiz we thought we would take the three biggest live streaming apps for a ride (there are many others entering the market) to see what they are all about and how or if marketers could use them to their advantage. It’s marketing gold dust. But what are they all about? Here’s what happened. First up, Periscope. Risky?

The best presentation slide in history* (tribute)

Earnest about B2B

Data is increasingly becoming marketing’s weapon of choice. Spotting trends in behaviour and tracking and analysing activity has allowed marketers to gain real insights into how programmes and products are performing. The good news is that this isn’t really a secret to b2b marketing. B2B MarketingA picture can paint a thousand words. Ok great. Be compelling. E.g. N.B.

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The seven commandments for a successful rebrand

Earnest about B2B

In spite of this, many marketers and brand managers have been scarred from previous failed rebrand programmes. Thereby raising the strategic importance of the rebrand – from ‘simply’ marketing planning – to the highest level, as it is intrinsic to the future plans of the business. You usually know when it’s time for a rebrand. And we all know the benefits. Fear and loathing. Brand

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

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. This solution selling approach to marketing basically means in any given category you all end up campaigning around the same issues, to the same set of prospects. Persuade. Persuade. efficiency, transformation and so on.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Similarly, any ambitious marketing team must develop and nurture their three elements too – the people, the strategy, and the knowledge. The best marketing teams champion the tangible benefits of bringing pioneering specialists and the best third party suppliers in to supplement their own talents. Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. B2B Marketing"I would rather have a cup of tea than sex." – Boy George. Was that a no? Sugar for you, right?

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IBM's Watson gives the real insight on brand personality

Earnest about B2B

Content marketing TechnologyHow do you get to the heart of a company? How do you really understand what they are all about? You go to the ‘About Us’ section of the website, of course. But what does this corporate nonsense really say about a business? We decided to give IBM's new ‘Personality Insights’ tool a spin to find out. Thought IBM wasn't compassionate? Thought UPS lacked imagination?

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

Earnest about B2B

Only 8% of event marketers say they have cracked developing relationships and closing deals off the back events , and it’s no surprise when organisers and exhibitors are often slow to follow up once the big day has finished. They can amplify your marketing, help drive momentum and extend your reach far beyond your typical audience. What happened inside? Hmmmm. That’s so 2000 and late.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

This is the week that was: Behaviours they are a changin’

Earnest about B2B

B2B Marketing Did you see that loud, cold, blurry thing that just whizzed past at 100 miles per hour? That was January. It absolutely flew by and here we are in February. Still, at least it’s almost pancake day (17 th ). Here’s our round up of all the things that caught our eye last week. Insight of the week: What causes behaviour change? No, me neither. Have a mull and see what you think.

Innovation from the inside: Building Event Wallet

Earnest about B2B

Well just over a year ago, I said the very same thing and as part of Earnest Labs, the innovation arm of award winning B2B marketing agency Earnest , decided to make it a reality.Here’s how it happened. It’s what has now been termed ‘proximity marketing’ and is largely used in the retail space, but was perfect for what we wanted the app to do. ‘I’ve got an idea for an app.’ Events

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Innovation in higher education marketing

Earnest about B2B

Tips and tricks on how marketing professionals can be more innovative. But while teaching continues to evolve, higher education is lagging behind other industries in innovative and digital marketing. And with an average exposure of 5000 marketing messages seen per day you need to really impress them. Content marketing TechnologyWhich is a problem. Millennials watch 11.3

Don’t hate the player – an introduction to gamification

Earnest about B2B

For these reasons the rise of gamification, and its application across marketing products and services in the last few years, has particularly resonated with me. And in a recent report published by TechNavio, a technology research firm, analysts forecast the global gamification market to grow 68.4% B2B Marketing"You have to learn the rules of the game. and Nike’s NikeFuel band.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

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

Earnest about B2B

So this has me thinking – what pitfalls are there in the world of B2B marketing? Mind your P’s and Q’s – but also your I’s and O’s : They may be the top buzzwords of this decade so far, but there’s a good reason for why those in the know are talking about inbound and outbound marketing. Read more about it in Earnest’s The YES Factor and Behavioural Marketing. B2B Marketing

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

Earnest about B2B

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. In marketing our job is centered on understanding the audience, their motives and needs and problems, and showing them we have the solution. marketing strategy marketing campaignAs she put it - ‘parasitically use other people to tell your story’. Dynamo just got it right.

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

Earnest about B2B

Back on the market or going to market? And as more customers search and buy online, more B2B companies are formulating and creating inbound marketing strategies – indeed, the number of marketers who state they are practicing inbound surged from 60% last year to 85% only this year. For marketers, this means creating regular quality content such as a company blog.

Lessons from the Mad Men

Earnest about B2B

What marketers today can learn from 1960’s Ad Land. Eventually, dozens of taglines are discarded and the team develop a campaign idea based on market research combined with creative thinking – to blow away the client and win the account. Eventually the team realise that the computer is a necessity for modern marketing, and actually more of an opportunity than a threat to their work.

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization

Marketing Personalisation with the Father of the Bride

Earnest about B2B

There is no denying that personalisation should be considered a core tactic for marketers in B2B. Plenty of available data tells us that, in the right circumstances, consumers like it and it helps marketers to do their jobs. B2B Marketing personalisation "Although my schedule is very busy, I decided to take time out to write you a peronal reply". Well, sort of.

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Essential benchmarks for B2B marketers

Earnest about B2B

Vital statistics, benchmarks + best practice guides for B2B marketers. We won’t bombard you with facts and percentages here, instead we’ll let ‘Essential Benchmarks for B2B Marketers’ speak for itself. B2B b2b social media Content marketing marketing benchmarks What’s this? Go on then.

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

Earnest about B2B

The science of successful email is something that’s interested and intrigued me ever since I started working in marketing so I finally gave in and recently attended an Advanced Email Marketing course ( https://econsultancy.com/training/courses/advanced-email-marketing ) run by eConsultancy. B2B Marketing Does e-mailing cold data really cut the mustard?

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. These are the keys to good content marketing. . Here’s 3 we think are great (not just because we made 2 of them, ahem!):   Vital Statistics for B2B Marketers (part 1). Vital Statistics for B2B Marketers (part 2).

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

What does a great B2B marketing email look like?

Earnest about B2B

Best practice for B2B marketing emails. Or email marketing can quickly become a poor investment. Here’s a probably recognisable scenario: it’s Monday morning and you’re looking down the barrel of another exciting, ram-jammed week of clients, marketing activities, report writing and all too brief lunch time Panini breaks. email marketing

22 reasons you know you work in B2B marketing

Earnest about B2B

You know you work in B2B marketing. 1. When there’s a category in your industry awards entitled ‘Best integration of sales and marketing’ that you’d actually like to win. When you invented content marketing - and it's good to see those ne'er-do-wells in B2C playing catch up. When Google thinks you're a marketing automation loving pharmacist with an interest in data centre consolidation, Dutch air cargo logistics and OTC derivatives trading. We put heads together at Earnest and decided to settle this once and for all. When you learn to respect sales people. 8.

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

Earnest about B2B

An idea to separate the good, the bad and the just pain ugly in content marketing. Content that’s half cooked, half arsed marketing baloney dressed up as the most valuable thing since the Magna Carta. However, there’s only so far venting my spleen will go – and believe me I enjoy doing just that (like my Get off the Content Marketing Gravy Train rant here ). Content marketing

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

Earnest about B2B

B2B Marketing Social media Content marketing “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.

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.