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

Overly-complicated sales decks and message houses. 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. Do you recognise the following checklist? Press release. Internal desk drop leaflet and PC ‘wobblers’. smarter approach from IBM.

Your invitation to Experiential Lab

Earnest about B2B

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. 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. That’s why, on the 1st July, we’re hosting our first ‘Experiential Lab’. Look forward to seeing you there.

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

Sounds like someone needs to work on bridging the sales/marketing divide. Festival season as we know it has been over for a couple of months now, but that didn’t stop the Festival of Marketing 2015 taking place in East London’s Tobacco Docks. And, of course, there were also two luchador wrestlers from the north and a seven foot tall Viking with inch-long nipples. They’re brutal and disloyal.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

sales toolkit designed to educate channel sales executives on the range of new printers. A set of campaign assets they could use to drive awareness and sales amongst their SMB customer base. More printer sales? Picture it, you’re a small(ish) business. Small in number but big on ambition. Or not? Either way, you’ve got to sort some stuff out. Office (or home office)?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Innovation from the inside: Building Event Wallet

Earnest about B2B

looked around at the wandering eyes of the sales people on the stands. For exhibitors this means that not only can they can share better, richer content – but also gain an insight into who has collected which pieces of content, enabling the sales team to shape a follow up conversation around their interests. ‘I’ve got an idea for an app.’ How many times a day do you hear that? Event

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Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

Each changing room features a large touchscreen showing all the items available in store, their discounts and sale items, and sample outfits for you to combine. 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. We're playing by their rules.

Lessons from the Mad Men

Earnest about B2B

VW Beetle sales went through the roof, the core idea lasted for more than two decades and it was voted the best campaign of all time by Advertising Age. 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. We drink because it''s what men do.”. Be brave, be different. B2B Marketing Creative

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Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. 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. "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? It will be like tea, but it won’t be tea. Scum bags.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

The not-so-secret formula to B2B website UX

Earnest about B2B

Don’t make me think Each task on a website should allow the user to get what they need (an answer/solution) and the host business to get what they need (a new customer/sale). What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage? There are obviously loads of things that can influence the answer to this question. People are busy.

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

Earnest about B2B

Extending invitations: A woeful 90% of communications and materials end up not being used by the sales team – wasted resources and an unhappy and ill-equipped sales force makes for remarkably bad form. Make sure that you’re bridging the gap between sales & marketing and that you’re promoting homogenous direction with these tips from Earnest. B2B Marketing

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

Earnest about B2B

In both online dating and B2B inbound marketing, there are going to be hurdles and you’re likely going to kiss a few frogs (which does sound like a very curious first date/sales meeting). Back on the market or going to market? Hot tips from Earnest! That’s a huge number of people using the Internet as means of looking for a partner (or a bit of ‘fun’). That steamy, post-gym topless selfie?

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

Earnest about B2B

Margo Giordannis, President of the Americas, Sales, at Google, adds : “Because they’re choosing to learn about products on YouTube, they are much more open to [brand] messages. “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. These are powerful signals.

Lessons from the Brixon Academy

Earnest about B2B

And plenty will happily ignore prospect journeys that change the minute they’re thrown over the fence to sales (for better or worse depending on who you talk to). There''s a lot for marketers to learn from the epic tale of the Brixton Academy. You will be recommended a lot of business books to read this summer. A lot of them will include fancy graphs. Go and buy the book.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

22 reasons you know you work in B2B marketing

Earnest about B2B

When you learn to respect sales people. 8. When there’s a category in your industry awards entitled ‘Best integration of sales and marketing’ that you’d actually like to win. 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. When a client will ask you to get creative with their sales deck without any hint of irony. 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.

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? Direct sales content: This could be in the form of an offer i.e. Buy now and get 20% off or a simple ‘Try it for yourself’ direct CTA. Taking the smoke and mirrors out of becoming a social media pro. Target Audience & Platform.

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

Earnest about B2B

This type of nurture programme needs to be planned as effectively as any other sales or marketing campaign. Does e-mailing cold data really cut the mustard? So what’s the first step in unlocking the value of your new data? You need to accepting that with bought in data what you’ve got is only part of the picture. That’s where progressive profiling comes in. B2B Marketing

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

Sales Driven? OK, so here’s the scenario. Question. What springs to mind when you think of recruitment agencies? Aggressive? Commission Hungry? – Me too….or that was the case, at least, until Ingeus came along. The Client. The Challenges. To put Ingeus at the forefront of busy HR and recruitment execs and drive volume recruitment. Drive leads. So what was our message? How did we pull it off?

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.

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

Earnest about B2B

Lego themselves used to do this, and sales fell. B2B campaign + Global = tricky (but rewarding…). Back in 2013, we were delighted to pick up two awards for Kaspersky’s ‘See it, control it, protect it’ campaign. It was then a great opportunity to present this, with Kaspersky, at the B2B Marketing Summit 2014. In short, quite a big beast. But that’s not the point.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes. Humans are ‘informavores’ after all. We need information to survive. What’s all this then? recently attended a day all about Information Architecture (IA) put on by Akendi. The importance to marketing teams is clear to note. This isn’t exclusively web sites, apps and intranets.

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

Earnest about B2B

Sales and marketing alignment. woO who? Here at Earnest we’ve been fanatical about inbound marketing for some time. 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. Introducing woO Marketing. With this in mind, we’ve established woO , as a new sister company to Earnest.

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

Earnest about B2B

The eye-tracking chart below – with blue dots indicating where users are fixating – demonstrates how users strayed away when it came to longer paragraphs littered with links and sales information. The 18 th Century French philosopher, Etienne Condillac , observed that “every science requires a special language, because every science has its own ideas.” rude awakening. Can’t.

Vital Statistics for B2B Marketers Two. Inbound vs. Outbound

Earnest about B2B

But remember – 75% of buyers want vendors to curb the sales messages. 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. The way businesses buy is changing. 9 out of 10 business buyers say when they are ready to buy, they will find you. Content is still king. Have yo

iBeacon: The Future of Content Marketing?

Earnest about B2B

Internal posters could push informative videos or content to passing sales executives to support new campaigns via their smartphones. 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?

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This is the week that was: Long live marketing

Earnest about B2B

You’ve made a load of acquisitions; your products are obsolete; your website looks tired; in a pitch, the sales team struggle to articulate what makes you special; your friends and family have no idea what your company does. As we shine up the newest awards for our half green table , it’s onwards and upwards with another reflection on this, the week that was. Article of the week. Enjoy.

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A word in your right ear: Using neuroscience to build a more persuasive case

Earnest about B2B

Yet somehow Marketing still gets an unfair amount of pressure, knock backs and interference from their counterparts in sales, finance and ops. To play Sales at their own game. What marketers can learn from behavioural psychology to really get stakeholder buy in. There’s an irony in the fact that Marketing just aren’t that good at marketing themselves. For a profession that’s supposedly expert in the art of persuasion, far too many marketers find it a struggle convincing their business to say yes. So the best laid plans get trampled all over. good firm hand shake.

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Vital statistics for every B2B marketer

Earnest about B2B

The relationship between Marketing and Sales in B2B organisations still remains fractious. Sales generate 53% of their own leads and marketing contributes just 24%. 90% of marketing deliverables are not used by sales. Source: The New Rules of Sales Enablement ( [link] ). 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. 75% of B2Bers participate in microblogging (eg. Versus.

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

Earnest about B2B

In fact, despite b2b buyers being 70% of the way through the sales cycle before even speaking to you, 54% of the sales decision comes down to the sales rep they meet. Marketing has targets to hit – and in the large part these targets are about bringing in leads for sales to follow up. HR have always had a bit of a hard time. Non-strategic. And quite rightly so.

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Event Marketing: Time to bridge the content chasm?

Earnest about B2B

The last thing they want is the sales push from slick rick in the suit – and thats why ‘content marketing’ is so important, especially in the physical events space. Surely there is a better way to share your marketing materials at events and exhibitions? But are these events really working? The problem is, event attendees aren’t there for the hard sell. So what''s the solution? Events

Cooking in the Experiential Lab

Earnest about B2B

Here’s the thing - 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. Just like any other piece of marketing you need to engage, excite and inspire your audience. Here's how the day panned out. Events Technology event technology b2b b2b events experiential virtual reality

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. The points in their post are simple and clear, but the importance of thinking about prospects, not product and making the whole purchasing experience intuitive are elements B2B marketing and sales often forget. The best of the best in B2B marketing. Enjoy. Have a watch.

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

Earnest about B2B

What’s left in the hat will gets spent on PR and keeping your ear to the ground with marketing intelligence and sales support tools. Some more B2B specific figures: B2B sales campaigns see an average 22% open rate and 3.2% 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’. Of these another 4 in 10 will move to be a qualified prospect. 3 out of those 10 will finally convert to what you have been looking for – the sale. respectively.

Peak performance and happy endings in B2B marketing

Earnest about B2B

Making it all the more important for marketing and sales to be joined up. Do you want your lasting impression to be some poorly informed sales executive rocking up to the meeting you’ve secured with that hot prospect? The smart chaps at Decode last week issued their quarterly science update entitled ‘The peak-end effect’. We, as marketers, know that leaving customers with a positive impression across everything we do is pretty important, right? But how exactly do customers evaluate what a positive impression is? The fact is our evaluation varies from moment to moment.

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. Finally, how many sales leads are coming directly from your social media activity and the conversations you have online. As B2B marketers from agencies across the country flocked to the Google offices for the monthly ABBA meeting , conversation quickly turned to everyone’s favourite topic – the issues facing agencies and marketers today. The answer was clear. Over 400 Facebook likes! At least 7 retweets! Who cares?

RIM: A ship heading for the rocks? We have a bulb for the lighthouse

Earnest about B2B

Think sales playbooks. Think sales education apps. Thorsten Heins, head of RIM (and the man whom no one envies), announced on Tuesday that the company would be making its second quarterly loss in a row. We may have mentioned it before but things are looking pretty bleak for the manufacturers of the BlackBerry – new customers are a rare sight (90% of handsets go to customers who already have one), the PlayBook is still not selling as expected and worst of all; while the smartphone market grows by 50% annually, their business is shrinking. Give up now before it becomes embarrassing.

This is the week that was: Don’t put all your eggs in one digital basket

Earnest about B2B

Marketing measurement of the week: When planning any traditional marketing campaign, benchmark figures can provide a good indication of those are likely to reply, how many will turn into hot leads and how many will convert to a sale. The ROI model is therefore relatively simple. The ‘marketer’ this week gave five tips on how to keep ahead from social search to page layout algorithms.

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This is the week that was: Looking ahead

Earnest about B2B

Sales cycle shift of the week: The sales cycle is the ultimate map for marketers to follow. If your activities hit the right people at the right time during their sales journey then you are on to a sure winner.  What does this mean for your organisation, and does this mean sales and marketing need to work much closer together in the future? The lesson? Let us know