Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

While it’s easy to dismiss chatbots as a B2C marketing fad, we believe it’s time B2B marketers started considering the potential of chatbots for their organisations. 2016 was a big year for chatbots. Over 33,000 chatbots have now launched on Facebook’s Messenger platform alone.

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This is the week that was in B2B: from content marketplaces to dinner dates

Earnest about B2B

All the news you didn’t think you needed until now from the world of B2B marketing and beyond: Trend of the week…. goes to the content marketplace movement.

Trending Sources

One of these things will happen to all B2B Marketers in 2017

Earnest about B2B

I'm not a betting man but I'm willing to bet anyone in our industry that one of these things will happen to you in the year ahead. Any takers? _ An agency will insist you use Virtual Reality as part of your next campaign (sorry Earnest clients probably us). _

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

Earnest about B2B

In a week where we learned that small biz rates are set to soar , talking dolls can be a security threat and you should never ask Joe Public to design a smartphone , the B2B world put on a right royal show of creativity. Yes, really. Sit back – this is the week that was in B2B: ‘Wolf’ of the week….

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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

Earnest about B2B

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.

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

Earnest about B2B

In a week where Netflix got a kicking for its dirty data centres , Forrester revealed who was most at blame for losing our data and Uber got sued by a philanderer , there was much to write home about in the world of B2B. Tongue in cheek B2B campaign' of the week.

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. Innovation. It’s a word bandied around a lot in marketing these days. Possibly too much. But what does it really mean to your business? What new marketing innovations should we be aware of?

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

Earnest about B2B

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. I recently discovered something to love about one of the hardest things to love in London – TFL.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

Testing Event Technologies at EventLab

Earnest about B2B

Recently we hosted London Business School at EventLab – a showcase of event technologies. The purpose? To test and explore what’s cutting edge in the event world to the benefit of organisers and attendees a like.

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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

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

What 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.

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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. It''s easy to forget that bankers have feelings too. Cue our campaign for ACI’s Universal Online Banker. ACI Worldwide is a company that you have probably interacted with, but didn’t realise.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

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)? Check. Customers? Your main focus. What about the nuts and bolts? Printer - yes, well obviously you need one of those.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Happier Living with Traces or more SoMe skepticism?

Earnest about B2B

Can 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.

The new Superpowers: CCS Predicts

Earnest about B2B

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.

The seven commandments for a successful rebrand

Earnest about B2B

You usually know when it’s time for a rebrand. 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. And we all know the benefits.

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!

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

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.

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

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.

The Seven New Content Commandments*

Earnest about B2B

*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. A whole cantaloupe melon. You know what is better than snacks?

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Five tactics to convert page visitors into leads

Earnest about B2B

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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

The best presentation slide in history* (tribute)

Earnest about B2B

A picture can paint a thousand words. Ok great. But what if all you’ve got is numbers? Data is increasingly becoming marketing’s weapon of choice.

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

Earnest about B2B

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.

The Post-it note: a short story about user experience and innovation

Earnest about B2B

What can we learn about UX from sticky bits of paper? The humble Post-it note. One of life’s great inventions. Useful for: shopping lists, reminders, creative briefings , flipbooks , ‘kick me’ notes, and a whole bunch else besides.

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Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

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.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

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.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

How 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.

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

Earnest about B2B

Last week I popped down to Old Billingsgate to spend a morning at Square Meal’s ‘Venue and Events Live’. Now in its 11 th year, the show features over 250 venues, event suppliers and expert led sessions, all ran by Square Meal, the UK's Independent Guide to the Best Restaurants, Bars and Venues.

Innovation from the inside: Building Event Wallet

Earnest about B2B

‘I’ve got an idea for an app.’ How many times a day do you hear that? 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.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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

Earnest about B2B

Schiphol Airport had a wee little problem. Or a little wee problem. Visitors to the men’s loos, presumably overly excited to be in Amsterdam, were wildly misfiring when they used the urinal.

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Don’t hate the player – an introduction to gamification

Earnest about B2B

"You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein. I remember well the long summer holidays of my youth. Languid, burnt-yellow sunsets, crickets chirping in the grass, and a lazy breeze gently stirring the leaves.

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

Earnest about B2B

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).

Helping Brixton Prisoners Bounce Back

Earnest about B2B

When we started working with the charity Bounce Back, we had no idea of the scale of the issue they were trying to tackle. We had no idea that 47% of prisoners will re-offend within a year of their release. We had no idea that those re-offenders cost the government between £9bn and £13bn each year.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.