Earnest about B2B

Vital statistics for every B2B marketer

Earnest about B2B

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.

Vital Statistics for B2B Marketers – the video

Earnest about B2B

Every week new statistics are emerging with sometimes contradictory views on the trends impacting B2B marketing. Back in March, we published a blog post: Vital Statistics for B2B Marketers – with the aim of trying to make some sense of what’s going on – and the fundamental changes that are underway. Following considerable interest in the post, we decided to bring the story to life further producing the Vital Statistics video.

Trending Sources

Chasing out the humdrum: The story so far…

Earnest about B2B

In September 2009, we set out to create a B2B Marketing Agency with a difference: …Driven by a desire to work our way into the consciousness of B2B marketers globally.

Infographic of the day: Stairway to Brand Heaven and Hell

Earnest about B2B

Check out David Armando’s visual thinking archive for plenty more great infographics or visit his Logic & Emotion blog.

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The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

Trending in B2B: Earnest’s Top Tweets in August

Earnest about B2B

Top Tweeting. Would you believe it? Another month has flown by and even in the holiday season of August the world of B2B online has continued to churn out a flurry of facts, stats and information to wet your knowledge whistle.


Why too many clicks make you thick

Earnest about B2B

That bloke Nicholas Carr is at it again. Back in 2004, he penned the Earnest favourite ‘ Does IT Matter ?’ A fine piece of business writing, it stoked the ire of the tech world at the time. The overriding theme was simple: IT can no longer be a source of competitive advantage.

Top Infographics for b2b marketers

Earnest about B2B

Infographics are all the rage: visual representations of data that are both beautiful and enlightening. From a marketer’s perspective, they’re a welcome addition to the communications arsenal – helping bring to life complicated and potentially dry content in a highly engaging way. .

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Just how connected are the world’s top 5 IT services companies?

Earnest about B2B

It was a simple idea. Take the top 5 IT services companies globally - and see how they’re managing their brands on the social web. So the top 5 under scrutiny (as defined by Services Top 100 ) . Fujitsu. Accenture.

Best Practices for a Marketing Database Cleanse

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

Causing offence: The pain and anguish of customer loyalty

Earnest about B2B

Last week I received an apparently inoffensive letter generously offering me two month’s free broadband. Let’s just say, it was the straw that broke the camel’s back.

Campaign watch: Oracle. Ironman. Machine. Embarassment.

Earnest about B2B

Reading The Week on the tube this morning I stumbled across a double page ad for the new Ironman 2 film – or then again was it an advert for Oracle? Nope, it’s an ad for both in what seems like one of the most bizarre b2b campaigns to date. . Get it?

B2B Marketing Awards campaign – pt 1

Earnest about B2B

THIS YEAR IT’S PERSONAL… As reported in B2B Marketing, the 2010 awards campaign has kicked off. link]. We developed the creative for the awards campaign last year, which not only went down well in the industry, but had some great results.

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The Joy Of Pitching And Where It Can All Go Wrong

Earnest about B2B

The pitch process: it separates the wheat from the chaff; the winners from the also rans; the successful from the just plain shambolic. It’s both the bane and the boon of agency life – and undoubtedly no walk in the park for our friends on client-side. As David Kean comments in his fine tome Pitching to Win : “Pitching for business is the last bastion of amateurism in an otherwise wholly professionalised business economy.” The truth is – he’s not wrong.

A lesson in global brand management for b2b marketers

Earnest about B2B

Last night Earnest had the pleasure of dropping in on the Mandrake Club to hear Amanda Mackenzie , Chief Marketing Officer of Aviva plc speak. . And Amanda has some roll call. First-ever female member of Global Insurer Aviva’s Exec Board (bear in mind that’s in the company’s 300 year history). First board member to have responsibility for brand, marketing and comms globally. Think 45 million customers in 28 markets worldwide.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

When familiarity breeds intent: 5 tips to building brand awareness

Earnest about B2B

Sit down. Brace yourself. According to a recent DemandGen report, 9 out of 10 business buyers say that when they’re ready to buy, they’ll find you. Now ask yourself, in all honesty, will they? The fact is the b2b buy cycle is changing fundamentally – and vendors are on the back foot. The Internet has empowered buyers of business services and products with the ability to research, scope, specify, shortlist vendors, and even purchase, without us even getting a sniff of what they’re up to.

Trending in B2B: Earnest’s Top Tweets in July

Earnest about B2B

A good while ago, Earnest embarked on a quest: to feed the good b2b marketing folk of this land – a regular diet of news, analysis and occasional randomness from the world of b2b via the monster that is Twitter. And now, for those of you who missed them first time round, we thought we’d bring you a monthly top 10 of our most popular Tweets. Vital statistics for b2b marketers: Earnest’s new video – from social media adoption to the changing b2b buy cycle – [link].

Brand loss, no one’s gain: The misery and anguish of M&A activity

Earnest about B2B

Within the heady world of business, mergers and acquisitions are two a penny today. The story’s a common one: big behemoth snaps up rival or smaller fare to… a) see off the competition. b) allow it to flog more stuff to its customers. c) leap into new, more promising markets. d) make up for massive strategic oversights in not seeing the next big thing coming. e) all of the aforementioned.

This could be the start of a beautiful relationship

Earnest about B2B

Ideas to improve your customer marketing. We spot a hot new prospect across the crowded marketplace. We flatter them with niceties and promise them the world. We finally convince them, we’re a match made in heaven. And then, as soon as they’ve thrown caution to the wind and committed to us, we’ve lost interest and are looking over their shoulder at our next potential conquest.

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.

Unloved and overlooked: Getting your customer marketing back on track

Earnest about B2B

According to the folk at Harvard Business Review, it costs up to seven times as much to find a new customer, than to get more business from an existing one. It’s no surprise then, where once b2b organisations were going all out to acquire new customers, there’s a growing realisation that existing customers could well offer a wealth of opportunity. But let’s clear something up.

How do you get a 60% response rate from FTSE250 Finance Directors?

Earnest about B2B

Finance Directors and CFOs have got to be the pinnacle of ‘hard to reach audiences’ (with maybe the exception of the untouchable CEO). They’re busy. Senior. Cynical. And have an army of gatekeepers. And of course they hold the purse strings. The challenge we were given by PensionsFirst Analytics was straightforward, but far from a walk in the park. “We need to get meetings with CFOs of FTSE 250 companies. And we want to get in front of a quarter of them.&#. No easy task.


Election watch: IT’s new battle for hearts and minds

Earnest about B2B

With a £178bn budget deficit to contend with, the public sector is going to fall prey to a severe nip and tuck, regardless of which party comes to power. While sympathies must first and foremost go to the keyworkers who will bear the brunt, with pay caps, new vacancies disappearing into the ether and relentless pressure to count every paperclip, spare a thought (okay perhaps not sympathy) for the other whipping boy in all this – Information Technology.

Buyer personas – under-used, but over-abused?

Earnest about B2B

There’s been some interesting discussions on buyer personas recently. To get up to speed quick, try these: [link] and [link]. Personas are still woefully under-used – which suggests either: a) people simply don’t know what they are but still have good insight/understanding of their target audiences; or b) that too many conduct marketing programmes without having a critical foundation of customer insight.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

. Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all.

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.

B2B 101

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity.

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11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year?

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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.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics.

The 4 C’s of B2B Marketing

Buzz Marketing for Technology

We’ve all heard about the four P’s of marketing. Product. Price. Placement. Promotion. The four P’s were created mainly to describe the ideal “marketing mix&#. The term “marketing mix&# became popularized after Neil H.

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7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1.

How PR and Social Media Can Work Together


Social media and PR would seem to be natural allies. Both are primarily focused on brand awareness, credibility building and image enhancement. Both are critical tools for dealing with bad news or crisis situations. Both require relationships with influential people in one’s industry to be effective.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Is Traditional B2B Marketing Dead?

Everything Technology Marketing

Earlier this week, I was on a panel at the WIT event "The Intersection of Marketing & Technology" in McLean, VA. One of the discussions was about the dramatic changes happening in B2B marketing today and what the future will hold. The question "Is traditional B2B marketing dead?"

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Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

If I could offer you a billboard in the middle of Times Square for little to no cost for you to advertise your company would you do it?

Seven Ways to Use Social Media for Business


Though business use of social media is rapidly increasing, many executives remain skeptical of its value.

Improve Service with a Customer Touch Point Map

B2B Marketing Traction

Tweet. Have you ever bought a product or service where you were excited about your decision to buy (maybe after a rigorous buying process), only to be very disappointed by the delivery? It happens all the time.

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.