2011

Earnest about B2B

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

Earnest about B2B

Every good marketing strategy needs a good set of performance indicators to back it up. However, more often than not, determining these targets can be as big a stab in the dark as a game of pin the tail on the donkey. So here are a few figures from Earnest to turn your wild guestimate into an educated estimate. It’s not the size that matters it’s what you do with it. Let’s start with the big picture – marketing budgets.

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

Earnest about B2B

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. Little did we think this would be Earnest’s year.

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

Earnest about B2B

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. Little did we think this would be Earnest’s year.

The epic rise of online video in B2B

Earnest about B2B

From kids biting fingers to customer vox pops, online video today has changed the way people consume and share content online. The fact is video has become one of the fastest growing content channels in history. YouTube is now the second largest search engine in the world with well over two billion searches per day. Amazingly 48 hours of video is uploaded to YouTube every minute. The seismic shift of how information is being consumed and shared online is clear to see.

Viral 12

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

B2B Content Marketing: Reaching the people that matter

Earnest about B2B

Yesterday Earnest had the pleasure of a guest speaker spot at B2B Marketing ‘s Content Marketing seminar.

This is the week that was: Welcoming the wind of change

Earnest about B2B

As the fuzzy heads clear from the aftermath of the Earnest summer party; we look back on a week in which America and the UK battled Katia and David Walliams took on the fine feat of swimming the 140 miles of the Thames for charity.

This is the week that was in B2B: Wobbles a plenty

Earnest about B2B

It was one of those weeks where the world wobbled. The US lost its AAA credit rating, the FTSE100 saw £150bn wiped off the value of its shares and a crisis of confidence struck the Eurozone – again.

This is the week that was: When social media showed its good and bad side

Earnest about B2B

This week there was only one thing dominating the news (apart from the small issue of the economy going down the pan) – the streets of London were taken over by baton and Blackberry wielding youngsters, ready to grab whatever they could get their hands on.

Best Practices for a Marketing Database Cleanse

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

This is the week that was: Searching for the answer

Earnest about B2B

As the unfortunate folk in Scotland were blown around by 165 MPH winds , David Cameron refused to bend his back on the latest European bailout package and here at Earnest we were once again soothing sore heads after a cracking Christmas shindig. All the while the world of B2B ticked along – with journalists, bloggers and tweeters sharing their news and views.

This is the week that was: Taking a look into the future

Earnest about B2B

As the clocks went back last week, Europe’s leaders really wish they could turn back time as the EU economy tail spins into further disaster. Meanwhile protestors have been showing their disdain at the bankers outside St Pauls Cathedral and Vince Cable has been trying to save his own money where he can by not paying his taxes. Still – there was plenty of good things in the world of B2B to report, and here they are for you in one handy blog post. Business turn-around of the week.

Unlocking the content dungeon

Earnest about B2B

As B2B marketers begin to plan for 2012, brows are being furrowed, heads are being scratched and a problem is beginning to rear its ugly head. “We’ve just not got enough content.” ” Or as the more astute marketers are saying: “We’ve just not got enough GOOD content.”

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Bridging the great Sales and Marketing divide

Earnest about B2B

Fire up your browser. Tap the words ‘Marketing and Sales Alignment’ into Google. Wait 0.10 seconds – and guess what – you’ll get a whopping 12 million search results. To misquote one beleaguered astronaut, “Houston, we have a problem.”. Marketing. Sales. It’s a love-hate relationship. Well, unfortunately, all too often we love to hate each other.

The new 80:20 rule: Industrialising your marketing efforts to drive a better ROI

Earnest about B2B

Last year Accenture conducted an extensive survey into the strategic priorities of senior marketers globally. Whilst the results were hardly revelatory, there was a remarkable consensus of opinion with 81% of executives citing ‘operating more efficiently’ as their most important goal. Faced with budgetary pressures, headcount issues, demands to demonstrate greater ROI and simply, not enough hours in the day, b2b marketing execs are certainly feeling the pressure.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

This is the week that was: The death of the tagline?

Earnest about B2B

As we start gearing up for party season here at Earnest with the B2B Marketing Awards and our very own Christmas bonanza just around the corner, we look back at a week of provocation, u-turns and fancy footwork. The Eurozone enjoyed its new role as world economy trouble maker, speculator Warren Buffett finally decided to get into tech stocks, and Burlusconi relied on the likes of Ronaldo and George Clooney to save himself from the slammer.

This is the week that was: Getting inside the minds of CMOs

Earnest about B2B

As we brush off the dust from the winter coats and ponder the annual question of why there are Christmas adverts on the TV already, there is another week of news to digest. There was one more addition to the history books as Col. Gaddafi left us for the next life. At the same time the UK government debated leaving the EU , and the city of Manchester was split down the middle after the football shock of the season.

This is the week that was: A slice of the BlackBerry crumble

Earnest about B2B

There was a lot going on out there last week. Sadly up to a third of you may have missed many of the best articles as your smartphone became about as useful as a banana and you had to revert back to that strange machine sitting on your desk to check your emails and communicate with all and sundry.

This is the week that was: When CEOs transformed from people to tweeple.

Earnest about B2B

It may seem like a running theme, but this week the decline of the Eurozone economy continued to dominate the headlines, with more rescue plans than the emergency services in the Himalayas. To add to the pain for big business here in the UK, the opposition leader Ed Millband waged war on the fast buck business culture.

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.

Are your customers content?

Earnest about B2B

Content Marketing for CRM: Part 1. How you market to your customer base matters more than ever. Businesses are at last waking up to the fact that the key to success now lies not only in acquiring new customers but importantly, building the loyalty and maximising the value of their existing customer base.

This is the week that was in b2b: we love a bit of controversy

Earnest about B2B

As the plot thickens at News International, some lucky Scots scoop £161m in Europe’s biggest ever lottery prize and we learn that spelling mistakes ‘cost millions’ in lost online sales, another week draws to a close. But cut to the chase you say, what’s been going on in the world of b2b marketing? Hashtag bashing of the week. As Twitter celebrates its 5 year anniversary, it’s the humble tactic of hash-tagging that’s been under scrutiny this week.

This is the week that was in b2b

Earnest about B2B

In the week that saw a Facebook user jailed for contempt of court, IBM kick start its centenary celebrations and the British PM getting a much deserved berating – what, you may ask, has been going on in the heady world of B2B? Here’s Earnest’s take on the last 7 days: More pitches than a farmer’s field at Glastonbury. It’s been warm smiles, firm handshakes and crisply ironed shirts a plenty this week as Earnest took part in not one, not two, but three pitches.

This is the week that was: Lucky number 7

Earnest about B2B

In a week in which Rupert Murdoch was cruelly pied in the face whilst being questioned by a panel of MPs and England started their summer cricket campaign against the might of India, here at Earnest we were celebrating the lucky number 7. Over the last 7 months , we have pitched for 7 new clients and won 7 fantastic new projects to work on.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

This is the week that was: Leo has left the building

Earnest about B2B

It was the week a rogue trader cost the CEO of UBS his job, the Euro-zone crisis continued with the downgrading of Italy’s credit rating and one lucky fellow showed off his new thumb.

This is the week that was: The age of the digital bin man

Earnest about B2B

Another week brings a new plethora of interesting stories to mull over and digest. While the world closed in on Gadaffi and Jeff Bezos learnt the hard way that you should not attempt to build and fly your own space rocket, we all realised that the summer that never was is coming to end.

This is the week that was: What of the future generation?

Earnest about B2B

Despite Big Brother bringing itself from the murky TV grave and the world economy continuing the get the odd bit of press for its catastrophic turmoil , the age old issue of A level results getting easier and the mad rush for University places dominated the headlines this week.

This is the week that was: Revealing the new b2b buyer

Earnest about B2B

It was the week that tens of thousands of public sector workers took to the streets in protest at changes to their pensions, Jeremy Clarkson wished he’d kept his mouth shut and YouTube decided to give its website a spit and polish. Here at Earnest, the hangovers finally cleared after bagging 6 B2B Marketing Awards at last week’s celebratory do, allowing us to bring you another week’s finery in B2B marketing… Frugal thinking of the week.

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.

This is the week that was: Revealing the new b2b buyer

Earnest about B2B

It was the week that tens of thousands of public sector workers took to the streets in protest at changes to their pensions, Jeremy Clarkson wished he’d kept his mouth shut and YouTube decided to give its website a spit and polish. Here at Earnest, the hangovers finally cleared after bagging 6 B2B Marketing Awards at last week’s celebratory do, allowing us to bring you another week’s finery in B2B marketing… Frugal thinking of the week.

This is the week that was: When social media put its brakes on

Earnest about B2B

As the Christmas lights are turned on in Oxford street we look back at another eventful week. Italy joined Greece on the teetering edge of economic meltdown and Berlusconi finally agreed to give up his part-time job running the country. Meanwhile media mogul James Murdoch was put in the pressure cooker once again and accused of being a mafia boss by a very brave Tom Watson.

This is the week that was – Public bickering and mourning.

Earnest about B2B

It was not just big news for the tech industry but consumers all over the world – this week sadly saw Steve Jobs passing away, leaving behind a great legacy. Although the iPhone 4s did not wow the crowds who had their fingers and toes crossed for the iPhone 5, the forward thinking technology delivered by the new leadership at Apple shows signs of good times ahead.

This is the week that was: When captain credit crunch reared his ugly head

Earnest about B2B

Another frantic week in Earnest HQ was littered with great content to digest and share. Last week saw worldwide economic issues put solidly back on the map. As Europe’s purse strings were stretched , here in the UK banks pondered the implications of their impending shake up and Roman Abramovich was left wondering whether that £50 million he splashed out last year was really worth it.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

This is the week that was: When Apple lost its core

Earnest about B2B

It was the week where the world played hunt the Libyan dictator , Steve Jobs said a sad farewell to Apple and HP ‘did an IBM’ But whilst Arsenal’s defence slept, the world of B2B marketing was positively thriving. ‘Seismic Shift in Silicon Valley’ of the Week. There were big announcements a plenty as HP made public its plans to sell its PC business,bin the tablets and buy Autonomy , Britain’s biggest software firm. No big deal you may say.

This is the week that was in b2b – history in the making

Earnest about B2B

It was certainly a week for the history books. From the phone hacking scandal that brought down the 167 year old British red top to the 135 th and final Space Shuttle launch, we had it all. But what will history remember in the world of b2b? In all honesty, not a lot, but here’s the Earnest take on the last 7 days. Useful report of the week. You may have seen Forbes’ Digital C-Suite report – 18 months old but still a worthwhile read.

This is the week that was: ‘If you want the rainbow, you gotta put up with the rain’

Earnest about B2B

From heat waves to thunderstorms, last week saw it all. As the tirelessly angry public sector workers decided to strike and march on the streets of London, the unstoppable Novak Djokovic lifted the gold trophy at Wimbledon, while Google quietly rolled out their newest attempt to take on Facebook – Google+. Things were not quiet at Earnest HQ while we kept our beady eye on the world of B2B. Here is our take on what happened. Hitting them for 6.

This time it’s personal

Earnest about B2B

It was way, way back in 1993 that Don Peppers and Martha Rogers published ‘ The One-to-One Future ’. For marketing practitioners everywhere, it was (and arguably still is) essential reading – introducing concepts such as ‘mass customisation’ and encouraging us to manage customers rather than products or services. We were promised that One-to-One marketing would increase the value of our customer base by establishing a learning relationship with each and every customer.

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.