Earnest about B2B

Trending Sources

Eight years of top business brands on Twitter and their First Tweets

Earnest about B2B

Date set up: 29th Jan 2010. Date set up: 6th April 2010. Date set up: 19th May 2010. Date set up: 2nd November 2010. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Today, Twitter is celebrating its 8th birthday.

This is the week that was in B2B: from April Fools to controversial rebrands

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Founder John McAfee sold the firm to Intel in 2010 telling the Beeb: “ I am now everlastingly grateful to Intel for freeing me from this terrible association with the worst software on the planet.”

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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.

What lies ahead: from the Wearables watershed to the Internet of many more Things

Earnest about B2B

in UK v 242 mins in 2010. Last week, analyst CCS Insight hosted its annual ‘Predictions for 2016 and Beyond’ event.

Did you see the unicycling clown?

Earnest about B2B

Nokia punted a statistic back in 2010 that the average person incredibly stares at their phone 150 times a day. Way back in 2009, the Applied Cognitive Psychology journal published some interesting research about a unicycling clown. Researchers at Western Washington University were keen to investigate the effects of divided attention during walking – comparing the impact of different distractions.

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

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The fact is, of the 17m tablet computers sold in 2010 , some 15m were Apple iPads. 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.

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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. So, 2010 continues the theme, but brings an edgier feel to it, and (see below) a bit of much needed glamour.

Chasing out the humdrum: The story so far…

Earnest about B2B

Tags: B2B agency of the year B2B awards B2B marketing B2B marketing awards 2010 Marcomms Agency of the Year B2B Agency of the Year B2B Marketing Awards

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.

Trending in B2B: Earnest’s Top Tweets in October

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Trending in B2B: Earnest’s Top Tweets in September

Earnest about B2B

As the summer becomes just a faded memory and the winter peeps its head around the corner, the bloggers and social contributors of the B2B world continue to roll out a fresh supply of thought leadership.

Vital statistics for B2B marketers – The case study

Earnest about B2B

Back in June, Earnest began its very own social media experiment. Take a whole selection of statistics from the heady world of b2b. Add our own unique Earnest spin on things – and turn them into a jaunty 3 min 48 sec video. Then spread the word.

Trending in B2B: Earnest’s Top Tweets in August

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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

But first a minor disclaimer: our study was carried out over a week in mid-May 2010. 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 ) .

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?

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.

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.

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

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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.

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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.

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

Earnest about B2B

It may not be all doom as gloom though – Ovum predicts that between 2010 and 2015 the industry will be back on the rise, growing by 4.4%. Last week the National Office of Statistics released a report stating that mobile internet usage is reaching nearly 50% , up from just 31% in 2010.

Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. 36) I hope you had a successful and productive 2010.

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Best Social PR Guides and Tips of 2010 (So Far)


Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far. Social media has fundamentally altered the practice of public relations.

Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. It’s the result of 2 years of hard work, and it looks very good. The revamped user interface makes working with Eloqua a lot of fun.

The State of the Blogosphere 2010

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The State of the Blogosphere 2010 Since 2004, Technorati has published its annual State of the Blogosphere report. In 2009 and 2010, we saw microblogs and tumblelogs such as Posterous and Tumblr gain in prominence and universality.

The Best B2B Marketing Ideas of 2010

delicious b2bmarketing

The Best B2B Marketing Ideas of 2010 A guest post by Jeff Ogden , president of Find New Customers Although companies like Marketo, Eloqua and Kinaxis have produced terrific written content in blogs, e-books, etc., 19 , 2010, the marketing take-away I shared was “Think Different.&# 19, 2010. Those are a few of the favorites we found in 2010.

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Best Email Marketing Tips, Tactics and Metrics of 2010


3 items that should be in your 2010 email budget by BtoB Magazine. While social media is the flashy show horse of online marketing, email remains the solid workhorse.

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50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far)


You’ll find the answers to these questions and many more here in 50 of the best Twitter tools, posts, how-to guides and rants of 2010 so far.

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.