Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

Some of the best B2C examples of great omnichannel chatbot experiences come from the airline industry, whether that’s booking a flight using Kayak’s Facebook Messenger chatbot or KLM’s chatbot.

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

Earnest about B2B

Basically, this new infographic explores each type of content and explains when it is best used and why.

Trending Sources

The best presentation slide in history* (tribute)

Earnest about B2B

This brings me to the best slide ever**. 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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No more Big Bang: Why b2b brands are taking a new approach to launching ‘big idea’ campaigns

Earnest about B2B

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.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

How to improve your luck: 4 simple tips

Earnest about B2B

Understanding what’s best for your customers is key – our MD Chris Wilson talks more around this in his thoughts on Behavioural Economics. “I''m a greater believer in luck, and I find the harder I work the more I have of it” ? Thomas Jefferson.

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Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

Humanise the printers – positioning them as the best employee small businesses ever had. How best to do this? 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?

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. He’s often out on his long boat so UOB’s mobile alert function is perfect to help him move fast and seize the best opportunities wherever he is in the world.

The seven commandments for a successful rebrand

Earnest about B2B

See the fruits of our labour when rebranding DX (winner of Best B2B Brand Initiative). You usually know when it’s time for a rebrand.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

Knowing that 75% of exhibitors do not follow up leads, we took advantage by quickly ‘crunching’ all the best quotes, stats and facts from the day into a slideshare document and sharing with new contacts straight after the event – helping us keep up the conversation.

The Seven New Content Commandments*

Earnest about B2B

Continually refine and optimise your content for the best results, even as someone is reading it. *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.

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

Earnest about B2B

You take your Berol Handwriting Pen ™ and, in your very best and most grown up handwriting (just like you’ve been practicing), you write the words: “Buy chipotle sauce”. What can we learn about UX from sticky bits of paper? The humble Post-it note. One of life’s great inventions.

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IBM's Watson gives the real insight on brand personality

Earnest about B2B

And you like to set your own goals to decide how to best achieve them.". You consider independence to guide a large part of what you do: you like to set your own goals to decide how to best achieve them.". How do you get to the heart of a company?

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

Earnest about B2B

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.

Don’t hate the player – an introduction to gamification

Earnest about B2B

At its best, it blends strategy with a scalable platform that has the power to motivate ongoing engagement. "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.

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

Earnest about B2B

Forms – best practice exists. Follow best practice wherever you can. 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.

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.

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The Panini Sticker: Probably the best content marketing in the World

Earnest about B2B

A look at the sticker phenomenon that''s taken the world by storm. You may not have noticed but an epidemic has been sweeping the globe these last few weeks. It’s afflicted children and adults alike – in fact a surprising number of grown men.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

The best marketing teams champion the tangible benefits of bringing pioneering specialists and the best third party suppliers in to supplement their own talents. "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? And I hear him making the noise ‘tea’, and his lips making the right shapes, but I know – I know – that what’s coming back won’t actually be tea.

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The not-so-secret formula to B2B website UX

Earnest about B2B

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. In this post I’ll try to give a few tips to getting started. What’s your website even for?

5 tips to amplify your YouTube video and get more views

Earnest about B2B

You can choose the order your videos play in, so it’s best to follow up with something relevant. The best way to get them interested is to give them an exclusive opportunity to view and share the content ahead of it going out on other platforms.

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

Earnest about B2B

Maybe ‘Whosthedaddy69’ isn’t the best profile name? Back on the market or going to market? Hot tips from Earnest!

Why it’s high time for a Trip Advisor for Content

Earnest about B2B

Able to find the best ranking content in that field. Where buyers and prospects can find the best, most useful content without the pain and disappointment they face today. An idea to separate the good, the bad and the just pain ugly in content marketing.

Marketing Personalisation with the Father of the Bride

Earnest about B2B

But marketing strategies need to focus on the customer’s needs, wants and preferences as well as what a marketer wants to achieve - and personalised communications will work best when they are addressing a specific need.

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Michelin Guide - The greatest piece of content marketing ever devised

Earnest about B2B

Looking for one of the best examples of content marketing? Try looking back 100 or so years. It’s been said (we may have even let it slip ourselves) that content marketing was the big buzz word of 2013. But the reality is content marketing has been around for as long as we know.

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

Earnest about B2B

Sadly, when it comes to getting the best b2b response rates, it''s apparent that there’s no formula for 90%+ click-throughs or a theory for achieving 100% lead conversions but there are definitely some useful ideas that everyone can bring into their campaigns to make them more successful.

What does a great B2B marketing email look like?

Earnest about B2B

Best practice for B2B marketing emails. Loads more of this sort of stuff – benchmarks, best practice guides, useful marketing stats – can be found in the Essential Benchmarks for B2B Marketers e-book.

Essential benchmarks for B2B marketers

Earnest about B2B

Vital statistics, benchmarks + best practice guides for B2B marketers. What’s this? All the vital statistics and B2B benchmarks you could ever need in one handy little e-book? Go on then.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

You will eventually get to a point in your digital strategy where it is fully optimised to get the best results. Trial and error is your best friend, don’t be afraid to give it a go. Taking the smoke and mirrors out of becoming a social media pro.

B2B Summit 2014. Crunched.

Earnest about B2B

All the best quotes and stats from the #b2bsummit14 in one handy slideshare. There was certainly a lot to take in, so for the benefit of marketingkind we took down all the best quotes and stats from the day and crunched them all into one slideshare.

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22 reasons you know you work in B2B marketing

Earnest about B2B

When there’s a category in your industry awards entitled ‘Best integration of sales and marketing’ that you’d actually like to win. 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. You know you work in B2B marketing. When your Mum has no idea who any of your clients are - despite all of them being bigger than the company that makes her favourite brand of toilet cleaner.

A boxer, magician and writer walked into AdWeek: Lessons in marketing from other industries

Earnest about B2B

She’s best known for her films The Iron Lady, Suffragettes and Shame and her television programs such as The Hour – so she knows what she’s talking about. Adweek Europe featured a number of slightly unusual speakers and there’s something that can be learnt from them all. I’ve pulled together some of their pearls of wisdom and looked at how these are relevant to the world of marketing. ‘Be Be brutally open to change’– Abi Morgan, Screen writer.

This is the week that was: B2B Marketing round up

Earnest about B2B

All the best bits in the world of marketing. As we come to terms with the fact that the sun has packed up his hat and left us, we keep our chins up and gather the best bits of news, views and insight that we have stumbled across this week. Article of the week. Blogging has always been the stalwart of the social media set – the pieces of content that were being written before people were even talking about content marketing.

Get off the Content Marketing gravy train

Earnest about B2B

To make matters worse, the vast majority of what’s being created is at best average, but all too often, just sheer bilge. Why too much content recycling and rehashing means it''s time for a rethink. Search ‘Content Marketing’ on Google and you get 361 million search results.

Should your business be vlogging? Can it fit into your B2B marketing strategy?

Earnest about B2B

A natural assumption is made here – that the best way to reach your business audience is through pieces of written text. Every business strives to stand out from the competition by being best in their field.

This is the year that was: B2B Marketing 2013 Crunched

Earnest about B2B

All the best, Earnest. All the facts, the stats, the quotes and more in B2B Marketing in 2013. It''s been another heady year for B2B marketers. Challenging, frenetic and exhilarating in equal measure.

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

Earnest about B2B

Cisco took to Twitter like a duck to water - and still leads the way in b2b social media best practice. Which businesses were early adopters on Twitter? And what were they saying 8 years ago? Today, Twitter is celebrating its 8th birthday.

The night the claustrophobic giant pangolins earned their freedom: collaboration in B2B marketing

Earnest about B2B

By working together as a team, the initial unsophisticated panicking was soon overtaken by a flowing sense of cooperation and communication that allowed us to focus the best minds where needed. “Trapped, like a trap in a trap.” – Dorothy Parker.

When brand enemies unite: Big Blue takes a bite of the Apple

Earnest about B2B

If there’s something to learn, however, it''s that your arch-rival may one day become your best buddy. So maybe it’s best not to knock them because it might come back to haunt you. What happens when two big brands with history join forces?

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