Earnest about B2B

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This is the week that was in B2B: from Jetson’s reboot to buyer journey revelations

Earnest about B2B

In a week that saw a group of bankers get their comeuppance for swindling small businesses, lettuce rationing hit the British Isles and Snapchat valued at $25bn ahead of its IPO, here’s what was going down in the heady world of B2B marketing: ‘Mega budget brand launch’ of the week.

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

Earnest about B2B

From the importance of a good customer experience (52% stop buying after a bad customer service interaction) to the rise of machine learning (by 2018, 20% of business content will be written by machines), get the trends in full here. 'AI

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

Earnest about B2B

Once this was the standard for any business brand campaign launch. With the influx of lean start-ups and disruptive businesses, established brands realise that they need to do things a little differently. Do you recognise the following checklist? Press release.

Be ashamed, very ashamed: the power of behavioural psychology

Earnest about B2B

Being located at the heart of the busy London metropolis is great. How one carefully designed sign stopped the dumping. A couple of months back, here at Earnest, it dawned on us we had a problem. However, it also has some drawbacks.

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B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

Testing Event Technologies at EventLab

Earnest about B2B

Recently we hosted London Business School at EventLab – a showcase of event technologies. Now they want to get down to business – meet new people and learn new and interesting things to impress their boss on return to the office.

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How to improve your luck: 4 simple tips

Earnest about B2B

Having luck on your side in business can only be a good thing – but where does this luck come from, how do we become more lucky, and is it even real? Likewise in business, we tend to identify those who have been lucky and unlucky.

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The new Superpowers: CCS Predicts

Earnest about B2B

Bots are going to be big business – changing the way we interact online, overtaking apps in usage and traffic volumes by 2021. Business apps. Last week the great and the good in the tech industry gathered at the CCS Insight annual Predicts event.

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

The future of business under the spotlight. London Business School was playing host to its 2015 Global Leadership Summit - which I and a few other Earnest folk had the good fortune to gatecrash. What if?

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B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

Picture it, you’re a small(ish) business. And there you have it, the idea that helped us launch Canon’s new range of printers, designed especially for small businesses. Humanise the printers – positioning them as the best employee small businesses ever had.

Using the power of emotion: B2B Marketing Awards campaign case study

Earnest about B2B

Business decision makers still need to justify their decision to invest in your product, or even spend time researching you, so marketing needs to satisfy their implicit and explicit goals. The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014.

The seven commandments for a successful rebrand

Earnest about B2B

By working out your brand framework – be it monolithic, endorsed, free-standing or hybrid – you will cover product strategy, customer segmentation and business strategy. You usually know when it’s time for a rebrand.

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

Make it feel like part of the business… and create a coalition of the willing” Scott Harrison, APN and Boom! We should not be starting new businesses to make money.

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B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

Five tactics to convert page visitors into leads

Earnest about B2B

What works for Amazon or Apple might not be effective for your business. 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.

The best presentation slide in history* (tribute)

Earnest about B2B

As part of the business of persuasion, numbers and data are compelling tools. If you can make a statement about a business or a process or any issue really, and back it up with a data trend as evidence, you become pretty hard to argue with. A picture can paint a thousand words.

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

Earnest about B2B

Thought of the week: Look busy everyone! In this piece from the New Statesman , it’s suggested in the ‘acceleration society’ we live in, the less you achieve, the more important it is to look busy. Therefore the winners are those who tell everyone how busy they are.

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Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

And are they worth businesses sniffing their noses at? While the actual design of the app is not quite as pleasing on the eye, Meerkat does have some great additional features that could particularly benefit businesses.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

But what does this corporate nonsense really say about a business? Powered by Watson , the tool uses ‘a spectrum of cognitive and social characteristics’ to analyse a block of text in order to determine the personality of the author (or in this case business).

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

Especially in business. I’ll say that again – ESPECIALLY in business. After all, business people are still people, they just happen to be at work.

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

Earnest about B2B

In such a busy marketplace if you aren’t offering something of value to your audience – something interesting – then what reason do they have to engage with you? Last week I popped down to Old Billingsgate to spend a morning at Square Meal’s ‘Venue and Events Live’.

Innovation from the inside: Building Event Wallet

Earnest about B2B

Here I was surrounded by businesses, spending one fifth of their budget on face to face events, giving out printed brochures and limp one page product sheets. ‘I’ve got an idea for an app.’ How many times a day do you hear that?

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Don’t hate the player – an introduction to gamification

Earnest about B2B

Gamification takes the data-driven techniques that game designers use to engage players, and applies them to non-game experiences to motivate actions that add value to your business. "You have to learn the rules of the game.

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Helping Brixton Prisoners Bounce Back

Earnest about B2B

Most of their funding came from businesses and government funding. As well as engaging the public we wanted to target businesses and potential big donors to help bolster the campaign.

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Your invitation to Experiential Lab

Earnest about B2B

There are a lot of ways to do this, and lots of great businesses out there that can help you do it – you may just need a bit of inspiration to find the right ones. As you’ve probably noticed, in recent years breath-taking experiences have become increasingly important in the world of marketing, becoming a key tool that all brands are going to need to add to their arsenal.

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

Earnest about B2B

This switch from managed to self-service is great news for businesses. But there must be a business case for it otherwise it wouldn’t exist. If you’re going to offer users self-service information, you need to get with the programme.

Lessons from the Mad Men

Earnest about B2B

In today’s fast-paced, frenetic business marketing world we’re almost drowning in emails, texts, WhatsApps, Skypes, Hangouts, PowWows and GoToMeetings. 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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7 key takeaways from The State of Inbound 2016

Earnest about B2B

Marketers are clearly focused on achieving their business objectives and monetising opportunities, trying to increase number of leads, site traffic and revenue from existing customers.

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

Earnest about B2B

So, Vlogging is big business. A natural assumption is made here – that the best way to reach your business audience is through pieces of written text. This vlog was first started by Gary Vaynerchuk in 2006 to create buzz for his family’s New Jersey wine business.

The not-so-secret formula to B2B website UX

Earnest about B2B

Don’t make me think Each task on a website should allow the user to get what they need (an answer/solution) and the host business to get what they need (a new customer/sale). People are busy. And critically if your competitor's site is easy to use, that's bad news for your business.

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Etiquette & Propriety: a quintessential guide to decorum in B2B marketing

Earnest about B2B

Some potential misunderstandings are colourfully detailed in Earnest’s The Alt Dictionary for Businesses. And finally, handshakes: First impressions count in the business world – no one is taken seriously when their handshake feels like a sad octopus looking for a mate.

5 tips to amplify your YouTube video and get more views

Earnest about B2B

But time and experience has proved it’s not that easy to get a million views if your video content is less “ Cat In A Shark Costume Chases A Duck While Riding A Robot Hoover ” and more “Get the most out of your business software package”.

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

Earnest about B2B

But by ensuring that you stand out, your strategy is focused, and that you’re learning from your experiences, there’s no reason that you can’t be crushing lobster claws with the love of your life, or converting hot business leads into sales, all through 2015.

Internet video killed the TV star. The rise of YouTube for B2B advertising

Earnest about B2B

As the second largest search engine on the Internet and with three billion new videos uploaded every month, businesses are beginning to come around to the opportunities available to reach their audiences through advertising on YouTube.

Lessons from the Brixon Academy

Earnest about B2B

You will be recommended a lot of business books to read this summer. But few will give you as much real insight into business as ‘Live at the Brixton Academy ’ It’s certainly not sold as a business book.

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Marketing Personalisation with the Father of the Bride

Earnest about B2B

"Although my schedule is very busy, I decided to take time out to write you a peronal reply". In fact, according to Janrain , a massive 77% of consumers would trust businesses more if they explained how they’re using personal data.

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Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

Ingeus , offers a unique fully-managed service model that focusses on relieving HR professionals of their recruitment burden – only putting forward talent tailored for a business. To put Ingeus at the forefront of busy HR and recruitment execs and drive volume recruitment.

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

Earnest about B2B

Which businesses were early adopters on Twitter? Microsoft Business UK. TalkTalk Business. HSBC UK Business. O2 Business. It took 2 years (not too surprising) for big business brands to hop onto the Twitter train.