Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

Cutting customer waiting times. Perhaps the most obvious initial use of a chatbot is to reduce customer frustration by answering customer questions faster. 1) Customer education.

B2C 29

How to make customers brand loyal? Give them the benefit of the doubt.

Earnest about B2B

This is a really nice move from TFL for three reasons: It gives customers the benefit of the doubt and allows them to self-serve their account. Key take-aways: Give customers the benefit of the doubt (not everyone is playing the system). What makes people loyal?

Trending Sources

A guide to content curation. Where can I find shareable social content?

Earnest about B2B

Top tips: Speak to and listen to your customers: use experience of who buys your product, engage with them and use social listening software to build a picture of what they’re interested in. How can we keep the content monster fed and happy?

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

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

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.

The new Superpowers: CCS Predicts

Earnest about B2B

Significant investment and focus is being made by firms in digitising their workflows, mobilising processes and building multi-channel customer experiences – all in order to deliver competitive advantage.

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

Value matters to customers, but price is only part of this. Festival season as we know it has been over for a couple of months now, but that didn’t stop the Festival of Marketing 2015 taking place in East London’s Tobacco Docks.

Five tactics to convert page visitors into leads

Earnest about B2B

And that’s reflected in the fact that most customers think that the quality of a product’s image is more important than product-specific information (63%), long descriptions (54%) or ratings and reviews (53%). #5. Driving traffic towards your lovingly created webpages takes effort.

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

Lessons from the Brixon Academy

Earnest about B2B

Customer loyalty customer engagement brand books There''s a lot for marketers to learn from the epic tale of the Brixton Academy. You will be recommended a lot of business books to read this summer. A lot of them will include fancy graphs. Many will have inspirational quotes.

Aging 33

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

Well, you too could have your moment in the limelight by inviting current and potential customers to tune into your live stream as you launch and talk through a new product or service (creating a video that can in turn be used later.).

Innovation from the inside: Building Event Wallet

Earnest about B2B

‘I’ve got an idea for an app.’ How many times a day do you hear that? Well just over a year ago, I said the very same thing and as part of Earnest Labs, the innovation arm of award winning B2B marketing agency Earnest , decided to make it a reality.Here’s how it happened.

Build 31

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

Earnest about B2B

I wrote a blog post recently about how delighted I was, having discovered how I can easily manage my Oyster card journeys online without having to call customer services. In my opinion, these are the keys to winning and retaining customers.

Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

Indeed, getting customers into the changing rooms is half the battle (particularly for men, where there’s a 65% chance they’ll buy the item they take in). An iBeacon or NFC loyalty-card touchpoint can take advantage of customer data – particularly if you’ve downloaded the store’s app.

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). You worked hard to get your customers - show them off!

Skype 25

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

Earnest about B2B

Companies with a particularly strong digital identity can really surprise and delight their customers with an analogue message; see some rather marvellous examples we developed for Google on our website.

5 tips to amplify your YouTube video and get more views

Earnest about B2B

So here are a few pointers to help get your B2B marketing videos up the search rankings and out onto your prospective customers’ desktops, phones or tablets. We all want our videos to go viral on the Internet, don''t we?

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

Earnest about B2B

Similarly, there are millions of customers worldwide looking for B2B products and services online who are increasingly hitting the Internet to find them; 86% of companies say they now sell online to customers who used to purchase from them only offline.

7 key takeaways from The State of Inbound 2016

Earnest about B2B

Here are some of the headline findings from the latest study: Converting contacts and leads into customers is top priority (74%). Sales teams are stepping up their use of LinkedIn and Twitter to reach and communicate with leads and customers (28%, compared to 22% in 2015).

Marketing Personalisation with the Father of the Bride

Earnest about B2B

Personalisation also helps with customer retention – in one study by Salesforce , 44% of marketers believe it to have a ‘significant impact’ on loyalty and retention. A quick recap of some of the benefits of personalisation: More useful and relevant for customers.

Velociraptors in the kitchen (or: the importance of context in social media)

Earnest about B2B

In the middle of the delicious horsemeat scandal, someone at Tesco Customer Care thought this would be a good idea: As a cheeky joke, between friends or colleagues this is pretty funny in a Dad-pun sort of way (Hay? The importance of context in social media marketing.

B2B 29

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

Earnest about B2B

In my next b2b campaign planning post, I’ll talk about taking this new data and using it to develop customer personas and then how to design for, and communicate to them. Does e-mailing cold data really cut the mustard?

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

So, we provided a free bespoke review of a company’s recruitment and retention processes in exchange for a little bit of information on our customers. This formed the beginnings of a customer database allowing us to start the makings of an ongoing lead nurture campaign.

B2B 29

What does a great B2B marketing email look like?

Earnest about B2B

With the wide, and often marvellous, variety of ways we can reach customers it’s sometimes easy to overlook the impact a well-timed and lovingly crafted email can have. Best practice for B2B marketing emails.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

My point here is to invest some time in finding out who your ideal customer is and actually if they are even open to talking to you. Taking the smoke and mirrors out of becoming a social media pro.

22 reasons you know you work in B2B marketing

Earnest about B2B

When your extensive customer insights sometimes have to come from 2 hours of Googling (shhh, that's a secret). 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.

Feed our desire to be connected or miss out: new Wireless Nation study

Earnest about B2B

Why keeping customers connected is good for business. The real revelation from the Wireless Nation study ( available here ) is that 1 in 4 customers have actually left a business’s premises because they can’t connect to the Internet.

B2B 26

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

A well-structured site or app can be a real differentiator for your customers, especially with eCommerce or where you have a large number of products. Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes.

How to stop people unsubscribing from your emails

Earnest about B2B

First they talk to me like a human being and then recognise that some of their customers might not be the types to enjoy fine dining and the comforts of Egyptian cotton pillows in a sumptuous country retreat all that often. Email is an essential part of the B2B marketing arsenal.

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

Earnest about B2B

If so, we''re sorry, but to be honest if we were a prospect/customer of the organisation, they could so easily make the same mistake. 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 broken funnels to abject failure

Earnest about B2B

Instead, he argues that it’s all about playing a different game now – whether that’s innovating in how you create and package your products to delivering a differentiated customer experience.

Parlez-vous B2B? The dangers of using jargon in your marketing

Earnest about B2B

According to Professor Daniel Read, a behavioural economics expert, marketing spiel from lenders instils “excessive irrational optimism” in buy-to-let customers. Think with the customer in mind – are you giving them what they want?

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

Earnest about B2B

warehouse picking ), tech & customer support, architecture & design, medical – you name it. > > It’ll be a key differentiator in the ability of firms to deliver great customer experiences (and if they don’t do it well, really bad ones). >

B2B 17

For the love of your customers: How a free coffee can make all the difference

Earnest about B2B

What does it take to make your customers feel appreciated? He spilt the beans that staff at the ever-expanding sandwich chain were actively encouraged to give away something for free to their favourite customers. Firstly, I felt valued – a prized customer in fact.

B2B 14

Has technology made marketing easier and better, or just faster?

Earnest about B2B

Before the digital revolution, marketing existed through a limited number of mainly mass-market, non-interactive channels (outdoor and TV to name two) – meaning marketers were able to tell their customers about a product – but not really hear what they thought about it in return.

iBeacon: The Future of Content Marketing?

Earnest about B2B

Amidst the use cases there are now real-life case studies: Apple began using iBeacons at all its 254 retail stores in the US in December to help customers shop or pick up an order they’ve already placed. Or a smarter way to reach and engage customers.

The marketing graveyard has shut up shop

Earnest about B2B

We know social can have massive effects on a campaign, we know social is great to engage with clients and potential customers, blimey we even run campaigns that have social as the focus (if that is the right answer). A blog post on the death of email caused quite a stir recently. The point was a fair one – B2B marketers are focusing on email marketing when in fact they should be keeping up with the latest marketing trends. There was even evidence to back it up.

This is the week that was: Long live marketing

Earnest about B2B

Not only does the city see outdoor billboards as ineffective at catching the imagination of a city full of potential customers but they also see a horrible blot on the landscape – so they decided to get rid of them all and replace them with trees and community spaces.

Trump. Brexit. And B2B Marketing

Earnest about B2B

Too many times I meet marketers who’ve never met a customer. Ok, it’s a clickbate headline, but bear with me – there is a genuine link between the three. For us in B2B marketing we can learn from how Trump and Brexit succeeded, and where their opponents failed.