Earnest about B2B

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

Earnest about B2B

However, agencies need to adapt too – and recognise the complex agency ecosystem in play for many clients, which calls for new roles, processes and measures of success.

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. But it’s a good process to go through for key targets.

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.

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

Earnest about B2B

They power electronic payments and banking for more than 5,000 financial institutions, retailers, billers and processors around the world processing $13 trillion in transactions every year. The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. always make more content, their customers can't make any more time.

Lessons from the Brixon Academy

Earnest about B2B

We need to make every experience (touch point if you’re feeling fancy) throughout the sales process and right through to on-boarding not only add up but become something special and completely different from the competition. Customer loyalty customer engagement brand books

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

Earnest about B2B

More and more of our day-to-day processes are now being designed so that we (the users) can complete them online. 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.

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). This should be a quick and easy process. Process – how you do it – short overview of how the process works.

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

Earnest about B2B

Apps like Tinder, Plenty of Fish, and happn provide people with a constant background recreational method of dating, a gamified approach that makes the process more akin to online shopping or Pinterest. Back on the market or going to market? Hot tips from Earnest!

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. always make more content, their customers can't make any more time.

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

The protracted process of opening the piece mirrors the various stages – shortlisting, interviewing, training and so on – that businesses need to go through when filling vacancies using a traditional recruiter. OK, so here’s the scenario. Question.

Novice to Social Media Smarty Pants in 4 Helpful Tips

Earnest about B2B

With your goals, try and adopt a ‘Why Process’ where for example you take what it is you want to achieve i.e. To generate sales … and ask yourself why? And so on and so on, this process allows you to identify your indicators along the way to achieving your organisational goals.

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.

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 Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. always make more content, their customers can't make any more time.

Why use social media? The business case.

Earnest about B2B

It’s no longer a case of you putting materials out and attracting customers. 2. Customers are out there researching. 21% of b2b buyers use social media at some point in the buying process. 3. Your customers are talking to each other and influencers online.

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The B2B CMO checklist for 2014

Earnest about B2B

Focus on creating high value, useful content to support every stage of the buying process - the type of stuff that helps potential clients to formulate strategy, build their business case internally and demonstrate value to the rest of their business.

This is the week that was: Searching for the answer

Earnest about B2B

Despite the conflicting opinions on the use of Facebook for business to business marketing, it is rare today to find an organisation without its very own page – showing off its brand and allowing current and potential customers to interact with its people online.

Why inbound for B2B Marketing?

Earnest about B2B

B2B customers are not sitting around waiting for someone to get in touch – they are out doing their own research. 1 in 5 b2b buyers use online forums during the buying process. Our customers want to connect with us – all the way to the top of the business.

This is the week that was: Searching for the answer

Earnest about B2B

Despite the conflicting opinions on the use of Facebook for business to business marketing, it is rare today to find an organisation without its very own page – showing off its brand and allowing current and potential customers to interact with its people online. When planning a campaign, the element of search should be at the heart – after all 9 out of 10 business buyers say that when they are ready to buy they will find you and 93% of B2B buyers use search to begin the buying process.

Bridging the great Sales and Marketing divide

Earnest about B2B

Create a sales toolkit that’s fully in tune with their needs and where possible gives them the flexibility to tailor the contents to support specific opportunities (that is if they can be bothered – according to IDC , 57 percent of Sales people ‘are either NOT or only somewhat prepared for meetings with customers’). 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.

B2B Summit Crunched

Earnest about B2B

If you really understand the customer – you win (Paul Higgins, Talk Talk). Don’t forget creativity as it’s the thing that separates your process and plans from everyone else (Paul Higgins, TalkTalk business). Everything you need to know from the people in the know. ?b2bsummit. b2bsummit. 400 B2B Marketing professionals, 34 expert speakers, 4 workstreams, 2 keynote presentations, 1 unmissable day in June. We came, we saw, we crunched….

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

Earnest about B2B

One Earnest client, a global IT service provider has committed to doing the very same but in the IT space – industrialising the way it delivers technology services to customers. Rather than building a bespoke solution for each customer from the ground up, they’ve developed reusable templates, based on industry best practice and their own experience of what works, so the solution is essentially 80% pre-built. A lot of process goes a long way.

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

Earnest about B2B

And as BlackBerry grovelled to their customers with app handouts ; the business, tech and marketing world rumbled on. This week Marketing Profs looked at 6 rules for marketing to Europe , surrounding data in reflection of the new e-privacy directive – from ensuring data is lawfully and fairly processed to data not being kept longer than necessary.

"The state of Inbound" - HubSpot Inbound 2014, Wednesday 17th Sepember

Earnest about B2B

His chosen theme was the process of transformation - demonstrated in industry. Gladwell broke down the key traits of someone who transforms a process (such as shipping) as someone who is: Open and creative. Establish a clear SLA with sales on lead handover and processing.

Another B2B blog: Tell me something I don’t know

Earnest about B2B

How are small cake shops engaging their customers online? It’s a therapeutic process with great results. There is nothing quite as tedious as reading yet another blog about what makes the perfect post. If I’ve read it once I’ve read it one thousand times. 600 – 800 words is the optimum. Always tweet about it on a Tuesday. And definitely start with a joke. Everyone loves a joke. It’s with great trepidation, therefore, that this blog post touching on that very topic is written.

This is the week that was in B2B: from MailShrimps to Robot media buyers

Earnest about B2B

What do you do if your customers keep on getting your name wrong? Like the need to align with the buying process, not the selling process.

Lunchbox: Fill a tummy with a tap

Earnest about B2B

The contactless donation box that sits at point of sale in lunch shops across London, is set to take 30p when tapped with a customers contactless card. Most importantly all partners are PCI compliant (there was a lot of paper work in the process), so Lunchbox is completely secure.

The sad story of the B2B marketer and the missed mobile opportunity

Earnest about B2B

Some proof: Google reports 42% of researchers now use a mobile device during the B2B purchasing process (a 91% increase over the last 2 years alone). Winning the shift to mobile’ explores how to win the micro-moments, the critical touch points within today’s customer journeys.

Delivering inbound marketing leads for a startup

Earnest about B2B

InsightBee uses a combination of proprietary technology, expert analysts and great customer experience to set it apart from the crowd. The ‘desktop theme’ was intended to reflect InsightBee’s start up mentality and its less formal and more personal approach to customers.

Changing the site and changing the game for Intelliflo

Earnest about B2B

It allows advisory businesses of all sizes to access their data wherever they are, automate admin-heavy processes and stay compliant with the latest regulations. The change in strategy and surge in performance has galvanised the way the new business process is resourced and planned.

The changing role of the CMO - HubSpot Inbound 2014, Tuesday 16th September

Earnest about B2B

They need to understand targetting and how customers convert and have a much more involved role in the purchase process. Day 2 of HubSpot''s Inbound event started with an impressive keynote speech from Simon Sinek.

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To B2B or not to B2B, is that the question?

Earnest about B2B

Exact Target (for one) think that “there are some fundamental differences between the needs of B2B buyers and that of B2C buyers that impact how businesses should interact with their customers” – especially when it comes to social channels.

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This is the week that was: Stick your neck out

Earnest about B2B

However, as we strive for perfection in our processes are we beginning to lose the ever so important element of surprise? This week salesandmarketing.com talks about the importance of surprising and delighting your customers and how ultimately it may be more effective than all of those efficiency means put together. B2B B2B marketing Content marketing B2B personalisation customer relationships Dave Trott this is the week that was

Lessons to be learnt

Earnest about B2B

The internal education process rests on the marketing team putting their ears to the ground to know what’s going on out there. While getting your head around your industry and customer issues is great, if it isn’t effectively passed on to the rest of the business the task is largely useless. Whether it’s customer pain points, upcoming legislation or changing marketing trends – this stuff is important, and valuable to every person in the organisation.

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

Earnest about B2B

Last week YouTube themselves made the process that little bit easier, allowing users to edit their videos on the site – from colours to cropping. Infographic of the week: You could drown in case studies, stats and best practice examples of businesses using social media channels online to aquire new business and talk to their customers, but is this adoption the same among small and start up businesses?

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This time it’s personal

Earnest about B2B

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. What happens when they can personalise their engagement with customers – and you simply can’t?

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. Here’s the Earnest take on the good, the bad and the ugly of the pitch process – for agencies and clients alike: The long and the short of the brief. Importantly, it’s the start of the selling process. What happens next, if the brief demands it, is the stuff of myth and folklore – the creative process.

Trending in B2B: Earnest’s Top Tweets in July

Earnest about B2B

With 9 out of 10 business buyers using search to begin the buying process, understanding the ins and outs of Google search has never been more important. Businesses can now interact with their customers on a personal level through a variety of channels, but with great power comes great responsibility. Getting closer to customers – the no 1 area of focus for the next 5 years for 88% of CEOs – [link].

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