Earnest about B2B

This is the week that was in B2B: from content marketplaces to dinner dates

Earnest about B2B

Doesn’t help if you’re a shifty looking chap like me mind. All the news you didn’t think you needed until now from the world of B2B marketing and beyond: Trend of the week…. goes to the content marketplace movement.

Helping Brixton Prisoners Bounce Back

Earnest about B2B

So of course we were delighted to offer our help to a charity who trains people at Brixton prison in painting and decorating skills – enabling them to secure employment and a fresh start the day they step out of prison. How can we help?

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Trending Sources

Be ashamed, very ashamed: the power of behavioural psychology

Earnest about B2B

Hopefully, our careful choice of words also helped in some way. How one carefully designed sign stopped the dumping. A couple of months back, here at Earnest, it dawned on us we had a problem. Being located at the heart of the busy London metropolis is great.

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

Earnest about B2B

Content curation is basically taking other people’s content that’s already out there and either summarising it helpfully (pointing out the best bits) or using it to substantiate an opinion or comment. How can we keep the content monster fed and happy?

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

You don’t need to be a start-up or Google to innovate

Earnest about B2B

All of these questions and more were answered last Thursday at Earnest HQ when we were joined by 25 of our favourite clients to hear from speakers helping to drive innovation in marketing. Earnest Labs can work with you to help drive innovation and alternative ways of marketing your business.

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

Earnest about B2B

The system in general is a brilliant innovation, paper tickets were helping no one. What makes people loyal? Mutual respect is one thing. What makes people loyal to brands? The feeling you’re getting something valuable and being treated fairly and not like an open wallet.

Testing Event Technologies at EventLab

Earnest about B2B

From interactive 3D maps of the venue to slick diary management, Eventbase has helped people enjoy events from SXSW to Cannes Lion. Recently we hosted London Business School at EventLab – a showcase of event technologies. The purpose?

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How to improve your luck: 4 simple tips

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I’ve always considered myself a fairly lucky chap, even though in my rational mind I know that ‘luck’ is only a superstitious construct designed to help rationalise freak occurrences and coincidences. “I''m a greater believer in luck, and I find the harder I work the more I have of it” ?

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Meet the team. Channel marketing campaign case study for Canon

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In the age of mobile working, cloud connectivity, all those things you never knew you needed until you had them, how does a mere printer help. And there you have it, the idea that helped us launch Canon’s new range of printers, designed especially for small businesses.

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

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ACI Worldwide came to us to help launch their new product, Universal Online Banker , which enables banks to offer a tailored approach to online banking. In addition, useful content was offered to help shape and inform their strategies.

The new Superpowers: CCS Predicts

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There are already front-runners like Google who are using machine learning to slash their cost base (it’s helped Google deliver a 53% increase in revenue in last 2 years with only 4% increase in CapEx).

Event Wallet: Making an impact at Event Tech Live

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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.

Five tactics to convert page visitors into leads

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Help visitors picture what you’re offering. 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.

IBM's Watson gives the real insight on brand personality

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Thought Microsoft wasn't there to help you out? You are altruistic: you feel fulfilled when helping others, and will go out of your way to do so. You consider helping others to guide a large part of what you do: you think it is important to take care of the people around you.

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

A helpful blog post – good as an intro to the subject. As I’m speaking at the upcoming B2B Marketing conference 2014 , it occurred to me that I should probably set out my stall as to why this topic is important.

Can you move down please? A behavioural nudge for the tube.

Earnest about B2B

Print a small picture of a fly in the urinal and guys will, subconsciously or not, aim for the fly - helping them to hit the right spot. Schiphol Airport had a wee little problem. Or a little wee problem.

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

Earnest about B2B

Well no, but it certainly helped. They can amplify your marketing, help drive momentum and extend your reach far beyond your typical audience. Last week I popped down to Old Billingsgate to spend a morning at Square Meal’s ‘Venue and Events Live’.

Don’t hate the player – an introduction to gamification

Earnest about B2B

Stay tuned for some excellent examples of how gamification has helped some of the world’s top businesses fuel engagement and generate awareness. "You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein.

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

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Then you get some helpful advice: “Your password needs to have 1 uppercase character, 1 lowercase character, 1 number, 1 symbol, 1 underscore and 1 Cyrillic character. If you’re going to offer users self-service information, you need to get with the programme.

Lessons from the Mad Men

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So they bring in an IBM super-computer to help with media planning and wow clients. 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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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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Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

This can help stores manage their inventories to ensure their most popular products are also converting into sales, and provide valuable data to predict trends and prepare for future demand. “If men liked shopping, they’d call it research” - Cynthia Nelms.

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

Earnest about B2B

The traditions are still strong: In a vulgar world of innumerable emails, gaudy banner ads, prosaic landing pages, and impenetrable slideshares, using good old fashioned print can help you stand out and win your audience’s attention.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

These help them ensure they’re among the 30% of CMOs who have a clear program for aligning sales and marketing this year, and not one of the 64% of CMOs who have no process to manage their marketing automation. Having a strong grasp of critical processes can ensure you’re getting the most out of your projects, and help in not getting milk all down your tie or tea rings on your notepads. "I would rather have a cup of tea than sex." – Boy George.

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The not-so-secret formula to B2B website UX

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I just want to know what it is, how it works and how it can help me do my job? In place of reams of info, companies now feel compelled to produce helpful and useful content addressing issues and validating the user’s decision to visit the site.

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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?

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

Earnest about B2B

“By the time you finish reading this sentence, users around the world will have uploaded another eight hours of video to YouTube.”. No longer the preserve of cats playing musical instruments , YouTube has become one of the most exciting and sensational media sharing websites in the world.

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

Earnest about B2B

Everywhere they look there are offers of help. An idea to separate the good, the bad and the just pain ugly in content marketing. Spare a thought for the consumers of content out there (aka. your potential buyers). Guides to this. Infographics for that.

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

Earnest about B2B

There aren’t any golden rules to this, but here are some pointers to hopefully help you avoid your very own #DinosaurGate2015. The importance of context in social media marketing.

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Marketing Personalisation with the Father of the Bride

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Plenty of available data tells us that, in the right circumstances, consumers like it and it helps marketers to do their jobs. 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.

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Crafting an effective, award-winning global B2B campaign - case study

Earnest about B2B

Behavioural economics helps pave the way here – it gives us an understanding of how our brains work: and this is a consistent set of findings that apply globally. Do a campaign guide (with a big campaign flow diagram – it seriously helps).

5 principles of Information Architecture & why it matters to marketing

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In order to help them achieve these goals an information architect can: Understand what content users need. This process can help to influence your navigation menus. There are various tools to help shape and structure your content in a site: Organisational schemes (e.g.

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Lean, mean and keen on inbound marketing? Earnest’s new sister company woO could be for you.

Earnest about B2B

We’ve also been fortunate in helping a number of our clients embrace inbound – as an integrated part of their campaign strategies to great success. It’s got a clear remit – to help mid-market brands bring home more business and make their marketing more profitable.

This is the week that was: B2B Marketing round up

Earnest about B2B

This week the BBC did an interview with Biz about the book and his view on the future of social – where the focus is on building communities who help each other and work as one. 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.

Get off the Content Marketing gravy train

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There’s no denying its role in helping marketers embrace a new modus operandi. 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. And that’s just people talking about content marketing.

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

Earnest about B2B

When the guys down the pub, I mean teachers, can no longer help. 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.

This is the week that was: From marketing fail to podcast sensations

Earnest about B2B

This mindfulness app aims to help users tackle problems such as poor sleep and stress. It’s New Year and ‘This is the week that was’ is back in business. We''re here to bring you our round-up of all things of minor note to B2Bers in the last 7 days.

This is the year that was: B2B Marketing 2013 Crunched

Earnest about B2B

Rather than simply a retrospective, we hope what lies within can help to inform and justify your plans for the coming year. All the facts, the stats, the quotes and more in B2B Marketing in 2013. It''s been another heady year for B2B marketers.

This is the week that was: Apps, hacks and content marketing advice

Earnest about B2B

These three online tools from Optimal Workshop are really easy to use and can help you sort your information and structures out. February is a short month but there’s been loads of interesting stuff flying about this month.