Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

With bots we can analyse how consumers interact; conversation length, sentiment analysis and nudges that lead to particular behaviours to understand the customer journey.

B2C 29

Five tactics to convert page visitors into leads

Earnest about B2B

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. Here are five things you can do ensure your visitors get what they want – while encouraging them to do what you want in the process. #1.

Trending Sources

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

Earnest about B2B

And Samsung are leading the way in Europe. Do you recognise the following checklist? Press release. Internal desk drop leaflet and PC ‘wobblers’. Overly-complicated sales decks and message houses. Homepage banner updates on corporate sites from Azerbaijan to Zimbabwe.

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

You need to listen and know when to lead - and when to follow (via Sir Jeremy Greenstock). What if? The future of business under the spotlight. While the ad industry indulged itself in Cannes last week, there was another, much more stimulating event taking place back here in London.

B2B 35

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

The Seven New Content Commandments*

Earnest about B2B

5 - Lead the digital transformation by going analogue. *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. Pringles. Cherry bakewell slices.

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

Earnest about B2B

Think positively: Audiences aren’t quite as rational as you think, often downright barbarous, so encouraging them to make lots of micro-yesses leads to a more likely macro-yes – a product purchase or an adopted service.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Process (keeping both the teapot and your leads warm). Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. "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?

B2B 27

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

Earnest about B2B

Companies that blog generate 67% more leads per month than those that don’t, and 82% of marketers who blog on a daily basis acquired a customer from it. Back on the market or going to market? Hot tips from Earnest!

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

So, if done properly, personalised communications can provide marked improvements in performance as well as leading to happier customers. "Although my schedule is very busy, I decided to take time out to write you a peronal reply".

B2B 29

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.

The smarter way to collect content

Earnest about B2B

The information of those who have collected the content on the day can then be passed to your lead hungry sales team. Sharing content at events was stuck in the past. Not anymore.

Employee engagement using iBeacons: The Misys case study

Earnest about B2B

As proof, we wanted to share with you a case study of how we used proximity marketing – and specifically iBeacons in a B2B context for Misys, a leading provider of financial software, globally. Who said innovation was the sole domain of B2C marketers?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

22 reasons you know you work in B2B marketing

Earnest about B2B

When you count a highly successful campaign as generating 16 leads (okay, it did bring in £32m). When your client's buying cycle is so long that their CMO will have moved jobs three times before any of the leads you’ve generated for them convert into sales. 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.

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

Earnest about B2B

The advice isn’t groundbreaking but in a world where we get hung up on lead gen, demand gen, UX, ATL, big data, open data and everything in between, it’s nice to take a step back and remember the obvious. 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

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

Earnest about B2B

Service delivery will be underpinned by the use of HubSpot’s industry leading inbound platform. This means woO can deliver real-time reporting, lead scoring and nurturing – all from one place, giving marketers and business leaders full visibility of performance. woO who?

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

Earnest about B2B

According to Social Media B2B , companies that blog generate 67% more leads per month than those that don’t. The Sunday Times magazine recently made a bold statement: ‘ if you haven’t heard of Alfie Deyes, then you are old. Simple’.

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

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. Where possible, we''ve used their lead b2b account as our point of reference - and there''s a fair to middling chance in one or two instances we''ve picked out the wrong one.

This is the week that was in B2B: from broken funnels to abject failure

Earnest about B2B

goes to traditional lead gen, according to Sangram Vaire, writing for Inc.com. Given less than 1% of leads ever generate revenue for B2B companies, he argues the B2B funnel is well and truly broken.

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

Earnest about B2B

In between making us all feel quite ancient, we asked her for some thoughts on a live brief we had on for a global lead generation programme. From “ARPA” to “BRIC” and “lead gen” to “collateral” – it read like an A-to-Z of B2B marketing jargon.

Vital Statistics for B2B Marketers Two. Inbound vs. Outbound

Earnest about B2B

But the numbers are worth taking into account… outbound costs $364 per lead compared to $135 for inbound. Not long ago, being a B2B marketer was simple. The more you pushed out there, the better your pipeline. But then something changed. Here are all the latest facts and stats B2B Marketers need to build the case for a balanced inbound and outbound marketing strategy. As always use and abuse at your leisure and feel free to share your own Vital Statistics using #b2bvitalstats.

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

Earnest about B2B

Instant dialogue can lead to rushed decisions. Technology and data allow us to get our marketing right. We just need to take the time. No one’s really going to pat you on the back for noticing that technology has completely changed the marketing industry.

iBeacon: The Future of Content Marketing?

Earnest about B2B

One problem it could solve is arguably one of lead attribution. Say hello to iBeacon and the world of micro location-based targeting. It was easy to miss. Back in June 2013, Apple announced it was introducing a seemingly innocuous function in its new operating system iOS7 entitled iBeacon.

This is the week that was: Long live marketing

Earnest about B2B

Today, Buzzfeed is so much more than just a bunch of amusing lists – they are leading the industry’s trends in social, mobile and video. As we shine up the newest awards for our half green table , it’s onwards and upwards with another reflection on this, the week that was. Article of the week.

Spreadsheets, stress balls and spell-check: what you should know before starting a career in account management

Earnest about B2B

George, my most learn'd and wisest brother" he said, "I know not of how to be an effective accounts man, would you - with your bounty of experience, worldly insight and market leading commercial acumen - provide me with top tips to ensure I thrive?". "Nobody knows what I'm doing. It's good for mystique." Roger Sterling, Suit, Mad Men. My youngest brother starts an internship in account management this week.

B2B 12

This is the week that was in B2B: from April Fools to controversial rebrands

Earnest about B2B

Probably not.Berlin startup scene is preparing for a Brexit bonanza.Introducing the B2B marketing lead tamagotchi (lirpa loof).Silicon All the news that's not worth printing from the heady world of B2B marketing and beyond: Controversial rebrand of the week.

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

Earnest about B2B

That’s going to lead to some customers expecting a freebie – which can surely only lead to disappointment. What does it take to make your customers feel appreciated? Last week, Clive Schlee, CEO at Pret a Manger dropped the f bomb in an interview.

B2B 14

'We're not selling anything'. B2B content that entertains

Earnest about B2B

When Worldpay said they needed a bit of content to drive leads, we knew we had to think differently to stand out from the noise. While content marketing is central to businesses inbound marketing strategies, our friend Doug Kessler was right when he said the single biggest threat to content marketing is in fact, content marketing. The problem is, in every industry, the market is flooded with copy-cat, dull, tired content.

Vital statistics for every B2B marketer

Earnest about B2B

Sales generate 53% of their own leads and marketing contributes just 24%. Use and abuse at your leisure… where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research. B2B companies are ahead of their B2C rivals when it comes to social media adoption. 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C. 75% of B2Bers participate in microblogging (eg.

Welcome the newest member of your marketing team – the HR director

Earnest about B2B

Marketing has targets to hit – and in the large part these targets are about bringing in leads for sales to follow up. As internal communications become a key channel, how much of a role does HR have to play in marketing? HR have always had a bit of a hard time.

The proof is in the pudding – The essential benchmarks for all B2B Marketer’s

Earnest about B2B

Leading us nicely on to how that budget is typically being allocated… Spread your cash wisely. Companies with 1-10 employees spend up to 44% of their lead generation budget online using SEO, PPC, blogging and various social media channels however in companies with 50 or more staff, the budget allocation to these online activities falls to just 31%. Blog daily or multiple times a day and you will see your number of leads shoot up.

This is the week that was: Pitches, Emails and Jelly

Earnest about B2B

This week Ginny Soskey from Hubspot explained why marketers should be using SlideShare to bring in real sales leads. So it’s no surprise inboundsales.net learned a few lessons from him when it comes to B2B lead generation. The best of the best in B2B marketing.

B2B 10

Version 1 syndrome: Why you need to stretch your time budget.

Earnest about B2B

And it’s leading to ‘Version 1’ syndrome – the contentment to settle for the first iteration of ideas. Not budgeting the right amount of time for a project is killing creativity. At a recent B2B marketing event Steve Kemish made a simple, but powerful demonstration.

Don’t count your followers before they have hatched

Earnest about B2B

All this means one thing – every piece of campaign activity has to be measured for its results, and ultimately the amount of leads these bring for the sales team. Don’t get us wrong – we are huge advocates of using social media to drive leads, engage in conversations online and share engaging content. Finally, how many sales leads are coming directly from your social media activity and the conversations you have online.

Together they stand. Divided they fall.

Earnest about B2B

Michael Sippy, one of the firm’s leading product managers, explained that it was quite simple. Social media. It’s all about sharing. Isn’t it? For the users maybe, but the news this week suggests otherwise – with Twitter and LinkedIn announcing the end of their partnership that started in 2009.

API 12

This is the night that was: Earnest wins 6 B2B Marketing Awards

Earnest about B2B

What we didn’t anticipate was walking home with 6 awards: Best Integrated Campaign, Best Use of DM and Best Lead Generation Campaign for our Thunderhead I AM campaign. It’s sore heads and big smiles a plenty in Earnest Towers as we dote over the spangly array of awards that now adorn our office. The B2B Marketing Awards bash is now a firm fixture on the industry calendar – and just gets bigger and more sparkly every year.