Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

While it’s easy to dismiss chatbots as a B2C marketing fad, we believe it’s time B2B marketers started considering the potential of chatbots for their organisations. B2B Marketing Technology b2b innovation chatbot AI

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

Earnest about B2B

All the news you didn’t think you needed until now from the world of B2B marketing and beyond: Trend of the week…. Rather than relying on inhouse teams to generate content, more and more marketers are looking to tap into the burgeoning gig economy and dispersed teams of freelancers.

Trending Sources

One of these things will happen to all B2B Marketers in 2017

Earnest about B2B

You will attend a B2B marketing event where someone will in all honesty tell you that content marketing is the next big thing. _ You’ll briefly consider the impact of voice controlled devices on your marketing, but when you ask Siri it’ll say ‘Sorry I don’t understand that question’. _

This is the week that was in B2B: from HP printergeddon to Accenture rebrand

Earnest about B2B

The industrial behemoth is currently flying high as a purveyor of marketing par excellence. comes courtesy of Michael Brenner at Marketing Insider Group (if he does say so himself). B2B Marketing b2b B2B latest news

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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

Earnest about B2B

goes to Sam Hurley writing on Sparklane – with his 6 significant no-fluff trends for B2B Marketing in 2017. AI tools for B2B marketers' of the week. B2B Marketing b2b B2B latest news

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

Earnest about B2B

12 learnings from ‘Perk Me Up’ – Earnest’s first marketing innovation breakfast. It’s a word bandied around a lot in marketing these days. What new marketing innovations should we be aware of? Using this mantra can have an amazing influence on what a marketing team can achieve.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

Launch Canon’s new range of MAXIFY printers into the SMB market – through the reseller channel. The specifics: A highly targeted videopak direct mailer was created targeting buyers in channel marketing partners. B2B Marketing Creative Picture it, you’re a small(ish) business.

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

Earnest about B2B

The Earnest campaign shortlisted for the Best use of Direct Mail at the B2B Marketing Awards 2014. The market itself is a complex one, but wrapping a message up in long words and complex ideas doesn’t make you appear any more intelligent. B2B Marketing Creative

The Rise of the Customer Marketer

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

How to improve your luck: 4 simple tips

Earnest about B2B

Much like inbound vs outbound marketing, sometimes it’s more effective to let good luck come to you – and generosity is a great way to enable that. B2B Marketing Behavioural Economics “I''m a greater believer in luck, and I find the harder I work the more I have of it” ?

22 things we learned at the Festival of Marketing 2015

Earnest about B2B

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. Sounds like someone needs to work on bridging the sales/marketing divide. B2B Marketing Events Brand innovation

25 things I learnt at the LBS Global Leadership Summit

Earnest about B2B

In a study of micro-entrepreneurs, those with access to marketing education made 86% more profit (via Rajesh Chandy). B2B MarketingWhat if? The future of business under the spotlight.

Happier Living with Traces or more SoMe skepticism?

Earnest about B2B

B2B Marketing TechnologyCan new social media app traces bring us closer together? I am, admittedly, one of these social media (SoMe) sceptics. I’m sure we’ve all been part of the same conversations theorising what impact SoMe has had on our personal relationships.

The new Superpowers: CCS Predicts

Earnest about B2B

Smart watches still can’t find a compelling use case that drives mass-market adoption. Quantified self devices (health and fitness) is where the growth will be – so much so, in 2018 smart sports shoes will sell 1 million pairs to become the first mass market smart clothing. -.

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

The seven commandments for a successful rebrand

Earnest about B2B

In spite of this, many marketers and brand managers have been scarred from previous failed rebrand programmes. Thereby raising the strategic importance of the rebrand – from ‘simply’ marketing planning – to the highest level, as it is intrinsic to the future plans of the business.

Banging the drum

Earnest about B2B

We're all hugely excited, rather humbled and quite shocked to have won B2B Marketing Agency and B2B Campaign of the Year at The Drum marketing awards last night - for the second year in a row!

The Seven New Content Commandments*

Earnest about B2B

Content marketing*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. A whole cantaloupe melon.

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Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

After briefly testing Periscope at our recent Charity Tech Pub Quiz we thought we would take the three biggest live streaming apps for a ride (there are many others entering the market) to see what they are all about and how or if marketers could use them to their advantage.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Emotion in B2B marketing is important. No debate needed.

Earnest about B2B

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.

Event Wallet: Making an impact at Event Tech Live

Earnest about B2B

All credit to Adam and his team at Event Tech Live, the day was a real success and a perfect way of introducing ourselves into the market. If you were at Event Tech Live this week it’s very likely that you’ll have bumped into Oscar the Robot.

Five tactics to convert page visitors into leads

Earnest about B2B

Content marketing User experience design b2b uxDriving 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

Data is increasingly becoming marketing’s weapon of choice. Spotting trends in behaviour and tracking and analysing activity has allowed marketers to gain real insights into how programmes and products are performing. The good news is that this isn’t really a secret to b2b marketing.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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

Earnest about B2B

B2B Marketing Did you see that loud, cold, blurry thing that just whizzed past at 100 miles per hour? That was January. It absolutely flew by and here we are in February. Still, at least it’s almost pancake day (17 th ). Here’s our round up of all the things that caught our eye last week.

IBM's Watson gives the real insight on brand personality

Earnest about B2B

Content marketing TechnologyHow do you get to the heart of a company? How do you really understand what they are all about? You go to the ‘About Us’ section of the website, of course. But what does this corporate nonsense really say about a business?

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

Earnest about B2B

So this has me thinking – what pitfalls are there in the world of B2B marketing? Mind your P’s and Q’s – but also your I’s and O’s : They may be the top buzzwords of this decade so far, but there’s a good reason for why those in the know are talking about inbound and outbound marketing.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Similarly, any ambitious marketing team must develop and nurture their three elements too – the people, the strategy, and the knowledge. The best marketing teams champion the tangible benefits of bringing pioneering specialists and the best third party suppliers in to supplement their own talents. Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. B2B Marketing

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Innovation in higher education marketing

Earnest about B2B

Tips and tricks on how marketing professionals can be more innovative. But while teaching continues to evolve, higher education is lagging behind other industries in innovative and digital marketing. Content marketing Technology

Don’t hate the player – an introduction to gamification

Earnest about B2B

For these reasons the rise of gamification, and its application across marketing products and services in the last few years, has particularly resonated with me. B2B Marketing"You have to learn the rules of the game. And then you have to play better than anyone else" - Albert Einstein.

Innovation from the inside: Building Event Wallet

Earnest about B2B

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. ‘I’ve got an idea for an app.’ How many times a day do you hear that?

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

Earnest about B2B

Only 8% of event marketers say they have cracked developing relationships and closing deals off the back events , and it’s no surprise when organisers and exhibitors are often slow to follow up once the big day has finished.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

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

Earnest about B2B

Back on the market or going to market? And as more customers search and buy online, more B2B companies are formulating and creating inbound marketing strategies – indeed, the number of marketers who state they are practicing inbound surged from 60% last year to 85% only this year.

Lessons from the Mad Men

Earnest about B2B

What marketers today can learn from 1960’s Ad Land. Eventually, dozens of taglines are discarded and the team develop a campaign idea based on market research combined with creative thinking – to blow away the client and win the account. B2B Marketing Creative

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Essential benchmarks for B2B marketers

Earnest about B2B

Vital statistics, benchmarks + best practice guides for B2B marketers. We won’t bombard you with facts and percentages here, instead we’ll let ‘Essential Benchmarks for B2B Marketers’ speak for itself. B2B b2b social media Content marketing marketing benchmarks

Marketing Personalisation with the Father of the Bride

Earnest about B2B

There is no denying that personalisation should be considered a core tactic for marketers in B2B. Plenty of available data tells us that, in the right circumstances, consumers like it and it helps marketers to do their jobs. B2B Marketing personalisation

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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