Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

A number of the examples below are from the B2C world but bear with me… the rise of messaging platforms and chatbots is set to mimic the social media explosion, from personal use ( Siri , Cortana and Alexa ), then to B2C and finally through to B2B.

B2C 29

IBM's Watson gives the real insight on brand personality

Earnest about B2B

We decided to give IBM's new ‘Personality Insights’ tool a spin to find out. Powered by Watson , the tool uses ‘a spectrum of cognitive and social characteristics’ to analyse a block of text in order to determine the personality of the author (or in this case business).

Trending Sources

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

Earnest about B2B

I’d personally love to spend more time watching Ted talks. 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

But soon we’ll see the rise of ‘strong’ AI tools that can handle more complexity – automated customer service chatbots and those offering advanced email personalization and segmentation capabilities.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

The new Superpowers: CCS Predicts

Earnest about B2B

Microsoft is well positioned – but to maintain it’s dominance in Enterprise, it will need to make Office 365 free for consumers (winning the personal device to win in the workplace). Last week the great and the good in the tech industry gathered at the CCS Insight annual Predicts event.

Live Streaming Apps - the future of Content Marketing?

Earnest about B2B

It was this combination of events that really put ‘personal live streaming apps’ on the map. Until the start of this year ‘live stream’ was a term that only existed in the lexicon of desperate football fans that couldn’t access Sky TV.

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

Earnest about B2B

There were some great updates and personal recommendations from their editing team; here are a few of my favourites below: IET Roof Terrace – Opens soon as part of the IET London: Savoy Place £30 million refurbishment project.

Helping Brixton Prisoners Bounce Back

Earnest about B2B

At the Bounce Back Christmas party this year we got the chance to meet a handful of the ex-inmates who have been helped through the programme, and it was fantastic to see in person what huge difference Bounce Back make to people who deserve a second chance.

Help 27

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

Earnest about B2B

I recently attended an event and the event organisers had very efficiently collated the event itinerary into a personal website. If you’re going to offer users self-service information, you need to get with the programme.

The Earnest Charity Tech Pub Quiz

Earnest about B2B

We used the app on the night to build a ‘photo treasure hunt’ around the room, crowning the winner the person who could spot the link between each photo. Last week Earnest Labs hosted its inaugural ‘Charity Tech Pub Quiz’.

5 tips to amplify your YouTube video and get more views

Earnest about B2B

There’s always at least one person in every office who has 500 connections on LinkedIn. 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

NB: If you liked this, maybe you’re the kind of person who’d like inbound marketing tips from cats too. Back on the market or going to market? Hot tips from Earnest!

Innovation in higher education marketing

Earnest about B2B

And with widespread access to superfast broadband, e-Learning is fast becoming an expected alternative to in person teaching amongst students, removing both the geographical and economical barriers for international learners.

Lessons from the Brixon Academy

Earnest about B2B

Take your reputation seriously – both your personally and for your business. 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.

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

Earnest about B2B

Jokes are laughed at as the specific set of people they are shared with understand the references and have knowledge of the person telling them. The importance of context in social media marketing.

Viral 29

Marketing Personalisation with the Father of the Bride

Earnest about B2B

And if, like Jerry, you had been sufficiently compelled by his funny stuff to write a fan letter to Steve Martin, you would have received this highly personal (and excellent) reply. "Although my schedule is very busy, I decided to take time out to write you a peronal reply".

Stats 29

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

Earnest about B2B

Imagine a portrait for each and every person on the list; the data you’ve bought might let you see the shape of their face but it’s up to you to find out what colour eyes they have, how big their nose is and how they style their hair.

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

Earnest about B2B

This was interesting from a business and personal point of view. For example; Person 1: ‘I’ve just booked a holiday’. Person 2: ‘Oh nice, where are you going?’. So now the conversation moves onto where Person 1 is going on holiday and how close the hotel is to the beach. However, Person 1 was actually going to explain that they had booked a holiday because they were stressed and need to get away.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

Each user is different and will follow a personal path. Humans are ‘informavores’ after all. We need information to survive. What’s all this then? I recently attended a day all about Information Architecture (IA) put on by Akendi. The importance to marketing teams is clear to note.

How to stop people unsubscribing from your emails

Earnest about B2B

Talk to them like human beings - use a bit of personality and charm to persuade them you''re worth staying in touch with. Email is an essential part of the B2B marketing arsenal. It''s easy to execute, easy to measure and easy on the budget. What''s not to like?

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

Earnest about B2B

The lines continue to blur between our work and personal lives. Why keeping customers connected is good for business. Next time you’re out and about, put your smartphone down for a second and look around you. We’re all at it. Eyes glazed. Attention fixed.

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

Earnest about B2B

Is this a person talking or a company? The 18 th Century French philosopher, Etienne Condillac , observed that “every science requires a special language, because every science has its own ideas.”

Email Marketing for different buyer personas

Earnest about B2B

Email Marketing for personality types - what''s the strategy? These guys (or girls) would be red on a personality colour wheel and like you to give it to them direct. They want to connect with your brand at a human level so keep it personal too!

iBeacon: The Future of Content Marketing?

Earnest about B2B

Where your ad only appears when one of your targets is approaching – significantly reducing wasted eyeballs by ensuring your ad is only viewed by the right person at the right time. Say hello to iBeacon and the world of micro location-based targeting. It was easy to miss.

Dwell 21

A word in your right ear: Using neuroscience to build a more persuasive case

Earnest about B2B

Apparently if you want to get someone to do something, you should speak into the person’s right ear. So long as we don’t feel threatened by the person, the release of oxytocin makes us feel a person is safe to trust. What marketers can learn from behavioural psychology to really get stakeholder buy in. There’s an irony in the fact that Marketing just aren’t that good at marketing themselves.

Trust 19

Brand high jinx and what you can learn from Paddy Power's Mischief Maker

Earnest about B2B

Harry did confess to having to close down his own personal Twitter account this week - having been bombarded by disgruntled Man Utd fans following the recent Moyes stunt. The inside track on the Paddy Power Mischief Team''s marketing strategy.

Be a Holiday Hero: Taking b2b marketing out of a business context

Earnest about B2B

Watson is a great tool for businesses that can do a whole range of things; Watson can analyse your HR data , Watson can give you personality insights , Watson can win American game shows.

Better the devil you know

Earnest about B2B

He had it all – the nous, the ambition, the motivational speeches, even the ability to refer to himself in the third person. Why breaking into new markets is tougher than you think. Last week the latest series of the Apprentice came to an end. Lord Sugar, former proprieter of Alan M Sugar Trading and other such jewels in the crown of British industry, pointed his finger and uttered the words: “You’re hired.”.

The Earnest Christmas kidnapping

Earnest about B2B

After a week of cryptic anonymous phone calls, personal notes with abstract icons and very few details, five of our colleagues arrived last Wednesday to find padded envelopes on their desks. We give you the inside scoop on the Earnest Christmas party.

When the product doesn't live up to the hype: the story of the Sinclair C5

Earnest about B2B

This time a new kind of personal transportation – powered by electricity. The world just wasn’t ready for a revolution in personal transport. It certainly wasn’t ready for it to be revolutionised by a single person, battery powered three wheeler – with pedals.

Peak performance and happy endings in B2B marketing

Earnest about B2B

Or directing customers through to a personalized online video that’s got that wow factor? The smart chaps at Decode last week issued their quarterly science update entitled ‘The peak-end effect’. We, as marketers, know that leaving customers with a positive impression across everything we do is pretty important, right? But how exactly do customers evaluate what a positive impression is?

The B2B CMO checklist for 2014

Earnest about B2B

And employ the right person to maintain and get the most out of it. What should be at the top of every B2B CMOs agenda this year? Now the New Year is well and truly underway, many CMOs are bracing themselves for the challenges – big and small - that lie ahead in 2014.

This is the week that was: Searching for the answer

Earnest about B2B

This week Entrepreneur gave us the top seven must have apps on the phone of any sales person worth their salt, putting the likes of business card scanners and sales force in their hands.

Why inbound for B2B Marketing?

Earnest about B2B

60% of the sales cycle if now over before a buyer talks to a sales person. 60% of the sales cycle if now over before a buyer talks to a sales person. In 2013 inbound marketing has been the talk of the town. But why? Here are just a few reasons.

This is the week that was: Welcoming the wind of change

Earnest about B2B

For customers with both personal and importantly business accounts, a switch from one bank to another could take just 7 working days – meaning customer loyalty, more so than ever in the B2B space, should be a top priority for any banking institution today.

Social media: It’s a matter of time

Earnest about B2B

Many also encourage staff to manage their own professional social networks with personal news and views. A problem often occurs when, due to the sudden uprise in the popularity of social media, one person is slapped with the title of ‘head of social media’ on top of the rest of their duties and told to go off and get on with it when they simply don’t have the time. Last week the Financial Times ran a special report on digital and social media marketing.

Social media: It’s a matter of time

Earnest about B2B

Many also encourage staff to manage their own professional social networks with personal news and views. A problem often occurs when, due to the sudden uprise in the popularity of social media, one person is slapped with the title of ‘head of social media’ on top of the rest of their duties and told to go off and get on with it when they simply don’t have the time. Last week the Financial Times ran a special report on digital and social media marketing.

This is the week that was: Can I ask you on a data?

Earnest about B2B

Relentlessly digital and obsessively recording everything in their personal lives – data is all the rage for these people and sits at the centre of their lives.

This is the week that was: Searching for the answer

Earnest about B2B

This week Entrepreneur gave us the top seven must have apps on the phone of any sales person worth their salt, putting the likes of business card scanners and sales force in their hands. As the unfortunate folk in Scotland were blown around by 165 MPH winds , David Cameron refused to bend his back on the latest European bailout package and here at Earnest we were once again soothing sore heads after a cracking Christmas shindig.