Earnest about B2B

Is there a place for chatbots in B2B?

Earnest about B2B

3) Sales enablement. Widening the horizon and stepping back from sales. Optimising to these data points around the consumer rather than optimising to technology led datapoints truly enhances the customer experience, completing the loop on engagement and sales.

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

Earnest about B2B

Overly-complicated sales decks and message houses. Needless to say, the campaign was a huge success helping contribute to their best ever sales year (you can read full details here if you have the time) and the hub has evolved as the audience has grown.

Trending Sources

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

Earnest about B2B

Today it’s all about ‘narrow’ AI tools – predictive search programs such as Google and Virtual Digital Sales Assistants like Tact.

Meet the team. Channel marketing campaign case study for Canon

Earnest about B2B

A sales toolkit designed to educate channel sales executives on the range of new printers. A set of campaign assets they could use to drive awareness and sales amongst their SMB customer base. More printer sales? Picture it, you’re a small(ish) business.

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

Innovation from the inside: Building Event Wallet

Earnest about B2B

I looked around at the wandering eyes of the sales people on the stands. ‘I’ve got an idea for an app.’ How many times a day do you hear that?

Build 31

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

Earnest about B2B

So some exhibitors absolutely got this (more of that in a minute) but shuffling around aisles I still came across the all too familiar sight of disengaged sales people, abandoned brochures and gimmick-laden stands.

Lessons from the Mad Men

Earnest about B2B

VW Beetle sales went through the roof, the core idea lasted for more than two decades and it was voted the best campaign of all time by Advertising Age. 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.

Skype 31

Your invitation to Experiential Lab

Earnest about B2B

B2B events can no longer just be about putting a pop up banner in front of a table and expecting prospects to be lured in by the dead-eyed stare of your sales people. 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.

Changing rooms and changing behaviours: improving the retail experience

Earnest about B2B

Each changing room features a large touchscreen showing all the items available in store, their discounts and sale items, and sample outfits for you to combine. “If men liked shopping, they’d call it research” - Cynthia Nelms.

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

Earnest about B2B

Extending invitations: A woeful 90% of communications and materials end up not being used by the sales team – wasted resources and an unhappy and ill-equipped sales force makes for remarkably bad form.

Putting the tea in team: brewing a successful marketing team

Earnest about B2B

Likewise, successful marketing teams will have a sound working knowledge of sales enablement, marketing automation, and lead generation and management. 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. "I would rather have a cup of tea than sex." – Boy George.

Aging 27

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). What’s the magic formula to best practice information architecture for a B2B, SaaS, or Services website homepage?

Skype 25

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

Earnest about B2B

In both online dating and B2B inbound marketing, there are going to be hurdles and you’re likely going to kiss a few frogs (which does sound like a very curious first date/sales meeting). Back on the market or going to market? Hot tips from Earnest!

7 key takeaways from The State of Inbound 2016

Earnest about B2B

Social selling has increased in popularity for sales teams. 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).

Lessons from the Brixon Academy

Earnest about B2B

And plenty will happily ignore prospect journeys that change the minute they’re thrown over the fence to sales (for better or worse depending on who you talk to). There''s a lot for marketers to learn from the epic tale of the Brixton Academy.

Aging 33

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

Earnest about B2B

Margo Giordannis, President of the Americas, Sales, at Google, adds : “Because they’re choosing to learn about products on YouTube, they are much more open to [brand] messages.

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

Earnest about B2B

This type of nurture programme needs to be planned as effectively as any other sales or marketing campaign. Does e-mailing cold data really cut the mustard?

Raising brand awareness and driving leads with HR & Recruitment Execs

Earnest about B2B

Sales Driven? OK, so here’s the scenario. Question. What springs to mind when you think of recruitment agencies? Aggressive? Commission Hungry? – Me too….or or that was the case, at least, until Ingeus came along.

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? Direct sales content: This could be in the form of an offer i.e. Buy now and get 20% off or a simple ‘Try it for yourself’ direct CTA.

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.

22 reasons you know you work in B2B marketing

Earnest about B2B

When you learn to respect sales people. When there’s a category in your industry awards entitled ‘Best integration of sales and marketing’ that you’d actually like to win. 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. When a client will ask you to get creative with their sales deck without any hint of irony.

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

Earnest about B2B

Lego themselves used to do this, and sales fell. B2B campaign + Global = tricky (but rewarding…). Back in 2013, we were delighted to pick up two awards for Kaspersky’s ‘See it, control it, protect it’ campaign.

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

Earnest about B2B

Sales and marketing alignment. woO who? Here at Earnest we’ve been fanatical about inbound marketing for some time. 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.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes. 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.

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

Earnest about B2B

The eye-tracking chart below – with blue dots indicating where users are fixating – demonstrates how users strayed away when it came to longer paragraphs littered with links and sales information.

Vital Statistics for B2B Marketers Two. Inbound vs. Outbound

Earnest about B2B

But remember – 75% of buyers want vendors to curb the sales messages. 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. The way businesses buy is changing.

iBeacon: The Future of Content Marketing?

Earnest about B2B

Internal posters could push informative videos or content to passing sales executives to support new campaigns via their smartphones. Say hello to iBeacon and the world of micro location-based targeting. It was easy to miss.

Dwell 21

This is the week that was: Long live marketing

Earnest about B2B

You’ve made a load of acquisitions; your products are obsolete; your website looks tired; in a pitch, the sales team struggle to articulate what makes you special; your friends and family have no idea what your company does.

Viral 17

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

Earnest about B2B

Yet somehow Marketing still gets an unfair amount of pressure, knock backs and interference from their counterparts in sales, finance and ops. To play Sales at their own game. 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

Vital statistics for every B2B marketer

Earnest about B2B

The relationship between Marketing and Sales in B2B organisations still remains fractious. Sales generate 53% of their own leads and marketing contributes just 24%. 90% of marketing deliverables are not used by sales. Source: The New Rules of Sales Enablement ( [link] ). 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.

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

Earnest about B2B

In fact, despite b2b buyers being 70% of the way through the sales cycle before even speaking to you, 54% of the sales decision comes down to the sales rep they meet. As internal communications become a key channel, how much of a role does HR have to play in marketing?

Event Marketing: Time to bridge the content chasm?

Earnest about B2B

The last thing they want is the sales push from slick rick in the suit – and thats why ‘content marketing’ is so important, especially in the physical events space. Surely there is a better way to share your marketing materials at events and exhibitions?

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

Earnest about B2B

What’s left in the hat will gets spent on PR and keeping your ear to the ground with marketing intelligence and sales support tools. Some more B2B specific figures: B2B sales campaigns see an average 22% open rate and 3.2% Once your target audience has got sight of your campaign and responded in one way or the other, 4 in 10 of these leads on average will move from an initial enquiry to being ‘sales ready’.

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. The best of the best in B2B marketing.

Peak performance and happy endings in B2B marketing

Earnest about B2B

Making it all the more important for marketing and sales to be joined up. Do you want your lasting impression to be some poorly informed sales executive rocking up to the meeting you’ve secured with that hot prospect? 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?

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. Finally, how many sales leads are coming directly from your social media activity and the conversations you have online.

Cooking in the Experiential Lab

Earnest about B2B

Here’s the thing - B2B events can no longer just be about putting a pop up banner in front of a table and expecting prospects to be lured in by the dead-eyed stare of your sales people.

RIM: A ship heading for the rocks? We have a bulb for the lighthouse

Earnest about B2B

Think sales playbooks. Think sales education apps. Thorsten Heins, head of RIM (and the man whom no one envies), announced on Tuesday that the company would be making its second quarterly loss in a row.

Bridging the great Sales and Marketing divide

Earnest about B2B

Tap the words ‘Marketing and Sales Alignment’ into Google. Sales. So will Marketing and Sales always have a fractious relationship or is it possible to really get both teams working together as one finely honed machine? When cornered Sales say i) what campaign? Make sure your Head of Sales and other senior sales figures are bought into the campaign from the word go – even as early as when the campaign objectives, audiences and messaging are being set.