What is innovation in B2B? And how do we at Earnest help our clients innovate every day?
“If this is innovation, then the UK is screwed” was one of just thousands of critical responses.
They were right, of course. Creating a QR code with an AR animation (though both useful technologies in their own right) doesn’t make you innovative.
But instead of joining the pile on, let’s instead use it as a prompt. If this isn’t innovation, then what is it?
It might sound like a simple question, but for us and our clients, it’s an important one to pin down. A quick Google will show you B2B marketing innovation is a confused and underserved space – but if marketing teams can get it right, it’s another advantage to get ahead of the competition.
So, to put our stake in the ground once and for all, here’s how we define, view and implement innovation at Earnest Labs – and in turn how we work as a resource to help our clients, and the agency.
This definition gives our efforts around innovation two key focuses for ourselves and for our clients:
So, what does that look like in practice?
We run bi-annual ‘Where next?’ sessions for clients where we delve in B2B audience trends, marketing and activation trends, inspiration and relevant news and what all of that could mean for their marketing programmes for the next 6-12 months
When it comes to engineering, our job is to put ideas into action – and to help clients innovate in the real world.
This mix of Discovery and Engineering keeps us focused when it comes to innovation for our clients – and means we can turn insights into action.
Earnest Labs is a resource available to every client at Earnest from the day we become partners. If you are on the lookout for a new agency that will help you push the boundaries and explore the new, please get in touch.
However, if you want to discuss anything B2B innovation related please do email me at james.wood@earnest-agency.com.
Want to get more in touch with your innovative side? Find out how to stage an innovation intervention or pick up some inspiration with our innovation matrix.
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(Header photo: Diego PH on Unsplash)
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