ANNUITAS

JUNE 25, 2020

And while it’s not easy, I applaud those who have pivoted from storytelling and brand building to driving revenue-focused growth with accountability across the entire customer journey. We understood that cost-savings as well as increased collaboration were going to be key to our customers’ success. Not a task for the faint of heart.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

MAY 21, 2020

To do this, Demand Marketing leaders will often need to lean on their data science and analytics teams to build models using advanced methods to help make better decisions about where to invest. This speaks to the need to account for Demand Marketing’s efforts at all phases of the funnel, not just acquisition.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. For the record, SalesLoft is a respected provider of sales engagement software.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

MAY 5, 2020

Are you looking primarily at email open and click rates, and web analytics? Or, do you have a mature lead funnel in which you’re able to track conversion rates throughout all stages, from acquisition to closed won, and tie marketing touchpoints directly to closed won revenue? There are many ways to architect this.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

MARCH 28, 2023

ANNUITAS has in recent posts covered the increasing shift we are witnessing within best-in-class go-to-market organizations from organizational silos and ‘ random acts ’ among marketing, sales and customer success teams to a true, Converged Growth organizational model. What does it mean to ‘operationalize’ around customer journey?

Lead Ranking 130

Lead Ranking Marketing Analytics Tools Demand Act-On 130

ANNUITAS

OCTOBER 1, 2020

It is equally rare, however, that these established personas actually dig into the customer journey and subsequent content consumption during a buying process. And demand marketing must ensure that customer experience is enhanced – not harmed – by go-to-market activities. Where is the customer journey orchestration?

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

OCTOBER 26, 2020

We had to: Re-invent how we engaged with prospects and customers; finding new ways to collaborate, trouble-shoot and align. Double down on customer success – as their success is our success! This combination of net-new clients, current customer expansions, and closed-won deals is the result of thinking like Chief Growth Officers.

Account Based Marketing 147

Account Based Marketing Top of Funnel Narrowcasting Peer-to-peer 147

ANNUITAS

APRIL 12, 2016

Account-Based Marketing Alienates Prospects and Customers. The campaigns left some potential buyers and existing customers feeling either left out or unappreciated as they were excluded from opportunities that they felt they should have been a part of. Ignore existing customers at your own peril.

Account Based Marketing 100

Account Based Marketing Work Management Paid Search Agency Marketing Automation Services 100

ANNUITAS

JULY 13, 2023

This model requires the orchestration of customer engagement across both pre-and-post sale customer journey milestones. Most GTM models tend to focus primarily on the pre-sale stages, thus leaving out critical engagement opportunities to drive lift in the lifetime customer value. What’s Inside AI Cloud?

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130