ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. Budget issues: Amid uncertainty, driven by the Fed’s rate hikes, CFOs began slashing marketing and sales budgets in late Q3 of 2022. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

MAY 21, 2020

Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity. Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

MARCH 4, 2020

The Growth Marketing movement (aka growth hacking ) – now nearly ten years old – has had a significant and positive impact on the efficacy of demand marketing. Yet ‘first generation’ Growth Marketing has hit a wall. Yet ‘first generation’ Growth Marketing has hit a wall. It’s time for Next Generation Growth Marketing.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

NOVEMBER 29, 2023

There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. It’s an approach to organizational design akin to taking the Pragmatic Marketing chart and just circling all of the functions. It is not surprising. One is on the CMO, the other is on the CEO.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

MARCH 1, 2023

Position Overview Reports to the Chief Executive Officer Core responsibility is to Deliver sustainable and growing top line revenue Consistently and predictably grow the total customer base Grow revenue per customer and reduce customer churn Owns the end-to-end core customer relationship, including DX – pre-sale demand experience Engage > Nurture (..)

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

NOVEMBER 20, 2014

Typically when I speak about Demand Generation, marketers automatically assume that I am referring to generating new business. Lack of Analytics. As mentioned above, many organizations have data scattered all over their organizations which makes it virtually impossible to market well to your customer base.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

JULY 17, 2014

Typically when I speak about Demand Generation, marketers automatically assume that I am referring to generating new business. Lack of Analytics. As mentioned above, many organizations have data scattered all over their organizations which makes it virtually impossible to market well to your customer base.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

OCTOBER 5, 2023

Salesforce recently made some big announcements about its AI Cloud and how it was going to augment the capabilities of each of its other clouds, especially its Sales, Marketing, Service and Commerce clouds. There is a limit, however. Users can only create up to 10,000 unified profiles before having to pay Data Cloud fees.

Marketing Analytics Tools 130

Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

SEPTEMBER 15, 2015

According to the SiriusDecisions B-to-B Marketing Automation Study from 2014, there are nearly 11 times more B2B organizations using marketing automation now than in 2011. It takes a lot more work and dedication to make your marketing automation flourish than it does to destroy it.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Demand Generation Agencies 100

ANNUITAS

SEPTEMBER 3, 2013

Absolutely not, not every marketer will become a marketing technologist. Blog Analytics B2B Marketing Demand Generation Marketing technologist'

B2B Marketing 100

B2B Marketing B2B Demand Generation Demand 100

ANNUITAS

AUGUST 20, 2015

More and more technology is used on a daily basis in marketing and it doesn’t look like it will slow down, ever. The answer came in the form of a great story where a CMO in a meeting stated that they really only used two different technologies on their team – marketing automation and a CRM. It was a lot more than two.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

NOVEMBER 16, 2020

With experts in marketing and sales technology, strategy, data and analytics, web and engagement channels, content, and so much more, it’s no wonder we are able to do what we do so well. We blend the capabilities of a marketing consultancy, digital agency, analyst firm, and systems integrator in a way that no one else can.

Demand Generation Agencies 130

Demand Generation Agencies Paid Search Agency B2B Thought Leadership Advertising Agencies 130

ANNUITAS

SEPTEMBER 18, 2014

This was my third consecutive Content Marketing World (this was the fourth edition of the show), and I couldn’t help but notice a pretty radical shift from years past. Once upon a time, the focus was on the actual creation of content in all of its flavors: How do I convince my boss that content marketing is important?

Content Marketing 100

Content Marketing Planning Content Demand Generation 100

ANNUITAS

MAY 5, 2020

It’s no big surprise, marketing is expected to do more today than ever before. No longer is marketing only responsible for brand and events – it’s now responsible for generating leads and tying performance back to impact on revenue. Demand marketing technology isn’t new, nor is its impact on how companies can achieve growth.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

MARCH 5, 2015

The job of a B2B Marketer is hard and continues to get harder when trying to keep up with today’s sophisticated buyer while obtaining and maintaining the skills needed to do our jobs effectively. Marketing enablement is not something most marketers have heard of…because most organizations don’t invest in it.

Demand Generation Agencies 100

Demand Generation Agencies Planning Webinar Metrics Demand Generation 100

ANNUITAS

SEPTEMBER 10, 2015

From the keynote presentation at Content Marketing World the words of Kristina Halvorson , author and CEO of Brain Traffic, “We want to win, we want to be on the big stage and we want to be the Red Bull of our industry.” Marketers want it all. Author: Erika Goldwater, CIPP/US @erikawg is VP, Marketing for ANNUITAS.

Planning 100

Planning Demand Generation Marketing & Strategy Advertising Benchmark 100

ANNUITAS

FEBRUARY 24, 2015

Regalix Research recently published their State of B2B Marketing 2015 report. The report detailed the budgets, priorities, digital and offline channels and the content preferences of B2B marketers. Marketers Are Still Struggling With Measurement & Analytics. Marketers Are Prioritizing Outcomes Ahead of their Buyers.

Correlation 100

Correlation Demand Generation Marketing & Strategy B2B Sales 100

ANNUITAS

JULY 30, 2015

When I think about starting my career in marketing automation, I think of the complete confusion of how everything should be setup. This wasn’t just for our marketing team — it included our CRM admins, the sales team, communications and so many other parties. Start simply with the basics. Resources Are Key-.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Lead Ranking Automation 100

ANNUITAS

MAY 13, 2015

of those with marketing automation state they are achieving their goals. Additionally, the study reported findings on lead nurturing, measurement, analytics and content production. Only 28.3% of organizations creating content for each stage of their buyers buying process. Only 20.8%

B2B Marketing 100

B2B Marketing Demand Generation B2B Advertising Benchmark 100

ANNUITAS

MAY 2, 2023

I recently had a few deep dive briefings with Salesforce to dig into their Marketing Cloud and related technologies. I wanted to get an understanding of their vision and see how the overall portfolio was aligning with its go-to-market tool set to help support a Converged Growth model for enterprise users. in the near future.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

DECEMBER 9, 2014

As the year draws to a close, I am looking back at content that has helped to make me a better marketer in 2014. We know there is a marketing skills gap, so why isn’t there more of an organized, internal focus to provide marketers with better skills? Where’s the marketing enablement kit for marketers?

Planning 100

Planning Gartner Demand Generation Budget Programs 100

ANNUITAS

MARCH 4, 2014

Things really started to get serious when Laura McClellan from Gartner said that thing about marketing technology. Consider her first point on how marketing is becoming increasingly technology-based … absolutely true, but not necessarily a good thing. By 2017 the CMO will spend more on technology than the CIO. ”.

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ANNUITAS

APRIL 19, 2022

But while customers have had massive changes in their engagement channel preferences, traditional marketing hasn’t kept up. Then, apply the findings not just to your engagement channel strategy, but to your entire marketing strategy. Read more: The Anatomy of a Strategy Demand Marketing Plan: The Insights Phase.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

JULY 24, 2014

Back in January, I participated as a panelist in a webinar from the Content Marketing Institute, 2014 Content Marketing Trends (access their archive to find and download a transcript here ) also featuring Robert Rose, Chief Strategist for the Content Marketing Institute and Mark Bornstein, Sr. One more quick thing.

Content Marketing 100

Content Marketing Planning Enterprise Management B2B Thought Leadership 100

ANNUITAS

MARCH 20, 2014

Rather than write a summary of the fantastic Marketing Operations Executive Summit , which just wrapped up in San Diego yesterday, I thought I might share the highlights by pulling together my “stream of consciousness” twitter stream from the event. RT @RHsays What does sales need from marketing? Why the marketing tech explosion?

Work Management 100

Work Management Marketing Management Marketing Automation Services Demand Generation 100

ANNUITAS

MARCH 18, 2014

All of the usual suspects were in the room – head of marketing, head of sales, marketing automation power users, demand generation leads, content marketer … but also present were the head of their CRM install and the lead project manager of their website and web analytics team — both IT roles in this particular company.

Process 100

Process Planning Marketing Automation Services Demand Generation 100

ANNUITAS

MAY 6, 2014

You probably already know by the volume of recruiters contacting you on LinkedIn that there is a shortage of talented marketing professionals. It is expected this shortage will worsen as the demand increases for marketers spurred by global economic recovery. No doubt that finding the right, qualified people is a challenging task.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Work Management Marketing Management 100

ANNUITAS

APRIL 8, 2013

It’s a great week for marketers in Australia with the kick-off of the RETHINK B2B 2013 events in Sydney April 9 and Melbourne April 11. I had the opportunity to catch up with Jodie Sangster, CEO of ADMA , to learn a little more about what drives marketers in Australia and what’s new for data-driven marketing experts Down Under.

Demand Generation Agencies 100

Demand Generation Agencies Advertisements Advertising Demand Generation 100

ANNUITAS

AUGUST 19, 2020

One of the key ingredients to achieving growth goals in demand marketing has always been the customer experience. That formulaic approach is still widely applied today, but organizations that offer a considered purchase with a long sales cycle are finding that traditional growth marketing isn’t working for them. Micro Experience.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

SEPTEMBER 21, 2018

So don’t cancel your tickets for the next Marketo Marketing Nation Summit … that event likely has at least one more go-round.). – Adobe is a strong ally of marketing innovation. Adobe is known excellence at the crossroads of creative and analytics. Adobe GETS marketing. Maybe not so much in this case.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

ANNUITAS

FEBRUARY 25, 2020

During an increasingly competitive time in the digital marketing landscape, it can be easy to get lost in the ever-changing trends and customer needs in the B2B space. So how then can you take advantage of personalization to meet expectations in the B2B market? Don’t lose sight of the scope of your market.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

AUGUST 30, 2016

As marketing and demand generation strategies become more and more data-driven, executives and analysts alike need to explore methods to maximize the value from the data they already have. Given that development, big data analytics has now become a field focused on taking massive databases and turning them into actionable insights.

Marketing Analytics Tools 140

Marketing Analytics Tools Tips Correlation Sample 140

ANNUITAS

AUGUST 6, 2015

In today’s world of marketing we have new things bombarding us on a daily basis. What that means for marketers is we need to be agile. We as marketers need to be able to change to meet the needs of our prospects and customers. As I’ve stated, a big part of being an agile marketer is the ability to adapt to your customers’ needs.

Peer-to-peer 100

Peer-to-peer Paid Search Agency Buzz Advertising Benchmark 100

ANNUITAS

JUNE 25, 2015

I’ve been talking with marketers at networking events and industry conferences and the issue of developing new skills or enhancing our existing skills keeps coming up. A perfect example of this is the focus on “The Stack”…the marketing technology stack. Marketers know they suffer from a marketing skills gap.

CMS Development 100

CMS Development Class Demand Generation Eye-Tracking 100

ANNUITAS

FEBRUARY 18, 2015

Marketing leaders and content experts shared their insights and best practices on everything from connecting buyer preferences and strategies, to messaging missing links, to working with social influencers, understanding Digital Relevance, Strategic Demand Generation and marketing ROI.

Marketing Automation Services 100

Marketing Automation Services Webinar Metrics Demand Generation Vendors 100

ANNUITAS

MARCH 24, 2015

There is an ever-increasing complexity in B2B marketing that shows no signs of slowing down. According to the IBM Global CMO Study , a full 79% of Chief Marketing Officers (CMO) expect the complexity of marketing to increase over the next five years. However, of those CMOs less than half feel prepared to handle this complexity.

Forrester 100

Forrester CMO Marketing Report ROI 100

ANNUITAS

MARCH 13, 2014

It is a no-brainer – as marketing automation and demand generation continue to mature, the need for well-rounded and experienced demand generation marketers also increases. Email marketing experience. Certification and experience using a robust marketing automation platform.

Demand Generation 100

Demand Generation Demand Generation Marketing Automation Services 100