ANNUITAS

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Salesforce and Google Release AI-powered Commerce Tools with B2B Implications

ANNUITAS

However, when we look at these innovations from a Converged Growth go-to-market lens, we see a number of potential applications for B2B use cases that drive enhanced post-sale growth endeavors. Also, while these announcements were made at a retail-focused conference, do not underestimate the B2B significance of these new feature sets.

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Ignite USA 2023 — A Glimpse of the Future for B2B Marketers

ANNUITAS

Some of us at ANNUITAS just returned from the Ignite USA conference in Chicago hosted by B2B Marketing. Ignite kicked off with a compelling keynote from Demandbase’s Jon Miller about how “the B2B playbook is dead.” We are glad the B2B Marketing team is here to provide just that. Not at the event?

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Understanding the Generational Divide in B2B Decision Making

ANNUITAS

Yes, Millennials are well established as decision makers in B2B companies, and even if not the decision maker, research shows that others are highly likely to seek a Millennial’s input. 3 Steps to Understanding the Generational Divides in B2B Decision Making. But there is a huge generational divide in how these groups make decisions.

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5 Considerations for Personalization in B2B

ANNUITAS

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. However, at least one trend is overwhelmingly clear, and has been for some time: B2B customers expect tailored content. So what does this information tell us?

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Is the Role of the B2B CMO Past Its Prime? Or Is It Just in Need of Some Re-positioning around Go-to-market Leadership?

ANNUITAS

There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. All of this begs the question: Is the role of the B2B CMO past its prime? The challenge with the modern B2B CMO role is one of positioning. Modern B2B CMOs are set up to fail.

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Conversation Track Architecture:  The Bedrock of a “Converged Growth” B2B Go-to-Market Organizational Model

ANNUITAS

B2B go-to-market organizational design is in a state of crisis. B2B go-to-market organizations – spanning marketing, sales and service teams – are overly-matrixed, overly-siloed and/or overly-stuck in legacy ‘functional’ organizational models. I noted in a recent blog post that B2B go-to-market teams must re-think their org design.

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Ethics in B2B Digital Personalization – Is it Possible?

ANNUITAS

I personally remember thinking the business model didn’t make sense, and as a marketer focused on B2B, I struggled to make the connection between the seemingly selfless intent of the platforms and the needs or desires of my clients. As B2B marketers, we don’t need to question ourselves, our businesses or our purpose.

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