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ANNUITAS GROUP
AUGUST 28, 2012
Why BANT No Longer Applies for B2B Lead Qualification
Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation.  Not long ago DemandGen Report ran a research report focused on the B2B buyer.  of B2B buyers answered “no” to this question, a signal that indeed the traditional ways of buying are a thing of the past.  In a recent study, only 29% of B2B buyers said they “always” supply accurate information on custom questions on a web form.  It is no wonder why Tony Jaros of Sirius Decisions stated, “B-A-N-T are the four most dangerous letters in B2B marketing.”.
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ANNUITAS GROUP
APRIL 11, 2011
The B2B Sales Role in the New Buying Process
The conference was full of great content and information on the state and the future of B2B Sales.  It also allowed me the opportunity to mingle with many great B2B sales people, which is a departure from my norm of usually interacting with B2B Marketers. One of the key themes that resonated during the conference was the shift in power to the B2B buyer. Go for it.
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ANNUITAS GROUP
MAY 8, 2012
Why Lead Generation is Irrelevant
According to a 2011 study by MarketingSherpa , 74% of B2B marketers stated that their biggest challenge was generating high quality leads.  However, lead generation is irrelevant in today’s b2b marketing climate. For years, the traditional B2B marketing approach has been to fill the top of the funnel with responses.  After all, we know that B2B buyers will lie.  By now, we should all know that the B2B buyer has changed (read points #2 and #4 on this blog post ).  The days of B2B lead generation are over.  Demand Generation Lead Management Process
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ANNUITAS GROUP
FEBRUARY 9, 2012
Interview with Ardath Albee, CEO of Marketing Interactions
We recently had the opportunity to catch-up with our good friend and B2B Marketing Strategist, Ardath Albee. How important is it in a B2B demand generation strategy to incorporate story telling? The components for a problem-to-solution journey in a B2B complex sale may look something like this: Your buyer has a goal to achieve (problem to solve). Ardath is CEO of her firm, Marketing Interactions , Inc and has over 25 years of business management and marketing experience. You can follow Ardath on Twitter at @Ardath421. Albee:   I think storytelling is hugely important.
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ANNUITAS GROUP
MARCH 12, 2012
In Defense of the Funnel
In both the instances cited above, as well as in other recently published articles, the main point is relatively the same: Today’s B2B buyer does not buy in a linear Step 1 – 2 – 3 fashion.  we go (or have moved) from a single buyer model to that of more interdependency among ecosystems and networks by B2B buyers.”. The last 12-18 months have proved to be a rough time for the proverbial “sales funnel”.  At the 2011, DemandCon conference, Forrester analyst Jeff Ernst declared in his keynote that “the funnel is dead.” The point here is well taken.
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ANNUITAS GROUP
AUGUST 30, 2011
Four Things to Consider Before You Buy Marketing Automation
However, for many B2B marketers, 2012 planning is right around the corner and usually starts right after Labor Day. Well, we’re in the dog days of August. And for many of you, one of your goals will be to finally implement a marketing automation tool. Unfortunately, Unfortunately, too many marketers begin this process with the question, “Which automation tools should we look at?”   Not only is this the wrong question but its not even close to where you should begin. What’s the point of that? First, you’ll become more efficient in your marketing and sales efforts.
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