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. 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?

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

APRIL 11, 2011

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. Buyers want to buy from someone they like. Go for it.

Top of Funnel 100

Top of Funnel B2B Sales Buy Process 100

ANNUITAS

JULY 21, 2022

Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable. ” In my last piece, I also outlined a new strategy tack.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 28, 2022

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.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

AUGUST 19, 2022

My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model. This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 25, 2016

From time to time on the ANNUITAS blog we have the opportunity to sit down with those in the B2B Marketing and Sales industry and get their take on the market and trends that are happening in the space. We recently were able to sit down with Tanner Mezel of DSG Consulting and get his insights into the world of B2B Marketing and Sales.

Consulting 153

Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

MAY 26, 2016

Much is written about how the role of the B2B marketers changed over the years due to the shift in the buying process. And while this is true, and has been mentioned more than several times here on the ANNUITAS blog, I see very little being written or spoken about the role of B2B sales and how their roles have changed.

B2B Sales 113

B2B Sales Demand Generation Agencies B2B Work Management 113

ANNUITAS

MAY 7, 2015

The report was based on data survey from 372 sales 75% of which were B2B sales people. modern buying process. Numerous studies have shown that today’s B2B buying process is somewhere between 50-70% complete before a buyer initiates contact with a vendor or sales rep from the vendor.

B2B Sales 100

B2B Sales B2B Marketing Marketing Management B2B 100

ANNUITAS

NOVEMBER 15, 2021

Now more than ever, trust is important in the buying process as prospects continue to carefully consider purchases. Our findings closely corresponded with what the market is seeing: 96% of B2B sales teams have shifted (in full or in part) to remote selling. “I But sellers have been challenged to build trust through relationships.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

SEPTEMBER 29, 2016

I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B. In answer to the age-old question of which platform is the best one for B2B marketing? And this is not a listicle.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

APRIL 7, 2016

Every B2B marketer walks a lead qualification tightrope, and to fall to either side imperils the reputation and success of their entire department. If someone comes in at one step, send them content that will appeal to them in the next step of the buying process you have taken the time to document.

Lead Qualification 100

Lead Qualification B2B B2B Thought Leadership Lead Scoring 100

ANNUITAS

JULY 14, 2015

According to the latest B2B Buyer research published by DemandGen Report, the world of B2B marketing is continuing the get more complex and our buyers more sophisticated. 52% of B2B buyers stated they viewed 2-4 pieces of content before making a decision and 28% stated they viewed 5-7 pieces of content. What about the buyer?

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

OCTOBER 18, 2016

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. According to CEB , in a typical B2B buying cycle there are on average 6.8 It Takes a Village-. The other with 59% responded with an unsure or a no.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

OCTOBER 18, 2016

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. According to CEB , in a typical B2B buying cycle there are on average 6.8 It Takes a Village-. The other with 59% responded with an unsure or a no.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

OCTOBER 18, 2016

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. According to CEB , in a typical B2B buying cycle there are on average 6.8 It Takes a Village-. The other with 59% responded with an unsure or a no.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

DECEMBER 11, 2023

2 – AI-enabled Go-to-market Tactics Will Fail to Drive Lift; a Perpetual Growth Engine Framework Wil Be Necessary for AI to Thrive Many B2B organizations are increasingly turning to AI to solve the ‘ills’ of diminishing returns in their go-to-market. Many B2B CMOs are seizing the moment to reposition their skill set going into 2024.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

OCTOBER 25, 2016

From time to time on the ANNUITAS blog we have the opportunity to sit down with those in the B2B Marketing and Sales industry and get their take on the market and trends that are happening in the space. We recently were able to sit down with Tanner Mezel of DSG Consulting and get his insights into the world of B2B Marketing and Sales.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

OCTOBER 25, 2016

From time to time on the ANNUITAS blog we have the opportunity to sit down with those in the B2B Marketing and Sales industry and get their take on the market and trends that are happening in the space. We recently were able to sit down with Tanner Mezel of DSG Consulting and get his insights into the world of B2B Marketing and Sales.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

JANUARY 5, 2016

As B2B marketing organizations embark upon another year, it is time where we can reset our expectations, establish new goals, put in place new practices and take another step in making marketing a strategic growth engine within our organizations. According to CEB, there are more than five people in a typical buying committee.

B2B Marketing 100

B2B Marketing Work Management B2B Marketing Management 100

ANNUITAS

AUGUST 30, 2011

However, for many B2B marketers, 2012 planning is right around the corner and usually starts right after Labor Day. Obtain Executive Buy-in. However, implementing it throughout the organization will go nowhere unless you have executive buy-in. Well, we’re in the dog days of August. So now you have a newly defined process.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buy Automation 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Or, in the case of most B2B enterprises, try 15 or more campaigns a year as 55.8% of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Or, in the case of most B2B enterprises, try 15 or more campaigns a year as 55.8% of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Or, in the case of most B2B enterprises, try 15 or more campaigns a year as 55.8% of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

OCTOBER 7, 2014

Who makes up their buying committees? According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends –North America Study published by Content Marketing Institute and MarketingProfs, marketers are not nearly as effective as they need to be when it comes to content marketing effectiveness. What types of content they consume?

B2B 100

B2B Sales Cycle Trigger Marketing B2B Sales 100

ANNUITAS

MAY 13, 2015

Unlike many surveys that are conducted each year, this survey focused solely on the Demand Generation practices at B2B enterprise companies ($250m+ in Annual Revenue). According to last year’s results, B2B enterprise organizations reported the following: Overall only 2.8% effectiveness at achieving their Demand Generation goals.

B2B Marketing 100

B2B Marketing Demand Generation B2B Advertising Benchmark 100

ANNUITAS

JANUARY 6, 2015

As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated. In the ANNUITAS B2B Enterprise Demand Generation study, more than 60% of respondents stated that they ran over 15+ campaigns on an annual basis.

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

AUGUST 21, 2023

It defines their customer journey through the lens of the information requests, the stakeholder and engagement channel interactions and the buying phases. That’s why DX digs into stakeholders, buying journey, content consumption and sales/marketing frictions as insights into the condition of DX. CX is not DX.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

JANUARY 19, 2022

Research shows that 99% of B2B buyers would both make a new purchase and complete a renewal in an end-to-end digital service model. That doesn’t mean that salespeople are no longer a valuable part of the buying process. What does the change in the buying journey look like? Provide Journeys of Self-Education.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

OCTOBER 27, 2015

I can’t help mulling over some of the key things I heard at last week’s MarketingProfs B2B Forum in Boston. B2B doesn’t have to be boring. Did buying committees factor into your persona development? Marketers tend to write like writers and too often, forget to write how we speak. It makes a difference.

Buyer Personas 100

Buyer Personas B2B Press Public Relations 100

ANNUITAS

SEPTEMBER 29, 2016

I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B. In answer to the age-old question of which platform is the best one for B2B marketing? And this is not a listicle.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

JANUARY 31, 2013

The B2B buyer’s journey has changed. In fact, SiriusDecision recently reported that two-thirds of the buying process is completed before sales is ever contacted. . It’s in the creation and distribution of this buyer-centric content that B2B marketers have the opportunity to influence the purchase decisions of their target buyers.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. Today’s buyer has unprecedented access to information enabling them to make informed buying decisions, short lists and determine the best fit for their needs without ever speaking to a seller. No surprise that 83.3%

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. Today’s buyer has unprecedented access to information enabling them to make informed buying decisions, short lists and determine the best fit for their needs without ever speaking to a seller. No surprise that 83.3%

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

APRIL 10, 2023

This buzzword has been popularized in the past decade as a way to talk about how customers move through the buying cycle. A simple four step funnel, though helpful for visualization purposes, is far from the reality of what most B2B sales processes are like. What’s the Problem? Consider these three tips: 1.

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

ANNUITAS

MARCH 19, 2020

And for many B2B companies, they are struggling to do so without live interactions, especially events. Especially for ‘high-context’ industries, such as healthcare and financial services, where peer-to-peer interactions and references are key parts of the buying process. Let buyers tell ‘you’ when they are ready to buy.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

JUNE 10, 2020

The connective tissue that brings together these activities is the customer buying journey as an organizing principle. Strategic Demand Marketing thus seeks to operationalize engagement, nurture and conversion of customers through this buying journey. Mad Men tactics were able to persist in a nascent Web 1.0 So where is it going?

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

JANUARY 13, 2015

In October of 2014, ANNUITAS published a Benchmark Study regarding B2B Enterprise Demand Generation. So, with a finite amount of resources where should B2B Enterprise marketers focus their efforts for the most impact? Find out how they buy, understand the entire process as it often begins much earlier that you think.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Buyer Personas Demand Generation Agencies 100