ANNUITAS

NOVEMBER 15, 2021

Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases. Now more than ever, trust is important in the buying process as prospects continue to carefully consider purchases. But sellers have been challenged to build trust through relationships.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

JUNE 10, 2020

Marketing as a business discipline is ever-evolving. Arguably the only ‘constant’ in marketing today is constant change. This is particularly true for Demand Marketing, which today finds itself at a crossroads. What does Demand Marketing mean today? Managing go-to-market processes, technology systems and data.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

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

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. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

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. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

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. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 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? This is so true.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

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. Good content that engages buyers and aligns to the buyers purchase process is not easy to create. 39% of organizations will increase their content marketing spend.

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. Good content that engages buyers and aligns to the buyers purchase process is not easy to create. 39% of organizations will increase their content marketing spend.

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. Good content that engages buyers and aligns to the buyers purchase process is not easy to create. 39% of organizations will increase their content marketing spend.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

OCTOBER 15, 2020

For decades vanity metrics have been the guiding light for measuring marketing success – largely because the capabilities didn’t exist to measure closed-loop KPIs. As a result, marketing has become thought of as a cost-center with very little measurable output. Here are five vanity metrics your marketing team needs to be wary of. .

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

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. It’s clear: Buyers want a self-service purchasing option. That doesn’t mean that salespeople are no longer a valuable part of the buying process. Provide Journeys of Self-Education.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

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. This campaign approach leads to a very convoluted buying experience for the buyers. The best news?

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 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. . With sales blocked from directly engaging with buyers until a choice is mostly made, how can organizations impact purchase decisions? Enter content marketing. .

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 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. Buyers are increasingly using the web and social media as sources with 53% saying that social media played a role in their purchase decision.

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

FEBRUARY 10, 2015

In November 2014, ITSMA took a poll to gain insight into the top priorities of B2B marketers over the next two years. If this prioritization holds, B2B marketers again will be turning in lackluster results in terms of driving revenue and maximizing customers lifetime value while at the same time, falling further behind their buyers.

Demand Generation 100

Demand Generation Marketing & Strategy Forecasting Lead Generation 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? This is so true.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

OCTOBER 7, 2014

Who makes up their buying committees? Not knowing where your buyer consumes content or their preference for content format will significantly hinder your content marketing effectiveness. You would be surprised by the number of marketing and sales executives that are not engaged in social media, including LinkedIn. Sales Support.

B2B 100

B2B Sales Cycle Trigger Marketing B2B Sales 100

ANNUITAS

APRIL 8, 2014

A March 2014 Study by Adobe titled Digital Roadblock: Marketers Struggle to Reinvent Themselves shows that 64% of marketers expect their role to change in the next year and 81% expect their role to change in the next three years. The core reason that marketing’s role needs to change is the way the buyer has fundamentally changed.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

ANNUITAS

SEPTEMBER 3, 2015

I was privileged to be part of a meeting last week with some of the folks from CEB and a handful of my colleagues in the B2B marketing and sales space. As this is the new reality, the role of marketing and sales have changed dramatically. In fact, the average committee is comprised of 5.4 individuals.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

ANNUITAS

JUNE 11, 2015

Many marketing organizations have good intentions when it comes to developing their demand generation programs: they want to increase qualified leads, sales opportunities, and closed/won revenue. Content marketing, email nurturing, etc., First, know your buyers and how they buy and align it against your marketing and sales goals.

Enterprise Management 100

Enterprise Management Planning Work Management Demand Generation 100

ANNUITAS

FEBRUARY 25, 2014

Many marketers today are looking to innovate. Marketers discuss creating an innovative culture, brand innovation, creating and developing innovative products, establishing a culture of innovation. Has there been much innovation in B2B marketing organizations? This is an indication that innovation is lacking.

Marketing Management 100

Marketing Management Demand Generation Demand Sales Qualified Leads 100

ANNUITAS

APRIL 19, 2022

On average, customers engage with nine different channels in their buying process before making a purchasing decision. But while customers have had massive changes in their engagement channel preferences, traditional marketing hasn’t kept up. 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

DECEMBER 22, 2015

It’s not often that a piece of marketing content prompts me to talk about it aside from the occasional tweet or share…however, the new Clear and Complete Guide to Account-Based Marketing from Jon Miller and Engagio is really impressive. Do you want true sales and marketing alignment?

Account Based Marketing 100

Account Based Marketing ABM Demand Generation Paid Search Agency 100

ANNUITAS

AUGUST 23, 2016

Several days ago, Mitch Joel, who is the President of Mirum, wrote a compelling piece on the misuse of marketing automation. I have written about this topic in the past and was thrilled to see Joel also begin hammering away at marketers who apply bad practices to technology. This is where marketers seem to be stuck.

Marketing Automation 100

Marketing Automation Automation Terms and Conditions Multi-Channel 100

ANNUITAS

FEBRUARY 13, 2014

A new report called The Reinvention of B2B Marketing , from eConsultancy shows there is still quite a disparity between B2B marketing and sales organizations. Nearly two thirds (64%) said a vendor’s content had a significant impact on their buying decision.

Demand Generation 100

Demand Generation Demand Generation Planning 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. We are smack in the middle of marketing 2.0, a more “modern” way of marketing that makes BANT no longer effective for several reasons. That was then, this is now. No surprise that 83.3% Buyers Lie.

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. We are smack in the middle of marketing 2.0, a more “modern” way of marketing that makes BANT no longer effective for several reasons. That was then, this is now. No surprise that 83.3% Buyers Lie.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

DECEMBER 23, 2014

In their 2012 study End of Solution Sales , the Corporate Executive Board (CEB) revealed that 57 percent of a typical B2B purchase decision is made before a customer even talks to a supplier. This requires more than just pumping out content to fill various channels which 57 percent of marketers do “all the time” according to Forrester.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Forrester Content Marketing 100

ANNUITAS

JUNE 24, 2014

The idea behind integrating events into an overall Demand Generation Strategy is something that most marketers believe in. What are the various personas who are involved in the buying process at your ideal customer? Marketers need to remember that content is not a tactical campaign. What do they read?

Demand Generation 100

Demand Generation Demand Ideal Customer Profiles Buyer Personas 100

ANNUITAS

OCTOBER 31, 2023

The potential use cases for artificial intelligence (AI), especially generative AI (GenAI), in go-to-market (GTM) are perhaps too numerous to count. Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

JANUARY 28, 2014

Once again 2014 will be a year that Content Marketing is front and center for a majority of B2B marketing departments. While the buzz about content marketing continues, it still seems to be quite a challenge for most marketers. Content must be scored according to where in the buying cycle it is consumed.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Strategy 100

ANNUITAS

MAY 31, 2016

B2B marketers have a love affair with the funnel. You would be hard pressed to sit through any marketing conference and not hear about the funnel. While the funnel has certainly made a big impact on B2B marketing and sales, there is an inherent danger in being too head over heels in love with the funnel.

Top of Funnel 100

Top of Funnel Digital Marketing Funnels Marketing Funnels B2B Sales 100

ANNUITAS

JULY 28, 2016

My prospective customer, who is an executive on the marketing side of the organization, wanted to know how he could get sales to appropriately respond to the leads that would be generated from a perpetual demand generation program. And it is in this area where so many well-meaning marketing departments fall down.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

SEPTEMBER 25, 2014

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Vertical Marketing is Truly Focused on the 10%. There are very few circumstances where the key buying drivers of personas differ across verticals.

Verticals 100

Verticals Marketing Strategy Marketing & Strategy Paid Search Agency 100

ANNUITAS

SEPTEMBER 1, 2015

I was recently in the market for a new car and while I was fairly certain I knew the car I wanted, I was intent on doing my research. All in all, I used multiple channels during my purchase process (web, social medial, word-of-mouth/peer referral and email) and it took about two months. This needs to change.

Advertising Channels 100

Advertising Channels Multi-Channel Peer-to-peer Word of Mouth 100

ANNUITAS

JULY 31, 2014

ANNUITAS recently launched a survey that focused on the Demand Generation function within large B2B enterprise organizations. While the research is still ongoing there have been some key findings in the area of content marketing that are quite revealing. Marketers Have Traditionally And Still Do Focus on Tactics-.

Webinar Metrics 100

Webinar Metrics Marketing Strategy Marketing & Strategy Buyer Personas 100