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. 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. How can we re-position the role of the B2B CMO?

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CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

MAY 31, 2023

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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B2B Marketing Marketing Analytics Tools B2B DemandBase 130

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. Don’t lose sight of the scope of your market.

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Personalization Buyer Personas B2B Marketing Management 147

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Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable.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.

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Ideal Customer Profiles B2B Sales 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. In the ANNUITAS B2B Enterprise Demand Generation study, more than 60% of respondents stated that they ran over 15+ campaigns on an annual basis.

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Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

FEBRUARY 9, 2021

The customer experience is top of mind in nearly every B2B organization, but most are getting it wrong. In a rush to embrace the new reality of the customer-empowered world, more than 75% of today’s B2B buyers are actually finding it harder to make purchase decisions. Understanding the B2B Customer Experience.

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Blast Campaigns B2B Lead Ranking High Quality Lead 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.

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Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

APRIL 23, 2014

ANNUITAS Launches Enterprise Demand Generation Research Study to Uncover B2B Marketing Strategies. Study Aimed at Gaining a Better Understanding of the Demand Generation Strategies Used by B2B Enterprise Organizations . Take the survey here. ###.

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Demand Generation Enterprise Management Studies Demand 100

ANNUITAS

NOVEMBER 18, 2020

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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Ethics Personalization B2B Opt-out 130

ANNUITAS

NOVEMBER 7, 2018

Revamping our Demand Generation Survey to Gauge How Effectively Marketing Helps to Grow the Business. We find this to be fascinating, as more and more of the work we do at ANNUITAS is due to C-level and sales leader frustration with marketing performance in and around Demand Generation. Participate in our new study by clicking here.

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Demand Generation Studies Demand Generation 127

ANNUITAS

MARCH 24, 2016

With #FlipMyFunnel , the San Francisco event only a few weeks behind us, it seems as if Account-Based Marketing (ABM) is now the “shiny new object” that has captivated the attention of B2B marketers. As has always been the case with demand generation, it is a combination of inbound and outbound that is the most effective.

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Demand Generation Account Based Marketing ABM Demand 100

ANNUITAS

JUNE 24, 2014

The idea behind integrating events into an overall Demand Generation Strategy is something that most marketers believe in. How to integrate events into a Demand Generation Strategy? It’s about integrating the event into your overall Demand Generation Strategy as a means to continue the dialogue with your buyer.

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Demand Generation Demand Ideal Customer Profiles Buyer Personas 100

ANNUITAS

OCTOBER 8, 2015

This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation. I recently spoke with one marketing executive who told me they run multiple demand generation campaigns for 90 days.

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Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

DECEMBER 24, 2013

Blog Carlos Hidalgo demand process Demand Process Tranformation organizational approach People process technology and content perpetual demand Shar VanBoskirk' However, with all of these changes, the real question is why are marketers making such little gains in addressing our challenges?

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Demand Generation Demand Generation B2B 100

ANNUITAS

OCTOBER 6, 2015

This means adhering to a clearly defined Demand Generation Strategy that is buyer-centric and all the things we need it to be to obtain our goals, and then sticking to it. Numbers like this indicate that marketers are far too-tactical to begin with, running one-off campaigns instead of perpetual programs that truly drive demand.

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ANNUITAS

JULY 2, 2013

Blog Buyer''s Journey Change Management Demand Generation Strategic Demand Generation' As a whole, most marketing leaders have missed the point that in order to adapt to the new buying process, their organizations need to change.

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Demand Generation Demand Generation B2B 100

ANNUITAS

SEPTEMBER 30, 2014

As we go into event season-it’s good to remember that building a Demand Generation Strategy isn’t easy. In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple steps away.

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Demand Generation Demand Generation Peer-to-peer 100

ANNUITAS

MAY 5, 2016

Marketers are often eager to get started on the road to Demand Process Transformation℠. Three common mistakes can wreak havoc on demand generation planning, no matter how ready you think you are to move forward. A research-based, customer-centric strategy must always drive the development and approach of any Demand Generation program.

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ANNUITAS

MARCH 27, 2014

In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple step away. Is success in today’s ever changing B2B buying environment really just a matter of want to?

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Demand Generation Demand Generation Terms and Conditions 100

ANNUITAS

APRIL 23, 2014

There are a few B2B surveys and benchmarking studies that I refer to again and again … DemandGen Report’s Buyer Behavior Survey and Content Preferences Survey and the Content Marketing Institute’s Content Marketing Benchmarks, Budgets and Trends to name a few. Author: Jason Stewart @jstewart_1 VP Demand Generation, ANNUITAS.

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Demand Generation Enterprise Management Demand Generation 100

ANNUITAS

JULY 28, 2016

I had a conversation with a prospect today about their demand generation challenges. 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.

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Demand Generation Demand Generation Planning 100

ANNUITAS

JULY 19, 2016

I’m guessing it has something to do with the fact that 76% of B2B enterprise marketers have a content strategy but only 50% say their content aligns to buyer pain points and challenges via ANNUITAS B2B Enterprise Demand Generation Study. There’s definitely a disconnect somewhere. Motivation-.

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Demand Generation Demand Top of Funnel Generation 100

ANNUITAS

MAY 24, 2016

*This post first ran in Demand Gen Report , April 19, 2016. We’re all running at the shiny object but not really thinking through what it means to really build and leverage predictive analytics as a component of outcome-based demand generation. Everybody’s doing it, right? Are you doing it? Probably not. Why is this? Why is this?

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Demand Generation Demand Analytics Lead Ranking 100

ANNUITAS

FEBRUARY 27, 2014

And based on what I see today, most companies are not building a true Demand Strategy. So let’s be clear on what a Demand Strategy is not…. A Demand Strategy does not start with a marketing technology solution. A Demand Strategy is not a list of tactics or a “drip campaign”. A Demand Strategy is not internally focused.

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Demand Webinar Metrics Buyer Personas Marketing & Strategy 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

APRIL 16, 2013

Often, I am asked for tips and tricks as it pertains to different areas of demand generation and most of the time, I am more than happy to oblige. Blog B2B Marketing Demand Generation Demand Process Transformation Lead Generation lead nurturing'

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ANNUITAS

DECEMBER 15, 2015

Modern B2B marketers like numbers. In our mission to build demand generation that delivers real results, here are a couple to keep you up at night: B2B companies’ inability to align sales and marketing teams has cost them upwards of 10% or more of revenue per year , according to IDC.

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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.

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Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

AUGUST 18, 2015

Marketing automation has forever changed the way B2B marketing is conceived and executed. Developing a comprehensive Demand Generation Strategy is not a simple task. Contrary to what you might want to believe, your demand generation program isn’t about your company. Assuming you know your buyer-. Planning in silos-.

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Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

JUNE 4, 2013

ANNUITAS is changing the game for their enterprise B2B marketing clients, driving revenue through strategic Demand Process Transformation?. Press Releases B2B Marketing Demand Generation Demand Process Transforamation modern B2B Buyer' I look forward to being a part of this and helping the company to grow.

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Demand Generation Demand Generation Press 100

ANNUITAS

FEBRUARY 3, 2022

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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Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

OCTOBER 24, 2016

This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. If you didn’t make the event, take a look at the conversations on Twitter via #mpb2b or take advantage of the 58 recorded sessions available on demand. You won’t be disappointed.

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Marketing Budget B2B Urgency Marketing Work Management 124

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. This lack of strategy is exactly why only 44% can claim some level of effectiveness and in fact, not having a strategy can and most likely will have a negative impact on your demand generation results.

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Demand Generation Lead Ranking Demand Marketing Strategy 100

ANNUITAS

AUGUST 27, 2013

The following are three tips for developing a truly Buyer Centric Demand Generation Strategy. Blog B2B Marketing Buyer''s Journey Demand Generation Strateg Demand Process Transformation'

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Demand Generation Demand Generation Tips 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. This should be the most pressing question in any organization. This should be the most pressing question in any organization.

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Demand Generation Demand Generation Planning 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. has brought technology front and center for B2B marketing, creating a new breed of marketer. The rise of digital marketing and Buyer 2.0 Blog Buyer 2.0

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Demand Generation Demand Generation Marketing Automation Services 100

ANNUITAS

MAY 15, 2014

One of the questions I often get when working with our clients on their Demand Process Transformation? There is no doubt that change in B2B Marketing is necessary, but it encompasses far more than a desire for organizational change and professional skills development. Communciation of the vision is also imperative. Be Patient-.

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