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

MAY 7, 2015

The report was based on data survey from 372 sales 75% of which were B2B sales people. The report focused on the challenges sales people face in prospecting, closing deals, and account management. 45% stated “creating a targeted prospecting strategy”. 59% stated “gaining appointments”.

B2B Sales 100

B2B Sales B2B Marketing Marketing Management B2B 100

ANNUITAS

DECEMBER 11, 2023

Shifting away from random acts of acquisition and focusing on CLV lift sheds light on the importance of driving a fully integrated growth effort with customers, as much as with prospects. Second, we are simply increasing the volume of go-to-market touchpoints that are now attacking our prospects and customers. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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. Give your prospects time-. Walking the B2B tightrope requires balance between content and technology, and the understanding of your buyer to know which part is unbalanced.

Lead Qualification 100

Lead Qualification B2B B2B Thought Leadership Lead Scoring 100

ANNUITAS

OCTOBER 7, 2014

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. Lost prospects. You need to be sure of it. Sales Support. Past customers.

B2B 100

B2B Sales Cycle Trigger Marketing B2B Sales 100

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

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

APRIL 10, 2023

The beautiful path every prospect takes as they embark on a voyage from initial discovery to a happy client who will continue to use your services and sing your praises to everyone they know. A simple four step funnel, though helpful for visualization purposes, is far from the reality of what most B2B sales processes are like.

Ideal Customer Profiles 130

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

ANNUITAS

APRIL 19, 2022

Here’s how: Step 1: Find out where your prospects search for information. When’s the last time you conducted research to find out where your prospects are searching for information? Start by finding out where your prospects are searching for information today. Ask your customers and prospects where they go for information.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

DECEMBER 8, 2015

As I look back at 2015 and to 2016 I think about many of the things that we as B2B marketers still need to do in order to keep pace with our sophisticated B2B buyers. A Reality Check: I was speaking with a prospect a few months ago about their demand generation needs. This, in and of itself should excite, rather than exhaust us.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

JANUARY 31, 2013

The B2B buyer’s journey has changed. 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. By continuing to provide useful information on how prospects can succeed, that relationship based on trust and value exchange grows.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

OCTOBER 31, 2023

For many, the obvious contenders are content ideation and development for various marketing and sales use cases, as well as chat and sales enablement for prospect and customer conversations. “Winning B2B companies go beyond account-based marketing and disproportionately use hyper-personalization in their outreach.”

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

NOVEMBER 2, 2021

Ninety-six percent (96%) of B2B sales teams have fully or partially shifted to remote selling since April of 2021. But only 65% of B2B decision makers say the remote model is equally or more effective than what they were doing before the pandemic. Train Your Team to Have Meaningful Conversations with Prospects.

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 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. Today, up to 80% of B2B decision makers prefer remote human interactions (or digital self-service) instead of in-person interactions. It’s clear: Buyers want a self-service purchasing option.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria.

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. The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

AUGUST 21, 2023

Demand Experience (DX), which often is not well understood, measures the GTM experience of prospects and customers. Pre-sale DX progresses through Engagement, Nurturing and Conversion of prospects; post-sale DX progresses through Success, Development and Growth of customers.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

JANUARY 4, 2012

Although there are five, I’m hoping that each B2B marketer should resolve to focus on at least one for 2012. There is no doubt that the B2B buyer has changed dramatically. The branding and communications focus of yester-year is no longer applicable in today’s B2B buying process. These resolutions are not mine alone.

Work Management 100

Work Management B2B Marketing Marketing Management Planning 100

ANNUITAS

SEPTEMBER 3, 2020

In particular, helping sales team members improve their ability to engage right place, right time with prospects and customers. COVID-19 is changing how B2B buyers and sellers interact. SalesLoft – and most technology platforms, for that matter – fail to discriminate between best-in-class and worst-in-class practices.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JUNE 10, 2020

So, we were either digging up prospect names for sellers and/or shouting at customers – but we weren’t ‘engaging,’ and we weren’t closing the loop. Yet such a POV misses the significant evolution of how customers buy and the shift in power from seller to buyer that has occurred over the past twenty years. But the new dynamics of a Web 2.0

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

FEBRUARY 28, 2022

They should instead focus on informing the customer journey and connecting with prospects while simultaneously learning more about an organization’s readiness-to-buy. Eighty-five percent (85%) of B2B buyers expect sales reps to demonstrate a firm understanding of their needs. Build a win-win scenario for your prospects.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

MARCH 18, 2019

Traditional, tactical Demand Marketing activities have led to a state where we fail more than we succeed at meaningfully connecting with (and converting) prospects and customers. These one-off successes are the backbone of traditional B2B Demand Marketing, but are not the recipe for longer-term, predictable, sustained success.

Demand 113

Demand Planning Paid Search Agency Webinar Metrics 113

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. But some of the best, most successful marketers I’ve known listened a lot more than they talked.

Demand Generation 100

Demand Generation Demand Top of Funnel Generation 100

ANNUITAS

MARCH 19, 2015

Admittedly, B2B enterprise marketers are in a tight spot. According to the ANNUITAS 2014 B2B Enterprise Demand Generation Survey , more than half of marketers measure their demand generation programs and campaigns according to metrics like revenue, pipeline and opportunities.

Tactics 100

Tactics Demand Generation Demand Case Studies 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. There is, however, strategic follow-up to by sales to prospects and customers when they have demonstrated the right behavior or taken a specific, “sales-ready” action.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

AUGUST 5, 2014

I read an article recently that discussed how content can “help push your prospects through the sales funnel.” While I am quite aware of B2B’s fascination and obsession with funnels and waterfalls, the truth is buyers couldn’t care less and certainly will not be pushed through anything. Pretty anemic!

Top of Funnel 100

Top of Funnel Forrester Marketing Funnels B2B Sales 100

ANNUITAS

JANUARY 27, 2015

Then why are so many Enterprise B2B marketers missing the mark? ANNUITAS recently published the first B2B Enterprise Demand Generation Study to understand what drives this unique group of marketers. However, according to the ANNUITAS study, only about 33% of B2B Enterprise marketers include this key insight in their efforts.

Buyer Personas 100

Buyer Personas Demand Generation B2B Sales Case Studies 100

ANNUITAS

AUGUST 20, 2013

While your boss may want things to stay like they were, your prospects changed the rules a while ago and didn’t bother checking with you first. Blog B2B Marketing Buyer''s Journey Inbound marketing'

Inbound Marketing 100

Inbound Marketing Rules B2B Marketing Marketing Prospects 100

ANNUITAS

OCTOBER 7, 2020

It could be argued that the concept of gamification itself is all around us, and right in our hand with our smart phones, but as a B2B stand-alone technology, implementation rarely added value and often adversely affected site speeds. We all see our LinkedIn Profile stats, but is anyone changing behavior based on it? Which brings us to ABM.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

FEBRUARY 23, 2012

As a whole, events can be a big part of how you connect with your customers and prospects. Obviously, this rep was woefully unprepared and his company did nothing in the way of qualification, persona identification or lead scoring to set him up for success. After an event, before your reps call, make sure they know who they’re calling.

Work Management 100

Work Management Marketing Management Guerilla Marketing Demand Generation 100

ANNUITAS

MAY 7, 2013

According to Wikipedia, the definition of lead scoring is, “A methodology used to rank prospects against a scale that represents the perceived value. Blog B2B Marketing demand process Lead scoring marketing automation'

Lead Scoring 100

Lead Scoring Lead Ranking Wikipedia Leads 100

ANNUITAS

APRIL 23, 2015

I am one of the 69% of B2B marketers that rate in-person events as the most effective tactic in demand generation as reported in the 2015 Content Marketing Institute Benchmark Study. However, when those prospects don’t immediately respond to our emails or calls, we keep emailing them wondering why they are not responding.

Demand Generation 100

Demand Generation Demand Advertising Benchmark Marketing Prospects 100

ANNUITAS

APRIL 9, 2015

A big challenge we often see in enterprise B2B demand generation programs is the tendency to rely on lead volume as a benchmark for success. The foundation of any B2B demand generation program is educational content. Blog B2B Marketing benchmark Buyer''s Journey content marketing conversion rates Demand Generation'

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation 100

ANNUITAS

JULY 28, 2015

Then why are so many Enterprise B2B marketers missing the mark? ANNUITAS recently published the first B2B Enterprise Demand Generation Study to understand what drives this unique group of marketers. However, according to the ANNUITAS study, only about 33% of B2B Enterprise marketers include this key insight in their efforts.

Buyer Personas 100

Buyer Personas Demand Generation Case Studies Barriers 100

ANNUITAS

DECEMBER 4, 2014

It serves as a catalyst to Engage, Nurture and Convert our prospects and customers and enables a strategic approach to Demand Generation. of Enterprise marketers feel they are effective in achieving their goals in demand generation programs/campaigns according the ANNUITAS B2B Enterprise Demand Generation Study. In fact, only 2.8%

Automation 100

Automation Demand Generation Agencies Marketing Automation Services Demand Generation 100

ANNUITAS

NOVEMBER 12, 2015

I’m not suggesting that you reach out to prospects that are not ready, based on their content consumption and activity history. This approach makes even more sense when you consider that most B2B buying is a group activity, and those managers are likely to be influencers on the buying committee already.

Account Based Marketing 120

Account Based Marketing Lead Ranking Demand Generation Marketing Qualified Leads 120

ANNUITAS

NOVEMBER 25, 2014

According to the recent B2B Enterprise Demand Generation Study conducted by ANNUITAS, only 44.3 Interview customers, prospects, team members, and even those prospects that got away. Think about the “can’t see the forest through the trees” scenario that mystifies us. If so, which properties are most valuable?

Planning 100

Planning Buyer Personas Effectiveness Content Marketing 100