ANNUITAS

FEBRUARY 3, 2022

Three main cohorts are leading businesses right now – Baby Boomers, Generation X, and Millennials. If you’re in the “unsure how to cross the divide” stage, you need to dig into buyer preferences and build a flexible engagement model. But younger generations prefer to build relationships digitally.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

FEBRUARY 7, 2023

Organizations that maintained their innovation focus through the 2009 financial crisis, for example, emerged stronger, outperforming the market average by more than 30 percent and continuing to deliver accelerated growth over the subsequent three to five years … ” It’s time to move past random acts and transform by 1.)

Lead Ranking 130

Lead Ranking Peer-to-peer Paid Search Agency Terms and Conditions 130

ANNUITAS

MAY 21, 2020

Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component. While it seems simple enough, Marketing Attribution falls into what I would describe as “marketing philosophy.” Rigid rules stuck in outdated thinking.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

FEBRUARY 16, 2023

Over the past six months, we have been writing and speaking about the importance of building a Converged Growth organization as the foundation of a successful go-to-market transformation. 53% of CEOs cite growth as a top business priority, ahead of profitability, customers and product improvements,” notes Vista Equity Partners.

Lead Ranking 130

Lead Ranking Top of Funnel Peer-to-peer Paid Search Agency 130

ANNUITAS

JANUARY 31, 2023

In addition, so many businesses have placed the customer at the heart of a lot of processes, but strangely NOT at the heart of the go-to-market journey. Additionally, recent research found that only 36% of businesses surveyed believed their sales and marketing efforts were aligned with customer success. Providers (and practitioners!)

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

SEPTEMBER 28, 2022

Conversation Track Architectures can be complex and multi-dimensional, but they can also quite simple and straightforward (see actual ANNUITAS client examples below). This is impossible, and in fact, trying to build marketing and sales programs around role or title is impossible to scale.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

OCTOBER 31, 2023

Examples include saving time on administrative activities within your marketing automation platform (MAP) or customer relationship management (CRM) system, or shortening the time it takes for a sales or customer success team member to gather talking points to support an upcoming customer conversation. “The Biggest Thing Missing from AI?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

MARCH 19, 2020

But many of us also share concern over a different crisis: the state of our businesses at this time. Business leaders and marketing and sales teams are struggling now, more than ever, to not only drive new demand, but to replace the loss of existing demand in the marketplace. That’s where other digital channels are critical.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

OCTOBER 7, 2020

Perhaps the grandest example of interruptive marketing, the banner ad, complete with obnoxious fonts, flashing lights and even auto-playing sounds was one of the first ways marketers tried to capitalize on the ‘eyeballs’ available in the digital world. Banner Ads. ABM is often labeled as a strategy, but alone it’s an ineffective one.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

FEBRUARY 3, 2020

They don’t even start with asking about their business’ pain points or priorities. Most of these acronyms ask questions like: Do you have the budget to fund this project, or are you still working to build the business case? They come right out and ask how many seats the prospect has. What sources do you trust? Online networks?

Peer-to-peer 173

Peer-to-peer Work Management Marketing Management Sales Qualified Leads 173

ANNUITAS

MARCH 4, 2020

In particular, it largely remains a ‘tactician-level’ activity that has not risen to the level of a holistic approach to sustainable business growth, nor is it largely embraced by senior executives, particularly at larger enterprises. It is increasingly constrained by many of the attributes of the growth hacking mindset.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

OCTOBER 24, 2016

Best example from the session was a Valentine’s Day video on the perfect gift…a new Cisco router. This session gave so many helpful hints and names and examples of actual tools and templates to put into use immediately. As a leader, you go from working in the business to working on the business.

Marketing Budget 124

Marketing Budget B2B Urgency Marketing Work Management 124

ANNUITAS

JULY 2, 2020

Not only are bankers limited by the lack of opportunity to build new relationships, but the B2B banking buyer’s decision-making process is changing. This is when they begin re-assessing options and are likely to move business to those with whom they’ve built the strongest relationships. And thus, the long-term relationship pays off.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

JULY 12, 2022

B2B organizations have for decades attempted to achieve so-called sales and marketing alignment – fueled by countless business books, analyst reports, strategic frameworks and consulting engagements – all well-meaning. But there is no silver bullet. How does this translate into transformation of sales and marketing teams?

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

OCTOBER 24, 2016

Best example from the session was a Valentine’s Day video on the perfect gift…a new Cisco router. This session gave so many helpful hints and names and examples of actual tools and templates to put into use immediately. As a leader, you go from working in the business to working on the business.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

OCTOBER 24, 2016

Best example from the session was a Valentine’s Day video on the perfect gift…a new Cisco router. This session gave so many helpful hints and names and examples of actual tools and templates to put into use immediately. As a leader, you go from working in the business to working on the business.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

MARCH 15, 2016

“I day-trade attention and build businesses” – Gary Vaynerchuk , Keynote address, Rainmaker 2016. Put yourself out of business everyday – In the spirit of day-trading for attention, Vaynerchuk was adamant about putting yourself out of business before the competition does.

Buzz 100

Buzz Paid Search Agency Advertising Agencies Social Media 100

ANNUITAS

OCTOBER 17, 2014

They must serve a variety of different audiences with targeted, relevant messages that promote actions, while still remaining true to their brand voice, tone, and thematic, and business goals. For great multilingual style guide examples, check out Microsoft’s approach. Build a Workflow for your Team.

Practices 100

Practices Buyer Personas Multi-Channel Best Practices 100

ANNUITAS

AUGUST 18, 2016

Last week over 400 marketers attended #FlipMyFunnel in Boston to share best practices in marketing on topics including Account-Based Marketing (ABM), MarTech, Sales Development Email Dos and Don’ts (some scary examples here), Leadership, Big Data and much, more. Poor content impacts business-. Relevant content matters.

Account Based Marketing 100

Account Based Marketing Top of Funnel CMO ABM 100

ANNUITAS

SEPTEMBER 29, 2016

For example, that article I mentioned was called Facebook ranks ahead of Twitter and LinkedIn for B2B decision makers , and the title alone was enough to surprise me. Like most complicated questions, the answer is going to be different for every company.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

OCTOBER 17, 2010

For example, ‘we have a much greater opportunity to close business if we can get the finance department involved,’ or ‘companies that also use this kind of solution are great leads for us.’ Sales can really help this process at the front end of the demand generation process by identifying the characteristics of their top targets.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

ANNUITAS

JANUARY 10, 2011

Steve has nearly 20 years of experience in brand building, demand generation and corporate marketing. He holds degrees in communications and linguistics and has done post graduate work at Harvard University and the Wharton School of Business at the University of Pennsylvania. Happy 2011! Do we need email marketing or something more?

Enterprise Management 100

Enterprise Management Marketing Automation Services Work Management Marketing Management 100

ANNUITAS

SEPTEMBER 29, 2016

For example, that article I mentioned was called Facebook ranks ahead of Twitter and LinkedIn for B2B decision makers , and the title alone was enough to surprise me. Like most complicated questions, the answer is going to be different for every company.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

MARCH 26, 2013

To be content marketing, it has to help drive the business in some way. If you trying to build a relationship with consumers, one in which they value you for more than just your products or services, great content is the next best thing. A: Over the past few years, we’ve seen a few examples of brands buying media companies (i.e.,

Enterprise Management 100

Enterprise Management Content Marketing Advertising Agencies Work Management 100

ANNUITAS

FEBRUARY 1, 2011

If you want to avoid this type of scenario, consider the following: Establish a set of business rules that will determine who has access to your data. For example, marketing operations may only have administrative access to marketing data, sales operations has administrative access to sales data, etc. The result was indeed a mess.

Marketing Management 100

Marketing Management Data Hygiene Ideal Customer Profiles Marketing Automation Services 100

ANNUITAS

OCTOBER 6, 2010

that has nothing to do with your business, your interests or where you are with regard to potentially buying a product or service. Understanding that the goal of nurturing is to engage and build a long standing relationship with the buyer, doesn’t it make sense to understand who that buyer is? Map content types to buying phases.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

MARCH 18, 2014

I spoke about the CMO’s need to spend more time building and owning the strategy for the usage of marketing technology tools before deployment, understanding the depth and breadth of these offerings and how they work together, and perhaps most importantly effectively managing the individual “power users” of their technology stack.

Process 100

Process Planning Marketing Automation Services Demand Generation 100

ANNUITAS

SEPTEMBER 15, 2020

Business-to-consumer (B2C) companies have harnessed social media in a huge way. Why are business-to-business (B2B) businesses not realizing the same level of success? Why are business-to-business (B2B) businesses not realizing the same level of success? Social media isn’t for B2B businesses.

Social Media 147

Social Media Social Marketing B2B Marketing Top of Funnel 147

ANNUITAS

MAY 10, 2023

Telemetry and orchestration must be working together to drive a continuous and building series of interactions that Engage, Nurture and Convert during pre-sale and that see the customer Succeed, Develop and Grow post-sale. A great example is marketing automation, which is perhaps the most misunderstood system in our GTM Technology Stack.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

OCTOBER 1, 2020

There is a significant difference between building a go-to-market strategy and operationalizing this strategy. For example, at ANNUITAS we have found that ‘content hand-raisers’ – i.e., people who consume content AND fill out a contact-me form – convert to an opportunity at a 40% greater rate than that of a typical hand-raiser only.

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

JANUARY 25, 2022

At ANNUITAS, we get insights about the buying committee by conducting: Primary-source interviews with business stakeholders, customers, and prospects. You need to build a model that you can automate and optimize.”. Don’t forget consensus building here. As you build your content inventory, focus on making it easily shareable.

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130

ANNUITAS

JUNE 28, 2016

Here’s a common scenario: Busy important business guy takes a quick break between finalizing presentations while talking on the phone and answering emails while sitting in a meeting. Bagel in one hand, keyboard in the other, he peruses Forbes to get caught up on important business happenings.

Profiling 124

Profiling Budget Programs Demand Generation Paid Search Agency 124

ANNUITAS

OCTOBER 9, 2014

A high level marketing executive pointed out once that his company “doesn’t sell to glass buildings, we sell to people.” Consider myself as an example of an “engaged” individual in your marketing automation system. vs. International Business Machines) to muddy the waters. Consider how leads vs. contacts work in Salesforce.com.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

ANNUITAS

JUNE 12, 2014

A high level marketing executive pointed out once that his company “doesn’t sell to glass buildings, we sell to people.” Consider myself as an example of an “engaged” individual in your marketing automation system. vs. International Business Machines) to muddy the waters. Consider how leads vs. contacts work in Salesforce.com.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

ANNUITAS

JULY 13, 2023

The Einstein Trust Layer also makes AI Cloud open and extensible, meaning that businesses can choose the right model for the right task. For example, businesses can choose to use LLMs from Amazon Web Services (AWS), Anthropic, or Cohere — or they can use Salesforce LLMs developed by Salesforce AI Research.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

APRIL 13, 2023

Stewardship of a single customer journey starts with building a single go-to-market organization. The core organizational design principle for Chief Growth Officers is how to drive continuous and orchestrated customer engagement, building substantive content and engagement channel strategies that reflect the entire customer lifecycle.

Lead Ranking 130

Lead Ranking Top of Funnel Enterprise Management Work Management 130