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. Name a go-to-market challenge, and you’ll likely find a growth leader who’s convinced AI is now the solution. What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

AUGUST 12, 2020

This week, we take it a step further as we share how the insights phase builds a foundation for the strategy phase. It is at this stage that we define the critical customer journey and begin to build the Strategic Demand Marketing Plan. . We then want to build people, process, content, and technology on top of this process. .

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

AUGUST 19, 2022

Consider the enormous investment marketing teams have made in technology, data, and skills development. With more open communication, transparency and flexibility can flourish …” LinkedIn : “Having an understanding of what a customer wants, building trust with them and listening to their needs are vital skills of a CGO.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 7, 2020

As recent market and industry developments over time have shown, however, it isn’t ‘the answer’ to demand that many claimed, and has instead been consigned to its proper place within the context of strategic demand marketing. Different engagement approaches. 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

JUNE 25, 2020

Developing and delivering upon a growth strategy is the most important mandate for a today’s successful CMO. And while it’s not easy, I applaud those who have pivoted from storytelling and brand building to driving revenue-focused growth with accountability across the entire customer journey. Not a task for the faint of heart.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

MARCH 4, 2020

Growth Marketing must evolve past optimizing individual tactics and become a discipline of orchestrating the entire marketing, sales and product ecosystem – driving and optimizing enterprise demand – and thus growth. This is how (tactical) growth hacking for a product evolves into (strategic) growth marketing for the enterprise.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

FEBRUARY 25, 2020

Build buyer personas to pinpoint the variety of potential prospects and help curate content to meet various personas’ specifications. Building buyer personas helps businesses deliver the right message to the right person as well as in the right medium. Develop your messaging to address your buyer at the right point in time. .

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

NOVEMBER 5, 2020

Knowing the difference between a lead and a qualified lead is where most companies fall short. And lastly, the ‘convert’ step aligns with late stage content that addresses product/solution-oriented content and ultimately guides the buyer to sales. Your Content is Reaching the Wrong Audience.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

MAY 13, 2020

People use the word “incrementality” to mean different things. There is no question that marketing plays an important role in the areas of product and brand, which often have ‘soft’ vanity metrics used to assess program impact. Building out an early-stage picture of customer journey and intent.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

OCTOBER 17, 2014

Engaging today’s hyper-connected, self-sufficient buyer is a challenge for enterprise companies operating in different markets. 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.

Practices 100

Practices Buyer Personas Multi-Channel Best Practices 100

ANNUITAS

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. For the record, SalesLoft is a respected provider of sales engagement software.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

MAY 5, 2020

According to Scott Brinker, the average marketer uses 100 different pieces of software in a given month — and they don’t even think about 90 of them. As you’re building out your team, make sure to assess your current technology strategy before making a hire. They just use them! Three Things to Consider Before You Make a Hire.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

FEBRUARY 11, 2016

It was a great meetup, as we had Thamina Christenson with the Eloqua Product Marketing team presenting Eloqua’s latest features and future roadmap. It was great to hear about the exciting functionality that Eloqua is now deploying and it was an opportunity to ask questions directly to a member of the Product Marketing team.

Eloqua 100

Eloqua Demand Generation Marketing Automation Services Lead Ranking 100

ANNUITAS

MARCH 31, 2016

Whether it is the launch of a program, campaign, product, or instructional how-to’s, as marketers we’ve most likely developed training materials and conducted training sessions for members of our organizations. If you have a good time during the development process, it will translate during the training.

Training 100

Training Tips Paid Search Agency Creativity 100

ANNUITAS

DECEMBER 1, 2015

If you planned strategically, thinking in terms of building a perpetual Demand Generation Strategy versus a tactical approach, end of year is not a mad rush to rustle up a few last minute deals. Focus on three areas for a more productive New Year: Buyer-centricity-. However, most of us don’t aren’t able to do that just yet.

Buying Cycle 100

Buying Cycle Demand Generation Trigger Marketing Planning 100

ANNUITAS

AUGUST 9, 2016

Quality Assurance (QA) is a vital piece of your production process to ensure you don’t wind up on the next “12 Of The Worst Email Marketing Fails” list. Everyone will find different call-outs and provide you with well-rounded feedback to improve every email. These tools can help in analyzing, building and troubleshooting pages.

Privacy Policies 100

Privacy Policies Marketing Automation Services Landing Pages Privacy 100

ANNUITAS

SEPTEMBER 20, 2016

The pressures to build a solid Demand Generation Strategy that is perpetual with content marketing that converts is high. No matter the question, the answer is always the same — XYZ product. *Image via livingoutli.org. It doesn’t mean it’s all about your product either.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

ANNUITAS

OCTOBER 8, 2015

There are a few things that organizations must do in order to build demand generation programs that foster an ongoing dialogue with their buyers: Get into the details about their buyer: Many organizations do not really know their buyer and as a result, their content and demand generation approach is rather generic.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

OCTOBER 21, 2014

SW: Nudge helps you build a strong network of weak ties. As far as the experience of founding a company the second time around, I think it offers more time to focus on the creation of the new idea and product, which is what I really love, as opposed to the mechanics of operating a business day to day. How do you help your customers?

Ad Building 100

Ad Building Peer-to-peer Demand Generation Eloqua 100

ANNUITAS

SEPTEMBER 29, 2016

Like most complicated questions, the answer is going to be different for every company. Well, as David Lee King said in his blog post of the same name, there is a Big Difference Between Your Social Media & Gary Vaynerchuk’s Social Media. Cut bait and try something different if it doesn’t work.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

JANUARY 4, 2012

I receive 3-5 calls or emails per week asking if I have 30-minutes to view a demo or learn how a product can make my business better. Usually, I don’t have a need for their product or service. The truth is, your buyers do not care about your product and service nearly as much as you want them to or think they should.

Work Management 100

Work Management B2B Marketing Marketing Management Planning 100

ANNUITAS

APRIL 10, 2014

A recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. A white paper is developed and marketing decides to launch a “campaign” around the white paper. Taking a tactical versus strategic approach. Here’s what they said.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

JULY 2, 2015

For example, the fact that you just released a new product is not a “story” that most of your customers are going to be interested in … but I would bet that it’s the story your product marketing team is pushing you to tell. Trying to game the system?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Google 100

ANNUITAS

DECEMBER 2, 2014

The study reports that 74% of CEOs have “limited insight” into how customers are engaging with their products and what their likes and dislikes are. Of those that do, I find many ask leading questions such as “what did you like about our product that made you choose us?” The combination of the two is what makes the difference.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

ANNUITAS

JANUARY 6, 2015

When a buyer first engages with your brand, they are not necessarily looking to find the latest enhancements to a vendor’s product. They may be looking to simply solve a problem and finding a vendor who can write about that issue and address it in a way that speaks to the buyer and a “day-in-their life” will go a long way to build trust.

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

MARCH 13, 2014

Recently, MarketingProfs published an article about how to hire the best marketers for your team , which got me thinking – with the different facets of demand generation and their discreet areas of expertise, what is the ideal skill set for the future? Some will counter and say they’ve got people for content production.

Demand Generation 100

Demand Generation Demand Generation Marketing Automation Services 100

ANNUITAS

JULY 29, 2014

For example, the fact that you just released a new product is not a “story” that most of your customers are going to be interested in … but I would bet that it’s the story your product marketing team is pushing you to tell. Trying to game the system?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

ANNUITAS

MARCH 11, 2014

The users driving these solutions are responsible for building out campaign workflows, lead scoring and lead management programs, audience and targeted list segmentation, and landing page and email copy/creation. So difficult, in fact, you should consider a move to plan B: investment in your existing team and their professional development.

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

SEPTEMBER 29, 2016

Like most complicated questions, the answer is going to be different for every company. Well, as David Lee King said in his blog post of the same name, there is a Big Difference Between Your Social Media & Gary Vaynerchuk’s Social Media. Cut bait and try something different if it doesn’t work.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

SEPTEMBER 7, 2010

Several years ago I was on-site with a client discussing their desire to develop and implement a lead management process.  They used an entirely different system to send emails.     With marketing automation and CRM, it’s not any different.    You Don’t Have The Right People.

Work Management 100

Work Management Marketing Automation Services Marketing Management De-duplication 100

ANNUITAS

MAY 24, 2011

While we certainly ascribe to RPM, many are confused as to the difference between marketing automation and RPM. B2B buying today is much different than it was 15 years ago. Given these answers, you can pretty quickly build your lead management flows using lead scoring and qualification rules. for every $1 spent on sales.

Marketo 100

Marketo Marketing Automation Services Work Management Marketing Management 100

ANNUITAS

OCTOBER 6, 2010

If you are one of those who are looking to develop lead nurturing as part of your marketing strategy, but you just don’t know where to start, here are 5 things you need to consider before you launch. that has nothing to do with your business, your interests or where you are with regard to potentially buying a product or service.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

JANUARY 31, 2024

The objective is to build a scalable engine, not simply to run a short-term ‘campaign.’ This “short-term mindset” leads to two negative behaviors: Random acts of sales and marketing: These organizations engage in “random acts” of sales and marketing — failing to build a sustainable program.

Cost 130

Cost Marketing Analytics Tools Top of Funnel Lead Ranking 130

ANNUITAS

MARCH 28, 2023

Below are seven factors, integral to building the right Mindset for a CGO. This includes aligning digital and in-person and integrates an understanding of how different personas across the buying committee consume and get value from different information and experiences.

Lead Ranking 130

Lead Ranking Marketing Analytics Tools Demand Act-On 130

ANNUITAS

JULY 12, 2022

We’ve been on a search for the ‘silver bullet’ – including whether optimized lead-pass and the role of inside sales/lead development teams could be the perfect marketing-to-sales bridge. It cannot be defined by tactical, product-led, inside-out motions and time-bound ‘campaigns.’ But there is no silver bullet. This model follows below.

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

JUNE 6, 2023

GTM transformation — specifically, shifting from random acts of marketing and sales to building a perpetual growth engine — has significant implications for the KPIs we use to optimize our go-to-market programs and processes. Before we go deeper, we want to level set and focus on the truly critical KPIs for growth leaders.

Marketing Analytics Tools 130

Marketing Analytics Tools Optimization Elasticity Multi-Touch Attribution 130

ANNUITAS

JANUARY 25, 2022

No longer can a salesperson count on selling to the same handful of people; they now must prove value to a dozen different parties. Each stakeholder has a different job to do. Each stakeholder has different content needs. You need to build a model that you can automate and optimize.”. Don’t forget consensus building here.

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130