ANNUITAS

OCTOBER 11, 2023

I want to share with you a new service from ANNUITAS – one designed to help go-to-market (GTM) organizations continuously improve their performance. What we need is an ‘operating system’ to help our go-to-market organizations better operationalize go-to-market around customer lifecycles.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 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. Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

JANUARY 31, 2023

The tremendous moment to jump in and help so many companies fix their underperforming marketing and sales motions. In my career, I have been lucky enough to work with customer success, product, and executive teams that valued the type of approach ANNUITAS helps clients take.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

MARCH 17, 2023

Why You Need to be Thinking About Data-Driven Marketing Data-driven marketing helps drive growth for your company—but it can also serve a crucial purpose internally. Without collecting and analyzing the necessary data, it’s just not possible to build these personalized experiences. Some of these risks include: 1.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

FEBRUARY 3, 2022

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. Your starting point may depend on which stage from above you most identify with, but the guidance remains the same: research, understand, and then build. Here’s what the breakdown looks like.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

MARCH 10, 2023

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. Provide genuine opinions on the subjects that people find helpful. What does it mean? What’s the Problem?

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

OCTOBER 27, 2023

We also believe the company needs a dose of a Perpetual Growth Engine strategy — i.e., a true methodology — to help guide the connectivity between these elements. to help the customer along their journey. The updates to Marketing Cloud also include some new low/no code journey-building tools.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

AUGUST 21, 2023

All too often, this leads to organizations engaging in random acts of sales and marketing — in an attempt to shore up tactical gaps and with an insufficient perspective on customer critical path — instead of building sustainable go-to-market programs. Effective DX helps drive GTM optimization by aligning the two.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

MARCH 19, 2020

Replacing this Engagement Channel will be tricky, but ANNUITAS has several recommendations based on our demand marketing experience – and a review of our aggregated client data across multiple programs – that can help fill the gap. Show respect and ‘help’ buyers find what they are looking for. Focus on Insight.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

FEBRUARY 24, 2023

I’m excited to introduce a new offering from ANNUITAS — one that is not only timely, but also helps companies address the #1 business challenge that they face today. Helping them to get back to Growth and to scale it strategically. Your go-to-market works in theory, but you cannot operationalize it.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

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. What is their role in their organization? Are they a decision maker?

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

JULY 21, 2022

This is the topic I covered in my last piece, “Transforming Your Go-to-Market Team: Building a ‘Converged Growth’ B2B Organization.” 2 – Build Cross-Functional Go-to-Market Teams, Aligned For Customer Lifecycle Stage Stewardship. ” In my last piece, I also outlined a new strategy tack.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

MAY 2, 2023

I wanted to get an understanding of their vision and see how the overall portfolio was aligning with its go-to-market tool set to help support a Converged Growth model for enterprise users. Marketing Cloud users now have the ability to unlock more insights and drive a data-driven full journey engagement model.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

JANUARY 21, 2020

Do you build acquisition budgets but struggle to connect the dots between the spend and the specific outcomes? Moreover, does your approach to building demand equate to some combination of the following: Hire more sellers (or “lead development reps” or “demand generation reps”) and ask them to make more outbound calls. Build a brand.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

JULY 16, 2020

There are two must-have components to building alignment when it comes to transforming demand marketing. Mutually agreed upon definitions are the building blocks of this process. For more helpful information about this topic, read “ How to Align Sales and Marketing Teams.”. Build and Optimize Feedback Loops.

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

ANNUITAS

NOVEMBER 2, 2021

There are two must-have components to building alignment between marketing, inside sales, and sales. Mutual agreement on terminology is a building block. For more helpful information about this topic, read “ How to Align Sales and Marketing Teams.”. Build Buy-In. There are three steps to help these teams get on board.

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

OCTOBER 4, 2016

Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? Modern marketers use MAPs to help streamline processes, reduce errors during production and there are a million and one hacks to make the most of this technology. B2B marketers are always pressed for time.

Marketing Automation Services 230

Marketing Automation Services Marketing Automation Automation Work Management 230

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. Short term ‘dotted lines’ can help create roles and responsibilities aligned with the office of the CGO among existing titles and departments.

Lead Ranking 130

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

ANNUITAS

JULY 29, 2020

Building on this, strategic demand marketing is an approach to achieving this outcome in a sustainable, perpetual and high-performance way – by operationalizing go-to-market around customer journey. This definition is broader than simply ‘lead generation’ or ‘demand generation.’ What goes into this blueprint?

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

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

SEPTEMBER 7, 2021

When building a progressive profiling strategy, marketing tends to make a lot of assumptions about what they think is going to create a meaningful conversation without ever asking sales’ opinion. This data shows patterns and helps sales reps prioritize where to spend their time. Success relies on joint stewardship.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

SEPTEMBER 7, 2021

When building a progressive profiling strategy, marketing tends to make a lot of assumptions about what they think is going to create a meaningful conversation without ever asking sales’ opinion. This data shows patterns and helps sales reps prioritize where to spend their time. Success relies on joint stewardship.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

SEPTEMBER 28, 2022

This is impossible, and in fact, trying to build marketing and sales programs around role or title is impossible to scale. Rather than build an adaptive, customer-journey aware apparatus, they simply automate the ‘bombarding’ of customers with content that may or may not have relevance.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

APRIL 10, 2023

In our Behind the Buzzwords content series, ANNUITAS breaks down the complex jargon you see trending in go-to-market thought-leadership and helps you cut through the noise to contextualize it for your organization. Ultimately, developing a customer journey is only helpful if you do it right. What does it mean? Ah, the customer journey.

Ideal Customer Profiles 130

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

ANNUITAS

AUGUST 19, 2022

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. This work helps with both customer acquisition and long-term retention.”

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 4, 2016

Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? Modern marketers use MAPs to help streamline processes, reduce errors during production and there are a million and one hacks to make the most of this technology. B2B marketers are always pressed for time.

Marketing Automation Services 181

Marketing Automation Services Marketing Automation Automation Work Management 181

ANNUITAS

NOVEMBER 18, 2020

These products were supposedly created to help us be more efficient and to foster a sense of community. As I watched the film, I couldn’t help but picture the entire human race as targeted victims, allowing algorithms to dictate our political and social beliefs as well as our buying preferences and actions.

Ethics 130

Ethics Personalization B2B Opt-out 130

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. That’s called spam – and it harms Customer Experience more than it helps.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

FEBRUARY 3, 2020

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? More importantly, how can we frame a conversation that convinces our buyer that we understand who they are and how we can help? We can help. Where we should be. What sources do you trust?

Peer-to-peer 173

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

ANNUITAS

MARCH 4, 2020

Matt Bilotti with Drift captures this POV in a great post : Over the last few years, Growth Marketing has helped re-define the goal of marketing. I.e., Growth Marketing efforts fail to build a demand engine for the business, and so the result is a perpetual state of random acts of sales and marketing. Upper funnel focused.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

MARCH 1, 2023

This Position Description Can Help Your Search appeared first on Annuitas. The post Searching for a Chief Growth Officer for Your Business?

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

DECEMBER 4, 2020

Then you optimize and build Demand Process into your chat strategy. First, the questions asked during the chat should be aligned to important data points in the lead management framework that help better qualify that person. Not only does this help you quickly route leads, but it also helps prioritize who to follow up with first.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. With this information in hand, sales and marketing teams can build a flexible model of engagement that guides users through a journey while unobtrusively tracking sales-readiness.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 24, 2020

Scaling telehealth programs up alongside targeted, strategic demand marketing efforts can help bridge the revenue gap created by COVID-19. Focusing on digital channels will help healthcare marketers meet patients where they are. Build trust by providing valuable information about privacy, patient experience, efficacy, etc.

Demand 113

Demand Top of Funnel Planning Digital Marketing Funnels 113

ANNUITAS

JANUARY 20, 2023

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. What does this word mean? Start by asking yourself: Where are your prospects going to get their information, and why?

Top of Funnel 130

Top of Funnel Paid Social Agency Digital Marketing Funnels Advertising Mediums 130

ANNUITAS

OCTOBER 31, 2023

They repeat practices that show diminishing returns, lack the framework of a larger GTM strategy, and fail to move any closer towards building a true Perpetual Growth Engine for the organization. This also helps ensure engagement is prioritized for prospects that fit the ideal customer profile (ICP).

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

OCTOBER 7, 2020

What the two companies bring together helps to build a fuller featured platform around targeting, qualification, web personalization and intent. To learn more about how to build sustainable strategic demand marketing, read: Making the Critical Shift from Tactical to Strategic Demand Marketing.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147