ANNUITAS

JANUARY 7, 2016

Years ago I was a part of a startup with a two-person marketing team that made the decision to implement a marketing automation platform. Thankfully, my boss and I were able to recognize the problem and make some hiring decisions to build a team that was appropriate to support our growing organization.

Ad Building 100

Ad Building Marketo Trade Show Marketing Automation Services 100

ANNUITAS

JANUARY 30, 2024

The tool uses generative AI-powered natural language prompts to design, build, and customize ecommerce sites and pages more quickly. Segment Creation is designed to help retailers improve targeting and personalization using GenAI prompts, with data from inside the user’s Data Cloud instance.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

OCTOBER 21, 2014

SW: Nudge helps you build a strong network of weak ties. Marketing has evolved and offers many solutions to help us deliver facts and figures to our buyers, but it still can’t deliver those personal relationships. It’s the challenge of building something to help customers, something new that is exciting.

Ad Building 100

Ad Building Peer-to-peer Demand Generation Eloqua 100

ANNUITAS

OCTOBER 27, 2023

GTM Implications Improved Full Journey Orchestration + Personalization The AI Cloud already included some prompts and tools for email subject line and content generation. In theory, these new images and content are designed to power personalized outreach across the full customer journey. The Copilot prompt can suggest content (e.g.,

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 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

OCTOBER 31, 2023

However, some of the most compelling and strategic use cases fall into the higher-order categories of adaptive personalization, ICP qualification and critical-path optimization. Content personalization works closely with ongoing qualification. “The Biggest Thing Missing from AI?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

MAY 2, 2023

What I discovered, not to my surprise, is that Salesforce has been very busy building what looks like a top-down Converged Growth tech stack to support the orchestration of engagement across the entire customer journey. 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

SEPTEMBER 7, 2021

The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. Ultimately, this data allows you to personalize your marketing efforts, and both nurture and qualify your leads more effectively. appeared first on Annuitas.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

SEPTEMBER 7, 2021

The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

MAY 21, 2020

When it comes to Demand Marketing, “Marketing Attribution” is the categorization process that aids in building rules to determine which leads and opportunities came from marketing. If you build your Operational Model correctly, its efficacy should speak for itself by translating into direct impact on the Executive Model.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

NOVEMBER 22, 2023

The goal of this re-positioning is to be less about powering transactional conversations, and more about driving personalized experiences with the right people, in the right place, at the right time along the entirety of the customer lifecycle. ANNUITAS can cite very few organizations at this level of go-to-market maturity.)

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

MARCH 19, 2020

Whether it’s trade shows, local events or more intimate sales dinners, in-person interactions are a much relied-upon component of every company’s demand marketing mix. Engagement Channel Elasticity is the percentage likelihood that a Person has touched a channel and has become a Closed Won piece of business. Focus on Insight.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

MARCH 21, 2023

4,000 installs and nearly 1,000 high usage customers building engagement on the tool set, powering more than 5.3m The Journeys capability, the visual environment where non-technical users can build complex drip and nurture flows, has been updated to provide more error reporting and other quality assurance for users during the build process.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

MAY 31, 2023

He called for a new approach that is more personalized, data-driven, and focused on the customer journey. Another key trend featured front-and-center at the event was the importance of personalization. The technology is finally at a “ready for prime time” moment.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

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. Because that prospect has been receiving personalized information from marketing throughout their journey. Build Buy-In. Set Appropriate KPIs and Compensate Accordingly.

Top of Funnel 130

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

ANNUITAS

AUGUST 8, 2023

Needles also highlighted the critical role that Conversation Track Architecture plays — creating a scalable basis for segmentation and personalization as we improve orchestration.

Multi-Channel 130

Multi-Channel CMO Marketing Management Case Study 130

ANNUITAS

APRIL 10, 2023

How do you have personalized conversations that align to the seemingly numerous customer journeys, at-scale ? It also allows you to personalize at scale by creating conversation tracks that cater to these distinct approaches — saving you valuable time and resources. What about what comes after?

Ideal Customer Profiles 130

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

ANNUITAS

MAY 5, 2020

That requires some pretty specific skills and capabilities, so we put together the top three things to consider as you’re building out your team and offer a short job description to get you started. As you’re building out your team, make sure to assess your current technology strategy before making a hire.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

FEBRUARY 13, 2024

Basis for controlling your customer brand experience: Content gates – by capturing critical telemetry and by delivering meaningful buying-journey content – enable us to deliver a strong, differentiated, multi-channel brand experience to prospects and customers through Web personalization, app interactions, email, SMS, event invites, etc.

Marketing Analytics Tools 130

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation 130

ANNUITAS

APRIL 28, 2020

Our current world environment has proven the need for companies to build marketing strategies that can withstand pivots when necessary. It’s also exposed a major flaw in industries built on traditional tactics and in-person relationships – especially financial services. Improve and personalize the customer experience.

Work Management 165

Work Management Marketing Management Service Paid Search Agency 165

ANNUITAS

FEBRUARY 7, 2023

Considering how marketing plays a critical role in repeat business, we can start building go-to-market strategies that are more aligned with today’s reality. I have had the luxury of building customer journey maps for many different types of companies. Retaining customers can be even harder for companies experiencing layoffs.

Lead Ranking 130

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

ANNUITAS

JANUARY 19, 2022

Today, up to 80% of B2B decision makers prefer remote human interactions (or digital self-service) instead of in-person interactions. We recommend that teams regularly conduct first-person interviews with customers and prospects then validate the results against third-party research. If you don’t know what their needs are, just ask.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

AUGUST 27, 2020

Eventually, as enough interactions occur, you’re able to build a complete profile of your buyer before ever sending qualified leads to sales, all without sacrificing the customer experience. Is the contact at the company the right person with the authority to move a deal forward? Are the stakeholders engaged?

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

OCTOBER 7, 2020

However, with the advent of better personalization and scalable options to deliver the same customized experience with less legwork, portals became unnecessary. What the two companies bring together helps to build a fuller featured platform around targeting, qualification, web personalization and intent.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

OCTOBER 4, 2016

Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? The first name greeting in your emails is a great example of how you can use a lead level token to populate personalized content. B2B marketers are always pressed for time. Work smarter, not harder.

Marketing Automation Services 230

Marketing Automation Services Marketing Automation Automation Work Management 230

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. First you integrate chat with Demand Process, and then you optimize and build Demand Process into Chat!

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JUNE 25, 2020

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. Kira Mondrus: Our demand marketing program has been significantly impacted by no longer having in-person events.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

MAY 12, 2023

The company has been hard at work building what I see as a set of go-to-market enablement tools aimed at the small and middle markets (think: a few hundred to a few thousand employees) that are simple to use, powered by AI, and priced right for smaller enterprises. However, Zia is more of an analytics and machine learning algorithm.

Marketing AI 130

Marketing AI Enterprise Management Ad Building Work Management 130

ANNUITAS

FEBRUARY 9, 2021

This method favors tactics that rely on random chance that your effort will reach the right person at the exact moment they’re ready to buy. While it might be fair to say that all marketers want to be considerate of the customer journey, almost none build their entire marketing programs around it. Facilitate the Customer Journey.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

FEBRUARY 3, 2020

With the competition in the market and the increase in personalization, knowing your buyer is more important than ever. But while most companies understand that they need to increase their personalization efforts, few are taking steps to improve their actual interactions with prospects – especially in the sales department.

Peer-to-peer 173

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

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. Even if there is a growth mandate, the types of responsibilities, purviews and charters of a CGO may not fall on just one person.

Lead Ranking 130

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

ANNUITAS

JULY 12, 2022

In today’s B2B buying journey, there is no single “handoff” from digital to in-person (or, for that matter, from marketing to sales). …. [S]imply McKinsey notes , “70% [of growth leaders] build an understanding of customers’ needs through formal and informal methods (ethnography, surveys, in-store visits, etc.).” Actionable.

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

OCTOBER 4, 2016

Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? The first name greeting in your emails is a great example of how you can use a lead level token to populate personalized content. B2B marketers are always pressed for time. Work smarter, not harder.

Marketing Automation Services 181

Marketing Automation Services Marketing Automation Automation Work Management 181

ANNUITAS

JULY 20, 2021

For most companies, the challenge of regularly delivering enough leads and opportunities to hit growth targets has historically meant building a strategy around producing high volume, low quality marketing and sales campaigns. That’s 260 pieces of content per person, per year. But those campaigns are neither scalable nor efficient.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

NOVEMBER 5, 2020

By tracking if a lead has sustained engagement, if they are the right persona from the right type of company, and if they have signaled lower funnel behavior, you can build a comprehensive scoring model that weights each interaction and moves the lead through different lead qualification stages.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

SEPTEMBER 28, 2022

The ‘y-axis’ of the architecture defines the segmentation by stage required to optimize information personalization, to meet the differential information needs of different customers at different stages. 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