ANNUITAS

OCTOBER 27, 2023

What is now ‘generally available’ in the platform amounts mainly to productivity improvements for go-to-market professionals, with embedded AI prompts that can automate or remove common steps in common GTM workflows — a tactical improvement to the platform. To move beyond core productivity gains (i.e.,

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. What is CX? And of course, CX is a requisite for customer growth and for customer advocacy.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

NOVEMBER 29, 2023

CMOs should not be obsessed with owning every marketing function possible, building widespread brand awareness or being the steward of customer experience (CX) – approaches that 100% of the time result in juggling too many balls. The big challenge is building the right dynamic between CEOs and CMOs.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

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

JANUARY 21, 2020

Or, like nearly three-quarters of businesses, do you succeed because you have a strong product or service? If you have the latter motion, you are stuck in a state of random acts of sales and marketing — which is a typical side effect of such an inside-out, product/service-led go-to-market strategy. Build a brand.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

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

NOVEMBER 22, 2023

What does this repositioning mean, and what are some of the product developments Drift is delivering to support this repositioning? Drift’s new product innovations fall into three, distinct new feature sets: Site Concierge creates a new type of self-service environment.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

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. How is data shared between sales, marketing, customer success and product?

Lead Ranking 130

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

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. 2005 Called.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

OCTOBER 31, 2023

.’ Once you dig into the details, however, you realize these additions often fall into the following two categories: On one hand, we see a number of tactical end-user productivity enhancements, powered by AI — all focused around use cases that are certainly beneficial, but ultimately won’t be game-changing for your go-to-market.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 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 goal is to be as efficient as possible while still producing a quality product. Snippets can be a time saver in the production process. 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

NOVEMBER 18, 2020

Thinking back just ten or fifteen years ago, weren’t Google, Facebook and others positioned as free products? These products were supposedly created to help us be more efficient and to foster a sense of community. If you’re not paying for the product, then you’re the product.” And we all remember wondering….but

Ethics 130

Ethics Personalization B2B Opt-out 130

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.” Said differently, customers must experience ‘success’ with the purchased products/services, or else future growth is not possible.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

FEBRUARY 24, 2023

Your thinking is strategic, but the process — the growth engine — you have attempted to build will not run. These companies need to pinpoint where to invest to optimize their growth and how to build a scalable Growth Engine to carry them to their next phase of growth.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 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

MARCH 10, 2023

Not only does it build trust with your audience, it also increases the likelihood that they would be willing to become a customer. While people know to expect the occasional product or service pitch, they shouldn’t make up the majority of your content if your goal is to build a loyal following. What’s the Problem?

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 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 goal is to be as efficient as possible while still producing a quality product. Snippets can be a time saver in the production process. 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

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. how this span of control intersects with that of Product and Communications leadership and 3.) In that case, think of it as “the Office of the CGO”.

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

JANUARY 31, 2023

Here is the fortuitous alignment – which is what ANNUITAS and I share in common; We both want to help these companies build successful, sustainable growth engines that perfectly orchestrate the entire go-to-market lifecycle – across digital and live interactions – with the customer journey at the center.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

AUGUST 4, 2020

They have built personas and they have detailed product marketing plans. The insights that we develop at this stage become the building blocks of our strategy and further implementation. In fact, 58% of content marketers said audience relevance was the largest contributor to success.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

MAY 12, 2023

I had great conversations with Zoho executives, getting into some of their latest product announcements. When it comes to generative AI, Zoho is taking an “integrate, partner, build” type of approach. The post Zoho is Quietly Building an AI-Powered Go-to-Market Tech Stack appeared first on Annuitas.

Marketing AI 130

Marketing AI Enterprise Management Ad Building Work Management 130

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

SEPTEMBER 7, 2021

So how do you use this information to inform productive conversations? 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. There are two steps. Success relies on joint stewardship.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

SEPTEMBER 7, 2021

So how do you use this information to inform productive conversations? 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. There are two steps. Success relies on joint stewardship.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

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. But those campaigns are neither scalable nor efficient. But this method quickly becomes unmanageable.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

MARCH 1, 2023

Position Overview Reports to the Chief Executive Officer Core responsibility is to Deliver sustainable and growing top line revenue Consistently and predictably grow the total customer base Grow revenue per customer and reduce customer churn Owns the end-to-end core customer relationship, including DX – pre-sale demand experience Engage > Nurture (..)

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

FEBRUARY 9, 2021

They receive product announcements, cold pitches, meeting requests, and all sorts of other offers that rarely provide a solution to their problems. In an environment already characterized by dissatisfaction, a randomized, product-centric, campaign-driven approach to demand marketing only makes matters worse. Optimizing your tech stack.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 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. Transforming Your Go-to-Market Team: Building a “Converged Growth” B2B Organization.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 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. Buyer feedback on our product was overwhelmingly positive. Motivation and productivity have been really high.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

MAY 31, 2023

During our keynote session at the Ignite event, we also announced the release of the latest publication from ANNUITAS, the Chief Growth Officer’s Handbook : Transforming Go-to-market, Building a Growth Engine. Another key trend featured front-and-center at the event was the importance of personalization.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

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? What’s caused you to be in the market for this product/solution? These types of questions will help you truly understand the problem your buyer is trying to solve by using your product or service.

Peer-to-peer 173

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

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. Doing so will lead to more productive conversations which will, in turn, provide higher quality leads to sales. Build Buy-In.

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 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. Knowing the context in which a buyer might come to your site is important.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

JULY 12, 2022

It cannot be defined by tactical, product-led, inside-out motions and time-bound ‘campaigns.’ It is not merely about pushing more product; rather, it’s about being in tune to what the customer needs at key moments in his/her lifecycle and being ready to ‘get found’ and to deliver in that moment — anticipatory go-to-market.

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

OCTOBER 7, 2020

The latest Gartner Hype Cycle for Digital Marketing maintains ABM platforms sliding down the Trough of Disillusionment, with an estimated 2-5 years until they reach the Plateau of Productivity. 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

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