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

FEBRUARY 16, 2023

53% of CEOs cite growth as a top business priority, ahead of profitability, customers and product improvements,” notes Vista Equity Partners. In fact, there are many examples of CGOs who are just re-named CMOs or CROs. how this span of control intersects with that of Product and Communications leadership and 3.)

Lead Ranking 130

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

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

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? What’s caused you to be in the market for this product/solution? What sources do you trust?

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

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. Lax rules that allow too many false positives to come through. Rigid rules stuck in outdated thinking. Losing sight of the outcome being measured by the KPI.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

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 21, 2018

And we don’t expect anything other than business as usual from the Marketo ecosystem for the next 6-9 months. (So Moreover, Adobe’s product quality is world class — something that cannot be said for every software vendor that has acquired marketing automation. Tech companies are bought and sold every day.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

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. To do this, you have to understand your customer inside and out.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

DECEMBER 11, 2023

In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. One example is UPS, whose CMO and Customer Experience Officer is leaving at the end of this year. Random acts are costly and fail to drive real, sustainable lift to sales and revenue.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

AUGUST 30, 2018

As we were going through a refresh of our targeted personas, we noticed an increase in engagement with leadership roles that have revenue responsibility (sales leaders, business unit leaders, and even CEOs). Let’s explore an example of a very common request from the board … increase the ROI of your marketing spend.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

JULY 2, 2020

This is when they begin re-assessing options and are likely to move business to those with whom they’ve built the strongest relationships. Their ability to drum up new business strictly from relationships has been significantly reduced, but in its place is a surge of demand for a new banking partner. Revisit Your Demand Process.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

MAY 22, 2014

Citing historical examples of people whose names we didn’t necessarily recognize yet could clearly see their impact on our modern world. Productivity. The first is that marketing and product management are not on the same page in terms of how they’ll grow. a delightful change in this day and age, I might add). Acquisitions.

Validation 100

Validation Demand Generation Work Management Marketing Automation Services 100

ANNUITAS

AUGUST 11, 2015

Second, John also has a pretty good sense of business. He co-founded a video production company to produce business training videos on topics like “how to conduct a meeting.” Like, for example, that he worked for exactly one month as a journalist. Tweet this! ].

Content Marketing 100

Content Marketing Storytelling Content Paid Search Agency 100

ANNUITAS

APRIL 5, 2016

Just as drive-through coffee sounds great, the reality of complex orders and the time needed to produce the product, a Starbucks drive through generally isn’t a time-saver, nor a pleasant experience. Here are a few tips to creating a useful infographic: Visual appeal: Keep it interesting, not too busy and not heavily branded.

Demand Generation 100

Demand Generation Buzz Demand Rules 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.

Practices 100

Practices Buyer Personas Multi-Channel Best Practices 100

ANNUITAS

DECEMBER 3, 2015

Just as drive-through coffee sounds great, the reality of complex orders and the time needed to produce the product, a Starbucks drive through generally isn’t a time-saver, nor a pleasant experience. Here are a few tips to creating a useful infographic: Visual appeal: Keep it interesting, not too busy and not heavily branded.

Demand Generation 100

Demand Generation Buzz Demand Rules 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. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

MAY 28, 2020

In it, Scott offered four actionable ways to quickly and effectively shift your demand marketing plan to accommodate the changing business environment. For example, an Analyst from the Healthcare industry is more likely to attend a webinar than an Analyst in Banking and Financial Services.

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

NOVEMBER 15, 2011

Part of the reason that executives are so hesitant to buy into marketing is that they’ve not been provided a solid business case for making the necessary investments into marketing that will improve their business. As an example, it’s unfair for a sales person to have to meet a 90-day quota when the sales cycle is 180 days.

Positioning 100

Positioning Work Management Planning Marketing Management 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. If it doesn’t maintain or change a behavior, it’s just content.

Enterprise Management 100

Enterprise Management Content Marketing Advertising Agencies Work Management 100

ANNUITAS

FEBRUARY 9, 2012

Ardath is CEO of her firm, Marketing Interactions , Inc and has over 25 years of business management and marketing experience. Where storytelling makes the difference is when the stories are designed with your buyer or persona as the hero of the story working to solve a business problem. How important is one to the other?

Interactive Marketing 100

Interactive Marketing Work Management Marketing Management Emarketing 100

ANNUITAS

AUGUST 14, 2012

In essence, marketing is delivering a product (leads) to a buyer (sales) and meeting their need. This begins with adjusting compensation, driving collaboration, and managing by example that a culture change is needed to move from “sales only” thinking to “marketing-sales collaborative thought.”. To do so meets sales’ expectations.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 100

ANNUITAS

AUGUST 14, 2012

In essence, marketing is delivering a product (leads) to a buyer (sales) and meeting their need. This begins with adjusting compensation, driving collaboration, and managing by example that a culture change is needed to move from “sales only” thinking to “marketing-sales collaborative thought.”. To do so meets sales’ expectations.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 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. This is done by creating an ideal buyer profile for your company’s product(s) or service(s). Define Your Buyer Profiles & Buying Cycle. For most companies, one buyer profile is not enough.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 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. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

MARCH 22, 2011

Aside from those examples, we need to show hard results and make sure EVERY marketing program has a sound business case or ROI. Consideration: When you are trying to get people to consider your product or solution, marketing tactics are highly measurable. Decision: This is where conversion rates become the most important.

ROI 100

ROI B2B Thought Leadership Lead Scoring Lead Ranking 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

DECEMBER 22, 2011

This CMO effectiveness void is being felt in many organizations and could not come at a worse time for marketers, or even businesses in general. This is a perfect example of a CMO who has failed to be effective in his role, perpetuating the feeling that marketing is not truly valued within the organization. Know Your Customer.

CMO 100

CMO Peer-to-peer Vendors Gartner 100

ANNUITAS

OCTOBER 26, 2020

As we look back on this past year’s growth, and bullishly move toward the new year, there are five goals that I think will help all sellers, marketers, and business leaders think more like Chief Growth Officers ( more on that role here ) as we all strive to optimize success after a year of constant change. …and the list goes on!

Account Based Marketing 147

Account Based Marketing Top of Funnel Narrowcasting Peer-to-peer 147

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. It cannot be defined by tactical, product-led, inside-out motions and time-bound ‘campaigns.’

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

MAY 10, 2023

A great example is marketing automation, which is perhaps the most misunderstood system in our GTM Technology Stack. So, a third-party business process management tool may be needed if your current marketing automation or CRM platform and related applications are not fully workflow enabled to meet the requirements of a strategic process.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

JANUARY 25, 2022

At ANNUITAS, we get insights about the buying committee by conducting: Primary-source interviews with business stakeholders, customers, and prospects. Forward-thinking companies aren’t looking for a singular product to solve an immediate need. (And don’t forget to validate those findings with third-party research.).

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130

ANNUITAS

OCTOBER 1, 2020

Most companies know who they want to target, but the subsequent persona work typically looks at the basis of how that target will interact with the company’s product or service. It is a rare case that ANNUITAS engages with a company that does not have persona definitions built out. You need more.

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

OCTOBER 9, 2014

All of these people have different motivations, different pain points, are rewarded differently, and are evaluating your products or services from different points of view. Consider myself as an example of an “engaged” individual in your marketing automation system. vs. International Business Machines) to muddy the waters.

Account Based Marketing 100

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

ANNUITAS

JUNE 12, 2014

All of these people have different motivations, different pain points, are rewarded differently, and are evaluating your products or services from different points of view. Consider myself as an example of an “engaged” individual in your marketing automation system. vs. International Business Machines) to muddy the waters.

Account Based Marketing 100

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

ANNUITAS

OCTOBER 14, 2014

There are sessions on everything from mobile development, business agility with Joe Montana, a power panel with top women leaders or how to make an impact with infographics. It’s amazing to see how many people come to learn, network and engage with their peers, all trying to get just a little better at what they do.

Marketing Management 100

Marketing Management Peer-to-peer Salesforce.com B2B Marketing 100