ANNUITAS

SEPTEMBER 11, 2014

However, when it comes to Demand Generation Strategy there are a few rules that if not followed, will lead to poor results, wasted money and effort, and a frustrated marketer. Don’t build a strategy around a tactic. It’s better to have the right strategy then to meet an arbitrary deadline with a poor strategy.

Demand Generation 100

Demand Generation Rules Demand Generation 100

ANNUITAS

APRIL 17, 2014

The word “strategy” is so over-used these days. No doubt about it we all want to have ground-breaking strategies , be thought of as strategic thinkers, and win awards for our companies or agencies with our strategy of the year. Not at all what I’d call a strategy. Not at all what I’d call a strategy.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

NOVEMBER 18, 2014

To ensure you have a buyer-driven strategy, make sure those who have the most insights about your customers and prospects are there. There is no “set it and forget it” in Demand Generation Strategy. Acknowledging this and accepting accountability for results builds your credibility as a business leader.

Demand Generation 100

Demand Generation Demand Generation Marketing & Strategy 100

ANNUITAS

MAY 26, 2015

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” While many organizations look to implement a vertical strategy, there are some things that should be considered before moving forward with one: 1.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

SEPTEMBER 25, 2014

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” While many organizations look to implement a vertical strategy, there are some things that should be considered before moving forward with one: 1.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

JANUARY 31, 2013

In other words, content is the new force that drives traffic and moves leads through the top, middle and bottom of the purchase funnel and therefore content now fuels successful B2B modern marketing strategies. About Kapost Kapost is the leading provider of content marketing software for medium to large businesses.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

FEBRUARY 7, 2023

A Converged Growth strategy is a go-to-market mentality that takes a more all-encompassing approach to the entire customer lifecycle than traditional tactics. So, when we take a customer journey approach that implies repeat business it looks more like an “infinity loop” than a straight line.

Lead Ranking 130

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

ANNUITAS

JANUARY 21, 2020

Do you have a finely tuned, highly repeatable, highly predictable model for generating demand and closing business? Or, like nearly three-quarters of businesses, do you succeed because you have a strong product or service? “More businesses will shift to a customer-led growth mindset in 2020. The numbers don’t lie.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

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. Regardless, the CGO needs to have significant sway over the strategy planning and day-to-day execution inside these functional areas – all tracked against the Growth Plan.

Lead Ranking 130

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

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. Seventy-one percent of CMOs said they lack the budget to fully execute their strategy in 2023,” reports Gartner in a survey of more than 400 CMOs and marketing leaders.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

DECEMBER 14, 2022

Do you recall t he most business savvy reindeer of all? He had a vision of a go-to-market strategy that would transform marketing forever; one where sales and marketing were converged, every piece of marketing was mapped and tailored to a detailed customer journey, and the entire strategy was built to engage, nurture, and convert.

Marketing Analytics Tools 130

Marketing Analytics Tools Planning Peer-to-peer Ideal Customer Profiles 130

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. Where Go-to-Market Programs Fall Down I’ve said this before: Go-to-market strategies have an Achilles heel. You have a coherent account-based strategy.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

OCTOBER 31, 2023

AI Requires GTM Strategy Yet here’s the catch that requires constant reminding: AI isn’t automatic. 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.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

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.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

AUGUST 8, 2023

The packed house was a great mix of go-to-market experts, growth leaders and executives — all with the same goal in mind: discovering new ways to accelerate go-to-market transformation for their organizations and digging into why it is that the best-laid go-to-market strategies ‘tend to fall apart in execution.’

Multi-Channel 130

Multi-Channel CMO Marketing Management Case Study 130

ANNUITAS

JUNE 25, 2020

Developing and delivering upon a growth strategy is the most important mandate for a today’s successful CMO. Driving a long-term strategic growth plan requires alignment across all organizational business functions – from product marketing, analytics, and sales, to operations and customer success. Not a task for the faint of heart.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

OCTOBER 5, 2023

As generative AI is still a new concept, businesses might not want to automate the follow-up actions derived from AI just yet, nor provide AI with direct access to customers. As enterprises build out both their own large language models and AI strategies, Salesforce may have some critical data, but they certainly don’t have all of it.

Marketing Analytics Tools 130

Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

DECEMBER 9, 2022

Sales is on the front lines of uncertainty, dealing with organizational pressure to bring in new business, increased expectations with decreased resources, and all the uncertainty that this past year has brought us. Constant process changes will exacerbate this, so make sure your team is in agreement on a solid strategy. .

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

ANNUITAS

APRIL 29, 2021

Go-to-market strategies have an Achilles heel. You have a coherent account-based strategy. But to be honest, your go-to-market strategy was always incomplete, and your demand marketing likely has always been broken. In a strategic demand state , business growth is built around, and is adaptive to, customer critical path.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

NOVEMBER 14, 2022

When COVID lockdowns began, many businesses realized very quickly that their sales and marketing infrastructure was out of date. Offices closed, everything went digital , and what followed was a mass migration to the digital realm for businesses young and old. The reality is that technology is not the strategy.

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 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. At ANNUITAS, our most fundamental axiom is that strategy should not be dictated by technology. Rigid rules stuck in outdated thinking.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

AUGUST 19, 2022

The research supporting the shift to a Converged Growth model, led by a Chief Growth Officer, is significant: Gartner : “B2B organizations that unify commercial strategies and leverage multithreaded commercial engagements will realize revenue growth that outperforms their competition by 50%.”

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 11, 2023

Key elements of the service include: GTM industry insights: Regular analyst notes and periodic research reports evaluating the latest in GTM approaches and technologies; regular ANNUITAS client forums, sharing peer insights GTM performance analysis: Ongoing counsel, monthly performance checkpoints and quarterly strategy sessions GTM performance benchmarking: (..)

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

JUNE 10, 2020

Marketing as a business discipline is ever-evolving. But now, business leaders expect marketing to prove its value in a more concrete way: by predictably contributing to sales and revenue lift.” Companies are moving from an inside-out, product/solution-led approach to a pain-point-led, buyer-centric customer strategy.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

APRIL 9, 2020

It’s been more than a decade since we’ve seen such a radical change in the market – one that is driving every organization to reconsider its business strategy – including its go-to-market approach and sales motion. One of my favorite business books is “ Who Moved My Cheese ?” What does success look like for your business today?

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

ANNUITAS

AUGUST 21, 2023

Often in business the greatest challenge lies in problem definition — i.e., defining the problem you need to solve, instead of just attacking immediate problems. We see this challenge in the approach many organizations take to optimizing their go-to-market (GTM) programs. And yet — their go-to-market fails in execution.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

NOVEMBER 16, 2020

With experts in marketing and sales technology, strategy, data and analytics, web and engagement channels, content, and so much more, it’s no wonder we are able to do what we do so well. Expertise: Demand marketing strategy. She is very active in the demand technology community. Certifications (and more!):

Demand Generation Agencies 130

Demand Generation Agencies Paid Search Agency B2B Thought Leadership Advertising Agencies 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.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

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. Innovation Overview The newly-announced Einstein 1 platform and tools allow for a more seamless integration into the core Salesforce business Cloud.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

FEBRUARY 25, 2020

Applying personalization strategies to B2B marketing efforts is crucial to prove relevance to your customer, reduce conversation friction, encourage engagement, and create a sense of urgency for the buyer. Building buyer personas helps businesses deliver the right message to the right person as well as in the right medium.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

NOVEMBER 8, 2016

The machine has to have a solid strategy or blueprint. A sustainable strategy and process needs to be documented, otherwise, it is not truly a sustainable. The right technology, built to the processes you engineer, integrating with the other elements of your strategy, keeps everything moving along. Components.

Enterprise Management 212

Enterprise Management Demand Generation Deliverability Marketing & Strategy 212

ANNUITAS

APRIL 10, 2023

Go-to-market professionals will often map out the stages of their customer’s experience, creating strategies to help them progress onward through each stage. A core part of business growth is understanding your customer. What’s the Problem? Use data to understand customers on a deeper level.

Ideal Customer Profiles 130

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

ANNUITAS

DECEMBER 20, 2018

In this new world where 42% of buyers become “annoyed” by non-personalized content, adoption of account-based targeting strategies and innovative marketing technology solutions is growing rapidly in marketing organizations. What did success look like in 2018? What can we expect in 2019?

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

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). The exception, as the Fournaise Marketing Group puts it, is the performance of what they term to be “ROI Marketers.”

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

FEBRUARY 23, 2021

Deciding on Tactics is Not a Strategy. But here’s the reality: Campaigns are a tactic, not a strategy. Deciding on tactics is not a strategy and will not help you achieve growth goals. Instead, a successful demand marketing strategy should be focused on driving outcomes that support business expansion and customer lifecycle.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

OCTOBER 27, 2016

According to the report, “four out of five B2B marketers who implemented an ABM strategy said that they are still not seeing its effectiveness,” to which LaBarre comments that “… growing interest in ABM isn’t necessarily translating to successful implementation.” So what do those top 4% of Account-Based Marketers have in common?

Account Based Marketing 168

Account Based Marketing Marketing Management Planning ABM 168

ANNUITAS

JANUARY 30, 2024

With a strong Conversation Track Architecture in place, GTM teams can better automate revenue-growth across post-sale journey arcs – leading to more profitable lift and lifetime value per customer.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130