ANNUITAS

JULY 20, 2021

There’s no consideration of where a prospect might be in the buying process (is she ready to buy or just starting her research?) The truth is that you can never create enough content to address the infinite iterations of personas and their buying stages. Addressing the different needs of different personas by buying stage.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

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. Pay for leads and or buy lists.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

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

SEPTEMBER 7, 2021

The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. So how do you use this information to inform productive conversations? Then, the prospect will respond by progressively answering qualifying questions as appropriate throughout the buying journey. There are two steps.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

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

MAY 21, 2020

Optimizing investment to capitalize on predictive indicators of future buying intent [Operational Model]. If the Person on the campaign is even on the buying committee. This philosophy fails to consider: The substantivity of the interaction. If the interaction was what created the Qualified Lead or Opportunity.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

SEPTEMBER 7, 2021

The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. So how do you use this information to inform productive conversations? Then, the prospect will respond by progressively answering qualifying questions as appropriate throughout the buying journey. There are two steps.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

JUNE 10, 2020

The connective tissue that brings together these activities is the customer buying journey as an organizing principle. Strategic Demand Marketing thus seeks to operationalize engagement, nurture and conversion of customers through this buying journey. More businesses will shift to a customer-led growth mindset in 2020.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

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. Today’s average buying group consists of six to 10 decision makers. Then, with data in hand, you can create content that is relevant for all prospects at all stages of the buying process.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

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

NOVEMBER 29, 2023

This issue is particularly acute with ‘founding CEOs,’ who often have been so product development focused and who have had little exposure to or experience with customer journey or integrated go-to-market. We would argue it is in driving go-to-market strategy and execution – the critical ‘glue’ necessary to drive repeatable growth.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

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

MARCH 21, 2023

As nearly everyone seems to be talking generative AI, this is not surprising but an addition that adds significant value in terms of potential productivity gains. Conclusions The former Marketo product line continues to be a solid player in the industry across multiple market segments, even after the Adobe rebrand.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

FEBRUARY 28, 2022

They should instead focus on informing the customer journey and connecting with prospects while simultaneously learning more about an organization’s readiness-to-buy. Nearly the same percentage say the experience a company provides is just as important as the products or services it provides. How ABM Can Improve Customer Experience.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

JULY 29, 2020

Demand marketing is about cultivating and educating prospects who are engaged, who are in an active buying process, and who are at the right place and time to talk to your sellers about their needs. Strategic demand marketing is about driving buyer dialogue based on the customer’s place in his/her buying journey.

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

ANNUITAS

AUGUST 12, 2020

The basis is the customer’s buying process, specifically the sequence of information requests that drive this journey. Essentially, our lead qualification process should focus less on demographics and firmographics, and instead prioritize building sustained buyer engagement and understanding where the buyer is in the buying process. .

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

AUGUST 19, 2022

Nurturing Holistically – Cross-Channel, Cross-Team and Cross-Buying Stage. lack of awareness of a customer’s buying stage and needs and b.) Blending the expertise of marketing, sales, product development and finance, the Chief Growth Officer helps businesses achieve their strategic objectives. This results from a.)

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

AUGUST 27, 2020

While the specific data that answers these questions differ based on company, industry, and products being sold, there are three phases of information that need to be considered. Firmographic data allows you to identify the potential fit of this organization for your product/service. Are the stakeholders engaged?

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

NOVEMBER 2, 2021

Doing so will lead to more productive conversations which will, in turn, provide higher quality leads to sales. Build Buy-In. Instead of treating these teams as salespeople-in-training, understand and respect the role inside sales plays in your overall strategy, and then work to create buy-in.

Top of Funnel 130

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

ANNUITAS

FEBRUARY 3, 2020

What’s caused you to be in the market for this product/solution? Our objective is to get a complete picture of the buyer, rather than a narrow view of what’s led them to a specific product or solution. What are the trigger events that put you into an active buying process? What’s the most difficult aspect of your job?

Peer-to-peer 173

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

ANNUITAS

MAY 13, 2020

There is no question that marketing plays an important role in the areas of product and brand, which often have ‘soft’ vanity metrics used to assess program impact. A critical role of effective demand marketing is engaging with customers earlier in the buying process – well before they’re ‘hand-raising.’ Not sure what these look like?

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

OCTOBER 25, 2016

ANNUITAS: With the change in the way B2B Buyers buy today, what impact has this had on sales teams? TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. This buying behavior is devastating for salespeople who are stuck selling products and simply presenting information.

Consulting 153

Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

JULY 21, 2022

“Unlike traditional silos, mapped to internal processes, [this model] is built back from a careful mapping of customers’ buying journeys across a range of predictable ‘jobs to be done’ …,” comments a recent HBR article. What do we mean by Converged Growth?

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

JANUARY 25, 2022

Research shows that the buying process involves many more people than it did just 10 years ago. Buying committees are anywhere from two to four times larger than they were in 2011. In this article, we explain how to serve everyone on the buying committee throughout the entire buying journey.

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130

ANNUITAS

DECEMBER 11, 2023

The key is to transcend the ‘tactical’ use cases — the opportunities with strong potential for us to get caught up in random acts with short-term productivity gains (or with the potential to take us down a ‘rabbit hole’) — and instead focus on how AI can change our go-to-market game in a repeatable and sustainable way.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

AUGUST 18, 2015

Taking a product-centric approach, failing to conduct due diligence via deep buyer research, and planning in departmental silos can all derail the success of a program. Product-centric planning-. This may seem obvious, but separating yourself from the product you spend every day marketing can be the most difficult part of the process.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

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. This balance between the account and the individual is critical because people are still buying our products.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

SEPTEMBER 20, 2016

No matter the question, the answer is always the same — XYZ product. *Image via livingoutli.org. It’s just not that simple to buy most B2B solutions. To think one asset could answer all of the questions that need answering when buying today’s complex solutions is unrealistic.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

ANNUITAS

FEBRUARY 23, 2021

There is no magic product that will suddenly make all of your marketing and sales challenges solvable. Instead of buying more products, focus on how your tools can help you Engage, Nurture, and Convert your buyers to create an orchestrated buyer journey. It Will Require Change.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

SEPTEMBER 25, 2014

There are very few circumstances where the key buying drivers of personas differ across verticals. We spoke about the challenges that we both faced, and even though he was in a different business, selling product in a completely different industry, about 90% of my focus, challenges and goals were very similar to his. Buying Committees.

Verticals 100

Verticals Marketing Strategy Marketing & Strategy Paid Search Agency 100

ANNUITAS

OCTOBER 25, 2016

ANNUITAS: With the change in the way B2B Buyers buy today, what impact has this had on sales teams? TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. This buying behavior is devastating for salespeople who are stuck selling products and simply presenting information.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

OCTOBER 25, 2016

ANNUITAS: With the change in the way B2B Buyers buy today, what impact has this had on sales teams? TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. This buying behavior is devastating for salespeople who are stuck selling products and simply presenting information.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

JUNE 25, 2020

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. Buyer feedback on our product was overwhelmingly positive. Motivation and productivity have been really high. However, the rewards are big.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

FEBRUARY 7, 2023

Pull in customer success and product teams (and even technical support if applicable). How is data shared between sales, marketing, customer success and product? Focus on customer outcomes , not just data. When you build truly cross-functional teams, many data points don’t tell the full story. Consider naming a Chief Growth Officer.

Lead Ranking 130

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

ANNUITAS

JULY 14, 2015

43% stated there is an increase in the number of people who are part of the buying committee with 48% saying there are 1-3 people involved and 35% stating there are 4-6. When comparing these responses to the studies of 2013 and 2014, it is clear that B2B buying patterns are growing in sophistication and complexity. Strategy Is a Must.

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

MAY 26, 2016

Much is written about how the role of the B2B marketers changed over the years due to the shift in the buying process. Simply creating work to keep inside sales people busy is not only productivity problem, it is a sign that your demand generation engine is broken. They Measure The Wrong Things. Call volume doesn’t matter.

B2B Sales 113

B2B Sales Demand Generation Agencies B2B Work Management 113

ANNUITAS

OCTOBER 8, 2015

However, there is a fundamental problem to this campaign or tactical approach – buyers do not stop buying just because the campaign has ended and they certainly do not pause their buying process while vendors plan to launch their next campaigns. Strategic demand generation also seeks to educate buyers.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100