ANNUITAS

AUGUST 19, 2020

What’s overlooked when a company focuses too much on the micro experience is the orchestration of all the touchpoints that come before and after any interaction. How is every interaction orchestrated with the individual forming a relationship with our company? How can interactions between all parties be connected and orchestrated?

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

APRIL 19, 2022

On average, customers engage with nine different channels in their buying process before making a purchasing decision. But while customers have had massive changes in their engagement channel preferences, traditional marketing hasn’t kept up. Stop making decisions about which channels to invest in based on old data.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

FEBRUARY 3, 2022

All three groups have distinctly different levels of comfort around digital interactions and distinctly different preferences for how they want to progress through the buying process. They strongly believe that digital purchasing channels lead to more personalized solutions. This presents a challenge.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

JULY 20, 2021

and little to no evidence the target audience actively participates in the chosen engagement channel. According to a study published by Accenture Interactive , “CMOs … report that of all the individuals they reach with their marketing messages, fewer than 18% are actually in the market for the product or service on offer.”

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

AUGUST 8, 2023

We heard some great case studies from Michael Donohue (currently CMO at Lakeside Software) about building a perpetual Growth Engine, and from Asmita Singh, CMO at BARBRI Global, about constructing a multi-channel, full journey engagement model. Is it an individual role?

Multi-Channel 130

Multi-Channel CMO Marketing Management Case Study 130

ANNUITAS

MAY 2, 2023

Additionally, Interaction Studio allows for marketers to deliver personalized content and experiences and is able to deliver a seamless experience by combining touchpoints from various channels by creating unified profiles for traditional and ABM marketing.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

OCTOBER 15, 2020

And because you aren’t measuring the specific impact of engagement channels and content, you can’t be sure that the marketing campaign you’re going to execute will be successful or not. Instead of measuring clicks and opens, start thinking of email as one part of a healthy engagement channel mix. Brand Awareness.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

AUGUST 4, 2020

While all of this documentation describes how the customer interacts with the product or service, it fails to document how the customer buys, what content they consume as they conduct research, and what frictions your marketing and sales interactions need to overcome to better align with the customer’s pre-sale needs.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

NOVEMBER 30, 2022

When times are tough and the pipes get opened – Marketing tends to qualify a lead after one or two interactions, which results in sales calling leads that are not warm enough to seal the deal. If items 1 and 2 are high on your list this year, it sounds like your sales and marketing teams might be misaligned. . A Better Plan for 2023!

Planning 130

Planning Work Management Marketing Management High Quality Lead 130

ANNUITAS

MAY 28, 2020

Recommendation 1: Reallocate Engagement Channel Spend and Rebalance the Portfolio . You can read the full recommendation here , but to summarize, Scott recommended reallocating budget away from live events and into some of the highest performing channels. The past two months has proven that email deliverability is key.

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

JANUARY 19, 2022

Additionally, a majority of respondents are very comfortable spending $50k or more entirely through self-service channels. Today, up to 80% of B2B decision makers prefer remote human interactions (or digital self-service) instead of in-person interactions. It’s clear: Buyers want a self-service purchasing option.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 3, 2020

COVID-19 is changing how B2B buyers and sellers interact. ANNUITAS ran some benchmarking for a SaaS software client, analyzing the performance of all of their acquisition channels against Closed Won outcomes. This ensures interactions are substantive. And this company was a major proponent of sales cadences.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

MARCH 4, 2020

The ‘growth’ motion must be a complete orchestration of every sales and marketing interaction. Orchestrating buyer/customer interactions multi-channel: Too often Growth Marketers focus in on social and web channels. Success – and a shift to Strategic Demand – requires expanding Growth Marketing beyond marketing.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

MARCH 8, 2022

Instead, chat should drive revenue by acting as an interactive channel that you use to nurture your buyers through the funnel. It should be listening to questions and replying with helpful answers, routing leads to the appropriate next step with each interaction. Read more: Eight Questions to Ask to Understand Your Buyer.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

NOVEMBER 29, 2023

It defines their customer journey through the lens of the information requests, the stakeholder and engagement channel interactions and the buying phases. This same approach is powerful in rationalizing all elements of go-to-market programs, including content, engagement channels, funnel model and technology stack.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

MARCH 21, 2023

Interactive Webinars Drive Closed Loop Virtual Event Management and Measurement As virtual events remain a common element of go-to-market efforts in the post-pandemic economy, Adobe has made significant improvements to the integration between its Adobe Connect webinar tools and the core Adobe Engage product.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

MARCH 17, 2023

Using Data to Understand Your Buyer How can you identify your buyer, the issues they are trying to solve, and the channels they use to consume content? No meaningful personalization Learning as much as possible about your ideal customer through their demographics, interactions and purchase history helps you deliver better experiences.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

MAY 21, 2020

The Interactive Advertising Bureau , a conglomerate of 650 leading media and technology companies, defines attribution as: The process of identifying a set of user actions (“events”) across screens and touchpoints that contribute in some manner to a desired outcome and then assigning value to each of these events.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

FEBRUARY 28, 2022

Learn from previous content interactions and drive a two-way dialogue with the buyer. This step of the process is all about orchestrating the content touchpoints and the customer’s journey across all channels. It’s about knowing who to contact, where to get a question answered, and how to feel confident engaging across channels.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

DECEMBER 4, 2020

By that I mean, how does chat work with both your engagement channel strategy and Demand Process to strategically meet a prospect where he or she is in the funnel? Do you score chat interactions the same amount as if someone had filled out an accelerator? You can’t just plug live chat in, as tempting as that is. Optimizing.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MAY 13, 2021

Can it support the full complexity of an automated, multi-channel, perpetual demand marketing program? Achieving this requires operationalizing every element of go-to-market, across all sales and marketing interactions, around customer journey. billion in 2019. ADOPTING ENTERPRISE DEMAND PROCESS.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

MARCH 1, 2016

How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ? Elasticity looks at the probability that interacting with a given content offer or engagement channel will lead to a given outcome (e.g., closed revenue).

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

ANNUITAS

SEPTEMBER 7, 2021

As prospects engage with marketing materials, their interactions are collected and stored. Your marketing team has insight into the buyers’ journey, content consumption, engagement channels, data structures, and system limitations, so they should be responsible for making changes.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

SEPTEMBER 7, 2021

As prospects engage with marketing materials, their interactions are collected and stored. Your marketing team has insight into the buyers’ journey, content consumption, engagement channels, data structures, and system limitations, so they should be responsible for making changes.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

AUGUST 19, 2022

Nurturing Holistically – Cross-Channel, Cross-Team and Cross-Buying Stage. failure to orchestrate interactions across sales, marketing and customer service. .” Content Marketing Institute : 58% of “high-alignment” sales and marketing organizations use buyer personas to align sales and marketing. This results from a.)

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

FEBRUARY 16, 2023

This means capturing every interaction – along the multiple dimensions of channel, content, stage, and intent – and being able to pivot these interactions against key growth objectives, so that both DX and CX can be maximized.

Lead Ranking 130

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

ANNUITAS

JUNE 10, 2020

It is a strategic component of a company’s overall go-to-market motion — complementary to and collaborative with a company’s sales and channel organization(s). Coordinating points of interaction – online and offline. Orchestrating customer engagement” includes: Educating along the buyer journey.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 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. Providers (and practitioners!)

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 9, 2021

The key is to orchestrate interactions – both online and offline – around the entire customer journey to increase the likelihood of being in the right place, at the right time, with the right information. Today’s demand marketers should always give customers what they want, when they want, through the channels they prefer.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

OCTOBER 7, 2020

Think about gamification’s impact on some better web or interactive experiences you might have experienced recently. High value contacts can be engaged with via higher cost channels, if the strategy warrants it. No one channel is the answer, however, as buyers have non-linear, multi-channel approaches to their process.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

FEBRUARY 3, 2020

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. With the competition in the market and the increase in personalization, knowing your buyer is more important than ever.

Peer-to-peer 173

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

ANNUITAS

SEPTEMBER 28, 2022

These teams achieve this – on both a digital and live basis – by matching the right information, via the right channel, with the right audience – with sufficient feedback loops – to tune and deliver subsequent information interactions. This is the process through which B2B pain points are understood and matched to solutions.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

NOVEMBER 18, 2020

The alternative is digital interactions that relay no knowledge of our buyers and/or their needs. We have the ability to see via data when someone is interacting and when they’re not. After all, what is the alternative? This does both sides a dis-service. You’ll now want to make sure you’re using this to improve the user experience.

Ethics 130

Ethics Personalization B2B Opt-out 130

ANNUITAS

DECEMBER 20, 2018

According to Gartner, personalization engines “apply context about individual users and their circumstances to select, tailor and delivery messaging such as content, offers and other interactions through digital channels in support of three use cases – marketing, digital commerce and customer experience.”

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

ANNUITAS

JULY 21, 2022

The interphase is the multi-channel Nurturing that it takes to move from Engagement to Conversion – moving at the customer’s pace.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

NOVEMBER 1, 2016

Not everyone interacts with customers every day, and even those who do may not be able to distill essential elements into something usable. Would someone three layers removed from you know what decisions to make on content or channels based on your personas? Too Much Information (TMI)-. Personas should guide action.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

Not everyone interacts with customers every day, and even those who do may not be able to distill essential elements into something usable. Would someone three layers removed from you know what decisions to make on content or channels based on your personas? Too Much Information (TMI)-. Personas should guide action.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100