ANNUITAS

MAY 2, 2023

The company has been adding connectors to all the key data sources that feed a data-driven marketing initiative. The result is a far richer set of data around every prospect, lead, contact, account, etc. The company plans to expand this to multiple data services like Databricks, Azure, AWS, etc. in the near future.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

APRIL 9, 2020

It allows the athlete an opportunity to move in another direction with one foot, while keeping the other (the pivot foot) in contact with the floor in order to determine the best path forward. Dozens of companies are truly stepping up. In sports – a pivot is an essential move to stay in the game. with a focus on new revenue streams).

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

ANNUITAS

MARCH 17, 2023

Why You Need to be Thinking About Data-Driven Marketing Data-driven marketing helps drive growth for your company—but it can also serve a crucial purpose internally. Predicting future spend: Knowing which marketing initiatives led to success and which ones underperformed means companies can allocate budget strategically, accelerating growth.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

OCTOBER 11, 2023

It is our chance to engage with a wider base of companies – sharing our methodologies, our teams and our client network with more got-to-market leaders across marketing, sales and customer success functions. Contact us , and let’s talk about how we can support you through our new service. If this is at all salient to you.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

MARCH 10, 2023

Are you using it as a way to establish goodwill and strengthen your relationships with industry contacts? Why are you trying to establish you or your organization as a thought leader in your space? Are you looking to bolster your top-of-funnel to draw in new prospects? Provide genuine opinions on the subjects that people find helpful.

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

MARCH 19, 2020

And for many B2B companies, they are struggling to do so without live interactions, especially events. But these are targeted outreaches to contacts we know are qualified and primed to an appropriate level (i.e., Website [4.03%]. Nurture [2.65%]. this is not cold calling). .

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

SEPTEMBER 21, 2018

Tech companies are bought and sold every day. Sentiment from our contacts at Marketo is that everyone is thrilled with the news. It’s in the company’s genes — going back to apps to edit photos and publish newsletters back in the eighties and nineties. In fact, Marketo has been bought and sold a few times now.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

ANNUITAS

FEBRUARY 28, 2022

While companies learned to efficiently handle the data and implement systems, the concept has consistently slipped farther down into the Digital Marketing Trough of Disillusionment. It’s time for companies to learn how to build a customer-centric ABM experience instead of using ABM tools to just run more interruptive campaigns.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

JUNE 10, 2020

Here is a modern, functional definition for Demand Marketing: Demand Marketing is the discipline through which companies 1) orchestrate customer engagement and 2) provide lift to pipelines. It was driven by random acts of marketing, and the outcome of these collective activities was largely to identify names for sellers to contact.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

OCTOBER 7, 2020

What the two companies bring together helps to build a fuller featured platform around targeting, qualification, web personalization and intent. Weighting for high value contacts at an account can be used to normalize behavior that might not otherwise be as easily perceived as buying signals on their own.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

NOVEMBER 2, 2021

Every company will have different actions that indicate a lead is both inside-sales ready and sales-ready, but misalignment between teams is insidious. Inside salespeople are the first point of human contact for almost every prospect in your funnel. A team that cares about the success of the company is much more likely to perform well.

Top of Funnel 130

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

ANNUITAS

MAY 13, 2021

Consider the following critical capabilities for MAP in an enterprise environment: Can it manage non-linear customer journey and multi-faceted contact-level and account-based lead qualification? Does it offer a solid integration with Salesforce (or other, leading CRM), including a view into the lead, contact, account and opportunity objects?

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

DECEMBER 4, 2020

Live chat is a growing medium that many companies are turning to as a means to connect with prospects sooner and faster. But when thinking about implementing a chat tool, the thing companies are missing is how to incorporate live chat into an orchestrated customer journey. Companies want to drive sales, so they add chat.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JULY 2, 2020

As long as marketing and sales struggled to connect with buyers throughout the funnel, then the company would continue to miss growth goals. Bankers can no longer drop in on the finance departments of the largest companies in town. They can’t grab lunch with the CFO or meet new contacts at a tradeshow or event.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

MAY 24, 2016

Before you can establish correlations — i.e., before you can predict anything — you must build a base of ‘structured’ demand generation data, and ensure this data is tied to contact-level transactional data in a closed loop. Is it contact-level predictive or account-level predictive? Buyers buy, not companies.

Demand Generation 100

Demand Generation Demand Analytics Lead Ranking 100

ANNUITAS

JULY 16, 2015

I didn’t think it was going to be a sales call from the company I just downloaded an eBook from. Only if the buyer does these: Indicates they want a call via self-selection (filled out contact me form or sent an email to please call me). Big mistake. My reaction to the quickness of the call wasn’t awe – it was awful.

Buyer's Journey 100

Buyer's Journey Customer Satisfaction Buyer Intent Forrester 100

ANNUITAS

APRIL 20, 2020

While this may be the case for some companies right now, it won’t be for long. of company revenue in 2016 to 10.5% This isn’t a light lift as it involves making sure that the MAP, CMS, CRM, and analysis tool that your company uses are all configured in such a way that performance can be connected back to contact-level behaviors.

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. 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

SEPTEMBER 15, 2015

Not Enforcing an Opt-In Policy: Organizations that are new to marketing automation and email marketing in particular, often carry the belief that you should contact your prospects until they tell you not to. Getting slapped with a hefty fine (upwards of $10,000 per email!) Things couldn’t be better.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Demand Generation Agencies 100

ANNUITAS

APRIL 24, 2014

I got to thinking that it was similar to losing a big-name account, and the impact it can have on a company – especially an emerging growth company or a start-up. I emailed the following to Ardath: “We need to take a similar approach to picking the companies we are going to pursue.

Account Based Marketing 100

Account Based Marketing DemandBase Demand Generation Work Management 100

ANNUITAS

JANUARY 31, 2013

Gone are the days of buyers contacting companies directly to learn about a product or service. In fact, SiriusDecision recently reported that two-thirds of the buying process is completed before sales is ever contacted. . Content then fuels lead nurturing.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

APRIL 4, 2012

Depending on how your lead qualification process is developed, this contact (assuming it is) is somewhere between an inquiry and MQL which begs the question, just what is it? Here’s how we built this out for one of our clients: Response: A contact who takes any marketing action (inbound or response to outbound) and provides contact details.

Lead Ranking 100

Lead Ranking Top of Funnel Marketing Qualified Leads MQL 100

ANNUITAS

JULY 21, 2016

Out of this void came the idea for a new company delivering chef-prepared, dietician-approved, ready-to-eat meals. * Image via Pattyfarmer.com. I’ve also worked with many enterprise companies who want to bypass conducting proper research. In today’s digital world, a small company can “look” much larger than it is.

Startups 100

Startups Web 2.0 B2B Sales Sales Cycle 100

ANNUITAS

MARCH 11, 2013

Bounces (Hard and Soft). - Use caution with list append and acquisition companies. Yes it is good that they are not unsubscribing or bouncing; however, better to get them engaged by launching a “Wake Up” campaign or “Reengagement” program to nurture these contacts back into the fold. Complaints. The key is to force action.

Deliverability 100

Deliverability CAN-SPAM Privacy Acquisitions 100

ANNUITAS

APRIL 17, 2014

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. Is your company trying to gain market share or drive incremental revenue? Do you have the contact data you need? That is strategic.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

MARCH 4, 2014

It shouldn’t be surprising when a by-the-numbers deployment hits some bumps when applied to your company, because every company’s needs and buyers are unique. Technology is not the answer, it’s a tool that can be used to enable a successful program. In the wrong hands however, that tool is not worth the investment.

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ANNUITAS

OCTOBER 17, 2010

Gaffney: I think there has been a fundamental shift—from start-ups to large companies—where marketing is now expected to have an active role in the revenue generation process. The Annuitas Group: Based on the stats that are being pushed to the market, most companies are still struggling with lead generation. Gaffney: Absolutely.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

ANNUITAS

NOVEMBER 4, 2014

These links point to where the images are hosted and could be hosted outside of your company and ESP/MAP. For more information or email best practices or to have us review your deliverability, please contact us. Hosting the images internally could be a good thing, but if the server goes down, images won’t be shown in the email.

Email Marketing 100

Email Marketing Marketing Automation Services Deliverability Domain 100

ANNUITAS

MAY 7, 2015

Numerous studies have shown that today’s B2B buying process is somewhere between 50-70% complete before a buyer initiates contact with a vendor or sales rep from the vendor. modern buying process. So it is no wonder why sales is having challenges, they have yet to adapt to the new buyer-centric world.

B2B Sales 100

B2B Sales B2B Marketing Marketing Management B2B 100

ANNUITAS

NOVEMBER 3, 2016

of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey. By scoring engagements over time, a perpetual demand generation program can differentiate interest from a top-of-the-funnel researcher to a true hand-raiser who is actually ready to be contacted by Sales. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey. By scoring engagements over time, a perpetual demand generation program can differentiate interest from a top-of-the-funnel researcher to a true hand-raiser who is actually ready to be contacted by Sales. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey. By scoring engagements over time, a perpetual demand generation program can differentiate interest from a top-of-the-funnel researcher to a true hand-raiser who is actually ready to be contacted by Sales. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

FEBRUARY 4, 2014

The stats, guides and tips to effective lead nurturing abound in the B2B marketplace and yet with all of this information, still only a fraction of B2B companies are using or effective in the use of lead nurturing according to MarketingSherpa. This is why fewer than 4% of marketing generated leads are ever converted into sales.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

MAY 6, 2014

You probably already know by the volume of recruiters contacting you on LinkedIn that there is a shortage of talented marketing professionals. These winning companies continuously invest in their team’s skills (e.g., By the way, people are usually more engaged and loyal at these companies, because these companies invest in them.”

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 20, 2014

I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. For marketing leaders that want to make a profound impact to their companies’ revenue, data analysis should be made a top priority.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

JANUARY 8, 2015

How will you handle contacts that come into your Demand Generation program that do not fit your ideal buyer persona? In fact, one business unit in a company may have a completely different implementation than its sister company, so planning is crucial and make sure to set realistic expectations.

Marketing Automation Services 100

Marketing Automation Services Resource Management Marketing Automation Work Management 100

ANNUITAS

MARCH 19, 2013

If this is ringing true in your company, perhaps it’s time to take a step back and reassess how well you know your prospects and customers. In case you think your company or sales team knows the answer to this question, think again. Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100