ANNUITAS

NOVEMBER 14, 2022

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. . The world was shifting to digital-first so fast that traditionally sales-led companies struggled to keep up.

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 130

ANNUITAS

APRIL 10, 2023

In our Behind the Buzzwords content series, ANNUITAS breaks down the complex jargon you see trending in go-to-market thought-leadership and helps you cut through the noise to contextualize it for your organization. Ultimately, developing a customer journey is only helpful if you do it right. What does it mean? Ah, the customer journey.

Ideal Customer Profiles 130

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

ANNUITAS

APRIL 9, 2020

Here are four ideas to help jumpstart your pivot and help you thrive in this change. During acute marketing shifts like we’re facing now, it’s more important than ever to talk to customers and prospects to discover if their needs or buying process has changed. Has this increased or decreased the buying process lifecycle?

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

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. Helping them to get back to Growth and to scale it strategically. Your go-to-market works in theory, but you cannot operationalize it.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

NOVEMBER 29, 2023

The major flaws in the CMO role today include: – CMOs define their remit in terms of ‘owning’ all marketing functions: Perhaps what most derails a CMO is taking a functional, top-down view of his/her remit — i.e., viewing the CMO as the ‘head of all marketing functions’ at a company. What do we mean?

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

OCTOBER 28, 2010

As seen in the funnel produced by The Annuitas Group (see image at the end of this post), the Lead Planning Process should begin with marketing determining the amount of revenue that they are expected to generate. Once that number is determined (and agreed to by both marketing and sales), the rest of the planning process can continue.

Planning 100

Planning Process Lead Qualification Top of Funnel 100

ANNUITAS

NOVEMBER 15, 2021

Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases. Now more than ever, trust is important in the buying process as prospects continue to carefully consider purchases. There’s been one constant over the last year and a half: change. Ease of scale.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

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

JANUARY 20, 2023

In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. Does your company have a presence in the channels your potential customers are using? What does this word mean?

Top of Funnel 130

Top of Funnel Paid Social Agency Digital Marketing Funnels Advertising Mediums 130

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. We’ve all heard them, and most companies have their own version of the following acronyms: CHAMP, BANT , FAINT, ANUM.

Peer-to-peer 173

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

ANNUITAS

FEBRUARY 3, 2022

Yes, Millennials are well established as decision makers in B2B companies, and even if not the decision maker, research shows that others are highly likely to seek a Millennial’s input. Companies can’t seem to reach all audiences without alienating one group or another. This presents a challenge. What you find might be surprising.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

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. Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

OCTOBER 27, 2023

Salesforce’s longer-term vision, however, is strategic — with the company eyeing a model where AI powers a more seamless, multi-channel (and multi-persona), full journey orchestration of customer engagement. to help the customer along their journey. This is still a very new process today, and somewhat manual.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

SEPTEMBER 7, 2021

Seventy-six percent (76%) of buyers expect companies to understand their needs and expectations before ever getting on the phone. This data shows patterns and helps sales reps prioritize where to spend their time. But that’s rarely what happens. There are two areas that need to be addressed in your CRM. Who Owns What?

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

SEPTEMBER 7, 2021

Seventy-six percent (76%) of buyers expect companies to understand their needs and expectations before ever getting on the phone. This data shows patterns and helps sales reps prioritize where to spend their time. But that’s rarely what happens. There are two areas that need to be addressed in your CRM. Who Owns What?

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

MARCH 21, 2023

And the company noted that it is seeing strong uptake for the feature set: with more than. The webinar integration also allows users to automate the follow-up process to keep teams engaged with attendees in a consistent manner, to help accelerate pipeline. conversations to date.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 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

SEPTEMBER 28, 2022

Accenture : “It’s common to see deeper silos from well-established companies that have existed for a long time … more defined boundaries of where marketing activities end, and sales activities begin.”. This is the process through which B2B pain points are understood and matched to solutions. Conversation Track Architecture- Benefits.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

APRIL 29, 2021

You’re blasting out emails and cold calls and excusing it as ‘campaigning’ This tactical demand approach is the basis of how most companies go to market today — an approach that leads to random acts and that represents the central disconnect between go-to-market strategy and execution.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

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. We see three marketplace shifts that will help course-correct AI in go-to-market: The emergence of ‘strategic guardrails’ to guide AI in go-to-market AI isn’t automatic. What do we mean?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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. It’s about looking at performance information to see what’s working and what isn’t—then learning from the results to adjust your approach. Some of these risks include: 1.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

MAY 13, 2021

But in an enterprise environment, MAP is literally a keystone element – underpinning Enterprise Demand Process and enabling marketing and sales systems (and their data) to successfully operationalize go-to-market around customer journey. ADOPTING ENTERPRISE DEMAND PROCESS. Successful Demand Process deployments typically drive 3.4X

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

NOVEMBER 2, 2021

You need to know things like: at what point in the lead qualification process does inside sales reach out? Every company will have different actions that indicate a lead is both inside-sales ready and sales-ready, but misalignment between teams is insidious. There are three steps to help these teams get on board. Build Buy-In.

Top of Funnel 130

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

ANNUITAS

AUGUST 19, 2022

Companies generate tremendous waste by having sales, marketing and customer service teams that are not only not coordinated, but that are at odds in their objectives and programs. Public companies with revenue ops also had 71% higher stock performance.” This work helps with both customer acquisition and long-term retention.”

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

MARCH 19, 2020

And for many B2B companies, they are struggling to do so without live interactions, especially events. Especially for ‘high-context’ industries, such as healthcare and financial services, where peer-to-peer interactions and references are key parts of the buying process. Show respect and ‘help’ buyers find what they are looking for.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

JULY 16, 2020

Marketing investments are optimized to produce the most lift, technology is fully leveraged to enable the whole process, and your Inside Sales team is a strategic bridge between sales and marketing. Mutually agreed upon definitions are the building blocks of this process. What could go wrong? How is a sales-ready lead defined?

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 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. Managing go-to-market processes, technology systems and data. Orchestrating customer engagement” includes: Educating along the buyer journey.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

OCTOBER 15, 2020

These metrics disregard whether or not you’re reaching the right people at the right time in their buying process and they give you no actionable data to inform strategy adjustments. . Start this process by reading: Is Your Martech Stack Orchestrating Engagement, Or Just Blasting Outbound Emails? Brand Awareness. Likes and Shares.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

FEBRUARY 25, 2020

In fact, not only do they expect it, but some require it to move forward in the buying process. A Salesforce report highlights that 72% of B2B customers expect personalized experiences, but only 27% of them believed that companies overall meet their standards of the experience. So what does this information tell us?

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

MAY 2, 2023

I wanted to get an understanding of their vision and see how the overall portfolio was aligning with its go-to-market tool set to help support a Converged Growth model for enterprise users. The company has been adding connectors to all the key data sources that feed a data-driven marketing initiative. in the near future.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

OCTOBER 31, 2023

On the other hand, we see AI tackling meatier elements, but in a way that creates more uncertainty and volatility in GTM processes and systems — and often compliance risks — rather than really improving productivity. ” It also requires tight integration between Demand Process layers.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

JANUARY 21, 2020

Ask these sellers to target specific companies with outbound emails as your account-based approach. The core of this shift is moving from an inside-out, product/solution-led approach to a buyer-centric customer strategy — a critical move for an increasing number of companies. Pay for leads and or buy lists. What are your next steps?

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

DECEMBER 14, 2022

He added the final details to his presentation, outlining the demand process model, benchmarking and the quantitative modeling showing the ROI and ramp plan for the new GTM strategy. B2B companies face increasing challenges as resignations rise and buyer preferences shift”. He mapped out the entire vision. would never forget. “U.S.

Marketing Analytics Tools 130

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

ANNUITAS

OCTOBER 7, 2020

What the two companies bring together helps to build a fuller featured platform around targeting, qualification, web personalization and intent. Integrating demand processes to include people, process, content and technology. But it’s still a platform, and as such, is in need of a broader demand strategy.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

MAY 13, 2020

A Nielsen blog post notes : Marketers in every industry have one common goal: Prove that marketing efforts help drive more revenue… . For most companies, marketing attribution is a continual process of chasing credit for leads and proving the worth of marketing altogether. What do we mean by lift? Incrementality.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

MARCH 4, 2020

Matt Bilotti with Drift captures this POV in a great post : Over the last few years, Growth Marketing has helped re-define the goal of marketing. Too often Growth Marketers are focused on “… unconventional tactics used by companies to achieve explosive growth in a short amount of time. …. People often perceive it as a one-stop shop.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

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. That’s called spam – and it harms Customer Experience more than it helps.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147