ANNUITAS

APRIL 26, 2011

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. So what are these myths?

Lead Management 100

Lead Management Work Management Marketing Management Lead Scoring 100

ANNUITAS

MAY 27, 2014

Do you know what a salesperson looks at first when they look at a batch of leads that has been delivered to them from marketing? When added together, these factors should add up to a minimum requirement for that lead to be passed over to sales. That’s the first thing they look at … the company a lead is coming from.

Demand Generation 100

Demand Generation Lead Scoring Lead Ranking Enterprise Management 100

ANNUITAS

DECEMBER 11, 2014

In working with many clients and speaking with marketing decision makers, here are some of the most important areas I believe CMOs need to show stronger leadership in: Leading Change in Their Organizations. CMOs need to lead their teams and ensure they are appropriating the right amount of budget to skills development and education.

CMO 100

CMO Peer-to-peer Lead Scoring Lead Ranking 100

ANNUITAS

FEBRUARY 7, 2023

What type of improvement can a company expect from investing in go-to-market transformation? After implementing a transformation program, ANNUITAS’ clients see a 4–10x improvement in lead-to-revenue conversion. Over the longer term, the average ANNUITAS client sees lead-to-revenue conversion rates reach 1.68% or higher.

Lead Ranking 130

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

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. Increased opportunity/lead cost efficiency. When utilized correctly, they have a huge impact on qualifying and converting leads, resulting in a lower opportunity cost. ? Ease of scale.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

DECEMBER 13, 2011

Demand generation and lead management are two terms that companies should be fairly familiar with, but it turns out there is quite a bit of confusion around the two. View Part One of the Whiteboard Session Now.

Marketing Management 100

Marketing Management Demand Generation Lead Management Marketing Automation Services 100

ANNUITAS

AUGUST 11, 2011

While marketing automation continues to grow, companies are still looking to get the value from their investments and show their impact on revenue. One of the key components to improving the value and contributing to revenue is the development of an end-to-end lead management process. How marketing automation enables lead management.

Lead Management 100

Lead Management Webinar Metrics Marketing Automation Automation 100

ANNUITAS

NOVEMBER 10, 2010

Steve is a thought leader in the world of marketing automation and lead management and is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. To dig into this a bit further, it’s first worth exploring what we mean by a marketing qualified lead.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 100

ANNUITAS

JANUARY 21, 2020

Moreover, does your approach to building demand equate to some combination of the following: Hire more sellers (or “lead development reps” or “demand generation reps”) and ask them to make more outbound calls. Ask these sellers to target specific companies with outbound emails as your account-based approach. The numbers don’t lie.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

MARCH 8, 2022

And while a majority of companies see the value of chat ( a recent report by Drift found that 74% of its survey respondents were planning to add a chat solution to their marketing strategy) unfortunately, most companies aren’t maximizing their investment. But most companies are using chat in only one of those roles.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

DECEMBER 11, 2023

Wordstream’s annual Google Ads benchmarks study for 2023 reported that average paid search conversion rates went down 10% and cost per lead increased 20%, year-over-year. 2 – This also speaks to the need to get more serious about offline engagement channels – perhaps leading to a unique ‘arbitrage moment’ for field marketing in 2024.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 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. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

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. Sales is wasting time looking for demographic data that will “pre-qualify” leads while ignoring the personalized information that the marketing team is already collecting (or has the potential to collect).

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

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

NOVEMBER 14, 2022

The world was shifting to digital-first so fast that traditionally sales-led companies struggled to keep up. In fact, according to a McKinsey study of 899 companies, the global average amount of digital customer interactions jumped from 36% to 58% from December 2019 to July 2020. McKinsey ). What’s the Problem?

Digital Transformation 130

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

ANNUITAS

NOVEMBER 2, 2021

If inside sales doesn’t know how to work marketing leads, is frequently asked to do things that aren’t part of their normal responsibilities, or is incentivized to simply pass leads along, you’ll never achieve efficiencies of scale and the teams can’t be maximized. What is a marketing qualified lead called and what does it signify?

Top of Funnel 130

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

ANNUITAS

MARCH 21, 2023

And the company noted that it is seeing strong uptake for the feature set: with more than. As the use cases for chat expands to non-lead generation and to more nurture-based, being able to notify a wider swath of individuals that a pertinent chat is happening is a smart addition. conversations to date.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

MARCH 4, 2020

Too often Growth Marketing in practice is just an evolution of a tactical lead generation mindset – where the ‘value’ seems to get lost in translation. Too often Growth Marketers are focused on “… unconventional tactics used by companies to achieve explosive growth in a short amount of time. …. And growth is more important than ever.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

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

AUGUST 21, 2023

All too often, this leads to organizations engaging in random acts of sales and marketing — in an attempt to shore up tactical gaps and with an insufficient perspective on customer critical path — instead of building sustainable go-to-market programs. There are many reasons for this, and many opportunities to improve go-to-market.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

AUGUST 24, 2021

People are the key to success (or failure) and so finding the right person to lead demand-side change is the key to successful transformation. Each of these traits will impact a person’s ability to lead both their peers and their leadership team to the finish line. Lead by example. These traits are: Personality. Accountability.

Peer-to-peer 130

Peer-to-peer Advertising Agencies Paid Search Agency 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

MAY 28, 2020

He and another colleague, Lee Anne Wimberly, have been leading the effort to uncover the real world results of these recommended demand marketing strategy shifts during the COVID-19 crisis. . One of those most interesting finds we uncovered during this research period was that companies are underutilizing paid search right now.

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

AUGUST 30, 2018

These business leaders had legitimate concerns about the performance of their Demand Generation efforts, which often manifested in a number of ways: sales leaders needing to add headcount to “fill in the gaps” around lead generation shortcomings, or a distrust driven by a disconnect between marketing and sales when it comes to performance reporting.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

AUGUST 27, 2020

A Progressive Profiling Model should guide data intake sequencing in your lead management by asking for small bits of information from a buyer in digestible increments. The information you collect should be the information that marketing and sales need to be able to qualify a lead. Are the stakeholders engaged?

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

OCTOBER 11, 2023

ANNUITAS clients with fully mature go-to-market programs typically see an improvement in end-to-end lead-to-revenue results that is 4-10x industry benchmarks. With this new ANNUITAS GTM Advisory Service , we are building upon our vast knowledge and expertise to become the leading go-to-market analyst firm.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

APRIL 10, 2023

In short, when companies treat their sales model as a linear journey, they fail to consider their customers’ engagement with the company over a lifetime. How do you have personalized conversations that align to the seemingly numerous customer journeys, at-scale ? What about what comes after?

Ideal Customer Profiles 130

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

ANNUITAS

JULY 20, 2021

For most companies, the challenge of regularly delivering enough leads and opportunities to hit growth targets has historically meant building a strategy around producing high volume, low quality marketing and sales campaigns. But those campaigns are neither scalable nor efficient. In essence, success depends on guessing correctly.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

FEBRUARY 3, 2022

Three main cohorts are leading businesses right now – Baby Boomers, Generation X, and Millennials. 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. This presents a challenge.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

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. Field marketing, lead generation, demand generation, and lead management are all precursors (and components) of modern Demand Marketing.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

AUGUST 19, 2020

Putting the customer at the center of everything has been the cornerstone for successful growth strategies for decades, so nearly 10 years ago, a group of tech companies built a formulaic approach to growth that centered around the customer experience and called it “ growth marketing ”. Reward : Education and direction on where to start.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

MARCH 1, 2023

As companies look to embody a Converged Growth mindset , a CGO is needed to lead the charge from both a strategic and “day to day” perspective. We have been making quite a bit of noise about how important it is for enterprises to name a Chief Growth Officer (CGO). You can download a handy PDF version of this position description here.

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 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. An outside-in approach leads with customer pain points and follows their journey to ensure we connect right place, right time.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 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

JANUARY 20, 2023

Omnichannel marketing, the way a lot of companies handle it, might as well be called the “throwing spaghetti” approach. Does your company have a presence in the channels your potential customers are using? Meet your prospects where they’re at — the ones who are the right fit for your company will be sure to reward you.

Top of Funnel 130

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

ANNUITAS

MAY 13, 2020

Strictly defined, it’s the lift that marketing and advertising provide above native demand—the increase in leads, sales and other key performance indicators (KPIs) gained that would not have occurred without marketing efforts. Lead-to-revenue stewardship. A frequent question is where the company name ANNUITAS comes from.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

FEBRUARY 16, 2023

Measuring Holistic Growth vs. “Leads + Opportunities” We distinctly call this new role a CGO and NOT a CMO for specific reasons. Best in class companies see net dollar retention rates of up to 120%, meaning that for every dollar they took in from a customer last year, they expand relationships by an average of 20%.

Lead Ranking 130

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