ANNUITAS

MARCH 10, 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. Are you using it as a way to establish goodwill and strengthen your relationships with industry contacts?

Thought Leadership 147

Thought Leadership Top of Funnel Trust Marketing Advertising Funnels 147

ANNUITAS

MARCH 19, 2020

Replacing this Engagement Channel will be tricky, but ANNUITAS has several recommendations based on our demand marketing experience – and a review of our aggregated client data across multiple programs – that can help fill the gap. Show respect and ‘help’ buyers find what they are looking for. Focus on Insight.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

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. By collecting information through profiling questions, you can gather more than just basic contact information. Some of these risks include: 1.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. This is how you contact leads at the right point in their journey. Holding space for these conversations—and documenting the results—means that you’re more likely to only contact a lead when they’re ready to talk.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

MAY 28, 2020

Previously these subject matter experts were probably lined up to speak at and attend events, but reallocating those resources to create blog content is a great way to keep these experts engaged and can help fill the top-of-funnel gap left by event cancellations. this is not cold calling ). Recommendation 3: Re-Examine Email Deliverability .

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

FEBRUARY 28, 2022

Then, deliver content that helps them solve their unique problems. Help buyers along a self-education journey. ABM shouldn’t be about achieving your sales outcome, it should be about helping your accounts reach theirs. A great customer experience happens when your customers know where to go when they need help.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

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

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 result is a far richer set of data around every prospect, lead, contact, account, etc.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Marketing Automation Services 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

First, the questions asked during the chat should be aligned to important data points in the lead management framework that help better qualify that person. Not only does this help you quickly route leads, but it also helps prioritize who to follow up with first. Pre-client chats should be supported in two ways.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JUNE 10, 2020

It was driven by random acts of marketing, and the outcome of these collective activities was largely to identify names for sellers to contact. Effective Demand Marketing captures and helps to shape it by operating ‘outside-in.’

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

NOVEMBER 2, 2021

For more helpful information about this topic, read “ How to Align Sales and Marketing Teams.”. Inside salespeople are the first point of human contact for almost every prospect in your funnel. There are three steps to help these teams get on board. It will destroy conversion rates, skew reporting, and breed resentment.

Top of Funnel 130

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

ANNUITAS

APRIL 21, 2015

What really helps to increase conversation rates? Programs like Marketo’s Sales Insight or Oracle Eloqua’s Prospect Profiler can help sales people prioritize leads within their queue, but a more overt process of lead distinction can often help the sales organization prioritize and sort leads more effectively.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation Agencies 100

ANNUITAS

APRIL 20, 2020

It helps connect with customers in their buying process and it helps drive demand. Proving content ROI will help get those budgets back up. This metric alone won’t help your marketing. “Content is king” is a phrase that’s dominated the marketing world for years now, and for good reason. Content works.

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

SEPTEMBER 24, 2020

Scaling telehealth programs up alongside targeted, strategic demand marketing efforts can help bridge the revenue gap created by COVID-19. Focusing on digital channels will help healthcare marketers meet patients where they are. Likewise, patients are primarily doing the research to find their telehealth provider online.

Demand 113

Demand Top of Funnel Planning Digital Marketing Funnels 113

ANNUITAS

MARCH 11, 2013

Well, get ready to dive in because list hygiene is an essential piece of your overall email deliverability strategy that will help drive revenue. This helps draw a picture of overall success in targeting, subject lines and/ or content. List hygiene. I know, it’s a very sexy topic, right? Engagement includes: - Opens.

Deliverability 100

Deliverability CAN-SPAM Privacy Acquisitions 100

ANNUITAS

JULY 16, 2015

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). Buyers know what they want, they are looking to organizations to help them answer their questions and solve their challenges. Not every download indicates buying behavior!

Buyer's Journey 100

Buyer's Journey Customer Satisfaction Buyer Intent Forrester 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. . They’re looking for valuable information that will help them become more efficient and better at their jobs.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

SEPTEMBER 6, 2016

Know what drives the CMO (revenue, increase in customer lifetime value, new logos, and customer advocacy) and share how your ideas will help support these goals. Speak the language of your boss, use numbers, statistics, revenues or savings percentage to help quantify the value of the proposed change.

Buy 100

Buy Marketing Proposals CMO Organic Leads 100

ANNUITAS

APRIL 24, 2014

If you try to work with a publication to sponsor and email to their list, for example, they will be able to help you focus your mailing on director-level (or higher) IT contacts.

Account Based Marketing 100

Account Based Marketing DemandBase Demand Generation Work Management 100

ANNUITAS

AUGUST 9, 2016

In addition, a second pair of eyes (or a third, or a fourth, or…) is helpful.” These tools can help in analyzing, building and troubleshooting pages. Even housekeeping links such as the privacy policy and contact us should be reviewed. Litmus agrees, “First of all, always proofread your email yourself—numerous times.

Privacy Policies 100

Privacy Policies Marketing Automation Services Landing Pages Privacy 100

ANNUITAS

SEPTEMBER 3, 2020

In particular, helping sales team members improve their ability to engage right place, right time with prospects and customers. That’s called spam – and it harms Customer Experience more than it helps. Sales engagement software, such as SalesLoft, is only as good as the people, process and content it is meant to enable.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

FEBRUARY 11, 2016

Help you keep databases clean with increased speed with the new native contact washing machine app. Improve your speed to lead. Currently Program Builder processes 66 lead per minute, the new Program Canvas processes 6,000 lead per minute.

Eloqua 100

Eloqua Demand Generation Marketing Automation Services Lead Ranking 100

ANNUITAS

NOVEMBER 4, 2014

We know that images enhance our content and help convey a strong message visually. For more information or email best practices or to have us review your deliverability, please contact us. Most email marketers have heard the term “reputation” before and know the difference in Internet Protocol (IP) and domain reputation.

Email Marketing 100

Email Marketing Marketing Automation Services Deliverability Domain 100

ANNUITAS

APRIL 17, 2014

Do you have the contact data you need? Do you have the right people (both internally and externally) to help you execute your strategy? Take the time to build a process whereby contacts are engaged with buyer-driven content and nurtured until they are ready to speak with a sales rep. Do you have the technical tools you’ll need?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

SEPTEMBER 23, 2014

Checking these blacklists will help determine if there is an issue with the email campaign program, list, content, etc. Keeping an eye on the overall deliverability health for the email campaign will help IP and domain reputation stay high. Contact us for a free deliverability health check and to discuss additional service offerings.

Deliverability 100

Deliverability Domain Demand Generation Agencies Demand Generation 100

ANNUITAS

MARCH 4, 2014

According to the latest Demand Gen Report Buyer Behavior Survey , 46% of buyers make their short list of vendors before inviting contact with a vendor and 58% are spending more time researching vendors than last year.

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ANNUITAS

AUGUST 7, 2014

If your Buyer wants and needs the information that you are delivering, they are likely to Engage with it and ask for more (opt-in or provide additional contact information). The only way to gain new customers is by Engaging and Nurturing them with relevant content that helps them solve their problem.

Relevance 100

Relevance Content Buyer Personas Trade Show 100

ANNUITAS

JUNE 19, 2014

Take a look at some of the outstanding questions from the webinar about spam traps and the answers to help you take control of your deliverability challenges. Q: What are Spam Traps? A: Spam traps are real email addresses that are used to identify and track (test validity) of the emailers. Second, scrub your list regularly.

Deliverability 100

Deliverability Ideal Customer Profiles Opt-in CAN-SPAM 100

ANNUITAS

FEBRUARY 13, 2014

Consider the following statistics from the DemandGen Report 2013 Buyers Survey : As many as 41% of buyers said they waited longer to initiate contact with B2B vendors than they did a year ago. Only then should sales engage to help solve their prospects pain or address their needs.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

AUGUST 5, 2014

I read an article recently that discussed how content can “help push your prospects through the sales funnel.” Let’s take a look at today’s sophisticated buyer according to the Demand Gen Report 2014 B2B Buyer Survey: 41% of B2B buyers state they are waiting longer to initiate contact with vendors than in years past.

Top of Funnel 100

Top of Funnel Forrester Marketing Funnels B2B Sales 100

ANNUITAS

NOVEMBER 20, 2014

There are several consistencies across organizations that I see and if addressed, could help organizations add significant dollars to the bottom line. This can be remedied however, given the numerous tools that are available to help with analytics for marketers today. Lack of Data Governance.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

JULY 17, 2014

There are several consistencies across organizations that I see and if addressed, could help organizations add significant dollars to the bottom line. This can be remedied however, given the numerous tools that are available to help with analytics for marketers today. Lack of Data Governance.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

OCTOBER 17, 2010

Sales can really help this process at the front end of the demand generation process by identifying the characteristics of their top targets. Unfortunately, the majority is still trying to figure out how to build and manage a contact database and evolve from simple email marketing tactics to basic drip marketing and lead nurturing.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

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. It is expected this shortage will worsen as the demand increases for marketers spurred by global economic recovery.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Work Management Marketing Management 100

ANNUITAS

SEPTEMBER 21, 2010

Neither help you get more fresh leads into your database – which is critical because most contact info expires at the rate of 20-30% per year”. This statement got me thinking. Where should the focus be in an organization? Should it be on lead generation, or lead management?

Top of Funnel 100

Top of Funnel Gartner Forrester Lead Nurturing 100

ANNUITAS

JANUARY 8, 2015

Knowing your Demand Generation Strategy will help you to plan for the road ahead. How will you handle contacts that come into your Demand Generation program that do not fit your ideal buyer persona? What is your Demand Generation Strategy? Think about building a house…you want a solid foundation.

Marketing Automation Services 100

Marketing Automation Services Resource Management Marketing Automation Work Management 100