ANNUITAS

JANUARY 19, 2022

You must both provide journeys of self-education and understand what “ready to talk” means to your customers. Provide Journeys of Self-Education. For more on this, read our guide to operationalizing go-to-market strategy around the customer journey. Look for things like: Which content pieces has the lead engaged with?

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

JULY 7, 2016

When I explain that I’m a Demand Generation Strategy Consultant the confusion and lack of understanding is further magnified. We do this using buyer research, technology, content, data and lead management best practices. There are four roles that Demand Generation Strategy Consultants play: Researcher-. or “consulting for whom?”

Demand Generation 100

Demand Generation Consulting Demand Generation 100

ANNUITAS

JANUARY 31, 2023

We have built out our engagement and content matrices with an “end-to-end” customer journey concept in mind. I look forward to bringing these experiences and successes to my role at ANNUITAS, and I look forward to collaborating with ANNUITAS strategy teams to scale this approach to a growing group of the (soon-to-be) ‘converted’!

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 2, 2016

One month into 2016 and I hate kick the year off on a negative note, but there are some mistakes we consistently see from B2Bs as they attempt to execute on their content strategy. Creating too much content: Carlos Hidalgo just wrote about this issue on these very pages.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

ANNUITAS

APRIL 9, 2015

Conversion rate is the crucial metric that ties leads to dollars, and can be the most critical indicator of the health of your entire Demand Generation Strategy. Lead quality, sales processes, content efficacy, and organizational culture all play their part, and it is likely that there is room for improvement across the board.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation 100

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. Seventy-one percent of CMOs said they lack the budget to fully execute their strategy in 2023,” reports Gartner in a survey of more than 400 CMOs and marketing leaders.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

APRIL 29, 2021

Go-to-market strategies have an Achilles heel. You have a coherent account-based strategy. You (may have even) evolved your content to better support that journey. You are still failing to connect your prospective customers with the right content, in the right channel at the right time.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

AUGUST 27, 2015

With Content Marketing World just weeks away, my mind has been on the number of organizations that have increased their marketing spend on the creation of new content. of organizations have indicated that they are spending more on content development than they did in 2014. What’s happening?

Top of Funnel 100

Top of Funnel Relevance Lead Ranking Lead Scoring 100

ANNUITAS

JANUARY 6, 2015

Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. Don’t Treat All Content The Same-. Not all Demand Generation content is created as equal.

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

JULY 24, 2014

Back in January, I participated as a panelist in a webinar from the Content Marketing Institute, 2014 Content Marketing Trends (access their archive to find and download a transcript here ) also featuring Robert Rose, Chief Strategist for the Content Marketing Institute and Mark Bornstein, Sr.

Content Marketing 100

Content Marketing Planning Enterprise Management B2B Thought Leadership 100

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 reality is that technology is not the strategy. Sometimes, they make sense.

Digital Transformation 130

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

ANNUITAS

OCTOBER 25, 2016

TM: I’m the Head of Marketing and Strategy for DSG. We work with B2B companies to enable their sales teams, particularly when the strategy or sales message is changing. TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. The felt impact of this reality is: longer sales cycles.

Consulting 153

Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

FEBRUARY 28, 2022

ABM strategies shouldn’t be about trying to target “an account”. Then, deliver content that helps them solve their unique problems. Help buyers along a self-education journey. Learn from previous content interactions and drive a two-way dialogue with the buyer. Provide content that’s relevant to continue the conversation.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

AUGUST 12, 2014

In gearing up for one of the best conferences around, Content Marketing World in September,we are running again one of our favorite interviews, originally posted in February2014. Q: What does the Chief Strategist for THE content marketing resource do on a daily basis? How to show progress with Content Marketing.

Demand Generation Agencies 100

Demand Generation Agencies Enterprise Management Content Storytelling 100

ANNUITAS

SEPTEMBER 3, 2020

But SalesLoft is just that – a technology platform – not a strategy, not a solution. Sales engagement software, such as SalesLoft, is only as good as the people, process and content it is meant to enable. And it comes down to their strategy, execution and accountability, not to their technology choices. It doesn’t.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JUNE 10, 2020

Orchestrating customer engagement” includes: Educating along the buyer journey. The activities that comprise Demand Marketing are inherently inter-disciplinary – encompassing elements of people, process, content, technology and data. By placing customers at the core of their marketing strategies …” notes a post on The Drum.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

FEBRUARY 11, 2014

I had the good fortune to be able to ask Robert Rose , Chief Strategist for the Content Marketing Institute a few questions about life as a content marketing guru, challenges for content marketers and ways we can all become a little better at producing content and marketing it. How to show progress with Content Marketing.

Enterprise Management 100

Enterprise Management Content Storytelling Paid Search Agency 100

ANNUITAS

OCTOBER 25, 2016

TM: I’m the Head of Marketing and Strategy for DSG. We work with B2B companies to enable their sales teams, particularly when the strategy or sales message is changing. TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. The felt impact of this reality is: longer sales cycles.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

OCTOBER 25, 2016

TM: I’m the Head of Marketing and Strategy for DSG. We work with B2B companies to enable their sales teams, particularly when the strategy or sales message is changing. TM: It’s now common knowledge that buyers are more educated and buying processes are more complex. The felt impact of this reality is: longer sales cycles.

Consulting 100

Consulting B2B Sales Demand Generation Work Management 100

ANNUITAS

APRIL 14, 2015

What he did for me was pay for a one-month pass to a local educational program, wherein I could take all the classes I wanted for four weeks. By it’s very nature, user conferences like this have tracks dedicated to education and professional development. Author: Jason Stewart @jstewart_1 is Vice President, Strategy, ANNUITAS.

Marketo 100

Marketo Class Training Budget Programs 100

ANNUITAS

AUGUST 27, 2020

Progressive Profiling Should Be The Foundation for Your Form Strategy. Each time you offer a new piece of content, the buyer offers back a new piece of information. You can begin to sort every lead into the right Conversation Track so that he or she will receive the most relevant content available.

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

JULY 21, 2022

” In my last piece, I also outlined a new strategy tack. Converged Growth strategy encompasses the end-to-end customer journey – setting the stage to determine the proportion of investment and programs requisite at key customer lifecycle stages to maximize overall customer lifetime value. It is not an incremental adjustment.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

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

SEPTEMBER 10, 2015

From the keynote presentation at Content Marketing World the words of Kristina Halvorson , author and CEO of Brain Traffic, “We want to win, we want to be on the big stage and we want to be the Red Bull of our industry.” Yet, we keep creating more content, spending more budget to do more…at a great cost. Don’t stray from the strategy!

Planning 100

Planning Demand Generation Marketing & Strategy Advertising Benchmark 100

ANNUITAS

SEPTEMBER 24, 2020

Responsive: Evolving customer engagement in healthcare via strategic demand marketing puts the buyer in control of their buying journey by creating an experience that responds to their engagement with both content type and cadence. 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

OCTOBER 24, 2016

Is it the sessions you can attend (by attend I mean find a seat for), the activities you can engage in (morning mixers or yoga), the quality of content (first-rate speakers and presentations) or the accessibility of VIPs and speakers to further your education. Michael Brenner : Content Marketing Strategy for Any Size Budget.

Marketing Budget 124

Marketing Budget B2B Urgency Marketing Work Management 124

ANNUITAS

SEPTEMBER 29, 2016

Create a strategy to engage on those platforms based on how you can adapt or emulate what the “top performers” are doing. Understand that “building a presence” involves more than simply posting blog articles or white papers, and try to create an unbiased source of educational information to serve the needs of the buyer.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

JUNE 9, 2016

Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. For examples of how to utilize triggers in marketing content, read the evergreen post by Velocity Partners.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

ANNUITAS

OCTOBER 24, 2016

Is it the sessions you can attend (by attend I mean find a seat for), the activities you can engage in (morning mixers or yoga), the quality of content (first-rate speakers and presentations) or the accessibility of VIPs and speakers to further your education. Michael Brenner : Content Marketing Strategy for Any Size Budget.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

OCTOBER 24, 2016

Is it the sessions you can attend (by attend I mean find a seat for), the activities you can engage in (morning mixers or yoga), the quality of content (first-rate speakers and presentations) or the accessibility of VIPs and speakers to further your education. Michael Brenner : Content Marketing Strategy for Any Size Budget.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

JULY 14, 2015

52% of B2B buyers stated they viewed 2-4 pieces of content before making a decision and 28% stated they viewed 5-7 pieces of content. Much of the content or discussion I have with vendors (either digitally or with their sales people) is all focused on them – their products, their services, their unique value proposition.

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

DECEMBER 8, 2015

They currently needed a new marketing automation system, had no true insight into their buyers, no vision into the lead-to-revenue process and little in the way of content. In doing so, not only will they see more value from their content, they will drive better interactions with their buyers. Strategy first.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

MAY 13, 2014

It was a great two days of connecting with colleagues and hearing from some great content practitioners. One of the things that I heard many times at the conference was the whole approach to “story telling” with our content. These are key insights that should be driving the content creation process, not the idea of “storytelling.”.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketing & Strategy Opt-out 100

ANNUITAS

DECEMBER 1, 2015

If you planned strategically, thinking in terms of building a perpetual Demand Generation Strategy versus a tactical approach, end of year is not a mad rush to rustle up a few last minute deals. Modern Marketers focus on educating and helping our buyers, not selling to them. Strategy first, technology second-.

Buying Cycle 100

Buying Cycle Demand Generation Trigger Marketing Planning 100

ANNUITAS

FEBRUARY 4, 2015

Marketing enablement is a topic I am becoming passionate about as I read more articles and studies (including our own ANNUITAS B2B Enterprise Demand Generation Study ) citing how marketers struggle with our inadequate skill set, the lack of focus on continuing education and the general ineffectiveness we report in doing our jobs.

Demand Generation 100

Demand Generation Marketing Automation Services Class Paid Search Agency 100

ANNUITAS

AUGUST 19, 2014

We should be looking at a holistic buying process and then if we want to align that to a funnel that’s fine, but we should be looking at what does our Engagement content have to say? Is it not necessarily pushing my brand but helping me really educate my Buyer?”. Is it thought leadership? That’s number one.”.

Top of Funnel 100

Top of Funnel Lead Nurturing Lead Ranking Lead Scoring 100

ANNUITAS

JANUARY 31, 2014

Yet most marketing organizations today are built in silos with no one in the quarterback role to determine the Demand Generation Strategy. Who is overseeing all of this to ensure that the content strategy i.e. what is being created, written, emailed, blogged, etc. The notion seems ludicrous doesn’t it? In this Buyer 2.0

Enterprise Management 100

Enterprise Management Marketing Management Demand Generation Marketing & Strategy 100