ANNUITAS

APRIL 19, 2022

Engagement channels should have one of three goals: acquire, nurture, or convert leads. The content you serve in each channel should change accordingly. Acquisition channels should serve low friction, top-of-funnel content like blogs and short videos. A good example of an acquisition channel is social media.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

NOVEMBER 5, 2020

By tracking if a lead has sustained engagement, if they are the right persona from the right type of company, and if they have signaled lower funnel behavior, you can build a comprehensive scoring model that weights each interaction and moves the lead through different lead qualification stages.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

MARCH 1, 2016

How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ? Really we want to know the critical path of content offer and engagement channel dialogue that led to someone becoming a qualified lead, opportunity and/or closed revenue?

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

ANNUITAS

OCTOBER 15, 2020

And because you aren’t measuring the specific impact of engagement channels and content, you can’t be sure that the marketing campaign you’re going to execute will be successful or not. Are these people bouncing or are they engaging with the content you’ve provided? Start by asking these eight deeper questions to understand your buyer.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

SEPTEMBER 15, 2020

I’ll talk about how to do that a little later in this post, but it boils down to understanding your buyer’s content consumption preferences and taking a good hard look at your own internal skills. As long as your audience thinks your content is relevant and interesting, that’s all that matters. Elasticity of Engagement Channel (i.e.

Social Media 147

Social Media Social Marketing B2B Marketing Top of Funnel 147

SnapApp

APRIL 25, 2018

D rift | Content Strategy Team Lead. . Sonja has been working in the B2B space since 2008, and since then, she’s led content and marketing teams at B2B tech companies including Mattermark, KISSmetrics, DocSend, and Zenefits. Today, she’s the Content Strategy Team Lead at Drift. . Sonja Jacob. Nandini Jammi.

B2B Marketing 91

B2B Marketing Work Management Enterprise Management Marketing Management 91

SnapApp

APRIL 25, 2018

D rift | Content Strategy Team Lead. Sonja has been working in the B2B space since 2008, and since then, she’s led content and marketing teams at B2B tech companies including Mattermark, KISSmetrics, DocSend, and Zenefits. Today, she’s the Content Strategy Team Lead at Drift. A ppcues | Head of Content Marketing.

B2B Marketing 91

B2B Marketing Work Management Enterprise Management Marketing Management 91