ANNUITAS

DECEMBER 11, 2023

The key drivers of this breaking point are performance issues and budget issues: Performance issues: Conversion rates in paid digital media and content syndication have been trending down for some time, and outbound email is at some of its worst performance levels. Their approach? It should orchestrate interactions online … and offline.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

AUGUST 5, 2014

I read an article recently that discussed how content can “help push your prospects through the sales funnel.” Perhaps this is the problem with so many organizations and their inability to be effective with Demand Generation and Content – according to a study we conducted here at ANNUITAS of enterprise B2B organizations, only 2.8%

Top of Funnel 100

Top of Funnel Forrester Marketing Funnels B2B Sales 100

ANNUITAS

FEBRUARY 7, 2023

Forrester/SiriusDecisions has noted the typical lead-to-revenue conversion rate ranges from 0.375% to 0.6%, depending on the type of market. What type of improvement can a company expect from investing in go-to-market transformation? Significant. In fact, nearly half of the Fortune 500 emerged during recessionary economies.

Lead Ranking 130

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

ANNUITAS

MAY 5, 2016

One of the biggest errors we see in this regard is the realization that new content is necessary, and the resultant head-first dive into the process. However, without sound strategy that puts the buyer as the focal point, new content is at risk of missing the mark with target personas and ultimately, buyers.

Demand Generation 100

Demand Generation Demand Generation Forrester 100

ANNUITAS

JULY 19, 2016

I’m guessing it has something to do with the fact that 76% of B2B enterprise marketers have a content strategy but only 50% say their content aligns to buyer pain points and challenges via ANNUITAS B2B Enterprise Demand Generation Study. Too often, content strategies aren’t based on buyers. Listen to format clues. Motivation-.

Demand Generation 100

Demand Generation Demand Top of Funnel Generation 100

ANNUITAS

MARCH 19, 2013

Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. There is a host of data available that describes the buying process.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 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.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

JULY 16, 2015

Yesterday I received a call from a California extension two minutes after I downloaded a piece of content from a California-based organization. According to a 2015 blog post by Forrester analyst, Lori Wizdo , B2B Buyer Journey Mapping Basics , 74% of buyers report conducting half of their research online before buying offline.

Buyer's Journey 100

Buyer's Journey Customer Satisfaction Buyer Intent Forrester 100

ANNUITAS

FEBRUARY 4, 2014

When lead nurturing is developed from a tactical “campaign” perspective i.e. a one-time event, it eliminates the ability to align the program content to the buyers purchase path. Figure 1: Lack of Content Alignment to Buyers Purchase Pattern. This is why fewer than 4% of marketing generated leads are ever converted into sales.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

DECEMBER 11, 2014

Forrester released a report this year that showed that 96% of CMOs either agree or strongly agree that “the breadth of skills needed to succeed in marketing has increased dramatically”. Investing more money into 8% effectiveness and into an area that has no strategy is not just a lack of leadership, it is foolish!

CMO 100

CMO Peer-to-peer Lead Scoring Lead Ranking 100

ANNUITAS

APRIL 10, 2014

A recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. A similar question posed to respondents by Content Marketing Institute showed 13 was the average. There is the events team, a content team, field marketing, email team, etc.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

JANUARY 31, 2024

When done correctly, go-to-market programs enable brand momentum and deliver long-term growth — maximizing customer lifetime value. “It’s not a purchase you’re after — it’s a lasting customer relationship,” explains Forrester analyst Craig Moore.

Cost 130

Cost Marketing Analytics Tools Top of Funnel Lead Ranking 130

ANNUITAS

MARCH 12, 2012

At the 2011, DemandCon conference, Forrester analyst Jeff Ernst declared in his keynote that “the funnel is dead.” This includes content marketing, demand generation strategies and sales approaches. The last 12-18 months have proved to be a rough time for the proverbial “sales funnel”.

Top of Funnel 100

Top of Funnel Lead Ranking Marketing Funnels Forrester 100

ANNUITAS

JUNE 1, 2015

Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own – may not be completely accurate.

B2B Sales 100

B2B Sales Top of Funnel Research B2B 100

ANNUITAS

JULY 17, 2012

To be a part of the conversation, sales people today must be present when and where the buyer is learning and provide relevant content to support the buyer’s education process. Very simply, I tell buyers they need people, process, data, content and technology — in that order. My job is to get someone to buy.

Eloqua 100

Eloqua Top of Funnel B2B Thought Leadership Marketing Automation Services 100

ANNUITAS

JULY 17, 2012

To be a part of the conversation, sales people today must be present when and where the buyer is learning and provide relevant content to support the buyer’s education process. Very simply, I tell buyers they need people, process, data, content and technology — in that order. My job is to get someone to buy.

Eloqua 100

Eloqua Top of Funnel B2B Thought Leadership Marketing Automation Services 100