ANNUITAS

MARCH 19, 2020

And for many B2B companies, they are struggling to do so without live interactions, especially events. Especially for ‘high-context’ industries, such as healthcare and financial services, where peer-to-peer interactions and references are key parts of the buying process. Content Syndication [0%]. Website [4.03%]. PPC [1.82%].

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

MARCH 17, 2023

With data, you can change perception of marketing from a cost center to an investment by: Advocating for marketing: Marketing analysts, content writers and strategists who can provide data-backed connections to company ROI are better able to justify their initiatives. Is the content being served to the right person, at the right time?

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

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. It should orchestrate interactions online … and offline.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

MARCH 8, 2022

Instead, chat should drive revenue by acting as an interactive channel that you use to nurture your buyers through the funnel. It should be listening to questions and replying with helpful answers, routing leads to the appropriate next step with each interaction. Read more: Eight Questions to Ask to Understand Your Buyer.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

NOVEMBER 15, 2021

While the quick shuffle might have been temporary, its implications are not: in the past year, research has found that almost half of B2B buyers prefer remote human interactions when identifying and evaluating new suppliers. Which content pieces has the lead engaged with? ? Which content pieces have been forwarded to colleagues? ?

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

AUGUST 19, 2020

In this scenario, a typical example of a micro growth tactic would be to optimize the landing page that Sarah finds – reduce friction, expose her to the content, and get her wanting more. How is every interaction orchestrated with the individual forming a relationship with our company? This is the macro experience.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

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

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

AUGUST 4, 2020

In fact, 58% of content marketers said audience relevance was the largest contributor to success. These are ‘catalysts’ that drive initial buyer actions and should be aligned to the content and channels where we begin buyer dialogue. Content consumption: We find out how different stakeholders are conducting research.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

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. Your Content is Reaching the Wrong Audience.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

SEPTEMBER 3, 2020

Sales engagement software, such as SalesLoft, is only as good as the people, process and content it is meant to enable. COVID-19 is changing how B2B buyers and sellers interact. These emails typically lack any real substance, provide no useful content, and rarely have an unsubscribe link. (To with “RE:” in the subject line).

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JANUARY 19, 2022

Today, up to 80% of B2B decision makers prefer remote human interactions (or digital self-service) instead of in-person interactions. Look for things like: Which content pieces has the lead engaged with? Which content pieces have been forwarded to colleagues? What does the change in the buying journey look like?

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 10, 2014

While Content Marketing World started Monday with some workshops in the afternoon, the real festivities started yesterday morning with an introduction from Joe Pulizzi founder of Content Marketing Institute and keynotes from Andrew Davis , author of Brandscaping and Julie Fleischer , Director, Data+Content+Media of Kraft Foods.

Content Marketing 100

Content Marketing Planning Content Webinar Metrics 100

ANNUITAS

MARCH 21, 2023

The hidden gem in the Dynamic Chat additions is the ability for Adobe Marketo Engage users to take advantage of generative AI to suggest content and responses once the chat is being handled by an internal human. Let’s dig in to these new and advanced features.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

AUGUST 8, 2023

To succeed with this, you need a scalable approach to operationalizing every element of go-to-market — people, process, content, technology and data — around customer lifecycle. The new business reality is that growth leaders must orchestrate engagement across the full journey — or risk the consequences.

Multi-Channel 130

Multi-Channel CMO Marketing Management Case Study 130

ANNUITAS

MAY 28, 2020

Those channels typically include website, nurture programs, webinars, PPC, and content syndication. A person interacting with a webinar is 7% more likely to become a Closed Won Opportunity and 11% more likely to become an Opportunity than a live event interaction. So how did that recommendation play out in the real world?

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

JULY 20, 2021

Creating enough content. Sixty percent (60%) of marketers create at least one piece of content each day. That’s 260 pieces of content per person, per year. The truth is that you can never create enough content to address the infinite iterations of personas and their buying stages. And it’s still not enough.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

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

MARCH 18, 2014

All of the usual suspects were in the room – head of marketing, head of sales, marketing automation power users, demand generation leads, content marketer … but also present were the head of their CRM install and the lead project manager of their website and web analytics team — both IT roles in this particular company.

Process 100

Process Planning Marketing Automation Services Demand Generation 100

ANNUITAS

MARCH 4, 2020

The ‘growth’ motion must be a complete orchestration of every sales and marketing interaction. Moreover, go-to-market requires that all elements — people, process, content, technology and data – be rationalized around buyer/customer journey – not just the content and campaigns. Transforming Growth Marketing.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

JANUARY 20, 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. What content formats and mediums do you prefer? Sometimes, they make sense.

Top of Funnel 130

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

ANNUITAS

FEBRUARY 3, 2022

All three groups have distinctly different levels of comfort around digital interactions and distinctly different preferences for how they want to progress through the buying process. Knowing how this maps to purchases of your own solution will help you support the needs of each decision maker at each buying stage through effective content.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

DECEMBER 9, 2022

If sales is reaching out to prospects without the proper data to back them up , this is a recipe for awkward interactions and a few hang up calls. If marketing is more focused on outdated tactics and repetitive content that isn’t enabling your sales process, you might be right to worry. . Data We Can Trust . Better Management .

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

ANNUITAS

AUGUST 27, 2020

Each time you offer a new piece of content, the buyer offers back a new piece of information. Eventually, as enough interactions occur, you’re able to build a complete profile of your buyer before ever sending qualified leads to sales, all without sacrificing the customer experience.

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

NOVEMBER 30, 2022

When times are tough and the pipes get opened – Marketing tends to qualify a lead after one or two interactions, which results in sales calling leads that are not warm enough to seal the deal. Thank you for your interest in our content, Donkeykongxyz! Form Fills with Real Information . A Better Plan for 2023!

Planning 130

Planning Work Management Marketing Management High Quality Lead 130

ANNUITAS

FEBRUARY 9, 2021

The key is to orchestrate interactions – both online and offline – around the entire customer journey to increase the likelihood of being in the right place, at the right time, with the right information. With access to more content comes more choices customers are increasingly finding themselves more paralyzed.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

SEPTEMBER 28, 2022

These teams achieve this – on both a digital and live basis – by matching the right information, via the right channel, with the right audience – with sufficient feedback loops – to tune and deliver subsequent information interactions. This is the process through which B2B pain points are understood and matched to solutions.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

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

APRIL 19, 2022

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. Nurture channels should serve medium friction, middle-of-funnel content like white papers and case studies. 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 18, 2020

The alternative is digital interactions that relay no knowledge of our buyers and/or their needs. I like to think of personalization as content-led demand ( or as an orchestrated customer journey that aims to provide pipeline lift ). Let’s break it down: Keys to Conducting Content-Led Demand and Orchestrating the Customer Journey.

Ethics 130

Ethics Personalization B2B Opt-out 130

ANNUITAS

AUGUST 19, 2022

” Content Marketing Institute : 58% of “high-alignment” sales and marketing organizations use buyer personas to align sales and marketing. failure to orchestrate interactions across sales, marketing and customer service. Nurturing Holistically – Cross-Channel, Cross-Team and Cross-Buying Stage. This results from a.)

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

NOVEMBER 29, 2023

It defines their customer journey through the lens of the information requests, the stakeholder and engagement channel interactions and the buying phases. This same approach is powerful in rationalizing all elements of go-to-market programs, including content, engagement channels, funnel model and technology stack.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

NOVEMBER 8, 2016

The focus has to shift to building an engine instead of deliverables, which requires all the pieces: people, processes, content and technology. Starting with your buyers and bringing that view through every step, from the first interaction all the way to how your sales team interacts with leads you’ve provided. Components.

Enterprise Management 212

Enterprise Management Demand Generation Deliverability Marketing & Strategy 212

ANNUITAS

FEBRUARY 16, 2023

This means capturing every interaction – along the multiple dimensions of channel, content, stage, and intent – and being able to pivot these interactions against key growth objectives, so that both DX and CX can be maximized.

Lead Ranking 130

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

ANNUITAS

SEPTEMBER 7, 2021

As prospects engage with marketing materials, their interactions are collected and stored. Marketing has a responsibility to start the conversation by offer personalized content recommendations. A mature marketing organization is tracking its users’ online behavior. So how do you use this information to inform productive conversations?

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

JUNE 10, 2020

Coordinating points of interaction – online and offline. The activities that comprise Demand Marketing are inherently inter-disciplinary – encompassing elements of people, process, content, technology and data. Orchestrating customer engagement” includes: Educating along the buyer journey. But the new dynamics of a Web 2.0

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

SEPTEMBER 7, 2021

As prospects engage with marketing materials, their interactions are collected and stored. Marketing has a responsibility to start the conversation by offer personalized content recommendations. A mature marketing organization is tracking its users’ online behavior. So how do you use this information to inform productive conversations?

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228