Content and Relevance - B2B Marketing Zone

The Re-emergence (and Growing Importance) of Content Gating for GTM Programs

ANNUITAS

FEBRUARY 13, 2024

There is no question that conventional wisdom — and an overall trend for the last few years — has leaned towards less ‘content gates’ in GTM programs – i.e., offering more content un-gated. How did we get so burned out on content gates? These trends are breathing new life into content gates.

Marketing Analytics Tools

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation

Salesforce and Google Release AI-powered Commerce Tools with B2B Implications

ANNUITAS

JANUARY 30, 2024

Google has released a new set of chatbots for automated commerce, as well as some new self-service customer service tools and search optimization capabilities. Google’s new announcements, on the other hand, focus on new chatbot tools, customer service (with a focus on self-service) and new search capabilities to optimize site conversions.

Marketing Analytics Tools

Marketing Analytics Tools Marketing Automation Services Google Tools

Ethics in B2B Digital Personalization – Is it Possible?

ANNUITAS

NOVEMBER 18, 2020

The rather dark story it tells is fascinating in terms of what our major social media and search platforms are capable of, especially in a time of a major political election and extreme social unrest. I like to think of personalization as content-led demand ( or as an orchestrated customer journey that aims to provide pipeline lift ).

Ethics

Ethics Personalization B2B Opt-out

Webinars

Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

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How Harnessing the Macro Customer Experience Can Drive Growth

ANNUITAS

AUGUST 19, 2020

Action : Sarah searches “how to generate sales leads” and finds an eBook to download. 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. Reward : Education and direction on where to start.

Touchpoints

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing

Real World Results of Demand Marketing Strategy Shifts During the COVID-19 Crisis

ANNUITAS

MAY 28, 2020

Those channels typically include website, nurture programs, webinars, PPC, and content syndication. Real World Result: Webinars, Paid Search, and Blogs Are Great Investments Right Now. Your content, outreach, and format should provide the most value for the audience most likely to attend. Paid Search.

Top of Funnel

Top of Funnel Demand Webinar Metrics Paid Search Agency

How the Growth of Telehealth Has Become a Catalyst for Patient-Centric Demand Marketing

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

Demand Top of Funnel Planning Digital Marketing Funnels

Specificity Matters

ANNUITAS

FEBRUARY 23, 2016

I do not claim to be an expert in Search Engine Optimization (SEO). So, after returning from last week’s Content2Conversion Conferenc e in Scottsdale, I find myself still thinking about one session I attended called SEO for Content Marketers by Lee Odden , CEO of TopRank® Marketing and the phrase, “specificity matters.”.

Demand Generation

Demand Generation SEO Optimization Tagging

The Problem With The Story You Are Telling

ANNUITAS

JULY 2, 2015

We are running this again because no matter what technology is introduced, what changes Google makes…it is still all about relevant content. Good, relevant content is more important than ever, because of a Panda. Back in May, Google released an update to their search algorithm, called Panda 4.0.

Marketing Analytics Tools

Marketing Analytics Tools Buying Cycle Webinar Metrics Google

The Real Truth About B2B Marketing And The Social Media Platforms You Need

ANNUITAS

SEPTEMBER 29, 2016

And considering that the so-called “organic” articles you see on a LinkedIn feed are often populated by authors you are barely connected to, or shared by colleagues that are often several times removed from your personal network, it might be all that surprising that Facebook might be a better source of information for your search.

Social Media

Social Media Social Marketing Demand Generation Agencies B2B Marketing

The Problem With The Story You Are Telling

ANNUITAS

JULY 29, 2014

Good, relevant content is more important than ever, because of a Panda. Back in May, Google released an update to their search algorithm, called Panda 4.0. According to SearchEngineLand , “Google’s Panda algorithm is designed to prevent sites with poor quality content from working their way into Google’s top search results.”

Marketing Analytics Tools

Marketing Analytics Tools Buying Cycle SEO Google

More Than Automating Emails For Marketing Automation

ANNUITAS

SEPTEMBER 22, 2016

A web search on marketing automation shows phrases such as “market on multiple channels online,” “automate repetitive tasks,” “increase operational efficiency” and “grow revenue” for some of the functionality and even “associated marketing automation capabilities.”

Marketing Automation Services

Marketing Automation Services Marketing Automation Automation Email Marketing

More Than Automating Emails For Marketing Automation

ANNUITAS

SEPTEMBER 22, 2016

A web search on marketing automation shows phrases such as “market on multiple channels online,” “automate repetitive tasks,” “increase operational efficiency” and “grow revenue” for some of the functionality and even “associated marketing automation capabilities.”

Marketing Automation Services

Marketing Automation Services Marketing Automation Automation Email Marketing

The Real Truth About B2B Marketing And The Social Media Platforms You Need

ANNUITAS

SEPTEMBER 29, 2016

And considering that the so-called “organic” articles you see on a LinkedIn feed are often populated by authors you are barely connected to, or shared by colleagues that are often several times removed from your personal network, it might be all that surprising that Facebook might be a better source of information for your search.

Social Media

Social Media Social Marketing B2B Marketing Demand Generation Agencies

More Than Automating Emails For Marketing Automation

ANNUITAS

SEPTEMBER 22, 2016

A web search on marketing automation shows phrases such as “market on multiple channels online,” “automate repetitive tasks,” “increase operational efficiency” and “grow revenue” for some of the functionality and even “associated marketing automation capabilities.”

Marketing Automation Services

Marketing Automation Services Marketing Automation Automation Email Marketing

The (Almost) Lost Art of Listening in Demand Generation

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

Demand Generation Demand Top of Funnel Generation

Marketing Enablement – It’s Worth It

ANNUITAS

JUNE 7, 2016

In a report by SmartInsights , B2B marketers rated their knowledge level in five key areas including Social Media marketing, Search Engine marketing, PR, Digital Strategy, CRM and Big Data, Design and Content Marketing and in every category reported they needed to improve their depth of knowledge in the area.

Budget Programs

Budget Programs Training Demand Generation Marketing & Strategy

What Being Agile Means for Today’s Marketers

ANNUITAS

AUGUST 6, 2015

And we must be able to do it quickly in order to stay relevant and competitive. If you’re unable to track what channels, content offers and messages are generating inbound engagement and outbound response you’ll be at a loss for knowing what is resonating with your audience. Do you know what types of content they prefer?

Peer-to-peer

Peer-to-peer Paid Search Agency Buzz Advertising Benchmark

The Impact of Technical SEO on Your Ability to Be “Right Place, Right Time”

ANNUITAS

NOVEMBER 11, 2020

Your online content strategy is immaculate. Technical SEO has a huge impact on your online visibility, and not just search rankings. These focus on your site’s content strategy and its relationship to the rest of the web. So an audit is necessary to understand search engines’ perspective of your website.

SEO

SEO CMS Development Paid Search Agency Lead Scoring

Nurture Content Failure

ANNUITAS

OCTOBER 13, 2015

Our 2015 B2B Enterprise Demand Generation study results will be published this week, so this is relevant to run this post again. What got me thinking, however, was the connection between content, our buyers, and the automated nurture programs which marketing automation makes possible. *This blog first ran in December 2014 via ANNUITAS.

Enterprise Management

Enterprise Management Content Lead Scoring Lead Ranking

The Sales Perspective – An Interview with Jill Rowley of Eloqua

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

Eloqua Top of Funnel B2B Thought Leadership Marketing Automation Services

The Sales Perspective – An Interview with Jill Rowley of Eloqua

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

Eloqua Top of Funnel B2B Thought Leadership Marketing Automation Services

B2B Marketing Zone

ANNUITAS

The Re-emergence (and Growing Importance) of Content Gating for GTM Programs

Salesforce and Google Release AI-powered Commerce Tools with B2B Implications

Webinars

Trending Sources

Ethics in B2B Digital Personalization – Is it Possible?

Webinars

How Harnessing the Macro Customer Experience Can Drive Growth

Real World Results of Demand Marketing Strategy Shifts During the COVID-19 Crisis

How the Growth of Telehealth Has Become a Catalyst for Patient-Centric Demand Marketing

Specificity Matters

The Problem With The Story You Are Telling

The Real Truth About B2B Marketing And The Social Media Platforms You Need

The Problem With The Story You Are Telling

More Than Automating Emails For Marketing Automation

More Than Automating Emails For Marketing Automation

The Real Truth About B2B Marketing And The Social Media Platforms You Need

More Than Automating Emails For Marketing Automation

The (Almost) Lost Art of Listening in Demand Generation

Marketing Enablement – It’s Worth It

What Being Agile Means for Today’s Marketers

The Impact of Technical SEO on Your Ability to Be “Right Place, Right Time”

Nurture Content Failure

The Sales Perspective – An Interview with Jill Rowley of Eloqua

The Sales Perspective – An Interview with Jill Rowley of Eloqua

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