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. Typically these campaigns promote a singular asset or event like a white paper, webinar, or an eBook.

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

APRIL 20, 2020

“Content is king” is a phrase that’s dominated the marketing world for years now, and for good reason. Content works. But it’s also a lot of work , and if you’re producing content without any sense of how well it is or isn’t performing relative to your demand marketing, then you’re potentially wasting a lot of time, energy, and money.

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

FEBRUARY 27, 2014

Webinars, white papers and videos do not constitute a strategy. A true strategy should involve a two-way conversation between your company and your prospective buyers, using content specifically tailored for them and sent to them based on their level of interest and place in their buying decision.

Demand 100

Demand Webinar Metrics Buyer Personas Marketing & Strategy 100

ANNUITAS

APRIL 17, 2014

A couple emails, a webinar and three white papers do not make a marketing strategy. And you can understand why a list of white papers, tradeshows and webinars as a strategic plan will not alone achieve those goals. A strategy isn’t about how many content offers you can create. Lack of buyer-driven content.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

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. So how should this influence your content marketing strategy? Write for your buyers not to game the system.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Google 100

ANNUITAS

SEPTEMBER 29, 2016

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. But never, ever waste paid social dollars on content that is not worth sharing.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

AUGUST 16, 2016

I spent long hours engaged in online courses and reading any and every article, eBook, or white paper that detailed how to be the best-of-the-best. However, start by understanding your buyer and then mapping the People, Process, Content and then Technology to your needs and a power team can make magic happen.

Ad Building 100

Ad Building Trade Show Marketing Automation Services Marketo 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

JULY 29, 2014

Good, relevant content is more important than ever, because of a Panda. 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.” So how should this influence your content marketing strategy?

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

ANNUITAS

JANUARY 7, 2016

I spent long hours engaged in online courses and reading any and every article, eBook, or white paper that detailed how to be the best-of-the-best. However, start by understanding your buyer and then mapping the People, Process, Content and then Technology to your needs and a power team can make magic happen.

Ad Building 100

Ad Building Marketo Trade Show Marketing Automation Services 100

ANNUITAS

JANUARY 21, 2016

What does a cheesy stock photo and marital status have to do with understanding a buyers’ decision making process, business pain points, and content consumption preferences? Usually not much, which causes misguided content creation and a flawed lead management strategy.

Tactics 100

Tactics Top of Funnel Demand Generation Buyer Personas 100

ANNUITAS

APRIL 10, 2014

A similar question posed to respondents by Content Marketing Institute showed 13 was the average. A white paper is developed and marketing decides to launch a “campaign” around the white paper. There is the events team, a content team, field marketing, email team, etc. The need for piles of content.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

SEPTEMBER 1, 2015

However, today’s buying process is more multi-channel than ever with buyers consuming content across an array of mediums and sharing across the buying committee. If this is true, then the idea of a one-channel program or a strategy designed for one specific content channel is a waste of time, effort and money.

Advertising Channels 100

Advertising Channels Multi-Channel Peer-to-peer Word of Mouth 100

ANNUITAS

JULY 10, 2014

This is where BANT is used most often, because you have that one time (insert email campaign to promote a white paper here) to capture that prospect, get their information, and call them in the hopes to qualify them to pass to sales.

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

SEPTEMBER 29, 2016

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. But never, ever waste paid social dollars on content that is not worth sharing.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

JULY 15, 2014

Content is ineffective. If the marketing organization is producing lovely, glossy, well-written white papers and collateral without talking to the sales organization, how does marketing know whether or not the content is actually assisting sales or converting prospects to customers? It doesn’t. Leads” are rejected.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

MARCH 11, 2014

45% want to enable marketing employees to operate data and content without IT. Consider just one of the pieces of the stack, the marketing automation piece – a business application that could potentially touch demand generation, field marketing, content marketing, sales, and more. But how have they been doing? So what is the answer?

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

OCTOBER 6, 2010

The discussions usually revolve around issues such as how to nurture, the value of nurturing and what kind of content should be used in lead nurturing campaigns. Unless those phases are defined, it will be nearly impossible to deliver the right content at the right time. Content Creation & Mapping.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

AUGUST 4, 2015

“We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We We have white papers for every buying stage, but we just can’t get enough people to download them.”. If one or more of those struck a chord with you, it might be time for a Content Map. Information Needs.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

ANNUITAS

OCTOBER 13, 2015

What got me thinking, however, was the connection between content, our buyers, and the automated nurture programs which marketing automation makes possible. The specific question that triggered my interest was this one: When developing your content do you create content for each stage of the buyer’s purchase journey?

Enterprise Management 100

Enterprise Management Content Lead Ranking Lead Scoring 100

ANNUITAS

DECEMBER 18, 2014

What got me thinking, however, was the connection between content, our buyers, and the automated nurture programs which marketing automation makes possible. The specific question that triggered my interest was this one: When developing your content do you create content for each stage of the buyer’s purchase journey?

Enterprise Management 100

Enterprise Management Lead Ranking Lead Scoring Content 100

ANNUITAS

JUNE 10, 2014

Content marketing is at the heart of what we do as marketers these days. It’s the strategy behind content marketing that makes the difference. According to the 2014 B2B Content Marketing Benchmark Study by Content Marketing Institute and MarketingProfs, only 44% of B2B marketers have a document content marketing strategy.

Marketing & Strategy 100

Marketing & Strategy Marketing Strategy Content Marketing Planning 100

ANNUITAS

FEBRUARY 20, 2014

Why do people struggle creating content, even short blog posts? How much content do we create? According to the State of Content Marketing Report 2014 Survey Report by LookBook HQ and Oracle Eloqua, marketers are producing a lot of content. The key to writing good content is having a holistic Demand Generation Strategy.

Eloqua 100

Eloqua Content Buyer Personas Buying Cycle 100

ANNUITAS

MARCH 26, 2020

According to a Demand Gen Report , this was echoed by a recent CMO Council report that found: Just 12% of marketers believe their content marketing programs target the right audiences with relevant and persuasive content. There cannot be gaps; organizations cannot create too much helpful content at this stage.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Demand Generation 162

ANNUITAS

APRIL 7, 2015

Content is King or so they say. However, there are many elements that are part of content creation that aren’t well understood by marketers and can impact content effectiveness. Design needs to be thoughtful, engaging and appropriate for the purpose of the content piece to help enable action by the buyer. Content type.

Marketing Management 100

Marketing Management Demand Generation Content Paper 100

ANNUITAS

JUNE 30, 2016

Many scoring programs have set scores for each type of content with little variation. Often times marketers score certain types of content (white papers and case studies) with higher value than other types (eBooks or product sheets). All content isn’t the same and they shouldn’t be scored as such.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 24, 2015

Many scoring programs have set scores for each type of content with little variation. Often times marketers score certain types of content (white papers and case studies) with higher value than other types (eBooks or product sheets). All content isn’t the same and they shouldn’t be scored as such.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 5, 2015

Develop content like white papers, eBooks, infographics or analyst reports for visual learners. Think about webinars, podcasts and lectures as types of content for auditory learners. Let them seek out new ways to learn and when you are creating content for your buyers—remember, one size doesn’t fit all.

Trade Show 100

Trade Show Demand Generation Public Relations CAN-SPAM 100

ANNUITAS

OCTOBER 9, 2014

I get calls from marketing technology vendors almost daily, based on the fact that I am a bit of a collector of white papers. If I am not the only one from my company interacting with your website or downloading content. Consider myself as an example of an “engaged” individual in your marketing automation system.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

ANNUITAS

JUNE 12, 2014

I get calls from marketing technology vendors almost daily, based on the fact that I am a bit of a collector of white papers. If I am not the only one from my company interacting with your website or downloading content. Consider myself as an example of an “engaged” individual in your marketing automation system.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

ANNUITAS

JANUARY 29, 2015

Today’s modern marketers struggle to maximize every piece of content, drive the highest conversion rates possible, increase velocity of opportunities through the sales funnel and of course, drive more revenue. Conduct a content audit and note where improvements can be made or where there are gaps. What does that mean?

Enterprise Management 100

Enterprise Management Demand Generation Buyer Personas Top of Funnel 100

ANNUITAS

APRIL 3, 2014

It takes a little time to learn the implications of one simple, undeniable fact: not all content is created equal. Effective lead scoring needs to exist in tandem with a solid understanding of the buyer’s journey, and that knowledge of the buyer’s journey is what needs to inform the content strategy.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100