ANNUITAS

OCTOBER 7, 2020

The latest Gartner Hype Cycle for Digital Marketing maintains ABM platforms sliding down the Trough of Disillusionment, with an estimated 2-5 years until they reach the Plateau of Productivity. This balance between the account and the individual is critical because people are still buying our products. Different engagement approaches.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

MARCH 10, 2023

Finally, it’s really important that you don’t treat your thought leadership as just another avenue for constant selling — especially if it’ll come at the cost of your audience’s trust in you or your organization’s credibility. Provide genuine opinions on the subjects that people find helpful.

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

JUNE 25, 2020

Driving a long-term strategic growth plan requires alignment across all organizational business functions – from product marketing, analytics, and sales, to operations and customer success. We understood that cost-savings as well as increased collaboration were going to be key to our customers’ success. However, the rewards are big.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

FEBRUARY 23, 2021

Because of this legacy, the rest of the organization often thinks of marketing as a cost-center and a tenuous relationship exists. There is no magic product that will suddenly make all of your marketing and sales challenges solvable. The reality is that most marketers are struggling with the transition to outcome-based KPIs.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

NOVEMBER 29, 2023

This issue is particularly acute with ‘founding CEOs,’ who often have been so product development focused and who have had little exposure to or experience with customer journey or integrated go-to-market. – Marketing is viewed as a cost center: The numbers are telling. This is down from 19% of CMOs in 2017.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

AUGUST 19, 2022

By sharing the same data, enablement tools and customer experience platforms, costs can be reduced, and effectiveness increased, as near-real-time decisions can be used to nurture leads and provide the intelligence needed to up-sell, cross-sell and re-sell.” Much of that investment can be leveraged by sales to digitize selling.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

FEBRUARY 7, 2023

Pull in customer success and product teams (and even technical support if applicable). How is data shared between sales, marketing, customer success and product? Focus on real value metrics like customer lifetime value and expansion revenue per customer, etc. Are the key processes to support improved CLV supported by the tech?

Lead Ranking 130

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

ANNUITAS

DECEMBER 4, 2020

Support chats need someone who can look at a customer’s account and be prepared to answer specific questions around their products and/or services (or take them to the right place to get those answers), whereas upsell clients need to be routed to someone who can explain product benefits, costs, etc.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

NOVEMBER 10, 2016

Given R’s amazing potential to increase productivity by reducing the time needed to complete data projects, all businesses in 2016 manipulating data or statistics should leverage R or a similar statistical programming tool. Does It Cost Anything? Fixed labels for each record so they can properly be categorized and reported on.

De-duplication 174

De-duplication Statistics Blogger Course 174

ANNUITAS

NOVEMBER 2, 2021

By definition , inside sales teams should be skilled at remote selling, easier to scale, and cost less than field sales, but that’s not always reality. Doing so will lead to more productive conversations which will, in turn, provide higher quality leads to sales. It makes sense.

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

FEBRUARY 25, 2020

While your company’s product/service may reach a very specific market, and there may appear to be a significant amount of overlap in the personas, the primary differences should lie in the persona’s role in an organization and how they make/influence decisions for their organization.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

AUGUST 30, 2018

We refine it a bit more in one of our new content offers called Demand vs. Brand: Cultivating the Revenue-Focused CMO where we describe a revenue-focused marketing team as: Working with the sales team to map the buyer’s journey for your products and services.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

NOVEMBER 20, 2014

Everyone has seen the studies that state it costs twice as much to acquire a new customer as it does sell into a current one. In one recent meeting I had, one of the operations folks said, “Let’s just hope a customer does not ask one of our reps what products they own, because we could not tell them.”.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

DECEMBER 22, 2015

Think about things like acquisition costs, support costs, willingness to participate in co-marketing and time to close along with the simple question of how much money they have spent with your company. A well-run sales development or prospecting team has always coordinated a mix of touchpoints – email, phone, social media, etc. –

Account Based Marketing 100

Account Based Marketing ABM Demand Generation Paid Search Agency 100

ANNUITAS

JULY 17, 2014

Everyone has seen the studies that state it costs twice as much to acquire a new customer as it does sell into a current one. In one recent meeting I had, one of the operations folks said, “Let’s just hope a customer does not ask one of our reps what products they own, because we could not tell them.”.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

MARCH 22, 2011

Consideration: When you are trying to get people to consider your product or solution, marketing tactics are highly measurable. You should look for increases in the number of branded or product-related searches, landing page hits and a steady growth in website visitors. Is the competitor doing it? Are your prospects looking for it?

ROI 100

ROI B2B Thought Leadership Lead Scoring Lead Ranking 100

ANNUITAS

DECEMBER 23, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. And most buyers don’t understand the implications of those problems, and the costs of not acting to correct those problems.

Top of Funnel 100

Top of Funnel Content Marketing Advertising Agencies Content 100

ANNUITAS

JANUARY 31, 2013

Gone are the days of buyers contacting companies directly to learn about a product or service. Middle of the funnel content is still focused on educating, informing and supporting the buyer until they’re ready to learn more about a specific solution or product. The B2B buyer’s journey has changed. Content then fuels lead nurturing.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

FEBRUARY 2, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. And most buyers don’t understand the implications of those problems, and the costs of not acting to correct those problems.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

ANNUITAS

MARCH 29, 2016

Given R’s amazing potential to increase productivity by reducing the time needed to complete data projects, all businesses in 2016 manipulating data or statistics should leverage R or a similar statistical programming tool. Does It Cost Anything? Fixed labels for each record so they can properly be categorized and reported on.

De-duplication 70

De-duplication Statistics Blogger Course 70

ANNUITAS

MAY 24, 2011

It has traditionally been viewed as more of a marketing tool and part of the marketing ‘cost center’. Second, we feel the product itself is very strong. Over time, we’ve added to the lead management core, additional products for marketing analytics and sales effectiveness. It was built by marketers, for marketers.

Marketo 100

Marketo Marketing Automation Services Work Management Marketing Management 100

ANNUITAS

JULY 28, 2011

If you do not know your buyer you will have a hard time engaging with them and convincing them to spend their money on your product or service. 72% of CEO’s state that marketing is always asking for more money, but can rarely explain how much incremental business this money will generate. •

Work Management 100

Work Management Marketing Management Advertising Agencies Sales Qualified Leads 100

ANNUITAS

APRIL 26, 2011

Ignoring these leads by not having effective lead management doesn’t just limit potential marketing ROI, it actually costs an organization money. In addition, they report that 45% of the leads a company receives will eventually buy that company’s product or service, but not necessarily from that company. 20% are qualified: 702.

Lead Management 100

Lead Management Work Management Marketing Management Lead Scoring 100

ANNUITAS

MARCH 26, 2020

In fact, nearly three-quarters of businesses in this segment succeed because they have a strong product or service. And our current marketing technology landscape – one where thousands of marketing technology companies ( actually 7,040, to be exact ) claim that their product can fix your demand marketing ills – only makes it worse.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Demand Generation 162

ANNUITAS

MAY 12, 2023

I had great conversations with Zoho executives, getting into some of their latest product announcements. Ultimately, a lot of Zoho’s generative AI focus has been on user productivity and generating value by speeding up typical go-to-market processes. In our opinion, this makes sense.

Marketing AI 130

Marketing AI Enterprise Management Ad Building Work Management 130

ANNUITAS

JUNE 6, 2023

Or a customer success team focusing all their time and energy on interactions with system admins for their software product because they’re an available and engaged audience — while neglecting the executives who were the original sponsors of the software (and who are still looking for the results they were promised).

Marketing Analytics Tools 130

Marketing Analytics Tools Optimization Elasticity Multi-Touch Attribution 130

ANNUITAS

JULY 13, 2023

the “full journey” concept) by analyzing data such as product use, and other trigger behaviors. Salesforce has added more data enrichment offerings inside its GTM portfolio of products, but these may incur additional fees. This also allows users to better identify potential opportunities within existing clients (i.e.,

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130