ANNUITAS

AUGUST 12, 2020

Over the past two weeks, we have covered the definition of strategic demand marketing and introduced you to the first phase in our process, the insights phase. It is at this stage that we define the critical customer journey and begin to build the Strategic Demand Marketing Plan. . Lead Management Framework.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

MAY 5, 2020

It’s no big surprise, marketing is expected to do more today than ever before. No longer is marketing only responsible for brand and events – it’s now responsible for generating leads and tying performance back to impact on revenue. What marketing automation platform is currently in place, and how well is it working?

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

JANUARY 30, 2024

Let’s dig into each: The new chatbots leverage natural language processing to learn from the customer’s inputs – which can be used by B2B GTM teams with more complex product configurations and pricing models. All of these are purportedly AI-driven. GTM Implications The obvious benefit for B2C/retail GTM use cases is clear.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

APRIL 26, 2011

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. So what are these myths?

Lead Management 100

Lead Management Work Management Marketing Management Lead Scoring 100

ANNUITAS

DECEMBER 4, 2020

By that I mean, how does chat work with both your engagement channel strategy and Demand Process to strategically meet a prospect where he or she is in the funnel? To succeed, you must integrate chat with Demand Process to orchestrate engagement through the funnel. Then you optimize and build Demand Process into your chat strategy.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MAY 13, 2020

Strictly defined, it’s the lift that marketing and advertising provide above native demand—the increase in leads, sales and other key performance indicators (KPIs) gained that would not have occurred without marketing efforts. We talk about orchestrating marketing technology in this article. Lead-to-revenue stewardship.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

MAY 2, 2023

The result is a far richer set of data around every prospect, lead, contact, account, etc. In the past, a major complaint I’ve heard from marketers about Salesforce was the fact that creating a data lake “inside” Salesforce can be a tricky, if not expensive, endeavor.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

OCTOBER 31, 2023

Over the past few months, the ANNUITAS|research team has been covering and releasing reports on a number of recent AI additions to leading GTM Technology Stack platforms, such as Salesforce Marketing. ” It also requires tight integration between Demand Process layers. .”

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

MARCH 1, 2016

How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ? A few thoughts on where to start: Analyze critical path, not attribution: Marketing analytics is mired in poorly considered “attribution” models.

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

ANNUITAS

FEBRUARY 23, 2021

Effective growth leaders are focused on achieving aggressive revenue goals – but achieving these goals requires growth leaders to also focus on the underlying processes and infrastructure that allows them to do so in a scalable and repeatable way. Increasing Budget Doesn’t Always Equal More Leads. It Is Not Just About Marketing.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

MARCH 8, 2022

It should be listening to questions and replying with helpful answers, routing leads to the appropriate next step with each interaction. To be successful here, your tool must be tied back to a strategy, a content model, and a lead management framework. Your chat tool needs to know when to move a lead from bot to person.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

MAY 28, 2015

Misconceptions about tools like marketing automation (that is a marketing tool) just add fuel to the fire. Sure, sending emails and creating landing pages are all functions of marketing, but managing inbound leads and sharing prospect data with the CRM, is something that when done correctly- supports the entire organization.

Lead Ranking 100

Lead Ranking Marketing Automation Services Lead Scoring Eloqua 100

ANNUITAS

MARCH 10, 2016

I am a huge proponent of utilizing innovative technologies to streamline business processes and I am fascinated by the history of technology. The changes his invention brought to our world and especially as they relate to marketing, are nothing short of mind blowing. Recognize the complexities of adding technology to your process.

Marketing Automation Services 100

Marketing Automation Services Demand Generation Eloqua Paid Search Agency 100

ANNUITAS

JANUARY 14, 2013

What if there is more that an organization needs to do in order to be better prepared to develop a Lead to Revenue approach within their organization? Fournasie Marketing Group. The focus for marketing organizations that want to have an impact on the business must be the development of a Demand Process?

Enterprise Management 100

Enterprise Management Marketing Management Demand Generation Paid Search Agency 100

ANNUITAS

FEBRUARY 26, 2015

However, your content strategy should be created to align to each step of the buying process for your targeted buyer personas. Imagine spending months getting your marketing automation platform integrated with your CRM system, new third-party content created, and lead scoring models built.

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

ANNUITAS

SEPTEMBER 7, 2010

Several years ago I was on-site with a client discussing their desire to develop and implement a lead management process.    These technologies included a marketing automation platform and a CRM system.    With marketing automation and CRM, it’s not any different. 

Work Management 100

Work Management Marketing Automation Services Marketing Management De-duplication 100

ANNUITAS

APRIL 10, 2014

the marketing automation space is due to grow by 60% this year and reach overall revenues of $1.2 The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations. According to Raab Associates, Inc.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

MARCH 10, 2011

The continuing growth of B2B marketing and marketing automation is indeed good news for those of us in the B2B marketplace. Despite the claim by some that automation is “floundering”, marketing automation is clearly gaining steam and poised for even more growth in 2011.

Work Management 100

Work Management Marketing Management Marketing Automation Services Lead Qualification 100

ANNUITAS

NOVEMBER 17, 2015

Standardization is one of those areas that can make or break any marketing program and impact an organization long-term if not done correctly. This leads me to my next point that standardization will create happy reporting across all your technology systems. Where to start?

Cross-Selling 100

Cross-Selling Eloqua Marketing Automation Services Eye-Tracking 100

ANNUITAS

MARCH 13, 2014

It is a no-brainer – as marketing automation and demand generation continue to mature, the need for well-rounded and experienced demand generation marketers also increases. Solid understanding and practical application of lead management principles. Email marketing experience. Blog Buyer 2.0

Demand Generation 100

Demand Generation Demand Generation Marketing Automation Services 100

ANNUITAS

SEPTEMBER 3, 2020

Yet sales leaders all too often turn to SalesLoft and to sales cadence automation as an antidote for their customer demand and sales productivity woes, and therein lies the problem. Sales engagement software, such as SalesLoft, is only as good as the people, process and content it is meant to enable. That is substantial.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

MARCH 4, 2014

It reminds me of a post I wrote while at Demandbase called Marketing is a Mix Tape which still stands up and speaks to the problem of the perceived “ease” of marketing automation and other marketing technologies. Who is the Marketing Technologist, do we need this role, and what does it really mean?

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ANNUITAS

JUNE 11, 2015

Many marketing organizations have good intentions when it comes to developing their demand generation programs: they want to increase qualified leads, sales opportunities, and closed/won revenue. At ANNUITAS, we call that Demand Process: the proactive management of the demand chain from lead-to-revenue, and from pain point to solution.

Enterprise Management 100

Enterprise Management Planning Work Management Demand Generation 100

ANNUITAS

AUGUST 23, 2011

61% of the respondents recognize lead leakage as a problem within their organizations. In spite of adopting and implementing technology (Marketing Automation, CRM, etc,) to support connecting with the buyer, neither marketing or sales is getting it right. Lead Planning. Lead Routing. Lead Nurturing.

Lead Scoring 100

Lead Scoring Lead Ranking Work Management Lead Qualification 100

ANNUITAS

SEPTEMBER 21, 2010

I’ve recently been involved in an ongoing online discussion regarding marketing automation, lead generation, and lead management (including lead nurturing). The discussion has been focusing on the approach organizations should take in implementing marketing automation. This statement got me thinking.

Top of Funnel 100

Top of Funnel Gartner Forrester Lead Nurturing 100

ANNUITAS

OCTOBER 17, 2010

We are pleased that we were able to catch-up with Andrew Gaffney, Editor-In-Chief of DemandGen Report, an on-line publication that covers B2B marketing and the marketing automation space. We wanted to get his take on all things B2B marketing and what the future holds for this space. Gaffney: Absolutely.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

ANNUITAS

JANUARY 23, 2013

As one can imagine, most of the conversation I had revolved around the content for my presentation, one that focused on Demand Process. For example, during one of my sessions, I asked if anyone was using a lead scoring process. Marketers don’t understand their buyers. The good news? First steps first.

Work Management 100

Work Management Planning Demand Generation Conference 100

ANNUITAS

SEPTEMBER 9, 2011

This was my fourth Dreamforce, and I’d like to offer some observations from the perspective of someone who lives in the B2B marketing & sales space. Observation 1: Salesforce.com is not going to acquire a Marketing Automation Vendor anytime soon. Observation 2: Marketing Automation is Alive & Well.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Marketing Management B2B Thought Leadership 100

ANNUITAS

JANUARY 31, 2014

Yet most marketing organizations today are built in silos with no one in the quarterback role to determine the Demand Generation Strategy. This is the role that makes sure the people, content, process and technology are all enabled for maximum results. the marketing leader, to drive a buyer-centric Demand Process strategy.

Enterprise Management 100

Enterprise Management Marketing Management Demand Generation Marketing & Strategy 100

ANNUITAS

MARCH 11, 2014

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. Marketing technology is a strategic concern. Technology Landscape image via Scott Brinker.

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

JANUARY 4, 2012

The branding and communications focus of yester-year is no longer applicable in today’s B2B buying process. If marketing and sales teams are going to succeed in our new world of B2B marketing, change must happen. I recently went through the process of building a house. So drive and embrace that change!

Work Management 100

Work Management B2B Marketing Marketing Management Planning 100

ANNUITAS

SEPTEMBER 14, 2023

At the conference the marketing automation company, turned CRM company … now turned “Customer Platform” company, revealed more about their platform, including how AI and “Smart CRM” will make their platform more powerful for everyday users. The AI additions are in line with what other CRM and GTM vendors are adding.

CMS Development 130

CMS Development Paid Search Agency Marketing Automation Services Marketing Analytics Tools 130

ANNUITAS

NOVEMBER 22, 2010

As this transformation has occurred, the role of marketing has shifted. Our companies are looking to us to lead the way in the development of content, quality leads, and acquisition strategies. B2B marketers are leading the charge. I have never advocated that technology alone is the answer to ineffective marketing.

B2B Marketing 100

B2B Marketing Planning Budget Programs B2B 100

ANNUITAS

JANUARY 31, 2024

These go-to-market leaders are looking for a quick win — for rapid growth — and this translates into an approach — and a mind-set — that is inherently short-term. GTM team burnout: Engaging one-off, without any sense of continuity or customer journey results in longer-term creative burn-out of go-to-market staff.

Cost 130

Cost Marketing Analytics Tools Top of Funnel Lead Ranking 130

ANNUITAS

MAY 10, 2023

An effective GTM Technology Stack must address: Customer telemetry: Continuous tracking both of customer state – e.g., what buying stage, what lead/opportunity qualification state, current CLV, etc. – A great example is marketing automation, which is perhaps the most misunderstood system in our GTM Technology Stack.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

OCTOBER 1, 2020

It is equally rare, however, that these established personas actually dig into the customer journey and subsequent content consumption during a buying process. Companies define the accounts and market segments they want to go after, but they have no idea how to intersect individuals at those companies that are engaged in a buying process.

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

OCTOBER 26, 2018

Lead Management Strategy. In tandem with content that serves the buyer at every step, lead management works behind the scenes to place leads in the proper “bucket” and dictates how leads are handed off to sales. From lead scoring to attribution to segmentation on the one side, and sales effectiveness on the back end.

Demand Generation 199

Demand Generation Demand Generation Lead Ranking 199