ANNUITAS

NOVEMBER 14, 2022

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. . Before jumping into digital transformation, do an internal audit on how aligned your go-to-market is to your customer.

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 130

ANNUITAS

FEBRUARY 28, 2022

Companies are not seeing the success they anticipated because they’ve failed to recognize that ABM should be about building a customer-centric experience that reaches the right buyer, at the right time, with the right information. How ABM Can Improve Customer Experience. So how can we improve the customer experience in ABM?

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

FEBRUARY 24, 2023

I’m excited to introduce a new offering from ANNUITAS — one that is not only timely, but also helps companies address the #1 business challenge that they face today. Helping them to get back to Growth and to scale it strategically. You have done (some) customer journey work.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

MARCH 21, 2023

4,000 installs and nearly 1,000 high usage customers building engagement on the tool set, powering more than 5.3m The addition fosters a Converged Growth mindset , allowing for improved engagement in more post-sales phases of the customer journey. Let’s dig in to these new and advanced features. conversations to date.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

OCTOBER 5, 2023

As generative AI is still a new concept, businesses might not want to automate the follow-up actions derived from AI just yet, nor provide AI with direct access to customers. Einstein 1 Copilot provides a generative AI prompt inside every Salesforce screen, in this example providing recommended action to a customer via a human-assisted chat.

Marketing Analytics Tools 130

Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

NOVEMBER 15, 2021

We were seeing this even before COVID: customers had gotten less and less likely to approve travel budget. Our sellers aren’t out visiting customers—everyone is doing inside sales. Between self-service information and quick calls between reps and prospects, inside sales helps you focus on the right leads without a long lead time. ?

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

AUGUST 21, 2023

Executives — who have a fiduciary responsibility not only to optimize their budgets, but also to dig into the root cause of performance challenges — miss the mark by attempting to optimize commercial execution through the lens of Customer Experience (CX). And of course, CX is a requisite for customer growth and for customer advocacy.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

APRIL 9, 2020

Today more than ever, a pivot is essential, as sales and marketing leaders, to address the changes in how we connect to our buyer and customers. Here are four ideas to help jumpstart your pivot and help you thrive in this change. Here are four ideas to help jumpstart your pivot and help you thrive in this change.

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. The approach is to operationalize go-to-market around customer lifecycle. This results from a.)

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

DECEMBER 14, 2022

He had a vision of a go-to-market strategy that would transform marketing forever; one where sales and marketing were converged, every piece of marketing was mapped and tailored to a detailed customer journey, and the entire strategy was built to engage, nurture, and convert. Next comes rethinking sales, marketing, and customer success teams.

Marketing Analytics Tools 130

Marketing Analytics Tools Planning Peer-to-peer Ideal Customer Profiles 130

ANNUITAS

NOVEMBER 22, 2023

The goal of this re-positioning is to be less about powering transactional conversations, and more about driving personalized experiences with the right people, in the right place, at the right time along the entirety of the customer lifecycle. This is a smart move for Drift.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

MARCH 4, 2020

It has brought focus to both customer experience and revenue outcomes – and the relationship between the two – and resulted in growing attention to the science of optimizing conversion. In a Strategic Demand state, business growth is built around and adaptive to customer critical path, not interruptive tactics.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

SEPTEMBER 28, 2022

These models largely focus on management and reporting structure and represent an ‘inside-out’ view of engaging with customers – organizations designed to optimize functional operations, not to maximize customer engagement. In either case, the goal is for them to be driven by the needs of the customer segments being served.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 16, 2023

53% of CEOs cite growth as a top business priority, ahead of profitability, customers and product improvements,” notes Vista Equity Partners. However, as we zoom out and look at the end-to-end customer lifecycle, it becomes clear that what the majority of CMOs and CROs focus on is not always all encompassing of end-to-end “growth”.

Lead Ranking 130

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

ANNUITAS

JULY 21, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles. field sales” or “online marketing”), these teams are organized around customer lifecycle stewardship. 1 – Orient Around End-to-End Customer Lifecycle – Pre- and Post-Sale.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

MARCH 1, 2023

This Position Description Can Help Your Search appeared first on Annuitas. The post Searching for a Chief Growth Officer for Your Business?

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

OCTOBER 31, 2023

Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools. Are you ready to just let AI loose on your customer targeting and dialogue without significant human intervention? What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

OCTOBER 9, 2023

This set the stage for why we need to embrace a new “Go-to-Market Operating System” that better orchestrates customer engagement and that optimizes what he referred to as Demand Experience (or “DX”) – vs. CX — across the entirety of the pre-and-post sale customer journey.

Marketing Analytics Tools 130

Marketing Analytics Tools CMO Multi-Channel Act-On 130

ANNUITAS

OCTOBER 27, 2023

Salesforce’s longer-term vision, however, is strategic — with the company eyeing a model where AI powers a more seamless, multi-channel (and multi-persona), full journey orchestration of customer engagement. to help the customer along their journey. To move beyond core productivity gains (i.e.,

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

MARCH 19, 2020

Replacing this Engagement Channel will be tricky, but ANNUITAS has several recommendations based on our demand marketing experience – and a review of our aggregated client data across multiple programs – that can help fill the gap. Show respect and ‘help’ buyers find what they are looking for. Focus on Insight.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

FEBRUARY 3, 2020

We have to start focusing on customer-centric selling.”. More importantly, how can we frame a conversation that convinces our buyer that we understand who they are and how we can help? In other words – how can we become customer-centric sellers? What information is most helpful as you’re researching new solutions?

Peer-to-peer 173

Peer-to-peer Work Management Marketing Management Sales Qualified Leads 173

ANNUITAS

MAY 2, 2023

I wanted to get an understanding of their vision and see how the overall portfolio was aligning with its go-to-market tool set to help support a Converged Growth model for enterprise users. The additions align well with a full journey engagement mindset. Marketing Cloud now offers native WhatsApp integration.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

APRIL 29, 2021

You have done (some) customer journey work. You are still failing to connect your prospective customers with the right content, in the right channel at the right time. An inside-out approach looks like this: You’re taking your product or service and attempting to ‘push it’ on prospective customers.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

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. Does your company have a presence in the channels your potential customers are using? What does this word mean?

Top of Funnel 130

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

ANNUITAS

FEBRUARY 25, 2020

During an increasingly competitive time in the digital marketing landscape, it can be easy to get lost in the ever-changing trends and customer needs in the B2B space. However, at least one trend is overwhelmingly clear, and has been for some time: B2B customers expect tailored content. So what does this information tell us?

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. For the record, SalesLoft is a respected provider of sales engagement software.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JUNE 10, 2020

Here is a modern, functional definition for Demand Marketing: Demand Marketing is the discipline through which companies 1) orchestrate customer engagement and 2) provide lift to pipelines. Orchestrating customer engagement” includes: Educating along the buyer journey. Mad Men tactics were able to persist in a nascent Web 1.0

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

DECEMBER 4, 2020

But when thinking about implementing a chat tool, the thing companies are missing is how to incorporate live chat into an orchestrated customer journey. Customer Support vs. Sales: Live chat strategy should be prepared to handle both. To succeed, you must integrate chat with Demand Process to orchestrate engagement through the funnel.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MARCH 8, 2022

Customers are becoming increasingly comfortable using chat and oftentimes prefer chat to an email or online form. That definition is different for everyone, but generally it means that you’re not driving increased revenue through chat and the tool is doing very little to enhance the customer experience.

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

JANUARY 21, 2020

Your customers find what you offer compelling, but you feel like you are constantly experimenting with your sales and marketing formula. Start by considering these questions: Do you find that engagement with your Ideal Customer Profile is haphazard? “More businesses will shift to a customer-led growth mindset in 2020.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

OCTOBER 15, 2020

But these vanity metrics are problematic, as they don’t demonstrate a real impact on pipeline lift or customer engagement. While these tools are powerful, they’re almost always underutilized, blasting outbound emails in a series of campaigns as opposed to orchestrating engagement via a digital customer journey. .

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. You must both provide journeys of self-education and understand what “ready to talk” means to your customers. For more on this, read our guide to operationalizing go-to-market strategy around the customer journey.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

MARCH 10, 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. Provide genuine opinions on the subjects that people find helpful. What does it mean? What’s the Problem?

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

JULY 29, 2020

Here is the definition laid out in another, recent blog post : “Demand Marketing is the discipline through which companies 1) orchestrate customer engagement and 2) provide lift to pipelines. Strategic demand marketing is about driving buyer dialogue based on the customer’s place in his/her buying journey.

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

ANNUITAS

MAY 21, 2020

Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component. Marketing Attribution models are essential for helping define at all levels of the business what marketing investment is translating into growth.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

OCTOBER 7, 2020

In what could be called in classic early 2000’s style, ‘Customization Gone Wild,’ portals burst onto the scene with options for marketers to create a custom experience for customers or high value prospects. More facilitated or customized customer journeys. More facilitated or customized customer journeys.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147