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

APRIL 19, 2022

On average, customers engage with nine different channels in their buying process before making a purchasing decision. But while customers have had massive changes in their engagement channel preferences, traditional marketing hasn’t kept up. Ask your customers and prospects where they go for information.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

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

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

APRIL 29, 2014

Take a look at five ways to make a change in your Demand Process to drive better results: 1. Appoint a project manager to lead the process. If you don’t have the numbers you need to be able analyze demand generation results and processes holistically, make that goal number one. Evaluate the current processes.

Process 100

Process Lead Scoring Lead Ranking Work Management 100

ANNUITAS

JUNE 4, 2015

While attending the SiriusDecisions Summit a couple weeks ago I was struck by how many technology vendors and speakers were now out there to help marketers find their ideal customers. But in addition to asking ourselves the question, “how or where do I find my ideal customers?” talk to your customers.

Ideal Customer Profiles 100

Ideal Customer Profiles Blast Campaigns Conversion Rate Vendors 100

ANNUITAS

SEPTEMBER 3, 2015

We were invited in to be part of a roundtable discussion on the trends we are seeing in the industry and also discuss the forthcoming book from CEB, The Challenger Customer. Identifying the mobilizers and engaging with them and their other committee members is needed to align content (marketing) and sales to the purchase process.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

ANNUITAS

MAY 3, 2016

Thinking about last week’s Oracle Modern Marketing Experience #MME16, there were three themes that stood out to me – Customer Experience, Digital Transformation and Personalization. He discussed disruption, entrepreneurship, advocacy, and custom experience. Companies that figure this out first will win. Main takeaway?

Personalization 100

Personalization Digital Transformation Enterprise Management Work Management 100

ANNUITAS

NOVEMBER 20, 2014

With end of year around the corner, don’t forget about your customers. I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. – What is the data hygiene process?

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

AUGUST 14, 2012

“ Marketing needs to view sales as their customer! ” How many times have you heard this one? However, the reality is that the most successful marketing and sales organizations have come to understand that they each have the same customer: the B2B buyer. Let me first expose the flaw in thinking that sales is marketing’s customer.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 100

ANNUITAS

AUGUST 14, 2012

“ Marketing needs to view sales as their customer! ” How many times have you heard this one? However, the reality is that the most successful marketing and sales organizations have come to understand that they each have the same customer: the B2B buyer. Let me first expose the flaw in thinking that sales is marketing’s customer.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 100

ANNUITAS

FEBRUARY 7, 2023

Does indecision have you committing a repeated string of ‘ random acts of sales and marketing ,’ or are you taking advantage of this moment to bring cohesion, orchestration and repeatability to your sales and marketing mix across your customer journey? rooting this Engine in customer journey and 3.)

Lead Ranking 130

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

ANNUITAS

JULY 17, 2014

I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. 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.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

NOVEMBER 29, 2023

CMOs should not be obsessed with owning every marketing function possible, building widespread brand awareness or being the steward of customer experience (CX) – approaches that 100% of the time result in juggling too many balls. CMOs must focus on clear results and much-needed value-add.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

DECEMBER 2, 2014

The leading cause of this sentiment is a lack of customer insight. The study reports that 74% of CEOs have “limited insight” into how customers are engaging with their products and what their likes and dislikes are. However, big data alone will not entirely close the gap on customer insights and knowledge. Talk With Sales.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

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. Be Clear on The Customer Challenges You’re Poised to Solve. Are there more or less people involved in the decision-making process? Have your pain points changed? And, what’s changing?

Peer-to-peer 264

Peer-to-peer Demand Validation Demand Generation 264

ANNUITAS

OCTOBER 28, 2010

As seen in the funnel produced by The Annuitas Group (see image at the end of this post), the Lead Planning Process should begin with marketing determining the amount of revenue that they are expected to generate. Once that number is determined (and agreed to by both marketing and sales), the rest of the planning process can continue.

Planning 100

Planning Process Lead Qualification Top of Funnel 100

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

NOVEMBER 15, 2021

Now more than ever, trust is important in the buying process as prospects continue to carefully consider purchases. 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. ANNUITAS Research interviewee.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

MARCH 1, 2023

The financial benefits speak for themselves , but the benefits to process and internal alignment (and employee satisfaction) make naming a CGO a mandate for 2023. As companies look to embody a Converged Growth mindset , a CGO is needed to lead the charge from both a strategic and “day to day” perspective.

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

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. . The Strategy Phase.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

OCTOBER 11, 2023

ANNUITAS has spent the last decade developing its methodology to help go-to-market organizations better orchestrate customer engagement and drive lift to revenue – solving the challenge of go-to-market execution and transforming (often disconnected) go-to-market activities into an optimizable Perpetual Growth Engine.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

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. They include new site designer tools, promotion and loyalty tools, and a new prompt interface that is customer-facing and initially designed for online shoppers.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 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

JANUARY 20, 2023

Done right, an omnichannel experience guides your target customers along each stage of the buying process, meeting them where they are, with the right message, and at the right time. Does your company have a presence in the channels your potential customers are using? But of course, doing it right is easier said than done.

Top of Funnel 130

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

ANNUITAS

FEBRUARY 24, 2023

In an ‘uncertain’ marketplace, the greatest challenge lies in driving and converting demand – i.e., being in the right place, at the right time, with the right message and solution and the right motion to turn a prospect into a customer and turn an existing customer into a “customer for life.”

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

JANUARY 31, 2023

The potential to collaborate around this opportunity and bring successful solutions and best practices to a broader marketplace in the process. In addition, so many businesses have placed the customer at the heart of a lot of processes, but strangely NOT at the heart of the go-to-market journey. We are at a unique moment.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

NOVEMBER 14, 2022

In fact, according to a McKinsey study of 899 companies, the global average amount of digital customer interactions jumped from 36% to 58% from December 2019 to July 2020. Technology cannot help you if it’s slapped on top of poor strategy and processes— in fact it may even make things worse and cause unneeded stress on your teams.

Digital Transformation 130

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

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. This is the process through which B2B pain points are understood and matched to solutions.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 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. This is still a very new process today, and somewhat manual.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

SEPTEMBER 7, 2021

The ability (or inability) to quickly translate a prospect’s needs into a solution can make or break an opportunity and with the patience for bad customer experiences running thin , there is no room for error. The process of finding the most meaningful behavior is collaborative, but at the end of the day it should be owned by marketing.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

SEPTEMBER 7, 2021

The ability (or inability) to quickly translate a prospect’s needs into a solution can make or break an opportunity and with the patience for bad customer experiences running thin , there is no room for error. The process of finding the most meaningful behavior is collaborative, but at the end of the day it should be owned by marketing.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

MAY 13, 2021

But in an enterprise environment, MAP is literally a keystone element – underpinning Enterprise Demand Process and enabling marketing and sales systems (and their data) to successfully operationalize go-to-market around customer journey. ADOPTING ENTERPRISE DEMAND PROCESS. You can download this ANNUITAS|research report here.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

AUGUST 4, 2020

This week, as we dive deeper into the anatomy of a Strategic Demand Marketing Plan , we introduce you to the first step in our process: the insight phase. ’ Specifically, developing the insights that are needed to understand the customer journey and shape our go-to-market around this journey. The Insight Phase.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

FEBRUARY 3, 2022

All three groups have distinctly different levels of comfort around digital interactions and distinctly different preferences for how they want to progress through the buying process. When it comes to accommodating generational divides in the buying process, most companies fall into one of three categories. This presents a challenge.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

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 19, 2022

That doesn’t mean that salespeople are no longer a valuable part of the buying process. You must both provide journeys of self-education and understand what “ready to talk” means to your customers. Conversation tracks translate customer targeting and segmentation into a viable, repeatable conversation thread by customer journey stage.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130