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

JULY 2, 2020

Managing the timeframe to purchase in a customer’s lifecycle has always been a challenge for financial institutions. In an industry heavily reliant on relationships, the reality is that the B2B banking customer’s buying process is typically long, and rarely linear. You’ve most likely made a customer for life.

Demand 130

Demand Buy Work Management Process 130

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

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.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 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. * This post first ran in July 2014.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

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

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

JANUARY 30, 2024

These include for Salesforce some new Web page designer tools to optimize commerce conversions and reduce returns, as well as new product catalog, referral and loyalty management tools. On the surface, much of these product announcements seem aimed at B2C GTM teams and general retailers.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

NOVEMBER 22, 2023

What does this repositioning mean, and what are some of the product developments Drift is delivering to support this repositioning? This positioning is well-aligned to a key cornerstone of the ANNUITAS Converged Growth model for go-to-market execution — specifically, powering orchestration of customer engagement along the customer lifecycle.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

NOVEMBER 28, 2023

In this vein, the company recently announced its latest set of product releases. Salesloft’s recent product enhancements add to the platform to create an even richer data set for sales users to pull from. In addition, the company has updated its Conversations product, its call recording and transcription offering.

Advertising Agencies 130

Advertising Agencies Account Based Marketing API ABM 130

ANNUITAS

OCTOBER 27, 2023

What is now ‘generally available’ in the platform amounts mainly to productivity improvements for go-to-market professionals, with embedded AI prompts that can automate or remove common steps in common GTM workflows — a tactical improvement to the platform. To move beyond core productivity gains (i.e.,

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 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 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 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

MAY 2, 2023

What I discovered, not to my surprise, is that Salesforce has been very busy building what looks like a top-down Converged Growth tech stack to support the orchestration of engagement across the entire customer journey. 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

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. This is how (tactical) growth hacking for a product evolves into (strategic) growth marketing for the enterprise.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

JANUARY 21, 2020

Or, like nearly three-quarters of businesses, do you succeed because you have a strong product or service? Your customers find what you offer compelling, but you feel like you are constantly experimenting with your sales and marketing formula. “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

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

MARCH 1, 2023

Position Overview Reports to the Chief Executive Officer Core responsibility is to Deliver sustainable and growing top line revenue Consistently and predictably grow the total customer base Grow revenue per customer and reduce customer churn Owns the end-to-end core customer relationship, including DX – pre-sale demand experience Engage > Nurture (..)

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

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

JUNE 25, 2020

And while it’s not easy, I applaud those who have pivoted from storytelling and brand building to driving revenue-focused growth with accountability across the entire customer journey. We understood that cost-savings as well as increased collaboration were going to be key to our customers’ success. Not a task for the faint of heart.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

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

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 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

MAY 31, 2023

He called for a new approach that is more personalized, data-driven, and focused on the customer journey. It seems we have come to a point where the intersection of traditional digital marketing, account-based marketing, and AI/analytics is finally enabling hyper-personalization along the customer journey in some new and exciting ways.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

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. ’ It’s also a necessary evolution.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

AUGUST 4, 2020

.’ Specifically, developing the insights that are needed to understand the customer journey and shape our go-to-market around this journey. They have built personas and they have detailed product marketing plans. Macro trends: This is where we define the major marketplace factors that are driving customer needs.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

JANUARY 31, 2023

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. Additionally, recent research found that only 36% of businesses surveyed believed their sales and marketing efforts were aligned with customer success.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 3, 2022

Just because you’re selling a product that prioritizes the digital workplace, for example, doesn’t mean you should go all-in on Millennial-friendly messaging. Keep in mind: the makeup of your pipeline and customer base may have changed over the past two years as the demographics of the workforce have shifted.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

JULY 20, 2021

It’s not just that they aren’t up to the job of consistently delivering high-quality leads; campaigns can actively drag your marketing and sales efforts down, harm your customer journey, and operate with a negative ROI, making it impossible to create a repeatable framework of success. But this method quickly becomes unmanageable.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 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

AUGUST 12, 2020

It is at this stage that we define the critical customer journey and begin to build the Strategic Demand Marketing Plan. . At Strategy Phase, we translate these insights into a Strategic Demand Marketing Plan in a layered effort, all built on top of the customer journey. . The Strategy Phase. Lead Management Framework.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

NOVEMBER 18, 2020

Thinking back just ten or fifteen years ago, weren’t Google, Facebook and others positioned as free products? These products were supposedly created to help us be more efficient and to foster a sense of community. If you’re not paying for the product, then you’re the product.” And we all remember wondering….but

Ethics 130

Ethics Personalization B2B Opt-out 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

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

ANNUITAS

SEPTEMBER 21, 2018

Moreover, Adobe’s product quality is world class — something that cannot be said for every software vendor that has acquired marketing automation. – Adobe has a strong focus on Customer Experience (CX). – Adobe has a strong focus on Customer Experience (CX). Adobe GETS marketing.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193