ANNUITAS

SEPTEMBER 7, 2021

They’re risking the user experience by asking prospects for information that has already been given, and prospects feel the friction. Salespeople today spend, on average, one full workday per week researching their prospects. As prospects engage with marketing materials, their interactions are collected and stored.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

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

FEBRUARY 3, 2022

So how can you implement a go-to-market strategy that supports all of these needs without isolating any portion of your prospects? It’s easy to make assumptions about your prospects, your buyer personas, and your target companies, but this approach is counterproductive. By providing a flexible model of engagement.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

NOVEMBER 28, 2023

The company has grown from a simple ‘sales cadence’ and ABM tool for nurturing and building insights around buying committees into a more insight-driven workflow platform that aims to enable more right place, right time engagement for sellers and prospects. In this vein, the company recently announced its latest set of product releases.

Advertising Agencies 130

Advertising Agencies Account Based Marketing API ABM 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

JULY 20, 2021

These efforts target prospects based on unreliable factors, such as title and company, and they randomly push outbound messages. There’s no consideration of where a prospect might be in the buying process (is she ready to buy or just starting her research?) Reaching the right buyer and understanding their behaviors.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

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

FEBRUARY 9, 2021

The customer experience is top of mind in nearly every B2B organization, but most are getting it wrong. According to Salesforce research, fewer than half (49%) of marketing leaders believe they provide an experience completely aligned with customer expectations, and customers agree. Understanding the B2B Customer Experience.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 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. Here’s how: Step 1: Find out where your prospects search for information.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 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

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

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 result is a far richer set of data around every prospect, lead, contact, account, etc.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

APRIL 28, 2020

My colleagues, Jennifer Harmel and Lauren Goldstein, recently hosted a webinar with Adobe and BAI to address this challenge and offer solutions on how to evolve and connect with customers both on and offline. Financial services companies have long relied on sales to do the heavy lifting when it comes to connecting with prospects.

Work Management 165

Work Management Marketing Management Service Paid Search Agency 165

ANNUITAS

FEBRUARY 3, 2020

They come right out and ask how many seats the prospect has. We have to start focusing on customer-centric selling.”. But while most companies understand that they need to increase their personalization efforts, few are taking steps to improve their actual interactions with prospects – especially in the sales department.

Peer-to-peer 173

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

ANNUITAS

JANUARY 19, 2022

That spells out two things: Your prospects are looking for ways to find solutions on their own. Your sales team has a limited window for meaningful conversations with your prospects. You must both provide journeys of self-education and understand what “ready to talk” means to your customers. So how can you accommodate this need?

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 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

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

AUGUST 19, 2020

One of the key ingredients to achieving growth goals in demand marketing has always been the customer experience. Traditional growth marketing focuses on the micro customer experience, because that’s usually enough to push a prospect through a low-risk transaction. So how do you orchestrate the macro customer experience?

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

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

MARCH 21, 2023

4,000 installs and nearly 1,000 high usage customers building engagement on the tool set, powering more than 5.3m New advancements include improved sales routing, to get prospects inside an automated or assisted chat routed to the proper sales rep faster. 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

DECEMBER 4, 2020

Live chat is a growing medium that many companies are turning to as a means to connect with prospects sooner and faster. It makes sense; the medium cuts down the time and steps needed for a successful information exchange between provider and prospect. Customer Support vs. Sales: Live chat strategy should be prepared to handle both.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 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

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 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

NOVEMBER 2, 2021

Train Your Team to Have Meaningful Conversations with Prospects. When inside sales relies on a call script and ignores a prospect’s previous behavior, they are very unlikely to convert that prospect into an opportunity. Because that prospect has been receiving personalized information from marketing throughout their journey.

Top of Funnel 130

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

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. Data can play a critical part in decision making as it provides insights into customer behavior, preferences, and needs.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 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

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

JULY 16, 2020

Marketing interactions align to the customer journey. The approach to enable and support this critical function to be more strategic and complement your customer experience can be achieved in four key steps. A well-orchestrated demand marketing program is a beautiful thing. Lead flow is consistent and predictable.

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

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. Macro trends: This is where we define the major marketplace factors that are driving customer needs. We also need to differentiate these insights.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

SEPTEMBER 24, 2020

Responsive: Evolving customer engagement in healthcare via strategic demand marketing puts the buyer in control of their buying journey by creating an experience that responds to their engagement with both content type and cadence. Evolving Customer Engagement in Healthcare. Harnessing the Digital Customer Journey to Drive Growth.

Demand 113

Demand Top of Funnel Planning Digital Marketing Funnels 113

ANNUITAS

MARCH 18, 2019

Traditional, tactical Demand Marketing activities have led to a state where we fail more than we succeed at meaningfully connecting with (and converting) prospects and customers. Moving to a perpetual, customer-centric Demand Marketing dialogue that improves the customer experience.

Demand 113

Demand Planning Paid Search Agency Webinar Metrics 113

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

FEBRUARY 23, 2021

Instead, a successful demand marketing strategy should be focused on driving outcomes that support business expansion and customer lifecycle. When that’s the case, not only are you wasting money by not fully leveraging your tools, but you also risk doing serious damage to the customer experience. Investing in People is Key.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

MARCH 10, 2023

Not only does it build trust with your audience, it also increases the likelihood that they would be willing to become a customer. Are you looking to bolster your top-of-funnel to draw in new prospects? Thought leadership marketing allows you to position yourself as an authority in your field. What’s the Problem?

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 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. ’ It’s also a necessary evolution.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

JULY 29, 2020

Demand marketing is about cultivating and educating prospects who are engaged, who are in an active buying process, and who are at the right place and time to talk to your sellers about their needs. 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