ANNUITAS

JULY 28, 2015

Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research. As CMOs are being asked to do more and are required to drive more revenue for their organizations, they must become experts on the buyer to turn the situation around. Activity without insights will not get them there.

Buyer Personas 100

Buyer Personas Demand Generation Case Studies Barriers 100

ANNUITAS

JANUARY 19, 2022

As quoted by ANNUITAS CEO, Adam Needles, “ the lead qualification process should focus less on demographics and firmographics and instead be able to identify sustained buyer engagement and understanding where the buyer is in the buying process.” .

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

MAY 24, 2016

Such a model needs to capture not only core contact and firmographic/demographic information, but also must capture key segmentation information (which may not be firmographic/demographic), as well as behavioral information at a content offer and engagement channel level.

Demand Generation 100

Demand Generation Demand Analytics Lead Ranking 100

ANNUITAS

AUGUST 19, 2020

But while demographic information is valuable, eventually, you’ll need more data to understand behaviors. Once you look at that data (role, company, industry, location, lead/opportunity stage, etc.) you can start connecting dots. We also recommend leveraging Google Analytics to track behavior flow and identify bottlenecks or problem spots.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

OCTOBER 27, 2023

As the Data Cloud and Marketing Cloud become more combined, new activity and demographic data can be utilized to create more dynamic experiences at more personalized levels. Compliance and auditability are an early concern, but the pros may outweigh potential cons in this case.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

DECEMBER 4, 2020

Do you qualify based on demographic data? It’s important to incorporate a data capture model that mimic progressive and accelerator form field data. Does your sales team route leads based on certain factors? Do you score chat interactions the same amount as if someone had filled out an accelerator?

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

APRIL 30, 2015

Taking everything a step further was a common theme at #MME15: moving from counting clicks and page views to measuring high value content; taking your lead scoring model and using a forward thinking predictive model; taking your demographics and digital body language and incorporating big data into the picture.

Lead Ranking 100

Lead Ranking Eloqua Demand Generation Lead Scoring 100

ANNUITAS

JULY 20, 2021

Because most tactical marketing strategies segment their personas demographically with an emphasis on job title. According to a study published by Accenture Interactive , “CMOs … report that of all the individuals they reach with their marketing messages, fewer than 18% are actually in the market for the product or service on offer.”

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

AUGUST 12, 2020

Essentially, our lead qualification process should focus less on demographics and firmographics, and instead prioritize building sustained buyer engagement and understanding where the buyer is in the buying process. . Our Lead Management Framework should then support this dialogue.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

SEPTEMBER 24, 2020

You may also consider demographics in your segmentation. Conducting first-person research and validating it with third-party data will help you segment your audience into the appropriate groups that you can then use to build out conversation tracks.

Demand 113

Demand Top of Funnel Planning Digital Marketing Funnels 113

ANNUITAS

NOVEMBER 5, 2020

The lead qualification process should include demographics and firmographic data, yes, but it should also be able to weight a lead based on where he or she is in the funnel AND the type of content he or she has consumed. . Most companies are still relying on traditional BANT data to qualify all leads. But that’s not nearly enough.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

JULY 21, 2015

actually bodes well for your target demographic; following the implementation of a slight shift in your scheduling, you may see conversion rates soar. Even the simplest analysis of your data can provide you the opportunity to make small changes that provide a big impact.

Analytics 100

Analytics Marketing Automation Services Open Rate Click Rate 100

ANNUITAS

MAY 26, 2016

They should be poised to either truly sell via the phone or to qualify leads that have indicated via their behavior (and corresponding demographic data) that they are at a point in their buying process that they want to have a discussion.

B2B Sales 113

B2B Sales Demand Generation Agencies B2B Work Management 113

ANNUITAS

SEPTEMBER 29, 2016

Another caveat is that any firmographic or demographic breakdown of the prospects was missing from the report. To put it another way, “For IT decision makers, there’s a clear focus on using external sources of information as a source of research, rather than as an aid to decision making.”.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

JANUARY 27, 2015

Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research. As CMOs are being asked to do more and are required to drive more revenue for their organizations, they must become experts on the buyer to turn the situation around. Activity without insights will not get them there.

Buyer Personas 100

Buyer Personas Demand Generation B2B Sales Case Studies 100

ANNUITAS

APRIL 23, 2014

When you dig deep into the demographics of most surveys of this nature, the lion’s share of respondents are from SMBs and startups. That’s why ANNUITAS has launched a study aimed at gaining a better understanding of the Demand Generation strategies used by B2B enterprise organizations.

Demand Generation 100

Demand Generation Enterprise Management Demand Generation 100

ANNUITAS

JULY 10, 2014

This approach not only takes into account the demographics of the buyers, but also their behavior – how they are engaging with your demand generation content. This approach provides a more comprehensive view of the buyer(s) and allows reps to have a more substantial and fluid conversation.

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

APRIL 4, 2012

Valid Response : An inquiry that has been validated as having accurate contact data, within our target demographic and does not have a personal email (Yahoo, Hotmail, Google, etc.).

Lead Ranking 100

Lead Ranking Top of Funnel Marketing Qualified Leads MQL 100

ANNUITAS

SEPTEMBER 29, 2016

Another caveat is that any firmographic or demographic breakdown of the prospects was missing from the report. To put it another way, “For IT decision makers, there’s a clear focus on using external sources of information as a source of research, rather than as an aid to decision making.”.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

AUGUST 28, 2012

The EVP of Sales broke the tie when he stated “if we can get the right demographic criteria and understand how they are behaving and interacting with us, I will leave it to my rep’s to help them build the business case, show the need and help their prospect get the needed budget.”

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

AUGUST 28, 2012

The EVP of Sales broke the tie when he stated “if we can get the right demographic criteria and understand how they are behaving and interacting with us, I will leave it to my rep’s to help them build the business case, show the need and help their prospect get the needed budget.”

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

NOVEMBER 10, 2010

Fit is the demographic and firmographic criteria that define the type of person in the type of organization that generally buys your solutions. To dig into this a bit further, it’s first worth exploring what we mean by a marketing qualified lead. There are two dimensions that make up an MQL, fit and engagement.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 100

ANNUITAS

OCTOBER 12, 2011

In addition to more obvious demographic data, you should also look at buying triggers, behaviors, problems buyers are trying to solve, what roles they serve, etc. This can be done by analyzing marketing, sales, finance and support data you have on the buyer/customer. Look for trends and commonalities among different buyer segments.

Barriers 100

Barriers Marketing Budget Work Management Marketing Management 100

ANNUITAS

FEBRUARY 1, 2011

By taking a look at the demographics and other characteristics of your customer base, you’ll be able to develop a profile (or persona) of your target organization and audience. Segmentation allows you to more effectively gain their attention with your outbound messages, and maintain engagement.

Marketing Management 100

Marketing Management Data Hygiene Ideal Customer Profiles Marketing Automation Services 100

ANNUITAS

OCTOBER 6, 2010

To get the most from lead qualification, emphasize demographic (buyer profile) and behavioral (actions is the buyer taking and how often) data. To quote Tony Jaros of SiriusDecisions at the 2010 Sirius Decisions Summit, “BANT are the four most dangerous letters in B2B marketing.”

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

JUNE 12, 2014

After all, a “qualified” lead that has run the gauntlet of demographic and activity-based scoring from a company that will never, ever buy is not really a lead. Blog account-based marketing Demand Generation Strategy demographic data Engaged lead firmographic data qualified lead'

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

ANNUITAS

MARCH 28, 2023

The idea is to build scalable and perpetual segmentation that is meaningful to the customer journey – vs. merely segmenting in the moment on a static, ‘demographic’ factor. This ‘ethnographic’ journey must be translated into common and scalable tracks of engagement – what we refer to as Conversation Tracks.

Lead Ranking 130

Lead Ranking Marketing Analytics Tools Demand Act-On 130

ANNUITAS

MARCH 8, 2023

Look at the lead funnel and start implementing a multi-step qualification process – one that combines demographics, firmographics, content behaviors and overall intent into a composite ‘readiness’ score. Before working with ANNUITAS, sales were so rouge it was almost impossible to attribute revenue to any particular marketing activity.

Lead Ranking 130

Lead Ranking Top of Funnel Demand Marketing Qualified Leads 130

ANNUITAS

JUNE 6, 2023

For ideal customers, we want to see a combination of engagement, demographic/firmographic fit and lower funnel/intent behaviors to ensure prospects ‘look like’ our ideal and highest CLV customers. We also look at Conversion through the lens of ICP.

Marketing Analytics Tools 130

Marketing Analytics Tools Optimization Elasticity Multi-Touch Attribution 130

ANNUITAS

OCTOBER 9, 2014

After all, a “qualified” lead that has run the gauntlet of demographic and activity-based scoring from a company that will never, ever buy is not really a lead. There is a problem, however, with the account-based marketing approach.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

ANNUITAS

JUNE 30, 2016

There are so many ways to score leads (demographics, account-based activity or engagement channel) that some (22%) don’t even score their leads at all and that won’t help even the best organizations drive revenue.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 24, 2015

There so many ways to score leads (demographics, account-based activity or engagement channel) that some (22%) don’t even score their leads at all and that won’t help even the best organizations drive revenue.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

JUNE 23, 2015

But not those flat one-dimensional demographics-based personas that I see so often. Nearly tied with this reason is the lack of strategic approach. The first step to remedying irrelevance is to go do the work to learn about your buyers. I help clients do this with personas. And not based on only internal thinking.

Relevance 100

Relevance Demand Generation Agencies Enterprise Management Paid Search Agency 100

ANNUITAS

AUGUST 19, 2010

Prior to the campaign,  the marketing and sales organizations collaborate to develop a Lead Qualification Process which defines terms such as “lead” and “qualified”, assigns criteria (demographic & behavioral) to those definitions, and allocates numerical values to the defined criteria (i.e. lead scoring). 

Work Management 100

Work Management Marketing Management Lead Ranking Marketing Automation Services 100

ANNUITAS

APRIL 3, 2014

Leads are typically scored based on activity and demographics, and in some cases channel. It takes a little time to learn the implications of one simple, undeniable fact: not all content is created equal. Consider the typical program, powered and driven by the marketing automation platform of your choice.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100