ANNUITAS

JULY 28, 2016

Demand generation, when done right, is a discipline that both marketing AND sales must be a part of developing if it is going to be successful. It seems absurd and overly simple, but the number of marketing departments that do not include their sales departments in the development of a demand generation strategy is quite large.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

APRIL 19, 2016

At ANNUITAS we define Demand Generation Strategy as a process that is perpetual, holistic and buyer-centric that aligns People, Process, Content, Technology and Data. So, on this Tuesday after the 120 th running of the Boston Marathon, remember that developing a Demand Generation Strategy is a marathon, not a sprint.

Demand Generation 100

Demand Generation Buyer Personas Demand Distribution 100

ANNUITAS

JUNE 9, 2016

Knowing what external triggers impact buyers (CEO, VP of marketing, HR department, board members or Chief Privacy Officer) in the healthcare example above helps marketers develop insights into buyers. Ask them what they read, when and how they prefer to consume content, what events or circumstances pushed them into a buying process, etc.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

ANNUITAS

APRIL 8, 2014

. - 34% said the number of team members involved in the buying process has increased in the last year. - 68% of buyers have increased the number of sources they use in evaluating a purchase. It means truly understanding all there is to know about your buyer including: Their Path to Purchase.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

ANNUITAS

JULY 31, 2014

The reason they fail is they do not take into account the purchase cycle of the buyer, which moves the thought process to a programmatic approach, and not a series of disconnected tactics. of respondents stated that their Demand Generation teams are responsible for the development of buyer personas.

Webinar Metrics 100

Webinar Metrics Marketing Strategy Marketing & Strategy Buyer Personas 100

ANNUITAS

FEBRUARY 27, 2014

Instead, they purchase some type of marketing technology, load up a list, blast a few emails and call it a strategy. You cannot purchase Marketo or Pardot or any of the other multitude of solutions available and expect to suddenly see a tremendous increase in the volume or quality of leads. This is far from what should be happening.

Demand 100

Demand Webinar Metrics Buyer Personas Marketing & Strategy 100

ANNUITAS

MAY 17, 2016

Often times your sales or marketing team will pressure you to purchase a list. The advice Chris gave the group was that if you have to purchase a list, he recommended sending 10% of the list over a 30 day span and then evaluate the engagement post-send. If you have high engagement, then send another 10% of the list. If not, ditch it.

Deliverability 100

Deliverability CAN-SPAM Eloqua Privacy 100

ANNUITAS

FEBRUARY 10, 2015

This is not simply the development of a persona that so many organizations have that highlights “Jim the IT Director” who likes cars, has 2.5 An investment in skills development. The foundation of any successful lead generation program is understanding the buyer. kids and makes an annual salary of $135,000 a year.

Demand Generation 100

Demand Generation Marketing & Strategy Forecasting Lead Generation 100

ANNUITAS

JUNE 24, 2014

What are the various personas who are involved in the buying process at your ideal customer? In the March 31, 2014 blog post by Tony Zambito, he shares his view on why CMOs should care about buyer insight and buyer personas. When developing a strategy, do not focus on the tactics or channels first. What do they read?

Demand Generation 100

Demand Generation Demand Ideal Customer Profiles Buyer Personas 100

ANNUITAS

APRIL 10, 2014

A white paper is developed and marketing decides to launch a “campaign” around the white paper. Taking a strategic approach reverses this and puts the buyers squarely as the focus and causes organizations to align around their buying process. Putting product content in at the Engage stage of the buying process means nothing to a buyer.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

DECEMBER 8, 2015

They currently needed a new marketing automation system, had no true insight into their buyers, no vision into the lead-to-revenue process and little in the way of content. She explained to me that their organization was in dire need of a demand generation overhaul. This will never work as technology is not, nor never will be, a strategy.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

FEBRUARY 28, 2011

y ou should concentrate your efforts on the middle of the pyramid, on prospects that were referred to you by a trusted source – ideally your own satisfied customers – as well as prospects who have developed a relationship with your brand but have not yet purchased, and those who consider you to be a recognized expert in the field.

Top of Funnel 100

Top of Funnel Lead Ranking Marketing Qualified Leads Buying Cycle 100

ANNUITAS

JANUARY 8, 2015

Marketing automation is not a one size fits all approach and each implementation must be done to align with the current business systems and processes currently in place. How will you handle contacts that come into your Demand Generation program that do not fit your ideal buyer persona? Will other systems be integrated into your MAP?

Marketing Automation Services 100

Marketing Automation Services Resource Management Marketing Automation Work Management 100

ANNUITAS

FEBRUARY 9, 2012

The most important thing to note is that your success with content marketing is predicated by how well you know your target market(s) and/or personas. Where storytelling makes the difference is when the stories are designed with your buyer or persona as the hero of the story working to solve a business problem.

Interactive Marketing 100

Interactive Marketing Work Management Marketing Management Emarketing 100

ANNUITAS

DECEMBER 2, 2014

How did each member of the committee view this purchase? What steps did you take through the buying process? his should be a common occurrence between marketing and sales as it will provide another dimension to the persona that marketing is developing. Do The Research.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

ANNUITAS

JANUARY 25, 2022

Research shows that the buying process involves many more people than it did just 10 years ago. Gartner reports that the average complex B2B purchase involves 11 individual stakeholders—and that sometimes flexes up to nearly 20 people. Requirements builder: “What exactly do we need the purchase to do?”.

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 4, 2014

Workflows and approval processes are disorganized and ineffective. A content audit is essentially an inventory that identifies every single content asset your organization has published, where that content lives, what themes and personas it addresses, and whether or not it’s still relevant. Conduct a Content Audit.

Enterprise Management 100

Enterprise Management Planning Work Management Marketing Management 100

ANNUITAS

FEBRUARY 20, 2014

How to start the writing process when you don’t know where to begin? Aspire to hit it out of the park, but don’t let it hinder your process. Not all information can be presented via a cool infographic no matter how much we as marketers want to develop one. That is just an editorial calendar. Then keep writing.

Eloqua 100

Eloqua Content Buyer Personas Buying Cycle 100