ANNUITAS

JULY 21, 2022

Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable. ” In my last piece, I also outlined a new strategy tack.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

DECEMBER 14, 2022

“Throwing campaigns at the wall never works ,” he tried to explain to his friends on the marketing team— Dash, Derek, Parker, Vixie, Collin and Carrie, Donny and Barbie. Besides, perhaps this next round of keyword targeting would work. Meanwhile, Randy was in his office, alone, hard at work. The best part yet?

Marketing Analytics Tools 130

Marketing Analytics Tools Planning Peer-to-peer Ideal Customer Profiles 130

ANNUITAS

AUGUST 21, 2023

And many organizations with sophisticated approaches to CX leverage thoughtful persona and customer story work to fully visualize opportunities and challenges related to CX. Pre-sale DX progresses through Engagement, Nurturing and Conversion of prospects; post-sale DX progresses through Success, Development and Growth of customers.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

OCTOBER 31, 2023

For many, the obvious contenders are content ideation and development for various marketing and sales use cases, as well as chat and sales enablement for prospect and customer conversations. Content personalization works closely with ongoing qualification. What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

SEPTEMBER 28, 2022

Consider these data points: Gallup : “Gallup found that 72% of employees were working on matrixed teams before the pandemic — ranging from ‘slightly matrixed’ employees who occasionally work on multiple teams to ‘highly matrixed’ employees who work on multiple teams every day and have teammates who report to different managers.”.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

JANUARY 31, 2023

I recently re-connected with ANNUITAS CEO, Adam Needles , whom I had worked with in my 451 Group days. In my career, I have been lucky enough to work with customer success, product, and executive teams that valued the type of approach ANNUITAS helps clients take. For me, it’s all about timing, opportunity, scale and impact.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

JUNE 25, 2020

Developing and delivering upon a growth strategy is the most important mandate for a today’s successful CMO. Then COVID 19, racial tensions, new working realities come along and add even more challenging realities. What is the most significant pivot you’ve made (or are in the works of making) to drive growth?

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

AUGUST 12, 2020

Eventually there should be a clear dialogue that spans all engagement channels, both inbound and outbound, and these channels must work together. Given a Conversation Track Architecture, it’s critical to develop a content matrix that assigns groups of content to different stages and tracks of the customer journey. the waypoints.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

SEPTEMBER 3, 2020

Sales cadences are typically parceled out over a fixed number of days and rely on various modes of communication — like email, phone, and social media — to help develop relationships with potential customers and close deals. But systems that are not working together ultimately provide competing views of the customer.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

FEBRUARY 3, 2022

Instead, you need to put in the work to truly understand who your decision makers are. From there, you can start to optimize: work to understand which choices indicate the likelihood to prefer one type of relationship over another. Step 1: Research your buyers to understand their differences.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

OCTOBER 24, 2016

Develop and document your strategy first to make sure you are delivering what your buyer wants. The definition is “to work with internal and industry experts to co-create content for mutual value.” As a leader, you go from working in the business to working on the business. Hire people who compliment your own skill set.

Marketing Budget 124

Marketing Budget B2B Urgency Marketing Work Management 124

ANNUITAS

APRIL 10, 2023

Ultimately, developing a customer journey is only helpful if you do it right. Too often, we come across go-to-market professionals who use mapping out an overly simplified and broad-strokes customer journey as a crutch to avoid the hard work of digging into who their customers actually are. The result?

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

ANNUITAS

DECEMBER 10, 2015

I’ve had some candid conversations with my stakeholders about the efficacy of our current programs and what our most pressing training and development needs for the coming year. Author: Erin Kelley @MsErinKelley Vice President, Professional Development and Training, ANNUITAS. plus looking at opportunities for 2016.

Training 100

Training Resource Management Class Press 100

ANNUITAS

FEBRUARY 3, 2020

For early stage prospects, companies have trained Lead Development Representatives and Inside Sales specialists to follow a script and make as many calls as possible in a day – and they’ve completely missed the mark. Buyer-centric selling is not about quantity, it’s about quality.

Peer-to-peer 173

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

ANNUITAS

OCTOBER 24, 2016

Develop and document your strategy first to make sure you are delivering what your buyer wants. The definition is “to work with internal and industry experts to co-create content for mutual value.” As a leader, you go from working in the business to working on the business. Hire people who compliment your own skill set.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

OCTOBER 24, 2016

Develop and document your strategy first to make sure you are delivering what your buyer wants. The definition is “to work with internal and industry experts to co-create content for mutual value.” As a leader, you go from working in the business to working on the business. Hire people who compliment your own skill set.

Marketing Budget 100

Marketing Budget B2B Urgency Marketing Work Management 100

ANNUITAS

FEBRUARY 28, 2022

Over time, the collected insights will build a stronger view of your customers without compromising the need to nurture and develop your individual relationships. Your efforts need to flow, they need to work together and create a cohesive, enjoyable process. Read more: The Anatomy of a Strategic Demand Marketing Plan.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

JULY 8, 2014

When was the last time, if ever, you had a clear direction for career development with defined goals? If you never have felt that way, or if it’s been a long time since you’ve felt warm and fuzzy about your work situation, I’d take a guess and say that you are probably looking around for a new gig. Graphic Source: CultureAmp.

Customer Satisfaction 100

Customer Satisfaction Training Fulfillment Advertising Benchmark 100

ANNUITAS

JANUARY 19, 2016

We worked hard in sessions but also had scheduled activities for team building that included a rodeo round-up, horseback riding and skeet shooting ( the pictures say it all ). How do you develop one? Can you even develop one? These principals shape what we do, who we hire, how we work and help guide decisions we make.

Act-On 100

Act-On Organization Activities Marketing & Strategy 100

ANNUITAS

MARCH 31, 2016

Whether it is the launch of a program, campaign, product, or instructional how-to’s, as marketers we’ve most likely developed training materials and conducted training sessions for members of our organizations. If you have a good time during the development process, it will translate during the training. Are your materials text-heavy?

Training 100

Training Tips Paid Search Agency Creativity 100

ANNUITAS

AUGUST 19, 2020

That formulaic approach is still widely applied today, but organizations that offer a considered purchase with a long sales cycle are finding that traditional growth marketing isn’t working for them. You probably have some standard data set to work with, probably in your marketing automation tool. you can start connecting dots.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

OCTOBER 15, 2015

Do you value work ethic above all else? It will create more transparency around how they (and you) work.” This is a valuable time to harness that excitement by working together on goal setting, doing so creates space for an ongoing dialogue about job performance. “[O]n Now’s the time to drive that point home. If so, tell them.

Companies 100

Companies Peer-to-peer Ethics Eye-Tracking 100

ANNUITAS

AUGUST 25, 2016

Short, simple questions with a selection of clearly worded responses work best. Once you have the data you need, you then you can develop insights from the data. It is also important to remain consistent with the same questions or similar questions year after year to develop a valid benchmark. Consistency is key-.

Advertising Benchmark 100

Advertising Benchmark Customer Surveys Validation Rules 100

ANNUITAS

JANUARY 5, 2016

Rather than just create more content, B2B marketers need to develop more strategic and relevant content that aligns to their buyers, speaks to their pain points and challenges and addresses each buyer that is part of the buying committee. If marketing is going to be a strategic part of any business, this trend cannot continue.

B2B Marketing 100

B2B Marketing Work Management B2B Marketing Management 100

ANNUITAS

NOVEMBER 10, 2016

Since learning R, I have managed to minimize the ETL necessary for a recurring data project from ten hours of work down to only ten minutes. The moment your data set surpasses 50,000 or so entries, you will be spending more of your time waiting for Excel to load than you will spend actually working.

De-duplication 174

De-duplication Statistics Blogger Course 174

ANNUITAS

MAY 5, 2020

If your current strategy isn’t working, then neither will the person who was hired to support it. What marketing automation platform is currently in place, and how well is it working? The field is ever changing and staying on top of latest developments and trends while actively learning how others are using the tool is important.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

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

MAY 20, 2014

How do you manage working off joint prospect lists? Remember to think just as you would when developing your own Demand Generation Strategy, you need to consider the buyer’s journey and think about who you are messaging to and how you are helping to solve their problems. Who owns the customer? Who owns the account?

Advertising Channels 100

Advertising Channels Advertising Agencies Work Management Marketing Management 100

ANNUITAS

DECEMBER 23, 2014

This worked because customers did not know how to solve their own problems, even though they had a good understanding of what their problems were. The problem is this – in response to needing to live in the 57 percent many marketers are developing content that attempts to define solutions for their customers.

Marketing & Strategy 100

Marketing & Strategy Marketing Strategy Forrester Content Marketing 100

ANNUITAS

MARCH 19, 2020

Website and Nurture are high performers ‘when’ they are working together. For example, a client I was recently working with is in precisely the same situation as many of the readers of this post. Obviously, Website and Nurture are the two highest performing Engagement Channels above, but as with events, there is nuance to consider.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

JULY 29, 2020

The tremendous amount of time and energy spent on these efforts will wind up becoming a perpetual distraction, and the result is that you will continue to fail to develop future pipeline. Yet these immediate, random acts of marketing are unlikely to carry you into the next quarter, next half or even next year. What goes into this blueprint?

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

ANNUITAS

MARCH 3, 2016

I love marketers and work with marketing all the time, but understanding the entire story is the key to success. Q: The TOPO conference is covering everything from sales leadership to sales development. Here are some examples: “Growing and Managing a Global Sales Development Organization” or “The Account-Based Sales Technology Stack”.

Account Based Marketing 100

Account Based Marketing Demand Generation SMB Conference 100

ANNUITAS

MAY 21, 2015

The article quoted Michael Jaschke, CEO of 48Bricks , an ad tech company, as saying, “The premise of trying to model consumer behavior based on massive amounts of data does not work.” In fact, if this is how they believe personas should be developed, they are right, do not waste your time.

Buyer Personas 100

Buyer Personas Buyer's Journey Demand Generation Demand 100

ANNUITAS

DECEMBER 8, 2015

As we head into 2016, organizations should look to pull the foot off the content production pedal and think more strategically about producing content that aligns to the various stakeholders (personas) involved in the purchase process and develop perpetual programs that are relevant to a buyer to Engage, Nurture and Convert. Strategy first.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

MAY 26, 2015

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Now add in the complexity of developing content to five plus buying stakeholders that is specific to their industry.

Verticals 100

Verticals Marketing Strategy Marketing & Strategy Paid Search Agency 100

ANNUITAS

NOVEMBER 5, 2020

At ANNUITAS, we work with our clients to look at several areas when determining the definition of a qualified lead. The key to success when defining all of the above, is that both sales and marketing need to work together to define the criteria and actions that indicate intent.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

AUGUST 30, 2016

Data gets a bad name in the industry, often times carrying the stigma that developing a data strategy or conducting data analysis are difficult. Given that development, big data analytics has now become a field focused on taking massive databases and turning them into actionable insights. They don’t have to be.

Marketing Analytics Tools 140

Marketing Analytics Tools Tips Correlation Sample 140