ANNUITAS

JULY 20, 2021

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.” Addressing the different needs of different personas by buying stage. More campaigns mean more data.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

OCTOBER 7, 2020

The latest Gartner Hype Cycle for Digital Marketing maintains ABM platforms sliding down the Trough of Disillusionment, with an estimated 2-5 years until they reach the Plateau of Productivity. Different engagement approaches. This balance between the account and the individual is critical because people are still buying our products.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

MAY 21, 2020

As somebody that has made this mistake myself, attribution models designed to help create trust in data and alignment on performance across different business stakeholders need to be accessible enough that a person from any walk of life or field of study can not only understand it, but wholeheartedly believe in its ability to measure performance.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

FEBRUARY 28, 2022

Nearly the same percentage say the experience a company provides is just as important as the products or services it provides. Not all of those segments will play the same role at different phases. It’s imperative to also ask “who is responsible for the customer at the different stages of their journey?”.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

JANUARY 7, 2019

Why is marketing’s story so different than sales? of our respondents described their CMOs as “Brand, PR and product-focused” while the remainder categorized them as “Demand, sales and revenue-focused.”. Both types of CMOs can have impressive pedigrees, but the difference really lies in how they measure marketing performance.

CMO 164

CMO Demand Generation Business Correlation 164

ANNUITAS

FEBRUARY 7, 2023

Said differently: Are you sticking your head in the sand, or are you innovating? I have had the luxury of building customer journey maps for many different types of companies. Pull in customer success and product teams (and even technical support if applicable). Consider naming a Chief Growth Officer.

Lead Ranking 130

Lead Ranking Peer-to-peer Paid Search Agency Terms and Conditions 130

ANNUITAS

OCTOBER 31, 2023

.’ Once you dig into the details, however, you realize these additions often fall into the following two categories: On one hand, we see a number of tactical end-user productivity enhancements, powered by AI — all focused around use cases that are certainly beneficial, but ultimately won’t be game-changing for your go-to-market.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

AUGUST 4, 2020

They have built personas and they have detailed product marketing plans. Content consumption: We find out how different stakeholders are conducting research. In fact, 58% of content marketers said audience relevance was the largest contributor to success.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

AUGUST 12, 2020

This is a very different view of how marketing and sales is built today, but when we take this approach, we can achieve a critical and relentless focus on buyer outcomes. 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.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

NOVEMBER 2, 2021

Every company will have different actions that indicate a lead is both inside-sales ready and sales-ready, but misalignment between teams is insidious. Doing so will lead to more productive conversations which will, in turn, provide higher quality leads to sales. Who creates an opportunity, sales or inside sales? Build Buy-In.

Top of Funnel 130

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

ANNUITAS

MARCH 4, 2020

Growth Marketing must evolve past optimizing individual tactics and become a discipline of orchestrating the entire marketing, sales and product ecosystem – driving and optimizing enterprise demand – and thus growth. 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

AUGUST 27, 2020

While the specific data that answers these questions differ based on company, industry, and products being sold, there are three phases of information that need to be considered. Firmographic data allows you to identify the potential fit of this organization for your product/service. Are the stakeholders engaged?

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

AUGUST 30, 2018

Why is marketing’s story so different than sales? We refine it a bit more in one of our new content offers called Demand vs. Brand: Cultivating the Revenue-Focused CMO where we describe a revenue-focused marketing team as: Working with the sales team to map the buyer’s journey for your products and services. Lack of Trust in the CMO.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

DECEMBER 4, 2020

Support chats need someone who can look at a customer’s account and be prepared to answer specific questions around their products and/or services (or take them to the right place to get those answers), whereas upsell clients need to be routed to someone who can explain product benefits, costs, etc.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JUNE 25, 2020

Driving a long-term strategic growth plan requires alignment across all organizational business functions – from product marketing, analytics, and sales, to operations and customer success. Buyer feedback on our product was overwhelmingly positive. Not a task for the faint of heart. However, the rewards are big.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

AUGUST 19, 2022

Blending the expertise of marketing, sales, product development and finance, the Chief Growth Officer helps businesses achieve their strategic objectives. Closing Gaps Between Sales, Marketing and Customer Service – Pre-Sale and Post-Sale. Transforming Your Go-to-Market Organization.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

APRIL 29, 2021

An inside-out approach looks like this: You’re taking your product or service and attempting to ‘push it’ on prospective customers. An outside-in approach looks different: Your go-to-market leads with your customers’ pain points. INSIDE-OUT VS. OUTSIDE-IN.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

NOVEMBER 5, 2020

Knowing the difference between a lead and a qualified lead is where most companies fall short. And lastly, the ‘convert’ step aligns with late stage content that addresses product/solution-oriented content and ultimately guides the buyer to sales. Your Content is Reaching the Wrong Audience.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

FEBRUARY 11, 2016

It was a great meetup, as we had Thamina Christenson with the Eloqua Product Marketing team presenting Eloqua’s latest features and future roadmap. It was great to hear about the exciting functionality that Eloqua is now deploying and it was an opportunity to ask questions directly to a member of the Product Marketing team.

Eloqua 100

Eloqua Demand Generation Marketing Automation Services Lead Ranking 100

ANNUITAS

AUGUST 20, 2015

In fact, it looks like even with consolidation by larger vendors, the different technologies will continue to increase in number and the rest may just fall under bigger umbrellas in the future. Marketers may feel like we don’t use many different technologies each day, but we do. How well do we use those different technologies?

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

DECEMBER 2, 2014

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. Of those that do, I find many ask leading questions such as “what did you like about our product that made you choose us?” The combination of the two is what makes the difference.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

ANNUITAS

OCTOBER 17, 2014

Engaging today’s hyper-connected, self-sufficient buyer is a challenge for enterprise companies operating in different markets. They must serve a variety of different audiences with targeted, relevant messages that promote actions, while still remaining true to their brand voice, tone, and thematic, and business goals.

Practices 100

Practices Buyer Personas Multi-Channel Best Practices 100

ANNUITAS

MAY 26, 2015

There are very few circumstances where the key buying drivers of personas differ across verticals. A few weeks ago I was speaking to a CEO of a small business in a completely different industry than my own. Most CFOs grapple with the same challenges, have the same goals and objectives as their counterparts in different industries.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

MAY 13, 2020

People use the word “incrementality” to mean different things. There is no question that marketing plays an important role in the areas of product and brand, which often have ‘soft’ vanity metrics used to assess program impact.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

AUGUST 9, 2016

Quality Assurance (QA) is a vital piece of your production process to ensure you don’t wind up on the next “12 Of The Worst Email Marketing Fails” list. Everyone will find different call-outs and provide you with well-rounded feedback to improve every email. In addition, a second pair of eyes (or a third, or a fourth, or…) is helpful.”

Privacy Policies 100

Privacy Policies Marketing Automation Services Landing Pages Privacy 100

ANNUITAS

SEPTEMBER 29, 2016

Like most complicated questions, the answer is going to be different for every company. Well, as David Lee King said in his blog post of the same name, there is a Big Difference Between Your Social Media & Gary Vaynerchuk’s Social Media. Cut bait and try something different if it doesn’t work.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

FEBRUARY 9, 2016

Whether it’s a new industry, product or technology, there are never two days alike and never a lack of things to learn. The personalities and styles are always different and sometimes, even the culture as we work with global companies. It took a fresh and objective perspective to make me see things in a different light.

Demand Generation 100

Demand Generation Demand Generation Work Management 100

ANNUITAS

FEBRUARY 25, 2020

While your company’s product/service may reach a very specific market, and there may appear to be a significant amount of overlap in the personas, the primary differences should lie in the persona’s role in an organization and how they make/influence decisions for their organization.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

OCTOBER 27, 2016

Ramos and Forrester speculated on a few reasons for the disconnect, positing that ABM is “suffering from an identity crisis” and in many cases has “become no more than just another label for selling products.” Specifically, “… ABM lacks specificity and is applied inconsistently to many different approaches.”.

Account Based Marketing 168

Account Based Marketing Marketing Management Planning ABM 168

ANNUITAS

DECEMBER 11, 2023

The key is to transcend the ‘tactical’ use cases — the opportunities with strong potential for us to get caught up in random acts with short-term productivity gains (or with the potential to take us down a ‘rabbit hole’) — and instead focus on how AI can change our go-to-market game in a repeatable and sustainable way.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

JUNE 14, 2016

“A great landing page can make the difference between a successful email marketing campaign and a wasted opportunity,” according to a recent post on building landing pages that convert by Litmus. There are many different opinions on form length, but generally speaking, the shorter the better. Form Length-.

Landing Pages 100

Landing Pages Ad Building Urgency Marketing Guidelines 100

ANNUITAS

JUNE 17, 2014

While each of these content types is used in Demand Generation, the content in and of itself is different. Organizations need to begin thinking about the content needed for brand, product marketing, promotional marketing, customer marketing, etc. Each of these is unique in and requires specific and unique content.

Marketing & Strategy 100

Marketing & Strategy Marketing Strategy Demand Generation Content Marketing 100

ANNUITAS

JUNE 16, 2016

In business, boundaries are important as well because they help us achieve focused effort and extreme productivity. However, it also significantly impacts IT, executive leadership, finance, customer service, product management and even research & development.

Effectiveness 100

Effectiveness Demand Generation Agencies Work Management Marketing Management 100

ANNUITAS

JULY 21, 2016

As he gets ready to launch the new business next month and I reflect over the past two years of his work I realize that there really aren’t huge differences between enterprise, B2B marketing efforts and startup B2C efforts. T he big and obvious differences in his B2C space are: Social media is a game changer.

Startups 100

Startups Web 2.0 B2B Sales Sales Cycle 100

ANNUITAS

SEPTEMBER 25, 2014

There are very few circumstances where the key buying drivers of personas differ across verticals. A few weeks ago I was speaking to a CEO of a small business in a completely different industry than my own. Most CFOs grapple with the same challenges, have the same goals and objectives as their counterparts in different industries.

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

JULY 30, 2015

It’s important to know the difference between a smart campaign and a smart list, as well as keeping up with all of the new releases that could affect your day-to-day workflows. Groups typically meet each quarter and focus on a different topic each meeting. Get Logical -.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Lead Ranking Automation 100

ANNUITAS

JULY 2, 2015

For example, the fact that you just released a new product is not a “story” that most of your customers are going to be interested in … but I would bet that it’s the story your product marketing team is pushing you to tell.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Google 100