ANNUITAS

DECEMBER 23, 2014

In their 2012 study End of Solution Sales , the Corporate Executive Board (CEB) revealed that 57 percent of a typical B2B purchase decision is made before a customer even talks to a supplier. This requires more than just pumping out content to fill various channels which 57 percent of marketers do “all the time” according to Forrester.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Forrester Content Marketing 100

ANNUITAS

AUGUST 5, 2014

68% stated the number of sources used to research their purchase has increased. 34% of B2B buyers have seen an increase in the number of team members involved in the purchase process. Suppliers have 12% of the buyers total mindshare across the entire purchase path. Author: Carlos Hidalgo @cahidalgo CEO and Principal, ANNUITAS.

Top of Funnel 100

Top of Funnel Forrester Marketing Funnels B2B Sales 100

ANNUITAS

FEBRUARY 4, 2014

When lead nurturing is developed from a tactical “campaign” perspective i.e. a one-time event, it eliminates the ability to align the program content to the buyers purchase path. It also does not take into account the next action the buyer will take in their purchase path, leaving a gap – as seen below. 4 The impact?

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

JULY 16, 2015

According to a 2015 blog post by Forrester analyst, Lori Wizdo , B2B Buyer Journey Mapping Basics , 74% of buyers report conducting half of their research online before buying offline. And the numbers can be even higher with a large enterprise purchase involving buying committees. Does that warrant a call?

Buyer's Journey 100

Buyer's Journey Customer Satisfaction Buyer Intent Forrester 100

ANNUITAS

JANUARY 6, 2015

As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated. Ensuring that specific content is created to Engage, Nurture and Convert along the buyers purchase path (currently only 28.3%

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

MARCH 19, 2013

Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. What steps does the buyer take when purchasing my product or service? The days of creating a buying cycle consisting of “Awareness – Interest – Evaluation – Justification – Purchase” are gone.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 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.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100