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Three 2015 Marketing Predictions I Hope Are Terribly Wrong

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Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. Prediction 2: The Gap Between Vendors and Customers Will Continue To Grow. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content.

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Buyers Don’t Care About Your Sales Funnel

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Let’s take a look at today’s sophisticated buyer according to the Demand Gen Report 2014 B2B Buyer Survey: 41% of B2B buyers state they are waiting longer to initiate contact with vendors than in years past. 68% stated the number of sources used to research their purchase has increased.

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ANNUITAS Predicts – How Go-to-market Will Transform in 2024

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GTM leaders are experimenting by chasing ‘low hanging fruit’ in their deployments, which is the approach largely being taken by technology vendors, as well. The top use cases, not surprisingly, are content creation and personalization for GTM activities. Their approach? Lead, follow or get out of the way, as the adage goes.

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Five 2015 B2B Demand Generation and Content Marketing Resolutions

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This means that every interaction from the buyer is met with a response from the vendor, digitally or a via live interaction. When a buyer first engages with your brand, they are not necessarily looking to find the latest enhancements to a vendor’s product. As a buyer engages, the “next step” is to Nurture.

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The (Almost) Lost Art of Listening in Demand Generation

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If they don’t respond to vendor emails at the top of the funnel, make sure your top of funnel content is optimized for search if that’s their preference. There are some personas who use vendor web sites as their go-to source of information. Motivation-.

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You Don’t Know the Buyer, JACK!

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Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. Depending on what study you read, 60-80% of the buying process is done before the vendor community is even contacted. Use secondary research from groups like Forrester and Aberdeen, as well as research that focuses on your industry.

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5 Mistakes Companies Make When Automating Their Marketing

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A recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. They need to be educated, build trust with a vendor and believe the vendor understands their issues before they move on. Taking a tactical versus strategic approach.