ANNUITAS

MAY 13, 2021

Too often MAPs are associated with tactical email nurturing and simple lead qualification — tactical use cases that dominate immature platform deployments. Does it offer a solid integration with Salesforce (or other, leading CRM), including a view into the lead, contact, account and opportunity objects? billion in 2019.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

MARCH 21, 2023

New advancements include improved sales routing, to get prospects inside an automated or assisted chat routed to the proper sales rep faster. As the use cases for chat expands to non-lead generation and to more nurture-based, being able to notify a wider swath of individuals that a pertinent chat is happening is a smart addition.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

NOVEMBER 19, 2015

It’s not enough to know your buyer, create content that maps to their buyer’s journey and create lead management processes to regulate all the moving parts of your demand generation program. To truly create a perpetual demand generation engine that delivers, you have to master velocity too. The answer? Don’t use one number.

Lead Scoring 100

Lead Scoring Lead Ranking Demand Generation Enterprise Management 100

ANNUITAS

JUNE 18, 2015

It’s not enough to know your buyer, create content that maps to their buyer’s journey and create lead management processes to regulate all the moving parts of your demand generation program. To truly create a perpetual demand generation engine that delivers, you have to master velocity too. The answer? Don’t use one number.

Lead Scoring 100

Lead Scoring Lead Ranking Demand Generation Enterprise Management 100

ANNUITAS

APRIL 26, 2011

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. So what are these myths?

Lead Management 100

Lead Management Work Management Marketing Management Lead Scoring 100

ANNUITAS

JANUARY 28, 2014

According to The 2014 Marketing Score Report by PR 20/20 “Organizations are missing opportunities to generate and nurture leads due to enormous gaps in their content marketing programs.”. Demand Generation Program must begin with buyer insights and understanding of the buyers purchase path.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Strategy 100

ANNUITAS

NOVEMBER 10, 2010

Steve is a thought leader in the world of marketing automation and lead management and is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. To dig into this a bit further, it’s first worth exploring what we mean by a marketing qualified lead.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 100

ANNUITAS

NOVEMBER 12, 2015

The best marketers understand that pipeline generation and revenue are more important than lead volume, but volume still plays a role regardless to how success is measured. Demand generation has long been focused on that lead volume number, with lead scoring acting as a governor to regulate the flow of leads to sales.

Account Based Marketing 120

Account Based Marketing Lead Ranking Demand Generation Marketing Qualified Leads 120

ANNUITAS

OCTOBER 31, 2023

The potential use cases for artificial intelligence (AI), especially generative AI (GenAI), in go-to-market (GTM) are perhaps too numerous to count. Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. It means that relying on a salesperson to guide a lead through all stages of the lifecycle is no longer effective. Your sales team has a limited window for meaningful conversations with your prospects.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

JANUARY 30, 2024

On the surface, much of these product announcements seem aimed at B2C GTM teams and general retailers. However, when we look at these innovations from a Converged Growth go-to-market lens, we see a number of potential applications for B2B use cases that drive enhanced post-sale growth endeavors.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

DECEMBER 11, 2014

In working with many clients and speaking with marketing decision makers, here are some of the most important areas I believe CMOs need to show stronger leadership in: Leading Change in Their Organizations. CMOs need to lead their teams and ensure they are appropriating the right amount of budget to skills development and education.

CMO 100

CMO Peer-to-peer Lead Scoring Lead Ranking 100

ANNUITAS

APRIL 17, 2014

And most importantly, your strategy needs to define how you’ll Engage with new prospects, Nurture them to become qualified, and Convert them to sales opportunities. Delivering unqualified leads to sales. Sales screams at marketing for more leads. Marketing scrambles to deliver more leads, any leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

MAY 24, 2016

Everywhere we turn, study after study claims marketing and sales leaders have “already implemented or are planning to implement predictive analytics in the coming 12 months.” A starting place for structuring your demand generation data is building a progressive profiling model. Everybody’s doing it, right? Probably not.

Demand Generation 100

Demand Generation Demand Analytics Lead Ranking 100

ANNUITAS

MARCH 19, 2020

Business leaders and marketing and sales teams are struggling now, more than ever, to not only drive new demand, but to replace the loss of existing demand in the marketplace. Whether it’s trade shows, local events or more intimate sales dinners, in-person interactions are a much relied-upon component of every company’s demand marketing mix.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

JULY 28, 2016

I had a conversation with a prospect today about their demand generation challenges. As is often the case in these discussions, the topic of the sales team came up. This comment is not all too uncommon from what I hear from many marketing department heads who are wanting to transform their approach to demand generation.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

NOVEMBER 10, 2015

Whether you’re more like Ham or Smalls, chances are you’ve had a conversation with sales that included some miscommunication. Whether it’s unfamiliar terminology, information overload or inconsistent rules of engagement, every enterprise marketer has been guilty at some point of creating more frustration than value.

Lead Ranking 100

Lead Ranking Enterprise Management Work Management Lead Scoring 100

ANNUITAS

DECEMBER 15, 2015

We want to know conversion rates, cost per lead, revenue generated and a host of other stats. 76% of content marketers are forgetting sales enablement , according to a study by HubSpot. 76% of content marketers are forgetting sales enablement , according to a study by HubSpot. Handing off leads that go nowhere?

Demand Generation 100

Demand Generation Demand Generation Cost per Lead 100

ANNUITAS

MAY 13, 2020

Both ask the same, fundamental question when analyzing demand marketing budgets: What real sales ‘lift’ am I getting from this spend? Demand Marketing should be held to a clear, high standard of incremental – i.e., ‘net’ – contribution to sales. What do CFOs and CROs have in common? What do we mean by lift? Incrementality.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

JUNE 10, 2020

It is a strategic component of a company’s overall go-to-market motion — complementary to and collaborative with a company’s sales and channel organization(s). Optimizing demand investments against sales outcomes. Orchestrating customer engagement” includes: Educating along the buyer journey.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

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. 1 – Orient Around End-to-End Customer Lifecycle – Pre- and Post-Sale.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

FEBRUARY 23, 2021

When marketing can’t make that transition (or can’t make it fast enough), sales often takes steps to generate demand themselves – distracting from selling and leading to misalignment between the two organizations and confusion around who owns the final number. Increasing Budget Doesn’t Always Equal More Leads.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

JANUARY 6, 2015

Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. This campaign approach leads to a very convoluted buying experience for the buyers. The best news?

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

APRIL 21, 2015

By taking a strategic approach in developing a Demand Generation Strategy vs. a tactical approach, marketers can make a bigger impact in their results. Take a look at both the value of a solid Lead Management Architecture and Lead Management Process: Lead Management Architecture- How Qualified is Qualified?

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation Agencies 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. So how does this ineffective dating mentality map to methods too commonly used in demand generation? of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. So how does this ineffective dating mentality map to methods too commonly used in demand generation? of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

MARCH 24, 2016

It is no wonder that many marketing departments still struggle with demonstrating their value year after year. It is near impossible to demonstrate value when the approach to marketing changes continually – cause and effect. In fact, according to the B2B Enterprise Demand Generation Survey that we here at ANNUITAS conducted, 65.1%

Demand Generation 100

Demand Generation Account Based Marketing ABM Demand 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. So how does this ineffective dating mentality map to methods too commonly used in demand generation? of companies polled in the 2016 ANNUITAS B2B Demand Generation Survey.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

FEBRUARY 26, 2015

There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. Lack of Alignment with Sales. Perhaps the leads sit idle because the sales organization doesn’t know the new process you want them to follow?

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

ANNUITAS

SEPTEMBER 30, 2014

As we go into event season-it’s good to remember that building a Demand Generation Strategy isn’t easy. In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple steps away.

Demand Generation 100

Demand Generation Demand Generation Peer-to-peer 100

ANNUITAS

APRIL 9, 2015

A big challenge we often see in enterprise B2B demand generation programs is the tendency to rely on lead volume as a benchmark for success. The purpose of a demand generation program is to drive revenue, not leads, and the only way to truly measure success is revenue in the form of contribution to pipeline and sales.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation 100

ANNUITAS

OCTOBER 29, 2015

Marketers care about performance perhaps a little more than other professionals because we need to know the success of our programs, amount of revenue driven, conversion metrics, lead scores so we can work hard to optimize everything. However, they struggle on a bigger scale than most.

Advertising Benchmark 100

Advertising Benchmark Relevance Lead Scoring Lead Ranking 100

ANNUITAS

MARCH 27, 2014

In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple step away. Is success on impacting pipeline and generating demand really just a few simple steps away?

Demand Generation 100

Demand Generation Demand Generation Terms and Conditions 100

ANNUITAS

AUGUST 27, 2015

The latest results from the ANNUITAS B2B Enterprise Demand Generation study (due out in September), 54.1% Each year, more and more spend is going to content, yet each year, only a small minority of B2B organizations say they are having success or can accurately measure the value of their content marketing or demand generation spend.

Top of Funnel 100

Top of Funnel Relevance Lead Ranking Lead Scoring 100

ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. What’s wrong with the status quo of siloed teams and random acts of sales and marketing ?

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

APRIL 1, 2014

Nothing really gets accomplished, and chances are, you won’t score many points, let alone win the game. Like a basketball coach, the power user ultimately can train, lead, evaluate, and is dedicated to optimizing the solution in every possible way. It could be that your scoring threshold is set too high.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Lead Ranking Automation 100

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. Ultimately, this data allows you to personalize your marketing efforts, and both nurture and qualify your leads more effectively.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130