ANNUITAS

JULY 10, 2014

About two years ago I wrote a blog post on Why BANT No longer applies for B2B Lead Qualification. Given the environment in which we live as B2B Marketers, BANT (Budget, Authority, Need and Timeframe) is not a trustworthy indicator of the qualification status of the leads. BANT is not Aligned to a Buying Process. “I

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

JULY 15, 2014

It’s as as inevitable as death and taxes…marketing and sales misalignment. In fact, it’s not uncommon for marketing personnel to have never even met one of their sales representatives, much less had a conversation regarding common goals and beliefs. Leads” are rejected. Content is ineffective.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

APRIL 10, 2014

Here are five common mistakes organizations make when automation their marketing and how they can fix them to get more value from their technology investment, as well as a better return on their demand generation. A white paper is developed and marketing decides to launch a “campaign” around the white paper.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

DECEMBER 23, 2016

Your papers and brochures may do a fantastic job of describing the benefits of your solutions, but if you have not established that you are a trusted advisor that understands the buyer they may be hesitant to invite you to the table. The “SPIN” in SPIN Selling stands for S ituation, P roblems, I mplications, and N eed payoff.

Top of Funnel 100

Top of Funnel Content Marketing Advertising Agencies Content 100

ANNUITAS

SEPTEMBER 18, 2014

An increase in leads captured? Who cares, if they can’t be directly attributed to the content, or if they don’t turn into leads that sales is interested in or that can be tied to revenue. Author: Jason Stewart @jstewart_1 is Vice President, Demand Generation, ANNUITAS. Who cares, if those visitors don’t convert.

Content Marketing 100

Content Marketing Planning Content Demand Generation 100

ANNUITAS

FEBRUARY 2, 2016

Your papers and brochures may do a fantastic job of describing the benefits of your solutions, but if you have not established that you are a trusted advisor that understands the buyer they may be hesitant to invite you to the table. The “SPIN” in SPIN Selling stands for S ituation, P roblems, I mplications, and N eed payoff.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

ANNUITAS

MARCH 11, 2014

In their recent white paper called The Marketing Technologist – A New Role For The Modern B2B Marketing Organization marketing technology personalization platform Demandbase makes a good case as to why the marketing technology stack needs to be owned by marketers. Marketing technology requires speed and flexibility. Or does it?

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

OCTOBER 6, 2010

Lead nurturing is a hot topic right now. It seems that most of my recent conversations with prospects, customers and others in the B2B marketing industry are centered on lead nurturing. My personal experience is that marketers definitely want to (and in some cases, are planning to) deploy lead nurturing of some kind.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

MARCH 26, 2020

Most B2B companies have inefficient sales and marketing motions. They succeed ‘in spite of’ their sales and marketing investments, not because of them – spending much of their time and resources on ‘random acts of marketing.’ . That’s a lot of wasted investment. That’s a lot of ‘wrong place, wrong time’ programs.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Demand Generation 162

ANNUITAS

AUGUST 4, 2015

We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We We can’t keep up with all the campaign requests we get from sales.”. “We We have white papers for every buying stage, but we just can’t get enough people to download them.”.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

ANNUITAS

OCTOBER 13, 2015

Our 2015 B2B Enterprise Demand Generation study results will be published this week, so this is relevant to run this post again. In the recent ANNUITAS B2B Enterprise Demand Generation Study , only 20.9% In the recent ANNUITAS B2B Enterprise Demand Generation Study , only 20.9% Sales isn’t wrong.

Enterprise Management 100

Enterprise Management Content Lead Scoring Lead Ranking 100

ANNUITAS

JUNE 30, 2016

Modern Marketers know it’s important to score leads and that lead scoring is a well known best practice. However, not all lead scoring programs will do the job and in fact, some can actually harm your demand generation efforts if not developed correctly. Your data will guide you in how to build lead scoring.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 24, 2015

Modern Marketers know it’s important to score leads, and lead scoring is a well-known best practice. However, not all lead scoring programs will do the job and in fact, some can actually harm your demand generation efforts if not developed correctly. When developing a lead scoring program, look at your data first.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

OCTOBER 9, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. I must be a “hot lead” in more systems than I can count, and I am sure I am not alone.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

ANNUITAS

JUNE 12, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. I must be a “hot lead” in more systems than I can count, and I am sure I am not alone.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

ANNUITAS

DECEMBER 18, 2014

In the recent ANNUITAS B2B Enterprise Demand Generation Study , only 20.9% In the recent ANNUITAS B2B Enterprise Demand Generation Study , only 20.9% Sales isn’t wrong. The problem is that you can’t trust responses to that content to be indicative of a prospect’s desire to engage with sales.

Enterprise Management 100

Enterprise Management Lead Scoring Lead Ranking Content 100

ANNUITAS

JANUARY 29, 2015

Today’s modern marketers struggle to maximize every piece of content, drive the highest conversion rates possible, increase velocity of opportunities through the sales funnel and of course, drive more revenue. The secret is in developing a buyer-centric Demand Generation Strategy. Did you conduct interviews of the sales team?

Enterprise Management 100

Enterprise Management Demand Generation Buyer Personas Top of Funnel 100

ANNUITAS

APRIL 3, 2014

Most lead scoring models fail — at least initially. Leads are typically scored based on activity and demographics, and in some cases channel. In most cases, sales is brought in to brainstorm with marketing on the factors involved in the scoring program. and the program is launched.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100