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

DECEMBER 23, 2016

Skimping on design and creative: Throwing your new white paper into your old template and relying on stock photos may be easy, but will do nothing to help your content stand out. Getting an outsider’s take on what your company brings to the table can be a creative exercise that will pay dividends in the long run.

Top of Funnel 100

Top of Funnel Content Marketing Advertising Agencies Content 100

ANNUITAS

JANUARY 21, 2016

B2B marketers need to understand how to approach demand generation strategically, and the first step is identifying the aspects of your demand generation efforts that aren’t delivering meaningful business outcomes. The problem with being a tactical marketer is that it doesn’t typically drive perpetual revenue.

Tactics 100

Tactics Top of Funnel Demand Generation Buyer Personas 100

ANNUITAS

JANUARY 7, 2016

I spent long hours engaged in online courses and reading any and every article, eBook, or white paper that detailed how to be the best-of-the-best. Strategy is Key – Without a solid Demand Generation Strategy, no marketing team in the world can be successful. Happily ever after, right? Embrace technology – it’s not going away.

Ad Building 100

Ad Building Marketo Trade Show Marketing Automation Services 100

ANNUITAS

FEBRUARY 2, 2016

Skimping on design and creative: Throwing your new white paper into your old template and relying on stock photos may be easy, but will do nothing to help your content stand out. Getting an outsider’s take on what your company brings to the table can be a creative exercise that will pay dividends in the long run.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

ANNUITAS

AUGUST 16, 2016

I spent long hours engaged in online courses and reading any and every article, eBook, or white paper that detailed how to be the best-of-the-best. Strategy is Key – Without a solid Demand Generation Strategy, no marketing team in the world can be successful. Happily ever after, right? Embrace technology – it’s not going away.

Ad Building 100

Ad Building Trade Show Marketing Automation Services Marketo 100

ANNUITAS

SEPTEMBER 18, 2014

Let’s be real … the skills required to effectively create and analyze the data associated with a marketing campaign (across multiple, disparate systems that are not always integrated) are not the same as the skills required to create interesting, relevant blog posts and white papers that tell a good story.

Content Marketing 100

Content Marketing Planning Content Demand Generation 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

APRIL 20, 2020

Whether it’s a social media post, email copy, ad copy, blog post, white-paper, or ebook, your team is going to spend hours making sure the finished piece is polished. Sixty percent (60%) of marketers create at least one piece of content per day and it takes, on average, 1-4 hours to write a blog post.

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

SEPTEMBER 29, 2016

Understand that “building a presence” involves more than simply posting blog articles or white papers, and try to create an unbiased source of educational information to serve the needs of the buyer. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

JULY 10, 2014

BANT Does Not Support a Perpetual Demand Generation Approach . When organizations think about Demand Generation they need to begin to think in terms of building a perpetual program as opposed to tactical campaigns. One of the key objectives of demand generation is to provide quality leads to sales.

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

SEPTEMBER 1, 2015

According to recent articles and blogs the best approach to a B2B demand generation program is mono-channel. Companies need to begin looking at holistic demand generation that encompasses the full buyers journey and design their organizations accordingly. This needs to change. However, this should come secondary.

Advertising Channels 100

Advertising Channels Multi-Channel Peer-to-peer Word of Mouth 100

ANNUITAS

JULY 15, 2014

If the marketing organization is producing lovely, glossy, well-written white papers and collateral without talking to the sales organization, how does marketing know whether or not the content is actually assisting sales or converting prospects to customers? Content is ineffective. Lack of respect.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

JULY 29, 2014

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO. Author: Jason Stewart @jstewart_1 VP of Demand Generation, ANNUITAS.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

ANNUITAS

SEPTEMBER 29, 2016

Understand that “building a presence” involves more than simply posting blog articles or white papers, and try to create an unbiased source of educational information to serve the needs of the buyer. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation 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.

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

MARCH 26, 2020

Only 21% said they are aligned with their sales counterparts in developing and measuring demand generation programs. It’s fair to say that traditional, tactical demand generation activities have led to a state where we fail more than we succeed at meaningfully connecting with (and converting) prospects and customers.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Demand Generation 162

ANNUITAS

OCTOBER 6, 2010

Their reporting showed they were generating 4,000 leads per month and they knew the majority of these had to be nurtured rather than being sent to sales. Every time a person took a marketing action (download of a white paper, filled out a form, registered for an event), they were entered into the CRM system as a new lead.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

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 have white papers for every buying stage, but we just can’t get enough people to download them.”. Early stage buyers may not rush to download your 20-page white paper, as beautifully written as it may be.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

ANNUITAS

JUNE 30, 2016

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. Often times marketers score certain types of content (white papers and case studies) with higher value than other types (eBooks or product sheets). It depends on data too.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 24, 2015

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. Often times marketers score certain types of content (white papers and case studies) with higher value than other types (eBooks or product sheets). It depends on data too.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 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% Not all white papers are created equal, so they should not be weighted in your scoring program as if they are.

Enterprise Management 100

Enterprise Management Content Lead Scoring Lead Ranking 100

ANNUITAS

OCTOBER 9, 2014

The vendors we work with for demand generation and the technologies we have invested in have yet to grow and evolve to accommodate the account-based approach, forcing us to work within the confines of their systems and continue to make decisions based on demographics, and not firmographics.

Account Based Marketing 100

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

ANNUITAS

JUNE 12, 2014

The vendors we work with for demand generation and the technologies we have invested in have yet to grow and evolve to accommodate the account-based approach, forcing us to work within the confines of their systems and continue to make decisions based on demographics, and not firmographics.

Account Based Marketing 100

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

ANNUITAS

JUNE 10, 2014

A white paper is not going to be effective to generate interest for an early stage (Engage level) buyer. White papers are great for later stage Nurture content or even Convert stages – when your buyer is discovering how YOUR SOLUTION could solve their problem.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Content Marketing Planning 100

ANNUITAS

APRIL 7, 2015

Let’s assume we have a solid Demand Generation Strategy, fully vetted by sales and marketing, built on well-researched Buyer Insights and written to fully Engage, Nurture and Convert our prospects into our pipeline. Not every piece of content will lend itself to an eBook or a white paper. And that is where the mistake it made.

Marketing Management 100

Marketing Management Demand Generation Content Paper 100

ANNUITAS

FEBRUARY 20, 2014

The key to writing good content is having a holistic Demand Generation Strategy. If you have technical content to share with your buyer, a white paper or instructional video with drawings on a white board might be the best choice verses a complex infographic or an eBook. Then keep writing.

Eloqua 100

Eloqua Content Buyer Personas Buying Cycle 100

ANNUITAS

JANUARY 29, 2015

The secret is in developing a buyer-centric Demand Generation Strategy. If you haven’t read it yet, I encourage you to read it and then take a hard look at your current Demand Generation Strategy and evaluate it for its buyer-centricity. Don’t assume buyers want to talk to you because they downloaded three white papers in one day.

Enterprise Management 100

Enterprise Management Demand Generation Buyer Personas Top of Funnel 100

ANNUITAS

NOVEMBER 5, 2015

Demand generation, public relations, customer success and uses of channels like social media and even email are much different today than they were a few years ago. Develop content like white papers, eBooks, infographics or analyst reports for visual learners. Auditory: Learns best through hearing and speaking.

Trade Show 100

Trade Show Demand Generation Public Relations CAN-SPAM 100

ANNUITAS

DECEMBER 18, 2014

In the recent ANNUITAS B2B Enterprise Demand Generation Study , only 20.9% You turn on the program and you start generating hot leads to send to sales – only sales keeps throwing them back to you saying that they are not qualified and they are nowhere near being ready to buy. Sales isn’t wrong.

Enterprise Management 100

Enterprise Management Lead Scoring Lead Ranking Content 100

ANNUITAS

APRIL 3, 2014

The problem is that the activity score can be tricky and misleading, and most companies make the same mistake by assigning blanket values to things like ‘white paper downloads’ — assigning a point boost for every download of a white paper regardless to which paper it was.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100