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

AUGUST 19, 2020

That formulaic approach is still widely applied today, but organizations that offer a considered purchase with a long sales cycle are finding that traditional growth marketing isn’t working for them. Trigger : Sarah is tasked by her CEO to fill the sales pipeline. Because even growth marketing plans are largely tactical.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

AUGUST 27, 2020

We’ve all been there – we see a catchy headline on LinkedIn or Google, we click through only to be greeted with a form asking for the equivalent of your life story. The information you collect should be the information that marketing and sales need to be able to qualify a lead. However, more often than not, it’s isn’t worth it.

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

NOVEMBER 18, 2020

Thinking back just ten or fifteen years ago, weren’t Google, Facebook and others positioned as free products? If your buyer digests content aligned to a later stage of the journey, that’s indicative of him/her being closer to “sales-ready”. And we all remember wondering….but but how will they make money?

Ethics 130

Ethics Personalization B2B Opt-out 130

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. Throw out the excuses that I hear so often of “but sales is wanting.”.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Forrester Content Marketing 100

ANNUITAS

AUGUST 23, 2016

I believe it will lower the overall cost of marketing, and increase sales in an attributable manner. Identifying the trigger events (what Google calls the “Zero Moment of Truth) that pushed these buyers into the buying process. He goes onto say, “I want all brands to use marketing automation. Still, we need to do it right.”.

Marketing Automation 100

Marketing Automation Automation Terms and Conditions Multi-Channel 100

ANNUITAS

OCTOBER 23, 2014

PPC is always challenging in B2B, and is clearly a different animal than the more transactional sale that PPC was clearly designed for. Not to mention how difficult it can be to trace any of those conversions to actual sales, and how the “brand” value is tenuous at best. In order to do that, you need to follow the next step….

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency PPC Marketing Automation Services 100

ANNUITAS

NOVEMBER 10, 2010

At a predetermined score, a lead can be called a Marketing Qualified Lead and handed off to sales, and below that level, the lead should be continued to be nurtured. This is a great foundation to build from as it creates a fundamental alignment between sales and marketing around the flow of these qualified leads.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 100

ANNUITAS

APRIL 4, 2012

The standard sales funnel for most organizations is linear with several stages: Inquiry. Valid Response : An inquiry that has been validated as having accurate contact data, within our target demographic and does not have a personal email (Yahoo, Hotmail, Google, etc.). This post is a result of those discussions.

Lead Ranking 100

Lead Ranking Top of Funnel Marketing Qualified Leads MQL 100

ANNUITAS

MARCH 19, 2013

In case you think your company or sales team knows the answer to this question, think again. Where does Google take them? This should be done in a collaborative fashion: marketing, sales, lead development, product development, etc. Where do they go in the early stages? Where do they go first to solve the problem they are facing?

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

ANNUITAS

APRIL 15, 2014

A: Any professional who manages personal data these days, in HR, finance, IT, marketing or sales, must become acquainted with the privacy framework. Q: What’s the biggest concern for marketers who manage, or even just touch data these days? Q: What basic knowledge should marketers have as it relates to data privacy?

Privacy 100

Privacy Privacy Policies Deliverability Demand Generation 100

ANNUITAS

MARCH 26, 2013

Also, talk to the front lines…sales, customer service, etc. Google buying Zagat). Most marketers are not very good storytellers, so hire people who can come in and work with the experts in and around your company to help develop a sound content strategy. Q: Can you describe an effective content blueprint? Very exciting indeed.

Enterprise Management 100

Enterprise Management Content Marketing Advertising Agencies Work Management 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. A buyer discovers an eBook from a Google search- they don’t know your company, and they don’t care to…just yet.

Marketing Management 100

Marketing Management Demand Generation Content Paper 100

ANNUITAS

SEPTEMBER 6, 2018

I went to one session where the speaker (from one of the sponsors of the event) shared a Google spreadsheet that folks could use to do a content audit to help evaluate the performance of their content. “ It is a mistake to dismiss revenue generation as a valid, important goal (and KPI) for your Content Marketing.

Demand 213

Demand Top of Funnel Content Marketing Lead Ranking 213