ANNUITAS

AUGUST 19, 2020

What’s overlooked when a company focuses too much on the micro experience is the orchestration of all the touchpoints that come before and after any interaction. How is every interaction orchestrated with the individual forming a relationship with our company? How can interactions between all parties be connected and orchestrated?

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

MAY 2, 2023

I wanted to get an understanding of their vision and see how the overall portfolio was aligning with its go-to-market tool set to help support a Converged Growth model for enterprise users. I recently had a few deep dive briefings with Salesforce to dig into their Marketing Cloud and related technologies.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

AUGUST 27, 2020

Eventually, as enough interactions occur, you’re able to build a complete profile of your buyer before ever sending qualified leads to sales, all without sacrificing the customer experience. All-in-all, the tools in the marketplace to help you improve the customer experience are ever-evolving. ” Conclusion.

Ideal Customer Profiles 147

Ideal Customer Profiles Lead Ranking Sales Qualified Leads Budget Programs 147

ANNUITAS

JANUARY 19, 2022

Today, up to 80% of B2B decision makers prefer remote human interactions (or digital self-service) instead of in-person interactions. You should lean on your inside sales team to add value to the buyer’s previously self-sufficient journey, but you must ensure they have the right tools to make the conversation meaningful from the start.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

DECEMBER 11, 2023

Ninety-four percent of marketers are using AI tools as part of their GTM Tech Stack, according to Deloitte’s bi-annual CMO survey. It should orchestrate interactions online … and offline. The top use cases, not surprisingly, are content creation and personalization for GTM activities.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

AUGUST 19, 2022

failure to orchestrate interactions across sales, marketing and customer service. By sharing the same data, enablement tools and customer experience platforms, costs can be reduced, and effectiveness increased, as near-real-time decisions can be used to nurture leads and provide the intelligence needed to up-sell, cross-sell and re-sell.”

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

DECEMBER 9, 2022

If sales is reaching out to prospects without the proper data to back them up , this is a recipe for awkward interactions and a few hang up calls. But if marketing falls short, sales ends up sourcing their own which could lead to a disjointed message. . Data We Can Trust . Better Management .

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

ANNUITAS

OCTOBER 15, 2020

The proliferation of marketing automation tools has given rise to the importance of measuring email clicks and opens. While these tools are powerful, they’re almost always underutilized, blasting outbound emails in a series of campaigns as opposed to orchestrating engagement via a digital customer journey. . Clicks and Opens.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

NOVEMBER 5, 2020

By tracking if a lead has sustained engagement, if they are the right persona from the right type of company, and if they have signaled lower funnel behavior, you can build a comprehensive scoring model that weights each interaction and moves the lead through different lead qualification stages. Your Lead Management Framework is Weak.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

JULY 20, 2021

According to a study published by Accenture Interactive , “CMOs … report that of all the individuals they reach with their marketing messages, fewer than 18% are actually in the market for the product or service on offer.” Reaching the right buyer and understanding their behaviors.

Top of Funnel 147

Top of Funnel Enterprise Management Campaigns Work Management 147

ANNUITAS

NOVEMBER 29, 2023

It defines their customer journey through the lens of the information requests, the stakeholder and engagement channel interactions and the buying phases. Process rationalization is a critical tool to help CMOs envision the marketing team members required to support effective go-to-market operations – also identifying gaps and overlaps.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

JUNE 10, 2020

Coordinating points of interaction – online and offline. 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). Orchestrating customer engagement” includes: Educating along the buyer journey.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

DECEMBER 4, 2020

It does double duty, educating prospects while accelerating sales, and so the tool has grown in popularity over recent years. But when thinking about implementing a chat tool, the thing companies are missing is how to incorporate live chat into an orchestrated customer journey. Companies want to drive sales, so they add chat.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JULY 16, 2020

Marketing interactions align to the customer journey. For example, with the additional information available from marketing insights about topics of interest or challenges shared via marketing interactions, Inside Sales can have tailored, natural conversations with prospects that will lead to better outcomes for them as well as the company.

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

ANNUITAS

OCTOBER 5, 2023

Einstein 1 is an amalgamation of the predictive analytics capabilities, the newer conversational and generative AI tools announced recently, and a deep integration with Salesforce Data Cloud.

Marketing Analytics Tools 130

Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

FEBRUARY 9, 2021

The key is to orchestrate interactions – both online and offline – around the entire customer journey to increase the likelihood of being in the right place, at the right time, with the right information. So how does one stand out in this crowded environment? A disjointed tech stack results in a disjointed customer experience.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

FEBRUARY 28, 2022

It’s time for companies to learn how to build a customer-centric ABM experience instead of using ABM tools to just run more interruptive campaigns. Learn from previous content interactions and drive a two-way dialogue with the buyer. How ABM Can Improve Customer Experience. Help buyers along a self-education journey.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

AUGUST 20, 2015

I asked Scott Brinker , President, CTO and Co-founder of ion interactive, and the creator of the amazing and daunting Marketing Technology Landscape supergraphic (1,876 companies as of January 2015) approximately how many technologies does the average marketer use on a daily basis in a mid-sized organization?

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

MARCH 1, 2016

How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ? Elasticity looks at the probability that interacting with a given content offer or engagement channel will lead to a given outcome (e.g., Garbage in; garbage out.

Demand Generation 100

Demand Generation Demand Analytics Elasticity 100

ANNUITAS

OCTOBER 7, 2020

In some instances, these tools are just too niche (QR codes) or outdated (banner ads), but a few stand out as worthy of a second chance, just perhaps not as a stand-alone tactic. Think about gamification’s impact on some better web or interactive experiences you might have experienced recently.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

MARCH 18, 2019

You will have the occasional success story when you ‘batch and blast’ a good piece of content, sponsor an event or host a webinar – but when you don’t make an effort to adapt your messages and interactions to the Buyer’s Journey then your Demand Marketing efforts will be erratic and inconsistent.

Demand 113

Demand Planning Paid Search Agency Blast Campaigns 113

ANNUITAS

MARCH 18, 2014

I spoke about the CMO’s need to spend more time building and owning the strategy for the usage of marketing technology tools before deployment, understanding the depth and breadth of these offerings and how they work together, and perhaps most importantly effectively managing the individual “power users” of their technology stack.

Process 100

Process Planning Marketing Automation Services Demand Generation 100

ANNUITAS

JANUARY 6, 2015

This means that every interaction from the buyer is met with a response from the vendor, digitally or a via live interaction. These are tools to enable strategy and without a solid strategy, there will be very little improvement no matter what tool is selected and implemented. Invest in Skills Development-.

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

JULY 21, 2015

You can measure the effectiveness of just about anything with the implementation of a robust analytics software system, and properly mining that data allows you to approach your prospects fully armed with a knowledge on how they are behaving in your campaigns; giving you a leg up on how to interact with them using a precise strategy.

Analytics 100

Analytics Marketing Automation Services Open Rate Demand Generation 100

ANNUITAS

NOVEMBER 12, 2015

Volume doesn’t matter as much as quality, and activity and interest from target accounts is much more valuable and important to identify and track than other interactions. Technology can help, but it may require some investment in strategy and tools.

Account Based Marketing 120

Account Based Marketing Lead Ranking Demand Generation Marketing Qualified Leads 120

ANNUITAS

MARCH 4, 2014

Technology is not the answer, it’s a tool that can be used to enable a successful program. In the wrong hands however, that tool is not worth the investment. That’s a lot of data, about a lot of different (often fleeting) interactions, that is practically never applied to anything useful.

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ANNUITAS

MARCH 11, 2014

In their 2012 Interactive CMO-CIO Insights Survey of 400 senior marketing executives and 250 senior IT executives, consulting firm Accenture noted some interesting trends regarding collaboration between marketing and IT: 44% of CMOs don’t believe there’s any need for alignment with CIOs. So what is the answer?

Work Management 100

Work Management Marketing Management CMS Development Marketing Automation Services 100

ANNUITAS

JANUARY 23, 2013

Last week, I had the privilege to serve as one of the presenters at the inaugural Interact13 event, a conference focusing on content marketing, social media, and other interactive marketing media for the B2B and B2C marketer. I not only had the chance to present, but also had lots of interaction with many of the close to 200 attendees.

Work Management 100

Work Management Planning Demand Generation Conference 100

ANNUITAS

JUNE 11, 2015

Demand Process considers all elements that drive and convert demand at a people, process, content and technology level, and it spans both marketing and sales interactions with the buyer. At ANNUITAS, we call that Demand Process: the proactive management of the demand chain from lead-to-revenue, and from pain point to solution.

Enterprise Management 100

Enterprise Management Planning Work Management Marketing Management 100

ANNUITAS

AUGUST 30, 2011

And for many of you, one of your goals will be to finally implement a marketing automation tool. Unfortunately, too many marketers begin this process with the question, “Which automation tools should we look at?” Not only is this the wrong question but its not even close to where you should begin.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buy Automation 100

ANNUITAS

APRIL 11, 2011

It also allowed me the opportunity to mingle with many great B2B sales people, which is a departure from my norm of usually interacting with B2B Marketers. And they can do so without ever interacting with another human being (i.e., The conference was full of great content and information on the state and the future of B2B Sales.

Top of Funnel 100

Top of Funnel B2B Sales Buy Process 100

ANNUITAS

JANUARY 10, 2011

Many demand generation models were first built five or more years ago, and next year will see some updating of those tools based on contemporary marketing approaches. They’re not separate to the customer, who interact with companies in multiple, integrated ways. They can’t be separate.

Enterprise Management 100

Enterprise Management Marketing Automation Services Work Management Marketing Management 100

ANNUITAS

DECEMBER 8, 2015

In doing so, not only will they see more value from their content, they will drive better interactions with their buyers. Say No to the Shiny New Object: Over the past few weeks my team and I have been working with a new client in establishing a demand generation strategy.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

MAY 12, 2023

The company has been hard at work building what I see as a set of go-to-market enablement tools aimed at the small and middle markets (think: a few hundred to a few thousand employees) that are simple to use, powered by AI, and priced right for smaller enterprises.

Marketing AI 130

Marketing AI Enterprise Management Ad Building Work Management 130

ANNUITAS

MAY 10, 2023

. – and of intermediary customer interactions – e.g., channel engagements, content views, form fills, event attendance, etc. Meaning, based on his/her last interaction, identifying and serving up the next best Content Offer, site personalization, event invite or sales/success team member call. not fully integrated and orchestrated.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

SEPTEMBER 15, 2020

Not only are they creating brands and identities that the era of Mad Men would be jealous of, but the smartest ones are using the tool to generate real revenue. For demand marketing to succeed in social media, B2B companies need to think of it as a tool to actually drive demand. Social media should help you achieve both of those goals.

Social Media 147

Social Media Social Marketing B2B Marketing Top of Funnel 147

ANNUITAS

NOVEMBER 11, 2020

But Google’s PageSpeed Insights tool barely notices the weight. Structured Data is about taking the guesswork out of content semantics, and directly defining what your content is and how users can interact with it. There are many tools available to get a high-level picture of your site’s standing. Google’s Measure Tool.

SEO 147

SEO CMS Development Paid Search Agency Lead Scoring 147