ANNUITAS

SEPTEMBER 21, 2010

I’ve recently been involved in an ongoing online discussion regarding marketing automation, lead generation, and lead management (including lead nurturing). Should it be on lead generation, or lead management? The Lead Management Framework TM. The Lead Management Framework TM.

Top of Funnel 100

Top of Funnel Gartner Forrester Lead Nurturing 100

ANNUITAS

MARCH 4, 2020

Too often Growth Marketing in practice is just an evolution of a tactical lead generation mindset – where the ‘value’ seems to get lost in translation. Growth without retention isn’t growth after all. And growth is more important than ever. Yet the reality has lost some steam.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

MAY 19, 2016

B2B Content Marketers Do Not Fully Understand Demand Generation. Lead Generation: 79%. Lead Nurturing: 74%. While these are all great goals, they are also all a part of Demand Generation. You cannot have effective Demand Generation without Lead Nurturing. Customer Retention/Loyalty: 74%.

Content Marketing 140

Content Marketing Demand Generation Content Cross-Selling 140

ANNUITAS

AUGUST 30, 2018

These business leaders had legitimate concerns about the performance of their Demand Generation efforts, which often manifested in a number of ways: sales leaders needing to add headcount to “fill in the gaps” around lead generation shortcomings, or a distrust driven by a disconnect between marketing and sales when it comes to performance reporting.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

FEBRUARY 24, 2015

Increase Leads Generated: 65%. The report detailed the budgets, priorities, digital and offline channels and the content preferences of B2B marketers. According to those who responded to the survey the top five objectives were as follows: Increase In Revenue: 67%. Increase in Sales: 63%. Increase in Customers Acquired: 59%.

Correlation 100

Correlation Demand Generation Marketing & Strategy B2B Sales 100

ANNUITAS

DECEMBER 4, 2014

In most cases, I am a sponsor of an event, so no, I am not interested in your demand generation or lead generation services (that is part of what my organization offers) and often I am a partner of yours (we are listed on your website, not a prospect) so please, don’t try to sell me.

Automation 100

Automation Demand Generation Agencies Marketing Automation Services Demand Generation 100

ANNUITAS

OCTOBER 17, 2010

The Annuitas Group: Based on the stats that are being pushed to the market, most companies are still struggling with lead generation. What part do you see sales playing in improving lead generation results? Most of data comes from the marketing side. Gaffney: Absolutely.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

ANNUITAS

OCTOBER 2, 2014

When asked the “Organizational Goals for their Content Marketing” Brand – 84% and Lead Generation – 83% were the top two. However, when you look at the “Metrics for B2B Content Success” 63% measure web visits and only 49% measure Sales Lead Quality and only 48% measure Conversion Rates.

Content Marketing 100

Content Marketing Peer-to-peer Advertising Benchmark Case Studies 100

ANNUITAS

FEBRUARY 4, 2014

The stats, guides and tips to effective lead nurturing abound in the B2B marketplace and yet with all of this information, still only a fraction of B2B companies are using or effective in the use of lead nurturing according to MarketingSherpa. Clearly, not best practice.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

APRIL 26, 2011

Instead, lead management must be looked at holistically. Myth #4: I Have a Solid Lead Generation Engine, So I Don’t Need To Worry About Lead Management. Since this is the case, having rock solid lead generation campaigns, i.e. filling the top of the funnel, only serves to begin the dialogue with the buyer.

Lead Management 100

Lead Management Work Management Marketing Management Lead Scoring 100

ANNUITAS

OCTOBER 18, 2016

Respondents to the study listed lead generation as the number one goal for their content marketing efforts. While producing relevant and engaging content is crucial, it is just as, if not more important to know the impact these investments are making on an organization. The Metrics Do Not Align to Goals-.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

OCTOBER 18, 2016

Respondents to the study listed lead generation as the number one goal for their content marketing efforts. While producing relevant and engaging content is crucial, it is just as, if not more important to know the impact these investments are making on an organization. The Metrics Do Not Align to Goals-.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

OCTOBER 18, 2016

Respondents to the study listed lead generation as the number one goal for their content marketing efforts. While producing relevant and engaging content is crucial, it is just as, if not more important to know the impact these investments are making on an organization. The Metrics Do Not Align to Goals-.

B2B Marketing 100

B2B Marketing Content Marketing B2B Content 100

ANNUITAS

MARCH 31, 2015

Give lead generation quotas for the day or set other expectations so the team knows exactly what they need to do to achieve success at the event. If you conduct the first training via webinar, record it and send it out to the team or post via Chatter or something similar so the team can access it easily.

Tactics 100

Tactics Planning Demand Generation Lock-In 100

ANNUITAS

APRIL 12, 2012

Only 38% tie their social efforts to lead generation – Only 26% tie it to sales. Here is a snapshot of what the study showed (if you have a weak stomach, stop reading now): Less than 59% of companies measure the financial impact of their email marketing. Only 14% of marketers that utilize social measure its impact on revenue.

Marketing Management 100

Marketing Management B2B Sales ROI Marketing Automation 100

ANNUITAS

JULY 24, 2014

But I think a new skill set that’s going to become vital for the content marketer is change management because being able to explain how things are changing, how traditional lead generation metrics aren’t always going to be the best indicator of a content marketing plan’s success, you have to be able to benchmark set expectations (..)

Content Marketing 100

Content Marketing Planning Enterprise Management B2B Thought Leadership 100

ANNUITAS

JULY 15, 2014

Agree on what the definition of a “qualified lead” is. Once that is decided, marketing should be measured more by the quality of leads generated than the quantity. Additionally, sales in turn should be required to provide feedback on marketing-generated leads (via CRM processes). Lack of respect.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

JANUARY 23, 2013

I did my best to counter this line of thinking by showing how marketers need to move from a “lead generation” mindset to that of “Engage-Nurture-Convert”. This mindset should be shared with sales, and together, both should build a buyer centric process that speeds up the revenue generating process.

Work Management 100

Work Management Planning Demand Generation Conference 100

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. We were quite successful in developing these programs for our clients and the leads were graded based on the answer to the BANT questions.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. We were quite successful in developing these programs for our clients and the leads were graded based on the answer to the BANT questions.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

SEPTEMBER 14, 2023

From its early days as a content marketing and lead generation tool, HubSpot has added multiple core “Hubs” that span much of the customer journey. From CRM to GTM While HubSpot may call its portfolio its “Customer Platform,” we see it more as a go-to-market (GTM) platform – supporting many facets of the customer journey.

CMS Development 130

CMS Development Paid Search Agency Marketing Automation Services Marketing Analytics Tools 130

ANNUITAS

SEPTEMBER 6, 2018

Andy Crestodina from Orbit Media Studios delivered an amazing talk on Content Strategy and SEO for Lead Generation that was interesting, funny and devastatingly blunt while tipping over some Content Marketing sacred cows. It is “abysmal” for generating leads. That blog you spend so much time on?

Demand 213

Demand Top of Funnel Content Marketing Lead Ranking 213

ANNUITAS

DECEMBER 21, 2010

Marketers that want to turn the tide of their marketing impact need to begin taking the steps to define a lead management process. Doing so will lead to increased returns, and quick alignment with sales. Resolution 5 – Measure Your Marketing in Terms of Revenue.

B2B Marketing 100

B2B Marketing Work Management Marketing Management B2B 100