ANNUITAS

MAY 27, 2014

Do you know what a salesperson looks at first when they look at a batch of leads that has been delivered to them from marketing? When added together, these factors should add up to a minimum requirement for that lead to be passed over to sales. That’s the first thing they look at … the company a lead is coming from.

Demand Generation 100

Demand Generation Lead Ranking Lead Scoring Enterprise Management 100

ANNUITAS

MAY 13, 2021

Too often MAPs are associated with tactical email nurturing and simple lead qualification — tactical use cases that dominate immature platform deployments. Does it offer a solid integration with Salesforce (or other, leading CRM), including a view into the lead, contact, account and opportunity objects? billion in 2019.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

MAY 13, 2020

Both ask the same, fundamental question when analyzing demand marketing budgets: What real sales ‘lift’ am I getting from this spend? Demand Marketing should be held to a clear, high standard of incremental – i.e., ‘net’ – contribution to sales. What do CFOs and CROs have in common? What do we mean by lift? Incrementality.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

NOVEMBER 10, 2015

Whether you’re more like Ham or Smalls, chances are you’ve had a conversation with sales that included some miscommunication. Whether it’s unfamiliar terminology, information overload or inconsistent rules of engagement, every enterprise marketer has been guilty at some point of creating more frustration than value.

Lead Ranking 100

Lead Ranking Enterprise Management Work Management Lead Scoring 100

ANNUITAS

NOVEMBER 19, 2015

It’s not enough to know your buyer, create content that maps to their buyer’s journey and create lead management processes to regulate all the moving parts of your demand generation program. How long does it take on average for a prospect to move from engaging with one of your initial content offers to ending up in the sales pipeline?

Lead Ranking 100

Lead Ranking Lead Scoring Demand Generation Enterprise Management 100

ANNUITAS

NOVEMBER 22, 2023

This could make Drift a ‘must have’ element of the technology stack required to support a mature, multi-channel, perpetual Growth Engine — both pre- and post-sale. Drift claims the new feature can aid in improved scoring and conversion of even 100% anonymous site visitors.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

JUNE 18, 2015

It’s not enough to know your buyer, create content that maps to their buyer’s journey and create lead management processes to regulate all the moving parts of your demand generation program. How long does it take on average for a prospect to move from engaging with one of your initial content offers to ending up in the sales pipeline?

Lead Ranking 100

Lead Ranking Lead Scoring Demand Generation Enterprise Management 100

ANNUITAS

MARCH 10, 2016

Although marketing automation is now almost fully embraced by marketers, sales organizations are still not completely accepting of the technology benefits, nor are they trusting of marketing’s motives. Enter, the era of Sales Enablement. Sales enablement is a universal challenge.

Marketing Automation Services 100

Marketing Automation Services Demand Generation Eloqua Paid Search Agency 100

ANNUITAS

MARCH 21, 2023

New advancements include improved sales routing, to get prospects inside an automated or assisted chat routed to the proper sales rep faster. As the use cases for chat expands to non-lead generation and to more nurture-based, being able to notify a wider swath of individuals that a pertinent chat is happening is a smart addition.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

NOVEMBER 10, 2010

Steve is a thought leader in the world of marketing automation and lead management and is also a prolific writer on topics related to demand generation and the current transitions within the marketing profession. To dig into this a bit further, it’s first worth exploring what we mean by a marketing qualified lead.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 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. This is why fewer than 4% of marketing generated leads are ever converted into sales.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Ranking Lead Scoring 100

ANNUITAS

FEBRUARY 7, 2023

Does indecision have you committing a repeated string of ‘ random acts of sales and marketing ,’ or are you taking advantage of this moment to bring cohesion, orchestration and repeatability to your sales and marketing mix across your customer journey? Said differently: Are you sticking your head in the sand, or are you innovating?

Lead Ranking 130

Lead Ranking Peer-to-peer Paid Search Agency Terms and Conditions 130

ANNUITAS

NOVEMBER 12, 2015

The best marketers understand that pipeline generation and revenue are more important than lead volume, but volume still plays a role regardless to how success is measured. Demand generation has long been focused on that lead volume number, with lead scoring acting as a governor to regulate the flow of leads to sales.

Account Based Marketing 120

Account Based Marketing Lead Ranking Demand Generation Marketing Qualified Leads 120

ANNUITAS

MARCH 8, 2022

And while a majority of companies see the value of chat ( a recent report by Drift found that 74% of its survey respondents were planning to add a chat solution to their marketing strategy) unfortunately, most companies aren’t maximizing their investment. Is user behavior tracked, attached to a lead record, and used to influence next steps?

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

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

SEPTEMBER 2, 2014

Most sales managers or Sales VPs will tell you that in order to meet their quota, they must have a pipeline of X. Whether it is a three X, five X or seven X pipeline, these sales people have a formula that they follow that knows what they need to get them to their stated goal. Let me explain a bit further.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Work Management High Quality Lead 100

ANNUITAS

APRIL 26, 2011

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management. So what are these myths?

Lead Management 100

Lead Management Work Management Marketing Management Lead Ranking 100

ANNUITAS

OCTOBER 31, 2023

Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools. Our research suggests that a fifth of current sales-team functions could be automated,” claims McKinsey. What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

FEBRUARY 16, 2023

Research has not only proven the value of this transformational shift but, also the value of being led by a Chief Growth Officer in this initiative. “53% Too often, their focus is only on the pre-sales arc – Engage, Nurture, Convert – and driving net-new customer relationships. The CGO must optimize both, end-to-end.

Lead Ranking 130

Lead Ranking Top of Funnel Peer-to-peer Paid Search Agency 130

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

NOVEMBER 29, 2023

CMOs must focus on clear results and much-needed value-add. Defining the CMO role in this way tends to lead to the next issue. All of this leads to a fundamental problem when it comes to digital transformation. How can CMOs focus on clear results and much-needed value-add? Where can the CMO provide the most value-add?

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

FEBRUARY 13, 2024

. “[A] growing contingent of marketers think gating content is a tacky, intrusive tactic that undermines the power of good content and exacerbates the tension between marketing and sales departments,” asserts Built In editor Hal Koss. That’s a strong statement, but reflects the prevailing winds. How did we get here?

Marketing Analytics Tools 130

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation 130

ANNUITAS

DECEMBER 11, 2023

But whether we are talking about well-thought-out ‘growth marketing’ programs or haphazard ‘inside-out,’ interruptive go-to-market tactics, random acts of marketing and sales are at a breaking point. Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

APRIL 11, 2011

I recently had the opportunity to attend the Sales 2.0 The conference was full of great content and information on the state and the future of B2B Sales. 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. the sales person).

Top of Funnel 100

Top of Funnel B2B Sales Buy Process 100

ANNUITAS

DECEMBER 15, 2015

We want to know conversion rates, cost per lead, revenue generated and a host of other stats. 76% of content marketers are forgetting sales enablement , according to a study by HubSpot. 76% of content marketers are forgetting sales enablement , according to a study by HubSpot. Handing off leads that go nowhere?

Demand Generation 100

Demand Generation Demand Generation Cost per Lead 100

ANNUITAS

MARCH 4, 2020

Growth Marketing must evolve past optimizing individual tactics and become a discipline of orchestrating the entire marketing, sales and product ecosystem – driving and optimizing enterprise demand – and thus growth. This is how (tactical) growth hacking for a product evolves into (strategic) growth marketing for the enterprise.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

JANUARY 30, 2024

However, when we look at these innovations from a Converged Growth go-to-market lens, we see a number of potential applications for B2B use cases that drive enhanced post-sale growth endeavors. The AI-powered tools can help engage buyers, provide product and buying information and streamline post-sale return and support processes.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

DECEMBER 11, 2014

In working with many clients and speaking with marketing decision makers, here are some of the most important areas I believe CMOs need to show stronger leadership in: Leading Change in Their Organizations. CMOs need to lead their teams and ensure they are appropriating the right amount of budget to skills development and education.

CMO 100

CMO Peer-to-peer Lead Ranking Lead Scoring 100

ANNUITAS

OCTOBER 29, 2015

Marketers care about performance perhaps a little more than other professionals because we need to know the success of our programs, amount of revenue driven, conversion metrics, lead scores so we can work hard to optimize everything.

Advertising Benchmark 100

Advertising Benchmark Relevance Lead Scoring Lead Ranking 100

ANNUITAS

DECEMBER 4, 2020

It does double duty, educating prospects while accelerating sales, and so the tool has grown in popularity over recent years. Customer Support vs. Sales: Live chat strategy should be prepared to handle both. Companies want to drive sales, so they add chat. Post-client chats can be support or sales related.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JANUARY 28, 2014

According to The 2014 Marketing Score Report by PR 20/20 “Organizations are missing opportunities to generate and nurture leads due to enormous gaps in their content marketing programs.”. Content must be scored according to where in the buying cycle it is consumed. Add all of these together and you have a “qualified lead.”

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing & Strategy 100

ANNUITAS

MAY 21, 2020

The Interactive Advertising Bureau , a conglomerate of 650 leading media and technology companies, defines attribution as: The process of identifying a set of user actions (“events”) across screens and touchpoints that contribute in some manner to a desired outcome and then assigning value to each of these events.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

JULY 30, 2015

This wasn’t just for our marketing team — it included our CRM admins, the sales team, communications and so many other parties. Those college math classes will finally be of use when you start building your scoring programs! Scoring can often be a challenge when setting up your first program, but don’t give up quickly.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Lead Ranking Automation 100

ANNUITAS

AUGUST 12, 2020

Our Lead Management Framework should then support this dialogue. Essentially, our lead qualification process should focus less on demographics and firmographics, and instead prioritize building sustained buyer engagement and understanding where the buyer is in the buying process. . Lead Management Framework. the waypoints.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

FEBRUARY 26, 2015

There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. Lack of Alignment with Sales. Even the best marketing strategy in the world will fail if sales isn’t part of the broader team who develops and executes upon it.

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

ANNUITAS

APRIL 10, 2023

In short, when companies treat their sales model as a linear journey, they fail to consider their customers’ engagement with the company over a lifetime. A simple four step funnel, though helpful for visualization purposes, is far from the reality of what most B2B sales processes are like. What about what comes after?

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

ANNUITAS

AUGUST 27, 2015

Each year, more and more spend is going to content, yet each year, only a small minority of B2B organizations say they are having success or can accurately measure the value of their content marketing or demand generation spend. The latest results from the ANNUITAS B2B Enterprise Demand Generation study (due out in September), 54.1%

Top of Funnel 100

Top of Funnel Relevance Lead Ranking Lead Scoring 100