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

OCTOBER 30, 2014

A recent study by Ascend2 shows that 25% of respondents state that their cost per lead (CPL) is increasing. For years marketers have been keen to show cost per lead (or in the words of Jon Miller from Marketo – investment per lead) as a metric that has meaning. 14%) to get a lead that could drive a deal of $125,000.

Cost per Lead 100

Cost per Lead Cost CPL Demand Generation Agencies 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. Or perhaps your SLAs are leaving leads on the table or are not responsive enough to meet modern buyer expectations.

Lead Scoring 100

Lead Scoring Lead Ranking Demand Generation Enterprise Management 100

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. Or perhaps your SLAs are leaving leads on the table or are not responsive enough to meet modern buyer expectations.

Lead Scoring 100

Lead Scoring Lead Ranking Demand Generation Enterprise Management 100

ANNUITAS

AUGUST 21, 2023

All too often, this leads to organizations engaging in random acts of sales and marketing — in an attempt to shore up tactical gaps and with an insufficient perspective on customer critical path — instead of building sustainable go-to-market programs. And of course, CX is a requisite for customer growth and for customer advocacy.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 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 Scoring Lead Ranking 100

ANNUITAS

NOVEMBER 15, 2021

Increased opportunity/lead cost efficiency. When utilized correctly, they have a huge impact on qualifying and converting leads, resulting in a lower opportunity cost. ? Between self-service information and quick calls between reps and prospects, inside sales helps you focus on the right leads without a long lead time. ?

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

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 21, 2023

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. In fact, we are seeing some very smart integrations of other Adobe products like Connect and Workfront that add even more value for marketing users.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

NOVEMBER 22, 2023

Drift Engage is now generally available and is a new real-time scoring engine ( powered by Lift AI ), which includes real-time intent scoring (using machine learning to focus more on how actions equal intent, rather than just leveraging a pre-built activity-based scoring matrix), real-time playbook targeting, and improved CRM sync.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

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

AUGUST 11, 2011

More and more marketing organizations are looking to derive more value from their technology investments. While marketing automation continues to grow, companies are still looking to get the value from their investments and show their impact on revenue. How marketing automation enables lead management.

Lead Management 100

Lead Management Webinar Metrics Marketing Automation Automation 100

ANNUITAS

FEBRUARY 13, 2024

the lack of thoughtful, progressive strategies for form data capture that lead to most GTM organizations simply asking ‘too much’ on forms. deliver significant value for the data collected – meaning ‘off the charts’ valuable content, aligned to the right stage of the customer lifecycle.

Marketing Analytics Tools 130

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation 130

ANNUITAS

FEBRUARY 7, 2023

After implementing a transformation program, ANNUITAS’ clients see a 4–10x improvement in lead-to-revenue conversion. Forrester/SiriusDecisions has noted the typical lead-to-revenue conversion rate ranges from 0.375% to 0.6%, depending on the type of market.

Lead Ranking 130

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

ANNUITAS

NOVEMBER 10, 2015

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. A solid lead management framework is key to shared understanding and accountability. Poor application of what determines a sales-ready lead.

Lead Ranking 100

Lead Ranking Enterprise Management Work Management Lead Scoring 100

ANNUITAS

MARCH 19, 2020

Meeting targets for Qualified Leads, Opportunities and Revenue for the quarter and the year without the use of events, a key Engagement Channel for demand, will prove challenging. And for many B2B companies, they are struggling to do so without live interactions, especially events. Let buyers tell ‘you’ when they are ready to buy.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

OCTOBER 31, 2023

Over the past few months, the ANNUITAS|research team has been covering and releasing reports on a number of recent AI additions to leading GTM Technology Stack platforms, such as Salesforce Marketing. Customer Data Value Chain: A Customer Data Value Chain seeks to address the major issues facing customer data in a GTM Technology Stack.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

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

JULY 30, 2015

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. Scoring is essential when your programs begin to move out of the novice stage and into the advanced stage. Get Logical -.

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

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

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

DECEMBER 4, 2020

Then, they get flooded with customer service inquiries or new qualified leads that they aren’t prepared to handle. The reality is, whether you intend for your chat tool to drive lead acquisition or customer retention, it will do both, so you have to be prepared to route leads accordingly. Read this page ).

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

DECEMBER 11, 2023

Wordstream’s annual Google Ads benchmarks study for 2023 reported that average paid search conversion rates went down 10% and cost per lead increased 20%, year-over-year. 2 – This also speaks to the need to get more serious about offline engagement channels – perhaps leading to a unique ‘arbitrage moment’ for field marketing in 2024.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

APRIL 21, 2015

Take a look at both the value of a solid Lead Management Architecture and Lead Management Process: Lead Management Architecture- How Qualified is Qualified? In most organizations, these two types of leads are classified the same way, despite the fact that they require different approaches.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation Agencies 100

ANNUITAS

MARCH 4, 2020

Such a holistic view takes into account every touchpoint a buyer has along his/her journey – both pre- and post-sale – and brings focus to improving that end-to-end experience so ultimately the entire customer lifetime value increases. And growth is more important than ever. Yet the reality has lost some steam. Random acts.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

JANUARY 19, 2022

It means that relying on a salesperson to guide a lead through all stages of the lifecycle is no longer effective. Understanding and actioning on the moment that a buyer is ready to talk is only possible with a Lead Management Framework. This is how you contact leads at the right point in their journey.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

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

FEBRUARY 26, 2015

Imagine spending months getting your marketing automation platform integrated with your CRM system, new third-party content created, and lead scoring models built. Perhaps the leads sit idle because the sales organization doesn’t know the new process you want them to follow?

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

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

APRIL 1, 2014

Nothing really gets accomplished, and chances are, you won’t score many points, let alone win the game. Like a basketball coach, the power user ultimately can train, lead, evaluate, and is dedicated to optimizing the solution in every possible way. It could be that your scoring threshold is set too high.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Lead Ranking Automation 100

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

ANNUITAS

JULY 21, 2022

The objective for this new organization is to constantly maximize and expand customer lifetime value – by optimizing phases of the customer journey. This movement leads to eventual Growth of the customer relationship, adding additional products/services over time. An integration-first approach also leads to ‘dirty data.’

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

APRIL 7, 2016

Every B2B marketer walks a lead qualification tightrope, and to fall to either side imperils the reputation and success of their entire department. On one side lies the Void of Over-Qualification, where marketing sets interest thresholds too high and leads never qualify. Many marketers have lead quotas they need to hit.

Lead Qualification 100

Lead Qualification B2B B2B Thought Leadership Lead Scoring 100