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

JULY 10, 2014

About two years ago I wrote a blog post on Why BANT No longer applies for B2B Lead Qualification. Given the environment in which we live as B2B Marketers, BANT (Budget, Authority, Need and Timeframe) is not a trustworthy indicator of the qualification status of the leads. BANT is not Aligned to a Buying Process. “I

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

APRIL 10, 2023

The beautiful path every prospect takes as they embark on a voyage from initial discovery to a happy client who will continue to use your services and sing your praises to everyone they know. Consider progressive profiling as the mechanism through which you can orchestrate a two-way conversation with your prospects. What does it mean?

Ideal Customer Profiles 130

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

ANNUITAS

AUGUST 28, 2012

Fifteen years ago I worked for a B2B marketing agency that had an outbound call center focused on lead generation. The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria. Group Thinking.

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. The goal for the majority of our programs was to have our telemarketers qualify names, gather some information and qualify these prospects by the famed BANT (Budget, Authority, Need, Timeframe) criteria. Group Thinking.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Lead Ranking Leads 100

ANNUITAS

MARCH 8, 2022

Instead, your chat tool should be actively developing a relationship with your prospects. It should be listening to questions and replying with helpful answers, routing leads to the appropriate next step with each interaction. 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

JANUARY 19, 2022

It means that relying on a salesperson to guide a lead through all stages of the lifecycle is no longer effective. That spells out two things: Your prospects are looking for ways to find solutions on their own. Your sales team has a limited window for meaningful conversations with your prospects.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

NOVEMBER 2, 2021

If inside sales doesn’t know how to work marketing leads, is frequently asked to do things that aren’t part of their normal responsibilities, or is incentivized to simply pass leads along, you’ll never achieve efficiencies of scale and the teams can’t be maximized. What is a marketing qualified lead called and what does it signify?

Top of Funnel 130

Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

DECEMBER 9, 2022

More Leads of Quality not Quantity . The lifeline of any sales person focused on closing new business is leads, so it makes sense that this is the top of our list this year. But, it’s not just leads that sales wants…it’s quality leads they can actually do something with. What else would a wishlist for salespeople begin?

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

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 Scoring 100

ANNUITAS

APRIL 19, 2022

Here’s how: Step 1: Find out where your prospects search for information. When’s the last time you conducted research to find out where your prospects are searching for information? Start by finding out where your prospects are searching for information today. Ask your customers and prospects where they go for information.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

FEBRUARY 3, 2022

Three main cohorts are leading businesses right now – Baby Boomers, Generation X, and Millennials. So how can you implement a go-to-market strategy that supports all of these needs without isolating any portion of your prospects? They strongly believe that digital purchasing channels lead to more personalized solutions.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

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

JANUARY 20, 2023

Instead of developing a strategy and choosing the channels that are best-suited for delivering results, too many marketing professionals instead opt to bombard customers through any and every channel with no regard to where they are in their buying process , leading to a classic problem of “quantity over quality” and causing frustration.

Top of Funnel 130

Top of Funnel Paid Social Agency Digital Marketing Funnels Advertising Mediums 130

ANNUITAS

JULY 20, 2021

For most companies, the challenge of regularly delivering enough leads and opportunities to hit growth targets has historically meant building a strategy around producing high volume, low quality marketing and sales campaigns. But those campaigns are neither scalable nor efficient.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

APRIL 28, 2020

Financial services companies have long relied on sales to do the heavy lifting when it comes to connecting with prospects. These teams spend countless manhours connecting offline with each lead in their portfolio. Deliver lead-to-revenue visibility. Integrating content marketing and lead management. The Next Steps.

Work Management 165

Work Management Marketing Management Service Paid Search Agency 165

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.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

DECEMBER 4, 2020

Live chat is a growing medium that many companies are turning to as a means to connect with prospects sooner and faster. It makes sense; the medium cuts down the time and steps needed for a successful information exchange between provider and prospect. Let’s not forget – support chats can turn into Qualified Leads, too.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

FEBRUARY 3, 2020

They come right out and ask how many seats the prospect has. But while most companies understand that they need to increase their personalization efforts, few are taking steps to improve their actual interactions with prospects – especially in the sales department. In other words – how can we become customer-centric sellers?

Peer-to-peer 173

Peer-to-peer Work Management Marketing Management Sales Qualified Leads 173

ANNUITAS

FEBRUARY 9, 2021

Through this orchestration, you’re able to intentionally and predictably engage, nurture, and convert prospects into Closed-Won revenue, creating a clear path from interest to purchase. It does nothing to guide a prospect down the path to purchase. That’s why the average lead-to-revenue conversion rate ranges from a mere 0.375% to 0.6%

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

JULY 2, 2020

When that trigger happens, prospects typically move into an active purchase phase. Are You Poised to Capture New Prospects? . Your prospects’ needs have probably changed in the last six months, and perhaps their content consumption preferences are different as well. Until a trigger occurs. They’re making moves right now.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

MAY 2, 2023

The result is a far richer set of data around every prospect, lead, contact, account, etc. This again is key for full journey engagement, as it allows users to create more seamless dialogs that span beyond the normal lead/acquisition phases of customer journeys. The additions align well with a full journey engagement mindset.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

AUGUST 19, 2020

Traditional growth marketing focuses on the micro customer experience, because that’s usually enough to push a prospect through a low-risk transaction. Action : Sarah searches “how to generate sales leads” and finds an eBook to download. Once you look at that data (role, company, industry, location, lead/opportunity stage, etc.)

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

OCTOBER 11, 2023

ANNUITAS clients with fully mature go-to-market programs typically see an improvement in end-to-end lead-to-revenue results that is 4-10x industry benchmarks. With this new ANNUITAS GTM Advisory Service , we are building upon our vast knowledge and expertise to become the leading go-to-market analyst firm.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 3, 2020

In particular, helping sales team members improve their ability to engage right place, right time with prospects and customers. A Hubspot post provides a definition : A sales cadence is a sequential order of different outreach methods salespeople can follow to better connect with prospects. Either way, they have the right intent.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

APRIL 29, 2021

You are still failing to connect your prospective customers with the right content, in the right channel at the right time. An inside-out approach looks like this: You’re taking your product or service and attempting to ‘push it’ on prospective customers. Yet, despite all of this planning and insight, you still have a gap.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

JANUARY 21, 2020

Are you maintaining an ongoing dialogue with your prospects, or do you find yourself engaging on an unpredictable, one-off basis? Moreover, does your approach to building demand equate to some combination of the following: Hire more sellers (or “lead development reps” or “demand generation reps”) and ask them to make more outbound calls.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

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

JULY 16, 2020

Lead flow is consistent and predictable. The hand-off from marketing to sales can be smooth and seamless, or it can seem ‘thrown over the fence’ or, worst case, it can become a black hole for your hard-won qualified leads. What is a marketing qualified lead called and what does it signify? How is a sales-ready lead defined?

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

ANNUITAS

FEBRUARY 23, 2021

When marketing can’t make that transition (or can’t make it fast enough), sales often takes steps to generate demand themselves – distracting from selling and leading to misalignment between the two organizations and confusion around who owns the final number. Increasing Budget Doesn’t Always Equal More Leads.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

FEBRUARY 24, 2023

In an ‘uncertain’ marketplace, the greatest challenge lies in driving and converting demand – i.e., being in the right place, at the right time, with the right message and solution and the right motion to turn a prospect into a customer and turn an existing customer into a “customer for life.”

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

FEBRUARY 25, 2020

Even if a prospect isn’t a customer yet, you, as a B2B service provider, are still expected to put in maximum effort and research their needs to meet their expectations. Due to these high expectations, B2B companies in general aren’t doing a good enough job of personalizing content for their prospective customers.

Personalization 147

Personalization Buyer Personas B2B Marketing Management 147

ANNUITAS

NOVEMBER 22, 2023

As it gets harder and harder to engage with the “right content, at the right time” with prospects and customers throughout the end-to-end Demand Experience, being able to better identify and serve up the right content to the right prospect is only an improvement.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 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

JULY 29, 2020

Demand marketing is about more than just leads — i.e., it’s more than finding names of people for sellers to call. Demand marketing is about cultivating and educating prospects who are engaged, who are in an active buying process, and who are at the right place and time to talk to your sellers about their needs.

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

ANNUITAS

APRIL 23, 2015

However, when those prospects don’t immediately respond to our emails or calls, we keep emailing them wondering why they are not responding. The Lead Management Process is more complicated than this, but the idea is to pay attention to the level of Engagement of your prospects and those that fit the right buyer profile.

Demand Generation 100

Demand Generation Demand Advertising Benchmark Marketing Prospects 100

ANNUITAS

FEBRUARY 28, 2022

They should instead focus on informing the customer journey and connecting with prospects while simultaneously learning more about an organization’s readiness-to-buy. This will allow you to constantly improve your systems and the amount of predictable, ongoing leads through your pipeline. Build a win-win scenario for your prospects.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147