ANNUITAS

APRIL 20, 2020

Whether it’s a social media post, email copy, ad copy, blog post, white-paper, or ebook, your team is going to spend hours making sure the finished piece is polished. Volume: Number of leads that engaged with the offer. We’re spending a lot of time producing content! So why would you not spend the time tracking its performance?

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

APRIL 17, 2014

A couple emails, a webinar and three white papers do not make a marketing strategy. And you can understand why a list of white papers, tradeshows and webinars as a strategic plan will not alone achieve those goals. Delivering unqualified leads to sales. Sales screams at marketing for more leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 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

JANUARY 21, 2016

Likewise, the primary goal of many marketing teams is to deliver a certain number of top-of-funnel leads, and then sales’ job is to turn those leads into customers.The problem with these measurements is that none of them add value to the business.They aren’t metrics that matter. How many leads actually become customers?

Tactics 100

Tactics Top of Funnel Demand Generation Buyer Personas 100

ANNUITAS

SEPTEMBER 29, 2016

Understand that “building a presence” involves more than simply posting blog articles or white papers, and try to create an unbiased source of educational information to serve the needs of the buyer. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

SEPTEMBER 18, 2014

An increase in leads captured? Who cares, if they can’t be directly attributed to the content, or if they don’t turn into leads that sales is interested in or that can be tied to revenue. Who cares, if those visitors don’t convert. Retweets and likes? Not important if they can’t be tied to pipeline.

Content Marketing 100

Content Marketing Planning Content Demand Generation 100

ANNUITAS

APRIL 10, 2014

A white paper is developed and marketing decides to launch a “campaign” around the white paper. Carlos Hidalgo is CEO of ANNUITAS and has been named to the Top 50 Most Influential in sales lead management. This tactical approach presents several problems, the first being that the tactic becomes the focal point.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

JULY 15, 2014

If the marketing organization is producing lovely, glossy, well-written white papers and collateral without talking to the sales organization, how does marketing know whether or not the content is actually assisting sales or converting prospects to customers? Leads” are rejected. Content is ineffective. Lack of respect.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

SEPTEMBER 1, 2015

This applies to buying a car or picking a place to eat…we use multiple channels to consume information that may or may not lead to a purchase. Theme First, Channel Second: I speak to many marketers who begin planning their approach to demand generation with the content asset in mind – white paper, eBook, webinar, video, etc.

Advertising Channels 100

Advertising Channels Multi-Channel Peer-to-peer Word of Mouth 100

ANNUITAS

JANUARY 6, 2015

Typically these campaigns promote a singular asset or event like a white paper, webinar, or an eBook. This campaign approach leads to a very convoluted buying experience for the buyers. This approach leads to higher conversion rates. The real question however, is what is next? The best news?

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

ANNUITAS

SEPTEMBER 29, 2016

Understand that “building a presence” involves more than simply posting blog articles or white papers, and try to create an unbiased source of educational information to serve the needs of the buyer. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

ANNUITAS

OCTOBER 6, 2010

Lead nurturing is a hot topic right now. It seems that most of my recent conversations with prospects, customers and others in the B2B marketing industry are centered on lead nurturing. My personal experience is that marketers definitely want to (and in some cases, are planning to) deploy lead nurturing of some kind.

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

ANNUITAS

MARCH 11, 2014

In their recent white paper called The Marketing Technologist – A New Role For The Modern B2B Marketing Organization marketing technology personalization platform Demandbase makes a good case as to why the marketing technology stack needs to be owned by marketers.

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ANNUITAS

JUNE 30, 2016

Modern Marketers know it’s important to score leads and that lead scoring is a well known best practice. However, not all lead scoring programs will do the job and in fact, some can actually harm your demand generation efforts if not developed correctly. Your data will guide you in how to build lead scoring.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

NOVEMBER 24, 2015

Modern Marketers know it’s important to score leads, and lead scoring is a well-known best practice. However, not all lead scoring programs will do the job and in fact, some can actually harm your demand generation efforts if not developed correctly. When developing a lead scoring program, look at your data first.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

ANNUITAS

AUGUST 4, 2015

We have a lot of great content, and we generate a ton of leads but sales accepts only a few as sales-ready.”. “We We have white papers for every buying stage, but we just can’t get enough people to download them.”. Early stage buyers may not rush to download your 20-page white paper, as beautifully written as it may be.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

ANNUITAS

MARCH 26, 2020

According to SiriusDecisions , the typical lead-to-revenue conversion rate ranges from 0.375%-0.6%, depending on the type of market. We define this shift in a white paper, “ Making the Critical Shift from Tactical Demand Generation to Strategic Demand Marketing ”: The core of tactical demand generation is optimizing a single sale.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Demand Generation 162

ANNUITAS

DECEMBER 18, 2014

A successful MAS instance has a lot of moving parts to consider – from the process-oriented questions of lead management and the handoff to sales, data quality and data management questions associated with new lead records (and old ones), CRM integration, and more – so it not surprising that most Enterprises struggle with marketing automation.

Enterprise Management 100

Enterprise Management Lead Scoring Lead Ranking Content 100

ANNUITAS

JUNE 12, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. I must be a “hot lead” in more systems than I can count, and I am sure I am not alone.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Sales Qualified Leads 100

ANNUITAS

OCTOBER 13, 2015

A successful MAS instance has a lot of moving parts to consider – from the process-oriented questions of lead management and the handoff to sales, data quality and data management questions associated with new lead records (and old ones), CRM integration, and more – so it not surprising that most Enterprises struggle with marketing automation.

Enterprise Management 100

Enterprise Management Content Lead Scoring Lead Ranking 100

ANNUITAS

OCTOBER 9, 2014

Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. I must be a “hot lead” in more systems than I can count, and I am sure I am not alone.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Demand Generation Agencies Demand Generation 100

ANNUITAS

JANUARY 29, 2015

Don’t assume buyers want to talk to you because they downloaded three white papers in one day. Customers and prospects will share information that can lead to buyer insights you never would have dreamed of. Evaluate to see if you are enabling a frictionless-exchange with your buyer.

Enterprise Management 100

Enterprise Management Demand Generation Buyer Personas Top of Funnel 100

ANNUITAS

APRIL 3, 2014

Most lead scoring models fail — at least initially. Leads are typically scored based on activity and demographics, and in some cases channel. Everyone comes to agree on the lead scoring criteria (sales and marketing are in alignment!) and the program is launched.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100