ANNUITAS

AUGUST 19, 2022

My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model. This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

NOVEMBER 5, 2020

Let’s talk about leads. Odds are, you’re having conversations about how to attract more leads, how to improve the quality of your leads, how to convert your leads, or all of the above. And in that conversation you might be wondering, “why are we getting bad leads in the first place?” .

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

AUGUST 12, 2020

Over the past two weeks, we have covered the definition of strategic demand marketing and introduced you to the first phase in our process, the insights phase. It is at this stage that we define the critical customer journey and begin to build the Strategic Demand Marketing Plan. . The Core Elements of the Demand Marketing Plan.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

FEBRUARY 24, 2023

Our marketing and sales motions are the lifeblood of our top lines, yet too often, when they are not delivering, we are unable to objectively assess what is going wrong. Where Go-to-Market Programs Fall Down I’ve said this before: Go-to-market strategies have an Achilles heel.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

APRIL 29, 2021

Go-to-market strategies have an Achilles heel. You’ve done segmentation and persona work. You have a clear go-to-market approach, but you cannot operationalize it. As a result, your go-to-market unspools as an infinite string of random acts of sales and marketing. INSIDE-OUT VS. OUTSIDE-IN.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

FEBRUARY 3, 2022

Three main cohorts are leading businesses right now – Baby Boomers, Generation X, and Millennials. All three groups have distinctly different levels of comfort around digital interactions and distinctly different preferences for how they want to progress through the buying process. This presents a challenge.

Generation 182

Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

AUGUST 4, 2020

Last week, we discussed what we really mean when we talk about demand marketing. This week, as we dive deeper into the anatomy of a Strategic Demand Marketing Plan , we introduce you to the first step in our process: the insight phase. They have built personas and they have detailed product marketing plans.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

MAY 13, 2021

Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. Too often MAPs are associated with tactical email nurturing and simple lead qualification — tactical use cases that dominate immature platform deployments. ADOPTING ENTERPRISE DEMAND PROCESS. billion in 2019.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

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. However, your content strategy should be created to align to each step of the buying process for your targeted buyer personas. Lack of Alignment with Sales.

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

ANNUITAS

DECEMBER 20, 2018

Data Driving Personalization and Account-Based Marketing While Protecting Buyer Privacy. In this new world where 42% of buyers become “annoyed” by non-personalized content, adoption of account-based targeting strategies and innovative marketing technology solutions is growing rapidly in marketing organizations.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

ANNUITAS

JULY 28, 2015

Then why are so many Enterprise B2B marketers missing the mark? ANNUITAS recently published the first B2B Enterprise Demand Generation Study to understand what drives this unique group of marketers. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

Buyer Personas 100

Buyer Personas Demand Generation Case Studies Barriers 100

ANNUITAS

OCTOBER 15, 2020

For decades vanity metrics have been the guiding light for measuring marketing success – largely because the capabilities didn’t exist to measure closed-loop KPIs. As a result, marketing has become thought of as a cost-center with very little measurable output. Here are five vanity metrics your marketing team needs to be wary of. .

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

JANUARY 21, 2016

Tactical marketers are everywhere – cloaked in their favorite colors from the branding guidelines, blasting the database while crouched behind a promising mission statement. The problem with being a tactical marketer is that it doesn’t typically drive perpetual revenue. What is your conversion rate at each lead management stage?

Tactics 100

Tactics Top of Funnel Demand Generation Buyer Personas 100

ANNUITAS

JANUARY 27, 2015

Then why are so many Enterprise B2B marketers missing the mark? ANNUITAS recently published the first B2B Enterprise Demand Generation Study to understand what drives this unique group of marketers. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

Buyer Personas 100

Buyer Personas Demand Generation B2B Sales Case Studies 100

ANNUITAS

OCTOBER 27, 2016

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. It is near impossible to demonstrate value when the approach to marketing changes continually…”.

Account Based Marketing 168

Account Based Marketing Marketing Management Planning ABM 168

ANNUITAS

SEPTEMBER 22, 2016

If there was a Marketing Automation soiree, I’d be the host. As a marketing automation consultant and a marketing technologist at heart, I work with technology all day, every day. The platforms today can enable just about any marketing task, including automation. It’s more than automation, but how much more?

Marketing Automation Services 133

Marketing Automation Services Marketing Automation Automation Email Marketing 133

ANNUITAS

SEPTEMBER 22, 2016

If there was a Marketing Automation soiree, I’d be the host. As a marketing automation consultant and a marketing technologist at heart, I work with technology all day, every day. The platforms today can enable just about any marketing task, including automation. It’s more than automation, but how much more?

Marketing Automation Services 124

Marketing Automation Services Marketing Automation Automation Email Marketing 124

ANNUITAS

JANUARY 20, 2015

Simply having a demand generation program is no longer enough to drive sustainable revenue, as evidenced by the less than three percent of marketing departments that indicate their demand generation efforts are actually effective ( ANNUITAS 2014 B2B Enterprise Demand Generation Survey ).You What Would the Buyer Do?). Mind the Mid-Funnel Gap.

Top of Funnel 100

Top of Funnel Lead Ranking Demand Generation Agencies Demand Generation 100

ANNUITAS

MARCH 1, 2016

And most marketing and sales data is just that — garbage. How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ? Demand generation leaders know it’s not true, though. Garbage in; garbage out. closed revenue).

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

ANNUITAS

MARCH 19, 2013

If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. What is a persona?

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

ANNUITAS

MAY 28, 2020

A few weeks ago, my colleague Scott Parent wrote about the immediate impact the COVID-19 pandemic was having on marketing. In it, Scott offered four actionable ways to quickly and effectively shift your demand marketing plan to accommodate the changing business environment. But he didn’t just present these ideas in a blog post.

Top of Funnel 147

Top of Funnel Demand Webinar Metrics Paid Search Agency 147

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales. Because they tend to be singular and of-the-moment, they rarely align with the buyer’s purchasing process or need for specific information. Let’s take a step back.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

JULY 28, 2016

As is often the case in these discussions, the topic of the sales team came up. My prospective customer, who is an executive on the marketing side of the organization, wanted to know how he could get sales to appropriately respond to the leads that would be generated from a perpetual demand generation program.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

JANUARY 13, 2015

One of the key takeaways was that “Marketing departments are struggling to succeed with their Demand Generation.” So, with a finite amount of resources where should B2B Enterprise marketers focus their efforts for the most impact? Customer nurturing programs are another way to put those buyer personas to good use.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Buyer Personas Demand Generation Agencies 100

ANNUITAS

MAY 5, 2016

“Hold the vision; trust the process.”. Marketers are often eager to get started on the road to Demand Process Transformation℠. We tell them it won’t be easy and that only by way of a structured process will we get to the finish line and accomplish the established goals. — Author unknown.

Demand Generation 100

Demand Generation Demand Generation Forrester 100

ANNUITAS

APRIL 10, 2014

the marketing automation space is due to grow by 60% this year and reach overall revenues of $1.2 The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations. According to Raab Associates, Inc.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

ANNUITAS

MAY 7, 2014

Drawing a crowd of approximately 400, mostly B2B marketers there is a thirst for knowledge and deeper understanding of how to advance their content marketing strategies. At the end of the day, an overwhelming amount of companies are “doing” content marketing, however, there are those who are doing and those who are doing it right.

Buyer Personas 100

Buyer Personas Demand Generation Content Conference 100

ANNUITAS

JUNE 9, 2016

In terms of B2B marketing, we know the buyer’s journey can be long and is often complex, involving many different buyers and typically buying committees from across an organization. So how can marketers identify buying triggers for different buyers and why does it even matter? Understanding the triggers –. Identifying triggers-.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

ANNUITAS

OCTOBER 27, 2016

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. It is near impossible to demonstrate value when the approach to marketing changes continually…”.

Account Based Marketing 100

Account Based Marketing Marketing Management Planning ABM 100

ANNUITAS

SEPTEMBER 22, 2016

If there was a Marketing Automation soiree, I’d be the host. As a marketing automation consultant and a marketing technologist at heart, I work with technology all day, every day. The platforms today can enable just about any marketing task, including automation. It’s more than automation, but how much more?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Email Marketing 100

ANNUITAS

APRIL 17, 2014

It turns out there are some common pitfalls among marketers. A couple emails, a webinar and three white papers do not make a marketing strategy. Is your company trying to gain market share or drive incremental revenue? Content is obviously a key part of any marketing strategy. Delivering unqualified leads to sales.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Webinar Metrics 100

ANNUITAS

JULY 7, 2015

The buyer’s journey is a lot like that, and modern B2B enterprise marketers need to add “explorer” to their job description as a result. We marketers like nice, logical step-by-step directions to map out the buying process, but the truth is that our buyers don’t really care about our carefully rendered charts and diagrams of how they buy.

Enterprise Management 100

Enterprise Management Buyer's Journey Demand Generation Agencies B2B Sales 100

ANNUITAS

FEBRUARY 28, 2011

Those marriage relationships that stop the conversation rarely lead to ongoing growth. Eventually, you get the chance to “propose” (ask for the sale) and “get married” (acquire the buyer as a customer). So, it’s vital to begin managing the relationship immediately by engaging them and beginning the nurture process.

Top of Funnel 100

Top of Funnel Lead Ranking Marketing Qualified Leads Buying Cycle 100

ANNUITAS

FEBRUARY 10, 2015

In November 2014, ITSMA took a poll to gain insight into the top priorities of B2B marketers over the next two years. The poll, as seen below, showed that Brand and Positioning was the number one focus at the time with Lead Generation as the second overall priority. kids and makes an annual salary of $135,000 a year.

Demand Generation 100

Demand Generation Marketing & Strategy Forecasting Lead Generation 100

ANNUITAS

JANUARY 8, 2015

Now that you’ve selected your marketing automation platform (MAP), it is time to implement. Marketing automation is not a one size fits all approach and each implementation must be done to align with the current business systems and processes currently in place. Will other systems be integrated into your MAP?

Marketing Automation Services 100

Marketing Automation Services Resource Management Marketing Automation Work Management 100