ANNUITAS

NOVEMBER 14, 2022

We’re living in a marketing world that is inundated with buzzwords. In our new content series, Behind the Buzzwords , ANNUITAS will break down the complex jargon you see trending in go-to-market thought-leadership and help you cut through the noise to contextualize it for your organization. . Sometimes, they make sense. McKinsey ).

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 130

ANNUITAS

JULY 16, 2020

A well-orchestrated demand marketing program is a beautiful thing. Lead flow is consistent and predictable. Marketing interactions align to the customer journey. It may come as no surprise to most that sales and marketing alignment is one of the most oft-cited issues with demand marketing. What could go wrong?

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

ANNUITAS

DECEMBER 4, 2020

According to Drift , “between 2019 and 2020, using a Conversational Marketing solution to schedule a meeting, purchase an item, or add yourself to a mailing list more than doubled.”. To succeed, you must integrate chat with Demand Process to orchestrate engagement through the funnel. Post-client chats can be support or sales related.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MARCH 21, 2023

Dynamic Chat gets More AI and Improved Routing Chat is obviously a top trend among marketers , especially as ChatGPT continues to both excite and worry a lot of marketing professionals. Let’s dig in to these new and advanced features. Adobe has made significant advancements to its Dynamic Chat capabilities inside Adobe Marketo Engage.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 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. Especially for ‘high-context’ industries, such as healthcare and financial services, where peer-to-peer interactions and references are key parts of the buying process.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

JANUARY 19, 2022

That doesn’t mean that salespeople are no longer a valuable part of the buying process. It means that relying on a salesperson to guide a lead through all stages of the lifecycle is no longer effective. For more on this, read our guide to operationalizing go-to-market strategy around the customer journey.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

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

MAY 21, 2020

Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity. Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

FEBRUARY 3, 2020

With the competition in the market and the increase in personalization, knowing your buyer is more important than ever. For early stage prospects, companies have trained Lead Development Representatives and Inside Sales specialists to follow a script and make as many calls as possible in a day – and they’ve completely missed the mark.

Peer-to-peer 173

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

ANNUITAS

NOVEMBER 2, 2021

Inside sales teams serve as the bridge between marketing and sales, which makes alignment between all teams critical for success. There are two must-have components to building alignment between marketing, inside sales, and sales. 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

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

OCTOBER 28, 2010

In this book, I (along with 13 other B2B marketing experts) was asked to contribute my thoughts on how to best approach the Lead Funnel, and provide insights on how it relates to sales pipeline. I’m looking forward to the ongoing dialogue around lead management that this project will generate. are needed to reach the goal.

Planning 100

Planning Process Lead Qualification Top of Funnel 100

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. How to Define Data-Driven Marketing You’ll find many varying descriptions of what data-driven marketing means, and it can be challenging to cut through the noise.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 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

JULY 29, 2020

ANNUITAS CEO Adam Needles recently discussed what makes up a Strategic Demand Marketing Plan, one of the main offerings of what we do at ANNUITAS, in this eBook. Stay tuned each week as we explore what strategic demand marketing really means, and showcase how it can truly provide lift to your opportunity pipeline. .

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

ANNUITAS

FEBRUARY 9, 2021

According to Salesforce research, fewer than half (49%) of marketing leaders believe they provide an experience completely aligned with customer expectations, and customers agree. These people are blasted with interruptive sales and marketing activities day in and day out. How Demand Marketing Needs to Adjust.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

APRIL 21, 2015

All modern marketers want to increase conversion rates –it’s just good marketing. By taking a strategic approach in developing a Demand Generation Strategy vs. a tactical approach, marketers can make a bigger impact in their results. Lead Management Process- Crystal Clear Accountability.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation Agencies 100

ANNUITAS

FEBRUARY 23, 2021

Effective growth leaders are focused on achieving aggressive revenue goals – but achieving these goals requires growth leaders to also focus on the underlying processes and infrastructure that allows them to do so in a scalable and repeatable way. But far too many demand marketing programs are stuck a tactical, activity-based status quo.

Demand 130

Demand Work Management Budget Programs Planning 130

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

FEBRUARY 26, 2015

However, your content strategy should be created to align to each step of the buying process for your targeted buyer personas. 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. When building the lead qualification strategy, sales should be the key driver.

Lead Ranking 100

Lead Ranking Lead Qualification Marketing & Strategy Buyer Personas 100

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

SEPTEMBER 21, 2018

For those of you with Marketo in your Demand Process technology stacks, your next question is probably what does this mean for me ? So don’t cancel your tickets for the next Marketo Marketing Nation Summit … that event likely has at least one more go-round.). – Adobe is a strong ally of marketing innovation.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

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

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. For the record, SalesLoft is a respected provider of sales engagement software.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

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. It doesn’t.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Marketing Budget Marketing & Strategy 100

ANNUITAS

OCTOBER 7, 2020

But there’s also a parallel in the marketing world. As we see new trends come and go, and attitudes shift, it’s worth considering for sustainable strategic demand marketing what separates a one-hit wonder from a solid-gold standard that stands the test of time. So, where do one-hit marketing wonders end up?

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

AUGUST 30, 2018

These business leaders had legitimate concerns about the performance of their Demand Generation efforts, which often manifested in a number of ways: sales leaders needing to add headcount to “fill in the gaps” around lead generation shortcomings, or a distrust driven by a disconnect between marketing and sales when it comes to performance reporting.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

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

SEPTEMBER 2, 2014

I was speaking with a company this week that was saying their close rates on qualified leads was less than 30%. Pretty anemic if the leads are indeed qualified (we will not explore this on this post as this is not the overall point). it’s still bogus. Let me explain a bit further.

Lead Qualification 100

Lead Qualification Sales Qualified Leads Work Management High Quality Lead 100

ANNUITAS

DECEMBER 15, 2015

Modern B2B marketers like numbers. 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.

Demand Generation 100

Demand Generation Demand Generation Cost per Lead 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

MARCH 27, 2014

I once heard at a conference one of the speakers tell a room full of marketers “all you need is the desire to want to make it better, and you will.” Despite the information that is being peddled by some, all indications would say that what marketers are facing today is a pretty tough climb.

Demand Generation 100

Demand Generation Demand Generation Terms and Conditions 100

ANNUITAS

MAY 16, 2012

I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Top of Funnel Lead Ranking 100

ANNUITAS

MAY 16, 2012

I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Top of Funnel Lead Ranking 100

ANNUITAS

AUGUST 27, 2015

With Content Marketing World just weeks away, my mind has been on the number of organizations that have increased their marketing spend on the creation of new content. Aligning People: I speak to many marketers who tell me they are responsible for managing certain parts of the funnel. What’s happening?

Top of Funnel 100

Top of Funnel Relevance Lead Ranking Lead Scoring 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

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