ANNUITAS

NOVEMBER 30, 2022

Do you have a marketing professional on your list this year? From keeping the business afloat during “unprecedented times” to staring down the barrel of an impending financial downturn (and not to mention layoffs) it has been quite the year for marketers! . Marketing can’t live with them, but can’t live without them.

Planning 130

Planning Work Management Marketing Management High Quality Lead 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. Also, the company has improved the ability to segment and activate Account-based Marketing lists. conversations to date.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

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. I’ll talk more below about ‘what’ the ANNUITAS Go-to-Market Assessment is, but first I’d like to talk about ‘why’ we need this assessment.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

JUNE 10, 2020

Marketing as a business discipline is ever-evolving. Arguably the only ‘constant’ in marketing today is constant change. This is particularly true for Demand Marketing, which today finds itself at a crossroads. What does Demand Marketing mean today? Managing go-to-market processes, technology systems and data.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

JULY 21, 2022

Spoiler alert: The ‘classic’ B2B go-to-market organization and approach is fundamentally broken and out-of-date; moreover, trying to course correct by working on ‘sales and marketing alignment’ is inadequate and unattainable. ” In my last piece, I also outlined a new strategy tack.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

OCTOBER 21, 2021

There has been a major shift in the status quo in the past few years as companies try to hold marketing accountable to firm metrics. But while many have tried, Harvard Business Review estimates that only a quarter of marketing leaders are successfully showing impact. Instead, demand marketing KPIs should focus on outcomes.

Demand 232

Demand Top of Funnel Planning High Quality Lead 232

ANNUITAS

MAY 31, 2023

Some of us at ANNUITAS just returned from the Ignite USA conference in Chicago hosted by B2B Marketing. It was an interesting mix of marketers from both client side and agency side, making up a true picture of the go-to-market reality of today. We discussed our vision for transforming go-to-market via a Converged Growth lens.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

ANNUITAS

OCTOBER 27, 2023

Also not surprising, nearly every facet of the Salesforce portfolio received an injection of GenAI – with the Marketing Cloud platform perhaps receiving the most generous dose. Common AI Use Cases Made Safer in Marketing Cloud Salesforce previously announced that its Marketing Cloud would support generative AI use cases.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

MARCH 4, 2020

The Growth Marketing movement (aka growth hacking ) – now nearly ten years old – has had a significant and positive impact on the efficacy of demand marketing. Yet ‘first generation’ Growth Marketing has hit a wall. Yet ‘first generation’ Growth Marketing has hit a wall. It’s time for Next Generation Growth Marketing.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

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

JULY 8, 2020

To say that 2020 has caused us all to rethink our demand marketing approaches moving forward is an understatement. We all started Q2 having to triage and rapidly iterate at every level of our marketing and sales motions. Yet too many organizations are still responding to this environment by engaging in random acts of marketing.

Planning 263

Planning Demand Paid Search Agency Terms and Conditions 263

ANNUITAS

MAY 12, 2023

The company has been hard at work building what I see as a set of go-to-market enablement tools aimed at the small and middle markets (think: a few hundred to a few thousand employees) that are simple to use, powered by AI, and priced right for smaller enterprises. Let’s overview how each incorporates generative AI.

Marketing AI 130

Marketing AI Enterprise Management Ad Building Work Management 130

ANNUITAS

JANUARY 21, 2020

How to know if your marketing and sales efforts are eroding your growth. How would you describe your current marketing and sales motion? If you had another dollar to invest in sales and marketing, do you know what impact it would have? How do you know if you engage in random acts of marketing? Build a brand.

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

OCTOBER 4, 2016

B2B marketers are always pressed for time. Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? Marketing Automation Platforms (MAPs) are often referred to as the “Swiss Army Knife” of technology. Here are a few marketing automation hacks you need to try: Tokens-.

Marketing Automation Services 230

Marketing Automation Services Marketing Automation Automation Work Management 230

ANNUITAS

JUNE 6, 2023

Over the past year, our series of posts on go-to-market transformation have made the case for and laid out an approach to operationalizing go-to-market activities around the customer lifecycle in a way that better orchestrates engagement, prioritizes customer journey stewardship, and optimizes sustainable client growth.

Marketing Analytics Tools 130

Marketing Analytics Tools Optimization Elasticity Multi-Touch Attribution 130

ANNUITAS

MAY 10, 2023

ANNUITAS has presented a series of posts outlining both ‘why’ and ‘how’ organizations can evolve their go-to-market approach to adopt what we refer to as a Converged Growth model. This approach has similar implications for our Go-to-market (GTM) Technology stack.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Lead Ranking Marketing Automation Services 130

ANNUITAS

OCTOBER 11, 2023

I want to share with you a new service from ANNUITAS – one designed to help go-to-market (GTM) organizations continuously improve their performance. As Growth Leaders , we find ourselves at a crossroads with our go-to-market efforts. Let’s tackle ‘the why’ and dig into how this service works.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

APRIL 13, 2023

Developing a Converged Growth B2B go-to-market organization goes beyond naming a CGO, though, and it’s worth taking a step back to look at how organizational design must also evolve when you take a Converged Growth approach to your go-to-market. Our goal is to break down this divide.

Lead Ranking 130

Lead Ranking Top of Funnel Enterprise Management Work Management 130

ANNUITAS

AUGUST 8, 2023

Our inaugural Go-to-Market Transformation Summit is officially in the books! ’ ANNUITAS CEO Adam Needles set the tone by outlining what we are calling a new “Go-to-Market Operating System” that better aligns demand experience (or “DX”) across the entirety of the pre-and-post sale customer journey.

Multi-Channel 130

Multi-Channel CMO Marketing Management Case Study 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. Whether it’s trade shows, local events or more intimate sales dinners, in-person interactions are a much relied-upon component of every company’s demand marketing mix.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

SEPTEMBER 6, 2018

I had my heart broken at Content Marketing World in Ohio this week. But then he went and said something that made my Content Marketing kool-aid turn a little bit sour. He said that if your primary Content Marketing goal is more leads or more money, then you are wrong. That blog you spend so much time on? So what did Joe say?

Demand 213

Demand Top of Funnel Content Marketing Lead Ranking 213

ANNUITAS

OCTOBER 1, 2020

Yet amid this type of environment, the macro-level situation can make it harder than ever to assess what is actually uncontrollable market conditions vs. what is truly broken in your go-to-market approach. So how do you figure out what is and isn’t working with your demand marketing? NINE SIGNS YOUR DEMAND MARKETING IS BROKEN.

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

JULY 12, 2022

Is your go-to-market team still trying to achieve sales and marketing alignment? B2B organizations have for decades attempted to achieve so-called sales and marketing alignment – fueled by countless business books, analyst reports, strategic frameworks and consulting engagements – all well-meaning.

Organization 130

Organization B2B Marketing Lead Ranking Ad Building 130

ANNUITAS

NOVEMBER 29, 2023

There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. It’s an approach to organizational design akin to taking the Pragmatic Marketing chart and just circling all of the functions. It is not surprising. One is on the CMO, the other is on the CEO.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

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. Shifting to a strategic demand marketing state allows you to perpetually drive scalable, sustainable growth.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

OCTOBER 4, 2016

B2B marketers are always pressed for time. Marketers build strategies, run programs, manage technologies and teams, so how do we make the most of our time? Marketing Automation Platforms (MAPs) are often referred to as the “Swiss Army Knife” of technology. Here are a few marketing automation hacks you need to try: Tokens-.

Marketing Automation Services 181

Marketing Automation Services Marketing Automation Automation Work Management 181

ANNUITAS

JANUARY 31, 2023

The tremendous moment to jump in and help so many companies fix their underperforming marketing and sales motions. Macroeconomic issues, combined with fundamental flaws in enterprise marketing and sales operations, are opening up what we call an “arbitrage opportunity” for firms like ANNUITAS. We are at a unique moment.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 23, 2021

A key component to success is demand marketing programs that repeatably contribute real, measurable pipeline lift. But far too many demand marketing programs are stuck a tactical, activity-based status quo. Because of this legacy, the rest of the organization often thinks of marketing as a cost-center and a tenuous relationship exists.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

AUGUST 21, 2023

We see this challenge in the approach many organizations take to optimizing their go-to-market (GTM) programs. DX is the sum of ALL of the points of interaction between a company’s marketing, sales and customer success organizations and the resultant impact on initial sale and longer-term growth of a customer’s account. CX is not DX.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

APRIL 29, 2021

Go-to-market strategies have an Achilles heel. 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. Consider this challenge: You have a clear idea of who you want to target. INSIDE-OUT VS. OUTSIDE-IN.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

SEPTEMBER 28, 2022

B2B go-to-market organizational design is in a state of crisis. Accenture : “It’s common to see deeper silos from well-established companies that have existed for a long time … more defined boundaries of where marketing activities end, and sales activities begin.”. There is no other way to say it.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 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

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.”. If you’re not sure what other types of KPIs to assign the tool, read Demand Marketing KPIs and Metrics You Should Monitor. Optimizing.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MARCH 8, 2023

The CMO Council recently found that only 12% of marketers believe they have content marketing engines that are strategically programmed to target the right audiences with relevant and persuasive content to engage across channels and perpetually. Or we start spamming our contact list with free trial offers. percent of the time.

Lead Ranking 130

Lead Ranking Top of Funnel Demand Marketing Qualified Leads 130

ANNUITAS

AUGUST 24, 2021

Most organizations are facing a need for transformation of their go-to-market in order to drive predictable and sustainable growth. Holistic, demand-side transformation touches everyone from sales, marketing, and leadership to IT, operations, and finance. ANNUITAS has led organizations through dozens of go-to-market transformations.

Peer-to-peer 130

Peer-to-peer Advertising Agencies Paid Search Agency Work Management 130

ANNUITAS

JUNE 17, 2020

Aligning stakeholders around a large, new initiative or transformation has to be one of the largest challenges demand marketing teams face. All your stakeholders are aligned and your marketing and sales teams are working cohesively and efficiently as one unit focused on achieving growth. There’s a common goal.

Demand 147

Demand Tips Work Management Advertising Agencies 147

ANNUITAS

MAY 13, 2021

Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. Is it simple to set up for an experienced team and intuitive enough for non-technical marketers to create and monitor programs and generate reports? They have built personas and conducted market research.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130