ANNUITAS

NOVEMBER 15, 2011

Yet, if you take the time to get to know your customer inside and out, you’ll be able to create better product, deliver better service and improve customer retention. In one company I worked for, we were pressing to meet a product launch date. We took 10 minutes to unwind, watched a product manager win $50, and had a few laughs.

Positioning 100

Positioning Work Management Planning Marketing Management 100

ANNUITAS

MARCH 10, 2023

This allows them to position themselves as trusted sources of information and to influence and inspire others to think differently and drive positive change. Thought leadership marketing allows you to position yourself as an authority in your field. Provide genuine opinions on the subjects that people find helpful.

Thought Leadership 147

Thought Leadership Top of Funnel Advertising Funnels Trust Marketing 147

ANNUITAS

MAY 31, 2023

The book covers a wide range of topics, including: The role and responsibilities of a Chief Growth officer A sample position description Actionable Converged Growth frameworks and strategies Technology stack analysis in a Converged Growth organization Want a copy for yourself?

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

ANNUITAS

MAY 21, 2020

Lax rules that allow too many false positives to come through. I.e., did demand marketing activities lead to a positive sales outcome, versus occurring in tandem with (or after) the positive sales outcome. These mistakes include: Stretching the same model to serve too many purposes. Rigid rules stuck in outdated thinking.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

AUGUST 21, 2023

Customer Experience (CX) defines the quality of a customer’s interaction with a given product or service, as well as the adjacent service and support around this product or service. Positive CX is a substantive element that builds things like Brand Equity and user adoption, and it is a direct dependency on customer retention.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

MAY 13, 2020

There is no question that marketing plays an important role in the areas of product and brand, which often have ‘soft’ vanity metrics used to assess program impact. I.e., did demand marketing activities lead to a positive sales outcome, versus occurring in tandem with (or after) the positive sales outcome.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

FEBRUARY 7, 2023

Pull in customer success and product teams (and even technical support if applicable). How is data shared between sales, marketing, customer success and product? Focus on real value metrics like customer lifetime value and expansion revenue per customer, etc. Are the key processes to support improved CLV supported by the tech?

Lead Ranking 130

Lead Ranking Peer-to-peer Paid Search Agency Terms and Conditions 130

ANNUITAS

FEBRUARY 24, 2023

They tend to make a lot of sense in the strategy phase — with well-reasoned positioning, market sizing, supporting marketing research insights and thoughtful segmentation. 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

JUNE 25, 2020

Driving a long-term strategic growth plan requires alignment across all organizational business functions – from product marketing, analytics, and sales, to operations and customer success. Buyer feedback on our product was overwhelmingly positive. Motivation and productivity have been really high.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

FEBRUARY 28, 2022

Nearly the same percentage say the experience a company provides is just as important as the products or services it provides. As a general rule, a positive customer experience in Account Based Marketing will: Deliver the right information at the right time. So how can we improve the customer experience in ABM?

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

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. This is how (tactical) growth hacking for a product evolves into (strategic) growth marketing for the enterprise. Yet ‘first generation’ Growth Marketing has hit a wall.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

NOVEMBER 18, 2020

Thinking back just ten or fifteen years ago, weren’t Google, Facebook and others positioned as free products? These products were supposedly created to help us be more efficient and to foster a sense of community. If you’re not paying for the product, then you’re the product.” And we all remember wondering….but

Ethics 130

Ethics Personalization B2B Opt-out 130

ANNUITAS

SEPTEMBER 21, 2018

Moreover, Adobe’s product quality is world class — something that cannot be said for every software vendor that has acquired marketing automation. Their Content Management and Personalization products could also seriously expand Marketo’s ability to power PDG. So we see it as a positive. Adobe GETS marketing.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

ANNUITAS

AUGUST 30, 2018

We refine it a bit more in one of our new content offers called Demand vs. Brand: Cultivating the Revenue-Focused CMO where we describe a revenue-focused marketing team as: Working with the sales team to map the buyer’s journey for your products and services. You Can’t “Hack” Demand Generation.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

JULY 21, 2022

Said differently, customers must experience ‘success’ with the purchased products/services, or else future growth is not possible. This movement leads to eventual Growth of the customer relationship, adding additional products/services over time. Instead, the key is to embrace a Customer Data Value Chain approach.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

OCTOBER 7, 2020

The latest Gartner Hype Cycle for Digital Marketing maintains ABM platforms sliding down the Trough of Disillusionment, with an estimated 2-5 years until they reach the Plateau of Productivity. This balance between the account and the individual is critical because people are still buying our products. Different engagement approaches.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

OCTOBER 27, 2016

Ramos and Forrester speculated on a few reasons for the disconnect, positing that ABM is “suffering from an identity crisis” and in many cases has “become no more than just another label for selling products.” Specifically, “… ABM lacks specificity and is applied inconsistently to many different approaches.”.

Account Based Marketing 168

Account Based Marketing Marketing Management Planning ABM 168

ANNUITAS

JULY 2, 2020

Normally banks have adequate time to prepare for new regulations or product offerings before they hit the market. If you find that you’re overwhelmed by the steps above (or that you aren’t positioned to make any adjustments at all) then it could be because you’re stuck in a tactical demand marketing state ruled by random acts of marketing.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

SEPTEMBER 20, 2016

No matter the question, the answer is always the same — XYZ product. *Image via livingoutli.org. You’ll probably pass off leads that have a higher number of false positives because you are unable to gauge buyer readiness based on engagement with your thought leadership content.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

ANNUITAS

JULY 8, 2014

Workers reported that companies generally satisfy their needs for on-the-job development and that they value these opportunities, which include high-visibility positions and significant increases in responsibility. Dissatisfaction with some employee-development efforts appears to fuel many early exits. Now isn’t that an idea worth exploring?

Customer Satisfaction 100

Customer Satisfaction Training Fulfillment Advertising Benchmark 100

ANNUITAS

FEBRUARY 4, 2016

I interned for two separate companies over a span of eight months and turned my summer internship into a full-time position with ANNUITAS after graduation. It’s for the experience and knowledge about yourself and an opportunity to find a position or join an organization that you may not have access to otherwise. So make the most of it.

Peer-to-peer 100

Peer-to-peer Marketing Automation Services Paid Search Agency Case Study 100

ANNUITAS

MARCH 26, 2013

A: Content marketing is the creation of valuable, compelling and relevant content, developed consistently, to create a positive customer action. If you trying to build a relationship with consumers, one in which they value you for more than just your products or services, great content is the next best thing.

Enterprise Management 100

Enterprise Management Content Marketing Advertising Agencies Work Management 100

ANNUITAS

DECEMBER 8, 2015

I was not shocked to hear this as this is not the first time there have been unrealistic expectations handed down from executives.However, I did feel for her as she had been put in a no-win position by her executive who did not understand that transforming demand generation is not an overnight, or even a one quarter quick fix.

B2B Marketing 100

B2B Marketing Planning B2B Work Management 100

ANNUITAS

OCTOBER 27, 2016

Ramos and Forrester speculated on a few reasons for the disconnect, positing that ABM is “suffering from an identity crisis” and in many cases has “become no more than just another label for selling products.” Specifically, “… ABM lacks specificity and is applied inconsistently to many different approaches.”.

Account Based Marketing 100

Account Based Marketing Planning Marketing Management ABM 100

ANNUITAS

AUGUST 7, 2014

According to Brito, “As long as the messaging on a company’s owned media channels is relevant, not inundated with sales propaganda, and delivers valuable information, they will essentially position themselves as a trusted advisor of content related to their own products and/or industry related information.”.

Relevance 100

Relevance Content Buyer Personas Trade Show 100

ANNUITAS

MARCH 26, 2015

However, when you are exhibiting at the events, the months of planning, creative development, production, scheduling the staff, shipping crates, not to mention the content marketing strategy to drive attendees to your booth and how to Engage them once they are there…well, it can be a bit much.

Effectiveness 100

Effectiveness Demand Generation B2B Thought Leadership Marketo 100

ANNUITAS

AUGUST 26, 2014

However, when you are exhibiting at the events, the months of planning, creative development, production, scheduling the staff, shipping crates, not to mention the content marketing strategy to drive attendees to your booth and how to Engage them once they are there…well, it can be a bit much.

Effectiveness 100

Effectiveness Demand Generation B2B Thought Leadership Demand 100

ANNUITAS

DECEMBER 23, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. You also are positioning yourself as a partner when they are ready to begin the process of change, and that is invaluable.

Top of Funnel 100

Top of Funnel Content Marketing Advertising Agencies Content 100

ANNUITAS

MAY 28, 2014

In fact they need to be as innovative as those in product development. The results speak for themselves in a 600% increase in stock price, top line revenue growing and positive net margins. Beth Comstock , CMO of GE kicked off the general session with her Perpetual Motion Marketing keynote.

Conference 100

Conference Case Studies Customer Satisfaction Demand Generation 100

ANNUITAS

FEBRUARY 2, 2016

When product-focused marketers are the only group tasked with creating content, you run the risk of having that content focus on features and benefits rather than the buyer’s needs at every step of the journey. You also are positioning yourself as a partner when they are ready to begin the process of change, and that is invaluable.

Top of Funnel 100

Top of Funnel Content Marketing Buying Cycle Advertising Agencies 100

ANNUITAS

FEBRUARY 9, 2016

Whether it’s a new industry, product or technology, there are never two days alike and never a lack of things to learn. If we do these three things, people with negative attitudes might just turn into positive champions. One of the best things about working as a Demand Generation consultant is that I get to constantly learn new things.

Demand Generation 100

Demand Generation Demand Generation Work Management 100

ANNUITAS

MARCH 22, 2011

For these tactics, you need to measure positive share of voice: for all those who care, what % has a positive impression of your brand? Consideration: When you are trying to get people to consider your product or solution, marketing tactics are highly measurable.

ROI 100

ROI B2B Thought Leadership Lead Ranking Lead Scoring 100

ANNUITAS

AUGUST 14, 2012

In essence, marketing is delivering a product (leads) to a buyer (sales) and meeting their need. One by-product that comes from developing a Lead Management Framework SM is a better definition of the roles marketing and sales need to play, and what each should do to better manage the buying relationship from beginning to end.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 100

ANNUITAS

AUGUST 14, 2012

In essence, marketing is delivering a product (leads) to a buyer (sales) and meeting their need. One by-product that comes from developing a Lead Management Framework SM is a better definition of the roles marketing and sales need to play, and what each should do to better manage the buying relationship from beginning to end.

B2B Thought Leadership 100

B2B Thought Leadership Marketing Management Peer-to-peer Thought Leadership 100

ANNUITAS

SEPTEMBER 3, 2020

Yet sales leaders all too often turn to SalesLoft and to sales cadence automation as an antidote for their customer demand and sales productivity woes, and therein lies the problem. But SalesLoft is just that – a technology platform – not a strategy, not a solution.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

FEBRUARY 9, 2012

This being said, I think this definition sums it up nicely: Content marketing is the practice of publishing contagious content designed to be found by and influence a behavior of your target market(s) to create a positive business result. It’s not about the product, but rather the solving of the problem.

Interactive Marketing 100

Interactive Marketing Work Management Marketing Management Emarketing 100

ANNUITAS

APRIL 8, 2013

Data is the first step to this and many companies are currently investing heavily to get themselves into a position where they can understand their data and respond to it. A : This very much depends on the company and the products/services it provides. That said, social media is a great way to reach a broad and engaged audience.

Demand Generation Agencies 100

Demand Generation Agencies Advertisements Advertising Demand Generation 100