ANNUITAS

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Industry Perspective: Is Your Demand Marketing Keeping Up With the Changing Buying Process of B2B Banking Customers?

ANNUITAS

In an industry heavily reliant on relationships, the reality is that the B2B banking customer’s buying process is typically long, and rarely linear. Potential customers can enter and exit the decision-making process at any point, and external pressures are a heavy factor in whether or not a purchase (or change) will occur.

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Why Process Transformation Fails

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As we walked through the Demand Process approach we needed to take, one attendee from our client made mention of past attempts to “do things differently” and the resulting failure. Here are some of the most common obstacles that exist in organizations today that prevent organizations from improving Demand Process.

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Change of Seasons –Might be Time to Change your Process Too

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Take a look at five ways to make a change in your Demand Process to drive better results: 1. Appoint a project manager to lead the process. If you don’t have the numbers you need to be able analyze demand generation results and processes holistically, make that goal number one. Evaluate the current processes.

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The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

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There is no doubt that the role of the B2B marketer has changed and this change has been led by the change in the buying process and the access to information that is at the finger tips of todays B2B buyer. Step Two: Process. The second aspect of the “process” component is continued improvement.

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The B2B Sales Role in the New Buying Process

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The B2B buyer is truly driving the buying process taking control out of the hands of sellers. The phrase “buyers are turning to sales much later in the buying process” was repeated continually as a way to describe this shift of power. Social media has played a pivotal role in the shift of the B2B buying process. Go for it.

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Three Things You Can Learn from the Process of Planning and Nurturing

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As seen in the funnel produced by The Annuitas Group (see image at the end of this post), the Lead Planning Process should begin with marketing determining the amount of revenue that they are expected to generate. Once that number is determined (and agreed to by both marketing and sales), the rest of the planning process can continue.

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Quality Matters – Analyzing the Effect of Quality on the Lead Handoff Process

ANNUITAS

We are glad to have Steve Woods, CTO of Eloqua as a guest contributor to The Annuitas Group blog. 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.