ANNUITAS

MAY 31, 2016

The point is that if marketers are truly going to align their content and Demand Generation programs to that of their Buyer’s purchase path, we need to think less in terms of the funnel and move to developing deep Buyer insights: Why do they purchase? What stages do they take to purchase?

Top of Funnel 100

Top of Funnel Digital Marketing Funnels Marketing Funnels B2B Sales 100

ANNUITAS

MAY 21, 2020

Buyers are paralyzed by the tyranny of choice when it comes to competing products trying to solve the same pain point and are expected to defend their purchase decisions with mountains of research. There are fewer excuses for making a poor purchase on the corporate card.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

JULY 20, 2021

Without a clear picture of your customers’ journeys, it’s impossible to know what is and isn’t working, and therefore, it’s impossible to optimize the path to purchase.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

JANUARY 5, 2016

Ask them who is involved with their purchases, the steps they take to purchase, what events pushed them into a purchase process, what are their unique pain points and challenges? Taking a full view into your buyers and their approach to a purchase is essential and will provide better intelligence for content development.

B2B Marketing 100

B2B Marketing Work Management B2B Marketing Management 100

ANNUITAS

SEPTEMBER 3, 2015

In an attempt to mitigate risk, B2B organizations have become consensus buyers and each member of the committee has their own biases and motivations for purchasing and at times, not purchasing. Identifying this individual is paramount to success if vendors are going to secure the purchase. But the two aren’t the same thing.”.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

ANNUITAS

NOVEMBER 18, 2020

I mean let’s be honest, in the B2B marketing world isn’t everything we do to influence buyers’ actions…actions to purchase our client’s product or solution? You’re now armed with a good understanding of your audience, their purchasing path, and some great content. That means avoiding being interruptive.

Ethics 130

Ethics Personalization B2B Opt-out 130

ANNUITAS

SEPTEMBER 1, 2015

All in all, I used multiple channels during my purchase process (web, social medial, word-of-mouth/peer referral and email) and it took about two months. This applies to buying a car or picking a place to eat…we use multiple channels to consume information that may or may not lead to a purchase.

Advertising Channels 100

Advertising Channels Multi-Channel Peer-to-peer Word of Mouth 100

ANNUITAS

JULY 21, 2016

Purchases are highly transactional. a six-month sales cycle for a large enterprise purchase). Months were spent running numbers, evaluating competitors in other geographic markets, counting customer purchases, identifying the proper target audience segments, and conducting menu tastings. Blogging is critically important.

Startups 100

Startups Web 2.0 B2B Sales Sales Cycle 100

ANNUITAS

AUGUST 5, 2014

68% stated the number of sources used to research their purchase has increased. 34% of B2B buyers have seen an increase in the number of team members involved in the purchase process. Suppliers have 12% of the buyers total mindshare across the entire purchase path.

Top of Funnel 100

Top of Funnel Forrester Marketing Funnels B2B Sales 100

ANNUITAS

FEBRUARY 10, 2015

While this information may be good for a consumer-oriented purchase, it does not get B2B organizations any closer to understanding the trigger events that initiated the purchase process, the multiple stakeholders that are involved with the purchase, the buyers path to purchase or their content consumption patterns.

Demand Generation 100

Demand Generation Marketing & Strategy Forecasting Lead Generation 100

ANNUITAS

OCTOBER 29, 2015

According to the data from the survey of over 200 enterprise marketers,there has been some progress in the past year, but not much: More than 24 percent of enterprise marketers still don’t define the purchase process of the buyer.

Advertising Benchmark 100

Advertising Benchmark Relevance Lead Scoring Lead Ranking 100

ANNUITAS

APRIL 19, 2022

On average, customers engage with nine different channels in their buying process before making a purchasing decision. Communication preferences have changed over the past few years. But while customers have had massive changes in their engagement channel preferences, traditional marketing hasn’t kept up.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

FEBRUARY 4, 2014

When lead nurturing is developed from a tactical “campaign” perspective i.e. a one-time event, it eliminates the ability to align the program content to the buyers purchase path. It also does not take into account the next action the buyer will take in their purchase path, leaving a gap – as seen below.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

MAY 17, 2016

Often times your sales or marketing team will pressure you to purchase a list. The advice Chris gave the group was that if you have to purchase a list, he recommended sending 10% of the list over a 30 day span and then evaluate the engagement post-send. If you have high engagement, then send another 10% of the list. If not, ditch it.

Deliverability 100

Deliverability CAN-SPAM Eloqua Privacy 100

ANNUITAS

MARCH 17, 2023

No meaningful personalization Learning as much as possible about your ideal customer through their demographics, interactions and purchase history helps you deliver better experiences. In a competitive marketplace, increasing customer retention and repeat engagement can grow revenue by up to 40 percent.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

JULY 7, 2015

The number of people involved in a purchase for B2B has been expanding in recent years (5.4 When you’re mapping your buyer’s journey, you must know who your key stakeholders are and build personas with key purchase insights and content consumption preferences for each. Get outside-.

Enterprise Management 100

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

ANNUITAS

APRIL 8, 2014

. - 34% said the number of team members involved in the buying process has increased in the last year. - 68% of buyers have increased the number of sources they use in evaluating a purchase. It means truly understanding all there is to know about your buyer including: Their Path to Purchase.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

ANNUITAS

FEBRUARY 25, 2014

The reason that this transformation is so crucial for today’s marketers is that our buyers have already transformed, and as a result are becoming more and more innovative in their approach to purchase. This is by no means an easy transition, it is hard and will take time.

Marketing Management 100

Marketing Management Demand Generation Demand Sales Qualified Leads 100

ANNUITAS

JULY 10, 2014

Consider the following insight from the Demand Gen Report B2B Buyer Survey: 58% of buyers spent more time researching their purchase. Each one of these people have a different view of the purchase process and insert themselves at different times in the process. 51% spent more time conducted a detailed ROI analysis this year than last.

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

JULY 14, 2015

Some of the results from the 2015 B2B Buyers Survey Report , are as follows: 53% of buyers say their time to purchase has increased with 80% of those saying they are taking more time to research and 82% saying they are viewing more sources. 85% stated they wanted a vendor with knowledge of their industry. It’s a Multi-Channel World.

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

JUNE 4, 2015

Use it to identify who your best customers are today based on their volume of revenue, frequency of purchase and willingness to refer you to someone else. If you already have personas created, make sure they’re in alignment with who is actually responding and purchasing. The results may surprise you.

Ideal Customer Profiles 100

Ideal Customer Profiles Blast Campaigns Conversion Rate Vendors 100

ANNUITAS

JULY 16, 2015

And the numbers can be even higher with a large enterprise purchase involving buying committees. According to a 2015 McKinsey post, Do You Really Understand How Your Business Customers Buy, on average B2B buyers use at least six channels to obtain information prior to purchase and 65% report frustration due to inconsistent experiences.

Buyer's Journey 100

Buyer's Journey Customer Satisfaction Buyer Intent Forrester 100

ANNUITAS

FEBRUARY 27, 2014

Instead, they purchase some type of marketing technology, load up a list, blast a few emails and call it a strategy. You cannot purchase Marketo or Pardot or any of the other multitude of solutions available and expect to suddenly see a tremendous increase in the volume or quality of leads. This is far from what should be happening.

Demand 100

Demand Webinar Metrics Buyer Personas Marketing & Strategy 100

ANNUITAS

JANUARY 31, 2013

With sales blocked from directly engaging with buyers until a choice is mostly made, how can organizations impact purchase decisions? It’s in the creation and distribution of this buyer-centric content that B2B marketers have the opportunity to influence the purchase decisions of their target buyers. Enter content marketing. .

Top of Funnel 100

Top of Funnel Work Management Marketing Management Marketing Automation Services 100

ANNUITAS

JUNE 10, 2020

Often this type of sales enablement was defined by specific tactics, such as list purchases and field events. Field marketing, lead generation, demand generation, and lead management are all precursors (and components) of modern Demand Marketing.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

FEBRUARY 13, 2014

As many as 37% of purchases in 2013 involved four to seven people. resulting in organizations providing a poor purchase experience and significant obstacles to improving customer lifetime value. Almost half (46%) of buyers still prefer creating a short list of vendors before making the decision to communicate with a sales rep.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

AUGUST 27, 2015

It is no secret that buyers want relevant content that aligns to their purchase path and speaks to their pain points and challenges and indeed many organizations are doing a better job at producing more buyer-centric content. What’s happening? However, just producing this content is not enough as it is only a part of the equation.

Top of Funnel 100

Top of Funnel Relevance Lead Ranking Lead Scoring 100

ANNUITAS

DECEMBER 3, 2013

What most organizations fail to do is document the buyers approach to the purchase (this is more than just interest, consensus, evaluation, decision). Blog B2B Marketing Buyer intersection points Buyer persona Content Marketing Institute Demand Generation Strategy DemandGen report'

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

ANNUITAS

JULY 28, 2016

Understanding who they sell to, what a typical buying process looks like, who is on the buying committee and what their buyers are typically looking for when proceeding through a purchase. The foundation to any perpetual demand generation program is the ability to Engage, Nurture and Convert your buyers along their purchase path.

Demand Generation 100

Demand Generation Demand Generation Planning 100

ANNUITAS

NOVEMBER 6, 2012

Because these personas will each take a different approach to the buying process and be viewing this purchase differently. You can’t just have one buyer’s journey that applies to all the unique personas that you have defined. A content architecture or blueprint is built upon buyer personas and their unique buying paths.

Purchase 100

Purchase Buying Cycle Buyer Personas Demand Generation 100

ANNUITAS

OCTOBER 8, 2015

Map to the buying process: Understanding the discrete steps buyers take to purchase is necessary to develop perpetual demand generation, and it is necessary to map content to that process. What is necessary is to understand the “trigger event” that ignites a purchase path and the multiple steps taken by the buyers during that process.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

JUNE 17, 2014

. - Nurture Content is focused on moving past the top of mind issues and into more specific solution categories that match the buyers challenges and pain points. - Convert Content is solution-specific content and delivered at the point in time the buyer is through their purchase process.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Demand Generation Content Marketing 100

ANNUITAS

APRIL 29, 2014

They purchased your solution after much consideration, right? Ask them why they purchased to gain a better understanding of key differentiators for your solution. Delivering more leads to sales doesn’t mean more revenue – only qualified leads can turn into revenue. Take a look at your existing customers.

Process 100

Process Lead Scoring Lead Ranking Work Management 100

ANNUITAS

JULY 31, 2014

The reason they fail is they do not take into account the purchase cycle of the buyer, which moves the thought process to a programmatic approach, and not a series of disconnected tactics. This includes knowing their path to purchase, their challenges and pain points among other things.

Webinar Metrics 100

Webinar Metrics Marketing Strategy Marketing & Strategy Buyer Personas 100