ANNUITAS

AUGUST 30, 2018

It’s been a while since you’ve heard from the ANNUITAS blog– and we’re very pleased to be back – but we’ve spent the last year creating a lot of new content centered on helping our customers find the answer to a very specific question: What type of CMO do you have? Frustrations with Demand Generation.

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CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

NOVEMBER 5, 2020

At ANNUITAS, we work with our clients to look at several areas when determining the definition of a qualified lead. The key to success when defining all of the above, is that both sales and marketing need to work together to define the criteria and actions that indicate intent. We’ve seen this statistic play out in real life.

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Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

NOVEMBER 15, 2021

Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases. No question about it: salespeople need to adapt (and quickly) to a digital-first approach that actually works. There’s been one constant over the last year and a half: change.

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Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

JANUARY 19, 2022

Read on to learn how to balance changing buyer preferences with a hybrid sales model that works for your organization. Read more: 8 Deeper Questions to Ask to Understand Your Buyer. Find the answer to questions like: What is a marketing qualified lead called, and what does it signify? How is a sales-ready lead defined?

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Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

NOVEMBER 2, 2021

We’ve worked with dozens of organizations to implement results-driven inside sales programs and throughout the years we’ve seen that there are five steps to take to maximize the impact of inside sales. If none of these questions have been answered, then your teams are very misaligned and you’re probably experiencing poor conversion rates.

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Top of Funnel Lead Ranking Marketing Qualified Leads Sales Qualified Leads 130

ANNUITAS

OCTOBER 31, 2023

There is no question that AI can have — and already is having — a measurable impact on go-to-market programs. Content personalization works closely with ongoing qualification. The systems, data and GTM organization work in harmony around the GTM motion — pre- and post-sale.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

NOVEMBER 29, 2023

All of this begs the question: Is the role of the B2B CMO past its prime? Yet we still found an opportunity for CEOs to engage more deeply with their CMOs and other growth leaders to more effectively work together to unlock growth. Yet it’s tough to answer this with a binary yes or no. It’s the first step.

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CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

JULY 2, 2020

In the best of times this system halfway worked. Knowing the answers to these questions ensures that your marketing and sales strategy pivots are centered around the buyer. If you’re not sure how to answer these questions, read this blog post: 8 Deeper Questions to Ask to Understand Your Buyer.

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Demand Buy Work Management Process 130

ANNUITAS

OCTOBER 5, 2023

Think of Copilot as a ChatGPT-like prompt right in the UI, which allows users to ask questions in natural language and receive answers that are grounded in secure, proprietary company data from Data Cloud and the Salesforce application clouds. Salesforce announced continued expansion of its Data Cloud partner ecosystem.

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Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

AUGUST 19, 2020

That formulaic approach is still widely applied today, but organizations that offer a considered purchase with a long sales cycle are finding that traditional growth marketing isn’t working for them. The macro experience looks at questions including: Who are the decision-makers and influencers? This is the macro experience.

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Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

NOVEMBER 18, 2020

But the real question posed is whether or not these platforms were originally conceived of with manipulative intent. For a brief few minutes during and after watching the film, I questioned myself. In my work life, have I too become one of those evil algorithms looking to manipulate buyers just to make a profit?

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Ethics Personalization B2B Opt-out 130

ANNUITAS

APRIL 29, 2021

You’ve done segmentation and persona work. You have done (some) customer journey work. Executing a successful go-to-market strategy depends on the answer to a central question – a central orientation for sales and marketing – for driving demand: Are you going to market inside-out or outside-in? INSIDE-OUT VS. OUTSIDE-IN.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

MAY 5, 2020

If your current strategy isn’t working, then neither will the person who was hired to support it. What marketing automation platform is currently in place, and how well is it working? The answer to this question will impact who you hire. Questions to Ask When Interviewing a Candidate. After the Hire: Building Out a Team.

Marketing Automation Services 130

Marketing Automation Services Demand Work Management Marketing Management 130

ANNUITAS

AUGUST 25, 2016

In addition, the questions asked in the survey should always support the purpose and goal for the data collection in the first place. Again, this sounds like a no-brainer, but often surveys turn out to be more of a test of your intelligence interpreting questions than obtaining responses. Keep it simple-. Consistency is key-.

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Advertising Benchmark Customer Surveys Validation Rules 100

ANNUITAS

FEBRUARY 3, 2022

Instead, you need to put in the work to truly understand who your decision makers are. You won’t know if it’s a Millennial, Gen Xer, or Baby Boomer researching your product and submitting forms, so the question arises: how do you serve each audience without knowing who’s engaging with what?

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Generation Cross-Selling B2B Lead Ranking 182

ANNUITAS

JUNE 10, 2020

Answering the question, “What is Demand Marketing,” requires some context – particularly given a substantial shift in its core mission over the past twenty years. Arguably the only ‘constant’ in marketing today is constant change. This is particularly true for Demand Marketing, which today finds itself at a crossroads.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

SEPTEMBER 7, 2021

Neither approach works. Then, the prospect will respond by progressively answering qualifying questions as appropriate throughout the buying journey. However, when asked their opinion, sales is often willing to sacrifice the user experience in order to get as much information about a buyer as possible.

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Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

AUGUST 19, 2022

The critical question: What is the benefit of operationalizing in this way? Too often organizations simply focus on the linear ‘hand-offs’ and ‘SLAs’ — literally encouraging these teams to avoid working together. This work helps with both customer acquisition and long-term retention.”

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Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

SEPTEMBER 7, 2021

Neither approach works. Then, the prospect will respond by progressively answering qualifying questions as appropriate throughout the buying journey. However, when asked their opinion, sales is often willing to sacrifice the user experience in order to get as much information about a buyer as possible.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

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.

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Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

SEPTEMBER 29, 2016

In answer to the age-old question of which platform is the best one for B2B marketing? Like most complicated questions, the answer is going to be different for every company. If it is something relevant to what they are working on, they will read it. Cut bait and try something different if it doesn’t work.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

ANNUITAS

FEBRUARY 28, 2022

Your efforts need to flow, they need to work together and create a cohesive, enjoyable process. It’s about knowing who to contact, where to get a question answered, and how to feel confident engaging across channels. You’ll confidently be able to identify and adjust the channels that are working and those that are not.

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Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

JULY 20, 2021

The result of this work is a Conversation Track Architecture, a critical component of a strategic demand marketing plan. To learn more about how to segment your customers based on behavior, read Customer-Centric Selling: 8 Deeper Questions to Ask to Understand Your Customer.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

NOVEMBER 1, 2016

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. It’s going to take some work. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. There are a few key questions to guide your research: What are his or her objectives?

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. It’s going to take some work. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. There are a few key questions to guide your research: What are his or her objectives?

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

MARCH 8, 2016

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. It’s going to take some work. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. Now, I’m not joining the persona naysayers (you know who you are).

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Buyer Personas Demand Generation Buying Cycle Work Management 100

ANNUITAS

OCTOBER 25, 2016

We work with B2B companies to enable their sales teams, particularly when the strategy or sales message is changing. TM: This is an interesting question, as it gets to the heart of a major divide between marketing and sales that creates so many problems. ANNUITAS: Tell us a bit about yourself and how DSG Consulting helps their clients?

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Consulting B2B Sales Demand Generation Work Management 153

ANNUITAS

MAY 9, 2016

There are many days, weeks and even months during the year that we all get so bogged down and busy in our day-to-day tasks that we can’t stop to attend an educational webinar or take the time to read blog posts about new features and functionalities for products that we work in every day. Live in Vegas-. Summit is not like other events.

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Marketo Peer-to-peer Planning Marketing Automation Services 100

ANNUITAS

SEPTEMBER 29, 2015

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. It’s going to take some work. It’s not a question of what you or your boss likes, but what your buyer needs to move along the buyer journey. Now, I’m not joining the persona naysayers (you know who you are).

Buyer Personas 100

Buyer Personas Demand Generation Buyer's Journey Buying Cycle 100

ANNUITAS

JULY 7, 2016

Others are curious enough to ask questions such as “consulting for what?” I work with large businesses that sell to other businesses to help them figure out how to generate awareness, turn the awareness into sales opportunities, and ultimately drive revenue from their marketing and sales efforts. or “consulting for whom?”

Demand Generation 100

Demand Generation Consulting Demand Generation 100

ANNUITAS

AUGUST 6, 2015

Ask yourself these questions: Are you testing and tracking the results of your marketing efforts to know what is working and what isn’t? If you can’t answer these questions, you need to figure out a way to do so. And the hardest question…. In most cases, what marketing is doing today isn’t working optimally.

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Peer-to-peer Paid Search Agency Buzz Advertising Benchmark 100

ANNUITAS

JUNE 25, 2020

Then COVID 19, racial tensions, new working realities come along and add even more challenging realities. What is the most significant pivot you’ve made (or are in the works of making) to drive growth? Kira Mondrus: One of my favorite things about working at Tricentis is the strong alignment that we have between marketing and sales.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

ANNUITAS

SEPTEMBER 20, 2016

So much so, that at times marketers may resort to tactics that might fall into the questionable practices category. No matter the question, the answer is always the same — XYZ product. *Image via livingoutli.org. Do you recognize any of the following content marketing misses?

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Top of Funnel B2B Thought Leadership Thought Leadership Content 100

ANNUITAS

JUNE 8, 2017

Hopefully your team is working towards the latter, but (as you may know) this is no small undertaking and requires a well-designed strategy. Some key questions to keep in mind include: Are there different tracks for different buyer personas? If so, what are the qualifications for someone being placed in Track A verses Track B?

Ad Building 153

Ad Building Buyer Personas Marketing Automation Services Top of Funnel 153

ANNUITAS

OCTOBER 7, 2014

These sound like simple questions, but the answers hold the keys to developing essential Buyer Insights which are critical to your Demand Generation Strategy. If you don’t know the answers to these questions, how do know how to solve your buyer’s problems? Where they spend time on the web? Who makes up their buying committees?

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B2B Sales Cycle Trigger Marketing B2B Sales 100

ANNUITAS

MAY 20, 2014

How do you manage working off joint prospect lists? These are just a few questions that need to be answered before embarking on any program, let alone a comprehensive strategy to support the revenue objectives for the channel. Take these questions as seriously as you would when you define your own Demand Generation Strategy.

Advertising Channels 100

Advertising Channels Advertising Agencies Work Management Marketing Management 100

ANNUITAS

SEPTEMBER 29, 2016

In answer to the age-old question of which platform is the best one for B2B marketing? Like most complicated questions, the answer is going to be different for every company. If it is something relevant to what they are working on, they will read it. Cut bait and try something different if it doesn’t work.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100