ANNUITAS

DECEMBER 9, 2022

As we know, all organizations have had a tough year but no one feels the pressure quite like sales teams. Sales is on the front lines of uncertainty, dealing with organizational pressure to bring in new business, increased expectations with decreased resources, and all the uncertainty that this past year has brought us.

Cold Calling 130

Cold Calling Blast Campaigns Work Management Click Rate 130

ANNUITAS

SEPTEMBER 7, 2021

There is a massive divide between what buyers want to discuss with sales vs. what sales wants to discuss with buyers. The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. In other words: sales doesn’t know how to translate online behavior into meaningful conversations.

Conversion 234

Conversion Sales Qualified Leads Ideal Customer Profiles Opinions 234

ANNUITAS

AUGUST 30, 2018

As we were going through a refresh of our targeted personas, we noticed an increase in engagement with leadership roles that have revenue responsibility (sales leaders, business unit leaders, and even CEOs). Why is marketing’s story so different than sales? Lack of Trust in the CMO.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

SEPTEMBER 7, 2021

There is a massive divide between what buyers want to discuss with sales vs. what sales wants to discuss with buyers. The data shows a clear pattern: sales is struggling to maintain an otherwise personalized buying journey. In other words: sales doesn’t know how to translate online behavior into meaningful conversations.

Sales Qualified Leads 228

Sales Qualified Leads Ideal Customer Profiles Opinions Work Management 228

ANNUITAS

NOVEMBER 30, 2022

Sales Teams That Update SFDC. Oh, the sales team! How is marketing supposed to make informed decisions without accurate and up to date information from sales? Before you jump in to play the blame game , check and make sure your sales and marketing systems are connected and working together so your teams can too.

Planning 130

Planning Work Management Marketing Management High Quality Lead 130

ANNUITAS

OCTOBER 31, 2023

Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools. Our research suggests that a fifth of current sales-team functions could be automated,” claims McKinsey. What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

OCTOBER 11, 2023

For more than a decade, ANNUITAS has led a revolution to stop ‘random acts’ of marketing and sales – leveraging our proven ANNUITAS Demand Process methodology to help our clients make the shift to a strategic and scalable go-to-market approach – both pre- and post-sale. But we are framing the wrong problem to solve.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing 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? Pay for leads and or buy lists. How efficient is your aggregate lead-to-revenue motion?

Ideal Customer Profiles 238

Ideal Customer Profiles Demand Generation Agencies Demand Generation Budget Programs 238

ANNUITAS

APRIL 10, 2023

In short, when companies treat their sales model as a linear journey, they fail to consider their customers’ engagement with the company over a lifetime. A simple four step funnel, though helpful for visualization purposes, is far from the reality of what most B2B sales processes are like. What about what comes after?

Ideal Customer Profiles 130

Ideal Customer Profiles Top of Funnel B2B Thought Leadership Lead Ranking 130

ANNUITAS

JANUARY 19, 2022

As early as 2017 two-thirds of buyers preferred finding information on their own instead of getting help from sales reps. It means that relying on a salesperson to guide a lead through all stages of the lifecycle is no longer effective. Your sales team has a limited window for meaningful conversations with your prospects.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

NOVEMBER 2, 2021

Ninety-six percent (96%) of B2B sales teams have fully or partially shifted to remote selling since April of 2021. Many organizations have expanded their inside sales teams, either through hiring or transitioning field sellers, to accommodate this shift. What is a marketing qualified lead called and what does it signify?

Top of Funnel 130

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

ANNUITAS

MARCH 1, 2023

As companies look to embody a Converged Growth mindset , a CGO is needed to lead the charge from both a strategic and “day to day” perspective. We’ve tried to cover the bases when it comes to both the role and responsibilities, as well as the type of individual that would be best to lead the Converged Growth charge for the organization.

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

NOVEMBER 5, 2020

Let’s talk about leads. Odds are, you’re having conversations about how to attract more leads, how to improve the quality of your leads, how to convert your leads, or all of the above. And in that conversation you might be wondering, “why are we getting bad leads in the first place?” .

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

MARCH 4, 2020

Growth Marketing must evolve past optimizing individual tactics and become a discipline of orchestrating the entire marketing, sales and product ecosystem – driving and optimizing enterprise demand – and thus growth. Growth without retention isn’t growth after all. And growth is more important than ever. Yet the reality has lost some steam.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

MARCH 8, 2022

Chat should be holistically applied to your sales, marketing, and customer support functions. It should be listening to questions and replying with helpful answers, routing leads to the appropriate next step with each interaction. Is user behavior tracked, attached to a lead record, and used to influence next steps?

Marketing Automation Services 130

Marketing Automation Services Lead Ranking Tools Top of Funnel 130

ANNUITAS

NOVEMBER 29, 2023

Defining the CMO role in this way tends to lead to the next issue. All of this leads to a fundamental problem when it comes to digital transformation. It narrows those pre- and post-sale marketing functions under a go-to-market/growth group to those that are directly involved in supporting customer journey.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

JANUARY 30, 2024

However, when we look at these innovations from a Converged Growth go-to-market lens, we see a number of potential applications for B2B use cases that drive enhanced post-sale growth endeavors. The AI-powered tools can help engage buyers, provide product and buying information and streamline post-sale return and support processes.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

MAY 21, 2020

The Interactive Advertising Bureau , a conglomerate of 650 leading media and technology companies, defines attribution as: The process of identifying a set of user actions (“events”) across screens and touchpoints that contribute in some manner to a desired outcome and then assigning value to each of these events. Today, the opposite is true.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

JULY 16, 2020

Lead flow is consistent and predictable. Marketing investments are optimized to produce the most lift, technology is fully leveraged to enable the whole process, and your Inside Sales team is a strategic bridge between sales and marketing. What is a marketing qualified lead called and what does it signify?

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

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. 1 – Orient Around End-to-End Customer Lifecycle – Pre- and Post-Sale.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

MARCH 21, 2023

New advancements include improved sales routing, to get prospects inside an automated or assisted chat routed to the proper sales rep faster. As the use cases for chat expands to non-lead generation and to more nurture-based, being able to notify a wider swath of individuals that a pertinent chat is happening is a smart addition.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Automation Webinar Metrics 130

ANNUITAS

FEBRUARY 13, 2024

. “[A] growing contingent of marketers think gating content is a tacky, intrusive tactic that undermines the power of good content and exacerbates the tension between marketing and sales departments,” asserts Built In editor Hal Koss. That’s a strong statement, but reflects the prevailing winds. How did we get here?

Marketing Analytics Tools 130

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation 130

ANNUITAS

DECEMBER 4, 2020

It does double duty, educating prospects while accelerating sales, and so the tool has grown in popularity over recent years. Customer Support vs. Sales: Live chat strategy should be prepared to handle both. Companies want to drive sales, so they add chat. Post-client chats can be support or sales related.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

MAY 13, 2020

Both ask the same, fundamental question when analyzing demand marketing budgets: What real sales ‘lift’ am I getting from this spend? Demand Marketing should be held to a clear, high standard of incremental – i.e., ‘net’ – contribution to sales. What do CFOs and CROs have in common? What do we mean by lift? Incrementality.

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 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. But those campaigns are neither scalable nor efficient. But it doesn’t have to be that way.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

FEBRUARY 23, 2021

When marketing can’t make that transition (or can’t make it fast enough), sales often takes steps to generate demand themselves – distracting from selling and leading to misalignment between the two organizations and confusion around who owns the final number. Increasing Budget Doesn’t Always Equal More Leads.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. What’s wrong with the status quo of siloed teams and random acts of sales and marketing ?

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

AUGUST 24, 2021

Holistic, demand-side transformation touches everyone from sales, marketing, and leadership to IT, operations, and finance. People are the key to success (or failure) and so finding the right person to lead demand-side change is the key to successful transformation. Lead by example. Your Leader’s Personality.

Peer-to-peer 130

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

ANNUITAS

FEBRUARY 16, 2023

That said, let’s dig deeper into some of the pivots involved in either naming a CGO or building out a distributed Office of the CGO organization: Focusing on End-to-end Go-to-market vs. (Pre-sales) Marketing + Sales Many corporate leaders would equate “growth” with the mandate of a Chief Marketing Officer (CMO) or Chief Revenue Officer (CRO).

Lead Ranking 130

Lead Ranking Top of Funnel Peer-to-peer Paid Search Agency 130

ANNUITAS

NOVEMBER 14, 2022

When COVID lockdowns began, many businesses realized very quickly that their sales and marketing infrastructure was out of date. The world was shifting to digital-first so fast that traditionally sales-led companies struggled to keep up. and the term “digital transformation” started to gain traction in the go-to-market space. .

Digital Transformation 130

Digital Transformation Top of Funnel Digital Marketing Funnels Sales Qualified Leads 130

ANNUITAS

MAY 13, 2021

Too often MAPs are associated with tactical email nurturing and simple lead qualification — tactical use cases that dominate immature platform deployments. Does it offer a solid integration with Salesforce (or other, leading CRM), including a view into the lead, contact, account and opportunity objects?

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

AUGUST 12, 2020

Our Lead Management Framework should then support this dialogue. Essentially, our lead qualification process should focus less on demographics and firmographics, and instead prioritize building sustained buyer engagement and understanding where the buyer is in the buying process. . Lead Management Framework. the waypoints.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

JULY 29, 2020

What is it exactly, and how does it fit into your current sales and marketing environment? Demand marketing is about more than just leads — i.e., it’s more than finding names of people for sellers to call. This definition is broader than simply ‘lead generation’ or ‘demand generation.’

Planning 162

Planning Demand Marketing Plans Paid Search Agency 162

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

APRIL 29, 2021

As a result, your go-to-market unspools as an infinite string of random acts of sales and marketing. And the results are lackluster as your spending fails to deliver sales lift. An outside-in approach looks different: Your go-to-market leads with your customers’ pain points. INSIDE-OUT VS. OUTSIDE-IN.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

JUNE 10, 2020

It is a strategic component of a company’s overall go-to-market motion — complementary to and collaborative with a company’s sales and channel organization(s). Optimizing demand investments against sales outcomes. Orchestrating customer engagement” includes: Educating along the buyer journey.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

MAY 2, 2023

It has philosophically decoupled its “marketing” technology from a traditionally pre-sales focus and seems to have fully embraced the idea of full-cycle nurture and growth enablement. The result is a far richer set of data around every prospect, lead, contact, account, etc. Marketing Cloud now offers native WhatsApp integration.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130