ANNUITAS

MAY 13, 2021

Does it offer a solid integration with Salesforce (or other, leading CRM), including a view into the lead, contact, account and opportunity objects? Go-to-market falls apart at execution: Don’t get me wrong, many companies have a very clear view of their target customer. Does it have a capable, accessible, powerful – and two-way – API?

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

JUNE 10, 2020

Maintaining a 360-degree view of buyer behavior. It’s becoming a holistic view that takes into account every touchpoint a customer has along his/her buying journey – both pre- and post-sale – and brings focus to improving that end-to-end experience so that ultimately the entire customer lifetime value increases.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

MAY 13, 2020

What’s worse, attribution leads to a demand marketing environment where budgets are defended from the top-down, and demand marketing is not viewed from an ROI perspective, i.e. bottom-up. . Quite simply, it’s our view of demand marketing – i.e., that it should be a predictable, repeatable and optimizable ‘annuity.’ .

Demand 147

Demand CMS Development Marketing Attribution Budget Programs 147

ANNUITAS

OCTOBER 31, 2023

Second, the same data is often represented differently across systems — preventing the successful compositing of this fragmented data into a complete, 360-degree view of the customer and/or the ability of customer state to trigger actions in various GTM Technology Stack systems. First, customer data is often fragmented across siloed systems.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

AUGUST 12, 2020

This is a very different view of how marketing and sales is built today, but when we take this approach, we can achieve a critical and relentless focus on buyer outcomes. The entire organization and tech stack should be process rationalized with organizational stewardship and the concept of driving buyers through a data value chain.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

JANUARY 31, 2023

Look, I understand people are excited to start new roles, but let’s take a pragmatic view, or at least a professional one, when we talk about why we take on new roles and challenges in our careers. For me, it’s all about timing, opportunity, scale and impact.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

FEBRUARY 3, 2020

Our objective is to get a complete picture of the buyer, rather than a narrow view of what’s led them to a specific product or solution. There’s a set of guidelines we like to follow at ANNUITAS when we kick off any new project to steer how we understand customers and prospects.

Peer-to-peer 173

Peer-to-peer Work Management Marketing Management Sales Qualified Leads 173

ANNUITAS

JANUARY 5, 2016

However, many organizations use this approach, and in so doing, miss gaining a complete view of their buyers. In order to gain true insights into their buyers, B2B marketers need to go beyond the internal-only view and speak directly to their buyers.

B2B Marketing 100

B2B Marketing Work Management B2B Marketing Management 100

ANNUITAS

MARCH 25, 2014

ISPs and networks view all new IP addresses the same and provide restrictions on incoming mail until a sending reputation has been proved over time. If your email program mimics a spammer with high volumes, a high ratio of complaints and low engagement then you will be viewed as a spammer. How to avoid looking like a spammer?

Deliverability 100

Deliverability Demand Generation Agencies Marketing Automation Services Planning 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.

Rules 100

Rules Multi-Channel B2B Advertising Mediums 100

ANNUITAS

NOVEMBER 8, 2016

Starting with your buyers and bringing that view through every step, from the first interaction all the way to how your sales team interacts with leads you’ve provided. These aren’t disparate pieces, but integrated functions in a machine that can run for the long term. The machine needs key pieces to function properly.

Enterprise Management 212

Enterprise Management Demand Generation Deliverability Marketing & Strategy 212

ANNUITAS

AUGUST 14, 2012

“ Marketing needs to view sales as their customer! ” How many times have you heard this one? However, viewing marketing’s role through such a myopic lens severely limits them. Recent research indicates that very few CEO’s, CMO’s, SVP’s or CRO’s view marketing and sales as peers. So sales is ultimately their customer.

B2B Thought Leadership 100

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

ANNUITAS

AUGUST 14, 2012

“ Marketing needs to view sales as their customer! ” How many times have you heard this one? However, viewing marketing’s role through such a myopic lens severely limits them. Recent research indicates that very few CEO’s, CMO’s, SVP’s or CRO’s view marketing and sales as peers. So sales is ultimately their customer.

B2B Thought Leadership 100

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

ANNUITAS

FEBRUARY 28, 2022

Over time, the collected insights will build a stronger view of your customers without compromising the need to nurture and develop your individual relationships. In addition to content delivery, ensure your team understands who is responsible for which customers during each phase of their respective journeys.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

SEPTEMBER 3, 2020

In an ideal state, marketing and sales activities should not only consist of outward communication, but they should also build a 360-degree view of the prospect/customer and his/her intent. But systems that are not working together ultimately provide competing views of the customer.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

FEBRUARY 16, 2023

They must include, for example, expansion opportunities surfaced by customer success (and how to make that strategic and not tactical) and must take a more holistic view of how every facet of the customer journey can drive growth.

Lead Ranking 130

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

ANNUITAS

SEPTEMBER 24, 2013

If your metrics for success are based on volume (clicks, downloads, views, likes, etc.) then you might not be serving your pipeline and revenue goals. Blog Ardath Albee B2B Marketing Carlos Hidalgo content marketing Content marketing world Demand Generation Joe Chernov Joe Pulizzi Mid-funnel content Robert Rose'

Top of Funnel 100

Top of Funnel B2B Marketing Content Marketing B2B 100

ANNUITAS

FEBRUARY 7, 2023

Transforming your go-to-market approach and taking a Converged Growth view could pay dividends in 2023 and beyond. It is well noted that companies that invest in the customer experience tend to outperform others who do not even in times of recession. In fact, nearly half of the Fortune 500 emerged during recessionary economies.

Lead Ranking 130

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

ANNUITAS

MAY 26, 2015

They do not view their jobs within the context of being in a certain vertical and where there are industry differences, in most cases they are minimal and can be addressed with reference calls or case studies. Such is the case with many other roles. Welcome to the world of Buyer 2.0!

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

FEBRUARY 4, 2014

Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy ) and in doing so, have made success elusive. To be clear, lead nurturing is not an isolated activity or a stand-alone “campaign” as so many in the industry have described it.

Lead Nurturing 100

Lead Nurturing Organic Leads Lead Scoring Lead Ranking 100

ANNUITAS

MARCH 19, 2020

Instead, view this as a moment in time as a chance to pivot to a more Strategic Demand state. Invest in Strategic Demand for the Future. Don’t simply engage in tactics as you re-focus your demand marketing. Avoid slipping into a pattern where you’re just executing random acts of marketing.

Top of Funnel 232

Top of Funnel Planning Demand Elasticity 232

ANNUITAS

NOVEMBER 20, 2014

Data sits in different parts of the organization, CRM systems are full of duplicates, finance has their own database that consists of procurement contacts and there is no one database that provides a holistic view of the customer. – What systems need to be integrated to show a complete view of the customer?

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

JUNE 2, 2011

has a unique view into the life of your customers. However, that view is often overlooked. Marketers often ask me questions such as, “How can we find out our customers’ challenges, and how they view our product or service?” Not only are they now able to see what we spend, but they can now view our spending patterns.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Paid Search Agency 100

ANNUITAS

SEPTEMBER 25, 2014

They do not view their jobs within the context of being in a certain vertical and where there are industry differences, in most cases they are minimal and can be addressed with reference calls or case studies. Such is the case with many other roles. Welcome to the world of Buyer 2.0!

Verticals 100

Verticals Marketing & Strategy Marketing Strategy Paid Search Agency 100

ANNUITAS

MARCH 4, 2020

Such a holistic view takes into account every touchpoint a buyer has along his/her journey – both pre- and post-sale – and brings focus to improving that end-to-end experience so ultimately the entire customer lifetime value increases.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

AUGUST 20, 2014

So I take a more macro view of marketing automation and what it means to a business, rather than a tactical. I taught them how to change their view of email, and the relationship they were forging with email. I worked with a company who didn’t want to change their email strategy when they adopted lead nurturing.

Marketing Automation 100

Marketing Automation Work Management Salesforce.com Automation 100

ANNUITAS

NOVEMBER 10, 2016

Certainly, Excel is an incredibly valuable tool for being able to view complete data sets, make spot changes, and tease out some simple statistics, but those are the only things that Excel really does efficiently. I’m sure that many skeptics will read the above and think “Why should I learn R?

De-duplication 174

De-duplication Statistics Blogger Course 174

ANNUITAS

OCTOBER 15, 2020

Pageviews are an important metric to keep an eye on as they provide a view into the buyer’s journey – but they shouldn’t be a key performance indicator for overall marketing success. . It’s great that you’re getting more people to your website, but it’s more useful to know what happens once they land on the page.

Blast Campaigns 147

Blast Campaigns Elasticity Eye-Tracking B2B Thought Leadership 147

ANNUITAS

DECEMBER 2, 2014

How did each member of the committee view this purchase? Yet for some reason, many marketers I meet are loath to sit down and ask sales about their view of their customers. Who were the people in your organization that were a part of the buying committee. What steps did you take through the buying process? Do The Research.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

ANNUITAS

JULY 17, 2014

Data sits in different parts of the organization, CRM systems are full of duplicates, finance has their own database that consists of procurement contacts and there is no one database that provides a holistic view of the customer.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

APRIL 26, 2016

It’s no surprise that four out of the top five clients allow for a great mobile experience when viewing emails. As an email developer, I can understand and respect the results of this study. More emails each year are being opened on the mobile platform, and the numbers don’t lie.

Design 100

Design Mobile Marketing Paid Search Agency Lock-In 100

ANNUITAS

JULY 10, 2014

Each one of these people have a different view of the purchase process and insert themselves at different times in the process. This approach provides a more comprehensive view of the buyer(s) and allows reps to have a more substantial and fluid conversation.

Lead Qualification 100

Lead Qualification Sales Management Sales Qualified Leads Leads 100

ANNUITAS

AUGUST 30, 2018

That same piece also describes a brand-focused CMO, discussing how this CMO’s “KPIs usually focus on engagement metrics (visitors, clicks, views, likes, shares), drifting past terra firma destinations like pipeline and revenue. Reporting, refining, and optimizing results for revenue performance.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

JANUARY 12, 2016

Here is a view of how the ANNUITAS team looks at Engagement Performance: This graphic shows how being able to deliver insights around the engagement of your prospects can inform key areas like channel budgeting and content strategies. You’re probably wondering if there is relevance in the order of this list. Well, there most certainly is.

Work Management 100

Work Management Marketing & Strategy Tactics Marketing 100

ANNUITAS

APRIL 30, 2015

Taking everything a step further was a common theme at #MME15: moving from counting clicks and page views to measuring high value content; taking your lead scoring model and using a forward thinking predictive model; taking your demographics and digital body language and incorporating big data into the picture.

Lead Ranking 100

Lead Ranking Eloqua Demand Generation Lead Scoring 100

ANNUITAS

SEPTEMBER 28, 2022

These models largely focus on management and reporting structure and represent an ‘inside-out’ view of engaging with customers – organizations designed to optimize functional operations, not to maximize customer engagement.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

DECEMBER 13, 2011

View Part One of the Whiteboard Session Now. Software Advice recently hosted this two-part whiteboard session with Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation Institute to explain the difference and how companies can make sure they develop successful programs for both.

Marketing Management 100

Marketing Management Demand Generation Lead Management Marketing Automation Services 100