ANNUITAS

Integrating Live Chat into your Demand Marketing Strategy

ANNUITAS

Live chat is a growing medium that many companies are turning to as a means to connect with prospects sooner and faster. It makes sense; the medium cuts down the time and steps needed for a successful information exchange between provider and prospect.

Demand 130

The Impact of Technical SEO on Your Ability to Be “Right Place, Right Time” 

ANNUITAS

Your online content strategy is immaculate. Your analytics give you a thorough understanding of your prospects’ journey. Your design is award-freaking-winning.

SEO 141

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Ethics in B2B Digital Personalization – Is it Possible?

ANNUITAS

If you haven’t had the opportunity to watch the Netflix documentary “The Social Dilemma” yet, I highly recommend it.

Ethics 130

5 Reasons Why You’re Getting Bad Leads

ANNUITAS

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?” .

The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

Meet the ANNUITAS Evangelists

ANNUITAS

Nine Signs Your Demand Marketing S**t Is Broken

ANNUITAS

The past six months have challenged companies in many ways, but perhaps the greatest challenge has been a precipitous drop-off in sales and the resultant impact on the ‘top line.’. Said differently, everyone has a demand problem at this point. Everyone needs to re-start their pipelines.

Demand 151

5 Vanity Metrics Your Marketing Team Should Be Wary Of

ANNUITAS

For decades vanity metrics have been the guiding light for measuring marketing success – largely because the capabilities didn’t exist to measure closed-loop KPIs. But these vanity metrics are problematic, as they don’t demonstrate a real impact on pipeline lift or customer engagement.

Is ABM a One-Hit Wonder?

ANNUITAS

Who doesn’t love a good one-hit wonder? Thinking back to the musical artists of our youth, that we may or may not be embarrassed to remember how much we loved in their heyday. But there’s also a parallel in the marketing world.

Portal 141

How Social Media Can Help B2B Marketing Teams Hit Growth Goals

ANNUITAS

Social media has been around since 1997 , but it didn’t explode in popularity until 2006. From then on, the way we communicated was never the same. Business-to-consumer (B2C) companies have harnessed social media in a huge way.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.

How SalesLoft Is Ruining Customer Experience (But It’s Really Your Fault, Not Theirs)

ANNUITAS

Let me start by explaining that this post is not an attack on SalesLoft. It actually has little to do with their technology, per se. This post ‘is’ however a shot across the bow of the concept that successful selling simply comes down to persistent, interruptive, automated ‘sales cadences.’

The Anatomy of a Strategic Demand Marketing Plan – Part 1: Intro to Demand Marketing

ANNUITAS

ANNUITAS CEO Adam Needles recently discussed what makes up a Strategic Demand Marketing Plan, one of the main offerings of what we do at ANNUITAS, in this eBook.

Demand 151

The End of Forms as We Know It

ANNUITAS

We’ve all been there – we see a catchy headline on LinkedIn or Google, we click through only to be greeted with a form asking for the equivalent of your life story. Sure, if that article will answer a BIG question for you, you’ll clench your jaw and fill it out.

BANT 141

How Harnessing the Macro Customer Experience Can Drive Growth

ANNUITAS

One of the key ingredients to achieving growth goals in demand marketing has always been the customer experience.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

The Anatomy of a Strategic Demand Marketing Plan – Part 3: The Strategy Phase

ANNUITAS

Over the past two weeks, we have covered the definition of strategic demand marketing and introduced you to the first phase in our process, the insights phase. This week, we take it a step further as we share how the insights phase builds a foundation for the strategy phase.

Demand 141

Now Is the Time to Plan Your 2021 Demand Marketing Transformation

ANNUITAS

To say that 2020 has caused us all to rethink our demand marketing approaches moving forward is an understatement. We all started Q2 having to triage and rapidly iterate at every level of our marketing and sales motions. For many companies, the focus initially was on preserving business with existing customers and adjusting expectations and plans for new customer acquisition. We also had our assumptions about content, channels and interactions with prospects and customers tested.

Demand 149

The Anatomy of a Strategic Demand Marketing Plan – Part 2: The Insight Phase

ANNUITAS

Last week, we discussed what we really mean when we talk about demand marketing. This week, as we dive deeper into the anatomy of a Strategic Demand Marketing Plan , we introduce you to the first step in our process: the insight phase. The Insight Phase.

Demand 141

Your Sales Motion Is Challenged – It’s Time to Pivot in a New Direction

ANNUITAS

It’s been more than a decade since we’ve seen such a radical change in the market – one that is driving every organization to reconsider its business strategy – including its go-to-market approach and sales motion. Whether we’re ready or not, as sales and marketing leaders, it’s time to pivot. One of my favorite business books is “ Who Moved My Cheese ?” by Spencer Johnson.

Sales 166

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

The Dark Side of Marketing Attribution

ANNUITAS

Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity. Over the years, I have seen Marketing Attribution models transform from a nice-to-have tool to help demonstrate marketing’s performance into a must-have core business planning component. To understand the outcome that more and more business are trying to move towards, it makes sense to first examine the fundamentals of Marketing Attribution models.

Rules 151

Next Generation Growth Marketing: The Evolution Towards Strategic Demand

ANNUITAS

The Growth Marketing movement (aka growth hacking ) – now nearly ten years old – has had a significant and positive impact on the efficacy of demand marketing. It has brought focus to both customer experience and revenue outcomes – and the relationship between the two – and resulted in growing attention to the science of optimizing conversion. Yet ‘first generation’ Growth Marketing has hit a wall. It is increasingly constrained by many of the attributes of the growth hacking mindset.

Demand 160

(Re)Focusing Your Demand Marketing Plan Amid the Coronavirus Outbreak

ANNUITAS

We all share concern over the health and safety of our loved ones during this humanitarian and health crisis – it’s truly something like we’ve never seen before. But many of us also share concern over a different crisis: the state of our businesses at this time. 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.

Demand 152

How the Growth of Telehealth Has Become a Catalyst for Patient-Centric Demand Marketing

ANNUITAS

While both patient demand and legislative change have increased provider focus on patient experience over the last few years, COVID-19 has dramatically accelerated the expansion of the patient-centric care model. Never before has it been so critical to provide patients healthcare when and where they want it through methods like patient-centric demand marketing.

Demand 109

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

Are You Committing Random Acts of Marketing and Sales?

ANNUITAS

How to know if your marketing and sales efforts are eroding your growth. How would you describe your current marketing and sales motion? Do you have a finely tuned, highly repeatable, highly predictable model for generating demand and closing business? Could you easily turn the dial for demand up or down? If you had another dollar to invest in sales and marketing, do you know what impact it would have?

What is Demand Marketing?

ANNUITAS

Marketing as a business discipline is ever-evolving. Arguably the only ‘constant’ in marketing today is constant change. This is particularly true for Demand Marketing, which today finds itself at a crossroads. Answering the question, “What is Demand Marketing,” requires some context – particularly given a substantial shift in its core mission over the past twenty years. So we’ll tackle the definition and then explain how we got here. What does Demand Marketing mean today?

Demand 116

How to Make Your Inside Sales Team a Strategic Bridge Between Sales and Marketing

ANNUITAS

A well-orchestrated demand marketing program is a beautiful thing. Lead flow is consistent and predictable. Marketing interactions align to the customer journey. 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 could go wrong?

Sales 109

Driving Growth Amid a Pandemic: Three CMOs Guide the Way

ANNUITAS

Developing and delivering upon a growth strategy is the most important mandate for a today’s successful CMO. Without this focus, the CMO faces a shortened tenure. And while it’s not easy, I applaud those who have pivoted from storytelling and brand building to driving revenue-focused growth with accountability across the entire customer journey.

CPL 109

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

6 Tips to Aligning Stakeholders before a Demand Marketing Transformation

ANNUITAS

Aligning stakeholders around a large, new initiative or transformation has to be one of the largest challenges demand marketing teams face. Between getting the c-suite on board, aligning your marketing and sales functions, and getting web and tech teams up to speed, demand marketing teams have to put in just as much work up front as they do throughout the new initiative. But picture this: Your organization is taking on a large new initiative.

Demand 109

Real World Results of Demand Marketing Strategy Shifts During the COVID-19 Crisis

ANNUITAS

A few weeks ago, my colleague Scott Parent wrote about the immediate impact the COVID-19 pandemic was having on marketing. It’s one of our highest performing blog posts, and for good reason – this is completely uncharted territory. In it, Scott offered four actionable ways to quickly and effectively shift your demand marketing plan to accommodate the changing business environment. But he didn’t just present these ideas in a blog post.

Demand 109

Don’t Duct Tape Your Demand Generation Right Now: Adopt a Strategic Approach to Demand Marketing

ANNUITAS

The crisis that’s emerged from the coronavirus pandemic has forced B2B marketing teams to look at their demand programs in a new light, and an ugly truth has emerged. Most B2B companies have inefficient sales and marketing motions. In fact, nearly three-quarters of businesses in this segment succeed because they have a strong product or service.

Demand 116

Demand Generation’s Problem with Content Marketing Evangelism

ANNUITAS

I had my heart broken at Content Marketing World in Ohio this week. I was very pleased to return to Cleveland for my sixth #CMW, and curious to see what was new at the show as I had missed last year’s event. Event founder Joe Pulizzi came back from a 9-month sabbatical (and 30-day technology detox) refreshed and inspired, delivering an aspirational keynote advising focus, dedication to your goals, and empathy and awareness for the good of others as well as yourself.

How You Can Triple Your Results With a More Personalized, Empathetic Approach

Speaker: Brian Carroll, CEO and Founder of markempa

Marketing and sales feel pretty tricky right now. What worked before now feels out of touch, but have you made plans for how you'll continue to move forward? You've likely tried everything: expert recommendations, best practices, the latest tools, and automation. But your results are falling short. Here's the thing: All the automation tools, best practices, data analytics won't help get better results now until you master empathizing with your customers. In this webinar, you'll learn how to go beyond rational-logic based sales/marketing and adjust your sales enablement strategy to better understand how buyers feel so that you can connect and help them on their journey.

How Do You Know Your Demand Marketing Is Providing Real Lift to Sales?

ANNUITAS

What do CFOs and CROs have in common? Both ask the same, fundamental question when analyzing demand marketing budgets: What real sales ‘lift’ am I getting from this spend? What do we mean by lift? Incrementality. A Nielsen blog post notes : Marketers in every industry have one common goal: Prove that marketing efforts help drive more revenue… . One way you can do this is by measuring incrementality. People use the word “incrementality” to mean different things.

Demand 109