ANNUITAS

Imagining A Better Attribution Model for Marketing and Sales

ANNUITAS

When times are good, attribution is secondary to the success. Everyone’s hitting their goals, so there’s not too much finger-pointing. But when times are not-so-good, attribution becomes one of the biggest sources of friction between sales, marketing, and leadership.

Sales 219

How Sales Can Build Better Digital Relationships with Prospects

ANNUITAS

There’s been one constant over the last year and a half: change. Change in the working environment, change in the tools companies are using, and change in how buyers seek information and make purchases.

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Diversifying Your Engagement Channel Mix to Keep Up with Changing Customer Expectations

ANNUITAS

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.

The Six Demand Marketing KPIs That Are Critical to Achieving Growth

ANNUITAS

There has been a major shift in the status quo in the past few years as companies try to hold marketing accountable to firm metrics. But while many have tried, Harvard Business Review estimates that only a quarter of marketing leaders are successfully showing impact.

Demand 198

Omnichannel is Multichannel 2.0

Multichannel and omnichannel marketing are not the same. Many organizations are striving for omnichannel, but it can be a daunting journey—unless you have a map. Download your copy of the ultimate omnichannel guide today!

Understanding the Generational Divide in B2B Decision Making

ANNUITAS

Three main cohorts are leading businesses right now – Baby Boomers, Generation X, and Millennials. Yes, Millennials are well established as decision makers in B2B companies, and even if not the decision maker, research shows that others are highly likely to seek a Millennial’s input.

Capturing Your Buyers’ Most Meaningful Online Behavior

ANNUITAS

Seventy-six percent (76%) of buyers expect companies to understand their needs and expectations before ever getting on the phone. But that’s rarely what happens. There is a massive divide between what buyers want to discuss with sales vs. what sales wants to discuss with buyers.

How to Build a Customer-Centric ABM Experience

ANNUITAS

Account based marketing (ABM) has been a popular technology for years , but it’s always fallen short of expectations. While companies learned to efficiently handle the data and implement systems, the concept has consistently slipped farther down into the Digital Marketing Trough of Disillusionment.

Five Signs You Aren’t Getting the Most Out of Your Chat Tool

ANNUITAS

The usage of chat tools has increased by 67% from 2018 to 2020. Customers are becoming increasingly comfortable using chat and oftentimes prefer chat to an email or online form.

Make the Sale by Serving the Needs of the Expanded Buying Committee

ANNUITAS

Research shows that the buying process involves many more people than it did just 10 years ago. Buying committees are anywhere from two to four times larger than they were in 2011.

Buy 130

Put Your Data to Work: The Complete Playbook

Turn your data into a competitive advantage. This playbook contains: Exclusive stats, research & insights on how the pandemic affected businesses. A comprehensive “Request For Proposal” (RFP) checklist and an interactive quiz to test your data knowledge.

Adopting a Self-Service Sales Model in Your Organization

ANNUITAS

Research shows that 99% of B2B buyers would both make a new purchase and complete a renewal in an end-to-end digital service model. Additionally, a majority of respondents are very comfortable spending $50k or more entirely through self-service channels.

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.

Demand 219

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.

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.

Sales 219

The Retailer’s Guide to Marketing Data

Retailers are faced with extraordinary challenges – from changing consumer needs to unpredictable twists & turns in the economy. Learn how innovative retailers use zero-, first-, second-, and third-party data to find their best customers and drive repeat purchases.

Four Steps to Maximize the Impact of Your Inside Sales Team

ANNUITAS

Ninety-six percent (96%) of B2B sales teams have fully or partially shifted to remote selling since April of 2021. But only 65% of B2B decision makers say the remote model is equally or more effective than what they were doing before the pandemic.

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.

Demand 208

Overcoming the Five Challenges of Scaling Marketing and Sales Campaigns

ANNUITAS

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.

(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.

Demand 198

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

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?

Sales 202

The Four Key Traits of a Successful Go-To-Market Changemaker

ANNUITAS

Seventy percent (70%) of all digital transformation initiatives do not reach their goals according to a recent McKinsey survey.

Key Findings from the 2021 ANNUITAS Enterprise Marketing Automation Platform Analysis

ANNUITAS

Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. Too often MAPs are associated with tactical email nurturing and simple lead qualification — tactical use cases that dominate immature platform deployments.

Are You Going to Market Inside-Out or Outside-In?

ANNUITAS

Go-to-market strategies have an Achilles heel. Consider this challenge: You have a clear idea of who you want to target. You’ve done segmentation and persona work. You have a coherent account-based strategy. You have done (some) customer journey work.

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

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

The Inconvenient Truth About Driving Sustainable Corporate Growth

ANNUITAS

If you read the latest business books or shop for the latest sales and marketing technology, you see the same story, over and over. That there is a revolution of companies that have reinvented how to engage with and convert customers.

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.

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 5 Stages of Account-Based Marketing — and How to Win Them All

Successfully complete the five stages of ABM: define, identify, engage, convert, and connect. We’ll show you how to create a unified system with your sales team to help them land more qualified opportunities and connect with prospects like never before.

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?” .

5 Goals to Help You Think Like a Chief Growth Officer in 2021

ANNUITAS

“Success today requires the agility and drive to constantly rethink, reinvigorate, react, and reinvent” -Bill Gates. I could not agree more! It goes without saying – 2020 has required us to be all of these things!

The Growth Leader’s Guide to Embracing Strategic Demand Marketing

ANNUITAS

Effective growth leaders are focused on achieving aggressive revenue goals – but achieving these goals requires growth leaders to also focus on the underlying processes and infrastructure that allows them to do so in a scalable and repeatable way.

Demand 130

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.

The Ultimate Guide to Executive Recruiting

Sourcing the right executive candidates and filling key managerial roles in an organization can be difficult, even in the best of times. Download this eBook to level up your discovery process, talent sourcing, and strategies for reaching your best-fit candidates.

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

The Impact of Strategically Orchestrating the B2B Customer Journey

ANNUITAS

The customer experience is top of mind in nearly every B2B organization, but most are getting it wrong. According to Salesforce research, fewer than half (49%) of marketing leaders believe they provide an experience completely aligned with customer expectations, and customers agree.

Blasts 130

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.

Demand 151

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.

B2B Marketing Trends to Engage Target Accounts and Skyrocket Demand Gen

Speaker: Ari Capogeannis, Director - Revenue Marketing at NVIDIA

In this webinar, ABM expert Ari Capogeannis will provide examples of successful ABM strategies and assist you in making the most of your ABM technology!