ANNUITAS

Industry Perspective: Is Your Demand Marketing Keeping Up With the Changing Buying Process of B2B Banking Customers?

ANNUITAS

Managing the timeframe to purchase in a customer’s lifecycle has always been a challenge for financial institutions. In an industry heavily reliant on relationships, the reality is that the B2B banking customer’s buying process is typically long, and rarely linear.

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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.

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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.

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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.

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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!

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.

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(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.

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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.

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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.

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How Financial Services Companies Can Connect with Customers Both On and Offline

ANNUITAS

Our current world environment has proven the need for companies to build marketing strategies that can withstand pivots when necessary. It’s also exposed a major flaw in industries built on traditional tactics and in-person relationships – especially financial services.

Why Smoking Costs Employers More Than They Realize

Your employees are smoking, and at a cost of $7,000 per year for each employee who smokes, that adds up - fast! This free report will show you how an effective cessation program pays for itself.

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?

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How to Measure Your Content’s Effectiveness

ANNUITAS

“Content is king” is a phrase that’s dominated the marketing world for years now, and for good reason. Content works. It helps connect with customers in their buying process and it helps drive demand.

The Secret Ingredients to the Perfect Demand Marketing Technologist (And Why The Role is So Crucial for Your Business)

ANNUITAS

It’s no big surprise, marketing is expected to do more today than ever before. No longer is marketing only responsible for brand and events – it’s now responsible for generating leads and tying performance back to impact on revenue.

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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 151

Lead Generation Checklist to Get Better Results Now

You spend time, energy, and money to generate demand and get leads. It's how you manage them that makes the difference between success and failure. This checklist gives you an easy way to focus on the most critical tasks to get better results now.

Customer-Centric Selling: 8 Deeper Questions to Ask to Understand Your Buyer

ANNUITAS

I once was on the phone with a client who was describing his sales organization to me and he said something that caught my attention: “My people have gotten robotic. They come right out and ask how many seats the prospect has.

5 Considerations for Personalization in B2B

ANNUITAS

During an increasingly competitive time in the digital marketing landscape, it can be easy to get lost in the ever-changing trends and customer needs in the B2B space. However, at least one trend is overwhelmingly clear, and has been for some time: B2B customers expect tailored content.

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.

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6 Components of a Perpetual Demand Generation Program

ANNUITAS

What makes Demand Generation perpetual ? I’ve been thinking about this while considering an update of my last post on this topic. One key component (other than a decreased reliance on tactical, campaign-based activities to drive demand) is its adaptability.

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.

Business Leaders Not Satisfied with Marketing Success Metrics

ANNUITAS

Preliminary Findings from the ANNUITAS 2019 Demand Generation Performance Survey. Would You Change Your Marketing Team KPIs If You Could? Receive a copy of the ANNUITAS 2019 Demand Generation Performance Survey when it becomes available by clicking here.

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Events – Essential For Every Demand Generation Strategy

ANNUITAS

I had the opportunity to spend last week at the Content Marketing World (#CMWorld) event in Cleveland.

MarketingProfs B2B Nuggets of B2B Wisdom

ANNUITAS

This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. What makes an event a success from an attendee’s perspective?

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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.

Pressure Points: How to Ensure Your B2B Pipeline Passes Inspection

This eBook highlights best practices for developing a pipeline management process that helps sales leaders and their team C.L.O.S.E (you’ll see what we mean in this eBook) more revenue through data-driven prospecting, stage analysis, and subsequent sales enablement.

The Case for Rapid — Not Gradual — Digital Demand Transformation

ANNUITAS

Marketing and sales once were considered separate, but allied, disciplines, but major change is afoot. Companies are starting to consider “go-to-market” more holistically and so they’re building teams focused around integrative concepts such as “ Revenue Operations” (RevOps) and “ Strategic Demand.” ” Taking a rapid approach to digital demand transformation is key to this process.

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Making the Case for Account-Based Marketing: Doing the Math

ANNUITAS

Many of our clients have been very interested in Account-Based Marketing, and understanding the implications of adjusting their strategies to focus more on targeted accounts rather a demand strategy focused on volume.

The Real Truth About B2B Marketing And The Social Media Platforms You Need

ANNUITAS

I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. You won’t believe number three…OK, there is no number three. And this is not a listicle. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B.

The Only Analytics That Matter Are Your Own

ANNUITAS

Without looking at a calendar, I always know when it is Tuesday. Every Tuesday at 11 a.m. it is inevitable that my email inbox explodes with emails urging me to download the latest guides on marketing know-how and friendly token-filled messages from sales reps simply “checking in”.

Marketing-Led Post-COVID-19 Growth Strategies

Businesses are laying off workers, shutting their doors (some permanently), and struggling to react to the radical destruction that coronavirus (COVID-19) is doing to our society and communities. Most have already sustained massive damage, and we still have yet to see the scope of impact of the global pandemic that has upended the globe. Any return to normalcy may seem far-off, but sales and marketing are on the front lines of restarting the economy. When the dust settles, we have a responsibility to turn our shock and grief into fierce determination, and lead the charge of responsible, strategic, sustainable future growth. However, there’s no team better suited to lead that charge than the marketing department. Marketers are uniquely positioned to provide creative solutions to aid their organization in times of change and chart a course for navigating success.

The Problem Pursuing Perfection, Especially in Marketing

ANNUITAS

Perfect is the enemy of Good. The quest for excellence shouldn’t be confused with pursuing perfection, yet it’s a trap many marketers fall into. Many enterprise marketers get caught up in producing the “perfect” campaign or the “perfect” web site.

What Type of CMO Do You Have?

ANNUITAS

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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The ANNUITAS Perspective on the Adobe Acquisition of Marketo

ANNUITAS

A Memo from CEO Adam Needles to ANNUITAS clients on the Adobe Acquisition of Marketo. Good morning. You probably saw that late yesterday Adobe bought Marketo. And if you didn’t, now you know!). For those of you with Marketo in your Demand Process technology stacks, your next question is probably what does this mean for me ? And what does this mean for our ANNUITAS Perpetual Demand Generation ® (PDG) investments?

Why Demand Generation Should Be Perpetual

ANNUITAS

This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation.

How ZoomInfo Helps Overcome the Top Pain Points of Inside Sales

Recent digital transformation has shifted the B2B landscape by ushering in the era of buyer empowerment. With more access to user reviews, analyst opinion, and industry research, decision-makers are more informed than ever while navigating what is now known as the “buyer’s journey.”

The Key Marketing Automation Players On Your Team

ANNUITAS

You’ve vetted the vendors, selected your features, sized your database and scheduled your implementation; you are now ready to deploy your marketing automation platform, right? Wrong.