Fall Semester 2022 Leadership Development Program | Associate, Growth Marketing


About ANNUITAS. Many of the most recognized global brands including Google, Airbnb, JP Morgan Chase and Goldman Sachs count on ANNUITAS as a trusted partner to help scale growth.

Imagining A Better Attribution Model for Marketing and Sales


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.


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Research Strongly Supports Shifting to a “Converged Growth,” B2B Go-to-Market Organizational Model, Led by a Chief Growth Officer


My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model.

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How Sales Can Build Better Digital Relationships with Prospects


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.

6 Proven B2B Marketing Strategies and How to Use Them

Bold tactics. Innovative ideas. Thriving revenue growth. Behind every great B2B marketing campaign is an amazing story. Learn the strategies behind six winning B2B marketing campaigns — directly from the marketers that made them. Read the stories now!

The Six Demand Marketing KPIs That Are Critical to Achieving Growth


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.

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Translating Online Behavior into Meaningful Conversation (Part One)


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.

Transforming Your Go-to-Market Team: Building a “Converged Growth” B2B Organization


Is your go-to-market team still trying to achieve sales and marketing alignment? B2B organizations have for decades attempted to achieve so-called sales and marketing alignment – fueled by countless business books, analyst reports, strategic frameworks and consulting engagements – all well-meaning.

Capturing Your Buyers’ Most Meaningful Online Behavior


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.

Understanding the Generational Divide in B2B Decision Making


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.

Content Creation & Curation: The Missing Link Between Sales & Marketing

Speaker: Pam Didner - B2B and Tech Marketing Consultant

Content plays a vital role in creating a symbiotic –– and successful –– relationship and alignment between your sales and marketing teams. Join Pam Didner to learn how to create and curate great content to support your sales and revenue goals!

How to Build a Customer-Centric ABM Experience


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.

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


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.

Now Is the Time to Plan Your 2021 Demand Marketing Transformation


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.

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The Dark Side of Marketing Attribution


Throughout my career at ANNUITAS, I have probably spent more time thinking about and enabling Marketing Attribution models than any other activity.

B2B Distribution Roundtable: The Challenges & Solutions of Buying and Selling

Speaker: Jonathan Meyer, Kyle Mitzner & Jacobi Zakrzewski

Join Hawksearch’s Jonathan Meyer as he moderates a roundtable discussion with Bridgeline’s Kyle Mitzner and Luminos Labs’ Jacobi Zakrzewski, where they highlight the challenges and solutions surrounding B2B distribution.

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


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


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


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.

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Adopting a Self-Service Sales Model in Your Organization


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.

New Ways to Reach, Influence, and Close More Deals with Intent Data

Speaker: Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions

Acting on intent data when applied to buyer context can be a game-changer for gaining attention by increasing relevance, which drives purposeful engagement toward purchase. But all intent data is not the same. In this webinar, learn the difference between interest and intent, and the best ways to use the right data.

Next Generation Growth Marketing: The Evolution Towards Strategic Demand


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.

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


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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Are You Committing Random Acts of Marketing and Sales?


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?

Four Steps to Maximize the Impact of Your Inside Sales Team


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.

Your Ultimate Guide to the Trends Shaping Marketing Data

In Salesforce’s latest Marketing Intelligence Report, hear from 2,500+ global marketers on how they are leading with their data, from business growth to customer satisfaction, data privacy, and more. Get the report now!

Overcoming the Five Challenges of Scaling Marketing and Sales Campaigns


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.

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


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

Nine Signs Your Demand Marketing S**t Is Broken


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.

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Key Findings from the 2021 ANNUITAS Enterprise Marketing Automation Platform Analysis


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.

The Essential Guide to the Buying Experience of the Future

The ultimate value proposition is an impactful buying experience that guides people to the best possible decision. But how do you prepare your sales teams to do that? Read "The Essential Guide to the Buying Experience of the Future" to find out how to empower your customer-facing teams and thrive in modern selling environments.

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


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.

The Inconvenient Truth About Driving Sustainable Corporate Growth


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


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.

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


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

Roadblocks to Delivering a Competitive Buying Experience

Why are buyer-facing teams struggling and what can be done about it? Bigtincan teamed up with Heinz Marketing in a recent research study to discover the roadblocks revenue-generating teams encounter in preparing buyer-facing teams for today’s market. Click here to learn what you can do today to prepare!

5 Reasons Why You’re Getting Bad Leads


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


“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!

5 Vanity Metrics Your Marketing Team Should Be Wary Of


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?


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.

Connecting the Consultative Experience

Many B2B businesses have come to believe that there is an asymmetric relationship between the company and its buyers. But what research has discovered is that many of today’s B2B buyers are NOT empowered and they have little interest in being so. Download the eBook to find out why.