ANNUITAS

JULY 21, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles. field sales” or “online marketing”), these teams are organized around customer lifecycle stewardship. 1 – Orient Around End-to-End Customer Lifecycle – Pre- and Post-Sale.

Ideal Customer Profiles 130

Ideal Customer Profiles B2B Sales Work Management Marketing Management 130

ANNUITAS

FEBRUARY 3, 2020

We have to start focusing on customer-centric selling.”. In other words – how can we become customer-centric sellers? 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. Where we should be. Not sure how to get started? We can help.

Peer-to-peer 173

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

ANNUITAS

SEPTEMBER 3, 2020

’ And it is an indictment of the poor Customer Experience that results when companies build their go-to-market around an (inside-out) sales interruption mindset, instead of operationalizing go-to-market activities around (outside-in) customer journey. For the record, SalesLoft is a respected provider of sales engagement software.

Ideal Customer Profiles 147

Ideal Customer Profiles Marketing Automation Services Trigger Marketing Demand 147

ANNUITAS

JUNE 4, 2015

While attending the SiriusDecisions Summit a couple weeks ago I was struck by how many technology vendors and speakers were now out there to help marketers find their ideal customers. But in addition to asking ourselves the question, “how or where do I find my ideal customers?” talk to your customers.

Ideal Customer Profiles 100

Ideal Customer Profiles Blast Campaigns Conversion Rate Vendors 100

ANNUITAS

JULY 2, 2020

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. You’ve most likely made a customer for life.

Demand 130

Demand Buy Work Management Process 130

ANNUITAS

SEPTEMBER 3, 2015

We were invited in to be part of a roundtable discussion on the trends we are seeing in the industry and also discuss the forthcoming book from CEB, The Challenger Customer. I was privileged to be part of a meeting last week with some of the folks from CEB and a handful of my colleagues in the B2B marketing and sales space.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

ANNUITAS

MAY 3, 2016

Thinking about last week’s Oracle Modern Marketing Experience #MME16, there were three themes that stood out to me – Customer Experience, Digital Transformation and Personalization. He discussed disruption, entrepreneurship, advocacy, and custom experience. Companies that figure this out first will win. Main takeaway?

Personalization 100

Personalization Digital Transformation Enterprise Management Work Management 100

ANNUITAS

NOVEMBER 20, 2014

With end of year around the corner, don’t forget about your customers. I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. * This post first ran in July 2014. Lack of Analytics.

Demand Generation 100

Demand Generation Data Hygiene Marketing & Strategy Demand 100

ANNUITAS

JULY 17, 2014

I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. Everyone has seen the studies that state it costs twice as much to acquire a new customer as it does sell into a current one.

Paid Search Agency 100

Paid Search Agency Companies Demand Generation Data Hygiene 100

ANNUITAS

DECEMBER 2, 2014

The leading cause of this sentiment is a lack of customer insight. The study reports that 74% of CEOs have “limited insight” into how customers are engaging with their products and what their likes and dislikes are. However, big data alone will not entirely close the gap on customer insights and knowledge. Talk With Sales.

Studies 100

Studies Forecasting Paid Search Agency Organic Leads 100

ANNUITAS

AUGUST 14, 2012

“ Marketing needs to view sales as their customer! ” How many times have you heard this one? However, the reality is that the most successful marketing and sales organizations have come to understand that they each have the same customer: the B2B buyer. Let me first expose the flaw in thinking that sales is marketing’s 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, the reality is that the most successful marketing and sales organizations have come to understand that they each have the same customer: the B2B buyer. Let me first expose the flaw in thinking that sales is marketing’s customer.

B2B Thought Leadership 100

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

ANNUITAS

DECEMBER 10, 2013

Blog Amanda Batista content marketing content mission customer obsession Oracle Eloqua tentents of modern marketing' I think this is a challenge for many organizations who are subscribed to old school batch and blast principles of marketing, but understand the value in editorial content.

Eloqua 100

Eloqua Content Marketing Marketing & Strategy Blast Campaigns 100

ANNUITAS

NOVEMBER 19, 2013

Featuring 1,200 breakout sessions and an expo floor boasting 350 exhibitors; it certainly has become the most expansive software conference in the world. Blog B2B Marketing cloud computing Dreamforce 2013 Marc Benioff Salesforce1 Sean Penn UCSF Benioff Children’s Hospital'

Conference 100

Conference B2B Marketing Software B2B 100

ANNUITAS

JANUARY 30, 2024

Google has released a new set of chatbots for automated commerce, as well as some new self-service customer service tools and search optimization capabilities. They include new site designer tools, promotion and loyalty tools, and a new prompt interface that is customer-facing and initially designed for online shoppers.

Marketing Analytics Tools 130

Marketing Analytics Tools Marketing Automation Services Google Tools 130

ANNUITAS

OCTOBER 31, 2023

Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools. Are you ready to just let AI loose on your customer targeting and dialogue without significant human intervention? What are they tackling?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

NOVEMBER 29, 2023

CMOs should not be obsessed with owning every marketing function possible, building widespread brand awareness or being the steward of customer experience (CX) – approaches that 100% of the time result in juggling too many balls. CMOs must focus on clear results and much-needed value-add.

CMO 147

CMO Positioning Marketing Analytics Tools Peer-to-peer 147

ANNUITAS

FEBRUARY 13, 2024

Basis for controlling your customer brand experience: Content gates – by capturing critical telemetry and by delivering meaningful buying-journey content – enable us to deliver a strong, differentiated, multi-channel brand experience to prospects and customers through Web personalization, app interactions, email, SMS, event invites, etc.

Marketing Analytics Tools 130

Marketing Analytics Tools Lead Ranking Multi-Channel Differentiation 130

ANNUITAS

NOVEMBER 22, 2023

The goal of this re-positioning is to be less about powering transactional conversations, and more about driving personalized experiences with the right people, in the right place, at the right time along the entirety of the customer lifecycle. This is a smart move for Drift.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

OCTOBER 5, 2023

As generative AI is still a new concept, businesses might not want to automate the follow-up actions derived from AI just yet, nor provide AI with direct access to customers. Einstein 1 Copilot provides a generative AI prompt inside every Salesforce screen, in this example providing recommended action to a customer via a human-assisted chat.

Marketing Analytics Tools 130

Marketing Analytics Tools Product Marketing Automation Services User-Generated Content 130

ANNUITAS

OCTOBER 11, 2023

ANNUITAS has spent the last decade developing its methodology to help go-to-market organizations better orchestrate customer engagement and drive lift to revenue – solving the challenge of go-to-market execution and transforming (often disconnected) go-to-market activities into an optimizable Perpetual Growth Engine.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

MARCH 1, 2023

Position Overview Reports to the Chief Executive Officer Core responsibility is to Deliver sustainable and growing top line revenue Consistently and predictably grow the total customer base Grow revenue per customer and reduce customer churn Owns the end-to-end core customer relationship, including DX – pre-sale demand experience Engage > Nurture (..)

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

FEBRUARY 16, 2023

53% of CEOs cite growth as a top business priority, ahead of profitability, customers and product improvements,” notes Vista Equity Partners. However, as we zoom out and look at the end-to-end customer lifecycle, it becomes clear that what the majority of CMOs and CROs focus on is not always all encompassing of end-to-end “growth”.

Lead Ranking 130

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

ANNUITAS

MAY 2, 2023

What I discovered, not to my surprise, is that Salesforce has been very busy building what looks like a top-down Converged Growth tech stack to support the orchestration of engagement across the entire customer journey. The additions align well with a full journey engagement mindset. Marketing Cloud now offers native WhatsApp integration.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Marketing Automation Services 130

ANNUITAS

FEBRUARY 7, 2023

Does indecision have you committing a repeated string of ‘ random acts of sales and marketing ,’ or are you taking advantage of this moment to bring cohesion, orchestration and repeatability to your sales and marketing mix across your customer journey? rooting this Engine in customer journey and 3.)

Lead Ranking 130

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

ANNUITAS

FEBRUARY 24, 2023

In an ‘uncertain’ marketplace, the greatest challenge lies in driving and converting demand – i.e., being in the right place, at the right time, with the right message and solution and the right motion to turn a prospect into a customer and turn an existing customer into a “customer for life.”

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

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. In either case, the goal is for them to be driven by the needs of the customer segments being served.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

JANUARY 31, 2023

In addition, so many businesses have placed the customer at the heart of a lot of processes, but strangely NOT at the heart of the go-to-market journey. Additionally, recent research found that only 36% of businesses surveyed believed their sales and marketing efforts were aligned with customer success.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

AUGUST 2, 2023

It’s all about improving how we operationalize go-to-market around the customer lifecycle; to better orchestrate customer engagement; to better align marketing, sales and customer service; to deliver net lift to pipelines – and drive predictable growth. In the book, we cover a wide range of topics.

Marketing Analytics Tools 130

Marketing Analytics Tools Act-On Analysis Marketing Management 130

ANNUITAS

MARCH 17, 2023

As customers put more and more value on personalized experiences, there’s a huge opportunity for data-driven marketing to drive growth in your organization—if you do it right. Data can play a critical part in decision making as it provides insights into customer behavior, preferences, and needs.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

MARCH 4, 2020

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. In a Strategic Demand state, business growth is built around and adaptive to customer critical path, not interruptive tactics.

Growth Marketing 247

Growth Marketing Top of Funnel Demand Enterprise Management 247

ANNUITAS

NOVEMBER 15, 2021

We were seeing this even before COVID: customers had gotten less and less likely to approve travel budget. Our sellers aren’t out visiting customers—everyone is doing inside sales. With proof of concepts, you can build trust to speed up customer acquisition. I will be floored if we ever go back to 50% travel.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

ANNUITAS

MARCH 21, 2023

4,000 installs and nearly 1,000 high usage customers building engagement on the tool set, powering more than 5.3m The addition fosters a Converged Growth mindset , allowing for improved engagement in more post-sales phases of the customer journey. Let’s dig in to these new and advanced features. conversations to date.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation Webinar Metrics Automation 130

ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. The approach is to operationalize go-to-market around customer lifecycle. This results from a.)

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 27, 2023

Salesforce’s longer-term vision, however, is strategic — with the company eyeing a model where AI powers a more seamless, multi-channel (and multi-persona), full journey orchestration of customer engagement. to help the customer along their journey. To move beyond core productivity gains (i.e.,

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

MAY 31, 2023

He called for a new approach that is more personalized, data-driven, and focused on the customer journey. It seems we have come to a point where the intersection of traditional digital marketing, account-based marketing, and AI/analytics is finally enabling hyper-personalization along the customer journey in some new and exciting ways.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130