ANNUITAS Strategic Approach

Demand Generation Strategy & Best Practices

Too often, there is a disconnect between demand generation programs and the buyers they seek to reach. No matter how compelling your content and messaging—or how persuasive your sales reps—you cannot effectively convert buyers without understanding where they are in their journey and serving their needs at every step. The ANNUITAS strategic approach transforms Sales and Marketing to become more buyer-centric and drive business growth.

82% of demand marketing is ‘wrong place, wrong time.’ — ACCENTURE INTERACTIVE1

Using the ANNUITAS Demand ProcessSM methodology, we develop an ANNUITAS Perpetual Demand Generation® (PDG) program that begins with buyer insights and ends with bottom-line results. Every element of people, process, content and technology must work together to convert buyer interest into revenue—and maximize customer lifetime value. PDG programs uniquely integrate these elements and enable you to automate and optimize them via marketing and sales technology systems.

Designing an Always-On, ‘Perpetual’ Program

This frees Sales to focus on prospects who are ready to talk, which not only increases efficiency, but also yields better customer experiences and momentum through the buying cycle. It also helps Marketing understand which investments are converting to revenue—helping to change the perception of their role from cost center to revenue driver.

Building the Engine

Buyer orientation is critical, but PDG is not just about personas and content. Your internal people, processes and technology are just as important—and are the ultimate enablers of a successful transformation. A core aspect of our strategic approach focuses on these organizational systems, including development of the Lead Management FrameworkSM, which covers lead qualification, handling and routing, and the program operational logic. We also build a quantitative model for pipeline contribution, so you can track and measure the entire lead-to-revenue process.

Unique Expertise Drives Change and Success

PDG is not a “set it and forget it” endeavor—or just a static drip campaign. And there is more to be done than simply syncing marketing automation to your CRM. A sophisticated, comprehensive strategy is critical, yet few companies have the internal capabilities or capacity that are required.

ANNUITAS brings together a world-class team of experts to support your business transformation. From strategy and change management to technology systems and data management, we provide a unique blend of cross-functional capabilities that combines those of management consulting firms, digital agencies, and martech solutions integrators.

Learn more about how ANNUITAS delivers on the promise of Perpetual Demand Generation to drive more predictable, profitable growth.


ANNUITAS Strategy Deliverables

1 Accenture Interactive, Waste or Win? The Case for Just-in-time Marketing, 2016

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