DirectionGroup Revenue Marketing - Edge presentation

© DirectionGroup 2015 | directiongroup.com
Making revenue marketing
a reality
Share the love:
#DGedge @Direction_grp

What’s happening?
B2B Marketing (as always) is undergoing a transformation and is under increasing
pressure to change and adapt.
But this change has created the perfect storm:
▪ Buyers are buying at arm’s length
▪ Marketing is reaching buyers earlier
▪ Marketing is staying involved even after sales interaction
▪ More channels are involved
▪ Budgetary pressures: “doing more with less”
▪ Greater alignment with business and strategy for growth
Marketing needs to be seen as more than the “colouring-in department”
More than 80% of
marketing execs say
they need to
restructure marketing
to better support the
business.
The Economist Intelligence Unit, 2015

Do we want a marketing budget?
an estimate of income and
expenditure for a set period of time.
a monetary asset purchased with the
idea that the asset will provide
income in the future
We get a marketing budget.
Yet we’re asked for a return on investment.
Would you make an investment where there was no promise of a return?

Marketing as cost centre
The Economist Intelligence Unit, 2015
Marketing has traditionally been seen as a cost centre
because the return on the expenditure has never been
properly quantifiable.
What’s the monetary value of a click, or a follow?
But things are changing. Revenue is on the marketer’s agenda:
“If you aggressively pursue
an agenda of accountability
and transparency, then
you’ll be viewed as a trusted
partner and adviser. Even if
you don’t have a formal
P&L, you’re seen as a
revenue owner.”

By tracking the bottom-line impact of
every dollar invested.
Marketing automation and CRM systems make
it easy to track how:
▪ Investments generate leads,
▪ How leads become opportunities,
▪ How opportunities become sales.
How can B2B marketers get a seat at the table?
$
$$$

What is revenue marketing?
Revenue Marketing is the development of repeatable
prospecting programs that new drive customer acquisition
and measurable sales. The focus is on revenue.
The key to revenue marketing is a predictable return on
investment: if you know the impact of marketing investment
then it’s possible to link marketing plans to specific revenue
objectives.

The journey to revenue marketing
Traditional
Lead
Generation
Demand
Generation
Revenue
Marketing
COST CENTRE
• MarComm function
• Marketing and sales in
silos
• Focused on brand
building and impressions
• No B2B lead gen
COST CENTRE
• Email based
• Tactical
• Focused on cost of lead
generation
• Little sales / marketing
alignment
COST / REVENUE CENTRE
• Marketing Automation
+ CRM systems
• Lead nurturing
• Marketing funnel
• Alignment with sales
REVENUE CENTRE
• Systems optimised
• Sales and marketing are
REVENUE team
• Predictable, repeatable
scalable outcomes
[Rise of the revenue marketer, Debbie Qaqish]
25% 30% 35% 10%

© DirectionGroup 2016 | directiongroup.com8 | © DirectionGroup 2016 | directiongroup.com
Critical success factors
People
Process
Technology
Content
Results
Marketing and
sales working
together
Buyer journey
and lead
nurture
Marketing
Automation
CRM, data and
analytics
Value based
content aligned
to buyer journey
Funnel
analysis and
reporting

Marketing doesn’t own revenue
“We do two things:
1. Identify demand ourselves,
make sure it’s properly
qualified, goes into the right
channel;
2. For demand that has already
been identified, we help our
salesforce accelerate cycle
times and win rates.”
John Dragoon, EVP and CMO,
Houghton Mifflin Harcourt
Marketing and sales working together is the
most critical element of the revenue
marketing approach.
Sales enablement is marketing’s chance to help the
salesforce and work towards a common goal:
Customer acquisition and retention

So, how are we going to start working together?
We need to:
1. Set realistic expectations around time and return
2. Collaborate with sales on defining programs, not just
executing on them
3. Let the buyer journey define a sales-ready lead
4. Establish a two-way flow for leads
5. Hold firm on the definition of a sales ready lead
[Forrester]
Fostering a collaborative sales and marketing function
The aligned sales and
marketing checklist
▪ Common language
▪ Vested in each others
success
▪ Proactive In relationship
▪ Shared goals
▪ Goals and compensation tied
to shared objectives

We need to break the cycle. Does this sound familiar?
Close the gap
Sales reps ignore
50% of marketing
leads
The B2B Lead
Marketing
creates lots of
leads
Sales say the
leads are weak
Sales stop
calling the
leads
Marketing says
sales is weak
Marketing
stops getting
any ROI
PEOPLE GET
FIRED!

What should be in a marketing and sales SLA?
▪ What does a “lead” look like?
▪ How many Marketing leads marketing will create?
▪ What marketing expects sales to do with a lead?
▪ What time frame they should do it in?
▪ What happens to a lead that doesn’t convert?
▪ How can we align marketing activity to sales outcomes?
We need a marketing and sales SLA
Companies with
aligned sales and
marketing
generated 208%
more revenue from
marketing
(MarketingProfs)

Marketing and sales need to focus on the buyer if they’re to effectively span
the journey, engaging at the right time to maximise effectiveness.
We need to think about engaging prospects and customers across their journey.
We can’t think about marketing and sales as separate entities with
some theoretical inflexion point in the middle.
The experience for the buyer needs to be seamless.
And if 60-70% of the buyer journey is done without contact with sales,
there’s a big job to be done.
More joined up

What does the buyer journey look like?
Changes over
time
Recognition of needs
Committing
to a Solution
Problem defined
Justifying the
Decision
On boarding
Changes over
time
Recognition of needs Problem defined
Exploring Possible
Solutions
Loosening of the
Status Quo
Committing to
Change
Defining the
problem
Early stage
awareness
Awareness and early
need identification
Ensure seamless customer
on-boarding –
minimise time to value
OURTASK
Influence how they
define their problem
and solution
Close the sale and
maximise the value
of the deal.
EDUCATION SOLUTION VENDOR SELECTION
Demonstrate we have the most
compelling proposition
Sees analyst
trends blog
Downloads
vendor solution
guide
Attends
vendor
webinar
Visits a
supplier
website
Uses an ROI
calculator
Reviews some
competitive
analysis
Receives a
“welcome
pack”
Goes to
supplier
event
Downloads
analyst
whitepaper

Aligning our thinking to the bigger picture
MAP CRM
Web
site
Lead scoring
Data + insight
Audience +
market
insight
GTM
planning +
value
proposition
Creative
and content
development
optimisation
Inside sales
Nurture
Sales
enablement
Plan and concept Activate and amplify Pipeline management Sales engagement

Defining lead nurture
“The process of developing
relationships with buyers
at every stage of the sales
funnel, and through every
step of the buyer's journey.
Marketo
Creating sales ready leads
What’s the answer? Nurture.
Unfortunately, “nurture” has become yet another
marketing buzz term. That means everyone wants it.
Regardless if they have the resources, insight and
content to do it right.
What are your experiences with lead nurture?
Only 17% of business to business (B2B) leads are
sales-ready when first generated. [Pardot]

A drip programme:
Sends (drips) communications (email,
direct mail, etc.) following a timeline set
by the marketer. But, it does not take
into account their activity and
behaviour because it is static and non-
adaptive.
The difference between nurture and drip
A nurture programme:
Takes into account that B2B buyers do
not want to be spoken to; instead, they
want to be listened to.
Nurturing leads is all about building
relationships with potential buyers,
helping to build trust and allowing
them to do their research when, where
and how they want to.
Are you dripping or nurturing?

Together, they represent the entire customer journey and help in what we call:
Lead-to-Revenue Management
This can help change perception of marketing from a cost centre to a key
contributor to top BUSINESS priorities:
Revenue marketing made possible
is all about prospects
(acquisition, lead / demand
generation)
is all about customers
(retention, customer service, up
and cross-sell)
MARKETING AUTOMATION CRM
Customer acquisition / Customer retention / Revenue growth

You Can’t Automate Marketing You Don’t Have.
Data to
personalise
the
experience
Audience
specific
content
and info
Email
and
campaign
assets
Lead
definitions
and
processes
So many organisations are sold on
the conceptual ideals behind
marketing automation and think it
will be marketing’s panacea.
▪ The reality is, marketing automation
systems are just that – automation
systems.
▪ They can replace a great deal of manual
effort, but only if you’re currently engaging
in the type of marketing the platforms
handle.

1. Deliver more sales ready leads
2. Improve productivity by allowing
prioritisation of follow-up
3. Shorten the sales cycle through
automated actions
4. Track the value of every campaign
5. Focus on meaningful metrics
– not email responses
6. Recognise the value of assets at our disposal
7. Increase retention and deal size...
What can we get from marketing automation?
61% of B2B marketers
send all leads to sales
...but only 27% are
qualified or ready
for sales
50% of leads in the
average B2B database
are obsolete

Companies that excel at nurturing
generate 50% more sales-ready leads at
33% lower cost per lead
Nurtured leads make 47% larger purchases
than non-nurtured leads
[Forrester Research]

But the right content, that is.
We’ll need:
▪ Content aligned to our buyer personas
▪ Content suitable for each stage of the
buyer journey
▪ Content that resonates with different types
of learners
▪ Value-based content that doesn’t talk just
about us and our products.
Revenue marketing is fuelled by content
Learning types:
the VARK framework
The acronym VARK stands
for Visual, Aural, Read/write,
and Kinesthetic sensory
modalities that are used for
learning information.

All about Me! Me! Me!
Just repurposed brochure-ware
Full of overt selling messages
Same old story ...
in a different format
Unique every time
What isn’t
content?
What is
content?
“Any information
provided by a brand
in a format which is relevant,
compelling and timely to the
audience’s needs at the point at
which they engage with it and that
does not overtly seek to sell the
brand or
its products”
• All about Me! Me! Me!
• Just repurposed brochure-ware
• Full of overt selling messages
• Same old story ...
in a different format
• Unique every time

Moving prospects along the journey with content
1
Analyst research
(IDC, Gartner,
Forrester)2
Feature articles
about
technologies3
Technology news4
Product testing /
reviews / opinions1
Product
demo/product
literature2
Analyst research
(IDC, Gartner,
Forrester)3
How-to content /
information4
Product demo /
product literature1
Product testing /
reviews / opinions2
Case studies3
4
Analyst research
(IDC, Gartner,
Forrester)
1
Product testing /
reviews / opinions2
Product demo /
product literature3
4
Product testing /
reviews / opinions1
Case studies &
ROI tools &
Product demos2
Feature articles
about trends /
strategies3
4
ROI calculator or
other assessment
tools
1
Product demo /
product literature2
Vendor
directories
3
4
Feature articles
about trends /
strategies
Loosening
status quo
Committing
to change
Exploring
solutions
Committing
to a solution
Justifying
the decision
Making the
selection
We need the right content for each stage of the journey
IDG, 2015

TOP TIP: Carry out a content audit
Education Solution Vendor selection
Loosening the status
quo
Committing to
change
Defining the problem
exploring possible
solutions
Committing to a
solution
Justifying the
decision
On-boarding
Content to support the early “education phase of the
buyer journey
▪ Here the prospect is self educating about new ways of
solving business problems, leveraging new technology or
creating competitive advantage by being innovative.
“Solution stage” content – focusing primarily on
product and technical specifications.
▪ useful once the prospect has understood their
challenges and explored the marketplace for
potential solutions.
▪ Here they become aware of the Fujitsu offerings, and
investigate specific capability.
Very little content to support the “on boarding” phase
of the buyer journey
▪ maximising the benefit the customer derives from buying
a Fujitsu solution.
A
B
C
A B C

Can you measure revenue generated
from your marketing investment?

How are we measuring performance?
Unfortunately, almost half of us aren’t talking in money terms.
The majority talk in lead volume terms.
But that doesn’t tell us anything about the suitability
of those leads, or their likelihood to convert
Scarily, 7% don’t measure at all.

DirectionGroup Revenue Marketing - Edge presentation

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

DirectionGroup Revenue Marketing - Edge presentation