IdeaLaunch Webinar Content Revenue Architecture

Content Revenue Architecture John Stone III Revenue Architects

Summary – 4 takeaways 1. Content Marketing drives the revenue engine. 2. Good content is “sticky and spreadable” and digital video is hot. 3. Strategy should be driven by a Revenue Architecture. 4. A case study illustrates an integrated marketing campaign.

Digital Marketing drives the Revenue Engine Aware Digital Marketing Levers Interested  Web presence: from website Considering to social media footprint  Credibility: content and Evaluating resources that drive credibility Committed  Inbound: permission-based Client nurturing capabilities Deliver  Relationships: technology- Plan enabled personal interactions Act Deliver  Delivery excellence: client Review experience for retention and advocacy Advocate

Search The window to intent… 75% off page 25% on page…

Yes… and Yahoo and Bing “In 2009, the click through rates for Google improved over 2008 by about 32%. However, for Yahoo, the jump was 123% and Bing went up 109%. Google still trounces them both on cost-per-click, which can matter greatly assuming similar conversions.” – Mark Robinson RealSEO

Content Marketing is at the center Branding Engage SEO Valuable Conversions Traffic Content Nurture Sales Extension Self Sell

Good Content is “Sticky and Spreadable” – Relevant – Visible – Modular – Accessible – Authentic – Stylized – Entertaining – Optimized – Sharable – Managed

We are wired for video  Humans are adapted to rapidly integrate complex visual stimuli  Immense portion of our brain power is dedicated to processing moving visual images  We have a face recognition engine and detectors for objects that move rapidly  We also have a function for imagining “Today, 71% of the US online audience watches video on the Internet, and the number of streams consumed should more than double by 2013.”

Types of Video Content

New tools help drive conversions 4 Drive to actions and update CRM 1 Action-oriented video content to pique interest 3 Personalize story with on-the-fly Video App assembly 2 Gather information about visitor Source: VisibleGains Tracking 5 Real-time tracking and measurement

B2B Insurance Provider At Least 1 No Videos Event Measured Video Improvement Watched Watched Start a Quote 11.6% 21.6% 1.9x Purchase Rate 1.7% 4.2% 2.5x On-line Purchase .95% 1.6% 1.7x Rate Multiple Visits 4.3% 8.2% 1.9X Purchase Rate Average Order $569 $643 13% Annual ROI: 207% “We typically convert about 1.7% of our traffic to sales. With Visible Gains we saw that rate more than double” - Alex Wright, VP Marketing Source: VisibleGains

Case Study: B2B Value Added Reseller  Situation: Successful IT company with a 30 year track record and long term client relationships, a wide range of solution offerings.  Goal: Drive 3X revenue from with a new solution partner within 1 year.  Key Question: What innovative marketing programs should we pursue to rapidly accelerate sales?  Our Approach: Rapid Revenue Architecture Discovery to uncover the opportunities and a campaign strategy that fits.

What is a “Revenue Architecture”? “The revenue engine blueprint to attract, nurture, sell and expand profitable relationships with chosen customers” 1 Go-to-market Strategy 2 Lead to Close Process Structure and Organization Content and Process 4 Incentives and Metrics People and Skills Technology and Data 3 Customer Relationships Good marketing strategies begin with a revenue architecture.

Revenue Architecture Discovery Step 2 Step 4 What are the best options Why are we Current State Target State open to us? doing this? Go-to-Market Strategy Go-to-Market Strategy Lead-To-Close Lead-To-Close Implementation • Structure and • Structure and Step 1 Organization Step 3 Organization Step 5 • Content and • Content and Initiate Process Prioritize Process Plan • People and Skills • People and Skills • Technology and • Technology and Data Data What is How do we What shape are Customer Relationships Customer Relationships really get there? we in today? Incentive & Metrics important? Incentive & Metrics A process that scales from 1 day to several weeks…

The Scorecard… 1. Go-to-market Strategy • Right market, right offers • Segmentation and buyer values • Territories and channels • Persuasive messaging 2. Lead-to-close Process • Innovative programs • Team and organization • Web presence • Lists marketing Revenue Architecture • Content • Inbound lead capture • Nurture process 4. Incentives and Metrics • Marketing-sales process • Performance • Marketing-sales systems indicators • Outbound process • Metrics • Activities, skills and • Leading indicators competencies • Performance • Selling tools and assets motivation 3. Customer Relationships • Tracking • Service delivery • Client retention • Account management

Key Findings… 1. Go-to-market Strategy • Right market, right offers • Segmentation and buyer values • Territories and channels • Persuasive messaging 2. Lead-to-close Process • Innovative programs • Team and organization • Web presence • Lists marketing Revenue Architecture • Content • Inbound lead capture • Nurture process 4. Incentives and Metrics • Marketing-sales process • Performance • Marketing-sales indicators systems • Metrics • Outbound process • Leading indicators • Activities, skills and • Performance competencies motivation • Selling tools and assets 3. Customer Relationships • Tracking • Service delivery • Client retention • Account management

The solution – Integrated Campaigns  Sales-enablement − Core content assets that immediately in sales – white papers, emails, training  Brand and Solution Videos  Integrated Marketing Program − Position the company, bring solutions to life − Webisodes with leading analyst firm and company experts to build credibility − White papers and Case Studies to reinforce depth and insight  Enhanced web site presence with landing page and integrated customer experience  Eloqua-enabled nurture program  Social media engagement increase awareness and build street cred

Expectations in progress….  Position the company as an Aware independent solution provider with in-depth expertise Interested Considering  Build awareness with social media, webisodes, great Evaluating content Committed  Capture sales team Client mindshare and activity share Deliver Plan  Pave the way for customer interactions Act Deliver Review  Lead capture and lite nurture Advocate

Takeaways 1. Content Marketing drives the revenue engine. 2. Good content is “sticky and spreadable” and digital video is hot. 3. Strategy should be driven by a Revenue Architecture. 4. A case study illustrates an integrated marketing campaign.

Thank You John C. Stone III President and CEO jcstone@revenuearchitets.com 617 864 8191

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IdeaLaunch Webinar Content Revenue Architecture

by Revenue Architects on Apr 01, 2010

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IdeaLaunch Webinar Content Revenue Architecture — Presentation Transcript