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RA eBook Continuous Engagement
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RA eBook Continuous Engagement

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Take advantage of your Marketing Automation platform and run Continuous Campaigns to engage your audience, deepen and expand relationships, and drive top-line growth.

Take advantage of your Marketing Automation platform and run Continuous Campaigns to engage your audience, deepen and expand relationships, and drive top-line growth.

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  • 1. Revenue Architects eBook:Continuous EngagementThree steps to build a more stable and predictablerevenue pipeline.
  • 2. Revenue marketing is changing…• The web is transforming the way buyers engage as businesses no longer control the flow of information• Studies show that over 45% of web searches are for products or services as firms move more toward inbound marketing• Yet, campaign outreach is still important to build awareness and drive conversions• At any one time, 70-80% of prospects touched via campaigns do not have an immediate need• So, while “one-time” campaigns used to work, they are now less effective 2
  • 3. A new approach…• Revenue marketers are adopting new approaches - reaching buyers when they are ready to engage. – Inbound marketing – where web presence and content draws active buyers from search engines – Continuous campaigns to engage and reinforce messaging• Successful revenue programs feature continuous, creative and differentiated messages to cut through the clutter and capture customer value. 3
  • 4. Yet campaigns are difficult…• It is difficult to capture the attention of an audience that is inundated with competing messages• Targeting the wrong people wastes valuable resources and turns away potential buyers• With buyers more in control, programs need to include a range of evolving online and offline content• The tools and technologies that support revenue marketing programs are complex and changing In this environment, how do we accelerate our near and long-term sales pipeline? 4
  • 5. Stay connected with your audience Use Continuous Engagement to connect with your audience and build a sustainable pipeline Three Steps Target Develop Creative Automate your Intelligently Strategies Programs 5
  • 6. Why Continuous Engagement?• Often, it is a timing issue… you need to be there when the customer is ready to progress their buying process• Your audience is likely being bombarded with messages and you need to reinforce your brand impressions and messaging over time to get attention• With the right touch cadence, you can engage existing customers and new buyers at the right times and build a more predictable sales pipeline• Marketing Automation supports this strategy with integrated end-to-end capabilities 6
  • 7. Step 1. Target Intelligentlya. Set top-down goals and metricsb. Target the right peoplec. Build and validate a target listd. Track behaviors 7
  • 8. 1a. Set top-down goals & metrics• Identify your campaign targets and revenue expectations: – What are the sources of revenue, e.g. retention, growth and new accounts? – What are the average deal sizes and close rates? – What are the required number of closed deals? – How many sales accepted leads and marketing qualified leads are needed to result in adequate numbers of sales qualified leads? – What are the lead sources and inbound / outbound lead mix? – Based on conversion expectations, how many touches do we need? 8
  • 9. 1b. Target the right people• What is the target demographic for the campaign? – Job title, function, age, education, location – Geography, Industry, Company size / number of employees – Existing client, known target prospect (active sales prospect) – Priority target accounts• How do we target and engage our existing customers/ clients differently than our new prospects? 9
  • 10. 1c. Build and validate a target list• Build your database – Consider quality and time frames to build a list organically or acquire a list from a credible source. Competitive advantage will come from a rich and augmented database built over time.• Validate the list for high touch campaigns – Research programs can help validate list accuracy. – You may want to begin with email to identify bounces and opt- outs quickly. – For direct mail programs, validated lists are important to avoid avoidable expense.• Augment over time – Sales programs and progressive profiling can augment the database with useful information e.g. competition, installed solutions, time frames. 10
  • 11. 1d. Track behaviors• Behaviors and activities help you to score leads and measure interest• Activities to track include email opens, downloads, clicks, form completions, meeting requests, event registrations• Identify areas of interest by tracking what web-pages are visited as well as clusters of activity – e.g. when more people from one company visit site within a certain amount of time• Provide the sales team lead score information as decision support information to help them prioritize their follow-up 11
  • 12. 2. Develop Creative Strategiesa. Capture attentionb. Envision all the elementsc. Map the touch cadence 12
  • 13. 2a. Capture Attention• The volume of messages makes it is harder than ever to capture attention. You need a creative approach: – Understand what the competition doing and inform your strategies – Build a persona of the target audience and zero in on the right messages - Identify your unique selling proposition – Creatively consider ways you can excite the audience. Is there an overall theme you can tap into? – What are creative alternatives? – What media can you create (e.g. white paper, video, blog, twitter, apps) to capture audience? – How can your content go “viral”? 13
  • 14. 2b. Envision all the elements• From your creative strategy, you can now map out the various of components of the campaign, e.g.: – eMails – Direct Mail – Landing Pages – Downloadable / Premium Content – Creative design – Copy – Conversion Forms – PPC/ SEM Programs – Social Media – Etc.… 14
  • 15. 2c. Map the touch cadence• Buyers are not often ready when you are, so you need to touch them over time – without causing them to opt-out or feel bombarded. It is a tricky balance: – Is this a campaign or a long term program over many months? – What are the behaviors and rules that trigger different messaging? – Are touches primarily digital, direct, social telesales?• Crafting the right touches over time helps you strike the right balance between cost and impact. 15
  • 16. 3. Automate your programsa. Understand business requirementsb. Select and use marketing automationc. Develop a closed-loop process 16
  • 17. 3a. Understand business requirements• Different organizations will vary widely in their automation requirements. – In addition to core email and landing page functionality, marketing automation solutions should provide analytics to track touch points e.g. from website and landing page forms, page views, emails – Ideally, you can score leads based on behaviors and provide decision support for sales reps – To run “cadence campaigns” you can use automated “drip marketing” programming based on pre-defined rules – Tools also help manage your social media reach and engagement – If key prospects visit the website, landing page, or social media you can alert sales reps immediately – eMail volume and costs are also key factors in your decision 17
  • 18. 3b. Select and use automation• There is a wide range of options for marketing automation – from “point solutions” with integrations to fully integrated marketing automation platforms. – email volumes and process complexities may dictate a full featured solution, yet some of the more robust platforms come with additional complexity that require specialized skills. – Point solutions like Mailchimp for emails and Unbounce for landing pages and email campaigns work well for many small businesses. – Many marketing leaders seek integrated marketing automation solutions. Examples include tools like Act-On, Eloqua, Marketo, Silverpop or Pardot. – CRM technology is rapidly evolving to include marketing features and CRM integration is part of an end-to-end solution. 18
  • 19. 3c. Develop a closed-loop process• A successful implementation will help you manage your pipeline end-to-end. Focus on the end-to-end “revenue process”• It is important to map your business process end-to-end and tie these technology choices together to support a closed-loop system• Leading CRM Solutions like salesforce.com and Microsoft Dynamics address sales force automation, yet increasingly include tools for marketing 19
  • 20. Summary• The buyer is more in control and sellers must adopt new strategies• To develop a more predictable pipeline over time, you can use a continuous engagement approach: 1. Target intelligently: Develop a target database with the right attributes that fits with your offering and message 2. Develop creative strategies: It is a noisy market, use content and a creative mix of touch strategies to drive more attention and “sharability” to your offering 3. Automate your programs: With all the moving parts of today’s campaigns, it is critical that you power campaigns with the right marketing automation solutions 20
  • 21. About Revenue ArchitectsRevenue Architects delivers adaptive services for revenue growth. Wecombine marketing, sales, and technology skills in a flexible model toaddress the diverse requirements of marketing and sales leaders. Bycombining our core team and our independent network, we flexiblydeliver comprehensive services for revenue growth:• Revenue Strategy: Envision opportunity, assess capability and prioritize initiatives• Revenue Systems: Deploy technology, processes, and skills for the revenue engine• Revenue Programs: Deliver innovative campaigns and programs to drive demand 21
  • 22. Visit us www.revenuearchitects.com 22