The New Revenue Engine In The Age Of Digital Marketing


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Discussion with TiE Boston related to key digital trends, including social media and inbound marketing that are driving new models for the Revenue Architecture.

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The New Revenue Engine In The Age Of Digital Marketing

  1. 1. The New Revenue Engine In The Age Of Digital Marketing John Stone @jcstone3 Nan Hill @nanlilahill
  2. 2. Revenue Architects – About Us  Consulting agency 100% focused on the revenue engine  Trusted Advisor, Delivery Partner, Solution Builder  Dedicated core team and Independent Network  Helping clients drive top-line performance with expert teams and a flexible talent model 2
  3. 3. Today…  Discuss some of the digital trends and key strategies that drive revenue today  Introduce the Revenue Architecture framework how to plan a revenue engine  Revenue Engine Workshop with the group to self-assess your current capabilities and priorities 3
  4. 4. Disruption in the Revenue Engine Old Model New Model Aware Marketing Interested Marketing Considering Service Sales Evaluating Sales Committed Customer Service Advocate We need an integrated process to drive the engine… 4
  5. 5.  Are you on Facebook?  Are you tweeting yet?  Have you checked in on Foursquare?  Are you marketing your brand on the web? 5
  6. 6. Our View: An effective web presence deepens and expands client relationships and is a powerful driver for revenue performance. Web presence begins with your website and extends to your digital outposts and web content. An effective strategy is critical…. 6
  7. 7. Some Digital Drivers • Digital Experience • Googleization • Content Revolution • Social Velocity 7
  8. 8. 1. Digital Experience Not much has changed, we need to deliver a well designed digital experience for our target audience. • Branding • Web Presence • Inbound Engagement • Impact • Retention and Advocacy
  9. 9. 9 Branding & Design Attributes, personalities Visual Design, Typography, Color Brand/editorial voice, values Attitude and personality, aesthetics User-centered design intent-based navigation Personal brands
  10. 10. Web Presence From websites to web presence 50M month 20M month 400M Users 30M per month
  11. 11. Inbound Engagement The web has shifted the buy-sell process… Permission Marketing Content Marketing “Self-Sell” Nurture Programs and Drip Campaigns Landing Pages and Microsites Shared Control Image Source: Hubspot website 11
  12. 12. Impact We need to impact our customer’s business  Enable Self-sell  Information Access  Personalized Nurture Programs  End-to-end Commercial Management  Web 2.0 features and social media integration “Satisfaction” is no longer adequate 12
  13. 13. Retention.. and Advocacy  Personalized experience  My primary experience of this type  Material impact on my process  I am proud that I am a user  Changing the way I work  I will recommend this  Realizing tangible to my network business value  Easy to engage  Personal Compared to my competitors?
  14. 14. 2. Googleization Search is the window to audience intent. • Search • Fire hose • Organic vs. Paid • Visibility 14
  15. 15. Search
  16. 16. Information Fire hose Inundated with information Seeking relevance Filtering Seeking credibility from social networks Key word search 16
  17. 17. Search: Organic vs. Paid  We seek organic results −Free −More traffic −Smarter people −Longer lasting Organic Results 75% Clicks
  18. 18. Visibility  On-page (25%) ▫ Page titles, Tags ▫ Meta Data ▫ Keywords  Off-Page (75%) ▫ Great content ▫ Inbound links ▫ Digital PR ▫ Activity ▫ Relevance 18
  19. 19. 3. Content Revolution In the world of search-dominated visibility, good content is more important than ever. • Architecture of Participation • The Long Tail • Sticky and Spreadable • RSS • Blogs • Publishing across Media 19
  20. 20. Architecture of Participation User Generated Content Wisdom of Crowds The Audience wants control
  21. 21. The Long Tail High Cost Searches / Site Visitors “Financial Planner” “Financial Planner for Verizon retiree” Low Cost Low Probability of Conversion High Probability of Conversion Popularity
  22. 22. Sticky and Spreadable  Content Marketing is an art and a science. The focus is understanding what your clients want, and delivering it to them in a compelling way.  Great content is relevant, sticky and spreadable. • Relevant • Visible • Modular • Accessible • Authentic • Stylized • Entertaining • Optimized • Sharable • Managed
  23. 23. RSS – Really Simple Syndication Articles, Links, Podcasts, Blogs, Photos, Video, etc…  Subscribe to a feed and automatically receive updates  Search-based feeds / (e.g. Google Alerts) helps content find you  Subscriptions are free  RSS is the protocol for information sharing on SUBSCRIBE the web. Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…
  24. 24. Blog Content  A web site of posts published in reverse- chronological order  Brings more dynamic content to your audience  Can build presence with the media  Increase awareness and visibility
  25. 25. Publishing across Media • Articles • Blog Posts • Podcasts • Videos/Video Blogs • Photos • Presentations • eBooks • News Releases • Web Events • Traditional
  26. 26. 3. Social Velocity Perhaps the hype has subsided a bit, but the medium is here to stay… • The social Web • The Big 3+ • Streams • Crowdsourcing • New Transparency 26
  27. 27. The Social Web 27
  28. 28. The Big 3 500 million users 70 million users 190 million monthly
  29. 29. Facebook 500 Million Users 35 years of 34% age+ 58% Household Income $60,000+ 55% College or Post Graduate Degrees Source: Source:
  30. 30. LinkedIn 70 Million Users 35 years of 75% age+ Household Income 69% $60,000+ College or Post 81% Graduate Degrees Source: Source:
  31. 31. Twitter 35 years of 44% age+ Household Income 52% $60,000+ College or Post 55% Graduate Degrees Source:
  32. 32. Streams  Real-time feeds and search  Aggregators  Presence  Incentives and promotions 32
  33. 33. Crowdsourcing  Social opinions  Drives relevance  Wisdom of crowds 33
  34. 34. New Transparency x 34
  35. 35. How do we respond? 35
  36. 36. Some Strategies and tools  Build a brand identity..  Establish your presence…  Build relevance with long-tail focus…  Build cross-media content…  Mash-up with web 2.0...  Offer differentiating services ..  Build an inbound model…  Integrate sales and marketing… 36
  37. 37. The Revenue Architecture Framework 37
  38. 38. What is a Revenue Architecture? At a campaign, team, or enterprise level…. …the Revenue Architecture is the blueprint that describes the priority capabilities needed to effectively attract, nurture, sell and expand profitable relationships with targeted customers. By answering important questions about key revenue drivers, we can craft a better informed strategy and execute better sales and marketing campaigns and programs. 38
  39. 39. Revenue Architecture Framework 1 Market Strategy 2 Revenue Engine Skills & Process & 4 Incentives Organization Technology & Measures Web Presence & Content & Experience Messaging 3 Relationship Management 39
  40. 40. Revenue Architecture Framework Who are we What is our core targeting? positioning? How do we know we are successful? How do we organize and execute the revenue engine? How do align incentives for performance? How do we ensure we retain and grow our base? 40
  41. 41. Designing a Revenue Architecture A five step process to organize and align around a plan. Step 2 Step 4 What are the What are the important best options revenue open to us? challenges? Current State Target State Market Strategy Market Strategy Implementation Step 1 Revenue Engine Step 3 Revenue Engine Step 5 • Skills & Organization • Skills & Organization • Process and Technology • Process and Technology Initiate • Web Presence & Prioritize • Web Presence & Plan Experience Experience • Content & Messaging • Content & Messaging Relationship Management Relationship Management How do we Why are we What is get there? doing this and Incentive & Measures really Incentive & Measures how do we important? identify and urgent? success? This can take a few hours or a few months depending on scope. 41
  42. 42. Current State Assessment A Rapid diagnostic to determine key priorities and capabilities.  What is our maturity level for key elements of the Revenue Current State Architecture? Market Strategy  How important are these Revenue Engine factors to our mission? • Skills & Organization  What are our key Strengths, • Process and Technology • Web Presence & Weaknesses, Opportunities, Experience • Content & Messaging Threats?  What are the gaps? Relationship Management  Which elements are most Incentive & Measures important and most urgent? 42
  43. 43. Prioritization = Focus Strategic Importance: Does it matter? Urgency: How fast should we act? High Importance Strategic Low Low Urgency High Feasibility: Can we do it? Impact: What do we get? Low scoring High initiatives to be revisited over Add-ins Feasibility time as market conditions change Watch List Low Low Impact High Outcome: Top Priority Simple initiatives which act as “Add-ins” actions for sequencing into Watch list as opportunities change the plan 45
  44. 44. Target State A description of the revenue operating plan.  Target markets, clients  Branding  Core Messaging  Organization  Skills  Value propositions  Collateral and Sales Assets  Cross-media  Web Presence  Inbound Marketing Model  Marketing Automation Platform  Marketing and Sales Process 46
  45. 45. The One Page Plan Pulling the pieces together into a one-page plan. Targets / Goals Mission What Targets to be achieved Mission is our overall Owners Client Sales Mktg mission? Scope? Focus? Targets Target Market Strategy Actions Current State Goal State Content and Messaging Current State existing capabilities Revenue Engine Web Presence strengths/ Revenue and Experience Weaknesses Initiatives aligned with Stakeholder Processes and Goals and Technology Targets Future State Statements of Skills and ambition for each Action Plans Organization element Execution to business growth Programs Programs Specific Revenue Focused Campaigns and Programs
  46. 46. Thank You Nan Hill @nanlilahill John Stone @jcstone3 48