Rise of the Revenue Marketer


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Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.

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  • Steve just gave you an incredible view into what is different about your buyers with a sneak peek of how some marketers and sales organizations are responding to that change. But my bet is the over whelming majority of people on this call are not responding to this change at all! My bet is you are going to do the same thing in 2010 as you did in 2009 and 2008 The Story about my friend and her executive presentation – we just have to show up and present the same old stuff. There is nothing different you can do. 6 things you are probably proposing Now, these things may be necessary and required at your organization but to think this is the complete list or there is nothing “different you can do” to impact revenue is living in an ignorant state of being and in today’s economy this is very dangerous. As human beings we all have an adverse reaction to change, especially if we are not the ones driving that change. But if you are going to survive in 2010 and remain competitive, you need to educate yourself on these technologies and begin your intake process as soon as possible. There is an entire genre of Web 2.0 tools that are dramatically changing how organization get, keep and grow revenue and improve customer relationships and it’s not CRM.
  • Leverages Online behavior Invite, read, respond (automatically, real-time) Manage the funnel Deploys a Marketing Automation System (with CRM) SAS models Drives efficiency and reportable revenue Builds A Demand Generation Practice The revenue focused set of activities for both sales and marketing that: gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker. Contributes Trackable Top Line Revenue Growth
  • Rise of the Revenue Marketer

    1. 1. <ul><li>Debbie Qaqish </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedowitz Group </li></ul><ul><li>July 15 th 2010 </li></ul>The Rise of the Revenue Marketer TM
    2. 2. About the Speakers Andrew Gaffney  - Editor at DemandGen, Gaffney is specialized in custom publishing, performance-based marketing, measurement and demand generation. His clients have ranged from start-ups to Fortune 500 in technology, retail and online media. Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 6 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals.
    3. 3. A Shared Approach To Revenue Generation
    4. 4. Benefits of a Shared Revenue Cycle <ul><li>Lower customer acquisition costs —More effective marketing programs/efficient sales </li></ul><ul><li>Reduced wasteful spending —Cut back on cold calling, direct mail, costly lead tactics </li></ul><ul><li>More predictability in sales forecasts —Lead qualification = repeatable, predictable processes </li></ul><ul><li>Greater pipeline stability —Sales teams able to avoid the “feast or famine” </li></ul>
    5. 5. Sales & Marketing Stretching
    6. 6. Next Gen – Demand Gen <ul><li>Marketing’s role evolving beyond the top of the funnel </li></ul><ul><li>Greater need for and emphasis on lead nurturing and lead acceleration </li></ul>
    7. 7. <ul><li>The Journey </li></ul><ul><li>The Buyer is in Control </li></ul><ul><li>Definitions & Characteristics </li></ul><ul><li>The Revenue Marketing Team </li></ul><ul><li>Meet Some Revenue Marketers </li></ul><ul><li>Q & A </li></ul>Agenda
    8. 8. “ Debbie, what are you going to do about revenue?”
    9. 9. The Buyer is in Control
    10. 11. What can the BMW Revenue Marketer do?
    11. 12. <ul><ul><li>Check our financing options page </li></ul></ul><ul><ul><li>Search for a local BMW dealer </li></ul></ul><ul><li>Now….my online behavior language changes. </li></ul>Change in Online Behavior
    12. 15. Options provided by The BMW Revenue Marketer <ul><li>Send an automatic email to the prospect with a list of financing options and an invitation to talk to a dealer </li></ul><ul><li>Send an alert to the closest dealer with: </li></ul><ul><ul><li>Name, phone, email address of prospect </li></ul></ul><ul><ul><li>History of online behavior </li></ul></ul><ul><ul><ul><li>Interested in a white 2010 pre-certified Z4 </li></ul></ul></ul><ul><ul><ul><li>Dealer can call immediately or send an email introduction </li></ul></ul></ul>
    13. 16. New Role for Marketing
    14. 17. Enhancing Lead Gen is #1 CSO Insights Study
    15. 18. Sales Rates Marketing on Lead Generation ..and the score is not good! 63% “Needs Improvement ” CSO Insights Study
    16. 19. The Rise of the Revenue Marketer <ul><li>Leverages </li></ul><ul><li>Deploys </li></ul><ul><li>Builds </li></ul><ul><li>Contributes </li></ul>
    17. 20. <ul><li>Focused on rev impact </li></ul><ul><li>Run by the numbers </li></ul><ul><li>Integrated with sales </li></ul><ul><li>Fully leverages technology </li></ul><ul><li>A seat at the table </li></ul><ul><li>New team and new skills </li></ul>Characteristics of a Revenue Marketing Practice
    18. 21. Meet The Revenue Marketing Team! <ul><li>VP of Marketing Revenue </li></ul><ul><li>Business Analyst </li></ul><ul><li>Power User/Marketing Technologist </li></ul><ul><li>Revenue Focused Creative </li></ul><ul><li>Revenue Focused Content </li></ul>
    19. 22. Meet the VP of Marketing Revenue! <ul><li>Role Description </li></ul><ul><li>Strategic role for Demand Generation </li></ul><ul><li>“ Sounds” like a VP of Sales </li></ul><ul><li>Manages a lead funnel and is focused on revenue results </li></ul><ul><li>Envisions effective campaigns – all elements </li></ul><ul><li>All campaigns are about pipeline and revenue impact </li></ul><ul><li>Skills & Experience </li></ul><ul><li>Communication </li></ul><ul><li>Teamwork </li></ul><ul><li>Execution </li></ul><ul><li>Revenue results focused including to areas he/she does not have direct responsibility </li></ul><ul><li>Sales, sales ops, finance </li></ul><ul><li>Not typically agency, product or creative </li></ul><ul><li>Often hired </li></ul>
    20. 23. Meet the Business Analyst! <ul><li>Role Description </li></ul><ul><li>Metrics are now a part of your life </li></ul><ul><li>What you measure changes over time </li></ul><ul><li>Efficiency Metrics to Revenue Metrics </li></ul><ul><li>Lots of experimentation, numbers do not lie </li></ul><ul><li>Constantly reviewing </li></ul><ul><li>Skills & Experience </li></ul><ul><li>Analytical </li></ul><ul><li>Communication </li></ul><ul><li>Experimentation </li></ul><ul><li>Successful prior experience includes in using technology to translate business analytics and suggestions for change. Google analytics, CRM, etc. </li></ul>
    21. 24. Meet the Marketing Technologist! <ul><li>Role Description </li></ul><ul><li>Power User </li></ul><ul><li>Sets up and executes campaigns </li></ul><ul><li>Continuously learning how to more effectively leverage the technology to meet the business needs </li></ul><ul><li>Skills & Experience </li></ul><ul><li>Application friendly </li></ul><ul><li>HTML </li></ul><ul><li>Web understanding </li></ul><ul><li>Detail oriented/Logic </li></ul><ul><li>Successful prior experience includes CRM, web, HTML, picks up apps quickly </li></ul>
    22. 25. Meet the Creative & Content Team! <ul><li>Role Description </li></ul><ul><li>Create the creative/copy for: </li></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Hypersites </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><li>Content is King </li></ul><ul><ul><li>Yours, 3 rd Party </li></ul></ul><ul><ul><li>Small exchange of value </li></ul></ul><ul><li>Skills & Experience </li></ul><ul><li>Creative </li></ul><ul><li>HTML </li></ul><ul><li>Content for Web 2.0 </li></ul><ul><li>Creative focused on creating a response, a next step, a conversion, a multi-step digital relationship. </li></ul><ul><li>Content in snippets and content that invites behavior </li></ul>
    23. 26. <ul><li>The Buy Cycle </li></ul><ul><ul><li>Increase in conversions to opportunity by 15% </li></ul></ul><ul><ul><li>Reduction in time to convert by 30 days </li></ul></ul><ul><ul><li>37% click through rates </li></ul></ul><ul><li>Sally runs the Inside Sales Team </li></ul>Meet Three Revenue Marketers <ul><li>Achieved 100% ROI in 3 months </li></ul><ul><li>Increased number of sales-ready leads by 400% </li></ul><ul><li>Reduced campaign management burden by 80% </li></ul><ul><li>Increased free trials volume and conversion rate by 10-15% </li></ul><ul><li>Increased email open and click-through rates by 10% </li></ul><ul><li>Improved web site content and landing page quality </li></ul>Email Service Provider
    24. 27. Meet Revenue Marketers Join us on Thursdays at 2 PM EST via Blog Talk Radio: Listen to real stories from real Revenue Marketers with the Revenue Marketer Blog Talk Radio Series
    25. 28. What are you going to do about revenue? So…
    26. 29. <ul><li>Get real </li></ul><ul><li>Establish revenue goals </li></ul><ul><li>You don’t know what you don’t know </li></ul><ul><li>Talk to other Revenue Marketers </li></ul><ul><li>How do you eat an elephant? </li></ul>Your Next Steps
    27. 30. <ul><li>Debbie Qaqish </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedowitz Group </li></ul><ul><li>July 15 th 2010 </li></ul>The Rise of the Revenue Marketer TM Questions?