Profile of the Revenue Marketer Presented by  Debbie Qaqish Chief Revenue Officer The Pedowitz Group
Agenda <ul><li>The Journey Begins </li></ul><ul><li>Marketing’s New Revenue Obligation </li></ul><ul><li>Definitions </li>...
“ Debbie, what are  you  going to do about revenue?
Marketing’s New Revenue Obligation <ul><li>It’s here, now </li></ul><ul><li>The Revenue Struggle </li></ul><ul><li>New too...
Definition of the Revenue Marketer <ul><li>Digital Body Language  is online behavior.  It’s the other half of the conversa...
The Revenue Marketing Team <ul><li>VP of Marketing Revenue </li></ul><ul><li>Business Analyst </li></ul><ul><li>Power User...
VP of Marketing Revenue <ul><li>Role Description </li></ul><ul><li>Strategic role for Demand Generation </li></ul><ul><li>...
Business Analyst <ul><li>Role Description </li></ul><ul><li>Metrics are now a part of your life </li></ul><ul><li>What you...
Power User & Campaign Executioner <ul><li>Role Description </li></ul><ul><li>Power User </li></ul><ul><li>Sets up and exec...
Creative for Revenue & Content <ul><li>Role Description </li></ul><ul><li>Create the creative/copy for: </li></ul><ul><ul>...
Revenue Marketers http://www. pedowitzgroup . com/dgassets . htm
<ul><li>Email Service Provider </li></ul><ul><li>The Buy Cycle </li></ul><ul><ul><li>Increase in conversions to opportunit...
<ul><li>Leading provider of information through technology </li></ul><ul><li>Metrics That Matter </li></ul><ul><ul><li>Mar...
<ul><li>VOIP phone systems – New York </li></ul><ul><li>Lead Nurturing </li></ul><ul><ul><li>16 Lead Nurturing Programs up...
What are  you  going to do about revenue?  Debbie@pedowitzgroup.com  770-331-4443
Debbie Qaqish  – Chief Revenue Officer/Principal <ul><li>Newly Published White Papers:  http://go. pedowitzgroup .com   </...
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The Revenue Marketer - March 25, 2010

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This presentation presents the new role of the B2B marketer, the Revenue 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.
  • The Revenue Marketer - March 25, 2010

    1. 1. Profile of the Revenue Marketer Presented by Debbie Qaqish Chief Revenue Officer The Pedowitz Group
    2. 2. Agenda <ul><li>The Journey Begins </li></ul><ul><li>Marketing’s New Revenue Obligation </li></ul><ul><li>Definitions </li></ul><ul><li>The Revenue Marketing Team </li></ul><ul><li>Meet Some Revenue Marketers </li></ul><ul><li>What Are You Going To Do About Revenue? </li></ul>
    3. 3. “ Debbie, what are you going to do about revenue?
    4. 4. Marketing’s New Revenue Obligation <ul><li>It’s here, now </li></ul><ul><li>The Revenue Struggle </li></ul><ul><li>New tools make it possible </li></ul><ul><li>Hiring models </li></ul><ul><li>Variable compensation </li></ul><ul><li>Fast growing market </li></ul>CONFIDENTIAL THE PEDOWITZ GROUP
    5. 5. Definition of the Revenue Marketer <ul><li>Digital Body Language is online behavior. It’s the other half of the conversation your prospects and clients are having with you. Are you listening and participating? </li></ul><ul><li>Marketing Automation describes a rapidly emerging category of Web 2.0 technologies designed to improve marketing efficiencies and drive additional revenue through high quality lead generation and opportunity management. </li></ul><ul><li>Demand Generation (or ‘DG’ for short) is 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. </li></ul>
    6. 6. The Revenue Marketing Team <ul><li>VP of Marketing Revenue </li></ul><ul><li>Business Analyst </li></ul><ul><li>Power User </li></ul><ul><li>Revenue Focused Creative </li></ul><ul><li>Revenue Focused Content </li></ul>Debbie@pedowitzgroup.com 770-331-4443
    7. 7. 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>Constantly reviewing the funnel, tweaking and improving </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 for </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>
    8. 8. 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><ul><li>Efficiency Metrics to Revenue Metrics </li></ul></ul><ul><li>Lots of experimentation, numbers do not lie </li></ul><ul><li>Constantly reviewing the impact of campaigns on the business </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><ul><li>The view will tell all </li></ul>
    9. 9. Power User & Campaign Executioner <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>
    10. 10. Creative for Revenue & Content <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 </li></ul></ul><ul><ul><li>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>
    11. 11. Revenue Marketers http://www. pedowitzgroup . com/dgassets . htm
    12. 12. <ul><li>Email Service Provider </li></ul><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>
    13. 13. <ul><li>Leading provider of information through technology </li></ul><ul><li>Metrics That Matter </li></ul><ul><ul><li>Marketing Ops </li></ul></ul><ul><ul><li>50% contribution to pipeline (goal is 100%) </li></ul></ul><ul><ul><li>300% increase in inquiries </li></ul></ul><ul><ul><li>MQLs is a 50% increase </li></ul></ul>
    14. 14. <ul><li>VOIP phone systems – New York </li></ul><ul><li>Lead Nurturing </li></ul><ul><ul><li>16 Lead Nurturing Programs up and running in 6 months </li></ul></ul><ul><ul><li>17% improvement in conversions to close </li></ul></ul><ul><ul><li>28% growth in pipeline </li></ul></ul><ul><ul><li>1.5% to 8% increase in response rates </li></ul></ul>
    15. 15. What are you going to do about revenue? Debbie@pedowitzgroup.com 770-331-4443
    16. 16. Debbie Qaqish – Chief Revenue Officer/Principal <ul><li>Newly Published White Papers: http://go. pedowitzgroup .com </li></ul><ul><li>Profile of a Revenue Marketer: </li></ul><ul><li>Fulfilling the New Revenue Obligation </li></ul><ul><li>Selling 2.0: </li></ul><ul><li>Lessons from the Digital Trenches </li></ul><ul><li>Blog: http: //pedowitzgroup . blogspot .com/ </li></ul><ul><li>Twitter:  @DebbieQaqish </li></ul><ul><li>Email:   [email_address] .com </li></ul><ul><li>Phone:  770-331-4443 </li></ul>

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