B2B marketing used to be simple, now we live in a post-big data world, surrounded by information, reports and dashboards. Since 2010, B2B CMOs and their teams have been transforming too slowly from Marcom functions to demand gen and revenue marketing models... but few have been able to use and optimise data analysis at the right level yet. From personas & pain points to channels & content, you will learn the key steps, tools and tips to save your and team’s career by becoming a more data- and ROI-based marketing growth engine. CMOs and their teams can then face the ultimate battle with the CEO of proving their value, strategy, campaigns and measuring their efforts ROI at best. Transforming from a traditional branding & marcom to a Revenue Marketing Center of Excellence is a must to WOW your internal & external stakeholder. Focusing on the 20-80 in terms of campaigns and operation is vital to make it beyond 2020. We will shortlist the main phases, KPIs and tactics to increase acquisition, retention, engagement, revenue or referral, to ensure that your ingredients will become a recipe for success. Key issues for the marketing teams usually reside in (1)the lack of commercial focus strategy-wise, (2) unreliable data, (3) wrong KPIs focus, but also (4) mis-use of tools, (5) lack of human analysis skills/process and (6) mismanaged expectations with sales and board Speaker Biography: Bringing over 25 years of experience as a B2B marketer, Philippe coaches CMOs and helps sales & marketing teams transform faster into ROI-driven revenue marketing centres of excellence. Leveraging his multi-sector consultant/interim manager skills and operational expertise developed at firms like Accenture, EY, MasterCard and Iron Mountain, he combines his strategic demand generation vision and quick wins on campaigns & channels with a pragmatic, people- and data-focused approach to help teams achieve their commercial objectives faster. www.ruttens.com

1. LOREM IPSUM DOLOR SIT AMET
Place, date
Transforming teams to
a Revenue Marketing
Centre of Excellence:
5 phases, 20+ key
actions & tips
BrightTalk S&M Summit - June 19, 2019

2. “It’s not creative unless
it sells.” -David Ogilvy
• 26 years in B2B… and not yet bored
• Paleo, Crossfit, Biohacking, Foodie
• UK, AUS, BE, ES
• From marcom to digital to demand gen
• SOON online course: ruttens.com/learn
#ruttens #B2B #revenuemarketing
100%

3. HEADER 1
HEADER 2
HEADER 3
PHASES and ACTIONS to boost your (team’s) career
PRACTICAL insights & sources on “Revenue Marketing”
5 important questions... and answers
HIGH-LEVEL summary of guidelines to accelerate your change
Please ASK MANY questions.. Let’s have an interactive session!
WHAT I WILL COVER

4. Q1 - What is your biggest
marketing pain this quarter?
1. Lack of COMMERCIAL FOCUS strategy-wise (goals,
campaigns, content)
2. Marketing OPERATIONS EFFICIENCY– Planning, Delivering
3. Too little or unreliable DATA or INSIGHTS (dashboard)
4. No clear ROADMAP on generating demand & revenue
5. Lack of ANALYSIS (or other) TALENT
#votenow

5. B2B MARKETING
USED TO BE
SIMPLER.
2019: We live in a Post-Big Data, post-
Digital, customer-driven world
2020: Marketing teams without customer-
centric Revenue and ROMI focus are “dead
in the water”
Personas. Pain points. Human. CX. Content.
Inbound. Channels. Campaigns.
Personalisation at scale. ROI…. AI

6. CMOS & TEAMS SUFFER
FROM AT 2-3 OF THESE
CORE ISSUES
1. Feeding the pipeline (lead gen)
2. Lack of commercial & sales integration
3. Too low brand trust/engagement
4. Insufficient talent or resources
5. Lack of digital channels optimisation
6. Poor or unknown ROI
-> Mismanaged expectations with your board
#painpoints6

7. DO YOU WANT TO
BE THE HERO OR
ZERO ($) ?
• Stuck in TOFU ?
• Staying away from the CRM?
• FROM
• Overhead, “brochures” function
• 4Ps (only)
• Lack of data/insights
• eMail clicks, pageviews, downloads
• TO…
• Leads quality and funnel stages
• #MarTech paired with revenue reporting (towards
attribution modelling)
• MOFU -> Nurturing
• Budget ROI -> Pipeline

8. CUSTOMER-CENTRIC
= REVENUE. ALWAYS.
McKinsey found that, on average, brands that
improve CX: Increase revenue 10-15% and
Lower costs 15-20%
94% of customers with low-effort interactions
intend to repurchase compared with 4% of
high effort (Gartner CES).

9. of B2B marketers are
familiar with Revenue
Marketing
… but only 1-5% of generated leads actually turn
into revenue. So why?
Almost 70% of CEOs now expect
CMOs to lead revenue growth,
and 7 out of 10 CEOs believe their
company wastes money on
Marketing initiatives
CMO Council & Deloitte
76%
https://demandspring.com/blog/2019-revenue-
marketing-b2b-benchmark-report/
“Content builds
relationships.
Relationships are built
on trust. Trust drives
revenue.”
Andrew Davis,
marketing speaker &
bestselling author

10. HOW CAN YOU BEST GENERATE
REVENUE?

11. BUT WHAT IS REVENUE
MARKETING EXACTLY?
1. Attribution to Revenue (click & keyword -> $)
2. Full alignment with Sales
3. Repeatable, predictable & scalable
Increases sales-ready leads at the top of the funnel, then
accelerates opportunities through the sales pipeline. In this
stage, revenue generated and attributed to marketing is now
repeatable, predictable, and scalable, allowing marketing to
both report on and forecast revenue.
Pedowitz Group
Development of repeatable prospecting programs that drive customer acquisition
and measurable sales. The key to revenue marketing is a predictable return on
investment: if you know the impact of marketing investment then it’s possible to
link marketing plans to specific revenue objectives.
https://scienceofrevenue.com/2012/10/17/revenue-marketing-the-future-of-b2b/
https://www.pedowitzgroup.com/rm6-strategy-and-content-part-1/

12. Q2: How far do you estimate
to be on the journey towards
Revenue Marketing?
0% We haven't really started yet... don't know how or too busy reacting
25% We built the foundations (up to Lead Gen)
50% We are partnering with Sales on our funnel speed and conversion
60-70% Our marketing automation is fully integrated with CRM & Analytics
80-90% Our team can attribute the impact of each channel, click,
campaign, content to a revenue amount
#votenow

13. WHERE DO YOU
STAND ON THE
JOURNEY?
https://www.pedowitzgroup.com/revenue-marketing-journey/https://go.snapapp.com/rmi-2019-report

14. WHAT ARE “IDEAL” KPIs?...IT DEPENDS
• Email & other channels engagement
• Lead volume
• Lead stage conversions (MQL, SQL, Opp)
• Opportunities created
• Customers closed
• Marketing ROI (revenue generated vs costs)
• ROAS
• Sales by web source or channel
• Opportunities by keyword
https://www.webstrategiesinc.com/blog/what-is-a-good-marketing-roi
• Marketing-influenced customer percentage (impact a campaign
on your sales team’s productivity and revenue velocity)
• Return on marketing investment (ROMI)
• Marketing-originated customers (number per campaign)
• Time to revenue (velocity, sales enablement)
• Customer acquisition cost (CAC)
• Ratio of lifetime value to customer acquisition cost (LTV/CAC)
#Efficiency #Effectiveness
#Accountability #Credibility
https://marketinginsidergroup.com/content-marketing/your-top-content-marketing-kpis-to-monitor-in-2019/

15. Q3: Which main performance
measure/KPI do you report to
your CEO or CMO?
1. Brand visibility (traffic, clicks, awareness etc)
2. Customer satisfaction, experience, engagement
3. Campaigns & Channels performance (CTR, CPC, conversion)
4. Cost Per Lead, CAC, CLTV, Revenue per Lead
5. Payroll and campaigns budget ROI (profit, revenue etc)
#votenow

16. TIME TO MOVE &
BECOME A ROCK-
STAR MARKETER !
TIPS
• Find your friend: CEO, VP Sales, CFO…or a coach/consultant
• Watch your enemies: “Dinosaur” Sales reps, 20th century marketers
• Take calculated risks by staying agile: Test & Optimise
SHOW ME THE MONEY AND BE A BOARD (NOT BORED) STAR!

17. GET INSIDE THE MIND
OF YOUR CEO… AND
CUSTOMERS
68% of C-level expect you to be a
growth driver
Help, not sell.
Ask, Listen, Analyse & Learn
Prove your relevance, goals, ROI,
impact !
#bestCEOfriend

18. Audit, Zoom
on 20-80,
personas
first and
develop a
roadmap
1
FOCUS
Build solid
foundations,
roadmap,
coach and
score quick
wins
Engage your
stakeholders.
Increase trust
Accelerate
your funnel
along with
Sales
Optimise
resources
from insights
& ROI. Bring a
Performance
culture
2
(re)BUILD
3
WOW
4
GROW
5
BOOST
YOU NEED TO GO THROUGH
5 MAIN PHASES
6-18
months
process

19. FOCUS
1. Measure your AS-IS performance & KPIs
2. Perform a quick self-assessment (templates
available)
3. Zoom on your 20-80 (channels & campaigns)
4. Assess maturity of personas, pain points, buyer
journey through data & information
5. Plan a dedicated marketing operations function
working with MarTech
https://insight.9lenses.com/vs/

20. (re-)BUILD
“Demand generators pair
their streamlined automation
with revenue reporting --
that’s #RevenueMarketing”
1. Develop 18 months roadmap combining 7 key streams:
• Infrastructure (MAP synced CRM)
• Buyer Journey
• Content/Value Prop
• Channels mix
• Campaigns plan
• Talent
• Data & Dashboard
2. Align key stakeholders with vision & goals
3. Build technology and process foundation (L2R)
4. Coach your team and Sales
5. Develop and score quick wins

21. WOW
1. Align fully Sales and Marketing – shared
commitment to goals, strategies, and KPIs
2. Build engagement and trust through a
human, engaging and educative content
3. Inbound marketing – aligned to personas,
personalized and multichannel
4. Measure & increase satisfaction and trust
(surveys, frictionless, make-it-simple)

22. GROW
1. Accelerate your funnel along with Sales
(communications, training, shared KPIs)
2. Optimise lead management processes –
clearly defined stages, handoffs and SLAs
3. Focus on 5 core measures:
• Conversion rates MQL-SAL-SQL-CW
• Funnel leaks
• “Days between stages”
• Disqualification reasons
• CPL and RPL (and Opps)
Sirius Decisions Demand Waterfall
http://b2bmarketingdirections.blogspot.com/2013/08/an-inconvenient-truth-
about-b2b-demand.html

23. BOOST
1. Optimise resources, your organisation and
operations further using at least 3 months of
data, insights & ROI
2. Bring a Performance culture through change
management and training
3. Go to the next level of (predictive) analytics
that enable full, semi-automated data-driven
decision-making
4. Keep challenging, testing, optimising on a
weekly and monthly basis

24. Q4: How do you envisage to fill the
current lack of Revenue Marketing
maturity and team gaps?
1 Hire new talent (interim or employee)
2 Bring on tools & technology
3 Adapt our operations and processes
4 Gain better insights into our customers (buyer journey)
5 Re-shape our marketing strategy & plan
#votenow

25. HOW ARE YOU
ATTRIBUTING
CONVERSION TO
REVENUE?
https://digitalthought.me/articles/digital-marketing/marketing-attribution-models.html
https://agencyanalytics.com/blog/marketing-attribution-models
https://martechseries.com/mts-insights/staff-writers/everything-
you-wanted-to-know-about-marketing-attribution/
https://www.emarketer.com/content/advancing-marketing-attribution

26. WHAT IS A “GOOD”
MARKETING ROI?
Your budget ain’t gonna go up anymore…unless
you contribute to the pipeline more each year
https://www.webstrategiesinc.com/blog/what-is-a-good-marketing-roi
https://www.bizible.com/blog/optimizing-channel-mix-
for-revenue-roi

27. Q5: What do you think
Marketing and your team will
look like in 2025?
1 Mainly automated, 2x smaller team, and part of IT
2 Fully integrated with Sales, even replacing sales reps
3 A brand new department called: Customers & Revenue
4 Branding & Creativity will make a come-back
5 No real change, same as in 2019…
#votenow

28. IN SUMMARY….5 KEY
FOCUS AREAS

29. OTHER USEFUL SOURCES.
• Nine Fresh Marketing Ideas to Boost Your B2B Revenue
• REVOps
• Inside the mind of your CEO: How to form a successful partnership
• The Revenue Architect
• LeadMD Revenue Acceleration Framework
• Marketing budget benchmarks (WebStrategies)
• The Ultimate List of Marketing Statistics for 2019
• https://www.ventureharbour.com/20-insightful-lead-nurturing-statistics-charts/
• https://vwo.com/blog/align-sales-and-marketing-growth-in-revenue/
• https://www.marketingcharts.com/business-of-marketing-80256
• https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964
• https://blog.marketo.com/2012/07/the-lead-to-revenue-performance-framework-explained-
infographic.html
• Content promotion tools

30. LOREM IPSUM DOLOR SIT AMET
Place, date
PHILIPPE RUTTENS IS A B2B / DIGITAL MARKETING & SALES
TRANSFORMATION CONSULTANT, MANAGER AND COACH
PHILIPPE RUTTENS IS A B2B / DIGITAL
MARKETING & SALES
TRANSFORMATION CONSULTANT,
MANAGER, COACH AND SPEAKER
www.ruttens.com
phil@ruttens.com
+32 (0)478 916 192
@ruttens
GET NEWS ABOUT MY NEW ONLINE
COURSE ON RUTTENS.COM/LEARN