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Digital Revenue Engine: Campaigns + Content = Revenue
The document discusses strategies for creating an integrated revenue generation strategy using digital marketing. It recommends developing a revenue roadmap with clear goals and metrics. It emphasizes generating top-of-funnel leads through content marketing and paid media. It stresses optimizing conversion rates through personalized messaging and testing. It also recommends using marketing automation to accelerate prospects through the sales funnel. Finally, it emphasizes retaining customers through exceptional customer experiences across all channels.
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Similar to Digital Revenue Engine: Campaigns + Content = Revenue
Digital Revenue Engine: Campaigns + Content = Revenue
- 1. Turn your digital marketing programsinto a Revenue Engine
- 2. Buyer is informedBuyer Journey is dynamic and cross channel Buyer has little attention The buyer has changed
- 3. Unprecedented change inbuying Source: Marketo
- 4. Marketing has moreinfluence on the buying journey Marketing has control over the buying funnel Marketing has more influence than it ever did
- 5. To engage thenew buyer, marketing needs to focus on revenue and marketing performance needs to be tied to revenue Revenue has become the most important metric Source: altryx report on metrics
- 6. 5 Marketers cannot co- ordinateacross channels Unable to measure 82% of enterprise marketers have no synchronized view of customer data. Source: Forrester Technology is not integrated and doesn’t enable marketers 85% CMOs say their efforts at implementing an Omni-channel customer strategy are thwarted by a lack of access to data and/or inadequate tools. Source: Mckinsey Marketers are unable to drive great customer experiences Marketers struggle to engage customers and drive great experiences Customer Experience is poor 94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research
- 7. 6 Lack of insights,integrated marketing and a bad customer experience has a specific impact on revenue
- 8. A revenue roadmap Measurement driven approach Integrateddigital technology Exceptional customer experience Organizations need a variety of strategies and tactics to drive revenue An Integrated Revenue Gen strategy Revenue Generation
- 9. 8 eDynamic, Monday, June8, 2015 An integrated Revenue Gen strategy A revenue roadmap Demand Gen Strategy & Roadmap
- 10. Revenue strategy • RevenueRoadmap • Top funnel lead gen • Conversion and optimization • Funnel acceleration • Customer retention and loyalty Revenue Strategy
- 11. 10 eDynamic, Monday, June8, 2015 DefineYourRevenue Strategyinto achievablesteps Withclearownership &accountability Revenue Strategy Development DefineYour RevenueMarketingFunnel Source: Marketo
- 12. 11 eDynamic, Monday, June8, 2015 STRATEGY Drive traffic Top funnel initiatives like SEO, etc. Lead Generation STRATEGY Generate leads and opportunities Operations – cross channel campaigns Measures – number of customers/engagement Technology – CMS , marketing automation, analytics, CRM with no integrations Results – high investment, inadequate results Demand Generation STRATEGY Increase leads volume and funnel velocity Operations – campaigns optimized across customer journey Measures – cost/lead, cost/customer Technology – integrated ecosystem Results – improved measurement leads to optimized campaigns Optimization 1 2 3 4 STRATEGY Increase leads volume and funnel velocity Operations – demand center Measures – revenue Technology – integrated ecosystem Results – increase in revenue Revenue Engine Operations – limited resources Measures – leads, website traffic Technology – CMS without integrations Results – leads but not enough customers- Revenue Roadmap
- 13.
- 14. Persona Based ContentMarketing Website Conversion Paid, Earned and Owned Media Advertising – Re-targeting Top Funnel Strategies
- 15.
- 16.
- 17. Personalized Communications Right Message RightTime Right Channel Right Device Website Optimization Marketing Channel Optimization Content Marketing Conversion and Optimization
- 18. 17 eDynamic, Monday, June8, 2015 • 82%ofprospectssaycontenttargetedtotheir specificindustryismorevaluable • 67%saycontenttargetedtotheirjobfunctionis morevaluable *MarketingSherpa2012 ContextualEngagementdrivesConversion
- 19. 18 eDynamic, Monday, June8, 2015 Your Website with a Conversion Engine. Content + Strategy + Testing = Leads = Revenue
- 20. 19 eDynamic, Monday, June8, 2015 Calltoactioniskeyto drivingconversion •Merchandiseyour product •CreateScent •Simpleandpersuasive content •ObviousandEngagingcall toaction •Relevance,valueand whathappensnext Call to action tips the prospects
- 21.
- 22. 50% of leads are notready to buy
- 23. 22 eDynamic, Monday, June8, 2015 Funnel Acceleration Utilize marketing automation and content marketing to improve quality leads and accelerate through the funnel
- 24. 23 eDynamic, Monday, June8, 2015 45% COMPANIES USING MARKETING AUTOMATION SOURCE 45% MORE PIPELINE THAN THOSE WHO DON’T USE MARKETING AUTOMATION Marketo
- 25. 24 eDynamic, Monday, June8, 2015 70% Companies that invest in marketing automation solutions see 70% faster sales cycle times and 54% improvement in quota achievement. Bulldog Solutions
- 26. 25 eDynamic, Monday, June8, 2015 25 Customer Retention and Loyalty
- 27. Customer Retention andLoyalty Onboard customers Promote Usage & Adoption Continue to Educate & Train Target for cross sell and upsell
- 28. 27 eDynamic, Monday, June8, 2015 Drives Revenue
- 29. 28 eDynamic, Monday, June8, 2015 Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms Target the buying lifecycle
- 30. 29 eDynamic, Monday, June8, 2015 Focus on copy Adopt a problem-solution approach to copy Speak directly to the reader Concentrate on decision points Re-think Lead Gen forms/CTAs Un-gate some copy as a preview Add visual cues Focus the reader on your goals Best-in-Class Content : Usethewebsitetoconverttheunknowntotheknown
- 31. 30 eDynamic, Monday, June8, 2015 Best-in-Class Content : DevelopThoughtLeadership Target content for specific audiences Repurpose existing material Add graphic elements Use tools and calendars to streamline production Promote on multiple channels (COPE) Focus on distribution Understand this is an iterative process; you get what you put in
- 32. 31 eDynamic, Monday, June8, 2015 Best-in-Class Content : Focusthereaderonyourgoals
- 33. 32 eDynamic, Monday, June8, 2015 Best-in-Class Content : COPE (Create once, publish everywhere)
- 34. 33 eDynamic, Monday, June8, 2015 Exceptional customer experience Organizations need a variety of strategies and tactics to drive revenue Exceptional Customer Experience
- 35. 34 eDynamic, Monday, June8, 2015 34 Source: Watermark Consulting • 2X customer retention - Aberdeen Group • 89% retention for companies with strongest omni- channel strategies -Aberdeen Group • By 2020 customer experience > price & product - Customers 2020 Report WhyCustomer Experience Matters toRevenue Generation
- 36. 35 eDynamic, Monday, June8, 2015 94% of customers have discontinued communication with a company because of irrelevant messages. Blue Research
- 37. 36 eDynamic, Monday, June8, 2015 Understand your customer
- 38. 37 eDynamic, Monday, June8, 2015 CUSTOMER JOURNEY MAP
- 39. Relevant, personalized communicationacross all channels drives revenue Cross channel, multi device Personalized to a customer journey 87% OF TOP-PERFORMING MARKETERS SAY TARGETING CAMPAIGNS TO AUDIENCE SEGMENTS IS THE LARGEST VALUE DRIVER, WITH 78% LISTING SEGMENTATION AS THE #1 MARKETING-AUTOMATION CAPABILITY THEY CAN’T LIVE WITHOUT. Gleanster
- 40. 39 eDynamic, Monday, June8, 2015 Multi-channel 1:1 Journey SVP Marketing in an Insurance company looking for a new CMS platform Finds landing page with white paper by ‘So Easy’ CMS Posts on Twitter Receives email on why ‘So Easy’ CMS is so easy to use Speaks to Sales and starts having presentations and meetings Registers for downloading Downloads white paper on how to select a new CMS Reads white paper on mobile device via cloud After becoming customer becomes an advocate Sees display ad with So Easy CMS customer Testimonial Becomes known Love the “So Easy” CMS!
- 41. 40 eDynamic, Monday, June8, 2015 Insights driven by a single view of the customer Insights driven by a single view of the customer
- 42. 41 eDynamic, Monday, June8, 2015 77% Marketers indicated improvement in revenue by gathering customer intelligence. Forrester Customer Intelligence Survey
- 43. 42 eDynamic, Monday, June8, 2015 42 A single view of the customer is essential for marketers to deliver 1:1 marketing – to deliver the right message to the right person at the right time, and now, on right channel. 90% Customers say SVC is essential to cross- channel success Source: Signal Report
- 44. 43 eDynamic, Monday, June8, 2015 Useanalytics toperformfinancially better andexecutedecisions faster Research: http://www.bain.com/publications/articles/big_data_the_organizational_challenge.aspx
- 45. • Closing theloop - getting ROI reporting • Reporting across the entire funnel • Understanding how marketing influences pipeline and closed deals • Lack of integration • Lack of a clear path on which reports demonstrate "success". This may be due to lack of focus on defining metrics Challenges to calculating marketing ROI
- 46. 1. Define theinsights needed 2. Establish metrics to measure ROI 3. Map the data Sources 4. Understand your customer journey and Revenue Attribution Model 5. Understand the cost metrics 6. Establish reporting & insights 6 Steps to Marketing ROI
- 47. Integratedata,providesingleviewofcustomerandcustomizereportingto trackrevenueattributedtorightchannelandimprovecustomerexperience DEFINE INSIGHTS NEEDED: Whatinformation do you need to know to answer the question? Which campaigns drove the most qualified leads? Which campaigns delivered the highest return? Which campaign type drives the most engagement? DEFINE METRICS: Which metrics or data points help you required insight? Tool MQLs by campaign Total SALs by campaign Cost per lead by channel Total revenue by campaign type ROI by campaign Website visits by campaign Form conversion by campaign Click-to-open rate by campaign Customer MAP DATA SOURCES Where can the metrics and data points be found? Check if External CRM Marketing Automation CRM Marketing Automation Agency and vendor Internal financial systems Marketing Automation Marketing Automation Web Analytics
- 48. Define that Metricsthat really matter
- 49. Gather the datasources tocalculate your defined metrics
- 50. 49 eDynamic, Monday, June8, 2015 DefineaCommon DefinitionofaLead Key measures and alignment
- 51. 1. Last Interactionattribution model, the last touchpoint would receive 100% of credit for the sale. 2. First Interaction attribution model, the first touchpoint would receive 100% of credit for the sale. 3. Linear attribution model, each touchpoint in the conversion path would share equal credit (25% each) for the sale. 4. Time Decay attribution model, the touchpoints closest in time to the sale get most of the credit. Attributionmodelistherule,orsetofrules,thatdetermineshowcredit forconversionsisassignedto achannel duringcustomerjourney
- 52. 51 eDynamic, Monday, June8, 2015 Integrated digital technology Technology drives revenue
- 53. 52 eDynamic, Monday, June8, 2015 Technologiesimpactonrevenue The Revenue Engine Elements Key Marketing Revenue Engine Components include a holistic integration of the following; How PreparedAre You ?
- 54. 53 eDynamic, Monday, June8, 2015 Customer Experience Platform Orchestrate individual experiences across every channel CMS Marketing Automation Analytics Actionable Customer Profile Insight Optimize Identify ideal customer attributes, behaviors and preferences Analyze performance and tie back to revenue goals Optimize cross channel experiences with data and insight CRM
- 55. Unifying three technologyplatforms delivers an customer experience based on a common context The Trifecta for Richer Engagement
- 56. 55 eDynamic, Monday, June8, 2015 Align revenue strategy with technology
- 57. The demand funnelneeds to be supported by technology at each stage
- 58. 57 eDynamic, Monday, June8, 2015 A revenue roadmap Measurement driven approach Integrated digital technology Exceptional customer experience Focus on creating an integrated marketing strategy that drives your revenue engine An integrated Revenue Gen strategy Conclusion: Integrated strategy leads to a revenue engine
Editor's Notes
- #3 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #4 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #5 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #6 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #9 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #10 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #11 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #13 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #15 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #16 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #18 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #20 Let’s you know what your site can do (and tell you how much money you are leaving on the table) – Your site may be working ok – how do you know? The only place you can measurably change your revenue/move the demand curve in a concrete way, using the assets you already have.
- #24 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #28 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #30 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #31 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #32 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #33 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #34 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #35 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #36 And customer experience matters: leaders in delivering customer experience show consistently better performance than those that don’t. This makes intuitive sense: treat customers well, and they’ll stay your customers. Here are some facts: Look at the stock performance of Forrester’s Customer Experience Index leaders versus Laggards – which bucket do you want to be in? [CLICK]
- #40 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #41 Step 2: change into an actual visual of a paper to download: Done Step 4: Show an image of a person. You can download from shutterstock.com where we have access: Done. Took it from Google Step 8: change banner to an image with So Easy and a customer smiling: Done Step 9: show a post on Twitter that ‘he likes how easy So Easy CMS is’: Done
- #42 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #53 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #55 Edits: Add CRM next to Analytics We provide our clients the ability to orchestrate experiences across every touch-point. In a coordinated manner. We integrate your technology so that you can consistently and relevantly delivery experiences. We create a central profile of the customer that captures data from every touchpoint – website, mobile, social, email, customer portals and offline data such as events. With this rich profile you can engage with customers like never before. We provide analytics insight through reports and dashboarding to ensure that your marketing capaigns deliver performance Finally we provide you tools to optimize experience.
- #56 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #58 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- #59 The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.