The document summarizes a presentation about the evolution of marketing from demand generation to revenue performance management (RPM). It discusses how the customer buying process has changed and how RPM takes a holistic view of managing customer interactions through the entire purchase funnel. The four pillars of RPM are outlined as managing the integrated funnel, analysis to drive action, improvement using benchmarks, and identifying new revenue opportunities. Benefits discussed include increased conversion rates and pipeline visibility.
Find out how Top Performing sales teams are maximizing success in 2013. Based on the experiences of 300+ organizations.
http://www.gleanster.com/reports/reports/top-performing-tactics-for-overcoming-a-stagnating-sales-pipeline
Everything Is Marketing, Everyone Must Be AgileScott Brinker
Keynote for Valtech's Agile Day 2012. Discusses the evolution of marketing into the broader mission of customer experience and how "agile marketing" principles and practices can help organizations succeed in this new era.
Marketing and CRM are shifting from classic campaign management to an engagement-focused initiative, making it a multi-touchpoint and cross-functional challenge. Learn how to become super-efficient and generate engagement uplifts north of 100% with Nexus' Managing Director Nils Weber.
Find out how Top Performing sales teams are maximizing success in 2013. Based on the experiences of 300+ organizations.
http://www.gleanster.com/reports/reports/top-performing-tactics-for-overcoming-a-stagnating-sales-pipeline
Everything Is Marketing, Everyone Must Be AgileScott Brinker
Keynote for Valtech's Agile Day 2012. Discusses the evolution of marketing into the broader mission of customer experience and how "agile marketing" principles and practices can help organizations succeed in this new era.
Marketing and CRM are shifting from classic campaign management to an engagement-focused initiative, making it a multi-touchpoint and cross-functional challenge. Learn how to become super-efficient and generate engagement uplifts north of 100% with Nexus' Managing Director Nils Weber.
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Intelligent Sales Execution with SAP Sales Cloud for Smarter and Faster SalesAshish Saxena
In today's ultra-competitive business environment, the most significant factor in companies' long-term growth and success remains is the ability to create, implement, and execute successful sales strategies. But top sales strategies require articulate planning and timely insights into your sales operations. According to research, a startling number of today's businesses are operating with poorly defined strategies to increase sales. And the reason is the lack of an Intelligent Technology-enabled sales platform.
SAP came up with Intelligent sales execution. Where they have three modules in SAP Sales Cloud – Pipeline manager, Forecast tracker, and Pipeline flow.
IPA Creative Pioneers Conference - 2nd May 2012Code Worldwide
A "provocateur" pitch given to Adland at their annual conference. Great that they're talking about Creative Tech, but still a long way to go to realise it's potential. And hurry, or others will get there first...
Considering CRM’s vital importance in the world of business, Insights Success has curated the list of “The 10 Most Disruptive CRM Solution Providers 2018” which have added value to the solutions of various organizations and helped them to offer best possible services to their customers.
What is social media and why is it important for marketing and advertising?
In this presentation, I will explain to a class at West Chester University why social media is an important tool in the arsenal for marketers to reach customers.
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Intelligent Sales Execution with SAP Sales Cloud for Smarter and Faster SalesAshish Saxena
In today's ultra-competitive business environment, the most significant factor in companies' long-term growth and success remains is the ability to create, implement, and execute successful sales strategies. But top sales strategies require articulate planning and timely insights into your sales operations. According to research, a startling number of today's businesses are operating with poorly defined strategies to increase sales. And the reason is the lack of an Intelligent Technology-enabled sales platform.
SAP came up with Intelligent sales execution. Where they have three modules in SAP Sales Cloud – Pipeline manager, Forecast tracker, and Pipeline flow.
IPA Creative Pioneers Conference - 2nd May 2012Code Worldwide
A "provocateur" pitch given to Adland at their annual conference. Great that they're talking about Creative Tech, but still a long way to go to realise it's potential. And hurry, or others will get there first...
Considering CRM’s vital importance in the world of business, Insights Success has curated the list of “The 10 Most Disruptive CRM Solution Providers 2018” which have added value to the solutions of various organizations and helped them to offer best possible services to their customers.
What is social media and why is it important for marketing and advertising?
In this presentation, I will explain to a class at West Chester University why social media is an important tool in the arsenal for marketers to reach customers.
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Content-Driven Commerce and its Impact on Digital TransformationPerficient, Inc.
Digital transformation requires evolution across all areas of the business in order to effectively engage customers at every touch point in the customer experience life cycle. Creating a great customer experience means focusing on all aspects of that experience from first touch through purchase and beyond.
eCommerce platforms continue to evolve and adapt as customers demand a more personalized buying experience. Join us as we highlight how the evolution of commerce solutions helps your digital transformation as you bridge the gap between digital marketing and the commerce experience.
In our webinar, our experts covered:
-The opportunities and benefits of blending content and commerce to optimize the customer experience
-How eCommerce platforms are evolving to enhance customer experience
-How to position your company to provide a compelling and integrated marketing and transactional customer experience
The Most Promising TPx Solutions Providers, 2022.pdfInsightsSuccess4
This edition features a handful of TPx Solutions leaders across several sectors that are at the forefront of leading us into a digital future
Read More: https://insightssuccess.com/the-most-promising-tpx-solutions-providers-2022-september2022/
10 Steps to Launch a Content Marketing Strategy from ScratchArdath Albee
Ardath Albee presents the keynote: 10 Steps to Launch a Content Marketing Strategy from Scratch at the B2B Content 2 Conversion conference in NYC, hosted by DemandGen Report
Remind me again what those quarterly targets are really after… oh yeah, REVENUE! It’s inevitable, at some point the success of Marketing and Sales is measured by one metric, revenue growth. But surprisingly few organizations take the time to really explore the factors that truly influence growth in revenue.
You’ve probably heard of dozens and dozens of different marketing metrics that are “essential” to marketing and sales. Seems overwhelming - well, not exactly.
In fact, research over the last decade has actually identified a tiny handful of metrics that EVERY organization should be measuring to optimize the lead lifecycle (from lead to prospect to customer). How do we know? Well, Top Performing organizations that consistently achieve as high as 6x industry standard revenue growth are sharing their secrets.
Accelerate your sales with a simple and integrated CRM solution. View full presentation here: http://www.hubspot.com/webinars/Inbound-Marketing-with-Sugar-CRM/
How One Company Slashed Their Cost per Lead by More than Half B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS and author of the bestseller, Lead Generation for the Complex Sale, and Brandon Stamschror, Senior Director of Operations, MECLABS Leads Group, will discuss how to leverage teleprospecting to drive the highest return on marketing investment and decrease investment in sales resources – all while significantly increasing sales productivity.
Similar to The Evolution from Demand Generation to Revenue Performance Management (20)
How Marketers Are Transforming Mounting Pressure, Challenges into Revenues B2B Lead Roundtable
Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of MECLABS and Pamela Markey, MECLABS Director of Marketing & Brand Strategy will continue the conversation they began in part 1 as they reveal what has helped MECLABS, their clients and businesses that have submitted their experiences to MarketingSherpa and MarketingExperiments, the primary research organizations of MECLABS.
Finish 2011 Strong: Six Funnel Focal Points to Maximize Time, Resources and R...B2B Lead Roundtable
Brian Carroll, Executive Director of Applied Research for MECLABS will begin this two-part webinar series looking at where you need to direct your time and resources to fill the top of your funnel with the qualified leads that result in more revenue by the end of the year.
Research from Harvard, MIT, Pinpoints Hard Lead Conversion Lessons With Easy ...B2B Lead Roundtable
David Elkington, Chairman and CEO of Insidesales.com, will reveal how B2B organizations are failing to take advantage of the Internet and list-based leads and how that presents impressive opportunities to launch your business beyond the competition.
How Volvo Construction Improved Leads, Increased Sales by Bridging the Market...B2B Lead Roundtable
John Johnston, eBusiness Marketing Manager for Volvo Construction Equipment North America, needed sales to move fast on the leads he passed along and report back. But first, he had to bridge daunting technological and communication gaps.
Learn how John achieved a 40 percent increase in dealer sales reporting - even with limited budget and resources.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
During this complimentary webinar, Brian Carroll welcomes special guest Jill Konrath, author of SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers (May 2010). Jill will show you how to connect with those super-busy decision makers to increase your success rate and keep you out of the dreaded "D-Zone."
Brian Carroll invites Todd Lebo and Jen Doyle of MarketingSherpa to show how to effectively deploy a search and social media campaign to generate leads.
The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads - within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?
13. What is marketing automation?
Right Time
Right Message
Segment by
Buying vs.
Profile AND
Sales Process
Activity
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14. What is Marketing Automation?
Right Time
Right Message
Segment by
Buying vs.
Profile AND
Sales Process
Activity
200+ Activities
Per Deal
14
#b2bleadgen
18. Our years of experience
with hundreds of leading
companies has generated
a big idea
18
#b2bleadgen
19. Revenue Performance Management (RPM)
Definition:
A strategy for managing a company’s
interactions with buyers through the entire
purchase process that enables dramatically
more predictable, rapid and profitable
revenue growth.
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22. The Four Pillars of RPM
Managing Analysis
integrated that drives
funnel action 22
#b2bleadgen
23. The Four Pillars of RPM
Managing Analysis Improvement
integrated that drives using
funnel action benchmarks 23
#b2bleadgen
24. The Four Pillars of RPM
Managing Analysis Improvement Identifying
integrated that drives using new revenue
funnel action benchmarks opportunities 24
#b2bleadgen
30. RPM Customer Journey
Automate Automate
Sales Campaign
Pipeline Management
One View of the Truth
Benchmark and Optimize
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#b2bleadgen
31. The benefits are real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
31
#b2bleadgen
32. The benefits are real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
What does my total Lead flow up 82% over
pipeline look like? past years and revenues
And do we all agree? are up 34%.
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#b2bleadgen
33. The Benefits are Real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
What does my total Lead flow up 82% over
pipeline look like? past years and revenues
And do we all agree? are up 34%.
1% = $1 million spend,
For Eloqua, what is and by focusing on
the economic value improving conversion we
of conversion rate? will save over $3 million
in future expense
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#b2bleadgen
39. new level of accountability
senior leadership alignment
the marketing organization
of the future
a culture of
measurement and iteration
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49. what we’ve learned so far
The customer buying process has changed
A disciplined approach to managing the buyer experience through the
entire purchase process can ensure sustainable success
The current state of the global marketplace has accelerated and
deepened Marketing accountability
Senior leadership must have the courage to form the organization of
the future and develop a culture of testing and learning that drives
innovation and creative brilliance
It takes business change, best‐in‐class processes, integrated systems,
RPM and automation to enable iterative Marketing success
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52. focus on
nurturing
your success will
drive the rest of
your efforts
educate, guide
and delight
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53. Hope Frank
CMO
Marko Muellner
Director Marketing
in‐house team is agile,
connected to
customers, the brand
PROGRAMS
Editorial Directors
+ EVENTS
Copywriters
Sr. Optimization Analysts
and our products
Marketing Managers
Design Directors
Designers
all members are
iterative and
ACCOUNTS +
LEAD QUAL
Outbound Reps
optimization analysts
TARGET
Sr. Lead Qual Reps
Technology Directors
Lead Qual Reps
enable entire team
Front‐End Developers
Tech Production
53
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54. agile marketing
19 million thought leadership impressions
significant spikes in engagement and new leads
used Webtrends Social Measurement and Webtrends Apps
54
#b2bleadgen
55. focus on quality not quantity
be a trusted advisor
every time and all of the time
be agile. always testing and learning
have fun
55
#b2bleadgen
57. Thank you
Please be sure to fill out the survey
Join the B2B Lead Generation Roundtable here:
StartWithaLead.com/LinkedIn
MECLABS.com ∙ MarketingExperiments.com
MarketingSherpa.com ∙ StartWithaLead.com
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