the revenue engine webinar
TRANSCRIPT
Your presenter
Abhi Banerjee
SVP Digital Marketing Solutions
• Passionate marketing tech and big data native – strategist and orchestrator
• 19 years of global marketing and biz dev experience
• Helmed digital strategy projects for brands like 3M, XL Catlin, RR Donnelley, Aviva
• Power user of martech platforms including Sitecore, Oracle Marketing Cloud, Salesforce Marketing Cloud, Watson Campaign Automation
• Core marketer in growth of Zycusfrom a startup to a $200+ M, #2 eSourcing software company in the world
• Currently authoring ‘the science in the art’ on data driven marketing
IN TODAY’S SESSION…
It’s all about revenue
Getting started – baby steps & a
roadmap for Tech Firms
The Revenue Engine
Revenue and demand gen – not
a golden handshake
Demand Gen must drive Revenue.
74% of companies that weren't exceeding
revenue goals did not know their visitor, lead,
MQL, or sales opportunities. Hubspot
80% of marketers report their lead generation
efforts are only slightly or somewhat effective.
BrightTalk
80%
92% marketers list qualified leads as their top
goal. But only 15% of organizations are
measuring against this goal. TrueInfluence
B2B Demand Gen Trends Survey 2017
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Be Relevant or Lose CustomersThere is no middle ground.
70% of business buyers says it’s absolutely critical for companies to provide a personalized experience.
74% of business buyers conduct more than half of their
research online before making an offline purchase.
75% of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.
The Reasons CX and thus Demand Gen Fail
No Executive Buy In
Customers expect to be engaged in real time, and on a personal level. This is now the baseline.
No Cross Channel StrategyLack of a demand generation strategy across the customer journey.
No Personalization
B2B buyers, after experiencing efficient digital purchasing with popular retailers, expect the same experience at work. B2B is not immune from CX.
What ails Demand Gen
and...Revenue
Isolated systems.
Lack of Single View of the Customer.
Missing cross channel demand gen and CX strategy.
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No personalization….no relevance.
Limited Executive buy-in.
Customer Journey Emails driving traffic
to Specific landing pages
Promotional emails/offers/ invite for webcasts based on website visit
Send relevant alerts and thought leadership material on different
channels
Engaged with sales team
Unknown visitor
Clicks and
reads content
Sign u
p fo
r Web
cast
Nurture with relevant
information
Top Funnel lead generation
Profile of Visitor based on digital
foot print on the website
Utilize context to target 1:1
Known VisitorMQL
Lead score>threshold, lead is transitioned from marketing to sales team)
Search, Social, Marketing automation (Survey), content marketing
Email and
webcast invite Data to
CRM
Arrives on
websiteRetargeting
Single actionable profile is created for the lead. lead score is updated)
Profile created (lead score is assigned)
Single actionable profile updated (lead score reaches threshold
Single actionable profile updated (lead score updated)
Lead score 30, Data updated in CRM
Lead score 50, data updated in CRM
Lead score 70, Data updated in CRM
Lead score 100, Data updated in CRM
Known visitor
Data to CRM
Source: Harvard Business Review
The better you understand your customer and prospect base, the more you build experiences and services they crave, the lower your Customer Acquisition Cost and Customer Service Cost should be.
Source: Scott Brinker – ChiefMartech.com
One of the single most important imperatives for every marketing operations team is to fight against data fragmentation and find ways to unite the whole marketing stack at the data layer.
Some get it.
1.9 Billion added to pipeline.
In cost savings.1.3M
Marketing operationalized
internationally.
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THE REVENUE ENGINE
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A maturity model
An integrated CX platform
First steps to Single View of the Customer
Customer insights
Cross channel demand gen orchestration
CMS
Inbound Website Optimization for
Increased Leads.
Improved conversion from personalization.
Marketing Automation
Nurture for Higher Quality Leads.
Personalized flows based on web conversions.
CRM
Deliver Real MQLs to Sales.
Centralization of Customer Insight.
Success Metrics.
#SitecoreSYM
Flying Blind Quick Business Wins 1:1 Marketing
Revenue Engine
Maturity Model
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
CMS Updates
Traffic Analytics
Spray and Pray
using MAP
Ad Hoc Social
Landing Pages
CRM
MAP
CMSCore Contact DataCustomer
Engagement/Behavior
Funnel Stage and Lead Score
COLD LEAD
WARM LEAD
HOT LEAD
Read Testimonial
Download Whitepaper
Access Gated Content
Subscribe Newsletter
Quote Calculator
Top of Funnel Nurture
Middle of Funnel
Bottom of Funnel
Watching Brief
Influence
MQL
MAP CMS CRM
Contact Sales
DRIVE LEADS CONVERT LEADS MANAGE LEADS
Connector Connector
Objectives Source new, unknown prospects & convert to known leads that can be nurtured.
Qualify Leads to MQL & accelerate purchase decisions with relevant engagement.
Sales Lead Qualification and Deal Closing, Followed by Customer Onboarding
Strategy and Tactics AdWords/Banner advertisingPersonalized website journeysGated content and web formsSocial media marketingBlogging
Outbound channel marketing Lead ScoringTriggered Outbound CampaignsEvent management (webinars, tradeshows, etc.)
Generate SAL & sales insightCampaign conversionSingle view of customerUpsell and Cross Sell campaignsNPS and CSAT surveysAdvocacy, Loyalty and Retention
Data Anonymous clickstreamSitecore profilingFirst and third party cookiesCMS personalization
Known profile & digital footprintLead score & Qualified ResponseCampaign insightsAccount level data
Purchase HistoryLoyalty ProfileCustomer Satisfaction Survey data
Technology CMS CMS & MAP CMS, MAP & CRM
Middle of Funnel Warm Lead
Top of Funnel Cold Lead
Bottom of Funnel Hot Lead
CMS
CRM
MAP
Top of Funnel
Awareness
Search Ad Comparison Site
Social Campaign Microsite
Home Page
Top of Funnel
Interest
Product Pages
Blogs YouTube
Middle of Funnel
Decision
Gated Content Testimonials
Quote Tool CRM Known Contact
Bottom of Funnel
Decision
Bottom of Funnel
Loyalty
Web Offer Sales Call
Email Offer Bundle Offer
Print Welcome Pack Mobile App
Monthly Email Cross Sell
Purchase Team
Digital Channels
Low Engagement
Unknown
Captured IP Address
Company ID
Lead Score/AMB
Low Engagement
Profiling
Personalization
Known Contact
Lead Score/AMB
Medium Engagement
Marketing Automation
Cross Channel
Customer
Cross Sell
High Engagement
Marketing Automation
Personalization
Customer
Cross Sell
High Engagement
Marketing Automation
Personalization
COLD LEAD WARM LEAD HOT LEAD
WHERE AND HOW – a step at a time
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• The Revenue Audit
• The Revenue Workshop
• Establishing marketing-sales alignment
• Defining quick outcomes/wins
• Move up the maturity model based on a roadmap
MQL
SAL
SQL
Win/Loss/
ND
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
LEAD
A//unknown
prospect
Raw
Lead
Source: SiriusDecisions
Parameter Check
Website visit +1
Website download +1
Email open +1
Email click through +1
Twitter follower +1
LinkedIn Shared group
member
+1
Company revenue, location +2