the rise of the revenue marketer
TRANSCRIPT
The Rise of the Revenue Marketer
Debbie Qaqish – Chief Revenue Officer, Pedowitz Group
Andrew Gaffney – Editor,DemandGen
Maria Pergolino – Director of Marketing, Marketo
© 2010 Marketo, Inc. All rights reserved
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What is a Revenue Master?
Founded as a way to highlight the successes of exemplary sales and marketing professionals
Best-in-class sales and marketers, analysts, book authors and thought leaders
Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs
Marketers helping to make marketing a revenue generator and not a cost-center in their organizations
Sales professionals focused on closing deals and product values, not cold calling
© 2010 Marketo, Inc.
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Benefits of a Shared Revenue Cycle
1) Lower customer acquisition costs—More effective marketing programs/efficient sales
2) Reduced wasteful spending—Cut back on cold calling, direct mail, costly lead tactics
3) More predictability in sales forecasts—Lead qualification = repeatable, predictable processes
4) Greater pipeline stability—Sales teams able to avoid the “feast or famine”
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Next Gen – Demand Gen
•Marketing’s role
evolving beyond the
top of the funnel
•Greater need for and
emphasis on lead
nurturing and lead
acceleration
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Debbie Qaqish
Chief Revenue Officer
The Pedowitz Group
July 15th 2010
The Rise of the Revenue Marketer TM
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The Journey The Buyer is in Control Definitions &
Characteristics The Revenue Marketing
Team Meet Some Revenue
Marketers Q & A
Agenda
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“Debbie, what are you going to do about revenue?”
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What can the BMW Revenue Marketer do?
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• Check our financing options page
• Search for a local BMW dealer
Now….my online behavior language changes.
Change in Online Behavior
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Options provided by The BMW Revenue Marketer
Send an automatic email to the prospect with a list of financing options and an invitation to talk to a dealer
Send an alert to the closest dealer with:• Name, phone, email address of prospect
• History of online behavior
• Interested in a white 2010 pre-certified Z4
• Dealer can call immediately or send an email introduction
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Sales Rates Marketing on Lead Generation..and the score is not good!
63% “Needs Improvement”
CSO Insights Study
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Enhancing Lead Gen is #1
CSO Insights Study
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The Rise of the Revenue Marketer
1. Leverages
2. Deploys
3. Builds
4. Contributes
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Focused on rev impact
Run by the numbers
Integrated with sales
Fully leverages technology
A seat at the table
New team and new skills
Characteristics of a Revenue Marketing Practice
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Meet The Revenue Marketing Team!
• VP of Marketing Revenue
• Business Analyst
• Power User/Marketing Technologist
• Revenue Focused Creative
• Revenue Focused Content
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Meet the VP of Marketing Revenue!
Role Description
• Strategic role for Demand
Generation
• “Sounds” like a VP of Sales
• Manages a lead funnel and
is focused on revenue
results
• Envisions effective
campaigns – all elements
• All campaigns are about
pipeline and revenue impact
Skills & Experience
• Communication
• Teamwork
• Execution
• Revenue results focused
including to areas he/she
does not have direct
responsibility
• Sales, sales ops, finance
• Not typically agency, product
or creative
• Often hired
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Meet the Business Analyst!
Role Description
• Metrics are now a part of your life
• What you measure changes over time
• Efficiency Metrics to Revenue Metrics
• Lots of experimentation, numbers do not lie
• Constantly reviewing
Skills & Experience
• Analytical
• Communication
• Experimentation
• Successful prior experience includes in using technology to translate business analytics and suggestions for change. Google analytics, CRM, etc.
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Meet the Marketing Technologist!
Role Description
• Power User
• Sets up and executes campaigns
• Continuously learning how to more effectively leverage the technology to meet the business needs
Skills & Experience
• Application friendly
• HTML
• Web understanding
• Detail oriented/Logic
• Successful prior experience includes CRM, web, HTML, picks up apps quickly
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Meet the Creative & Content Team!
Role Description
• Create the creative/copy for:• Emails• Landing pages• Hypersites• Web
• Content is King• Yours, 3rd Party• Small exchange of
value
Skills & Experience
• Creative
• HTML
• Content for Web 2.0
• Creative focused on creating a response, a next step, a conversion, a multi-step digital relationship.
• Content in snippets and content that invites behavior
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Email Service
Provider
• The Buy Cycle
– Increase in conversions to opportunity by 15%
– Reduction in time to convert by 30 days
– 37% click through rates
• Sally runs the Inside Sales Team
Meet Three Revenue Marketers
• Achieved 100% ROI in 3 months
• Increased number of sales-ready leads by 400%
• Reduced campaign management burden by 80%
• Increased free trials volume and conversion rate by 10-15%
• Increased email open and click-through rates by 10%
• Improved web site content and landing page quality
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Meet Revenue Marketers
Join us on Thursdays at 2 PM EST via Blog Talk Radio:
Listen to real stories from real Revenue Marketers with the Revenue Marketer Blog Talk Radio Series
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What are you going to do about revenue?
So…
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1. Get real
2. Establish revenue goals
3. You don’t know what you don’t know
4. Talk to other Revenue Marketers
5. How do you eat an elephant?
Your Next Steps