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770-331-4443 | [email protected]© 2010 Online Marketing Institute
Profile of the Revenue Marketer
Presented by
Debbie Qaqish
Chief Revenue Officer The Pedowitz Group
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
Agenda
• The Journey Begins
• Marketing’s New Revenue Obligation
• Definitions
• The Revenue Marketing Team
• Meet Some Revenue Marketers
• What Are You Going To Do About Revenue?
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
“Debbie, what are you going to do about revenue?
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
Marketing’s New Revenue Obligation
• It’s here, now
• The Revenue Struggle
• New tools make it possible
• Hiring models
• Variable compensation
• Fast growing market
CONFIDENTIAL THE PEDOWITZ GROUP
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
Definition of the Revenue Marketer
1. Digital Body Language is online behavior. It’s the other half of the conversation your prospects and clients are having with you. Are you listening and participating?
3. Marketing Automation describes a rapidly emerging category of Web 2.0 technologies designed to improve marketing efficiencies and drive additional revenue through high quality lead generation and opportunity management.
5. Demand Generation (or ‘DG’ for short) is the revenue focused set of activities for both sales and marketing that gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker.
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
The Revenue Marketing Team
• VP of Marketing Revenue
• Business Analyst
• Power User
• Revenue Focused Creative
• Revenue Focused Content
[email protected] 770-331-4443
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
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
• Constantly reviewing the funnel, tweaking and improving
Skills & Experience• Communication• Teamwork• Execution• Revenue results focused
including to areas he/she does not have direct responsibility for
• Sales, sales ops, finance• Not typically agency, product
or creative • Often hired
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
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 the impact of campaigns on the business
Skills & Experience• Analytical• Communication• Experimentation
• Successful prior experience includes in using technology to translate business analytics and suggestions for change. Google analytics, CRM, etc.
• The view will tell all
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
Power User & Campaign Executioner
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
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
Creative for Revenue & Content
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
770-331-4443 | [email protected]© 2010 Online Marketing Institute
Revenue Marketershttp://www.pedowitzgroup.com/dgassets.htm
770-331-4443 | [email protected]© 2010 Online Marketing Institute
• 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
770-331-4443 | [email protected]© 2010 Online Marketing Institute
• Leading provider of information through technology
• Metrics That Matter– Marketing Ops
– 50% contribution to pipeline (goal is 100%)
– 300% increase in inquiries
– MQLs is a 50% increase
770-331-4443 | [email protected]© 2010 Online Marketing Institute
• VOIP phone systems – New York
• Lead Nurturing– 16 Lead Nurturing
Programs up and running in 6 months
– 17% improvement in conversions to close
– 28% growth in pipeline
– 1.5% to 8% increase in response rates
© 2010 Online Marketing Institute 770-331-4443 | [email protected]
What are you going to do about revenue?
[email protected] 770-331-4443
770-331-4443 | [email protected]© 2010 Online Marketing Institute
Debbie Qaqish – Chief Revenue Officer/Principal
Newly Published White Papers: http://go.pedowitzgroup.com
•Profile of a Revenue Marketer: Fulfilling the New Revenue Obligation
•Selling 2.0: Lessons from the Digital Trenches
•Blog: http://pedowitzgroup.blogspot.com/
•Twitter: @DebbieQaqish
•Email: [email protected]
•Phone: 770-331-4443