The Revenue Engine Webinar

The Revenue EngineA Pathway for Technology Firms

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

Revenue – Most Important Metric

Revenue – Most Important Metric

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.

CX Fail OutcomesThe Big Three.

CX + Demand Gen don’t equate to Revenue

Reality. No golden handshakes.

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.

Your data lives in siloesYou can’t measure. You can’t report.

No Single View of the Customer

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



Known visitor

Data to CRM

Poor quality sales leadsPoor customer insight. Poor CX. Poor revenue outcomes.

BROKEN RECORDS (ChiefMarketerSurvey, B2B)

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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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Some don’t.

Global killer brand.

Years in business.128

Owned the digital

photography patent.

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Big data means you can’t see the wood, for the trees

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

https://sitecoresymposium2017.smarteventscloud.com/exhibitor/login.do

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MAP is your pitcher. CMS catches and converts. CRM keeps 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

Your most important channels – working

in symphony.

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


Cross Channel

Customer

Cross Sell

High Engagement


Personalization

Customer

Cross Sell

High Engagement


Personalization

COLD LEAD WARM LEAD HOT LEAD

Getting started…

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

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Questions?