Download Revenue Driven Marketing - ASPE-ROI

Revenue Driven Marketing
Kaete Piccirilli, Marketing Manager
JT Moore, VP of Marketing
Kaete Piccirilli, MBA
• BS Graphic Communications
Clemson University
• MBA, Marketing Concentration
North Carolina State University
• Marketing Manager for ASPE Training
• Hobbies include: sewing, yoga, all things
Raleigh and spending time with my husband
and 3-year old daughter, Felicity.
@kpicc
JT Moore, MBA
• BS, Business Administration
North Carolina State University
• MBA, North Carolina State University
• VP Marketing for ASPE Training
• Hobbies include: Food, Soccer and German
Beer.
@j_t_moore
Agenda
•
•
•
•
Current Situation
What is Revenue Driven Marketing?
Becoming a Revenue Driven Marketer
Benefits of Moving to a Revenue Driven
Marketing Mindset
Current Situation for
Most Marketing Departments
• CMO Turnover
• “I got you the leads. Why didn’t you make the Sale?”
• We just need more leads
• Leads to Tunnel Vision for Lead Generation
• Blockbuster vs Netflix
What is Revenue Driven
Marketing?
• Repeatable Prospecting Programs
• New acquisitions
• Measureable Sales
• Generating Revenue
• What is your contribution?
• How did you perform?
• Ultimately gets you a seat at the decision making
table
Become a Revenue
Driven Marketer
• Define your Revenue Cycle Methods to create a
revenue-generation marketing plan
• Get Measurements in Place
• Speak the same Language as Sales
• Optimize Lead Flow
• Maintain the relationship with prospects and
buyers
• Define Service Level Agreements Internally
Define Your Revenue
Cycle Methods
• Look at the Company Business Plan for
Revenue
• How will the company get there?
• What % does Marketing contribute to?
• Revenue Goal
• Conversion Rate
• Need ?? Leads to Convert
• What can we close on our own as marketing?
• Grow that to free up time for Sales
Define Your Revenue
Cycle Methods
• Align marketing objectives with business priorities
• Direct Mail
• Email
• SEO
• Content Marketing
• Lead Generation Activities
Define Your Revenue
Cycle Methods
• Create a timeline of projected sales
• Your Marketing Cycle Begins in January.
• When do you start marketing for January
Revenue?
• October? December?
• Plan a timeline of activities for efforts by
everyone in the company
Define Your Revenue
Cycle Methods
• Sample Time line
•
•
•
•
•
•
•
•
Meeting at 16 weeks before first day of Marketing Cycle
Direct Mail Drop at 10-11 weeks promoting particular
courses in our Revenue Plan
Sales Focused Efforts
Email Follow Up at 7 weeks
Sales Focused Efforts
Small Mail Drop at 5 weeks
Email Follow up at 4 weeks
Sales Focus efforts from 4 weeks until 2 weeks before
course starts.
Get Measurements in Place
• Understand how to measure your impact on revenue
• Cost of Marketing against Revenue Generated for
a period of time
• Use a lead conversion tracking tool and set up
goals through the buying cycle
• It’s OK if you don’t have the latest technology
• Decide on Track-able goals and track them
overtime as compared to the peaks and valleys of
company revenue
Get Measurements in Place
• Suggestions:
• Marketing Cost as a % of Revenue
• Direct Marketing Response Rate
• Fill Rate
• Marketing Generated Leads
• Website Traffic after a campaign
• Email Open/Clicks
• Core Keywords
• Blog Posts
Speak the Same
Language as Sales
• Get on the same page as Sales
• Speak their language
• Find out what motivates Sales
• Talk about Qualified Opportunities
• Planning
• Bookings
• Revenue
• Understand what they consider a Qualified Lead
and find more of those
Optimize Lead Flow and
Maintain Relationships
• Prospect  Lead
• Don’t just hand them off
• Take responsibility for working with Sales to help
move along the buying process
• Help write emails
• Work with Sales to create a campaign for
warm leads who need more nurturing
Define Service Agreements with
the Sales Team
• Commit to Working Together (Sales/Marketing)
• Send only leads that meet a certain criteria
• Discuss when leads will be sent back to marketing
to nurture
• Work together on campaigns that can be
automated to have Sales focus on the most
qualified leads
Revenue Driven Marketing
How does it benefit me?
•
•
•
•
It makes you a better Marketer
Expand your organizational Marketing Influence
Justify risks and a larger budget
Show actual contributions to the bottom line
Revenue Driven Marketing
How does it benefit my company?
• Increased Revenue
• Increased/Decrease Marketing Costs show an
Increase/Decrease in Revenue
• Organizational Collaboration
• Better Utilization of Dollars
• It just makes sense
• Accountability
• Predictable Return on Investment
QUESTIONS