Content Revenue Architecture
John Stone III
Revenue Architects
Summary – 4 takeaways
1. Content Marketing drives the revenue engine.
2. Good content is “sticky and spreadable” and digital
video is hot.
3. Strategy should be driven by a Revenue Architecture.
4. A case study illustrates an integrated marketing
campaign.
Digital Marketing drives the Revenue Engine
Aware
Interested
Considering
Evaluating
Committed
Client
Advocate
Plan
Deliver
Review
Act
Deliver
Web presence: from website
to social media footprint
Credibility: content and
resources that drive credibility
Inbound: permission-based
nurturing capabilities
Relationships: technology-
enabled personal interactions
Delivery excellence: client
experience for retention and
advocacy
Digital Marketing Levers
Search
The window to intent…
75% off page 25% on page…
Yes… and Yahoo and Bing
“In 2009, the click through rates for
Google improved over 2008 by
about 32%. However, for Yahoo,
the jump was 123% and Bing went
up 109%. Google still trounces
them both on cost-per-click, which
can matter greatly assuming
similar conversions.” – Mark Robinson RealSEO
Content Marketing is at the center
Sales Extension
Engage SEO
Self Sell
Nurture
Branding
Valuable
Content Conversions Traffic
Good Content is “Sticky and Spreadable”
– Relevant
– Modular
– Authentic
– Entertaining
– Sharable
– Visible
– Accessible
– Stylized
– Optimized
– Managed
We are wired for video
Humans are adapted to rapidly integrate complex
visual stimuli
Immense portion of our brain power is dedicated to
processing moving visual images
We have a face recognition engine and detectors for
objects that move rapidly
We also have a function for imagining
“Today, 71% of the US online audience watches video on the
Internet, and the number of streams consumed should more than
double by 2013.”
Types of Video Content
New tools help drive conversions
Action-oriented video content to pique interest
1
Personalize story with on-the-fly Video App assembly
3
Gather information about visitor
2
Real-time tracking and measurement
5 Tracking
Drive to actions and update CRM
4
Source: VisibleGains
B2B Insurance Provider
Event Measured No Videos
Watched
At Least 1
Video
Watched
Improvement
Start a Quote 11.6% 21.6% 1.9x
Purchase Rate 1.7% 4.2% 2.5x
On-line Purchase
Rate .95% 1.6% 1.7x
Multiple Visits
Purchase Rate 4.3% 8.2% 1.9X
Average Order $569 $643 13%
“We typically convert about 1.7% of our traffic to sales. With Visible Gains
we saw that rate more than double” - Alex Wright, VP Marketing
Annual ROI: 207%
Source: VisibleGains
Case Study: B2B Value Added Reseller
Situation: Successful IT company with a 30 year track record and
long term client relationships, a wide range of solution offerings.
Goal: Drive 3X revenue from with a new solution partner within 1
year.
Key Question: What innovative marketing programs should we
pursue to rapidly accelerate sales?
Our Approach: Rapid Revenue Architecture Discovery to uncover
the opportunities and a campaign strategy that fits.
What is a “Revenue Architecture”?
“The revenue engine blueprint to attract, nurture, sell and
expand profitable relationships with chosen customers”
4 Incentives
and Metrics
3 Customer Relationships
2 Lead to Close Process
Structure and Organization
People and Skills
Content and Process
Technology and Data
1 Go-to-market Strategy
Good marketing strategies begin with a revenue architecture.
Revenue Architecture Discovery
Imp
lem
en
tatio
n
Initiate
Go-to-Market Strategy
Prioritize Plan
Current State Target State
Step 1
Step 2
Step 3
Step 4
Step 5 Lead-To-Close
• Structure and
Organization
• Content and
Process
• People and Skills
• Technology and
Data
Customer Relationships
Incentive & Metrics
Why are we
doing this?
What shape are
we in today?
What is
really
important?
What are the
best options
open to us?
How do we
get there?
Go-to-Market Strategy
Lead-To-Close
• Structure and
Organization
• Content and
Process
• People and Skills
• Technology and
Data
Customer Relationships
Incentive & Metrics
A process that scales from 1 day to several weeks…
The Scorecard…
• Right market, right offers
• Segmentation and buyer values
• Territories and channels
• Persuasive messaging
• Innovative programs
• Service delivery
• Client retention
• Account management
• Team and organization
• Web presence
• Lists marketing
• Content
• Inbound lead capture
• Nurture process
• Marketing-sales process
• Marketing-sales systems
• Outbound process
• Activities, skills and
competencies
• Selling tools and assets
• Performance
indicators
• Metrics
• Leading indicators
• Performance
motivation
• Tracking
2. Lead-to-close Process
1. Go-to-market Strategy
3. Customer Relationships
4. Incentives and Metrics
Revenue Architecture
Key Findings…
• Right market, right offers
• Segmentation and buyer values
• Territories and channels
• Persuasive messaging
• Innovative programs
• Service delivery
• Client retention
• Account management
• Team and organization
• Web presence
• Lists marketing
• Content
• Inbound lead capture
• Nurture process
• Marketing-sales process
• Marketing-sales
systems
• Outbound process
• Activities, skills and
competencies
• Selling tools and assets
• Performance
indicators
• Metrics
• Leading indicators
• Performance
motivation
• Tracking
2. Lead-to-close Process
1. Go-to-market Strategy
3. Customer Relationships
4. Incentives and Metrics
Revenue Architecture
The solution – Integrated Campaigns
Sales-enablement
− Core content assets that immediately in sales –
white papers, emails, training
Brand and Solution Videos
Integrated Marketing Program
− Position the company, bring solutions to life
− Webisodes with leading analyst firm and
company experts to build credibility
− White papers and Case Studies to reinforce
depth and insight
Enhanced web site presence with landing
page and integrated customer experience
Eloqua-enabled nurture program
Social media engagement increase
awareness and build street cred
Expectations in progress….
Position the company as an independent solution provider with in-depth expertise
Build awareness with social media, webisodes, great content
Capture sales team mindshare and activity share
Pave the way for customer interactions
Lead capture and lite nurture
Aware
Interested
Considering
Evaluating
Committed
Client
Advocate
Plan
Deliver
Review
Act
Deliver
Takeaways
1. Content Marketing drives the revenue engine.
2. Good content is “sticky and spreadable” and digital
video is hot.
3. Strategy should be driven by a Revenue Architecture.
4. A case study illustrates an integrated marketing
campaign.