the revenue marketer - march 25, 2010

770-331-4443 | [email protected]© 2010 Online Marketing Institute

Profile of the Revenue Marketer

Presented by

Debbie Qaqish

Chief Revenue Officer The Pedowitz Group

mailto:[email protected]

© 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?



“Debbie, what are you going to do about revenue?



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



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.



The Revenue Marketing Team

• VP of Marketing Revenue

• Business Analyst

• Power User

• Revenue Focused Creative

• Revenue Focused Content

[email protected] 770-331-4443



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



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



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



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



Revenue Marketershttp://www.pedowitzgroup.com/dgassets.htm


http://www.pedowitzgroup.com/dgassets.htm







• 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



• 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



• 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



What are you going to do about revenue?

[email protected] 770-331-4443



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


http://go.pedowitzgroup.com/



http://pedowitzgroup.blogspot.com/







the revenue marketer - march 25, 2010

Documents