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12/5/2012 The Pedowitz Group ©20121
Revenue Marketing UniversityEducation for Marketing Executives
The Pedowitz Group
12/5/2012 The Pedowitz Group ©20122
Revenue Marketing UniversityEducation for Marketing Executives
Class 5 – Process & Content
The Pedowitz Group
12/5/2012 The Pedowitz Group ©20123
Welcome!
770-331-4443
Twitter: @revenuemarketer
LI: dqaqish
Debbie Qaqish
Partner & CRMO
The Pedowitz Group
Goal: To provide education
based on real-life best
practices and peer networking
that will help marketing
executives transform their
organizations from cost centers
to revenue centers.
12/5/2012 The Pedowitz Group ©20124
The Six Week Syllabus
October 17
o "Does Marketing
Automation Really Matter?”
October 30
o The Revenue Marketing
Transformation: Revenue
Marketing Journey
November 14
o Technology: Marketing
Automation Technology and
CRM - The Value They Bring
Faculty:
Jim Lenskold
Lenskold
Group
Faculty:
Amy Hawthorne
Rackspace
Faculty:
Alan Scheik
Cisco Capital
Faculty:
Nancy Harris
Sage
12/5/2012 The Pedowitz Group ©20125
The Six Week Syllabus
November 28
o Strategy & People: Create a Revenue Marketing Center of Excellence & Key Roles Required for Revenue Marketing
December 5
o Process & Content: The Revenue Marketing Process & Content is King
December 19
o Results: Marketing
Automation Delivers Measurement
Faculty:
Liz McClellan
PGi
Faculty:
Patty Foley-
Reid, Iron
Mountain
Faculty:
Jim Kanir
Billtrust
12/5/2012 The Pedowitz Group ©20126
Attend, Test and Earn
12/5/2012 The Pedowitz Group ©20127
Connections
� Tweet if you hear something worth
sharing!
� @revenuemarketer
� Tell your friends and colleagues to join
� Register
� Have access to all replays
� Connect with me on LinkedIn!
12/5/2012 The Pedowitz Group ©20128
Process and Content
Patty Foley-Reid
Director, Content and Inbound Marketing
Iron Mountain
12/5/2012 The Pedowitz Group ©20129
1. Know the math
2. Work the portfolio
3. Ignite the catalyst
12/5/2012 The Pedowitz Group ©201210
New Year! Bigger Goals!
.
25%Marketing sourced revenue
$20K+ AOS for marketing sourced opportunities
2013 and beyondA dependable and continual flow of MQLs
12/5/2012 The Pedowitz Group ©201211
2000 SQLS per year
25% SQL to Opportunity
$20K Ave. Opportunity Size
Clear Marketing Objectives
12/5/2012 The Pedowitz Group ©201212
Face Reality
12/5/2012 The Pedowitz Group ©201213
1. Know your math
2. Work the portfolio
3. Ignite your catalyst
12/5/2012 The Pedowitz Group ©201214
Here’s how it adds up Here’s how it adds up Here’s how it adds up Here’s how it adds up –––– or or or or not!not!not!not!
12/5/2012 The Pedowitz Group ©201215
Watch the bottom lineWatch the bottom lineWatch the bottom lineWatch the bottom line
12/5/2012 The Pedowitz Group ©201216
Watch the bottom lineWatch the bottom lineWatch the bottom lineWatch the bottom line
12/5/2012 The Pedowitz Group ©201217
Watch the bottom lineWatch the bottom lineWatch the bottom lineWatch the bottom line
12/5/2012 The Pedowitz Group ©201218
2000 SQLS per year
25% SQL to Opportunity
$20K Ave. Opportunity Size
Clear Marketing Objectives
12/5/2012 The Pedowitz Group ©201219
Vertical App Solution #1
NURTURE
NET NEW! UP-SELL! CROSS-SELL!BIG ANNUAL SHOW
Trigger - Based MarketingE x e c u t i v e B r i e f I n g s
CDA
YET ANOTHER SHOW IN NY
??????
Vertical App Solution #2
The Base Core Package
Another Base Core Package
Another Base Core PackageAnother Base Core Package
O . M . G .
SEARCH ENGINE OPTIMIZATION
LexisNexis®
Customer Appreciation
Savings White Board
E f f i c i e n c y A s s e s s m e n tS a v i n g s A s s e s s m e n t
HOOVERS
JIGSAW®D&B®
Vertical App Solution #3 and so on
Do you smell smoke?
WHALE HUNTING
Consulting Service
G O O G L E P A Y - P E R - C L I C K
Corporate Named Accounts Te le-prof i l ing
12/5/2012 The Pedowitz Group ©201220
Vertical App Solution #1
NURTURE
NET NEW! UP-SELL! CROSS-SELL!BIG ANNUAL SHOW
Trigger - Based MarketingE x e c u t i v e B r i e f I n g s
CDA
YET ANOTHER SHOW IN NY
??????
Vertical App Solution #2
The Base Core Package
Another Base Core Package
Another Base Core PackageAnother Base Core Package
O . M . G .
SEARCH ENGINE OPTIMIZATION
LexisNexis®
Customer Appreciation
Savings White Board
E f f i c i e n c y A s s e s s m e n tS a v i n g s A s s e s s m e n t
HOOVERS
JIGSAW®D&B®
Vertical App Solution #3 and so on
Do you smell smoke?
WHALE HUNTING
Consulting Service
G O O G L E P A Y - P E R - C L I C K
Corporate Named Accounts Te le-prof i l ing
12/5/2012 The Pedowitz Group ©201221
Vertical App Solution #1
NET NEW! UP-SELL! CROSS-SELL!BIG ANNUAL SHOW
Trigger - Based MarketingE x e c u t i v e B r i e f I n g s
CDA
YET ANOTHER SHOW IN NY
??????
Vertical App Solution #2
The Base Core Package
Another Base Core Package
Another Base Core PackageAnother Base Core Package
O . M . G .
SEARCH ENGINE OPTIMIZATION
LexisNexis®
Customer Appreciation
Savings White Board
E f f i c i e n c y A s s e s s m e n tS a v i n g s A s s e s s m e n t
HOOVERS
JIGSAW®D&B®
Vertical App Solution #3 and so on
Do you smell smoke?
WHALE HUNTING
Consulting Service
G O O G L E P A Y - P E R - C L I C K
Corporate Named Accounts Te le-prof i l ing
Quarterly Webcast Series
10 PROGRAMS1. Thought Leadership
2.Inbound Marketing
3.Nurture
4.Multi-Touch
5.Webcast
6.Tele-prospecting
7.Events
8.Cross/Up-Sell
9.Assessments
10.White Boards
AWARENESS
DEMAND
ABM
12/5/2012 The Pedowitz Group ©201222
Vertical App Solution #1
NET NEW! UP-SELL! CROSS-SELL!BIG ANNUAL SHOW
Trigger - Based MarketingE x e c u t i v e B r i e f I n g s
CDA
YET ANOTHER SHOW IN NY
??????
Vertical App Solution #2
The Base Core Package
Another Base Core Package
Another Base Core PackageAnother Base Core Package
O . M . G .
SEARCH ENGINE OPTIMIZATION
LexisNexis®
Customer Appreciation
Savings White Board
E f f i c i e n c y A s s e s s m e n tS a v i n g s A s s e s s m e n t
HOOVERS
JIGSAW®D&B®
Vertical App Solution #3 and so on
Do you smell smoke?
WHALE HUNTING
Consulting Service
G O O G L E P A Y - P E R - C L I C K
Corporate Named Accounts Te le-prof i l ing
Quarterly Webcast Series
10 PROGRAMS1. Thought Leadership
2.Inbound Marketing
3.Nurture
4.Multi-Touch
5.Webcast
6.Tele-prospecting
7.Events
8.Cross/Up-Sell
9.Assessments
10.White Boards
AWARENESS
DEMAND
ABM
12/5/2012 The Pedowitz Group ©201223
1. Know the math
2. Work the portfolio
3. Ignite the catalyst
12/5/2012 The Pedowitz Group ©201224
Here’s “HOW” …
First, you figure out your compelling point of view
Then you make sure they understand your value proposition.
And, you methodically keep the BRAND top of mind.
Next, you give away enticing nuggets of wisdom.
You learn about their business, demonstrate your relevance.
You probe for cross-sell and up-sell opportunities.
And, if they don’t come to you, you go to them.
When you find an internal advocate, you enable them.
You launch these advocates into hero status.
You help them show their colleagues your value.
12/5/2012 The Pedowitz Group ©201225
First, you figure out your compelling point of view
Then you make sure they understand your value proposition.
And, you methodically keep the BRAND top of mind.
Next, you give away enticing nuggets of wisdom.
You learn about their business, demonstrate your relevance.
You probe for cross-sell and up-sell opportunities.
And, if they don’t come to you, you go to them.
When you find an internal advocate, you enable them.
You launch these advocates into hero status.
You help them show their colleagues your value.
Here’s “HOW” …
Thought Leadership
Inbound Marketing
Nurture
Multi-Touch
Webcasts
Events
Tele-Prospecting
Up/Cross Sell
White Boards
Assessments
12/5/2012 The Pedowitz Group ©201226
This is the program mix
Thought Leadership
Inbound Marketing
Nurture
Multi-touch
Webcasts
Events
Tele-Prospecting
Up/Cross-Sell
White Boards
Assessments
12/5/2012 The Pedowitz Group ©201227
This is your program portfolio
# Vol % Quality # Quantity $ AOS $ Pipeline
1 Thought Leadership 500 20% 100 10,000$ 1,000,000$
2 Inbound Marketing 500 20% 100 10,000$ 1,000,000$
3 Nurture 500 20% 100 15,000$ 1,500,000$
4 Multi-Touch 400 20% 80 15,000$ 1,200,000$
5 Webcast 400 25% 100 15,000$ 1,500,000$
6 Events 300 25% 75 15,000$ 1,125,000$
7 Tele-Prospecting 200 30% 60 20,000$ 1,200,000$
8 Cross-Sell 100 30% 30 20,000$ 600,000$
9 White Board 50 30% 15 40,000$ 600,000$
10 Assessments 50 30% 15 40,000$ 600,000$
TOTAL 3000 25% 675 20,000$ 10,325,000$
12/5/2012 The Pedowitz Group ©201228
1. Know the math
2. Work the portfolio
3. Ignite the catalyst
12/5/2012 The Pedowitz Group ©201229
p.o.v.
12/5/2012 The Pedowitz Group ©201230
p.o.v.
research
white
paper
case
study
analyst
report
partner
feature
article
best practice
12/5/2012 The Pedowitz Group ©201231
p.o.v.
research
white
paper
case
study
analyst
report
partner
feature
article
best practice
p.o.v.
testimonial
SEO
blog
PPC
social media
tweet
influence the
influencers
videoscontent
syndication
webcast
slide ware
competitive
analysis
ROI tools
briefings
community
12/5/2012 The Pedowitz Group ©201232
p.o.v.
research
white
paper
case
study
analyst
report
partner
feature
article
best practice
p.o.v.
testimonial
SEO
blog
PPC
social media
tweet
influence the
influencers
videoscontent
syndication
webcast
slide ware
competitive
analysis
ROI tools
briefings
community
pov
1thoughtleadership 2
inbound
3nurture
4multitouch
5webcast
6
tele-
prospect
7
events
8
cross/up
sell
9
Assess-ment
10
white
boards
12/5/2012 The Pedowitz Group ©201233
1. Know the math
2. Work the portfolio
3. Ignite the catalyst
12/5/2012 The Pedowitz Group ©201234
Questions & Answers
12/5/2012 The Pedowitz Group ©201235
Q & A
770-331-4443
Twitter: @revenuemarketer
LinkIn with Debbie
Patty.foley-
Twitter:
LinkIn with Patty
12/5/2012 The Pedowitz Group ©201236
Final Class
December 19
o Results: Marketing
Automation Delivers Real Revenue
Faculty:
Jim Kanir
Billtrust