revenue marketing universityrevmarketer.pedowitzgroup.com/rs/pedowitzgroup2... · 5/12/2012 ·...

12/5/2012 The Pedowitz Group ©20121

Revenue Marketing UniversityEducation for Marketing Executives

The Pedowitz Group


Revenue Marketing UniversityEducation for Marketing Executives

Class 5 – Process & Content

The Pedowitz Group


Welcome!

[email protected]

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.


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


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


Attend, Test and Earn


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!


Process and Content

Patty Foley-Reid

Director, Content and Inbound Marketing

Iron Mountain


1. Know the math

2. Work the portfolio

3. Ignite the catalyst


New Year! Bigger Goals!

.

25%Marketing sourced revenue

$20K+ AOS for marketing sourced opportunities

2013 and beyondA dependable and continual flow of MQLs


2000 SQLS per year

25% SQL to Opportunity

$20K Ave. Opportunity Size

Clear Marketing Objectives


Face Reality


1. Know your math


3. Ignite your catalyst


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!


Watch the bottom lineWatch the bottom lineWatch the bottom lineWatch the bottom line


2000 SQLS per year

25% SQL to Opportunity

$20K Ave. Opportunity Size

Clear Marketing Objectives


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

??????


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



NURTURE



CDA


??????





O . M . G .


LexisNexis®


Savings White Board


HOOVERS

JIGSAW®D&B®


Do you smell smoke?

WHALE HUNTING

Consulting Service







CDA


??????





O . M . G .


LexisNexis®


Savings White Board


HOOVERS

JIGSAW®D&B®


Do you smell smoke?

WHALE HUNTING

Consulting Service



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


1. Know the math




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.


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


This is the program mix

Thought Leadership

Inbound Marketing

Nurture

Multi-touch

Webcasts

Events

Tele-Prospecting

Up/Cross-Sell

White Boards

Assessments


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$


1. Know the math




p.o.v.


p.o.v.

research

white

paper

case

study

analyst

report

partner

feature

article

best practice


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


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


1. Know the math




Questions & Answers


Q & A

[email protected]

770-331-4443

Twitter: @revenuemarketer

LinkIn with Debbie

Patty.foley-

[email protected]

Twitter:

LinkIn with Patty


Final Class

December 19

o Results: Marketing

Automation Delivers Real Revenue

Faculty:

Jim Kanir

Billtrust

revenue marketing universityrevmarketer.pedowitzgroup.com/rs/pedowitzgroup2... · 5/12/2012 ·...

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