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.

Thank You

John C. Stone III

President and CEO

jcstone@revenuearchitets.com

617 864 8191