IdeaLaunch Webinar Content Revenue Architecture

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Slides from the webinar we held on 3/31/10 to discuss content marketing and building a revenue architecture for sales and marketing. Case study on an integrated marketing campaign. www.revenuearchitects.com

Transcript of IdeaLaunch Webinar Content Revenue Architecture

  • 1.Content Revenue Architecture John Stone III Revenue Architects

2. Summary 4 takeaways1. Content Marketing drives the revenue engine. 2. Good content is sticky and spreadable and digitalvideo is hot.3. Strategy should be driven by a Revenue Architecture. 4. A case study illustrates an integrated marketingcampaign. 3. Digital Marketing drives the Revenue Engine Aware Digital Marketing LeversInterested Web presence: from websiteConsideringto social media footprint Credibility: content andEvaluatingresources that drive credibilityCommitted Inbound: permission-basedClientnurturing capabilities Deliver Relationships: technology- Planenabled personal interactionsAct Deliver Delivery excellence: clientReviewexperience for retention andadvocacyAdvocate 4. Search The window to intent75% off page 25% on page 5. Yes and Yahoo and BingIn 2009, the click through rates forGoogle improved over 2008 byabout 32%. However, for Yahoo,the jump was 123% and Bing wentup 109%. Google still trouncesthem both on cost-per-click, whichcan matter greatly assumingsimilar conversions. Mark Robinson RealSEO 6. Content Marketing is at the centerBrandingEngageSEOValuableConversionsTrafficContentNurtureSales ExtensionSelf Sell 7. Good Content is Sticky and Spreadable Relevant Visible Modular Accessible Authentic Stylized Entertaining Optimized Sharable Managed 8. 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 imaginingToday, 71% of the US online audience watches video on theInternet, and the number of streams consumed should more thandouble by 2013. 9. Types of Video Content 10. New tools help drive conversions4 Drive to actions and update CRM 1 Action-oriented video content to pique interest3 Personalize storywith on-the-flyVideo Appassembly 2 Gather information about visitor Source: VisibleGainsTracking 5 Real-time tracking andmeasurement 11. B2B Insurance Provider At Least 1No VideosEvent Measured VideoImprovement Watched WatchedStart a Quote 11.6%21.6% 1.9x Purchase Rate1.7% 4.2% 2.5xOn-line Purchase .95% 1.6% 1.7xRateMultiple Visits 4.3% 8.2% 1.9XPurchase RateAverage Order$569 $643 13%Annual ROI: 207%We typically convert about 1.7% of our traffic to sales. With Visible Gains we saw that rate more than double - Alex Wright, VP MarketingSource: VisibleGains 12. 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. 13. What is a Revenue Architecture? The revenue engine blueprint to attract, nurture, sell andexpand profitable relationships with chosen customers 1 Go-to-market Strategy 2 Lead to Close Process Structure and Organization Content and Process 4 Incentivesand MetricsPeople and SkillsTechnology and Data3 Customer Relationships Good marketing strategies begin with a revenue architecture. 14. Revenue Architecture DiscoveryStep 2 Step 4What are thebest optionsWhy are weCurrent StateTarget State open to us?doing this? Go-to-Market StrategyGo-to-Market StrategyLead-To-CloseLead-To-Close Implementation Structure and Structure and Step 1OrganizationStep 3OrganizationStep 5 Content and Content andInitiate ProcessPrioritizeProcess Plan People and Skills People and Skills Technology and Technology and Data DataWhat isHow do we What shape areCustomer RelationshipsCustomer Relationships really get there? we in today? Incentive & Metrics important? Incentive & MetricsA process that scales from 1 day to several weeks 15. The Scorecard 1. Go-to-market Strategy Right market, right offers Segmentation and buyer values Territories and channels Persuasive messaging 2. Lead-to-close Process Innovative programs Team and organization Web presence Lists marketing Revenue Architecture Content Inbound lead capture Nurture process4. Incentives and Metrics Marketing-sales process Performance Marketing-sales systemsindicators Outbound process Metrics Activities, skills and Leading indicators competencies Performance Selling tools and assets motivation3. Customer Relationships Tracking Service delivery Client retention Account management 16. Key Findings1. Go-to-market Strategy Right market, right offers Segmentation and buyer values Territories and channels Persuasive messaging 2. Lead-to-close Process Innovative programs Team and organization Web presence Lists marketing Revenue Architecture Content Inbound lead capture Nurture process4. Incentives and Metrics Marketing-sales process Performance Marketing-salesindicators systems Metrics Outbound process Leading indicators Activities, skills and Performance competencies motivation Selling tools and assets 3. Customer Relationships Tracking Service delivery Client retention Account management 17. 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 andcompany experts to build credibility White papers and Case Studies to reinforcedepth and insight Enhanced web site presence with landingpage and integrated customer experience Eloqua-enabled nurture program Social media engagement increaseawareness and build street cred 18. Expectations in progress. Position the company as an Aware independent solution providerwith in-depth expertise InterestedConsidering Build awareness with socialmedia, webisodes, great EvaluatingcontentCommitted Capture sales team Clientmindshare and activity share Deliver Plan Pave the way for customerinteractionsAct Deliver Review Lead capture and lite nurture Advocate 19. Takeaways1. Content Marketing drives the revenue engine. 2. Good content is sticky and spreadable and digitalvideo is hot.3. Strategy should be driven by a Revenue Architecture. 4. A case study illustrates an integrated marketingcampaign. 20. Thank YouJohn C. Stone III President and CEO jcstone@revenuearchitets.com 617 864 8191