How To Implement A Successful Revenue-Driven Marketing Process In 7 Steps

Revenue-Driven Marketing Process For Achieving Revenue Goals

The best way to turn strangers into ideal prospects and leads into future customers for your business.

Since 2009,  revenue driven marketing has begun to emerge as one of the most effective marketing processes for doing business to business online. It not only focuses on the creation of  unique and quality content that pulls people toward your company and products / services like inbound marketing, it also ties into the overall revenue goals of your organization by aligning the content you publish with your sales & marketing functions and what your customer’s interests are at every stages of the sales pipeline.

Goals | Technology | Target | Engage | Convert | Measure | Refine


Step #1 – Establishing Revenue-Driven Goals

While thanks to Google Adwords you get countless spam emails from “SEO Experts” that want to sale you online advertising on a “per-per-click” basis, the reality is driving traffic to your site for the sakes of getting more visitors is pointless. It’s like getting a new “like” on Facebook. What you want to achieve is an increase in likely targets that will someday become high quality leads, and, ultimately, loyal customers.

Now, before you define this person , you need to establish how many of them you need in your sales pipeline to achieve your revenue goals. For this reason we start with establish external and internal goals:

Revenue lead management Organizational Goal Alignment
Website Insights

Planning and Budget Optimization

DIR Revenue-Driven Marketing Customer Lifecycle Conversion

Lead Management and Process Flow

Revenue Driven Planning

Operational Intelligence

Step #2 –Build The Perfect Revenue System


Once you have established goals and defined the metrics that will validate your 2014 marketing successes and short-falls, the revenue-driven marketing process recommends you looks at the technology you have in place to determine how it can be used, modified, or replaced to help you achieve all the goals you and your team have agreed to achieve.

Having the right technology will help you automate the nurturing of prospects that are not 100% ready to buy, monitor digital conversations about your brand and company, as well as, measure the performance and velocity of your sales pipeline.

 Marketing Automation To Deliver High Quality Leads - South Bend Marketing Automation Consultant

 Marketing Automation Implementation

 Customer Relationship Management CRM Software To Help Improve Lead Quality - Elkhart Indiana Marketing Automation and CRM Technology Consultant

 Customer Relationship Management (CRM)

 Sustainable Data Cleansing To ensure The Best and most Accurate Leads Are Nurtured And Delivered To Your Sales Pipeline. Michiana Marketing Automation and Database Consulting Company

 Sustainable Data Cleansing

 Marketing Return On Investment Optimization Designed To Improve Lead Quality - Nappanee Marketing Automation and Web Site Development Company

 Marketing ROI Optimization

 Michiana Website Design and Development To Enhance Lead Quality

 Website System Migration

Step #3 – Create Targeted Buyer Personas

Once you have the right technology in place you are able to beginning identifying the most ideal targets through a series of steps developed by the Buyer Personas Institute known as the “5 Rings of Insights of Buyers.”

A buyer persona is an example of the real person who buys, or might buy, products like the ones you market, based on what you’ve learned from direct interviews with real buyers.

When done correctly personas encompass the goals, challenges, pain points, and common objections to products and services, as well as personal and demographic information shared among all members of that particular customer types. The buyer personas you uncover are the people around whom your entire business is built.

Revenue-Driven Programs That Target Buyer Personas To Close More Deals

Interview Everyone

Create Stage-to-Stage Content Calender


Step #4 – Engage Visitors & Lead To Capture

On any given webpage, landing page, and even social media profiles the lead-capture form is the most crucial element. We can have the hottest content that will intrigue and attract your ideal target to your business, but, what good is it if you do not know who they are?

You need to capture them. Without a unique and different lead capture form for the various buyer personas you attract to your website lead generation and target segmentation simply wouldn’t be possible.


Revenue-Driven Programs deliver Customer Relationship Management CRM Software To Help Improve Lead Quality

  Design A Lead Capture Program

Develop Content To Match Calender

Step #5 – Convert Leads From Stage To Stage

In B2B sales there are often more than one or two individuals in the buyer’s journey. For this reason it is critical that the right message be delivered to the right person at the best time.

Using a combination of marketing automation, customer relationship management software ( CRM ) and social selling signals you are able to ensure your sales and marketing teams are delivering the best message possible to the appropriate buyer persona. 

Revenue-Driven Programs To Enhance Marketing and Increase Sales Revenue Conversion

 Align Conversion With Content

Monitor Social Selling Signals


Step #6 – Measure Program Performance

Modern marketers understand that measuring the impact they have on top-line revenue is an essential part of transforming marketing from an expenditure into a revenue generator.

Your Revenue-Driven systems should allow you to easily see:

  • deals in the pipeline,
  • cost per lead,
  • Marketing Qualified Leads to Sales Qualified Leads ratios,
  • form conversion rates in terms of speed and success,
  • Customer Lifetime Value ( CLV ), and
  • the impact marketing has on an initial lead conversion.

Revenue-Driven Marketing Programs Goshen Indiana Marketing Return On Investment Optimization Designed To Improve Lead Quality

Measure Program Performance

A/B Testing of Form, Keywords, and Placement


Step #7 – Refine For Greater Impact

Your time is more valuable and just as important as your marketing budget. After about 6 months, you system will have had enough testing to help you determine the effectiveness of each marketing channel.

The budget used for the ineffective channel(s) should be allocated towards your 2nd and 3rd best producer, which should benchmark the best performer. Ultimately, the goals is to continually improve your process and performance.


Refine your revenue-driven marketing program for long-term sales growth

Remove Unsuccessful Marketing Channels

Revising Internal Processes


Now, it is your turn. How can we help you implement the Revenue-Driven Marketing Process?