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.
Goals | Technology | Target | Engage | Convert | Measure | Refine
Step #1 – Establishing Revenue-Driven Goals
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:
|Organizational Goal Alignment|
Step #2 –Build The Perfect Revenue System
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 Implementation
Customer Relationship Management (CRM)
Sustainable Data Cleansing
Marketing ROI Optimization
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.
Create Stage-to-Stage Content Calender
Step #4 – Engage Visitors & Lead To Capture
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.
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.
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.
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.
Remove Unsuccessful Marketing Channels
Revising Internal Processes
Now, it is your turn. How can we help you implement the Revenue-Driven Marketing Process?