91 percent of marketers believe their revenue marketing decisions will have a favorable influence on revenue.
Are you one of those people?
We’re all familiar with the primary aims of internet marketing: generating leads and new business.
We include online channels in our marketing efforts because of the revenue earned from online marketing.
So, how do marketers develop a successful internet marketing strategy that is tied to their revenue targets?
We’ve got you covered if you’re unsure of the answer.
We’ve described the steps you can take to plan successful revenue marketing initiatives in this article.
When we talk about revenue marketing, we’re talking about a lead generation method of marketing.
Some marketing strategies aim to raise brand awareness or support a product launch, but revenue marketing aims to improve the amount of money earned by the company.
Let’s go into revenue marketing in more detail.
Revenue marketing is the process of creating marketing strategies that increase customer acquisition and sales by utilizing various channels and approaches.
Marketing strategies are linked to revenue goals through revenue marketing.
If you were to implement a revenue marketing strategy, you would prioritize your revenue targets over your business objectives.
A revenue campaign, for example, would strategize all the ways the team could create $150,000 — ideally from 10,000 (or more) new customers — if the business aims to acquire 10,000 new customers but the revenue target is to make $150,000 more than the previous quarter.
Traditional marketing, lead generation, demand creation, are the four main areas of marketing activity.
This is how many businesses go about their marketing activities.
Traditional marketing starts first, with an emphasis on brand building — developing a name and product recognition in the hopes of eventually driving sales.
The next step is lead generation.
Marketing teams are looking for high-value leads who are more likely to take action and convert.
Following that, demand generation involves marketing and sales teams collaborating to create multi-channel campaigns that drive prospective B2C and B2B buyers to your website or sales platform.
By linking lead and demand generating procedures to specific metrics and making them both dependable and repeatable, aims to scale up lead and demand creation operations.
Revenue marketing has three major advantages when properly applied.
Traditional marketing focuses on increasing demand by making items or services more desirable on a large scale.
The focus of revenue marketing is on what customers want.
What would entice them to purchase more?
What non-product factors, such as the speed with which customer service representatives respond or the ease with which websites may be navigated, influence the likelihood of conversion?
Revenue marketing can assist boost long-term sales by focusing on the cultivation of long-term client connections.
Marketing and sales departments frequently clash.
Sales teams are more concerned with the nuances of individual conversions than marketers are with raising brand awareness in general.
As a result, these two teams’ efforts may work against each other rather than together, frustrating both aims.
Meanwhile, revenue marketing aids in bringing these groups together around a single goal: the client.
Companies may unify goals and outcomes across their organization by getting everyone on board early — from sales and marketing team members to C-suite sponsors and even IT if needed.
When it comes to objectives, prioritizes money over leads, prospects, and potential demand.
It’s possible to construct goals based on the reality of current sales volumes rather than forecasts of potential customer action by attaching success indicators to the generation of income from specific sources.
Why? Because the more information firms have about their clients, the more effective marketing and sales techniques they can develop.
Effective data collection begins with permission — making sure clients understand what data is being gathered and why — and progresses to data analysis tools that can extract patterns from real-time data sets.
Given the breadth of revenue marketing initiatives, firms must also ensure stakeholder alignment.
This entails sitting down with relevant team members and devising a strategy that will get everyone’s support.
This not only provides a blueprint for the future, but also establishes a collaborative tone from the start.
Next, consider the process: how does the overall revenue marketing campaign look, and what specific processes will aid in achieving the goal?
Demand management-focused marketing initiatives and the utilization of client data to create customized campaigns are frequently discussed.
Technology plays an important role in marketing, from email newsletters to mobile apps and social media sites.
As a result, it’s important to bring in IT staff as soon as possible to find services and software — such as in-depth big data programs and sophisticated CMS platforms — that can assist businesses in achieving their objectives.
Finally, but certainly not least?
This involves determining the key measures you’ll use to gauge success — such as the total number of sales over a given period or revenue growth year over year — as well as how these measurements will drive future initiatives.
Revenue marketing integrates sales and efforts to produce campaigns that go beyond lead and demand creation and relate campaigns to a consistent and repeatable return on investment.
To discover sales prospects, target conversion-ready leads, and build KPIs that effectively match campaign efforts with revenue outcomes, start with a clear strategy.