How To Set Up An Effective Revenue Marketing Strategy

What is revenue marketing? Is it
just a buzzword or a completely new take on the role of marketing in revenue
organization and GTM (go-to-market)? In this article, you will discover
everything about profitable or revenue marketing- one of the new ways marketers
interact with the sales team and customers.What is revenue marketing?Revenue marketing, also known as
profitable marketing or income marketing, is a holistic approach that bridges
the gap between marketing and sales, aligning them with a common goal:
generating revenue through repeatable processes.The income marketing mechanism
provides the following:• Filling the sales funnel with
qualified marketing leads ( MQL )• Increasing sales conversions
and reducing sales cycle times• Establishing a link between
sales revenue and marketing activities to confirm ROI.Marketers must implement major
organizational and cultural changes to deliver on these promises. The marketing
and sales departments must be connected along three important principles:
digital transformation, customer centricity, and revenue accounting.• Digital Transformation: Meet
shoppers through the digital transformation of marketing channels. At the same
time, marketing operations are expected to be pumped using a technology stack
that helps draw conclusions and develop a strategy.• Customer Focus: Today,
marketing is about customer experience. It's more than just creating a customer
experience and journey; this allows the client's voice to be considered when
organizing a GTM.• Revenue Accounting: Marketers
need to think about how to sell and be accountable for meeting revenue targets.
Instead of using MQL support as the ultimate metric, marketing should take into
account the customer's overall lifetime value.What does a revenue marketing
strategy look like?Here are six ingredients for
moving to a revenue
marketing strategy:Strategy: Be clear about the role
of sales and marketing in your growth plan. Conduct internal validation of
buyer personas, sales cycles, and channels. Create growth plans as well as a
clear communication plan.People: Pool your human resources
to create content, automate marketing, and collaborate with sales executives on
a regular basis to achieve shared revenue goals.Process: Map the entire customer
journey from the lead to the customer's lifetime value.Technology: Optimize your
technology stack with integrated marketing automation and sales software.
Today, there is much different software that helps close some processes.Content: Develop a content plan
that takes into account people, stages of the shopping journey, segmentation,
and different types of content.Results: Set key income metrics
and create dashboards showing your progress.Six steps to a profitable
marketing strategyUse the following six steps of a
revenue & digital marketing
strategy as a way to optimize your revenue organization: • Identify key groups of people
who are more likely to make a purchase. Rely on demographics and target ideal
accounts and contacts.• Allocate resources across
programs and channels based on predicted performance.• Drive sales and marketing by
making the most of technology.• Follow the planned programs at
all sales funnel stages and optimize them in real-time.• Track the full path of
potential and existing customers across all touch-points.• Evaluate your performance in
terms of income and ROI.Winding it up:Start your journey to a
profitable marketing strategyInnovative B2B companies strive to meet the
needs of the modern shopper by offering personalized experiences throughout the
user journey. To change your revenue organization and improve GTM compliance,
try to achieve and maintain a high-quality customer experience.