The Revenue Generator - The Secrets To Click-To-Close Revenue


Aligning Your 2018 Revenue Targets With A Marketing Budget: A Step-By-Step Guide

Wild Guessing For Both Revenue Target Selection And Budget Creation Is No Longer Acceptable

How do you set revenue targets for 2018? If you’re like most companies, you might simply add a percentage to 2017 performance and call it a day. If you did $5 million in 2017, and 20% growth is the goal for 2018, then your new revenue target is $6 million.

That’s one way to do it, but it’s probably not the best way to do it. One reason this isn’t an optimal approach is its disconnection from your marketing plan and marketing budget. For example, do you have enough leads to do an incremental $1 million in revenue? What level of budget support is required to generate enough visitors, leads and sales opportunities to drive to and beyond that revenue goal?

In most cases, the answer is usually no (or you don’t know), and that is where the problem begins. The answer should always be yes. You should always be sure that your budget is directly connected to your revenue goals.



Branding Vs. Direct Response? Which Marketing Strategy Is Right?

Forget All Of The Labels, From Inbound To Demand Generation And ABM

I’d love it if we could simplify marketing, sales and revenue generation by removing all of the labels arbitrarily placed on types of marketing (mostly by software companies). When you wash out all of the labels, you end up with two types of marketing: The type designed to get your name out there or build your brand, and the type designed to encourage prospects to take action or respond.

That’s it. Your marketing is either branding or direct response. Which one you need (or a mix of both) is going to be purely based on your company’s position in the market, the industry you compete in and your company’s life cycle. Let me try and illustrate. Branding works great for Coke. They’re in a highly competitive industry, they’ve been around since 1886, everyone knows them and their product is well established. Branding is the right kind of marketing for them. There is no buyer journey when it comes to whether you are aware of, considering or purchasing a Coke.



2018 Planning Tips: Agile Marketing Focuses Marketing And Sales On Results

Agile Marketing Makes It Easier To Know What To Work On And When, If Results Are Your Objective

When you start looking at everything you need to turn awareness into revenue, the list is mind altering. Now that there are as many improvements on the sales side as the marketing side, that list is twice as long. The execution is three times as complicated and the technology associated with it all makes the entire effort 10 times more difficult to get working.

Everyone is telling you to do something, but what do you do? When do you do it? What’s the best way to go about doing it? Many companies we’ve talked to are frozen by the sheer magnitude of everything that should be getting done. But there is good news. For the first time, its possible for you to know what you need to do and what results you should expect from that effort.



2018 Planning Tips: Use Marketing And Sales Technology To Increase Revenue

Our Ultimate Tech Stack Recommendations For Demand Generation, Leads And Revenue Growth

You’re getting your 2018 plans in place, and that means budgets, too. Program and tactical budgets are fine, but don’t forget about your marketing and sales technology requirements.

In 2018, technology is going to continue to make inroads with both marketing and sales. To gain efficiencies, access data, deliver insights and drive business results up, youre going to need tech.



2018 Planning Tips: Steps To Ensuring Sales And Marketing Alignment

Next Year Is The Year Marketing And Sales Come Together As One Team

Nothing is more annoying and frustrating than the age-old debate among sales and marketing folks. Marketing thinks sales doesn’t follow up on the leads they generate, and sales doesn’t think marketing generates any high-quality leads.

For years, this was just an accepted state of the union. Over my career, I’d like to think I did my part to break down the barriers by spending time with sales, visiting prospects with them, giving them an opportunity to share their experiences and using that feedback to create more sales-friendly marketing campaigns.

But today there’s still too much misalignment. Next year must be the year you break down the walls and perfectly align sales and marketing to produce revenue growth and business results for your company.



Make An Awesome Customer Experience Your Ultimate Marketing Tool

A marketer’s job is to carefully evaluate, prioritize and execute a set of marketing and sales tools to drive leads and revenue. When you’re focused on marketing that drives revenue, an awesome customer experience may be the greatest tool to have in your arsenal.

That’s because your customers become advocates, and your advocates become a part of your marketing. They even start doing some of your marketing for you. This is called advocacy marketing.

It’s pretty amazing – and it makes total sense.



2018 Planning Tips: Inbound Marketing’s Role In Demand Generation Plans

You Need Inbound Marketing As Part Of Your 2018 Demand Generation Strategy

In 2017, there was a dramatic drop in focus on inbound marketing tactics and an equally dramatic increase in more proactive marketing-awareness-related tactics. As you move into 2018 and start doing planning for next year, youre going to want to look carefully at the mix of tactics in your plan.

When you look at Google Trends data, inbound marketing is still a highly searched term, while demand generation is searched much less frequently. But conversations with CEOs and CMOs show businesses are much more interested in a proactive demand generation methodology than an inbound methodology.



2018 Planning Tips: Step Up Your Social Media Game To Grow Revenue

Shift Your Focus From Publication To Promoting And You’ll See Lift

Digital marketing gurus everywhere are still desperately trying to figure out what to do with social media. Everyone agrees that its an excellent vehicle for getting your message out (especially if youre a B2C company), but do you create social media lead generation? The jury is still out.

Yes, you can run fun campaigns and drive a ton of likes, follows, friend requests and connections, but how valuable is all of this? How does campaign success like this impact revenue growth, and how do you calculate ROI on metrics like friends and followers? These are great questions to ask.



2018 Planning Tips: Content Marketing Converts Visitors Into Leads And Leads Into Customers

Answer Questions, Understand Prospects Concerns And Educate, Educate, Educate To Drive Revenue

Youre going to be creating content in 2018, but what content, for whom and in what formats?

These are all questions that you need to answer before you type even one word. Writing content to simply have content is a waste of time. If your content marketing is not turning visitors into leads, leads into sales opportunities and sales opportunities into new customers, why do it?

Content marketing that works always comes from a well-thought-out, orchestrated content strategy. When you look at all of the places content lives, its no wonder an orchestrated strategy is the difference between success and failure. You have content on your website pages, you have content offers on your site, you have content in your lead nurturing campaigns and you have content in your educational email campaigns. You have content in the sales process, and you have content that is designed to help with awareness, consideration and decision-making.



2018 Planning Tips: Website Upgrades To Drive Lead Generation

Everyone Has A Website, But Hardly Anyone Has A Website That Generates A High Volume Of High-Quality Leads

I want you to go look at your company website. What do you see? Do you see compelling, emotional and disruptive messaging that tugs at your heartstrings and motivates you to act?

Do you see a variety of offers for people at all stages of the buyer journey? Do you see a compelling bottom-of-the-funnel offer that is not take a demo? Do you see a site that is easy to navigate? Do you see a site that works just as well on phones and tablets as it does on laptops?

I hope youre good to go on all these aspects of your site. But if your site is like most of the sites we see all day every day, several of the aspects mentioned above could use an upgrade. Now that 2017 is coming to an end, you should be planning aggressively to make those upgrades early in 2018.

Keep in mind that your site is much more than a collection of pages that prospects look at. Your site impacts how you rank on Google. Your site impacts how your prospects view you even after they get into the sales process. Your site is at the top of your funnel. In 2018, make sure you have that strategic perspective on your website and invest in it accordingly.