After helping +300 companies and CMOs to scale, Michael Humblet & Philippe Ruttens will share their most effective Marketing & Sales strategies and tactics to win customers and accelerate your pipeline. In this very hands-on keynote, Michael & Philippe will dig deep into 8 concrete cases & steps to prioritise your revenue marketing & sales tactics in 2020, and benefit from learnings gained at some of the most successful European scale-ups, corporates and help you grow faster. They will also cover through additional questions their own experience of working on both the Marketing & Sales sides, helping you to integrate both domains at best, measure your ROI jointly and accelerate your funnel conversion. About the speakers: Michael Humblet - Founder Chaomatic - maximising your revenue through winning sales strategies Michael Humblet is obsessed with designing, building and scaling sales engines and founder of Chaomatic, focused on unlocking & maximizing revenue growth trusted by over +207 companies. He is a seasoned sales strategist who served in different Sales Leadership functions. Philippe Ruttens – B2B ROI Marketing Coach Bringing over 25 years of experience as a B2B marketer, Philippe coaches CMOs and helps sales & marketing teams transform faster into ROI-driven revenue marketing centres of excellence. Leveraging his multi-sector consultant/interim manager expertise developed at firms like Accenture, EY, MasterCard and Iron Mountain, he combines his strategic demand generation vision with a pragmatic people- and ROI-focused operational approach to help teams achieve their commercial objectives faster. www.ruttens.com

2. B2B Marketing is like Swimming in a Lake of Rejection

3. Take a step back and become a Revenue Marketer in 2020

4. 2020 Marketing is about REVENUE & PIPELINE
TRADITIONAL
MARKETING
1960s - 2000
PIPELINE
MARKETING
2020s -…
DEMAND
GENERATION
2010s -…
REVENUE
MARKETING
2015s -…
LEAD
GENERATION
2005s -…

5. “When do I close the deal ?”

6. The Customer Buying Journey
Use &
Expanse of
service
BUYER CENTRIC
AWARE
of a problem
EDUCATE
To gain insight SELECT
Right service
INTEGRATE
Service into daily life

7. Where & When does your Marketing boat risk sinking?

9. is the new SalesStatement by
NOT SELLING

10. “how do we build a high
performing marketing
team?”

11. Marketeer Team setup : hire a marketeer
Head of Marketing
Michael@chaomatic.com
Responsible for:
• Branding
• PR
• Lead Gen
• Events
• ….

12. Inbound
Outbound
10%
90%
Match Your Marketing team to your Acquisition strategy

13. Inbound
Outbound
Inbound
Outbound
Inbound
Outbound
10% 50% 80%
90% 50% 20%
By scaling Inbound through marketing & SDR you will build more scale &
a predictable Revenue machine
Match Your Marketing team to your Acquisition strategy

14. MQL
SQL
Your Revenue Marketing ENGINE
Traditional Marketing Revenue Marketing Team
Production Distribution Qualification
Responsible for:
• PR
• Branding
• Events
• Content & Adds
Responsible for:
• Thought Leadership
• Events/Webinars
• …
Responsible for:
• Adds
• Funnel, Landing Page
• ….
Responsible for:
• Inbound qualification
• Marketing Cadences
• …

15. High Performance Marketing team setup
Responsible for:
• Strategy
• Planning
• Glue
Head of Marketing
Responsible for scale &
distribution
• Scraping, building list
• Funnel management
• Scale Social
• Marketing automation
Growth Hacker
Helps to create quality
content (and has an
SEO focus)
Content Creation
Responsible for Design,
Landingpages, Marketing UX
Design
Helps with organizing
events, planning &
practical setup
Events & tradeshows
Depending on the business type

16. LOREM IPSUM DOLOR SIT AMET
Place, date
GROWTH BASICS
DASHBOARD
PERFORMANCE
(campaigns)
MQL &
OPPs
REV / CPL
ENGAGEMENT
ENG RATE
(website,
social)
CONVERSION
(goals, downloads,
registrations, CTR)
QUALITY
MQL->SAL
MQL -> CW
OPP
Creation %
Win %
TEAM EFFICIENCY
BEST PRACTICES
KEY GAPS/RISKS
BOOST
Campaign,
channel, etc
REDUCE
Campaign,
channel, etc
COMPETITION BRAND
GTM
(campaigns)
TIME
(Demand
Gen %)
BUDGET & TEAM
PERFORMANCE
(channels & content)
VELOCITY
CHANNELS
REV / CPL
CONTENT
REV / CPL
REV ROI
DAYS from
MQLs – OPPs - REV
CONTRIB
(Pipeline%)
High Performance Marketing requires the right KPIs strategy

17. is (also) when your
customers BECOME
your marketing team…
Statement by
MARKETING ROI

18. “OK, Michael, so how do I create a
strong revenue marketing engine?”

19. What Customers do you want ?
Dream
Customer
Their Main
Problem
BAIT
Your
Solution

20. But what is real Value?
AS A SERVICE
INSPIRATION EDUCATION
TELL ME,
make me
dream, show
me the
potential
TEACH ME so
I can do it
myself, give
me tools and
examples
DO IT FOR ME,
unburden Me
Sales of your
product or Service
EXPERIENCE
Let me
feel/experience
it so I never
forget

21. Building Bait : the value ladder
Survey
Mini-Guides
Canvas
Meetings/buy
AS A SERVICE
INSPIRATION
EDUCATION
Use Case
Events

22. The Value Ladder
Do you want it ?
https://schoolofsales.org

23. Tactics: ABC & Get that email
Always offer a
choice
CTA’s that work

24. Tactics: try to say No

25. “Hey Michael, I”m lost... How do I
Build a Production Content Machine?”

26. Scale with what you LOVE
Video Written Audio
The Mega Secret OF
Michaels Lazy Strategy Approach

27. Build the Machine: Batch production
BATCH PRODUCTION = Every 6 weeks = Content for 15 weeks
Morning:
5 x Sales Acceleration Shows
Afternoon:
10 x Other Video’s
DISTRIBUTION
VideoVideo

28. Map your content & stories to your personas and buyer channels

29. Build the Machine: Scale Multichannel
VIDEO AUDIO WRITTEN
BATCH 15 video’s + 15 podcast + 15 Blogs = 45 content pieces

30. “So Philippe, what should I do to structure my
sales storytelling to accelerate revenue?”

31. From SINK to FLOW –
Transform your Marketing Engine in 5 phases

32. Create
Production & Distribution
Convert
Sales Skills & Close
MARKETING FUEL
Converse
Bait & Production
SALES MACHINE
Pipeline velocity
Your B2B Revenue ENGINE

33. 1. Operations
2. Journey
3. Team Setup
4. KPI Dashboard
5. Value Ladder
6. Content Machine
7. Multi-channel
8. Pitch
Get deals in 2020: 8 key tactics

34. Learn more
DISCLAIMER
These trainings and audit may contain strong language, moderate pain and
scenes some attendees might find offensive. Don’t hold us accountable.
ruttens.com/audit michaelhumblet.com
THE 30-MIN
AUDIT
WEBCALL

35. May the Sales be with you !
Grow your Marketing ROI to 500% !