Are you & your marketing team #RECESSION-PROOF? How can you protect your 2020 budget? Do you have a ROMI above 300%?... if not, best of luck ;) WATCH my #Revenue & #ROI #marketing #webinar https://buff.ly/2YQK2iY or DOWNLOAD my 25 steps PDF https://buff.ly/2YQK3Dy

1. LOREM IPSUM DOLOR SIT AMET
Place, date
INSIGHTS -> STORIES ->
TRUST -> REVENUE -> ROI

2. FROM ZEROI to HEROI… MARKETEERS ON STEROID!
2
TO
• RM6
• Leads quality and funnel stages
• #MarTech paired with revenue reporting
• MOFU -> Nurturing
• Budget ROI -> Sales pipeline
• Attribution modelling
FROM…
• TOFU
• Brand only
• Overhead, “brochures” function
• 4Ps (only)
• Lack of data/insights
• eMail clicks, pageviews, downloads

3. HEADER 1
HEADER 2
HEADER 3
HEADER 1
HEADER 2
HEADER 3
You can VOTE (3 polls)
Please ASK MANY questions too !
WHAT I WILL COVER TODAY
1- Your choice: COST 2- My 5 phases: Transform to 3- Deep dive on FOCUS
or PROFIT center? Revenue Marketing and (re)BUILD steps

4. DO YOU REALLY KNOW? 5 Qs FOR YOU…
4
https://www.webstrategiesinc.com/blog/what-is-a-good-marketing-roi

5. YOUR CUSTOMERS EVOLVED, BUT DID
YOUR MARKETING & SALES TOO? HOW?
5

6. WHAT DO CMOs WANT MOST (FOCUS)?
6

7. MOST IMPORTANTLY, WHAT DO CEO/CFOs WANT?
7
“Almost 70% of CEOs now expect CMOs to lead
revenue growth, and 7 out of 10 CEOs believe their
company wastes money on Marketing initiatives"
CMO Council & Deloitte

8. 8
BUT WHICH ROI? WHAT ARE “IDEAL” KPIs?...
BECOME YOUR CFO BFF !
•
•
•
•
•
•
Q1

9. 9
MARKETEERS & CMOs WILL STUGGLE.. UNLESS THEY
RE-BALANCE THEIR DASHBOARDS AND PRIORITIES
Source: Raconteur – Future of B2B Marketing (2025)

10. LOREM IPSUM DOLOR SIT AMET
Place, date
BUDGET & TEAM
PERFORMANCE
(campaigns)
PERFORMANCE
(channels & content)
ENGAGEMENT
QUALITY
TEAM EFFICIENCY
VELOCITY BEST PRACTICES
KEY GAPS/RISKS
CHANNELS
REV / CPL
CONTENT
REV / CPL
BOOST
Campaign,
channel, etc
REDUCE
Campaign,
channel, etc
REV ROI
MQL &
OPPs
REV / CPL
DAYS from
MQLs – OPPs - REV
ENG RATE
(website,
social)
CONVERSION
(goals, downloads,
registrations, CTR)
MQL->SAL
MQL -> CW
OPP
Creation %
Win %
COMPETITION BRAND
GTM
(campaigns)
TIME
(Demand
Gen %)
CONTRIB
(Pipeline%)
YOUR “SUCCESS” SCORECARD SHOULD COVER
MOST OF THESE 9 KPI DOMAINS

11. 11
INSIGHTS & STORIES DRIVE TRUST AND REVENUE:
2020: THE RISE OF STOROI MARKETING
https://businessesgrow.com/2019/08/12/disr
upted-through-stories/

12. 12
B2B MARKETERS NEED TO ANALYSE & SHARE
“STOROIs” FOR THREE COMMUNITIES

13. YOUR PAIN 1- KNOW/MEASURE YOUR IMPACT?
13
https://demandspring.com/blog/2019-revenue-marketing-b2b-benchmark-report/
PIPELINE CONTRIBUTION
METRICS USED

14. YOUR PAIN 2- PROTECT/SECURE RESOURCES ?
14
Source: Gartner CMO Spend Survey 2018–2019

15. YOUR PAIN 3- HOW TO GROW YOUR ROI?
15

16. WELCOME TO REVENUE MARKETING…
16
Q2

17. HOW CAN YOU TRANSFORM TO A REVENUE
& ROI ENGINE IN 5 PHASES… OR LESS
17
TODAY’S DEEP DIVE

18. Q3 18 #IGNITEB2B

19. 1.1- SELF-AUDIT
19
https://www.bizible.com/blog/optimizing-channel-mix-for-
revenue-roi
Social Impressions
Website pageviews
Website Visitors
Website goals (excl Track shipment)
Website goals conversion
Website NEW visitors
Clicks/Likes/Shares
Content Downloads
Event Registrations
Engagement rate
Leads acceptance rate
Total Days OPEN LEADS
Total Days OPEN OPPS
MQL-CW rate
Paid media conversion rate
MQL-OPP rate
MQLs
SALs
SQLs
OPPs
CWs
Budget Demand Gen (excl Payroll)
Pipeline created
Pipeline contribution
Revenue generated
CPL
RPL (CLTV year 1)
Campaigns ROI (SFDC budget vs REV)
Budget ROI
ENGAGEMENT-WOWFUNNEL-GROWROI-BOOST

20. 1.2- Mini-Audit: AS-IS -> TO-BE
20
Marketing Function Key Metrics & Cost Current
Forecast
(6 months)
Change Due
To Marketing
Automation
Notes

21. 1.3- Build you top 5-10 “stories” questions
21
CATEGORY / SECTION MAIN QUESTIONS
NEED TO SELECT PRIORITY ONES PER MONTH
BUDGET ROI (revenue, profit, CPL vs RPL) Which type of LEAD or OPP are most revenue-generating?
Which type of CHANNEL or CAMPAIGN are showing highest ROI (profit)?
Which channel is most profitable overall? (event, email, etc)
What type of campaign (multi, content etc) are most profitable?
What is our CAC/CLTV (year 1) per region and service line)?
What is our pipeline contribution per SERVICE LINE and REGION?
PERFORMANCE (campaigns & channels) Which combination of EMAIL & EVENT is showing best ROI: Time + cost vs REVENUE?
Which CAMPAIGNS (types) are best performing in LEADS & OPPS?
Which campaign (types) show besty conversion rates? Why?
Which campaign & channel is generating HIGHEST REVENUE per deal?
PERFORMANCE (content) What type of content asset is creating highest engagement?
Which content assets are generating most leads?
Which content assets show best conversion into OPPS and Revenue?
Which landing pages are showing highest engagement & conversion rates?
What are the optimal CONTENT & CHANNEL campaign mix for each service line ?
ENGAGEMENT (WOW brand, social) Which social channels are best performing for engagement?
Which day/time shows best engagement?
Which competitor activity can we learn from in terms of engagement?
VELOCITY (BOOST speed) What is the number of days from FIRST TOUCHPOINT to MQL
How to reduce AVERAGE DAYS of open leads? Where to focus on?
How can we speed FUNNEL VELOCITY ?
How can we reduce number of OPEN leads? Where to focus on?
What are the differences in OPEN DAYS per stage from MQL to CW?
Which LEADS and CHANNELS (webinars, events etc) are showing faster velocity?
QUALITY (BOOST conversion) What is our 6-month trend? How can we improve INQ -> MQL conversion rates?
What is our 6-month trend? How can we improve our WIN RATE?
What is our 6-month trend? How can we improve MQL -> SAL acceptance rates?
What is our 6-month trend? How can we improve acceptance rate?
What is our 6-month trend? How can we improve LEAD QUALITY ?

22. 1.4- Zoom on 20-80 channels &
campaigns
22
Main Goal Priority Owner Support Category Client Project Urgency Impact Efforts Term Priority ROI DO By end Mar
4 PR HV Team 3 2 1 1 3 100% 500%
3 PR HV Team 3 1 1 1 3 0% 500%
4 PR, SMEs M2, LB(?) Campaign 3 1 1 1 2 0% 400%
1 PR, SMEs AJ Campaign 2 2 1 1 2 100% 300%
1 PR, SMEs AJ Campaign 2 2 1 1 2 100% 300%
6 PR, SMEs AJ Campaign 2 2 1 1 2 100% 300%
2 PR JS, LB Campaign 2 2 1 1 2 100% 300%
1 PR, SMEs Campaign 2 2 1 1 2 100% 300%
7 PR M2, LB(?) Campaign 2 2 1 1 2 100% 300%
3 PR JS, LB Campaign 2 1 1 1 2 0% 300%
4 PR KN ABM 3 2 2 1 3 0% 250%
3 PR DS ABM 3 2 2 1 3 0% 250%
7 PR AJ Content 1 2 1 1 2 100% 200%
1 PR JS LB 1 2 1 1 2 100% 200%
6 PR JS Channels 2 2 1 2 2 100% 200%
5 PR JS Team 2 2 1 1 1 100% 200%
3 PR AJ Content 2 2 1 2 2 100% 200%
Category Branding
Website
Integration platform
Release marketing
Online sales
Team transformation
Process & Dashboard
Campaign
Planning/Strategy
WOM
Audit/Research
Employer Branding
Product Marketing
Urgency 1 Can be 2018
3 To be fixed ASAP (3-4 months)
2 Must happen by Dec 2017
Priority 3 High (urgent or important)
2 Medium (must-have, important in medium- or long
1 Low (nice-to-have, optional)
Efforts 3 High (5-10 days)
(team+external) 2 Medium (2-5 days)
1 Low (1-2 days max)
Impact 3 High (new business, visibility boost, more than one
2 Medium (improving/optimising, specific, one BU on
1 Low (nice-to-have, less urgent/important)
2 Long (2017-18)
Term 1 Short (Quick fix)
7 Brand visibility & positioning
Goals 6 Team transformation (long-term growth)
4 Automation (1-1, nurturing, efficiency)
5 Upselling, renewal or conversion
2 New leads
3 Content & online campaigns
1 Marketing structure & process

23. 1.5- Data-assess personas, pain points,
buyer journey
23

24. 1.6- Streamline your content calendar/plan
24

25. 25 #IGNITEB2B

26. 2.1- Develop 18-month roadmap across
7 key streams
26

27. 2.2- Align key stakeholders vision & goals
27

28. 2.3- Build your M&S process foundation (L2R)
28

29. 2.4- Coach your team and Sales (playbook,
talent mgmt, training plan)
29
Category Audience Priority Topic Facilitator/Responsible Supplier Format March April May June July
PERSONALISED TRAINING MKT Team 1 Digital Skills grading (see SmartInsigths) every month 2x30 minsSmartInsights Yes Self-online
STRATEGY & PLANNING MKT Team 1 Marketing ROI Philippe Yes 1-hr Webcall
MKT Team 2 Go-To-Market framework (from segmentation to reporting) TBC Yes Half-day + Self
MKT Team 1 Campaigns development & optimisation (journey, funnel) Kelly/Philippe Yes Self-online
MKT Team 3 Influencers marketing (ecosystem) TBC Yes 1-hr Webcall
MKT Team 2 Social selling (train-the-trainers, LI focus) Philippe Yes 1-hr Webcall
MKT Team 2 Branding in the age of digital customers (Human) TBC 1-hr Webcall
MKT Team 2 B2B Marketing trends & innovations Philippe 1-hr Webcall
DEMAND GENERATION MKT Team 1 Dashboards & Analysis Philippe Yes 1-hr Webcall
MKT Team 1 Lead generation & acquisition Amin & Philippe Yes Self-online
MKT Team 1 Lead nurturing LB - Amin & Philippe Yes Self-online
CUSTOMER EXPERIENCE MKT Team 3 Customer satisfaction & engagement Erin / Stephanie 1-hr Webcall
MKT Team 3 Insights & Research (incl. social listening, service) Erin / Stephanie Yes 1-hr Webcall
CONTENT MARKETING MKT Team 2 Planning (re-purposing, calendars) Aimée & Tom Yes Self-online
MKT Team 2 Distribution (own - earned - paid) SmartInsights Yes Self-online
MKT Team 2 Sales Enablement (with Sales Team) Kelly/Tom 1-hr Webcall
TOOLS MKT Team 1 Salesforce (Playbook refresh) + Pardot + Google Analytics / DataStudio -> CLR dashboardJoe 1-hr Webcall
MKT Team 1 Pardot (B2B premium version) / GCDC (one module per month) LB / Joe 1-hr Webcall
MKT Team 3 Growth hacking/ New digital tools available (automation, insights etc)Amin 1-hr Webcall
DIGITAL MARKETING RMSs 2 PPC/SEA (basics, localisation) SmartInsights basics Yes 1-hr Webcall + Self
RMSs 3 Website (journey, optimisation, localisation) SmartInsights basics Yes 1-hr Webcall + Self
MKT Team 3 SEO (on & offpage) SmartInsights basics Yes 1-hr Webcall + Self
MKT Team 2 Social media - LI, FB, TW, YT (monitoring, distribution, promotion)SmartInsights basics Yes 1-hr Webcall + Self
MKT Team 1 eMail marketing (conversion, tips, etc) SmartInsights basics Yes 1-hr Webcall + Self
MKT Team 3 3rd party (GDN, trade) Christian (LB) & Joe Yes 1-hr Webcall + Self
OTHER CHANNELS & CAMPAIGNS MKT Team 2 Events (pre, post, integration online) + Webinars Kelly Yes 1-hr Webcall + Self

30. 2.5- (re)Organise your MarTech-MOps
30

31. NOW COMES YOUR BIG, LONG “BATTLE”…
31

32. “On average, brands that improve CX increase
revenue 10-15% and lower costs 15-20%“ -
McKinsey
32

33. 33 #IGNITEB2B

34. 34

35. YOU MADE IT HOME…AS HEROI ?
35

36. LOREM IPSUM DOLOR SIT AMET
Place, date
 Nine Fresh Marketing Ideas to Boost Your B2B Revenue
 REVOps
 Inside the mind of your CEO: How to form a successful partnership
 The Revenue Architect
 LeadMD Revenue Acceleration Framework
 Marketing budget benchmarks (WebStrategies)
 The Ultimate List of Marketing Statistics for 2019
 https://www.ventureharbour.com/20-insightful-lead-nurturing-statistics-charts/
 https://vwo.com/blog/align-sales-and-marketing-growth-in-revenue/
 https://www.marketingcharts.com/business-of-marketing-80256
 https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964
 Content promotion tools
OTHER USEFUL SOURCES

37. LOREM IPSUM DOLOR SIT AMET
Place, date
GET YOUR SELF-AUDIT CHECKLIST
SOON ON RUTTENS.COM/LEARN
2020: THE RISE OF
STOROI MARKETING:
FROM ZEROI to HEROI in 25 STEPS