What is Revenue Marketing?

The B2B buying cycle has changed.

There are more buyers in the process. The process takes longer. Buyers are doing more research online before connecting with a salesperson. The marketing focus has changed, and so has the pathway to sales. These are just a few reasons why major companies are turning to a Revenue Marketing strategy.

What Is Revenue Marketing?

We’ve seen an evolution in the way companies are approaching their outreach. Beyond traditional marketing, lead generation, and demand generation, Revenue Marketing is a systematic approach to the sales process.  It starts by identifying the opportunities and barriers to making sales. Using constant measurement to determine what’s working and what’s not, marketers can better identify the ROI.

Revenue Marketing uses a strategic approach coupled with marketing automation technology to create predictable and scalable qualified leads. It goes beyond aligning marketing and sales. It’s a blended approach to the entire process that demonstrates the relationship between marketing and sales to drive revenue with continuous improvement.

How B2B Marketing Drives Revenue

Revenue Marketing can increase sales in trackable ways. Here are the top 10 ways B2B marketing drives revenue:

  1. It tracks lead behavior with content (website, email, landing pages, forms)
  2. It automates the qualification process
  3. It scores and qualifies leads
  4. It prioritizes hot leads for a rapid response
  5. It segments and nurtures leads with content appropriate to where they are in the customer journey
  6. It keeps your brands and products top-of-mind
  7. It helps nurture and build relationships
  8. It frees up time for sales reps to focus on leads with a higher likelihood of converting
  9. It generates data and analysis to optimize marketing
  10. It tracks ROI in concrete terms and avoids “fuzzy math”

A Revenue Marketing strategy is a measured approach to find, nurture, and retain the most valuable customers. It focuses less on short-term tactics and places a premium on high-value clientele.

Integrated with a company’s CRM, automation builds an efficient sales engine that never sleeps!

What Percent of Your Revenue Should Be Spent on B2B Marketing?

On average, marketing budgets make up 11% of total company funds. That number will vary by industry and market. A study done by Deloitte and the Duke/Fuqua School of Business showed these industry benchmarks:

  • Communications, Media      13%
  • Consumer Services                 7%
  • Education                                 2%
  • Energy                                       3%
  • Healthcare                             18%
  • Manufacturing                      26%
  • Services, & Consulting         30%
  • Tech, Software                      25%
  • Transportation                        8%

A Revenue Marketing strategy can track and optimize is customer acquisition cost (CAC). The more efficient your CAC, the bigger you can grow your profit margin.

Creativity + Data = Sustained Growth

When you’re looking for a B2B agency to help develop your Revenue Marketing strategy, you need a team that values creativity and data. A creative idea is only great if it leads to the result you want: revenue. Data helps track performance and optimize marketing efforts to create more conversions. The best B2B agency won’t just create campaigns but develops long-term relationships that lead to lasting growth.  And, lasting growth is the goal of every Revenue Marketing initiative.

About the author

Jeff Risley is the Chief Growth Officer at Saxum, a digital agency obsessed for good. You can follow him on Twitter and LinkedIn for insights into brand strategy, digital marketing, and public relations.