As CMO, you are expected to contribute to the revenue goal. The benchmark for this contribution is 30%. How are you going to get there?
More email campaigns? Those don’t work anymore. Email open rates have declined to 4.4%, according to Google. The chances of getting an email through to the decision maker is very low. And the chances of them taking the call to action are even worse. The new informed buyer has made email prospecting unproductive.
So what’s the solution?
Most b2b companies have plans in place for new prospects. There are demand gen tactics, content marketing strategies, lead nurturing paths, etc. A new prospect or lead has several touch points for your business. But what about your current accounts?
There is a gap to be filled here. In most cases, marketing disappears once the lead becomes an opportunity. Sales takes over, gets the deal signed. Marketing then focuses on the next live prospect and the new customer is largely ignored. This is a mistake and a missed opportunity. We all know there is more revenue to be generated after a deal is signed. And marketing can help.
Simply put, marketing helps sales build on the relationship. They provide the right content at the right time. They watch for digital behavior highlighting customer issues. They provide vital information about the accounts that sales might otherwise never have known.
This sounds ideal. But how do you actually do this? Learn the step by step process by downloading our Customer Marketing Plan. This plan explains how marketing will grow revenue inside of existing accounts.
This process has 3 comprehensive steps to help marketing create revenue from current customers. The first step is outlined below.
Step #1: Define a Vision.
What are the sales goals within the account? There are several steps to take here, including:
- Defining the key personas within targeted accounts. Who should marketing be paying attention to?
- Plotting key personas in the buying process. Where are they currently?
- Determining the plan to move the key personas further down the buying process. What is the plan to get the personas to take the desired action?
This stage is finished only when marketing and sales are completely aligned. The marketing department understands the current status and goals for each customer. To learn more, including steps #2 and #3, download the plan here.
Be sure to keep these in mind for success:
- This is not a linear process. The customer will not always take the path that sales and marketing have selected. Steps will be repeated, and changed along the way until the next deal is signed.
- Communication between internal teams is key. What does sales understand that marketing needs to know and vice versa? You cannot be successful if the information is siloed within your organization.
Download the Customer Marketing Plan here. Understand the steps that will enable marketing to create revenue inside of existing accounts.