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Revenue Strategies


This section highlights news, announcements and advancements in the area of Revenue Performance Management. The B2B market is increasingly subscribing to the “work backwards” approach to predict revenue and better manage the pipeline.

ICON14: Tips For Personalizing Emails, Nurturing Leads

Infusionsoft ICON LogoMany B2B marketers struggle to determine how many emails they should be sending. But with Forrester Research estimating that 838 billion marketing messages were sent in 2013, businesses also are tasked to send relevant, timely and compelling emails to stand out.

“You want to take a look at how many objections you have — whether it is price, complexity of the services, or whatever it is — and as many objections as you have, you should have the same number of emails to address those concerns,” Tyler Garns, Founder of Box Out Marketing and former VP of Marketing for Infusionsoft, told an audience at ICON14.

  • Written by Kim Ann Zimmermann, Managing Editor
  • Category: Revenue Strategies
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Demand Metric Summit: Finding Common Ground For Sales Enablement

DemandMetric EnablementSummitJesse Hopps, Founder and CEO of Demand Metric, said one of the key challenges for companies looking to improve their sales enablement process is a lack of a common definition. The strategy is defined by its functions rather than benefits, he explained during a keynote presentation at global marketing research and advisory firm’s inaugural Sales Enablement Summit.

Demand Metric defines sales enablement as “the practices, technologies and tools that improve the performance and productivity of the sales organization” and “sales enablement drives revenue by directly impacting the sales teams’ ability to close more deals,” Hopps noted.

  • Written by Sal LoSauro, Senior Editor
  • Category: Revenue Strategies
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Using Predictive Modeling To Boost Conversions

MarketoSummit 2014CA Technologies’ marketing department was generating a steady flow of leads through a variety campaigns, so volume wasn’t a top concern. However, the management software and solutions firm wanted to get better at identifying which of those leads would most likely convert to sales.

To accomplish that goal, Beki Scarbrough, Senior Director of Demand Generation, told an audience at the recent 2014 Marketing Nation Summit that her team decided to look beyond the standard sales funnel. “It is important to recognize that there are leads, names and contacts completely outside of the funnel. That’s where you need to go.”

Content Is The Currency Of The Social Selling Professional

shutterstock 110678570Social selling is the new way to work for many sales people. As they tap into social networks to interact with potential and current clients and extend their personal brand, B2B marketers are beginning to navigate this new selling approach and determine the best strategy to support the efforts.

“Is is really an opportunity for marketing to empower and enable the sales force to leverage content as their currency,” said Jill Rowley. Rowley recently started her own social selling consultancy, #SocialSelling, after heading up Oracle’s social selling initiative. “What social selling is doing is creating an army of mini marketers where everyone in the company is sharing and creating content.”

  • Written by Kim Ann Zimmermann, Managing Editor
  • Category: Revenue Strategies
  • Hits: 7584

Skura Upgrades Sales Enablement Platform For Greater Visibility

SkuraSales enablement provider Skura Corp. enhanced its Skura SFX technology platform to provide greater levels of insight, visibility and auditability throughout the entire sales process.

This next generation technology, which the company calls adaptive sales enablement, is designed to align customer interests and behavior with the content, messaging, and activities of sales and marketing teams.

Need For Nimble, Customer-Centric Marketing Highlights 2014 Sales Acceleration Summit

Sales Acceleration Summit 2014B2B marketing and sales professionals must work together to meet the ever-changing needs of buyers. To be successful, marketing and sales teams need to personalize their communication with their audiences as they nurture them through the buying cycle.

At the 2014 Sales Acceleration Summit — hosted by — more than 20,000 marketing and sales executives virtually gathered to attend roughly 80 presentations, looking to educate attendees on best practices for nurturing leads, optimizing the sales and marketing relationship and leveraging content throughout the sales funnel.

  • Written by Brian Anderson, Associate Editor
  • Category: Revenue Strategies
  • Hits: 2887

Demandbase Adds Automated Audience Building To Retargeting Platform

DemandbaselogoDemandbase, a B2B targeting and personalization platform provider, announced a new advertising feature to automate the creation and optimization of business audiences for B2B retargeting.

The new functionality builds on the company’s recently released retargeting solution designed to help B2B marketers increase awareness and build influence. The complete retargeting solution combines the new programmatic audience functionality based on interests identified from customer web traffic with programmatic ad buying to automate B2B retargeting, according to company officials.

Turning Up The Volume On Revenue Marketing at REVTalks

REVTalks logoRevenue marketing impacts a number of initiatives — sales and marketing alignment, demand generation and lead management, just to name a few.

The Pedowitz Group recently brought together a number of senior marketing executives for targeted discussions about the topic of ROI and how it relates to the various aspects of marketing. The event, titled REVTalks 2014: The Revenue Marketing Summit, was modeled on the popular TEDTalks, which offer short presentations with focused themes.

  • Written by Kim Ann Zimmermann, Managing Editor
  • Category: Revenue Strategies
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LeadMD Rolls Out New Learning Platform Focused On Marketing ROI

leadmd-logoLeadMD announced a new online learning platform centered on marketing and marketing automation education for professionals. Navigate by LeadMD aims to help professionals make the most of their marketing investments by featuring thought leadership, tutorials, online classes and other learning resources, according to company officials.

"So often companies make a big investment in marketing tools, then don't have the time or resources to really get the full return on their spend,” said Justin Gray, LeadMD's CEO.“Instead of an out-of-the-box training option that gives an overview rather than a precise approach, the Navigate platform lets users choose the learning that they need specifically to fix a problem or understand a marketing function."