Revenue marketing in the Digital Age

Anne Murlowski, VP of Marketing at Terminus, explores revenue optimization strategies. Over the last few years, businesses have focused heavily on efficiency, forcing marketers to adopt a revenue marketing mindset. Despite the challenges with measuring brand awareness efforts, marketers must be able to demonstrate a clear link between brand activities and revenue. Today, Anne discusses revenue marketing in the digital age.

About the speaker

Anne Murlowski

Terminus

Anne is VP of Marketing at Terminus

Listen to the SaaSy Podcast

Part 1 Revenue marketing in the Digital Age
Part 2Strategy alignment vs. tech solutions

Show Notes

02:07

Adopting a revenue marketing mindset in the digital age

Revenue marketing focuses on moving marketing beyond a cost center to a revenue-generating function. Marketers must connect brand-building efforts with tangible revenue outcomes, articulating the value of marketing initiatives both internally and externally to stakeholders.
03:36

Connecting brand activities to revenue generation

Connecting brand activities to revenue requires holistically understanding the customer journey beyond last-touch attribution. It involves recognizing the influence of brand awareness efforts, such as podcasts, on driving conversions, even when direct attribution is not apparent.
05:49

Building the case for brand awareness

A targeted approach to brand awareness campaigns, using target account lists and ICPs allows marketers to correlate brand exposure with organic, direct, and sales outreach results. This holistic view builds trust and demonstrates the value of brand awareness beyond last-touch attribution.
08:21

The role of marketing in brand visibility and sales

Relying solely on a strong brand without marketing support is insufficient as customers need to be informed about products. Companies are realizing the necessity of maintaining diverse channels despite challenges in measurement, as they contribute to sustaining pipeline growth.
09:48

Channels for driving revenue in the modern era

Revenue marketing involves surrounding target accounts and buying committees with messages across multiple channels. Channels include contextual ads, LinkedIn ads, personalized outreach, podcasts, and authentic thought leadership from executive teams.
11:30

The evolution of B2B influencer marketing

With tactics from B2C becoming prevalent in B2B, industry professionals are leaving their jobs to become B2B evangelists. Ultimately, B2B influencers are leveraging their experience to build trust and become thought leaders through channels like LinkedIn and podcast tours.
14:33

Establishing baselines and tracking brand marketing impact

Setting baselines is crucial for marketers to assess the impact of their efforts. By establishing baselines before implementing strategies, marketers track progress effectively and attribute results to specific initiatives, gaining credibility and buy-in from stakeholders.

Quotes

"Last touch attribution is a leading indicator, but it becomes somewhat meaningless in a buying committee of 10 people at a business making decisions, because you don't know who necessarily is going to complete the form." - Anne Murlowski
"If you're not using a target account list, or a specific ICP for your brand awareness activities, you're not going to be able to make the correlation to revenue." - Anne Murlowski
??"Just putting out a good brand and being the best with no marketing support wont get people to come buy from you. How are you going to tell them about it? Telling them about it is marketing." - Anne Murlowski
??"I think every marketer has struggled to get their CEO to post on LinkedIn. But when it happens, it becomes a very strong channel for utilization of your product and an increase in pipeline later." - Anne Murlowski
??"We're seeing more people leaving their day jobs as whatever role they are, and becoming B2B evangelists, doing podcast tours and posting on LinkedIn in almost the same way that it was happening on B2C." - Anne Murlowski