Sharon, Massachusetts, April 29, 2013 — A new revenue generation process that drives sales and profitability for business-to-business (B2B) companies has been introduced in a new free whitepaper, “Understanding the New Revenue Generation Process: How to Ignite Demand for Your B2B Brand.” The paper, from integrated marketing agency Tiziani Whitmyre, Inc., is available to download here.
“Jump starting growth is possible in a lukewarm economy. But business as usual won’t get it done. It must be ignited by a new way of thinking; one that builds initiatives around business outcomes, not marketing activities. And those outcomes must emphasize revenue generation to be relevant in a successful growth strategy,” said Rick Whitmyre, Tiziani Whitmyre, Inc. president, and author of the paper.
“While specific marketing tactics can achieve results, they are focused on transactions, and individually, do not build customer relationships or stimulate growth. B2B marketers must blend process with technology to continually drive revenue in a highly measurable way.
“At Tiziani Whitmyre (TW), we call this approach the “revenue generation” process. Not a series of marketing tactics or projects, the process synthesizes best-practice technologies, tools, and strategies to create a holistic approach for sustained customer engagement and revenue growth. It is a highly efficient process — maximizing resources and eliminating waste,” Whitmyre said.
The new revenue generation model consists of five steps that operate as a continuous process:
- Step 1: Content Development
- Step 2: Promotion
- Step 3: Web-to-Lead Conversion
- Step 4: Lead Nurturing and Scoring
- Step 5: Analytics and Evaluation
The white paper details each of the steps in how-to fashion. Examples demonstrate the real-life results achieved by B2B companies that employ the new process.
“The five-step process provides a simple framework to organize the multiple tactics and elements employed by most B2B marketing teams. It facilitates coordination and collaboration with the sales department, and bridges the gap that exists when leads are passed on for sales closure. In addition, the process helps simplify the application of today’s complex digital technologies — making it much easier to select the digital channels and analytics that support revenue growth,” Whitmyre explained.
“The new revenue generation process gives B2B marketing leaders the opportunity to own and drive business results in a highly effective and measurable way. Now, CMOs can own out-of-period revenue, and calculate their true contribution to the income statement,” he said.
Download the new free whitepaper, “Understanding the New Revenue Generation Process: How to Ignite Demand for Your B2B Brand.”
The brief is the latest publication in the agency’s “Strategic Marketing Series” of management briefs and white papers.