Yesterday I was the guest speaker at an IdeaLaunch Webinar – the slides are imbedded below and on Slideshare. The discussion focused on 4 takeaways:

• Content Marketing drives the revenue engine.
• Good content is “sticky and spreadable” and digital video is hot.
• Strategy should be driven by a Revenue Architecture.
• A case study illustrates an integrated marketing campaign.

We introduced some context slides on digital marketing building on Byron White’s introduction to content marketing best practices. I then took a deeper dive into digital video marketing which is taking off for both small business and enterprises.  We discussed the revenue engine and I introduced the concept of a building a “Revenue Architecture” that defines the critical elements of a revenue engine. Here is my definition:

A Revenue Architecture is the blueprint for a revenue engine to attract, nurture, sell and expand profitable relationships with chosen customers.

We talked about the Revenue Architects approach including our scorecard model and how this applied to a particular client case. We explored the revenue engine for a leading technology Value Added Reseller (VAR) and described how we helped them shape an integrated marketing campaign using a mix of content including video, solution briefs, white papers and emails all engineered in a marketing automation platform and tied to a social media awareness campaign.

Enjoy the slides via Slideshare. Had this been recorded as planned, I would send you to the webinar itself, but unfortunately there were technical glitches and we don’t have this one on “tape”. Next time! Contact me jcstone@revenuearchitects.com if you want me to take you through the content one-on-one!  Good luck and good selling!

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