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7 Steps To Account-Based Marketing For Upsell And Cross-Sell Revenue

Driving Revenue With Marketing Tactics Doesn’t Always Mean New Customer Revenue

Account-based marketing is getting a lot of play in terms of new revenue and new customers.

But what about using it to drive revenue for current clients? Why not? A lot of the techniques are the same. Plus, your clients and customers already know you, so while you might be doing some of this already, a more structured account-based marketing plan targeted at current customers should produce more revenue and produce it faster.

The key to making this work is the same as when deploying account-based marketing for new customer acquisition. But as you’ll see below, some of the execution actually gets easier.

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Why Done Is Better Than Perfect When It Comes To Revenue Generation

Demand Generation Requires You To Go Live When Done, Instead Of Holding Until Perfect

At the risk of making all of the businesspeople reading the blog uncomfortable, you have to let go of this idea that marketing needs to be perfect before it’s launched.

Your website is ready to launch, but you just want to read it over one more time. No! Your new strategic messaging isn’t quite right, so you want to make a few more tweaks to it before you let us start using it. No! The new e-book needs one more round of revisions before youre comfortable making it public. No!

Why would I say something like this? This work represents your firm. If it’s not perfect, it’s a reflection on you. Taking extra time to make it perfect is going to pay off in the long run. We should be careful what we say publicly.

These are all valid points, but they don’t outweigh the power of moving work outside the safety of the agency and into the public domain for one reason and one reason only: You want marketing results and revenue generation. We want to get that for you, but to do it that work needs to see the light of day.

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How Does Inbound Marketing Play In A Demand Generation Marketing Strategy?

Today, Most Companies Are Executing A Blend Of Inbound And Outbound Tactics

When it comes to life and revenue generation, the answer is rarely white or black but rather many shades of gray. Most businesses today are deploying a blend of inbound marketing and outbound tactics, and theyre seeing positive results.

The mix of inbound and outbound really comes down to your budget, your goals and your timeline. When your budget is tight, you might have to wait a little longer to see results because you simply don’t have the resources to move the needle quickly.

But when you invest at the level matching your own business goals, a lot of inbound and outbound tactics come together to produce dramatic revenue-optimization results.

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Why I’m Changing My Title From Chief Inbound Scientist To Chief Revenue Scientist

It’s No Longer Marketing Or Sales; It’s ALL About Revenue

One thing is for sure; the pace of change is accelerating. What worked last year isn’t what’s working this year. The tools we used last year are different this year. The configuration of our programs looks dramatically different this year compared to last year.

We’ve been working with our clients for years to help them convert the leads we generate into new customers and revenue for their businesses, but now it’s official: Our scientific approach to marketing is pushing into sales and focusing on scalable, repeatable and predictable REVENUE generation.

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