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Review of Rise of the Revenue Marketer by Debbie Qaqish

October 21, 2013 By Josh Hill

Marketing Term Trends

“Revenue marketing is the strategy that transforms marketing from a cost center to a revenue center.”

This line begins Debbie Qaqish’s latest work, Rise of the Revenue Marketer, a fully developed view of the revenue marketing theme that has exploded in the past five years. Debbie has been one of the key proponents of the idea that marketers can and should own more of the sales funnel, including bringing revenue – real dollars – to the table. Other proponents include Jon Miller at Marketo and the team at Eloqua. In her book, Debbie Qaqish, integrates this concept as a strategic imperative and overall system, which goes beyond marketing automation.

Debbie Qaqish of The Pedowitz GroupMany of us know Debbie from her numerous presentations at Marketo events and her thought leadership as Chief Strategy Officer at The Pedowitz Group, where she coined the term “revenue marketer” in 2010. Since then, this concept has permeated every aspect of B2B marketing, leading to terms like “revenue performance management” and others.

To paraphrase Jeff Pedowitz, marketing automation providers can only do so much to help marketers. For instance, when I setup Marketo at several firms, it was one thing to implement the software, but it was another to look at the entire revenue process beyond the systems. Fortunately, my team was forward thinking and we had been moving our process to be revenue funnel focused. Still, we lacked some of the key functions and had to rely on the most technical marketer for things that would ideally be done by a marketing operations specialist and a reporting analyst.

Rise of the Revenue Marketer CoverIn her new book, which launches today, she combines her years of experience in turning B2B marketing teams from the old interruption “cost” methods toward permission based content marketing methods. Methods that tie activity directly to revenue.

If you have been in marketing for a few years, this idea is not new.

What is new?

Strategy. One of my recent worries is ensuring marketing is working on strategic tasks and not just tactical activities. Rise of the Revenue Marketer offers advice on just how to do this as a marketing leader by pulling together teams, processes, change, and executive buy in.

The key question Debbie asks is one she was faced with in 2005, before she went on her own revenue journey:

“What are you going to do about revenue?”

This is a thought-provoking question that I have found myself faced with since joining the world of marketing from a successful sales career. “Revenue? That’s what I worry about in sales!” It took a couple of years to understand what a revenue marketer might be like, and I enjoy taking firms on that journey.

First, you have to understand Debbie’s definition of Revenue Marketing:

  1. Sales ready leads for top of the funnel
  2. Accelerate opportunities
  3. Measures for Repeatable, Predictable, and Scalable revenue in the pipeline and marketing ROMI.
  4. Revenue – marketing is becomes a generator, not a cost center.

Getting to this definition within your organization is a goal. The journey is longer. Debbie shows us this journey from

  • Traditional Marketing, which includes the 4Ps: product, promotion, placement, and price. Debbie notes that B2B marketers here have little clout and report on activities and cost metrics.
  • Lead Generation: this is where I started in my first marketing role. This is a series of tactical activities and metrics, but focused on moving leads to Sales.
  • Demand Generation is where “closed loop” systems and marketing automation transform the lead gen process. Marketing becomes responsible for nurturing and lower funnel activities. Revenue metrics begin to appear, including MQLs, SALs, and pipeline contribution.
  • Revenue Marketing: this is where you have a “machine that is repeatable, predictable, and scalable (RPS).” Now marketing is responsible for revenue and rewarded for it.

A different view is in this table I created:

Revenue Marketing Stage

Clout

Model

Activities

Metrics

Sales Alignment

Compensation

Traditional Low MarCom Branding Impressions, Costs, Activities None Salary
Lead Gen Low Disconnected systems Events, tactical emails Costs, Leads, Activities Maybe Salary
Demand Gen Medium Marketing automation and funnel Nurturing Costs, MQLs, SALs, Opps, Revenue Full Salary
Revenue Marketing High Revenue funnel ROI, Forecasting Revenue Synergy Salary+Bonus for Quota

Developing your marketing organization into a revenue marketing team and making sure the rest of the firm is on board is a long process. Debbie makes no qualms about that. In fact, many of the case study interviewees describe just how long it can take and what that means. Typically this meant a 12-36 month process within marketing, with Sales, and with fellow executives. She describes how to go about achieving buy-in to move from Traditional marketing to Revenue Marketing. It is reassuring to know it takes more than a 90-day plan to transform both marketing and how it works with Sales.

Debbie refers to this process as the RM6 Model. One of the aspects I consider to be critical is People. Having the right combination of skills on the revenue marketing team will ensure success.

Too many marketing automation firms are quick to sell the goal of revenue marketing, while distracting you from the hard reality of getting there. I’ve seen enough small firms use marketing automation that just weren’t ready in terms of Team, Process, Goals, or Executive Sponsorship. Just last week I received a marketing email from a former client and discovered they had switched to HubSpot. I suspect they may switch again when they are disappointed by the results. How do I know this? Their organization was just not ready and it likely still isn’t. Remember, marketing automation is one facet of the journey from Lead Generation to Demand Generation.

How does Rise of the Revenue Marketer compare to other works?

Every single book that discusses this new world of B2B marketing where “marketing has a seat at the revenue table” also mentions how the Buyer Journey has changed. Sales people are now at the tail end of that process, responsible for the close and the people relationships that are still a necessity. Thus, you may find these books repeating themselves, especially in the first two chapters.

  • Eloqua’s Digital Body Language by Steve Woods

This was the first new marketing book I read when Steve Woods sent it over to me during my first marketing automation RFP. I found it helpful in better understanding scoring and the tools available. While “digital body language” as a term never really took off, the idea that Sales can benefit from increased visibility into the buyer behavior did. Debbie Qaqish takes a more strategic approach and almost completely ignores the tactical bits of lead scoring. Thus, these two books can work together.

  • Marketo CEO Phil Fernandez’s book: Revenue Disruption

To me, this book felt very much like a summary of Marketo’s marketing materials and education pieces that I could get for free. In fact, I did get this book for free at the Marketo Summit 2012 (thanks Liz!). Like Digital Body Language, the book walked through the tactical considerations that are solved by marketing automation. Phil also described the concept of Revenue Performance Management, which ties in nicely with Marketo’s RCA and MFM packages. A nice package for the mid-stage buying process.

  • Blogs

I hate to admit this, but a lot of what I learned about B2B marketing since 2008 has come from blogs. Blogs of top marketers, blogs of marketing automation makers, blogs from marketing automation agencies. As I note below, much of the content in Rise of the Revenue Marketer is from Debbie’s previous work. Isn’t that the great thing about the internet now? A student of marketing can learn the latest techniques without an MBA or even a dozen years of experience.

What Could Be Done Better?

As I read the book, I found that it followed the standard business book format:

  • Introduce the reader to the concepts.
  • Walk through the author’s experience.
  • Interrupt the reader with quotes and interviews from executives. I found these almost all helpful and interesting, especially when executives were candid about what it took to move from Traditional Marketing to Revenue Marketing. Several executives admitted they were still in certain stages, which I found refreshing, as most business book case studies are a bit too successful. What I continue to find in all business books is that these quotes and case studies (always in grey boxes) completely interrupt the flow of what the author is saying. I would prefer to place these case studies at the end of the chapter, which still reinforces the concepts.
  • Case Studies from large organizations that the author has worked with. Honestly, I would do this too because it is far easier to ask those you know. Another small business startup book I read took a different approach by inviting people to a survey and then asking interesting respondents for a case study interview. I found that technique led to several off beat ideas.
  • Chapter Endings to inspire action: these are called “Key Plays” in Rise of the Revenue Marketer. I found these to be helpful action items in developing the road map for the revenue marketing journey.

In some respects, the book is a compendium of the author’s thought leadership, papers, presentations, and blog posts over the years. So regular readers of The Pedowitz Group’s materials will be very familiar with much of the book. While you could read much of that for free, you may find it helpful to have the complete package in one place. This is especially true for aspiring marketing leaders just as it is for a busy marketing executive.

While reading the book, I felt challenged to explore new ways to handle revenue marketing at my company. Debbie does not offer a lot of advice for very small firms, or sales led organizations, or the unique challenges posed by a startup. Perhaps the unwritten assumption is that revenue marketing as a whole can only be fully realized at larger firms. Recently, I have been working to convince my peers to make the leap from Lead Generation to Demand Generation and beyond, but I am unsure how to do this given our unique constraints. Certainly no one has the precise answer, but I would love to hear how Debbie would approach the challenge, as Pedowitz works with small firms too.

Conclusion and Recommendation

Debbie describes her concepts and experiences well while offering helpful examples and frameworks along the way. Rise of the Revenue Marketer is aimed primarily at fellow marketing leaders; however, I find it could be a great read for other executives looking at the latest ways to market their services. In fact, I highly recommend having your Sales VPs and CEO read this book as you begin the socialization process so that they are as excited as you are!

Do I recommend this book for those less familiar with The Pedowitz Group and revenue marketing strategies? Yes, absolutely.

Buy it on Amazon.

Disclosures: I received a preview copy of Rise of the Revenue Marketer. There are no affiliate links!

Stay tuned for a few new Marketo tutorials in the coming weeks.

Filed Under: Demand Generation

An Interview with Jeff Pedowitz of The Pedowitz Group

September 30, 2013 By Josh Hill

Pedowitz Pricing

Jeff PedowitzI had a chance to speak with Jeff Pedowitz, founder of The Pedowitz Group. Jeff is legendary in the Eloqua, Marketo and Marketing Automation communities, as many know. Having first got the MA bug at Eloqua and then creating one of the earliest demand gen/marketing agencies, Jeff and his team have been at the forefront of the new revenue marketing paradigm. Jeff and Debbie Qaqish are among my personal marketing heroes so it is a great honor for me to have interviewed Jeff on this blog.

But enough encomiums! Let’s hear what Jeff has to say.

How did you get started in marketing automation?

I started using Eloqua back in 2003 when I was working in the Channel Organization at Salesnet. We used Eloqua to help generate leads for our value added resellers. I fell in love with the product and the space. From there I went to Eloqua and became VP of Professional Services.

Why did you decide to start your agency?

In 2007. After working at Eloqua for a couple of years and seeing all the success the early partners were having and I was training them, I figured I could do just as well, if not better.

Tell me about your approach to client engagements.

Every client is a partner. It’s important to set expectations, develop a win-win plan. Work together towards the outcome. When at all possible, always meet the client in person; you can only get so far virtually.

What’s your favorite platform?

I honestly like them all for different reasons. A lot of our satisfaction comes from helping our clients be successful no matter what platform they are on.

What’s been your favorite engagement so far?

I think Palace Sports and Entertainment (owner of the Detroit Pistons) has to rank as one of my all time favorite clients and engagements. They treated us very well, had great creativity and were a joy to work with. We pioneered data encryption, preference center, social scoring, and many other improvements to demand generation best practices while working with them.

How many people do you have on your team?

65

Why should people choose you? (or, why TPG over an independent consultant?)

There is no better place to learn, grow, and achieve then at TPG. Our typical consultant has 5 certifications across multiple platforms. The work is challenging, the team is top notch and our clients are the best.

Which areas do you specialize in?

We specialize in getting results. Our clients select us when connecting marketing to revenue is a strategic imperative. We help them achieve results with consulting, revenue marketing cloud technology and agency services.

Do you have a Package or Pricing Summary?

We price by project, staff augmentation and program. We have a variety of packages for clients to choose from and customize where appropriate.  Three of our more popular packages revolve around our Integrated Revenue Marketing Services.   We can typically do a lot more for our clients with a fraction of the full time headcount they would normally have to invest in.  A quick summary is below:

Pedowitz Pricing

[As Jeff pointed out to me in August, The Pedowitz Group has had a money back guarantee since the beginning and is very happy to ensure clients are satisfied no matter what. – Josh]

What kinds of firms would find you the most helpful?

A firm that adds documented and repeatable value for our customers in helping them transform marketing from a cost center to a revenue center.

What do you do for fun?

Play sports, travel, and spend time with my family.

What’s the best way for marketers to get in touch?

Jeff [at ] pedowitzgroup.com

Filed Under: Marketing Automation

An Interview with Show Me Leads Founder, Madhu Gulati

September 26, 2013 By Josh Hill

Show Me Leads Pricing

Madhu GulatiI had a chance to catch up with Madhu Gulati, founder of Show Me Leads. I’ve known Madhu since her time at Marketo where she was very successful in helping hundreds of firms make the most of the system. What I did not know is just how deep her marketing automation expertise is. Let’s learn more from Madhu:

How did you get started in marketing automation?

Show Me LeadsI have been in CRM space for more than a decade now and having worked with Navision (Microsoft Dynamics) as well as a couple of startups in the Silicon Valley, I landed in Market2Lead (now Oracle) and then Marketo. Love every day of my life being involved in the Marketing Automation world. I’ve worked with over 500 customers and understand their Lead Lifecycle and Sales and Marketing Funnels, and helping them to get to the ROI faster with the Marketing Automation tool. And since then, there has been no looking back. I live and breathe Marketing Automation, and started my own Marketing Automation consulting services company called ShowMeLeads, Inc.

Why did you decide to start your agency?

As I was traveling globally for the Marketing Automation Workshops in Market2Lead and Marketo Consulting Services Group, I found that after the engagements with the customers was over, most of the time they were looking for more rather someone who can help them understanding who their prospects are and their needs and have the ability to provide the right message or resource, to the right person, at precisely the right time in their buying process — consistently and efficiently using Marketing Automation Technology. And most of the time they asked, “Do you know who is an expert like you and can manage our Demand Generation Process using the Marketing Automation Platform?” That kindled and triggered the idea, and I began to dream about it. And now I am living my dream with “ShowMeLeads Inc.”

Tell me about your approach to client engagements.

Our vision is to build a world-class global agency, which helps marketers prove the value of their marketing investments through the use of Marketing Automation & CRM technologies.

We have delivered some of the worlds most sophisticated multi touch nurture programs involving progressive profiling, dynamic content, and integration with other technologies.

Our process evolves from defining the success path considering the Marketing Automation Platform used by the client: We follow a simple process and work in phases depending on the clients’ level of maturity of the Marketing Automation process and technology mapping of their business process.

Phase 1: Foundation

In this phase, we help define what our clients need, and based on that build foundation around the following 5 key features:

  • Lead Scoring
  • Lead Nurturing
  • Reports to get to ROI metrics
  • Data Management
  • Sales and Marketing Alignment

Phase 2: Transform

Once we have the Foundation complete, we get ready to take their Marketing Automation system to next level. In this phase the goal is not only to optimize what we did in Phase 1 but also to help them invest in profitable initiative (or not invest in non-profitable initiatives) and increase revenue.

Phase 3: Enrich

There is no limit on how much Marketing Automation platforms can do for users. During this phase, we dive deeper into the metrics and based on what data speaks, we help our clients implement all the future Marketing Programs.

What’s your favorite marketing automation platform?

Marketo is my favorite platform considering the flexibility, UI, and scalability it provides. At same time, I do believe mapping right tool for the client based on their requirement and business model is critical for adoption and success in getting ROI.

How many people do you have on your team?

We are a team of 11 smart people. Our team consists of demand generation experts, Marketing Automation email and landing pages designer (web designers), and developers. Having all these talents in a team, we are able to meet all the requirements of our clients related to Marketo Automation. Plus, most of us are certified either in Marketo, Eloqua, and/or SFDC.

Do you have a Package or Pricing Summary?

We have following packages to start with.


However, we do provide Marketo Training and Marketo Certification Boot camp for all those who aspire to be a Marketo Certified Consultant.

What do you do for fun?

I live in Silicon Valley and have my 7 year old son who has been nurtured listening to my phone conversations with my clients about lead scoring, lead nurturing, and it is funny, one day he said, “You want to show leads to your customers?” And the other day he came and said, “Mommy, can you help me make a funnel too?”  Really funny, and I enjoy my time with him and I totally let him drive my free time. BTW, at times, I use his art work for my blog post which he loves.

What’s the best way for marketers to get in touch?

Just shoot me an email: Madhu [at] showmeleads.com plus I’m also an active user on LinkedIn so feel free to connect or follow me on there.

Filed Under: Marketing Automation

An Interview with Revenue Cycle Analytics Guru Alexandre Pelletier

September 24, 2013 By Josh Hill

Alex Pelletier

Alex PelletierAs part of the marketing automation masters’ series, I took some time to speak with Alexander Pelletier. Alex is a good friend from the Marketo Community and a recognized RCA guru. Alex just launched his full time marketing automation consulting agency, Perkuto. (Perkuto means “percussion” in Esperanto, so Alex’s team will have a real impact on your revenue generation).

How did you get started in marketing automation?

That’s a while back! At that time, the term “Marketing Automation” did not even exist. I began to be interested in lead generation by reading Brian Carroll’s blog Start With a Lead in 2004 while I was doing online marketing consulting. I learned all the key concepts that define Marketing Automation today, namely scoring, nurturing, and routing.

In 2006, I started my own software-as-a-service company to develop a lead management solution. We built a nice landing page creation and management tool. We were a top download of the Salesforce AppExchange. Google selected us among a few others to be integrated to Website Optimizer.

In late 2008, I was not able to close the second round of financing so I sold the technology IP and started consulting around marketing automation and Salesforce.com. Since then, I alternate between consulting and full time positions as Director of Marketing in technology companies.

Why did you decide to start your agency?

While working with several marketing departments, I realized that all marketing managers are facing the same challenges: How do you demonstrate the value of the marketing efforts? How do you track ROI in a multi touch point complex B2B sale process? How do you combine the marketing and sales process to create a revenue process? So I teamed up with a Lean Six Sigma Blackbelt partner, Youcef Bouayad, with exposure to Sales and Marketing to launch our marketing automation consulting agency. Actually we just launched it this month!  It’s called Perkuto. Our mantra is to help sales and marketing executives to have an impact on their business.

Tell me about your approach to client engagements.

I think that one of the critical steps in any marketing automation project is the process definition portion. Too many projects are driven by quick implementation of the technology, while the process of managing leads is not well defined and that there a misalignment between sales and marketing. So we like to take the necessary time with our clients to properly define the Revenue process. We like to focus for instance on the bright spots. What’s the story behind the successful deals? When did the Sales and Marketing work well together? How can we reproduce and automate this? Once the Revenue process is aligned with the business objectives, we like to breakdown the project in very small bites to deliver value as quickly as possible.

What’s your favorite platform?

I was Marketo customer number 163 the first time I implemented it! So we developed a niche expertise with this platform and I believe this is beneficial for our clients. We have clients that are using other platforms, but we like to maximize the knowledge and make sure that we stay on top of our game with Marketo first.

What’s been your favorite engagement so far?

The favorite ones are often the most challenging ones. For one client, the goal was to put in place ROI tracking for campaign investments. That’s easy when visitors buy online after clicking an AdWords campaign. But when the visitors are buying online and offline, sometimes after speaking to a sales rep via a chat application or by phone, you just multiplied the possibilities and the number of systems. We were able to deliver a solution that not only informs the CMO about ROI of campaigns, but also to feed the AdWords campaigns on a daily basis to automate bid modifications based on offline sales. That’s exciting!

How many people do you have on your team?

Like I said, we just started this month. We are currently 4 and we are always looking for talented people!

Why should people choose you?

Not to sound too cliché, but we know Marketing Automation! Together, we have been in that field for almost 10 years. I also think that our focus on building the right process first and then continuously delivering value ensure the client that the project will be a success.

Which areas do you specialize in?

We focus on the lead management process, Marketo implementation, and Marketo best practices as well as tracking marketing ROI.

Do you have a Package or Pricing Summary?

At this point we have not created any packages. Our approach is to tailor the solutions to the client needs.

What kinds of firms would find you the most helpful?

Any company who needs to optimize the way theirs leads are managed. In term of company size, we have client who have between 2 and 15 people in the marketing team.

What do you do for fun?

Mountain biking & snowboarding.

What’s the best way for marketers to get in touch?

Our website: perkuto.com or my LinkedIn

Filed Under: Marketing Automation

Marketing Automation in Europe – An Interview with Demodia

September 12, 2013 By Josh Hill

Simon Harvey - Demodia

Simon Harvey - DemodiaMarketing automation is still in a serious growth phase. This continues to surprise and excite me because each day I see more and more firms embracing automation. The best part is, there is still an entire world of firms who need help from firms like Marketo.

I had the privilege of hearing about the expansion of demand generation and marketing automation into Europe when I interviewed Simon Harvey, founder of Demodia, a successful B2B agency based in the United Kingdom. Demodia provides the entire range of demand generation services from creative to automation. Simon gives us a view of how his firm works and how Europe is still different.

How did you get started in marketing automation?

I’ve been working in the content marketing area for just about as long as I can remember. My introduction to marketing automation in its current form was around 5 years ago. A good friend of mine was working in a product marketing role at Eloqua and he introduced me to the concepts and technologies that their company was selling. At around the same time my former employer also started looking at marketing automation tools to standardize processes and improve marketing efficiencies in-house. That initiative was largely focused around improving email click-thru rates in the early days, but things quickly moved on and I started to see some of the real benefits of the tools when used to automate nurturing and when they were integrated properly into content marketing programs. I’ve never looked back.

Why did you decide to start your agency?

Demodia LogoWe formed Demodia back in 2009 in response to the general lack of marketing automation and demand generation expertise in the European market. With marketing automation initially being much more mainstream in North America we found European companies that were looking to adopt MAPs were being forced to work with major demand generation agencies that were based on the other side of the Atlantic. The opportunity presented itself to take the expertise that we had already gained from running a content marketing and demand generation team within a large global company, and share that knowledge with others more locally.

Tell me about your approach to client engagements.

Each client is different and we like to treat them as such. Some clients will come to us directly asking for content to fit in with existing automated processes they have in place, others are marketing automation virgins that need to be taught a lot more about the whole inbound marketing and lead nurturing approach before they are happy to commit.

Whenever we begin we typically start by working with our clients to understand their buyers and their sales process. We will then develop campaigns, content and nurturing programs that generate leads and advance them through the sales funnel. To ensure that marketing content is used effectively across the company it is also not uncommon for us to also be involved in the creation of associated sales enablement programs.

What’s your favorite platform?

Depending on the needs of our clients we work with a number of different platforms including Eloqua, HubSpot, Pardot, and Prospecteer.  We’re very partial to Pardot, but being our own platform I would have to say that Prospecteer is my favourite. The reason I prefer Prospecteer is that unlike most traditional MAPs it provides us with the ability to really bring together the demand generation, content marketing and sales enablement processes providing a single point through which our clients can develop and publish content directly into campaigns whilst at the same time feeding the sales team with content assets to help them sell. With analytics wrapped around the whole thing, it’s a pretty compelling solution.

What’s been your favorite engagement so far?

We have done many great projects, but one of my favourites has to be one of our award winning ones. We built a customer on-boarding program for a large Canadian software company. The campaign was built upon two major components – a series of telemarketing activities and a personalized customer on-boarding website.

We used a combination of Eloqua and the Prospecteer content marketing platforms to develop a highly personalized experience. Each registered visitor to the site was presented with information about their own corporate environment, including details of the products that they, or others in their organization had already purchased. Content assets and other information within the campaign website were then personalized around the products the customer had in-house. Prospecteer was used to deliver, amongst other things, a social assets framework. This enabled visitors to view and interact with a variety of content assets in a social fashion within the context of the on-boarding experience site.

The campaign has now been running for about 6 months. During this time it has delivered a pipeline in the millions of dollars. Not a bad return on investment.

How is marketing automation perceived in the UK and European market?

Marketing automation is finally taking off in Europe. With Eloqua, Pardot, and HubSpot all setting up European offices in the last few years we are finally starting to see proper vendor presence and local support available. The adoption of marketing automation across Europe varies wildly though. The UK tends to be much more aligned to North America, and hence tends to be the early adopter. Elsewhere in Europe things are taking longer. In the last year we have started to see larger adoption in Germany and the Nordic regions, but other countries such are still well behind the curve and still use more traditional email based approaches. We are hearing more and more about building personalized web experiences right across Europe though, so maybe this will be the lead into Marketing Automation for more firms.

Can you share your perspective on how leads like to be treated in the EU?

Europeans tend to value their privacy, and this is always interesting when working with marketing automation tools. Whilst most people are prepared to provide an email address as part of an initial transaction, it can often have a very negative impact on conversion rates to request too much more, especially if you have no prior relationship with the visitor. For that reason we have found lead nurturing programs which use progressive profiling to be of real value.

How many people do you have on your team?

We are still a relatively small company with a regular team of around 10 people working on projects. Our team consists of demand generation specialists, graphic and web designers, developers, and content authors. This mix provides us with the ability to work with clients not only at a strategic level, but to also to be able to provide a full set of inbound and content marketing services.

Why should people choose you?

Our team excel when it comes to thinking of different ways to generate leads with more unusual types of content. Every man and his dog are building lead nurturing programs around whitepapers and webinars. We like to think different and have built up programs around online games, product simulators, ROI and assessment tools, and other more unusual lead generation mechanisms. Being based in Europe we are also used to doing all this in truly multi-lingual environments that cross over country borders. To this end we have received a 2011 Eloqua Markie and a Killer Content award from the Content Marketing Institute for Best International Campaign and Best Customer Relationship Enhancement respectively. Both awards were for our work with OpenText.

Which areas do you specialize in?

We specialize in the following areas:

  • Sales and marketing process
  • Marketing automation platform evaluation and recommendation
  • Lead nurturing / lead scoring
  • Content marketing strategy and planning
  • Content asset design and creation
  • Sales enablement

Do you have a Package or Pricing Summary?

Yes, I’ve attached a summary of our common demand gen service packages. Typically this is usually just a starting point and we find most customers prefer to tailor the offering to their particular requirements.

[Here’s a quick summary: – Josh]

Demodia provides three major packages of hours covering the entire range of demand generation including content creation.

  • Bronze – 15 hours for CHF3,500 ($3,767 or $251/hr.) Includes 1,000 words and most demand gen.
  • Silver – 25 hours for CHF6,000 ($6,458 or $258/hr.) Includes 2,000 words, 2 blog posts, and SEO help.
  • Gold – 40 hours for CHF10,000 ($10,764 or $269/hr.) Includes 4,000 words and 4 blog posts.

Demodia has an interesting package model that includes more services with a higher level of commitment: more up front hours = more services.

What kinds of firms would find you the most helpful?

We tend to work best with larger organizations that have already some level of understanding when it comes to demand generation. Our challenge is coming up with different ways to generate leads and nurture them throughout the pipeline, and we find more experienced organizations are often more receptive to moving beyond the confines of simple content based approaches.

What do you do for fun?

Demodia is a great place to work, and a pretty youthful organization. A few of us are into home brewing, so we have created our own “Monkey Brew” brand of beer. Ok, it’s not available commercially, but who knows what our next venture will bring. We brew everything to our own recipes using whole grains and fresh hops as the starting point. It’s a lot more fun, if a little less predictable, than just brewing from a can of starter syrup. We’ve had the odd failure, but we’ve also come up with some stunning beers. Best of all is that you get to drink the results!

What’s the best way for marketers to get in touch?

Those wanting to reach out to us can mail info@demodia.com or complete the contact form on our website. I’m also an active user on LinkedIn, so feel free to connect or follow me on there.

Thanks Simon! Remember to sign up for future blog updates to learn about more demand generation and marketing automation consultants. (And to get a special gift that will help you convert!).

Filed Under: Marketing Automation

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  • Conference Reviews (6)
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  • Marketing Automation (48)
  • Marketing Careers (4)
  • Marketing Operations (9)
  • Marketing Technology (21)
  • Marketo User Guide (87)

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