Right Time Revenue Optimization: B2B Marketing

Driving Buying Decisions

What is right time revenue optimization? It’s B2C and B2B marketing that optimizes value to the buyer at any stage of the customer life cycle, dramatically increasing the propensity of that customer to purchase. Think of it as marketing at the right time, in the right place, and with the right offer in the way the buyer wants to interact with you.

Customer Life Cycle

There’s a lot of noise about revenue marketing and revenue performance management, and just as many ways to optimize it. Extraprise delivers right time revenue optimization. We provide customer intelligence-based, multi-channel marketing services that drive buying behavior at the right time of each stage of the buying cycle.

What’s the Secret Sauce of Revenue Optimization?

Every B2B company wants to leverage customer data with multi-channel marketing to increase revenue. But, even that’s not enough. What’s the secret sauce that optimizes revenue performance and produces a dramatic result on the business? Right time revenue optimization has three primary ingredients:

1. Transforming the data in your marketing automation system into customer intelligence that makes it a strategic asset for your organization
2. Creating a marketing plan, based on customer intelligence, that drives multi-channel marketing programs
3. Executing multi-channel marketing campaigns to the right target, at the right time, with the right offer to optimize revenue

The Data to Customer Intelligence Ingredient

Customer intelligence is not about static reports and dashboards or a lengthy modeling project. At Extraprise, it’s a real-time process, using our sophisticated tools, to provide you with the right list pulls for the right messages and offers. To do this, Extraprise combines:

• Contact acquisition using a methodology that makes purchases more effective and productive
• Product and service penetration analysis of the existing customer base at the customer level
• Profiles of existing customer and prospect segments to determine membership in a group using past purchase history
• Analysis of current contact interactions and contact interaction history

The Marketing Strategy Ingredient for Multi-channel Marketing

Extraprise uses a unique concept called “The State of the Business” to help its clients identify opportunities, develop marketing plans, and define marketing programs. Using sophisticated analytics tools, Extraprise, for example, determines:

• Number of customers and high-level segments
• Customer retention rates
• Acquisition rates
• Product / Service penetration and overlaps
• Sales rep / agent effectiveness
• Channel behavior and effectiveness
• Pricing analysis
• Customer life cycle analysis, e.g., frequency, latency, revenue, etc.

The State of the Business helps companies verify known beliefs, debunks beliefs that are not substantiated, and concentrates focus on problems and opportunities. It is also a great tool to identify, establish, and measure important business and marketing metrics.

The Right-time Multi-channel Marketing Ingredient

Right-time, multi-channel marketing is where customer intelligence, marketing strategy, and superior marketing operations execution come together to drive buying behavior to optimize revenue. Our proven marketing operations methodology, The Extraprise Way, systematizes our technical, strategic, and marketing operations service delivery so customer intelligence, marketing strategy, and multi-channel campaign execution work in concert to drive the right offer, at the right time, to the right buyer at different stages of the customer life cycle. Right-time multi-channel marketing simultaneously hits the four stages necessary for revenue optimization:

1. Discover – lead generation
2. Explore – nurturing and brand loyalty
3. Engage – upsell/cross-sell
4. Buy – buying opportunities

Right time revenue optimization transforms organizations from simple lead generators to one-to-one, value-based marketing that optimizes revenue throughout the customer life cycle.