How Does RevOps Make Digital Marketing More Effective for B2B

Companies in almost every industry today are constantly looking for ways to enhance their digital marketing efforts to drive more revenue.

Typical digital marketing activities include tactics that help to promote your business and enhance your online presence. The most common digital marketing activities are search engine optimization (SEO), pay-per-click (PPC) advertising, social media management, email marketing, and content marketing that cuts horizontally across each of these tactics.

What is the difference between RevOps and Digital Marketing

Digital marketing focuses on promoting and selling products or services through digital channels, aiming to reach potential customers via the internet, social media, email, and other digital platforms. It's an outward-facing strategy which involves inbound methodologies that targets customer acquisition and engagement.

Revenue Operations (RevOps), on the other hand, is an internal strategy that seeks to optimize and streamline the operations of marketing, sales, and customer service departments to enhance their collective impact on revenue. It involves using data, technology, and process optimization to break down silos between departments and ensure that each part of the organization is aligned towards the same revenue goals.

How does RevOps align with Digital Marketing

In its traditional form, digital marketing typically focusses on building the marketing funnel. It helps to fill top-of-the-funnel by creating awareness and interest in your brand and by capturing leads. Digital marketing efforts then push leads through middle-of-the-funnel by nurturing them till they are at the evaluation stage. At this point, the leads are typically handed over to the sales.

This approach to digital marketing follows a siloed and linear funnel that does not take into consideration the fact that a prospective customer’s buying journey is not really linear. Digital marketing needs to adopt the next stage of the funnel – the marketing flywheel model.

The flywheel model is a customer-centric approach and is the core of entire revenue generation operations. The flywheel's goal is to convert and retain customers, and to turn loyal customers into promoters. The digital marketing funnel needs to be aligned with the flywheel.

If there is friction at the flywheel stage (which can be due to either misaligned communication models between teams, or wrong MarTech tools, or slow response rate to inquiries), the qualified prospects can fall out of the buyers’ journey.

This is where RevOps) comes into play, offering a strategic approach to making digital marketing more effective. RevOps aligns sales, marketing, and customer service operations around a unified goal of revenue growth, ensuring that each department is not only efficient in its own right but also contributes effectively to the company's bottom line.

According to Boston Consulting Group, a tighter alignment of digital marketing with RevOps brings 100% to 200% increases in digital marketing ROI.

Why Digital Marketing alone cannot justify ROI for most B2B companies

For many B2B companies, justifying the ROI of digital marketing initiatives can be challenging. Digital marketing efforts are often focused on top-of-the-funnel activities, such as generating leads or increasing brand awareness, which do not always directly translate into revenue. Without a clear link to revenue outcomes, proving the value of these activities can be difficult.

Moreover, digital marketing strategies may lack the integration with sales and customer service operations necessary to guide a prospect through the entire customer journey efficiently. This disconnection can lead to missed opportunities for conversion and retention, ultimately affecting the overall ROI of marketing efforts.

Every qualified lead generated via digital marketing efforts needs seamless communication cycle between sales and marketing and the lead, so that the lead is provided with an opportunity to experience the best customer journey till that lead is ready to convert into a customer. RevOps supports this objective for digital marketing strategies.

Enhance Digital Marketing with RevOps

Apply RevOps to refocus Digital Marketing

By applying RevOps principles, companies can refocus their digital marketing strategies with a revenue-centric approach. RevOps encourages a holistic view of the customer journey, from initial awareness through acquisition, retention, and expansion. This perspective ensures that digital marketing efforts are not only aimed at attracting leads but also nurturing them effectively to drive conversions and customer lifetime value.

Leverage RevOps to make Digital Marketing more efficient

RevOps can significantly improve the efficiency of digital marketing operations by introducing data-driven insights and automation. By analyzing data across sales, marketing, and customer service, companies can identify the most effective marketing channels and tactics, enabling them to allocate their resources more wisely. Automation tools can streamline repetitive tasks, freeing up time for marketing teams to focus on strategic initiatives that drive revenue.

Use right MarTech stack

Right set of MarTech stack that is cohesive without redundancies, empowers your digital marketing strategies in the following important ways:

1. Helps to automate tasks that increase the response rate to prospects/leads.
2. Enables gathering data from different touch points that in turn helps to analyze customer behavior and preferences.
3. Enables collaboration between sales, marketing, and customer service teams in order to provide the best experience to the customer.
4. Allows marketers to present personalized content to the prospects which ultimately improves customer experience through the customer journey.
5. Provides actionable insights through analytics that are built on the single source of customer database that is made possible by using a CRM platform.

To sum up, while digital marketing is essential for reaching and engaging potential customers, integrating RevOps can significantly enhance its effectiveness. By aligning marketing, sales, and customer service operations around a shared goal of revenue growth, companies can ensure that their digital marketing efforts contribute directly to their bottom line. The combination of these strategies offers a comprehensive approach to driving sustainable revenue growth in today's competitive business landscape.

Looking for aligning your digital marketing strategies with RevOps? Contact us to get started.