The B2B revenue structure and the Forrester B2B Revenue Waterfall are essential components for any marketer looking to track and measure the success of their Account Based Marketing (ABM) campaigns. The B2B revenue structure is the framework used to analyze how a company generates revenue from its customers, while the Forrester B2B Revenue Waterfall is a tool that marketers can use to measure the success of their ABM campaigns. In 2021, Forrester Research launched an improved demand waterfall designed for an account-based marketing (ABM) approach called the Forrester B2B Revenue Waterfall. Understanding these two concepts can help marketers effectively track their ABM campaigns and maximize their ROI.
1. Overview of B2B Revenue Structure
The B2B revenue structure is the framework that outlines how a company generates revenue from its customers. It includes the different stages in which a company’s revenue is generated, from the initial stages of engaging with a customer such as marketing and sales efforts, to later stages such as customer service and customer retention. The B2B revenue structure enables marketers to gain an understanding of how their efforts are impacting a company’s bottom line.
The various components of a company’s revenue can be divided into the following categories: lead generation, sales, customer service, customer retention, and growth. Lead generation is the process of creating interest in a product or service, which can be done through various methods such as email marketing, digital advertising, or social media campaigns. Sales is the process of converting leads into paying customers by presenting them with offers or discounts. Customer service is the process of providing assistance to customers after they have purchased a product or service, while customer retention involves encouraging customers to make repeat purchases. Finally, growth is the process of expanding a company’s reach and increasing its customer base.
2. What is the Forrester B2B Revenue Waterfall?
The Forrester B2B Revenue Waterfall is an improved demand waterfall designed for an account-based marketing (ABM) approach. It is used to track and measure the success of ABM campaigns. The waterfall is divided into four distinct stages: Awareness, Interest, Evaluation, and Purchase. Each stage is associated with a particular marketing activity or goal that should be achieved in order to move forward in the funnel.
In the Awareness stage, marketers should focus on creating brand awareness and generating leads. In the Interest stage, they should focus on nurturing those leads and converting them into qualified leads. In the Evaluation stage, they should focus on demonstrating value and addressing any objections that potential customers may have. Finally, in the Purchase stage, marketers should focus on closing deals and encouraging repeat purchases.
The Forrester B2B Revenue Waterfall helps marketers understand which activities are most effective at driving conversions and improving ROI. It also allows them to analyze data points such as customer lifetime value (LTV), customer acquisition cost (CAC), and average order value (AOV) over time in order to make more informed decisions about their ABM campaigns.
3. Increasing Collaboration Between Marketing and Sales
In order to maximize the success of an ABM campaign, it’s important for marketers to collaborate closely with their sales partners. By working together, they can ensure that their efforts are aligned with each other’s goals and objectives. This greater collaboration between marketing and sales brings more successful outcomes and a better overall customer experience.
An ABM strategy brings numerous benefits to a company’s marketing efforts, including increased brand awareness, improved lead generation, enhanced customer engagement, and increased ROI. Additionally, an ABM strategy allows marketers to target specific buying groups more effectively by utilizing data from multiple sources such as website visitors, contact databases, and social media followers. This helps marketers create more personalized experiences for their target customers and increase their chances of success with their ABM campaigns.
In order for an ABM strategy to be successful, it’s important for both marketing and sales teams to understand each other’s roles and responsibilities in order to ensure that they are working towards the same goal of driving more sales and revenue for the company. Additionally, both teams must be open to feedback from each other so that they can continuously improve their processes and strategies over time.
4. Utilizing Intent Data and Profile Particulars for Cost-Effective Targeting
In order to maximize the effectiveness of an ABM strategy, marketers must be able to target specific buying groups cost-effectively. To do this, they must utilize intent data and profile particulars such as area, sector, subindustry, business size, technology usage etc., to create more personalized experiences for their target customers.
Intent data is data collected from various sources about a person’s intent or interest in purchasing a particular product or service. This data can come from sources such as website visits, email opens or clicks, social media activities etc., and it helps marketers better understand what their customers are looking for so that they can create more personalized experiences for them.
When utilizing intent data for targeting purposes, marketers should focus on profile particulars such as area, sector, subindustry, business size, technology usage etc., to ensure that they are targeting the right people with their campaigns. By understanding these particulars about their target audience, marketers can create more personalized experiences for them which will increase their chances of success with their ABM campaigns. Additionally, marketers should also take into consideration factors such as customer lifetime value (LTV), customer acquisition cost (CAC), average order value (AOV) etc., when targeting buying groups in order to maximize their ROI from their ABM campaigns.
5. Conclusion
Understanding the B2B revenue structure and Forrester B2B Revenue Waterfall is essential for any marketer looking to track and measure the success of their Account Based Marketing (ABM) campaigns. Utilizing intent data and profile particulars such as area, sector, subindustry etc., can help marketers target buying groups cost-effectively while greater collaboration between marketing and sales teams can help maximize the success of an ABM strategy. Additionally, it’s important for marketers to take into consideration factors such as customer lifetime value (LTV), customer acquisition cost (CAC), average order value (AOV) etc., when targeting buying groups in order to maximize their ROI from their ABM campaigns.
In summary, understanding these concepts can help marketers effectively track their ABM campaigns and maximize their ROI from them by utilizing intent data and profile particulars such as area, sector etc., while collaborating closely with their sales partners can bring more successful outcomes for an ABM strategy by ensuring that both departments are working towards the same goal of driving more sales and revenue for the company
