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Welcome to the eleventh episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Debbie Qaqish, the Chief Strategy Officer at The Pedowitz Group, joins the Marketing Nation to discuss revenue marketing, the changing set of goals for marketers, how technology and content play their parts in marketing strategy, and why the sales and marketing departments must integrate.
Debbie’s main goal at The Pedowitz Group is to help organizations transform from being cost centers to revenue centers. She does this by looking at digital marketing as part of a much larger system that she calls revenue marketing, which helps marketers create a strategy that boosts their bottom line. With this philosophy in mind, Debbie believes that marketers can no longer focus on simply doing things - they need to become more accountable for the revenue that their company generates.
Changing buyer behaviors and technologies are the main catalysts for this shift in focus. According to Debbie, these two changes combined have caused marketers, especially B2B marketers, to be more responsible for the ROI of their daily activities.
In her most recent book, The Rise of the Revenue Marketer, Debbie expounds on this idea in her interviews with the executives who are responsible for leading this change. To them, it’s not the technology but the integration of the sales and marketing teams that is paramount to the success of a revenue-driven marketing approach. Digital marketing is just a means to help marketing become a bigger part of the bottom line.
As marketers re-focus, their approach to content should change as well. Debbie believes that marketers are drowning in content, and that more of them should take a “less is more” approach when it comes to content marketing and look to create interesting and relevant content with measurable outcomes that will help you source leads. It’s also important to recognize where your audience is and create ample content for each channel that they use.
Debbie gave a shout out to her upcoming even, RevTalks, which is a TED-like event for marketers who want to learn more about revenue marketing from executives who have implemented it in their own companies. The event will be held on January 27th and you can register here.
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Debbie Qaqish is a recognized thought leader and innovator in the demand generation space with seven years experience in using marketing automation and over 30 years experience in sales and marketing. Her principal area of expertise is helping companies transform from traditional marketing organizations to Revenue Marketing organizations. Debbie is all about revenue. Her latest project, The Revenue Marketer, defines a new role for marketers in revenue production. From building a revenue marketing practice to the resulting requirements for team structure, skills and metrics, Debbie is helping shape this exciting new role in the market.