The Revenue Marketing Journey™ requires a shift in the way companies market. This shift includes creative. Creative’s role benefits the Revenue Marketing™ Center of Excellence in three significant ways: creative becomes strategic, designs become more versatile and snack-able, and creative efforts become repeatable, predictable, and scalable.
1. Creative becomes strategic
The shift for marketing to become a revenue center actually is less dramatic for a creative team, but it positions the team to be more effective and strategic. This is especially useful in B2B content. Although a designer has to transition from a solely brand focused approach to a much refined targeted approach, this concept is naturally a part of developing a design. Instead of dealing with a broad target audience and high level demographics like consumer marketing, a designer gets to focus on the more specific and strategic persona based audience – think globally, act locally. This is where a designer’s ability to tell a visual story using color, form and function is more directly involved with the emotional and psychological reaction of a lead.
2. Designs become more versatile and snackable
Once the shift has occurred and creative is working alongside the marketer, development of effective designs start at the beginning with a primary focus. From this, the marketer and creative team can work together to plan designs that can be broken down and fit into a content hierarchy. This content hierarchy will contain elements that compliment each other and can become a snackable visual story that will help nurture the lead to maturity. Much like how technology, strategy, and sales alignment work together in the Demand Generation stage of the Revenue Marketing Journey™.
For example, Twitter feeds, blog posts, infographics, and ebooks would branch off a more detailed and extensive whitepaper. Now the lead can visually follow the breadcrumbs connecting all this wonderful content together resulting in a more engaged experience.
3. Creative efforts become repeatable, predictable, and scalable
This concept may irritate a few designers, but, in fact, it challenges and provides value to the work produced by designers. Creative is often looked at as more of production and an expense in developing content, but once there is a sandbox (process, structure and synergy) to play in, creative becomes an important part of a revenue center. Basically a series of sandboxes (campaigns) are built with targeted uses, and this frees a design team to focus on innovative and more creative ways to engage with a persona – building sand sculptures instead of just beach bucket sand castles.
With this structured creative freedom comes a workflow that allows the measure of results, the ability to test, the means to scale to what’s effective, and the power to predict ROI for future campaigns. What design team doesn’t want to know how much value they bring to the table?
As a partner in the Revenue Marketing Journey™, designers become more connected with a brand, work harder and more productively, become a greater value, and are directly contributing to the betterment of their career and financial goals. In the future when automation rules production, the creative mind will come to the forefront. Taking advantage of this now and cultivating Creative’s role in the Revenue Marketing Journey™ is clearly positioning the Revenue Marketing™ Center of Excellence for increased success.