Community Newsletter | Revenue Marketing Alliance

This week at the Revenue Marketing Alliance, May 17, 2024.

💡Spotlight 💡

Request to speak at AI for Marketers San Francisco, October 24

🎙️ Calling all AI & Marketing specialists 

The Alliance's upcoming AI for Marketers Summit San Francisco is taking place on October 24.

If you are passionate about AI & marketing and have a compelling story or expertise to share, we encourage you to submit your speaker proposal below. I'm looking for speakers who can cover a range of topics including, but not limited to:

🌟 Leveraging AI for Data Analytics and Insights
🌟 AI in Content Creation and Curation
🌟 AI Predictive Marketing and Sales Forecasting
🌟 Ethics and Transparency in AI Marketing
🌟 & more

Interested? Submit your speaker proposal here.

Feel free to share this post, tag potential speakers, or email Elena Simou if you have any questions. 🚀


🔥 Hot off the press 🔥

🔥 Social media's influence on video marketing: Instagram, TikTok, and YouTube

In recent years, video has emerged as the king of content. Based on a report from Cisco, video accounted for 82% of all internet traffic in 2022, an increase from 75% in 2017.

This major shift is fueled not just by social media platforms, but changes in viewer habits and marketing strategy. Video marketing is no longer “nice to have.” Dynamic platforms like TikTok, Instagram, and YouTube revealed what users want, and that's engaging, entertaining, and value-driven video content.

As marketing undergoes a shift, all brands must embrace video marketing on multiple platforms to engage audiences.

Short-form video and the TikTok revolution

User-generated video content emerged in the early 2000s, but short-form video didn’t rise to popularity until the 2010s with Instagram, Vine, and TikTok.

In 2013, Instagram had 15-second videos, while Vine allowed 6-second looping videos. This coincided with more widespread use of mobile devices, which significantly increased the consumption of short videos.

TikTok was released in September 2016 and became the most downloaded app in the US by October 2018, but its rise really happened in 2020. 

Since then, short-form video and live streams have been booming all over the virtual world. 

Like what you’re reading? Pick up where you left off right here and hear Torrey Tayenaka, co-founder and CEO of Sparkhouse’s take on social’s influence on video marketing. 💡


🔥 What is retention marketing? Your comprehensive guide

Did you know that  68% of customers would switch to a competitor if they perceive a lack of care from a company? 

A tailored approach is essential if you want to prevent boredom and frustration and make your customers feel valued.

That’s where retention marketing comes in. 

To implement effective B2B retention marketing, you need to incorporate specialized segmentation within your marketing funnel, ensuring that existing customers receive targeted content that’s relevant to their needs.

Taking it a step further, you can establish a dedicated retention funnel or cycle, exclusively designed to address the unique requirements of your customers and guide them toward future sales.

In this article, we go all-in on retention marketing: From what it is and its benefits to strategies, data analytics, tools and tech, and more. 🤝


🔥 Key metrics and KPIs for retention marketing

If you want to keep your current customers engaged, win back previous customers, and drive increased purchases, retention marketing is the key.

But to truly excel, you need to put in place some main metrics and KPIs, namely:

  • Customer lifetime value (CLV)
  • Retention rate and churn rate
  • Average revenue per user (ARPU)
  • Net promoter score (NPS) and customer satisfaction

In this video, we explain what these metrics and KPIs are and how they can help your retention marketing efforts. 🍿

Keen for something a little snappier? We’ve got you covered.

Check out this YouTube short, where Pippa Scaife, VP of Global Partnerships at NBCUniversal, talks about the importance of brand consistency in global and local marketing in under 60 seconds!

Want more revenue marketing video content? Take a look at our other YouTube videos, YouTube shorts, and TikToks! 💡


🔥 What is the B2B marketing funnel?

Ask just about anyone to give a rough definition of a customer journey, and they’ll be able to provide a pretty good answer along the lines of “The customer journey is the route someone takes from being unfamiliar with a brand/business/product to becoming a customer.”

But such a simple definition would never do for us marketers! 

We call it a marketing funnel: A funnel that has different stages that are distinct depending on the types of marketing you’re involved in.

Feast your eyes on this article, where we discuss: 

  • The basics: The classic B2B marketing funnel + its stages
  • The intermediate: The customer retention funnel + its stages
  • The advanced: Custom B2B marketing funnels: The B2B email marketing funnel and the content marketing funnel
  • B2B marketing funnel optimization and analytics

This article is a must-read if you want to get the full rundown of the B2B marketing funnel. 💫


📅 Upcoming events 📅

💻 ABM Summit 💻

Ready for a change from generic campaigns? It’s as easy as A-B-M 💡…

Join industry leaders and thought provocateurs for an unmissable virtual event on June 13, ABM Summit.

Here's what you'll get:

  • Master ABM strategies: Learn from the industry's thought leaders on how to optimize your marketing for high-value accounts.
  • Gain invaluable insights and actionable strategies from top industry experts, from LinkedIn, Adobe, Salesforce etc, tailored to address your most pressing challenges and help you achieve your ABM goals.
  • Harness ABM for competitive advantage: Dive deep into ABM tactics and methodologies, empowering your marketing team to outperform rivals and achieve unparalleled results.

🎟 Grab your complimentary pass + OnDemand access


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💬 Talking points 💬


Check out the hot topics this week in our #rma-questions channel!

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👋 Content opportunities


Would you like to appear on an episode of our upcoming podcast?

🎙 Just contact Stevie Langford to find out more or put your request in here.