Nov 28, 2017

ABM + Inbound Marketing

Zak Pines@MoneyballMktr

● VP, Marketing @BedrockData

● HubSpot User

● Runs MoneyballMarketer.com Blog

● 20 years MarTech

Let’s start by hearing from each other

How many of us have an inbound marketing program in place?

Is sales closely involved?

How many of us have an ABM program in place?

Is sales closely involved?

ABM vs INBOUND

Too much EITHER-OR debate

Opinion Culture Vendor Positioning

What the Vendors Don’t Tell You

It’s both

It’s always been about your

INTEGRATED MARKETING MIX

A funny story about that

While positioning

“Outbound is Dead”

HubSpot has an

Outbound Team!

And This Happened

So today let’s talk about:

ABM & Inbound

• What’s the same

• What’s different

• 6 ways to get them working together

• Softwares to consider

What’s the same?

BOTH ABM & INBOUND REQUIRE:• A tight definition of target audience / persona

• An in-depth understanding of how customers’ buy

• High quality, relevant content

• Close alignment with Sales

• Significant commitment to drive sustainable growth

What’s different?

The Math

● Conversion Rates

● Scalability

What’s different?

The Movement

● Unified Approach

● Community / Passion

Guess what, they often complement each other

BUT HOW?

6 Ways to Get Inbound &

ABM Working Together

#1 Use account-based insights to feed your content strategy

• Develop content that is aligned to target accounts

(problems, challenges, buying questions)

• Interview customers & sales reps to gather this insight

#2 Personalize your website experience by account

• Content personalization (role-based or industry-based

content)

• Quick Win: Welcome Them (Account Name), Bring Them

Into a Conversation / Chat (No Form)

#3 Inbound insights to sales reps for target accounts

• Inform sales reps/SDRs of website interaction from target

accounts

• Tier based on “HOT” vs. “FYI” pages

#4 Leverage ABM techniques for inbound follow-up

WEBSITE +

EMAIL +

BANNER

ADS

#4 Leverage ABM techniques for inbound follow-up

After visitors engage with content (anonymously)...

(1)Identify accounts

(2)Identify likely site visitors (titles, skills)

(3)Orchestrate retargeting & outreach aligned to

content topics (multi-channel)

(4)Close the loop on email replies to keep account

database current

#5 Use ABM to “Ignite Inbound”

• Target account advertising

• CTAs to your content

• Advertising = Helpful if it’s

relevant, well targeted &

contextual

#5 Use ABM to “Ignite Inbound”

Relevant advertising as the intersection of ABM & Inbound

● 111k planned IT projects,

1,675 ad campaigns

covering 700M banner

impressions

● Interviewed for vendors

considered

● Consistent advertisers:

+25% lift

#6 Sales Enablement for using inbound content in 1:1 account development

• Enable salespeople to use content

• For 1:1 usage for account targeting, people map

expansion & opportunity development

• Example: Customer Interview Snippets

….. What Else?

How are you connecting ABM

& Inbound?

9 softwares to check out

Conversational

Marketing

“Wrote the Book

on ABM”

SF lead to account

match

Account Identification &

Contact Matching

Data Integration &

Warehousing

Account Based

Advertising

Account Based

Advertising & Lead Gen

Programs

Account Identification,

Ads & “Intent”

Reply Email Mining

Discussion

My Contact Infowww.MoneyballMarketer.com

@MoneyballMktr