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Inbound Marketing & Account Based Marketing - HubSpot User Group

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Zak Pines presents six ways to leverage Inbound Marketing & Account Based Marketing together as part of your integrated marketing approach, presented to HubSpot User Group at HubSpot HQ on November 28, 2017.

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Inbound Marketing & Account Based Marketing - HubSpot User Group

  1. 1. Nov 28, 2017 ABM + Inbound Marketing
  2. 2. Zak Pines @MoneyballMktr ● VP, Marketing @BedrockData ● HubSpot User ● Runs MoneyballMarketer.com Blog ● 20 years MarTech
  3. 3. 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?
  4. 4. ABM vs INBOUND Too much EITHER-OR debate Opinion Culture Vendor Positioning
  5. 5. What the Vendors Don’t Tell You It’s both It’s always been about your INTEGRATED MARKETING MIX
  6. 6. A funny story about that While positioning “Outbound is Dead” HubSpot has an Outbound Team! And This Happened
  7. 7. 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
  8. 8. 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
  9. 9. What’s different? The Math ● Conversion Rates ● Scalability
  10. 10. What’s different? The Movement ● Unified Approach ● Community / Passion
  11. 11. Guess what, they often complement each other BUT HOW?
  12. 12. 6 Ways to Get Inbound & ABM Working Together
  13. 13. #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
  14. 14. #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)
  15. 15. #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
  16. 16. #4 Leverage ABM techniques for inbound follow-up WEBSITE + EMAIL + BANNER ADS
  17. 17. #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
  18. 18. #5 Use ABM to “Ignite Inbound” • Target account advertising • CTAs to your content • Advertising = Helpful if it’s relevant, well targeted & contextual
  19. 19. #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
  20. 20. #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
  21. 21. ….. What Else? How are you connecting ABM & Inbound?
  22. 22. 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
  23. 23. Discussion My Contact Info www.MoneyballMarketer.com @MoneyballMktr

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