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.

Marketing

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 Info
www.MoneyballMarketer.com
@MoneyballMktr

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From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth. Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.” They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all. In this webinar, you’ll discover: The underlying dynamics fueling sales and marketing misalignment How to implement practical solutions without disrupting day-to-day operations How to cultivate a culture of collaboration and unity for long-term success How to align on metrics that matter Why it’s essential to break down technology and data silos How ABM can be a powerful unifier

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

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1. Nov 28, 2017 ABM + Inbound Marketing

2. Zak Pines @MoneyballMktr ● VP, Marketing @BedrockData ● HubSpot User ● Runs MoneyballMarketer.com Blog ● 20 years MarTech

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. ABM vs INBOUND Too much EITHER-OR debate Opinion Culture Vendor Positioning

5. What the Vendors Don’t Tell You It’s both It’s always been about your INTEGRATED MARKETING MIX

6. A funny story about that While positioning “Outbound is Dead” HubSpot has an Outbound Team! And This Happened

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. 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. What’s different? The Math ● Conversion Rates ● Scalability

10. What’s different? The Movement ● Unified Approach ● Community / Passion

11. Guess what, they often complement each other BUT HOW?

12. 6 Ways to Get Inbound & ABM Working Together

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. #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. #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. #4 Leverage ABM techniques for inbound follow-up WEBSITE + EMAIL + BANNER ADS

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. #5 Use ABM to “Ignite Inbound” • Target account advertising • CTAs to your content • Advertising = Helpful if it’s relevant, well targeted & contextual

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. #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. ….. What Else? How are you connecting ABM & Inbound?

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. Discussion My Contact Info www.MoneyballMarketer.com @MoneyballMktr

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