The document provides a 10-step template for creating an inbound marketing strategy. It outlines assessing current strategies, learning inbound tactics, building a team, defining goals, understanding audiences, creating marketing plans and schedules, optimizing websites, improving content, increasing audience reach, and reporting metrics. The template aims to help users comprehensively plan and implement an inbound strategy that delivers results.
What it the current state of inbound marketing in 2020? How much budget are B2B marketers planning to put towards inbound marketing? And what channels, techniques and content formats are most popular for success? We asked over 200 B2B marketers to give us an insight into their inbound marketing approaches...
How can you get your ABM strategy off the ground?This workbook will help you kick-start your ABM journey and guarantee success! Complete with planners, flowcharts, checklists and templates, this workbook is a must-use for any B2B marketer getting started with ABM.
Marketing automation has evolved from simple email distribution to comprehensive marketing management platforms. Current platforms provide enhanced functionality for disseminating content across various platforms, including nurturing, tracking, reporting and analytics. Marketing automation can significantly increase lead generation, bring marketing and sales into alignment, and allow for more targeted campaigns through database segmentation. When utilized fully, it provides an excellent return on investment.
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
The document discusses account-based everything (ABE), which is a strategic approach that orchestrates personalized marketing, sales, and customer success efforts to drive engagement and conversion at named accounts. It outlines a three-step process for ABE: 1) develop an ideal customer/buyer profile for accounts, 2) create account-specific messaging and content, 3) coordinate experiences across channels. Key aspects of ABE include treating each account individually to increase relevance, coordinating efforts across departments, and measuring engagement and impact on sales outcomes over time at accounts.
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
Secret Sauce for Outbound Marketing and Account Based EverythingEngagio
Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.
What it the current state of inbound marketing in 2020? How much budget are B2B marketers planning to put towards inbound marketing? And what channels, techniques and content formats are most popular for success? We asked over 200 B2B marketers to give us an insight into their inbound marketing approaches...
How can you get your ABM strategy off the ground?This workbook will help you kick-start your ABM journey and guarantee success! Complete with planners, flowcharts, checklists and templates, this workbook is a must-use for any B2B marketer getting started with ABM.
Marketing automation has evolved from simple email distribution to comprehensive marketing management platforms. Current platforms provide enhanced functionality for disseminating content across various platforms, including nurturing, tracking, reporting and analytics. Marketing automation can significantly increase lead generation, bring marketing and sales into alignment, and allow for more targeted campaigns through database segmentation. When utilized fully, it provides an excellent return on investment.
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
The document discusses account-based everything (ABE), which is a strategic approach that orchestrates personalized marketing, sales, and customer success efforts to drive engagement and conversion at named accounts. It outlines a three-step process for ABE: 1) develop an ideal customer/buyer profile for accounts, 2) create account-specific messaging and content, 3) coordinate experiences across channels. Key aspects of ABE include treating each account individually to increase relevance, coordinating efforts across departments, and measuring engagement and impact on sales outcomes over time at accounts.
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
Secret Sauce for Outbound Marketing and Account Based EverythingEngagio
Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.
The buzz around account-based marketing is palpable. With covid even more, B2B marketers are implementing new ABM programmes. A further study from Demandbase and Integrate found that 83% of B2B marketers polled said their organisations would be spending more on ABM than last year.
Internal challenges
Managing ‘older’ mindset sales expectations of ready to talk shop MQLs.
Sales and Marketing Account Based alignment
How to use Content
Inflexible or diluted messaging
Flexible templating on ABM content
Enabling sales to deal with an ‘unstructured’ moment or opportunity
Marketing qualified intelligence
Targeting company by company
External challenges
Target audiences no longer have predictable daily routines for targeting.
Noise in the digital event space, email and inmail space.
ABM is a reflection of good relationship management practices that drive customer investment decisions.
Future growth will come down to how well you can activate your customer base, both prospective and existing, to drive sales.
Here is your Complete Digital Marketing Strategy, Plan, Worksheet, Content Calendar Template for 2019.
A step by step plan including Business Objectives, Budget, Resources
https://www.webmarketingacademy.in/
How to write a marketing plan a comprehensive guide [w templates]NicoleOHalloran1
This document provides a comprehensive guide to writing an effective marketing plan, including templates. It discusses the importance of preparation, research, goals, strategy, and measurement. The key sections of a marketing plan are outlined as business information, introduction/goals, competitive analysis, SWOT analysis, target market, unique selling proposition, branding, website, marketing channels, and measurements. Extensive details are provided on each section and performing necessary pre-plan research steps like competitor analysis, SWOT analysis, creating buyer personas, and understanding the buyer's journey. The guide emphasizes developing goals, tactics, and KPIs and treating the plan as a living document.
ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts of a certain size. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
ABM is a strategic approach that coordinates personalized marketing and sales efforts at named accounts. It involves identifying target companies, engaging them with professional campaigns, and building lasting relationships that lead to new opportunities. Key aspects of ABM include researching accounts to develop ideal customer profiles, creating relevant content to engage accounts across appropriate channels, and measuring the impact of ABM activities on sales outcomes.
The document provides a crash course on account-based marketing (ABM), outlining 9 steps to an effective ABM program, including positioning ABM strategically, staffing up for success, agreeing on goals with sales, prioritizing accounts, understanding accounts, fueling sales and marketing alignment, orchestrating campaigns, measuring success, optimizing over time, and gaining executive support. ABM is a collaborative strategy that engages sales, marketing, and other teams to create well-orchestrated campaigns for key client accounts based on deep insights into their business and goals.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
The document discusses operationalizing account-based marketing (ABM) in 2018. It provides a seven-step roadmap for ABM including defining objectives and ensuring alignment between sales and marketing, identifying and prioritizing accounts, configuring CRM and marketing technology systems, developing account data and insights, creating content and campaigns, equipping the sales team, and measuring and refining the ABM strategy. The roadmap offers specific actions and considerations for each step to help marketers implement a successful ABM program.
6 key steps for account based marketing that really worksConvergeHub
The document outlines 6 key steps for account based marketing: 1) Find your target accounts, 2) Research your accounts, 3) Create customized content for each account, 4) Choose appropriate channels to deliver your content, 5) Run an integrated campaign across channels, and 6) Measure results such as engagement, revenue, and list growth. It emphasizes aligning marketing and sales, treating each account like its own market, and using content to influence the right stakeholders within accounts.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
The document provides an overview of account based everything and its benefits. It discusses how account based everything coordinates personalized marketing, sales development, sales and customer success efforts to drive engagement and conversion among targeted accounts. This involves orchestrating intelligence-driven programs and campaigns across functions, as well as providing valuable and personalized buyer experiences through coordinated high-effort outreach.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising.
Using Callidus TrueAnalytics to Drive Sales Plan EffectivenessCallidus Software
Bruce Jackson discusses using Callidus TrueAnalytics business intelligence technology to analyze sales incentive plan data and determine if plans are effectively meeting business objectives. Key factors that make plans effective include measuring performance metrics against strategic goals, analyzing earnings vs performance correlations, and understanding operating expenses and how the plan impacts them. Turnover, earnings demographics, and market competitiveness can also provide important insights.
The document discusses six account-based marketing programs to consider for targeting accounts. It describes dynamic content personalization, nurture programs scaled through tools like Engagio Playmaker, building out targets using data partners, using personalized video, website retargeting, and ad retargeting programs. It emphasizes designing programs with sales enablement in mind, building a realistic plan, and using an interaction management framework to coordinate content and nurtures.
B2B Account Based Marketing (ABM) Strategy OverviewFour Quadrant LLC
B2B ABM Strategy Overview
Download the ABM Planning Template www.fourquadrant.com/go-to-market-planning-templates/account-based-marketing-template/
Key Planning Assumptions Based on Research
- How Account Based Marketing (ABM) Translates to Revenue
- ROI for Account Based Marketing (ABM)
- Account Based Marketing (ABM) as a Percentage of the Overall Marketing Budget
- Account Based Marketing (ABM) Adoption
- How Account Based Marketing (ABM) Challenges
- Is Tech a Barrier for Account Based Marketing (ABM)
- Is Account Based Marketing (ABM) an Effective Use of Marketing Tech
For additional go to market resources visit www.fourquadrant.com
Free Downloads @ fourquadrant.com/free-marketing-templates/
For key market research & Stats from Gartner, IDC, Forrester and more visit www.fourquadrant.com/go-to-market-charts-marketing/
Leverage pragmatic insights on go to market processes and market tactics @ www.fourquadrant.com/marketing-resource-blog/
Go-To-Market Strategy Planning Templates @
www.fourquadrant.com/go-to-market-planning-templates/go-to-market-strategy-planning-template/
This document discusses how Corrao Group, a national business consulting firm, has helped clients maximize their investment in Salesforce over many years. It describes how they helped clients transition from manual, disjointed processes to integrated, automated systems using Salesforce, Pardot, and other tools. This provided benefits like real-time visibility, improved marketing and sales alignment, increased productivity, and better customer engagement. Case studies show impacts like higher response and conversion rates, faster cash flow, and better management of large pipelines. The document promotes Corrao Group's services and experience in custom Salesforce solutions and Account-Based Marketing.
The document discusses Account-Based Marketing (ABM) best practices. It recommends segmenting accounts into stages based on engagement and intent using an Opportunity-Based Marketing (OBM) framework. This helps align marketing and sales objectives and metrics to each stage in the buying process. It also stresses the importance of understanding key personas at target accounts, crafting personalized narratives for each, and selecting appropriate tactics at each stage, from awareness campaigns to 1:1 sales outreach. Finally, it addresses how to evaluate technology solutions, select target accounts, develop relevant content, and establish goals to measure ABM success.
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
This document provides an ebook on digital marketing strategies for small businesses. It discusses building a customer avatar to truly understand target audiences. The ebook then outlines a six-step strategy to increase sales through digital marketing: 1) Build a customer avatar, 2) Grow awareness and visibility, 3) Drive website traffic, 4) Convert traffic, 5) Increase conversion rates, and 6) Increase sales. It emphasizes that understanding customers is key to developing effective ads and a successful strategy.
This document provides an ebook on digital marketing strategies for small businesses. It introduces the publisher, Lyfe Marketing, an agency that helps small businesses with digital marketing. The ebook then outlines a step-by-step digital marketing strategy to triple sales, including building a customer avatar, growing awareness and visibility, driving website traffic, converting traffic, increasing conversion rates, and increasing sales. It emphasizes the importance of truly understanding customers to develop a relevant strategy.
The buzz around account-based marketing is palpable. With covid even more, B2B marketers are implementing new ABM programmes. A further study from Demandbase and Integrate found that 83% of B2B marketers polled said their organisations would be spending more on ABM than last year.
Internal challenges
Managing ‘older’ mindset sales expectations of ready to talk shop MQLs.
Sales and Marketing Account Based alignment
How to use Content
Inflexible or diluted messaging
Flexible templating on ABM content
Enabling sales to deal with an ‘unstructured’ moment or opportunity
Marketing qualified intelligence
Targeting company by company
External challenges
Target audiences no longer have predictable daily routines for targeting.
Noise in the digital event space, email and inmail space.
ABM is a reflection of good relationship management practices that drive customer investment decisions.
Future growth will come down to how well you can activate your customer base, both prospective and existing, to drive sales.
Here is your Complete Digital Marketing Strategy, Plan, Worksheet, Content Calendar Template for 2019.
A step by step plan including Business Objectives, Budget, Resources
https://www.webmarketingacademy.in/
How to write a marketing plan a comprehensive guide [w templates]NicoleOHalloran1
This document provides a comprehensive guide to writing an effective marketing plan, including templates. It discusses the importance of preparation, research, goals, strategy, and measurement. The key sections of a marketing plan are outlined as business information, introduction/goals, competitive analysis, SWOT analysis, target market, unique selling proposition, branding, website, marketing channels, and measurements. Extensive details are provided on each section and performing necessary pre-plan research steps like competitor analysis, SWOT analysis, creating buyer personas, and understanding the buyer's journey. The guide emphasizes developing goals, tactics, and KPIs and treating the plan as a living document.
ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts of a certain size. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
ABM is a strategic approach that coordinates personalized marketing and sales efforts at named accounts. It involves identifying target companies, engaging them with professional campaigns, and building lasting relationships that lead to new opportunities. Key aspects of ABM include researching accounts to develop ideal customer profiles, creating relevant content to engage accounts across appropriate channels, and measuring the impact of ABM activities on sales outcomes.
The document provides a crash course on account-based marketing (ABM), outlining 9 steps to an effective ABM program, including positioning ABM strategically, staffing up for success, agreeing on goals with sales, prioritizing accounts, understanding accounts, fueling sales and marketing alignment, orchestrating campaigns, measuring success, optimizing over time, and gaining executive support. ABM is a collaborative strategy that engages sales, marketing, and other teams to create well-orchestrated campaigns for key client accounts based on deep insights into their business and goals.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
The document discusses operationalizing account-based marketing (ABM) in 2018. It provides a seven-step roadmap for ABM including defining objectives and ensuring alignment between sales and marketing, identifying and prioritizing accounts, configuring CRM and marketing technology systems, developing account data and insights, creating content and campaigns, equipping the sales team, and measuring and refining the ABM strategy. The roadmap offers specific actions and considerations for each step to help marketers implement a successful ABM program.
6 key steps for account based marketing that really worksConvergeHub
The document outlines 6 key steps for account based marketing: 1) Find your target accounts, 2) Research your accounts, 3) Create customized content for each account, 4) Choose appropriate channels to deliver your content, 5) Run an integrated campaign across channels, and 6) Measure results such as engagement, revenue, and list growth. It emphasizes aligning marketing and sales, treating each account like its own market, and using content to influence the right stakeholders within accounts.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
The document provides an overview of account based everything and its benefits. It discusses how account based everything coordinates personalized marketing, sales development, sales and customer success efforts to drive engagement and conversion among targeted accounts. This involves orchestrating intelligence-driven programs and campaigns across functions, as well as providing valuable and personalized buyer experiences through coordinated high-effort outreach.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising.
Using Callidus TrueAnalytics to Drive Sales Plan EffectivenessCallidus Software
Bruce Jackson discusses using Callidus TrueAnalytics business intelligence technology to analyze sales incentive plan data and determine if plans are effectively meeting business objectives. Key factors that make plans effective include measuring performance metrics against strategic goals, analyzing earnings vs performance correlations, and understanding operating expenses and how the plan impacts them. Turnover, earnings demographics, and market competitiveness can also provide important insights.
The document discusses six account-based marketing programs to consider for targeting accounts. It describes dynamic content personalization, nurture programs scaled through tools like Engagio Playmaker, building out targets using data partners, using personalized video, website retargeting, and ad retargeting programs. It emphasizes designing programs with sales enablement in mind, building a realistic plan, and using an interaction management framework to coordinate content and nurtures.
B2B Account Based Marketing (ABM) Strategy OverviewFour Quadrant LLC
B2B ABM Strategy Overview
Download the ABM Planning Template www.fourquadrant.com/go-to-market-planning-templates/account-based-marketing-template/
Key Planning Assumptions Based on Research
- How Account Based Marketing (ABM) Translates to Revenue
- ROI for Account Based Marketing (ABM)
- Account Based Marketing (ABM) as a Percentage of the Overall Marketing Budget
- Account Based Marketing (ABM) Adoption
- How Account Based Marketing (ABM) Challenges
- Is Tech a Barrier for Account Based Marketing (ABM)
- Is Account Based Marketing (ABM) an Effective Use of Marketing Tech
For additional go to market resources visit www.fourquadrant.com
Free Downloads @ fourquadrant.com/free-marketing-templates/
For key market research & Stats from Gartner, IDC, Forrester and more visit www.fourquadrant.com/go-to-market-charts-marketing/
Leverage pragmatic insights on go to market processes and market tactics @ www.fourquadrant.com/marketing-resource-blog/
Go-To-Market Strategy Planning Templates @
www.fourquadrant.com/go-to-market-planning-templates/go-to-market-strategy-planning-template/
This document discusses how Corrao Group, a national business consulting firm, has helped clients maximize their investment in Salesforce over many years. It describes how they helped clients transition from manual, disjointed processes to integrated, automated systems using Salesforce, Pardot, and other tools. This provided benefits like real-time visibility, improved marketing and sales alignment, increased productivity, and better customer engagement. Case studies show impacts like higher response and conversion rates, faster cash flow, and better management of large pipelines. The document promotes Corrao Group's services and experience in custom Salesforce solutions and Account-Based Marketing.
The document discusses Account-Based Marketing (ABM) best practices. It recommends segmenting accounts into stages based on engagement and intent using an Opportunity-Based Marketing (OBM) framework. This helps align marketing and sales objectives and metrics to each stage in the buying process. It also stresses the importance of understanding key personas at target accounts, crafting personalized narratives for each, and selecting appropriate tactics at each stage, from awareness campaigns to 1:1 sales outreach. Finally, it addresses how to evaluate technology solutions, select target accounts, develop relevant content, and establish goals to measure ABM success.
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
This document provides an ebook on digital marketing strategies for small businesses. It discusses building a customer avatar to truly understand target audiences. The ebook then outlines a six-step strategy to increase sales through digital marketing: 1) Build a customer avatar, 2) Grow awareness and visibility, 3) Drive website traffic, 4) Convert traffic, 5) Increase conversion rates, and 6) Increase sales. It emphasizes that understanding customers is key to developing effective ads and a successful strategy.
This document provides an ebook on digital marketing strategies for small businesses. It introduces the publisher, Lyfe Marketing, an agency that helps small businesses with digital marketing. The ebook then outlines a step-by-step digital marketing strategy to triple sales, including building a customer avatar, growing awareness and visibility, driving website traffic, converting traffic, increasing conversion rates, and increasing sales. It emphasizes the importance of truly understanding customers to develop a relevant strategy.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
The Content Marketing Blueprint is a Sales Engine. It is a strategy for attracting visitors to a website, identifying leads and converting leads to sales.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Digital marketing formulas That You
The modern shopper marketer faces numerous tasks in their day-to-day, none more daunting than trying to navigate the ever-changing digital media landscape.It's easy for even the most knowledgeable marketer to get bogged down with the endless complexities and subtle nuances of the digital media space. There isn't a simple and easy way for shopper marketers to become digital media experts overnight. However, the truth is that you don't need to be an expert to execute expertly designed digital plans for your shopper marketing campaigns
Help You to get more high potential clients and how we generate 5 figure
Planning and Preparation covering:
SWOT analysis & audit
What is a marketing plan & how can it help you?
Marketing plan types & getting started
Elements of a digital marketing strategy
SMART goals
Breaking goals down
Content marketing timeline
Social Media Scheduling & CRM
Pricing Clarity
Pareto 80:20 Rule
Pricing Offer
IEEE GlobalSpec is pleased to provide you with this Marketing Planning Kit to help you evaluate the effectiveness of your
current marketing choices, calculate the value of existing marketing programs, understand today’s marketing landscape,
and plan more effective strategies for 2019. Our intent is to help you define and achieve your marketing goals and
objectives for the year ahead.
Marketing within Recruitment - The Swiss Army Knife of Modern Day Recruitment...Colleague Software
The role of marketing throughout the contemporary recruitment landscape is evolving – and fast. Marketing professionals able to adapt to unfeasibly quick changes and lead strategies across a sector so domineeringly dynamic, really have become the Swiss Army knife of modern-day recruitment performance. Once it was the recruiter making all the business decisions: now this role is the domain of the marketer.
From employer branding to candidate attraction to content production to choosing the most suitable internal tech structure, today’s recruitment marketers are not only on the cusp of change, they are leading it. And the staffing sector is a better place for it: Slicker, exciting and undeniably more professional.
This Whitepaper highlights how to become a brilliant marketer within the recruitment sector, covering topics including:
• What is the point? How can modern marketers really help recruiters?
• Recruitment is a process – so how can you really differentiate?
• Harnessing the power of your audience
• How to create compelling content for LinkedIn that drives traffic
back to your website
• Content plans which don’t cause discontent
• The Big Brand Approach to Engaging Customers
• Behavioural Tricks for New Business Persuasion
The document provides details on creating a customer journey-based marketing plan to sign up new customers for Udacity's Digital Marketing Nanodegree Program (DMND). The plan aims to obtain 300 signups using a $50,000 budget over one quarter. It outlines target personas, phases of the customer journey, marketing tactics, budget allocation across phases, and key metrics to evaluate campaign performance. The highest spending and sales are projected for the "Desire" phase through Facebook advertising. The overall campaign ROI is calculated to be positive.
The document provides a step-by-step guide to digital marketing. It discusses 7 key steps: 1) Creating a marketing strategy with goals, target groups, and tools. 2) Using the SEE THINK DO CARE framework to focus on customer purchasing process. 3) Creating an effective website. 4) Using SEO to rank high in search engines. 5) Reaching new customers with PPC ads. 6) Building a fan base on social media. 7) Collecting email addresses and engaging customers. For each step, it outlines the process and recommendations for implementation and measurement of success. The overall guide aims to help small and medium businesses understand and implement different online marketing strategies and tools.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses key concepts like competitive positioning, brand strategy, and categorizing marketing activities into strategy, tools, and customer acquisition buckets. The overall marketing process described ties together strategic planning, financial planning, creative development, marketing execution, sales, and customer retention.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It provides examples of how different companies deliver value through operational excellence, product leadership, or customer intimacy.
Successful Marketing Starts With A StrategySpryIdeas
Of course, as any savvy marketer knows, in today’s world, nurturing or drip marketing can be a powerful tool to grow your business, which involves sending or “dripping” messages to customers or prospects over time. In other words, marketing ain’t what it used to be. In fact, some experts say marketing is evolving faster than universities can develop new courses to teach the next generation of marketers – they are essentially learning on the job. (http://bit.ly/2ghsK8H)
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
Similar to Inbound Marketing Strategy [Template] (20)
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
1. w w w. i n b o x i n s i g h t . c o m
YOUR INBOUND
MARKETING
STRATEGY
[TEMPLATE]
2. 2 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Inbound marketing can provide great benefits to businesses able to implement a fully comprehensive and integrated strategy. While outbound
strategies work on disrupting the audience with ads, inbound marketing focuses more on building brand connections, developing a loyal
audience and providing useful, relevant information when they need it most.
This means there are numerous components required to create a smooth-running, successful strategy that delivers results. To help you get
this right, we’ve created this strategy template to help you iron out each stage of the strategy-planning process.
Step 1: Assess your current strategy
Before you can begin planning your new strategy, you need to first take stock of what you’re currently doing and how well that’s working. You can do
this with three easy steps:
1. Look at your current marketing assets and work out what you currently have and what you’re optimizing. You can use the table below to help
with this. (We’ve filled out the first example for you.)
Name of asset:
Your ABM Strategy in 7
Simple Steps [Workbook]
Currently available?
Is it being
optimized?
Notes
New launch campaign has
started
3. 3 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
2. Look at how much is currently being spent on outbound techniques and how much you can/should allocate to inbound.
3. Look at current campaigns and work out what’s doing well and what isn’t:
Campaign name ABM marketing
What’s working?
Unique pieces of content
for different ability levels
What’s not working?
Serving ads to wide
audiences
4. 4 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 2: Learn basic inbound tactics and techniques
If you’ve only ever worked with outbound techniques, then it’s going to be important for you and your team to learn about key inbound tactics.
Take a look at the below. Spend some time researching each technique, and when you’re ready, write how you’re going to use it.
BLOGGING
SOCIAL
MEDIA POSTS
ADVANCED
CONTENT
CREATION
Create well-thought out blogs to help solve
customer pain points, build awareness of our
brand, and establish authority
Share the content we create to our social
audiences for visibility, this will help boost
awareness and drive traffic back to the site
Create research reports to demonstrate thought
leadership and add value using first-party data for
added value
5. 5 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
VIDEOS
EMAIL
MARKETING
MARKETING
AUTOMATION
SEO
Create video testimonials to show brand value,
and use videos to bring content to life and reach
audience through different medium
Use emails to maintain relationships with current
customers, provide offers and nurture them
toward conversion
Create automated workflows to help nurture
leads by offering additional value through
content/help/offers
Optimize content to improve visibility in search
rankings and drive more traffic through to the site
6. 6 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 3: Create or outsource your team
You can’t execute your strategy if you haven’t got the right people in
your team. Digital is fast-paced and ever-changing, so you’re going to
need digitally-savvy, talented experts on your team.
Use the template below to build your team.
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
You’ll need:
• Inbound marketing strategists
• Content creators and writers
• Social media coordinators
• Designers
• Web developers
• SEO managers and analysts
7. 7 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
Name:....................................................
Department:...........................................
Role in the team:....................................
..............................................................
8. 8 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 4: Define your core marketing goals
For your inbound marketing strategy to be a success, you need to know what you’re trying to achieve. To do this, it’s vital you set clear goals. You
need to know what it is you’re trying to achieve and what this means for your brand in the long-term; how will this help the overall business?
Use the SMART acronym to help craft the right goals:
S= SPECIFIC
What do you want to
accomplish?
M = MEASURABLE
How can you measure
progress?
A= ATTAINABLE
How are you going to
reach this goal?
R = RELEVANT
How relevant is this
goal to business
objectives?
T= TIMELY
When do you expect to
complete this goal?
Example
I want to increase the
number of MQLs passed to
the Sales team by 25%.
We will track the number of
MQLs being passed over.
We will improve the
conversion rate of the website
to 10% by optimizing landing
pages and creating content
for different buyer stages.
Increasing the number of
MQLs will help support sales
in reaching their revenue
target for the year.
This goal should be
completed by the end of Q3
Goal 1
Goal 2
Goal 3
9. 9 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 5: Get to know your
target audience
In order to action your goals, you now need
to know WHO you’re targeting. It’s time
to build your buyers personas using key
demographics such as:
• Job role
• Industry
• Company size
• Budget
• Priorities
• Pain points
• Business objectives
Unfortunately, the B2B buying cycle is
complex, which means there is almost
always more than one person involved in
the purchasing decision. Instead of focusing
on one buyer persona at a time, you need
to be more strategic in your approach and
consider the whole DMU (decision making
unit). This DMU persona builder will help:
User Initiator Influencer Decision Maker Buyer
Job Titles
(e.g. Executives/
Managers/ Shareholders/
Directors/ Finance...etc.)
Priorities
(e.g. Efficiency/
productivity/ cost/
reduction...etc.)
Information Needs
(e.g. Advice/ product/ info/
cost/ analysis...etc.)
Content Preferences
(e.g. Infographics/
checklists/ analyst
reports...etc.)
Channel Engagement
(e.g. Social/ email/
subscriptions/ display...
etc.)
What stages of the buyer
decision process do they
appear in?
Out of 1-5, what’s their
influence on the buying
decision?
10. 10 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Who do they want to
impress?
What do they fear?
BUYER PERSONA A BUYER PERSONA B BUYER PERSONA C BUYER PERSONA D BUYER PERSONA E
Content Hook
(directly informed by
identified pain points)
Intent Signals
(Searching/Browsing/
Action/Firmographic/
Predictive…etc)
Formats
(infographics/checklists/
whitepapers/thought
leadership…etc)
Primary Channels
(email/social/third party
platforms/events/blogs…
etc)
Tone of Voice (ToV)
Step 5: Get to know your
target audience [CONTINUED]
11. 11 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 6: Build an inbound marketing plan and schedule
It’s now time to carve out your marketing plan. To do this, you’ll need the following:
• A carefully considered content schedule
• A social media calendar
• A lead generation and lead nurturing program
Use this calendar for your content and social media schedule. It’s flexible, so you can add the dates in the top left.
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
12. 12 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Create yourself a lead nurture workflow using the diagram below. Obviously there will always be deviations from this workflow and a single
prospect may need to go through some of the processes more than once in order to move further down the funnel, but this is the most linear way
you can map it out.
For example:
Now it’s your turn:
Website visitor
requests report
download
Email is sent
containing
download
Follow up email
is sent 1 week
later
Remarketing
is launched
across different
platforms
If action is
taken, email
offer for demo is
sent
Sales follow up
with call
Conversion
happens
13. 13 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 7: Optimize your website
One of the most important steps is ensuring your website is optimized. You need to consider usability, mobile responsiveness and how you capture
data, but most important is the SEO optimization of your pages and your content. To help get you started, list out your web pages, their current
meta description if they have one, their new and improved meta description and their focus keywords. This will help you focus on how the page is
perceived by search engines and will improve your rankings.
Page
Title
(max 60 characters)
URL
Current meta
description
New meta description
(max 160 characters)
Keywords
Home Inbox Insight www.inboxinsight.com EMEA lead generation
and content marketing
campaigns, helping
marketing teams generate
new sales leads.
Inbox Insight amplify
content to a global
community of 3.5M+ active
business professionals, at
the right time, in the right
war, see what we do.
Demand generation,
content amplification, B2B
14. 14 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 8: Constantly improve your content
You need to work out how you’re going to keep your content fresh. This means staying abreast of current topics, going back and improving old
articles, as well as repurposing existing content. You also need to reach different target audiences through different content formats to appeal
to different platforms and how people prefer to consume content. For example, time poor senior managers might be more likely to listen to a
whitepaper repurposed into a podcast on the go, than sit down and read it from start to finish.
Take a look at the different content formats below and tick which ones you think you could create from your existing content
Webinar (Live and On-Demand) Slideshare presentation Template
Video Podcast Checklist
Display (banner) Digital radio Business case
Infographic Audiobook Case study
Virtual reality Analyst report Vendor guide
Animation How-to guide Review
Social image eBook Interactive PDF
LookBook Workbook Newsletter
15. 15 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Now let’s plan how you’re going to repurpose specific pieces of content using the mind map below.
We’ve given you an example to help get you started:
BLOG POST:
Inbound Marketing Strategy:
Which Tactics Should You Use?
INFOGRAPHIC:
Inbound Marketing Statistics
You Should Know
REPURPOSE IDEA:
REPURPOSE IDEA:
REPURPOSE IDEA:
REPURPOSE IDEA:
WORKBOOK:
Your Inbound Marketing
Strategy Template
SLIDESHARE:
Inbound Marketing Statistics
You Should Know
RESEARCH:
B2B Inbound Marketing
Insight Report
CONTENT:
16. 16 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 9: Increase your audience reach
It’s now time to look at how you’re going to get your content in front of the right people. At this point, you can also start to leverage some outbound
techniques for a more hybrid approach.
Techniques you should consider are:
• Guest posting on other sites for backlinks
• Boosted social media posts through audience targeting
• Online distribution via forums and communities
Detail how you’re going to increase your audience reach and which techniques you’ll use to do so:
17. 17 YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
Step 10: Have a reporting system in place
The final step is to start reporting on your results. Look back over your goals to determine which metrics are going to be important to you and find
the right tools to report on them, whether this is GA for website analytics or Hootsuite for social analytics. Identify which metrics are important to
you and go from there.
GOAL IMPORTANT METRICS TOOLS
Example
I want to increase the number of MQLs passed to
the Sales team by 25%.
Number of MQLs, website conversion rate Salesforce, Google Analytics
Goal 1
Goal 2
Goal 3
18. YOUR INBOUND MARKETING STRATEGY
www.inboxinsight.com
+1-508-424-5330
We can support your B2B marketing
with a series of optimized demand generation
products based on your objectives
Ready to build your own success story?
Identify your audience, activate
their interest and generate
our optimized multi-channel
campaigns.
InboxENGAGE
A blend of targeted email marketing
and the latest programmatic
advertising technology to achieve
superior audience reach,
relevancy and scale.
InboxNEXUS
A powerful end-to-end content
around creating seamless digital
experiences and optimized
reader journeys.
InboxINTEGRATE
A suite of content writing and
creative services dedicated to
crafting outstanding content that
strikes a chord with your
target audience.
InboxCREATE
We curate your best content, and
optimize it using insight, then
drive a relevant audience to
the hub with multiple
digital touchpoints.