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#INBOUND16@adamvonreyn
INBOUND OR ABM: HOW THE F*@! DO WE CHOOSE?And how do we get started with ABM?
Adam von ReynVP Growth MarketingInsightSquared@adamvonreyn
#INBOUND16@adamvonreyn
Foundational• Lead / account matching• Data quality• Account scoring model
Pre-Launch• Target account definition (ICP)• Target account list build• Sales-Marketing process & SLA• Initial play development
Building Blocks
#INBOUND16@adamvonreyn
1. Our MQAs convert at 5X MQLs
2. MQA sourced pipeline more than 20% above non-MQA win rate
3. Alignment, alignment, alignment
How’s it working?
#INBOUND16@adamvonreyn
1. It’s not an all or nothing decision
2. Sales and Marketing should be joined at the hip
3. Do your homework…
4. But then jump in
5. Accelerate your learnings
Key Takeaways