Inbound Marketing & Account Based Marketing - HubSpot User Group

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  • Nov 28, 2017

    ABM + Inbound Marketing

  • Zak Pines@MoneyballMktr

    VP, Marketing @BedrockData

    HubSpot User

    Runs MoneyballMarketer.com Blog

    20 years MarTech

  • Lets 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 Dont Tell You

    Its both

    Its 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 lets talk about:

    ABM & Inbound

    Whats the same

    Whats different

    6 ways to get them working together

    Softwares to consider

  • Whats 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

  • Whats different?

    The Math

    Conversion Rates

    Scalability

  • Whats 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 its

    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

    http://www.moneyballmarkter.comhttps://twitter.com/moneyballmktr