#INBOUND16 @adamvonreyn INBOUND OR ABM: HOW THE F*@! DO WE CHOOSE? And how do we get started with ABM? Adam von Reyn VP Growth Marketing InsightSquared @adamvonreyn
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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
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ACCELERATING INTEREST IN ABM
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INBOUND OR ABM?
HOW SHOULD YOU CHOOSE?
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YOU SHOULDN’T…
INBOUND VS ABM IS A FALSE CHOICE
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Content marketing has been around for a while…
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As has account-based marketing
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PURE-PLAY ABM MAKES SENSE IN SOME CASES
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PURE INBOUND MAKES SENSE IN OTHERS
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In pure form, the strategies deliver dramatically different results
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The rest of us should balance the two
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A HYBRID APPROACH LEVERAGES THE STRENGTHS OF EACH MODEL
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OUR JOURNEY TO A HYBRID ABM STRATEGY
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DO YOUR HOMEWORK
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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
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HOW DO I GET STARTED?
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WE TRIPPED ON OUR SHOELACES
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OUR HYBRID APPROACH
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Sharpening our inbound funnel
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INFLUENCER MARKETING
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SURROUNDING ACCOUNTS IN THE SALES CYCLE
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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?
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1. It’s not an all or nothing decision
2. Sales and Marketing should be joined at the hip