#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
3. Do your homework…
4. But then jump in
5. Accelerate your learnings
Key Takeaways
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THANK YOU.
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