Zak Pines presents six ways to leverage Inbound Marketing & Account Based Marketing together as part of your integrated marketing approach, presented to HubSpot User Group at HubSpot HQ on November 28, 2017.

1. Nov 28, 2017
ABM + Inbound Marketing

2. Zak Pines
@MoneyballMktr
● VP, Marketing @BedrockData
● HubSpot User
● Runs MoneyballMarketer.com Blog
● 20 years MarTech

3. Let’s 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?

4. ABM vs INBOUND
Too much EITHER-OR debate
Opinion Culture Vendor Positioning

5. What the Vendors Don’t Tell You
It’s both
It’s always been about your
INTEGRATED MARKETING MIX

6. A funny story about that
While positioning
“Outbound is Dead”
HubSpot has an
Outbound Team!
And This Happened

7. So today let’s talk about:
ABM & Inbound
• What’s the same
• What’s different
• 6 ways to get them working together
• Softwares to consider

8. What’s 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

9. What’s different?
The Math
● Conversion Rates
● Scalability

10. What’s different?
The Movement
● Unified Approach
● Community / Passion

11. Guess what, they often
complement each other
BUT HOW?

12. 6 Ways to Get Inbound &
ABM Working Together

13. #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

14. #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)

15. #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

16. #4 Leverage ABM techniques for
inbound follow-up
WEBSITE +
EMAIL +
BANNER
ADS

17. #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

18. #5 Use ABM to “Ignite Inbound”
• Target account advertising
• CTAs to your content
• Advertising = Helpful if it’s
relevant, well targeted &
contextual

19. #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

20. #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

21. ….. What Else?
How are you connecting ABM
& Inbound?

22. 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

23. Discussion
My Contact Info
www.MoneyballMarketer.com
@MoneyballMktr