12-How to fuel your ABM Strategy with Inbound... · Bonus: Find new accounts to add to your...

How to Fuel Your ABM Strategy with Inbound

JEN SPENCER

INTRODUCTION

JEN SPENCERVP, Sales and MarketingSmartBug Media™

● Believes “ABM” is really “orchestrated inbound”● Hosts the SmartBug on Tap podcast● Serves on the board of Girls in Tech Phoenix● Lately is addicted to pilates, Mike and Ike candy, and

Late Night with Seth Meyers (in no particular order)

● Might be known as a Scotch snob

How to Fuel Your ABM Strategy with Inbound | @jenspencer #FlipMyFunnel

Making the Case for Inbound



Making the Case for Inbound➔ 84 percent of all buying committees have a champion.

➔ The champion holds 59 percent of the purchasing influence over the buying committee.

➔ 97 percent of champions say they’ve made their purchasing decision before the committee has even formed.

➔ Champions cite “content, research, and expertise” as primary considerations when making a purchase.

Source: B2BMarketing.net

3 Ways Inbound Fuels ABM




Buyer Personas

Content Offers

Web Experiences



Buyer Personas

Buyer personas help B2B marketers understand who the people are within an account. Inbound-driven buyer persona research gives us more than just company names and job titles.

For example ...➔ How someone likes to communicate with you➔ On which platforms they consume information➔ What types of content they enjoy ➔ How they make decisions



The buyers you are pursuing will be educating themselves before they speak to sales. Your inbound content is the perfect opportunity to help them research.

Through content you can ...➔ Improve brand recognition among

personas within your target accounts➔ Build affinity by mentioning target accounts on your

blog and in social content➔ Bonus: Find new accounts to add to

your strategy

Content Offers



Engagement is a key ABM metric, especially for long B2B sales cycles. Personalizing landing pages and web pages can improve on-site engagement.

An intelligent inbound CMS can...➔ Display custom copy, images, and forms depending

on the person or the target account visiting the page➔ Pro tip: Check out HubSpot’s CMS, now offered as

a standalone and compatible with other marketing automation platforms

Web Experiences

Launching Your First ABM Campaign


The 3 Main Categories of ABM Campaigns


One-to-One One-to-Few One-to-Many



Target one account and design a campaign for that account. This approach is highly customized.

One-to-One



Target a few accounts and design a campaign for accounts that have similar interests, pain points, or goals. This approach is semi-customized.

What you’ll need ...➔ A set of accounts that can be segmented by

vertical, pain points, needs, objectives, or interests

➔ Resources to create campaign content, including sales enablement materials

One-to-Few



Target a larger number of specific accounts. This approach has little-to-no customization.

Good for you if …➔ A higher volume of opportunities or

engagement is more important to you➔ You want to attract attention from a broad

audience for a brand initiative, such as a conference you’re hosting

One-to-Many


Your First One-to-Few ABM Campaign

➔ Leverage a data source to identify a thematically segmented list of accounts by:◆ Vertical◆ Location◆ Size◆ Technology use

➔ Develop a campaign that speaks to the pain points the personas likely share and include:◆ 4-8 blog articles◆ Social media posts◆ Premium content anchor◆ Interactive tool◆ Paid media◆ Dedicated lead nurture campaign◆ Sales enablement resources

THANK YOU!@jenspencer

12-How to fuel your ABM Strategy with Inbound... · Bonus: Find new accounts to add to your...

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