Inbound marketing or ABM — which side are you on? Luckily, the era where you have to pick sides is officially over. We’re calling it. In reality, small teams can blend both approaches to unlock major growth and stay ahead of the competition. Join Head of ABM Content, Caroline Van Dyke, as she breaks down the myth that ABM is just for big teams with tons of time and over-the-top budget.

1. 3 Quick Ways Small Teams
Can Marry Inbound &
ABM to Supercharge
Growth

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Meet today’s speakers
Caroline Van Dyke
Head of ABM Content
Shelley Trout
Webinar Coordinator

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Who’s RollWorks?
RollWorks, a division of NextRoll, Inc., works with ambitious B2B companies to align their marketing and sales
teams around ABM with one goal in sight: growing revenue.
Powered by proprietary data and machine learning, RollWorks’ account-based platform addresses the needs
of organizations large and small — from those with best-in-class ABM programs to those just beginning their
exploration.
By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple
channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable
platform for marketers and sellers who believe that an account-based approach is just good business.
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What we’ll cover today
How inbound
& ABM work
together
3 quick tweaks
to amplify
inbound with
ABM
Real
companies
walking the
walk
Inbound or
ABM —
why do you
have to
choose?

5. Why do B2B marketers keep
inbound & ABM apart?

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Myths of Inbound & ABM that forced ‘choice’
● Focusing on volume content over valuable
content
● Inbound doesn’t require much sophisticated
tech, it’s mostly DIY
● Best for companies focused only on top of
funnel growth to acquire small deals
● Limited to one main tactic: SEO
● Focusing on expensive, in-person sales
outbound motion
● ABM requires complex tools and a big team
● Only works for those targeting enterprise
accounts
● Limited to 1:1 personalized touches that are
hard to scale
Myths of Inbound Myths of ABM
...and why this thinking is holding you back
The good news? These myths are busted and they actually work better together

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In RollWorks research, only 19% of B2B marketers say they’ve
seen one consistent definition of ABM.
And trust us...it’s on tech providers who’ve likely contributed
to the confusion.
End of day? We think it’s about what it does, not how it’s
defined. That’s why inbound & ABM work together.
It’s about meeting high-fit future and present customers
where they’re at, with the right message, at the right time
with the help of data and powerful tech.

8. The marriage of inbound &
ABM

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What inbound & ABM both focus on
Audience obsession
● Inbound traditionally
obsessed with persona-
based pain points & leads,
that’s crucial groundwork
with ABM’s obsession with
data-backed account lists
mapping to those buyers
Content that provides
personal solutions
● Both inbound and ABM
know that content is the
answer — but not just any
content will fit the bill. It
needs to solve problems
and be personalized
depending on which
channels are used.
Measuring impact &
optimizing
● Both strategies are laser-
focused on delivering results
that turn into opportunities
for growth, and they
connect as ABM helps fuel
inbound’s ability to drive
smarter revenue.
Delivering programs
across lifecycle
● Both know that one stage of
the funnel isn’t enough —
that once a customer is
acquired, the game starts all
over again. Delighting and
retaining customers is
critical.

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How can ABM spice inbound up?
said account
engagement was
higher for ABM
accounts
said average deal size
was higher in ABM
accounts
said win rate was
higher for ABM
accounts
BETTER ENGAGEMENT
99%
IMPROVED WIN RATE
80%
HIGHER DEAL SIZE
73%
better b2b
marketing
The results speak for themselves...
According to the Sirius Decisions 2019 Account-Based Marketing Guide

11. 3 tweaks to bring it all
together

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3 tweaks to try today
Don’t only wait for the right audience to find you, find them first
While inbound gets it right on attracting audiences through persona-based tactics, there’s even more you can do to cut out bad fits. It
starts with identifying the right accounts, the right buyers, and layering different signals on top to truly know which visitors are worth
pursuing — before they even generate traffic on your site.
Open your net of channels to move down funnel, focusing on both marketing & sales touches
While some traditional inbounders may bat an eye here thinking ‘wow that sounds pricy,’ the key is you aren’t doing this for every
inbound site visitor anymore — once you’ve filtered your best visitors through account identification, this becomes far more strategic
and manageable. It’s about being full-funnel.
Don’t try to do it all, prioritize if you have too many in-market accounts
Keeping an eye on volume will always matter to marketers, but only as long as it’s from valuable accounts and uses your resources
wisely. Since valuable accounts and buyers have a far likelier chance of becoming customers, use data to hone in on which accounts
deserve your high-touch efforts rather than spreading your budget and efforts too thin.
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We might call this one session of pre-marital counseling (even the best couples need it)

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Tweak #1: Don’t only wait for the right audience to find you, find them first
Problem
You have a clear idea of our ICP and TAL, but you
don’t have a list of contacts already aware of you
Goal Turn unaware accounts into aware accounts
Audience
Unaware TAL (tiered if you are allocating budget
toward specific accounts)
Play
Launch display advertising campaigns for entire
buying committee
KPIs Website visits (3+ pages)
“Since we’ve implemented account-based display ads,
we’ve seen higher open and click-through rates on
emails, more form fills on our website, and higher
quality interactions during webinars.
And it’s not just because we’re targeting decision-
makers. We target the entire buying committee within
an account to build account awareness, a play that
makes all our marketing efforts more effective.
That’s priceless for a small team.”
💬 Nick Ezzo, VP Marketing

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Tweak #2: Open your net of channels to move down funnel, focusing on both marketing & sales touches
Problem
You have some contacts from accounts in CRM that
you’ve been emailing, but you need to get increased
engagement to move them through the funnel
Goal
Turn unengaged accounts into engaged accounts
and contacts
Audience Unengaged accounts and contacts
Play
Start running personalized, sales stage-based ads
toward contacts, and supplement with sales
outreach or direct mail/gifting
KPIs
Unique visitors, engaged visitors, total page views,
conversions
“At Enplug, this is exactly what they needed to do to
build engagement for HR and Operations personas
across Manufacturing, Oil & Energy, and Utilities
industries. Once they identified their segments, they
launched highly-personalized targeted ads to ungated
content and demo requests.
By integrating their HubSpot and RollWorks ABM
efforts, they saw 4x as many accounts on their target
list move from aware to engaged in just 2 months.”
💬 VP Marketing,

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Tweak #3: Don’t try to do it all, prioritize if you have too many in-market accounts
Problem
Your universe of target accounts is far too large for
your budget and sales team to work efficiently, so
you need to know who to prioritize first
Goal
Build a sustainable pipeline with shorter deal cycles
Audience
Target accounts showing higher levels of intent on
key topics related to your business
Play
Run higher-value plays like digital ads, email, e-
gifting, and personalized sales outreach
KPIs
Engaged accounts, appointments booked,
opportunities created
For BetterCloud, intent plays a key role in their
overall targeting strategy—helping them focus their
engagement strategies on the accounts that truly
matter. Here’s a snapshot of how they do it:
● Working with sales to align on each seller’s top
accounts
● Prioritizing accounts showing intent via sites like
G2Crowd
● Focusing on region-specific accounts with
personalized messaging
● Nurturing accounts past top of funnel with key
middle-funnel campaigns to
pull people closer to sales

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“ Things have changed since we started
targeting accounts, as opposed to just
contacts.
We’re generating 40-50 demo requests a
week thanks to this happy marriage
between our HubSpot inbound and
RollWorks ABM program.”
—Britt Davies, VP of Marketing,
Goverlan

17. Customer spotlight:
Auditoria walking
the walk

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Auditoria IRL
What is it?
● Account-based ad campaign
● Provides a lift for all
marketing activities
○ Email open rates
○ Website engagement
○ Form fills
○ SDR connect rates
● Reach finance and accounting
team members
● Focus on Top-of-Funnel
offers like eBooks
Goal: Maximize prospect
interactions to get to first meeting.
ACCOUNT TARGETING CONTACT TARGETING
What is it?
● Support Active
Opportunities for the
Sales Team
● Reach unknown
members of the
Buying Committee
● Focus on Bottom-of-
Funnel offers like ROI
Guides
Goal: Increase deal velocity
and win rates.

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The results
of TAL reached of TAL account
visitors became
engaged
of TAL accounts
reached visited site
increase in number
of TAL engaged
accounts
93% 59% 31% 208%
Impressive, right?

20. Questions?
Thank you.

21. Thank you.
Questions?