While inbound marketing prevails as a leading approach to reaching prospective customers, many B2B organizations are evaluating the merits of an Account Based Marketing (ABM) approach. In the “battle” between Inbound and ABM, learn why the smartest marketers are choosing not to choose.
18. #INBOUND16@adamvonreyn
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
37. #INBOUND16@adamvonreyn
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?
38. #INBOUND16@adamvonreyn
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