Allbound Marketing Lecture

Introduction

• Topic: Allbound Marketing
• Context: Decline in outbound pipeline, unpredictable inbound pipeline.
• Objective: Combine inbound and outbound strategies into allbound marketing.

Allbound Marketing

Definition

• Allbound Marketing: Integration of inbound and outbound marketing strategies.
• Goal: Create joint sales and marketing playbooks from awareness to pipeline and winning deals.

Current Challenges

• Outbound Pipeline: Decline, hard to reach decision makers, overwhelming emails.
• Inbound Pipeline: Unpredictable lead flow, mixed quality of leads.

Creating Allbound Playbooks

Awareness Stage

• Content Strategy: Relevant, engaging content shared directly (e.g., LinkedIn posts).
• Marketing Activities: Use webinars, surveys, and research to generate interest and create tailored content.
• Sales Engagement: Build network, engage with audiences through thought leadership.

Nurturing and Engagement

Nurture Accounts

• Account Profiling: Understand the stage of the buying journey.
• Events: Use field events and webinars to engage accounts, collect insights, and foster relationships.
• Content: Provide valuable, problem-solving content to prospects.

Collecting Insights

• Surveys and Research: Conduct interviews and surveys to gather data on account challenges and needs.
• Engagement Tracking: Follow up on events and engagements to gather more detailed information.

Activation Strategies

• Joint Decision Making: Sales and marketing collaborate to decide on activation strategies.
• Tailored Messaging: Use insights to create personalized outreach.
• SME Involvement: Utilize subject matter experts to provide valuable interactions.

Metrics and Measurement

Key Metrics

• Sales Pipeline Velocity: Track sales-qualified opportunities, win rates, average contract value.
• Account Conversion: Monitor conversion rates from target accounts to sales opportunities.

Reporting

• Playbook Performance: Track performance of individual playbooks through event attendance and engagement.
• Revenue Impact: Analyze overall impact on revenue and pipeline growth.

Best Practices

• Effective Content Distribution: Ensure content is relevant and personalized.
• Continuous Engagement: Consistent engagement with target accounts.
• Cross-Department Collaboration: Sales and marketing must work together seamlessly.

Conclusion

• Allbound marketing is an integrated approach combining both inbound and outbound strategies to effectively generate and nurture leads, ultimately leading to higher quality sales opportunities.
• Focus on Metrics: Utilize the right metrics to measure the effectiveness of allbound strategies and adjust playbooks accordingly.