to another full funnel live and today we are going to be talking about allbound marketing and what is allbound marketing for anybody who may not know well basically I have this chance of talking to probably two or three B2B companies each week as you know they request working with us or uh even much more if we meet them during an event and we keep hearing that the outbound pipeline is in Decline that it's really hard to get to the decision makers and especially nowadays getting to respond and then we also hear that on the other hand with inbound it's unpredictable there is sometimes a few more leads there is sometimes few fewer leads but basically uh you can't really count on it predictably and it's also a mixed bag so sometimes the leads are good and they usually have a good win rate but they are not always the best fit leads that we know are going to generate us more Revenue so they're not the highest revenue potential so this is actually the topic of today how can you combine the allbound and how can you combine the inbound and the all inbound and the outbound motion into an allbound motion sorry about that a lot of bounds here so uh and basically it's about creating uh joint sales and marketing playbooks where uh the these teams work together from awareness all the way into Pipeline and one deals so this is what we want to cover and just want to welcome everybody let us know where you're calling in from we are starting a little bit later today because we had to shift the time and Andre is joining but uh he's he's running late uh so let us know where you're calling him from today as always uh from Valencia Spain this time not from our office uh I'm calling in from my home office so wow even Thailand so we always have a very International audience from both side of the oceans and this time also in Asia Boston hello welcome every everybody UK hey debie fantastic Cleveland Ohio all right so let's jump into this and and first I just wanted to give you an overview of how we look at old bound marketing what it is all about so and then dive into details and share a lot of examples as always uh with your concrete examples that we see work these days uh in the industry so let me just do a quick share here and I want to share hopefully the right one yes this one just a diagram and if you have seen this post from Andre early this earlier this uh week when he was promoting the podcast he shared this on on his LinkedIn feed but basically what we see here is a kind of a funnel I don't think there are a lot of surprises here in terms of uh awareness you know then some sort of a middle of the funnel when you're driving discovering qualification and then you we have let's say more bottom of the funnel leading into the pipeline and sales qualified opportunities so I don't think there is anything new now how does this relate to allbound marketing well first of all what we know if you look at purely outbound motions I've spoken to a sales director recently and he told me that I'll is in Decline and he explained why because he said it's not anymore even enough to personalize your messages because our buyers our customers he said I spoken to our customers and they receive so much email like more than 50 messages each day email and obviously also LinkedIn Etc they just don't have the time to read any of them so it's not even a matter of personalization because it doesn't matter how much you personalize if they don't know you is basically what what he said is like they will only read messages from people that they know and let's say people that they know like and trust but basically if I know you I'm going to read your message so that's already where we can start talking about all bound right so we can use some we can make sure that we are reaching out to buyers and customers that have been U made aware of us that already start to get to know us we can be connecting and engaging with them on social for example before reaching out to put it very simply and then we can also use marketing activities and content and webinars etc etc I'll share a lot of examples what you can do what you can use as two teams to create that awareness and uh start these initial conversations right so that is already where instead of on the one hand passively waiting with inbound for the let's say all the buyers to go through all the different stages and come out as an opportunity you what you're doing is you're being proactive but you're not being uh just you know reaching out call to people you're actually using marketing to war them up so now I'm reaching out to you but also like I'm not assuming that you have a need immediately so just because you maybe have attended our webinar or saw piece of content like the piece of content that you are ready to buy so another important concept here other than working together is match the call to action or match the activity with the level of buying intent there are some appropriate actions and there are some actions that are not appropriate Andre so I don't want to go into a lot of details essentially the two main Concepts like I mentioned you're working together you're not passively waiting uh on inbound you're being proactive with outbound you're using marketing to warm them up so you're not reaching out cold but you're also not just passively waiting you're continuing the conversation and then very importantly you're matching the activity with the level of the buying intent and there's also as we go deeper there we are also looking at buying signals Etc but I don't want to go into too much detail right now because I prefer to give you very concrete examples and as you know we like to keep this practical again this is not um we we out of scope as well is obviously we need to have a good ICP and this is not a session about creating an ICP about uh prioritizing accounts we did a lot of sessions about creating uh about prioritizing accounts about about creating cluster based programs about zooming into that so I'm just going to very briefly mention this right now um what we are doing usually within a program we are focusing on a specific ICP and we create a program around a specific cluster of accounts so that we are reaching out one to few cluster of accounts means a group of accounts that have SIM they're in a similar buying uh stage that have a similar set of challenges usually it it is around a specific use case or a specific job to be done uh I think if youve watched some of our previous episodes you will see that you have seen this graph where we describe basically you have all the ICP fit accounts then you have your industry then you may have different verticals and then you have clusters clusters could be like very specific to one vertical or across the different vertical but like I said this is not a session about that it's about once you have identified those accounts how are you going to actually uh use the allbound allbound motion to create sales qualified opportunities so with that out of the way just wanted to give word to Andre uh hi hey everybody and yeah sorry for being late um I always join to kind of start introducing sponsor instead of diving in the episode so it's like I'm a piter here but jaide uh always uh super grateful to companies that help us to run this podcast and you know guys we've been partnering for a long time with dealr uh I'm sorry Andre it seems it seems that the volume has dropped if you if there is anything you can do about it hear me uh okay Kate says it's fine okay okay good so we've been partnering with dealr for a long time and uh from our experience this one of the best uh and also cost-effective in data providers uh what will love about dfr they have multiple Integrations including hopspot Salesforce and uh the data of quality is pretty good especially if you are marketing and selling to emia markets right they also have a database of accounts uh so you get everything in one place and if you don't have a if you currently don't have a vendor for in data or you looking for Alternatives I'm dropping a link here so you guys can uh crep a free account what we love about D front as well is that it's product let Crow company so you can just install it and evaluate if it's a good feed for you right okay that being said uh let's come back to our main topic the uh allbound marketing uh uh What uh described the allbound let's say general principles what we want to do next is to talk about the um sales and marketing playbooks right that's basically that's the essence of um of the entire approach right marketing and sales start working together on activating right accounts one of the things before we'll kind of describe the playbooks here and the planing planning of this playbooks one of the things that I would love to highlight and maybe to address the question that you guys ask hey but in that setup to whom we going to attribute the revenue and the opportunities right and from my humble point of view create like and let's say create effective GTM teams they never have these discussions because this all this is this is this is why it's Cal bound marketing right this is that you have join efforts to generate this opportunities right in reality in reality uh you have multiple touch points there would be a lot of marketing touch points ads maybe emails events whatever right I'm generalizing here and that would be multiple sales touch points connection requests engagements conversations profiling Etc all of them are equally important it's absolutely uh I mean it's absolutely wrong mindset if you try to kind of extract some of these touch points and say hey that was more important right so let's double down on this that's absolutely wrong mindset unfortunately the reality of uh B2B marketing is that uh all of these touch points have equal importance right and equal influence on the deals right on uh making accounts first of all problem aware then vendor aware then start considering your solution then evaluating and comparing to competitors and then find purchase it right so that's that's the first thing and uh that being said uh let's talk about the first part of the joint playbooks of let's say this allbound marketing playbooks how to create awareness um sharing M you okay thank you very much so let's talk about awareness and the way that I would like to structure this is to talk about all the let's say the playbooks or the activities that marketing can do and the activities that sales can do so that's very important now when we are planning to create awareness like one of the biggest challenges that we see is that companies will create content and messaging based on false assumptions about the challenges of their target accounts and the way that we like to solve this in addition to obviously running customer research is analyzing the highest let's say largest One deals lost deals and fastest fund deals and starting to understand what are the common use Cas what are the use cases that you initially uh start with uh in let's say a specific vertical so what am I talking about I'm talking about let's say let's say we are selling something within the financial service industry some sort of let's say sales enablement tool and we had we know that usually we start with investment uh banking branch of the business and we sell to let's say the sales director and the CRM manager or the revops manager however they call them and we know that um a frequent use case that that we see is that when they have a high turnover of their agents and advisers that this is where we can offer competitive Advantage because they have this High need to let's say educate their salespeople and let's say keep the knowledge from going away uh as the agents are going away and then quickly on board the other on so we are going very specifically on that let's say um use case but also what you can see here is it's it's a very nice way for us as well to uh use this insight to be able to select the accounts because we can go on LinkedIn sales Navigator and we can see where they had for example turnover where they have growths and drops in their apartment in their departments now when you're are so focused it's much easier for you to create relevant messages and relevant content so we start creating content around that a second point about awareness that I wanted to kind of not a caveat or like a key point is that when you're doing allbound marketing is what we're talking about today you don't want to just create content of let's say type I don't know like blog posts or white papers is what a lot of companies are doing right you want to create is content that can be used uh by sales to start a conversation and so what do I mean by that well first of all it's obviously like if you create content for social it's much easier for you to then you know if somebody has is engaging with that content to start a conversation around the topic of the post that you have just shared and uh if you're doing for example events or webinars this is another way with that really makes it easier for you to engage uh with the audience I'll share a couple of more examples so let me share the concrete examples of the activities that both marketing and sales can do once they understand these challenges very well once we have a focus and we understand these challenges okay what are those activities that we can do so the F let me just do a quick share again and uh share a few examples here so the first example that you you will see in a moment is a uh LinkedIn post or social I mean in some cases this might be and I don't know for example if you're selling into technical audiences maybe you should be focusing on communities uh specific Niche communities or like Discord or what wherever they're hosted rather than LinkedIn as in our example but a lot of for a lot of people LinkedIn is uh very relevant essentially what you're doing is you're not doing what a lot of companies are doing on LinkedIn social is dropping links or teasers you're actually sharing the best piece of your content the value of the most valuable piece of the content you're sharing directly in the LinkedIn post and I I'm sure like most of you have seen how we do this and we do the exact same thing with the clients and this is uh the best way because it allows you like I said to start a conversation I'll show you that in a moment and of course what marketing can do as well as you can see here on the screenshot for people who are watching us live or later on YouTube uh you can see that you can obviously like promote this post um you can promote it to your cluster to the to the audience that you are after that you have selected and basically help guarantee distribution um even even in some communities and forums such as for example Reddit which is like growing really fast uh you can also do promotion there you do it uh based on on specific subreddits another example of a marketing activity that I wanted to share with you is basically surveys or market research we like to talk about market research so again remember we really understand the challenge of our audience so in this case let's say we know that you know at this time of the year at the begin well now it's already almost the third quart the second quarter but basically what we have seen a lot at the beginning of the year as you know companies were reviewing their results a lot of the teams unfortunately 2023 they had missed Revenue Target so that was like a big deal now if we know this is a big challenge for a specific cluster of companies that we are after well we can maybe run market research like here and interview a lot of the a lot of the people and create uh biogenerated content quote unquote around these challenges around this Challenge and remember what I said I said we don't want to just create like a white paper or a piece of content that is going to be somewhere on a website where you have to send the buyers to we want to collect uh we want to create content that will allow already sales to have these interactions with people so how are sales involved here well they could be doing for example buyer interviews as you're creating this piece of content and obviously con collecting uh um information what can sales do to create awareness because awareness should be also created by sales sales has the opportunity to go very targeted to the specific buyers in the Target accounts so obviously what we can do is we can build our Network connect to the Target buyers so in in an example here was we were doing a specific campaign in the Nordic Market kit one of the steps was there we had an event so we didn't really have a big Network in that region so we were building this network so what you see here is an example of how you might start a conversation and another one is an important one that is I think a lot of people kind of are sleeping on this opportunity a lot of salese are not leveraging this as much as they could and this is thoughtful commenting so what you see here is a Frederick belongs to the quote unquote same same cluster of of Target accounts buyers in Target accounts was asking a question right and Andre was basically providing advice in a comment so um Frederick was reading was following refin Labs like a lot of our audience does follow refine labs and Chris Walker uh and he was asking a question now what Andre did here is not only just you know engaged with with Frederick and increase the chance of being you know getting connected with him but actually if you think about it from a perspective of personalization this is like one-on-one personalized content like this comment is actually a piece of content that we're also creating as a sales uh let's say activity to uh create awareness in in those account so these are the four examples that I wanted to share with you two from marketing and two from sales remember uh don't create content based on false assumptions make sure that you are uh working with the subject matter experts interviewing your customers and understand the specific challenges that you have within the target account cluster to create content that can be used by sales to start conversations such as social webinars market research and three uh both marketing and sales have a here in Awareness creation so content distribution but also engagement on social uh such as in these two examples which brings me to the next topic that we want to cover here is okay let's say we have been creating awareness and you might have accounts that are ready to buy but you will also have accounts that are early in the buying stage so the next question we wanted to answer here is okay how can we nurture those accounts that are maybe not yet ready to buy and uh accelerate uh their buy journey and this is really essential guys uh because um not all of this accounts are sales ready right there is a big false assumption especially on the sales side that okay we do this engagement and then the next step would be pitching no way right uh if you have a tendance uh one of the episodes that we have uh where we have covered it we need Revenue now we were talking a lot about active Focus list accounts that are likely to be converted right accounts with the strong product need evidence right that's one story you can work together on opportunity development the second one is that okay this account started to reply to you maybe they visited your website right but this is lower engagement and you honestly as a team you have no ideaa if they have a challenge your product solves right that's the reality that would be this this is something that you can apply to the majority of accounts you are targeting now right so for you all together what would be essential as in that allbound Playbook how can we collect a product need evidence right how can we understand if that account has a challenge our product solves and how can we nurture that account so they would become interested in our solution this is all this is what demand Generation all about right so ultimately we want to to generate demand for our product now a few things and uh I would share uh basically the playbooks that we have seen working uh really really well for us um not only for our clients not only for full funnel but also uh whenever we have conversations with our peers everybody mentioned this one of the best playbooks is when you create event nowadays we're luckily living in a postco era so all field events all ofline events are back and from our experience just that's not you know that's not a biased opinion I'm it's backed by data whenever you are able to host a field event and whenever you are able to print your target accounts right to that place you always see a positive impact on Pipeline and that could be a fantastic fantastic uh uh next step in your let's say account nurturing and account profiling to share with you a practical example right uh a few weeks ago we hosted a private invite only event in Copenhagen uh in Denmark um let me see if if you can see my screen right so for this specific event we have uh partnered with demand base and with dream data who are uh who are local vendor and well known in uh Danish let's say s together we have defined who would be the ideal customer right let's say for the in this case who would be an ideal at andd right so alt together okay this would be this is a specific ICP these are the roles that we want to invite and uh we want to invite people who are considering to run ABM or are running ABM and potentially right they are not satisfied with the results so we can share with them a few ways how to improve their AB playbooks by the way I'm curious if anybody here from Denmar Denmark who has attended that event let us know in the chat uh SW we had some fol coming from yeah yeah now you're wondering right uh how uh uh where is the nurturing part uh the nurturing part obviously comes from collecting the insights whenever you do first of all sales start for sales that's a fantastic opportunity to add one more non sales touch right hey we're kind of host this event with this partner so you can do it on your own you can do it with s leaders so there are multiple ways you can do it with your clients right who uh who have a quite solid brand right uh trusted recognizable brand on that specific um location right on that specific Market we want to invite you right for people for most people it could be and especially if these people that are already aware of your company that could be a low I mean this this is this is not a hard deal right so they could accept it I'm not saying that everybody would be accepting your invites like crazy right and coming but uh in reality a lot of people would be willing why because first of all they are already aware of you second they love to meet with peers this is the reality we're speaking a lot with folks and there are not many really good events these events they they should be really well defined it shouldn't be like hey we're going to talk about SAS marketing or B marketing right so this is too broad you need to to talk about very specific things and you need to tell people that this room would be filled with that pierce right so that would be a networking event as well so that would be fantastic right if uh as marketing you're go to create entire collateral to warm up this accounts right you can boost that content you can through ads you can run the ads to promote that event to specific list of accounts that you want to attend at the same time you partner with sales right and sales could reach out to folks and uh invite them here is an example for example a message that flat sent to uh to a few Target accounts and I did the same and uh for us it was essential right so you you sent invites but at the same time we also ask people uh what would you like to learn are you currently running account-based marketing or no are you satisfied with your results or no if that would be let's say number one thing that you want to take way after this event what what that would be right what could we cover on that Workshop so we'll help you to improve your operations right and because people are signing up for them it's no brainer to share right because literally you are you are provider of information and you collect their feedback so it becomes super valuable there is even additional benefit for them to come because they will know that they their answers should be covered and if you are not I mean you could be as marketing and sales you could be just in charge of running that event but not you would be presented right maybe some uh you you have subject matter experts in your organizations who would be speakers right so for you it would be another fantastic opportunity to talk to your and share with them all the insights that you have collected saying hey you know what we just uh spoke to these folks right this is what they all interested about and at the same time your start creating super relevant content if you'll make a step forward after this event that that could be easily repurposed into multiple set leadership pieces of content into really good blog articles that you can use and then later promoting right so there are always wins so these events uh basically help you to strengthen your relationship with the counts that became aware of you and we shareed field event obviously you can do virtual events for example even like simply like this podcast sometimes you know guys that we are running uh once a quarter we are running either workshops or webinars where we share step-by-step framework so last time we did uh that was about how to develop a full funnel go market strategy right 12 steps so um obviously we we kind of invest more into promotion we do the same we're inviting our Target accounts to the specific events uh so it's not uh field or offline event is optional you can do it virtually right especially if you're selling globally so just just just wanted to share with you an idea but for you again the benefits are all together you start focusing on how can we accelerate uh the Journey of these accounts how can we nurture them right how can we collect the necessary information and understand where they are in the B Journey because next cross sharing this insights you can start targeting with them with the content maybe you you'll Define some maybe some of these people would share with you the challenges that they are facing and you might suggest the next Solutions which could be let's say a consultation with your maybe a demo of your product right if they for example frustrated with their current process or they're looking to switch from your competitor they looking for Alternatives right there might be multiple Solutions or maybe you'll see that they very early in their buying process so it makes no sense to proactively Target them you might share your newsletter your blog articles right so the the journey will just start for them and that doesn't mean that uh nothing will happen we have uh we always interview our clients we know that from the first touch point when we were got equ just to give you an idea last year as you know we're hosting our full final Summit every year and the next one would be in few weeks so if you didn't sign up by the way what if you can drop a link if you guys didn't get a ticket of full final Summit uh Vlad will drop a link so you can sign up but what I wanted to share last year uh we hosted The Summit we were inviting uh people there were people who just because other speakers were promoting this event right they became aware of full funnel and after 9 10 months they were reaching out to us and mentioning that the first touch point was the full final assment right so I'm saying that not all of them are sales ready immediately right so that's why these playbooks help a lot and also you the best part here is that you have an opportunity to follow up after the event was it helpful did we cover all the questions right do you need any help you can share content Hub with related materials right and basically for the engaged accounts you'll be able to suggest next activation steps right this is how you develop this and I I shared the event Playbook just obviously that's optional but from our experience this is one of the best ways to create a really good nurturing event doing all of this activities but in the worst case you'll have a super targeted content and engaged audience that might be might become your pipeline in the nearest Future right so let's uh um that being said let's cover the next part how can we collect this key insights about the account so let's show a few examples all right so one thing that is very important to understand when you're doing all about marketing is like we said you're trying to move those accounts from maybe not aware through problem aware through vendor aware Etc we are trying to move them to the pipeline stage and later on to a one deal but one thing that is really important there is as well that how can I normally if I'm doing for example outbound Outreach so it's not allbound but outbound Outreach we know that if there is already that kind of they know you so they might actually look at your message that one thing that is really important is how you actually personalize the message especially when you're reaching out to accounts that are you know Enterprise accounts large accounts that will have very specific use cases they will have very specific challenges that they're looking to solve so the better you have this understanding in the more you will be able to personalize your message second there is also a fact that you just don't know like if I if you like share with me like a let's say B2B tech company that fits our firmographics criteria I might look at their website look at their LinkedIn or whatever and still not really be sure about whether they are actually buying right now whether they have a need you know I might just not know so understand if they have a challenge if they have an active need right maybe like maybe they have a a naan vendor and they're super satisfied or they have just implemented let's say an ABM program they're super satisfied so not a highest priority for us so all of these examples that I've given you for personalization to even know where they are in the buyer journey to get this insight about those accounts it's all about collecting these insights collecting this information and a question that I really like to ask when I'm talking to salespeople I I like to ask them the following question if you had to bet your compensation on an account right if you had to bet your compensation on an account what is the information that you would like to have before you make that bet right so in other words what do you want to know in order to be able to evaluate can I sell to this account and what is the best way for me to sell into this account and then the question becomes so if if you're kind of agree on the fact that getting that knowledge is important um well then the question becomes how do we get that knowledge which is what the next step is all about that we wanted to share with you here so let me share two example or three examples actually and this is also something where both sales and marketing can have a um it can play a role in right so let me just that's not the right one I'm sorry just have too many tabs open thank you for waiting so basically uh here you have one example and I already mentioned market research as a way for marketing to create content that has the interaction built in so you're basically reaching out to Target accounts to Target buyers and you're running some research and creating content now while you're running the research you're asking questions and this is one way to collect the Insight you can ask them questions about their you know you know where they are in their Journey you can ask them about technology that they're using can ask them for example we asked in this very specific survey obviously asked them about the their challenge their top challenge but we also asked them about how they spend their budget do they spend Budget on consulting or training companies and I think some of you might have actually been a part of this and have uh provided some uh answers to us some responses to us and essentially what we were doing here is we were creating this piece of content that we actually later run a webinar on uh we will publish also results from the survey and this research but also on the back of that once we had enough information from these interviews from these surveys and we could now basically qualify that yes there this is sounds like a good fit yes there is an active need so this compan is already looking for to improve or to start let's say with an ABM program or to improve their existing program right we could then say you know what now we can go into the next step Andre will talk more about Activation so the last step of the allbound puzzle but essentially in this case we offer them a kind of audit of their process and and kind of a small planning which allowed us of course to have that inep in-depth conversation and uh get to the proposal stage uh with them so this is one example of how you can collect the information uh the other one that I wanted to share with you is on the event so we Andre shared with you the example event uh that we did in Copenhagen and there was it was an um sorry it was an invite only event and so we wanted to make sure that we are really only speaking there in front of an ICP audience in front of an audience that is actually using ABM so what you can see first of all in on the copy you can see this event is intended for B2 marketers already working with the considering putting in place account based marketing then okay uh 100 plus employees 5,000 plus okay that was a bit of a compromise for us it's a little bit higher but for some of our partners this was a good uh good number and then what I didn't have the screenshot here but basically what happened as well is as they were submitting as they were applying to to the to be registered for this this event there also a couple of questions in the intake form so the way that you could think about it is remember what how I started this section I said ask your sales people if you had to bet your compensation on an account what would you like to know right and what how what what is the information that you would need to know to evaluate whether it's worth the BET and also the information that you would want to have to make a perfect sales pitch okay so now we map out the information that we want to know and then think about it as okay let's say you have four different questions that you want to have answered or five and then you have different touch points you have this intake form before the event then uh we had maybe that survey so think about okay I could potenti I don't have to ask them all of the questions right so if it's like a an a form to register for an event with five different questions some of those questions like that they wouldn't want to answer yet before they get to know you it wouldn't make sense but maybe there is like one question that I could ask in my intake form maybe if we want to know about their challenge or maybe the stage maybe we could have had a drop down saying okay select like what applies to you in terms of your ABM okay considering to implement implemented looking to improve you know things like that okay so uh we sometimes speak about Progressive profiling what we want to say by this is think about all the different touch points that you can have with your buyers and then think about in the different touch points what are the what are the different questions how can I map those questions to the different touch points and speaking about the touch points we showed you to marketing uh examples and I wanted to show you here a sales example I think under already mentioned this but I think it's worth uh quickly repeating it so in the as as people were registering for the event uh Andre was also reaching out to them and basically getting feedback on the event session and Diving deeper into the reasons okay why are like basically you register for this event so what is the challenge that you're looking to solve uh what is like like Andre asked here what is the one thing you would like to learn uh from that session and then also getting feedback on the specifics of of the session so that's another point where you can get more information by the way you know during the event you can make it interactive if it's like a webinar you can do a poll if it's like a a live event you can do kind of an interactive Workshop where you can collect information you can do it after the event as well as you're following up etc etc the idea is map the different questions that you want to have answered to the different touch points and then now we have so far covered how to create awareness we have covered what to do with the accounts that are let's say in the early stages of the buying Journey how can we nurture them how can we get the information to know whether they are actually you know qualified if there if there is an actual potential sales opportunity there yes or no and the last question question that this this leads us to is okay if we think there is a potential opportunity we have enough information how can they're engag there is aware awareness there how can we then activate them and create a potential well potentially create a sales qualifi opportunity and this is Again The Joint that should be joint decision you cross share information and you say you can involve your sometimes that's especially important if your guys selling to technical audience right so you need to get an expert opinion of a person who was wearing shoes of your buyers right that's That's essential so with all of these insights what would be the next right step okay for example we know that this compan is frustrated with their current solution let's personalize why they should have a demo with us but not just uh sending you know like let's say a templated message hey we help put your target byy a roll with this and that right now you say hey guys we were chatting with you and we saw that you are currently frustrating with this and that we was thinking about a few clients who were dealing with the same issue right and this is how they were able to solve it if you want I can show you how to do it or I can connect you to these buyers so you can talk to them and they would provide feedback that's another fantastic idea why because people trust their peers you all know this right probably if um I mean for example if you were looking for in data solution and I recommend the deal front you you'll be more likely to try it than just you know see multiple ads from dealr right let me know if if that's true maybe I'm biased at I don't know what I'm talking about um so another idea is okay uh let's say this accounts they might have a need right but uh there is like there there is no clear understanding that this is kind of a bleeding neck right they don't prioritize this challenge what would be the right thing or maybe they are not aware that they have a problem with their processes just because these are the standards in this organization this is how they were doing the things for years right so in that case it made sense before pitching anything maybe it makes sense to connect them with your right and suggest hey you know what we are running the strategy sessions inspirational sessions as one of our clients call this right whatever would be the name but we can talk about your challenges and help you for free and normally people would be interested then right if you are talking about the processes usually if you are in a product based business right if you have a product your product would be a central part of that process right so normally you don't even need to pit it you can show how different how these different challenges could be solved in that specific product right so this is how you define it together maybe for some of these clients it makes sense to prepare some specific vertical use cases or a reference deck or maybe they require you know they want to show to their it team you know security protocol or migration steps and you don't have these documents so Al together you say okay let's prepare this or they need to present it to their boss right or maybe they need to initiate change management so Al together you start working on a strong business case right basically which means you prepare enough Arguments for your champions for your engaged buyers to sell your product in house and this is again this is a joint work this is what marketing and sales should do all together right or maybe that could be another idea you have a very engaged contact right but they might say okay my boss might be suspicious so You' say why not for example um I don't know if you doing this for example if you're podcast like this right BL share example about Fred you might say why not inviting this boss you know so we can do an interview with them or maybe if if uh if this company is not far from you maybe you can invite them for the business breakfast right again just having some sort of connection so there could be multiple ideas and you plan them together and I would love to wrap up this session with a few questions that you guys asked I think that uh they are really interesting and really essential one of the questions came from n she asked what dashboards do you use to measure allbound uh effectively and what indicators so I would love I believe a lot of you have this question so let me show uh you a few examples so you can see it it looks like um uh let me share my screen so this is the first one right we'll have to create U this is the spread it but you can create this in uh in your CRM you can set up uh workflows in hopspot for example the key point is whenever you define a specific Playbook right you need to ensure that both marketing and sales would take all the necessary steps right to make sure that this the target buyers would move to the next step either it would be a field event webinar I don't know sessions with your target accounts Etc right something that would move them further in their buying process and then you define what are the critical steps next you have this highly engaged accounts right with them you need to engage consistently the biggest mistake we are seeing is that a lot of reps what they do they come leave a comment in Ideal World in most cases they don't do this right then they send a personalized connection request which is I'm growing my network or whatever right and then hey we are selling to to people like you would you like to have a Dem a call and if they receive no or if buyers ignore them they just simply forget and move forward that's absolutely wrong approach if you know that like what lad said if you have defined accounts that likely to become sales opportunities you need to proactively engage with these people you need to consistently do this right and for this specific reason you define the steps and you track the last engagement next one is um what we mentioned in the beginning it's the uh revenue report really uh if uh if if if in in in ganizations where you need to prove markeet and sourced Revenue right you can call it like market and sourced sqls or markeet and sourc pipeline uh but you can call it also allbound pipeline if you want right so it's just if if you need to justify but uh I'm at the same time with flat we are business owners right even if our company is small for us it really doesn't matter is it a marketing or sales generated opportunity it's money it's Revenue so from the business perspective and we know that like I said all of these activities in the Playbook they all influence the buying Journey right so it doesn't really matter that like this specific podcast episode didn't bring sales opportunities fast right that's the key so effective GTM teams they don't debate about this but uh what ultimately matter is the uh Revenue metrix right and this is the number of sales qualified opportunities your one your win rate then your a aage contract value and uh total sales cycle lens because this way you can calculate sales byly velocity which gives you a trajectory of your Revenue this year right and another question was from Kate okay but like whenever I try to get Buy in from sales they are going crickets right which is true but this is the only way if you can populate these numbers a lot of companies never do this report and they never track the sales pipel velocity just get these numbers and see where you're heading with the current trajectory right numbers don't lie you don't need to make the worst thing is making false forecasts right hey if we'll invest more in ads we might get some Revenue no way you look at the current data the current data tells you where you're headed with your revenue and then the next point you can have a friend discussion look guys we are kind of going to miss our Revenue targets by 20% are we good with this do you know what to do now okay I have few ideas let's try we don't we are not going to run a revolution in our organization right but I have a few ideas let's try to do display books on a small scope basis this is basically the concept of pilot programs that we have described multiple times and also if you are wondering all this allbound program is covered in our new full final ABM course so for some of you who are interested to kind of get the the complete picture you you can check this one um next Point uh how uh how kind that to justify that you want to have this cluster programs I think what makes perfect sense uh is to kind of develop this comparison report this is really essential to show um because what companies do and how they justify the sales L motion they say okay we were like uh because of our outbound activities we were able to generate let's say 14 sales opportunities right and with your allbound motion or ABM or demand doesn't really matter you guys were able to generate only nine so if you look only on this Matrix obviously you'll tell that outbound works better performs better but you need to look at other things right okay in our allbound program we only had 40 accounts right and our account to pipeline ratio is 22 and uh 50% right 22 and a half so like we were able to convert on almost 25% of our Target accounts into sales opportunities while for outbound Cadence we were able to convert only three and a half% now from this nine we were able to close five with average contract value of 125k right while from outbound we were able to close only three with ACV of 70 5K and when you when you'll be able to present this numbers that would be completely different picture right because the the biggest problem we are seeing a lot of companies they just look at sales and or even worse at meetings booked right and nobody talks about ghos and Prospects about no show UPS right that's that's another story everybody would ignore this and but this is actually the story that lead generation agencies promote hey get your calendar full of meetings booked right that's not a big deal to go to upw work and ask a bunch of people to book meetings with you right so if you want to kind if you want to go to make everybody go nuts in your organization I'm I'm kidding of course but you got the idea right uh meetings booked is the worst metric that you can track track real sales opportunities your PN rates and your ACV and sales cycle lens right this is this is what gives you a reality the problem is that a lot lot of companies deliberately have inaccurate data because nobody wants to take a sober look at their outbound performance at their lead generation performance at their demand capturing so just there to do it and you'll see it would be an eye opener for everybody in your organization so that being said this were the kind of critical things that we highly recommend you to measure lastly for every Playbook that you guys are go and to run you need to create individual reports so what we love to do this is a typical report that we create but for the virtual events if we kind of Target a global audience right what we'll have to do is to track what is the sign up rate and attendance rate of our Target accounts tier one tier two tier three right you can see accounts that registered for the webinar accounts that attended the webinar next from how many of these accounts we were able to book this one-on once and I'm not saying only the demo calls right but maybe one-on once with your smes connecting them with your customers because this is also a bridge between marketing or let's say between all bound and sales opportunity next you can track it right you and it's really easy to track this whenever you have these events right you have a list of signups you can always upload this list to your CRM with a tech uh that contains the name of that specific event right so that would be always kind an attribution if you if you want and then you can see right what is the how that uh that specific event influenc your pipeline right how many sales opportunities you were able to have and then you can do a breakdown by regions and tiers or let's say by regions and client status net new uh renewals uh expansion named the accounts that already in your pipeline and you track the positive signals right so for example uh we were able to kind of to talk to I don't know let's say C of specific company and he brought three product Engineers with him right he immediately registered three more people with him whatever right or for example we are going to host an ABM Workshop in ANP and we were reaching out to a few F the piece of marketing and they immediately said hey I would love to print my demand gen manager and my uh content marketer to that specific event right that's another positive signal so this these are the ideas that you need to track right uh it's it's not sales opportunity but it's a huge positive signal that your event resonated right and for you it's a traction signal that it means that it works right so you can always prove it and then justify uh that being said I think we have two minutes left uh let us know if that was helpful valuable interesting type something in the in the chat uh question from Melanie do you track this numbers per account or per contact per account and feel free to ask any other questions we have a few minutes left so we can cover them uh and yeah yeah I had a quick question got as a message actually not is a chat from Robert quick question how to do long-term nurturing the way that just very briefly to REM REM marks about long-term nurturing the first one is that the way that we look at our uh demand generation programs is we create what we call a demand generation calendar what do we mean by that we as you know uh Andre and myself we post daily on LinkedIn then we have our company page also posting daily on LinkedIn then we have a Weekly Newsletter for full funnel insiders newsletter and we have another newsletter for our community we have also Daily engagement on the community on LinkedIn we have these weekly live podcast episodes we have uh we run several webinars where we dive deeper kind of workshops we run Live Events Etc so this is what I mean by the calendar and so with this you have kind of already an always on multi-channel nurturing what we hear from a lot of our prospects and customers is that oh I've attended this webinar and I was following you on LinkedIn etc etc so you see that effect and then next to that very specifically then if you're talking about marketing Automation and email news sorry email nurturing uh we have several nurture sequences that are set up around specific topics uh that are quite long sequences uh around the topic where we usually repurpose our best content from LinkedIn and try to have as long a SE quence as the sales cycle normally is long because otherwise just like that's not that's that's what I guess you mean with the long uh term nurturing yeah and one more question from Melanie uh luckily we are not anymore kicked out of the room so we can stay for a few minutes with you guys who is the best Feit to be SM uh so the best fit is a person who had a practical experience a practical background as your target buyer Persona a person literally it's the person who you're going to sell to right so that's uh that's the key these people need to really understand the jobs to be done the complexity of the work the OES or kpis of these people so they can provide meaningful feedback I wanted to just offer very practical their ideas uh what we see in a lot of companies if you have a role like a sales engineer or technical sales or a sales architect this is often a good role there are usually people especially when you're selling some something that is a bit more technical you may have like project management project managers or imple like people who are actually involved in implementation if the implementation is actually long they're usually working very close with customers or in some companies this role is taken over by CSM so customer success managers who are also in some organization very highly knowledgeable and also are working very closely with uh the target sometimes there's also like solution Architects solution Consultants um they different companies call them differently but essentially they often play play either a role in pre-sales with for technical question or play a role later in the implementation and supporting the accounts okay cool thank you so much guys for the Fantastic questions uh next Thursday same time we are going to host a new episode we're going to announce it on LinkedIn and also we'll send you an email and uh a week after we're going to host this full final Summit 16 live sessions just bear to us this Summit will replace you dozens of courses and books so make sure you got your free ticket feel free to bring your team and see you next Thurday have a great rest of the week cheers take care cheers thank you