How to Fuel Your ABM Strategy with Inbound with Jen Spencer

Overview

Jen goes over what inbound marketing is, how it fuels ABM, and the 3 types of ABM campaigns. 

Speaker

Jen Spencer is the Chief Revenue Officer for SmartBug Media®, a globally award-winning intelligent inbound® marketing agency that helps businesses grow revenue by generating leads, engaging accounts and building brand loyalty through inbound marketing, sales enablement, revenue operations, web development, digital strategy, marketing automation, and public relations. Prior to her role at SmartBug®, Jen was the VP of Sales and Marketing at Allbound, a PRM software-as-a-service solution provider. While serving as Director of Marketing at nettime solutions, acquired by Paychex in June 2014, Jen developed and executed an inbound lead generation and content marketing strategy.  Jen is a Founding Coach at SDR Nation, a community dedicated to supporting, training and enabling sales development professionals. 

Quotes

Marketers who embrace the inbound methodology and apply it to their ABM strategy see stronger engagement among their targeted accounts. Sales teams who leverage inbound selling techniques are better enabled to meet the needs of the humans they interact with throughout the sales process. 

84% of buying committees have a champion, who holds 59% of the purchasing influence over the buying committee. 

Key Points

3 Ways Inbound Fuels ABM 

Buyer Personas: 

-Understand who the people are within an account 

-More than just company names and job titles 

Content Offers 

-Improve brand recognition among personas within your target accounts 

-Build affinity by mentioning target accounts on your blog and social media content 

-Find new accounts to add to your strategy 

Web Experiences 

-Personalizing landing pages and web pages can improve on-site engagement 

-Display custom copy, images, and forms depending on the person or target account visiting the page