Inbound and account-based marketing have forever changed the way that we do business. These days, it is hard to imagine the marketing landscape without them, but as we look to the future and into the uncharted territory of a post-pandemic 2021, we have to ask ourselves what is next. As strong as inbound marketing and ABM are on their own, we need to understand where they meet, what our inbound marketing strategies should look like, and how to align revenue and product teams around a cohesive marketing strategy.
The solution: Account-Based Experience (ABX). The intersection of inbound marketing and ABM.
ABX is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted Marketing and Sales actions throughout the B2B customer lifecycle, and its benefits are both clear and well-documented:
1. Zero waste
2. Much bigger wins
3. Better close rates
4. Improved post-sale expansion
5. Marketing & Sales alignment
6. A better customer experience
As the Chief Marketing Officer at HubSpot, Kipp Bodnar sets the company’s global inbound marketing strategy to drive awareness and demand for HubSpot’s suite of inbound marketing and sales products. In his tenure at HubSpot, Kipp has also served as the Vice President of Marketing and co-authored a book on leveraging social media to drive leads and revenue.
An industry-leading speaker and blogger, Kipp came to mind immediately as the right person to ask about the future of marketing as it pertains to inbound and account-based marketing, as well as the rise of account-based experience.
Quotable moments from Jon and Kipp’s conversation
“So, it’s almost like you can’t operate in a vacuum anymore. All of these pieces have to fit together in order to come up with a successful outcome.” – Jon Leiberman | VP, Content, Demandbase
“Yeah, I’d argue the more they work together, the more successful the outcome, right? Like you can do stuff separately, but really with diminished returns.” – Kipp Bodnar | CMO, HubSpot
Covering a range of topics from where ABM fits into HubSpot’s marketing stack to the ever-growing importance of content in inbound marketing, Jon and Kipp discuss how revenue teams will have to adjust their tried and true methods to fit into industries convoluted by the pandemic.
“People are fatigued around Zoom, email, what have you, and so it really focuses you on getting your clarity of story down and on getting the right triggered time of engagement around that magic moment really nailed down. I know that’s something that you all are really focused on at Demandbase.” – Kipp Bodnar
Watch the full interview to find out what keeps marketing leaders like Kipp Bodnar and Jon Leiberman up at night in the current industry landscape, and learn more about ABXperiences by downloading the Clear and Complete Guide to ABX.
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