Hello and welcome to episode two of our brand new series, "What the Heck is Allbound?" Today we're going to be talking about the Allbound pillars that feed into the overall strategy. 

 

I'm Diana, I'm with the RevPartners team where we are operationalizing Allbound plays through HubSpot and Clay. So let's get started.

 

If you haven't seen episode one, we talked about the Allbound strategy and how it fits into the broader revenue strategy. Today we're going to talk about Allbound as a core concept and the three pillars.  So Allbounf really what it is, is the orchestration of inbound and outbound campaigns in order to generate pipeline. 

 

So, let's get into it. What are the pillars? Pillar number one, you might have guessed it, it's data. Data at the core of everything we're building, you want to make sure all of your teams have the right information, the up-to-date information, and the same information. Marketing, BDR, sales, and CS teams should all be able to access the exact same set of data and have almost like a living, breathing organism within your source of truth (HubSpot). That means enrichment information at the contact level, at the company level, finding new contacts that are relevant for prospecting and expansion options as well as deep research that helps them feed information that will  be useful for conversations and messaging.

 

The second one is going to be inbound activities. This is where you're going to find your general brand presence activities, some SEO, GEO, and paid media. You want to make sure that all of those different inbound activities are feeding each other. So for example, being able to pull from who's a website visitor to create audiences for your LinkedIn ads and be able to feed those brand interactions through each other. The important thing here is to create a really wide net to make sure that your brand is visible for as many people as possible, and from there, capture those interactions before form submission, before conversions to be able to create pipeline acceleration. Those brand interactions then to into the third pillar.

 

The third pillar is going to be outbound campaigns that generate pipeline velocity. These outbound campaigns are leveraging all of the different brand interactions in order to create really thoughtful messaging that then goes out in a multi channel approach. All of these different pieces of the puzzle need to be orchestrated in order for the Allbound strategy to have successful outcomes. So let's take a look at what an orchestration of these types of campaigns look like.  In my graph, you're going to be able to see different points of interaction--you have your website, your paid media, your organic social. That's your digital marketing at work. You're creating brand interactions, and from those we're able to scrape information of people who are interacting, but not necessarily ready for form submission or conversions. These are the people that we're going to want to nurture and potentially tap into to see if there's a real opportunity there. For example, if we think of websites, we're looking at website visitors before a form submission or a conversion, we're scraping those people, we're pushing them over to Clay for contact, company enrichment, finding new contacts to be able to multi-thread really early on, and deep research for account strategic information. We're then pushing them over to prompts to understand if they fit our ICP, or even for companies that have multiple ICPs, which one they would be categorized in, as well as buyer persona. And base don the interaction and the ICP and buyer persona fit, we are creating custom messaging for each person and leveraging that deep research information. All of these pieces are then tied together with scoring to be able to help us surface the people who are hand raisers as they interact further and further with your brand. In addition to that, we are also thinking through a cold outreach, so a pure outreach campaign based on list building that is done off from signals to help create lists that are for people who are more sales ready, who are actively searching for your line of service or product. So those lists also go through proper enrichment, categorization, and eventually cold outreach.

 

This is setting the stage for our next step, which is going to be the framework within your HubSpot instance that will help you operationalize the orchestration of Allbounf activites.