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Podcast # 27 – Inbound with short-term results: ABM, inboundization and POI

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Podcast # 27 – Inbound with short-term results: ABM, inboundization and POI

Today Pau Valdés interviews Xavier Pla , who has been a professor of postgraduate, master and digital marketing programs at the renowned business schools ESIC , Inesdi , IEBS and EADA . On his own, he has completed high-level studies at the Massachusetts Institute of Technology (MIT) , IESE Business School and KSchool .

Xavier has been with our InboundCycle team for 7 years . Throughout that time he has held multiple key positions for the organization, even becoming the agency’s director of operations . So this is a specialist who has been involved in hundreds of inbound marketing projects .

Xavier is currently the COO of DIYInbound . An innovative initiative developed by InboundCycle that consists of offering companies support and training so that they themselves can develop and manage their own inbound Cambodia Phone Number List projects. Hence the name “DIYinbound” (Do It Yourself inbound) .

Next, Xavier and Pau talk about 3 specific inbound marketing techniques to achieve short-term results , thus breaking down the myth that this methodology can only be focused on the medium-long term.

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1. Online inbound advertising (POI)
Digital advertising has always been one of the most powerful resources to achieve marketing and sales results in the very short term, almost immediately. In this context, traditional online advertising (POT) refers to that advertising that has been implemented throughout life in the digital world and that has been characterized by pursuing more than all transactional objectives . For example, to promote the purchase of a product or subscription to a service.

Seeking to replicate the effectiveness of POT to accelerate results in inbound marketing, what is now known as online inbound advertising (POI) has been designed . Instead of focusing on the product or service, it focuses on the content , thus maintaining the basic principles of inbound Forex Email List. For example, a POI ad is one that can encourage the download of an ebook or the reproduction of a podcast, in exchange for the user simply leaving their contact information. So the POI is not aimed at getting sales but at capturing leads.

Thus, for the user, the difference between traditional and inbound advertising is that with traditional advertising the user may feel that the company is always trying to sell him something, while with inbound the user feels that the company is seeking to help and accompany him. with valuable content.

In this way, the POI combines the benefits of digital advertising (at the level of immediacy) and inbound marketing (at the level of capturing leads and user experience).

2. Account based marketing (ABM)
The account based marketing (ABM) or account – based marketing is a technique that seeks to transfer the effectiveness of sales in traditional cold to the world of digital marketing B2B (business to business). Therefore, the ABM is very focused on the end of the conversion funnel, which is where the transactional stage of the sale is.

The objective of account based marketing is to close commercial agreements with potential accounts (companies that have been prospected as potential clients). To achieve this, the ABM seeks to identify and approach the people who are related to decision-making in the purchase process within the target account.

The difference between the traditional sale and the ABM is that in the latter the approach that is made to people is with content of value that is of interest to them, which can only be accessed if each person leaves their contact information, becoming, thus, in leads.

After the capture of leads, an automated process of lead scoring and lead nurturing begins with more valuable content, with the idea of ​​helping those people to advance in the purchase decision in a natural and genuine way. The opposite case occurs with traditional sales, which focuses on approaching potential customers with 100% commercial offers and messages.

If you want to know more about this point, you can also listen to our Podcast # 3 – “Sales from 0 and without investment, mission impossible?” (with Álex Ríos, CEO of Happyforce ) or visit our article Account based marketing and inbound marketing: do they complement each other?

3. Inboundization of current assets
One of the most fundamental and widely used inbound marketing techniques to accelerate your results is inboundization . This term was first coined in 2016 by Pau Valdés (CEO of InboundCycle ) and Berta Hernández (CMO of DIYinbound ).

Inboundization consists of analyzing all the assets that a company has to do digital marketing (contact databases, web pages, blogs, social networks, forums, etc.), with the aim of determining how these assets can begin to work for the capture and conversion of leads .

For example, a company that has high levels of traffic to its website but has not implemented any mechanism to capture the email of its visitors is missing the opportunity to capitalize on all that traffic . This is where the inboundization of the website comes into play, which could consist of creating valuable content to encourage visitors to access them in exchange for leaving their contact information, thus becoming leads that will later enter a flow of lead scoring and lead nurturing .

Inboundization is excellent for generating immediate results , since it consists of taking advantage of the assets that the company already has, instead of having to create them from scratch. In the previous example about web traffic, inboundization would begin to capitalize the visitors that day by day they are already entering the page, so there is no need to wait time or invest effort for the traffic attraction stage of the conversion funnel.

Finally, listen to the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it. Also p ou can check here all episodes of the podcast Marketing Leaders .

If you have any questions on the subject or have any questions for Xavier or Pau, we encourage you to leave them in the comments section so that they can solve it for you.

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