No duplicated work
The approach outlined here assumes that we start from scratch. However, we naturally leverage existing assets and can potentially skip certain steps altogether.
We setup a Project Management Tool
To ensure that you stay up to date with what we're currently working on and to facilitate quick and easy communication with us, we're setting up an Asana project board for you. This board will be available throughout our entire collaboration.
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Kick-Off
The kick-off serves the purpose of getting to know each other and connecting the teams. To ensure everyone is on the same page, we will provide an introduction to the topic of Inbound Marketing and present the next steps.
Duration: 2 hours
Format: Online
Participants: All stakeholders
Interviews with the experts in the company
In preparation for the workshops, depending on your company structure, there will be one to three half-hour interviews with the key contacts in management, sales, and marketing. These interviews aim to gain a clearer understanding of your current processes and capture specific requirements.
Duration: 3 × 30 minutes
Format: Online
Workshop: Goals and Target Audience
In the first of a series of three workshops, we will initially focus on your overarching and derived goals that you want to achieve through Inbound Marketing. Afterwards, we will work together to define your primary target audience in the form of an Ideal Customer Profile (ICP).
Duration: 2 hours
Format: Online
Participants: Management, Marketing, Sales, and optionally Support and Customer Service
Workshop: Buyer Personas and Customer Journey
In the second workshop, we will analyze the roles involved in the procurement process of your Ideal Customer Profiles (ICPs) and map them into individual Buyer Personas. These personas will serve as the foundation for developing a Customer Journey, enabling us to gain a precise understanding of your customers' decision-making and procurement processes.
Duration: 2 hours
Format: Online
Participants: Marketing, Sales, Support, Customer Service
Workshop: Software & Tools
In our third workshop, we will delve into the technical foundation of your business. Together, we will explore which software and tools should be introduced and how to integrate them with your existing systems. Rest assured, we will be by your side throughout this process, leveraging our extensive expertise and partnering with various providers such as HubSpot or ActiveCampaign.
Duration: 2 hours
Format: Online or in-person
Participants: Marketing, Sales, IT Representatives
Strategy Elaboration
Based on the workshop results, we will create the actual Inbound Marketing strategy, which includes a "battle plan" on how to achieve our set goals. Additionally, we will define suitable Key Performance Indicators (KPIs) for each goal, allowing us to measure the success of our actions at any time.
Health Check
After receiving our presentation of results, we would like to offer you the opportunity to join us for a friendly Q&A session. This session will allow us to address any questions you may have and discuss the next steps together.
Duration: 1-2 hours
Format: Online
Participants: CEO, Marketing, Sales
Technical Setup
Building on the developed outbound marketing strategy, in the following weeks, we create the technical prerequisites necessary for all lead generation and qualification processes to work together smoothly.
We establish interfaces with your existing systems, and import and clean up existing data. Lastly, we develop templates for the most important components, ensuring they can be efficiently reused.
Domain, email-warmup & website tracking
We will acquire a new custom domain to ensure that
the main domain does not burn out. We will then set up
the email and initiate the email warm-up process. This
process takes at least 3 to 4 weeks and helps improve
email deliverability. Additionally, we will set up website
tracking through Google Tag Manager
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Start Intent & Interaction data gathering
As part of our strategic alignment, we will begin gathering
intent and interaction data to reveal essential insights
specific to your company’s needs. By doing so, we can
customize our campaigns, making certain that we deliver
solutions that are both relevant and highly effective
Setup CRM / Marketing Platform
Based on your selected platform, such as HubSpot or
Pipedrive, we’ll carry out the initial configuration. We will
focus on tailoring the features to your specific needs,
empowering you to harness the full capabilities of the
tool. We will set up the pipeline, different stages, and
basic automations.
Connecting the dots & dashboards
We’ll connect all third-party systems involved in your
Account-Based Marketing funnel to your CRM, including
intent and interaction data, your website, social media
channels, and others, to ensure a seamless experience.
Alongside this, we provide valuable insights through
meticulously designed dashboards and KPI sets. These
intuitive tools offer real-time visualizations of crucial
metrics, enabling you to track progress and make databacked decisions for a deeper understanding of your
campaign’s success.
Automations, Templates and Scoring
Next, we create customized templates for landing pages,
mailings, forms, and calls-to-action that align with your
brand’s visual identity and can be easily reused in the
future. Templates ensure consistency and efficiency.
Additionally, we develop automations for typical use cases,
such as double opt-in, to streamline your operational
processes. We also implement an initial lead scoring
system to prioritize and evaluate your leads effectively.
Check the Works and give feedback
At the end of the setup phase, we’ll provide you with a
thorough introduction to your new system, ensuring a clear
understanding of its functionality and capabilities. This
interactive session lasts 1-2 hours and involves participants
from your marketing and sales teams. It equips you with
real-time insights and intuitive dashboards to make datadriven decisions and maximize marketing effectiveness.
ABM & Outreach execution
Now, all strategic, conceptual, and technical preparations have been completed and there is nothing standing in the way of operational implementation. In doing so, we make your goal our own: to fill your pipeline with high-quality leads as quickly as possible, which your sales team can convert into new customers.
So that you can get as accurate a picture as possible of our range of services, we assume in the following processes that these services will be provided completely by inboundfriends. Of course, individual areas of responsibility can also be partially or completely taken over by an internal team.
Campaign and content planning
Outbound marketing campaign planning involves
strategizing and outlining initiatives to reach and engage
the target audience effectively. It requires understanding
the audience, setting clear objectives, and selecting suitable
ABM channels. Aligning campaign and content planning
drives lead generation and boosts conversions.
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Development - Lead Magnet e.g. eBooks or Webinars
The Lead Magnet holds significant importance within our
Lead-Funnel. It serves as a crucial tool to convert visitors
on our landing pages into leads. The format we choose for
the Lead Magnet depends on your target audience and the
specific phase in the customer journey we aim to engage
(e.g., an eBook or webinar). This strategic selection ensures
we deliver compelling content tailored to the needs and
preferences of your potential leads, effectively nurturing
them towards conversion.
Creating of ads
In order to capture the attention of your target audience
and promote the Lead Magnet effectively, our team of
performance marketing specialists designs and places
ads on platforms such as Google or LinkedIn. We typically
create and test at least three different ad variations to
determine the most effective copy and creative elements
that resonate with your target group. This data-driven
approach allows us to optimize and achieve the best results
Creation of blog posts and social media
Our comprehensive content strategy includes the
development of engaging social media postings and
compelling blog articles. We create social media content
that captures the interest of your target audience and
encourages them to explore the Lead Magnet. Our blog
articles provide valuable insights related to the topic,
attracting and engaging your audience. By integrating these
content elements, we maximize the impact of your ABM
efforts and generate valuable leads for your business.
Lead generation, lead nurturing, lead scoring
Identify and attract potential customers. Nurture leads with
tailored communication and valuable content. Prioritize
qualified prospects for sales follow-ups. Maximize
conversion rates, drive growth, and foster customer
relationships.
Get message market fit
In order to achieve market-message fit, we have a wellestablished procedure in four steps, where we compare
two different benchmark values at each step. The steps are
open rate, meeting booked rate, conversion rate, and last
but not least, speed to deal (how fast the closing happens).
In the process, we develop multiple mailing sequences
that are personalized and triggered based on intent and
interaction data. These are aligned with specific lead
properties (Ideal Customer Profile & Persona).
Campaign execution
With all the essential elements in place, we are ready to
launch and execute a successful outbound marketing
campaign through the marketing platform. At this stage,
leads that have successfully passed through our funnel
and reached a qualified status, indicating a high probability
of closing, are automatically transferred to your sales
department. Our automated process streamlines lead
management, enabling your sales team to focus on highly
qualified leads, increasing conversion chances and closing
deals efficiently.
Reporting, Account Management & Check-up
At the conclusion of the first cycle, all data is consolidated
into a central dashboard. Based on the insights provided
by this dashboard, we conduct a check-up session to
review the results achieved and extract valuable learnings
for the next cycle. This collaborative discussion involves
participants from both the marketing and sales teams,
allowing us to align strategies and make data-driven
decisions for future campaigns.
The check-up session typically lasts for 30 minutes
and can be conducted online for the convenience of all
participants. This iterative process ensures continuous
improvement and optimization of your marketing and
sales efforts.
