The “Leak” of Inbound ABM: What it Means for Buyers and SDRs

October 18, 2017 Jack Wiefels

leaky bucket of ABM

The social sphere surrounding Sales Development is busy on Linkedin. Most days it’s hard to scroll through my newsfeed without reading either a condemnation written by a potential buyer frustrated with another canned SDR email, or someone singing the praise of a particular rep’s outreach from their digital rooftop. Polarizing dialogue can be entertaining, but quickly loses its appeal from saturation.

I’ve spent the last several months absorbing this particular kind of content on my newsfeed to get a better feel for the common themes that dominate the conversation. Now, with some context, I’ve decided to toss my opinion into the mix.

Okay to Spray and Pray?

B2B sales outreach to inbound leads suffers from a resource constraint that hurts both buyers and sales development representatives in equal proportion.

Engagio’s vision is to drive the “one to one” future of marketing and sales by developing a platform designed for personalized interactions between prospective clients and the companies that serve them. We’ve emerged as a thought leader in our category of Account Based Marketing (ABM) as a result of our product and our leadership. Accordingly, Engagio receives plenty of inbound leads from people who are curious to learn more about what we do.

Inbound leads represent a double-edged sword. Salespeople appreciate the luxury of context that an inbound leads’ activity affords, but don’t want to waste their time sifting through unqualified leads to reach the one person that could move the needle at a desirable account.

The issue directly relates to Engagio’s “net versus spear” philosophy in targeting and outreach toward key accounts. In the B2B marketplace, it doesn’t do a business any favors to send generic marketing and sales messaging to high-value and “lighthouse” customers. Casting a wide net (via a generic message) to catch one account isn’t effective, and could potentially turn that company off to what your business offers. A well-orchestrated and targeted approach (the “spear”) mitigates this risk, and significantly increases the chances of eliciting an interaction.

As such, Engagio delivers relevant content and personalized outreach to those we believe can benefit from our business the most.

But therein lies the problem with inbound activity: when dealing with large numbers of leads, personalization isn’t a viable option for every touch.

Our approach to business development primarily revolves around proactively engaging with target accounts. Nevertheless, inbound sales and marketing efforts are necessary to cover our bases, and sometimes uncovers businesses that prove to be hidden gems.

Relationships Drive Sales Development

Here’s where our initial resource constraint problem rears its ugly head. The issue centers around an often-ignored behavioral element of the purchasing process: An effective sales cycle builds a relationship between the two parties involved. The interaction requires trust and buy-in from both sides. Arguably, it’s the social contract that helps finalize the legal contract of a B2B deal.

Just as a legal contract involves a two-sided set of obligations, so does a social contract. If these obligations break down from either side, the value of the contract diminishes. Legal contracts hold concrete value. Social contracts hold potential value, yet still lose value if they aren’t upheld all the same.

Deliberate outreach to target accounts inherently holds more potential value than personalized outreach for non-target accounts who come inbound. SDRs research their target accounts; buyers should expect relevant content and considerable value if they’re being contacted from an outbound SDR.

Inbound representatives should still strive to deliver personalized content and value to leads, but they must choose between two different strategies to make the most of their time. Inbound SDRs can either personalize their outreach from the start by sorting through their list carefully, or personalize their messages later after they’ve received a response from a lead.

Inbound SDRs who pursue non-target account activity are constrained by time. They (or their managers) must choose how they deal with this issue in their outreach. Their answer to the problem affects their relationship with inbound leads.

Organizing SDRs for Success

The fix to this problem remains open for discussion. Apart from the sliding scale SDRs may apply to themselves when personalizing their outreach, the marketing team represents another variable to the puzzle. Perhaps SDRs are best utilized solely for target account outreach, and marketing could effectively replace inbound SDR activity. Whatever the solution, potential buyers may pause the next time they receive an automated or personalized sales email.

How can your company embrace direct inbound ABM?

The post The “Leak” of Inbound ABM: What it Means for Buyers and SDRs appeared first on Engagio.

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