🕵🏻‍♂️ Allbound marketing explained

Hey ,

Today I’m sharing with you 6 steps to build a cohesive demand generation, demand capturing, and social selling on LinkedIn.

Let’s get it.

1. 𝐏𝐫𝐨𝐚𝐜𝐭𝐢𝐯𝐞𝐥𝐲 𝐠𝐫𝐨𝐰 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤 𝐚𝐧𝐝 𝐛𝐮𝐢𝐥𝐝 𝐚 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦.

ICP: the buying committee of your target accounts
Engagers - People who are highly active on social, but will never buy your product.
Industry thought leaders.
Niche media & community that your target audience follows.

2. 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐞 3𝐂 𝐭𝐨 𝐰𝐚𝐫𝐦-𝐮𝐩 & 𝐧𝐮𝐫𝐭𝐮𝐫𝐞 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.

Create content that educates the target market and demonstrates your expertise
Comment to start conversations in threads and move them into the inbox
Connect with 4 audiences above after the first engagement

3. 𝐃𝐞𝐟𝐢𝐧𝐞 𝐚𝐧𝐝 𝐭𝐫𝐚𝐜𝐤 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐛𝐮𝐲𝐢𝐧𝐠 𝐬𝐢𝐠𝐧𝐚𝐥𝐬.

LinkedIn provides plenty of data: from engagement with your content to hiring, money raised, YoY growth, management changes, etc.

Leverage these insights for prompt messages and outreach.

4. 𝐅𝐥𝐢𝐩 𝐨𝐮𝐭𝐛𝐨𝐮𝐧𝐝 𝐭𝐨 𝐢𝐧𝐛𝐨𝐮𝐧𝐝.

Instead of following the pitching process, as most SDRs do, start conversations to discover the needs and the goals of your new connections and see how you can help.

This help can come from sharing relevant content, a short video to answer some questions, or connecting with somebody from your network.

5. 𝐍𝐞𝐯𝐞𝐫 𝐬𝐭𝐨𝐩 𝐧𝐮𝐫𝐭𝐮𝐫𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐧𝐨𝐧-𝐬𝐚𝐥𝐞𝐬 𝐭𝐨𝐮𝐜𝐡𝐞𝐬.

Non-sales touches include:

- Continuous engagement with the content and account updates

- Demand generation ads

- Retargeting promoting case studies, etc.

6. 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧.

To make sure your team starts generating a result, create your own playbook including:

a) Examples of posts, comments, and messages that resonated with the LinkedIn ecosystem

b) Regular daily 1-hour slot in your calendar to follow the routine

c) Report that demonstrates:

# of opportunities came through LinkedIn and revenue-sourced
# of conversations you had with target accounts
# of niche media invites

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If you follow the process, you'll be able to warm up and create awareness and demand among strategic accounts.

You'll be extending the pool of accounts potentially interested in your product, capturing the demand, and starting conversations.

The best part?

You and your company will be perceived as a market leader and trusted advisor, not "another vendor who begs for a meeting".

We call it all-bound marketing.

9 playbooks we use to capture the demand of buyers in the market while nurturing the others:

[3 AWARENESS PLAYBOOKS]

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #1: Establish a core content creation and distribution pillar

Our main pillar is daily content creation for LinkedIn.

Why?

Because creating content for LinkedIn:

Is fast. It's easier to write a LinkedIn post than a blog article or record a YouTube video
It reaches our buyers fast, and the feedback is immediate. We see what's working and what resonates
It provides opportunities to start conversations in DMs, get even more insight—and create sales opportunities

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #2: Pick topics that resonate on LinkedIn, and create in-depth articles

When it comes to website articles, brand > SEO.

That's why we have a few articles, but they go deep and provide tons of actionable advice and examples.

And btw:

Our articles still bring thousands of visitors but are never driven by keyword research
Thanks to a ton of educational LinkedIn posts, our articles are basically half-written.

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #3: Weekly live podcasts (=community events)

Instead of following the tired podcast playbook (record, post a few clips on LinkedIn, hope for some listens), we provide our community with a unique experience and opportunity to interact with industry leaders live. Most episodes generate hundreds of subscribers and attendees.

[3 DEMAND GEN PLAYBOOKS]

You cannot generate demand without talking about your solution. But most buyers don't care about your solution (yet). That's why we:

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #4: Leverage in-depth case studies. Why they work:

- The hero of the story is a team just like the one that your buyers work in.

- The behind-the-scenes details, strategy, and frameworks are valuable

- Your solution and its benefits appear natively, and in the right context

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #5: Openly share frameworks and processes in monthly interactive webinars (1000+ subscribers).

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #6: Andrei takes our best-performing posts and expands on them in our newsletter, which grew to 11k subscribers without any promotion, just because of the quality of our content.

[3 DEMAND CAPTURE PLAYBOOKS]

The buyers ready to buy will reach out to you. Here's what we do with the others:

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #7: Offer them to continue learning with personalized content hubs. They come with content analytics, which we leverage as intent data for personalized and timely outreach.

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #8: Use high-intent page visits by ICP accounts as triggers to add these accounts to our warm-up ABM plays.

𝙋𝙡𝙖𝙮𝙗𝙤𝙤𝙠 #9: Turn engagement on LinkedIn into conversations, continuing to help and provide 1-1 advice in DM, while generating opportunities with buyers when they become ready (a.k.a "social selling").

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Adechina ODJO