RB2B reposted this
CEO @ Retention.com & RB2B | Person-Level Website Visitor Identity | Push LinkedIn Profiles to Slack in Real-Time, 100% Free!
I'm getting a ton of pissed off SaaS GTM leaders in my LinkedIn comments saying, “Isn’t Inbound-Led Outbound JUST marketing?” Here's my response to haters (like Mark Kosoglow) and a breakdown of Inbound-Led Outbound 101: BACKGROUND: - I’ve been calling the GTM motion I’m building at RB2B “Inbound-Led Outbound” - It revolves around Influencer-led content activity that drives website visits - Those site visits trigger messaging from the influencer that create business outcomes Part One: The Influencer-Led Model 1. TikTok’s interest-based algorithm and LinkedIn’s thought leadership ad ushered in an era of high-quality organic content being exponentially more valuable than paid ads. 2. Think about how much more focus you’re giving this post than a carousel of similar businesses using ZoomInfo or an obvious case study interview. 3. The best organic content creators build more trust than any other marketing mechanisms. They are building human-to-human connection at scale. 4. The kicker is we immediately know when they have created something great, and can inexpensively promote it to target prospects with ads. I believe Executive-level influencer marketing is the most capital efficient way to generate awareness that has ever existed. We haven’t fully accepted this yet in B2B. The output of Part One for me at RB2B is: - LinkedIn posts every other day - Guest spots many podcasts/webinars in B2B as possible - Try to give keynotes whenever people will have me Part Two: Capture the Site Visit at the Person-Level We believe that a site visit is the best intent signal available, by far. Before RB2B, company-level website visitor identity was ubiquitous. But there is the obvious limitation of needing to know who the actual person is. With RB2B, we can now capture contact information at the person-level and trigger sales workflows. Part Three: Warm Outreach From the Influencer An underlying assumption of the Inbound-Led Outbound thesis is that response rates are steadily trending towards zero. Who will prospects respond to when there is so much inbox noise? 1. Someone they know and trust 2. If it’s the perfect message at the perfect time Said differently, if I were to send an email or LinkedIn message to a regular engager in my audience, they will probably respond. If someone on my team were to email that person, the response rate would be much lower. Here’s the magic of the influencer’s profile doing the outreach: The influencer can book the meeting, but they don't have to take the call. These profiles are more than just marketing machines. They are scalable sales machines. Outreach for us means: - Pushing our site visitors to a Clay table - Filtering for ICP - Sending an AI email through Smartlead Which converts at 11%. Outreach for you might mean: - Filter to ICP - Connect on LI - Add to email flow - Make a warm call However you book outbound demos, just do the same thing. *Post continued in comments 👇
I’ve followed this debate. People (including Mark) get their feathers ruffled because: 1) In the end, it’s a new name for an old model of marketing. 2) Rb2b didn’t invent person-level website identification, even though you claim to have invented it. It makes sense to use the size of your brand to claim these things as your own, though. That’s just good business, even if others find it disingenuous. In the end, I think it will come down to whether your product remains the best on the market. You’re building a lot of brand recognition but not much goodwill. If the product stays good, then people will use it, and you’ll be very successful. If the product falters, then people will go to its replacement, and there won’t be much loyalty. That’s my take. Personally, I hope you’re successful. I love a good startup success story, and you’re following a playbook that I’ve been advocating since 2020/2021. And for now, Rb2b is installed at almost all of my clients, and I recommend that everyone uses it alongside other website ID and signals providers. So despite understanding both sides and the critics, I’m hoping you win.
We've had the model for a while, but we do: 1) content (founder-led) short-form content; this is where we stay top of mind, get known/discovered and bait people into our long-form marketing funnels 2) people comment/visit our site 3) we DM those people - social selling and (invite to our free course/community/event) 4) marketing funnel course, event, and community; this is where we build trust & demand 5) those in-market pop into our sales pipeline It drives us 350 MQLS monthly. Which then turn into 35-40 SQLs (about 10%). People overcomplicate this and don't have the patience to see it through. Our MQLs take about 3-6 months to turn into SQLs, but we don't care because it's all automated or done at a 1:MANY level. Simple and repeatable system.
I'm with the "haters"....Not to say the motion isn't a decent vibe (although I haven't been able to hook a meeting from my RB2B freemium account yet. (with quality LI, email and even phone based follow up). Its just the name doesn't make logical sense? Also, if this is your only GTM motion, what do you for the 70% of site visitors you can't ID at the contact level?
How about we call it “execfluencer marketing”? Elon Musk, Steven Bartlett, Gymshark’s Ben Francis and many other super successful entrepreneurs used social media to propel their brands. It’s undeniably powerful. The only reason I know RB2B brand is because of Adam Robinson’s videos on LinkedIn. It just works. Same as signal based marketing works. Combine those two together and you’ve got yourself a pretty decent lead machine.
Couldn't we just use ZoomInfo's CoPilot product that does all this already? Using Clay + Apollo API credits is just a different way of doing what ZoomInfo already does well. And they already track individuals coming to your website (not just the account). What am I missing Adam Robinson?
Let the haters hate. You are an inspiration and you are exactly right. Any of us would reply to your email 100% of the time. Keep it up. Even if it isn’t novel execution is all that matters. You got both. Thank you for all you do.
Matt Lakajev 🚀 similar to what we are learning at Unlock AI ?
I think you should be led in an outbound fashion about how your inbound led motions lead to outbound opportunities
Adam, we started using your product last week. I find it very slick and useful, but we have people booking demos through our website site who do not register on rb2b. I’ve created profiles that also don’t register when visiting our site. What exactly triggers a visitor to be marked?
CEO @ Retention.com & RB2B | Person-Level Website Visitor Identity | Push LinkedIn Profiles to Slack in Real-Time, 100% Free!
1mo📌 POST CONTINUED ADDED BONUS: We created a freemium model at RB2B in a category where that was previously considered impossible because of data costs. The product is both better (person-level instead of company-level) and free (instead of hundreds up to 10’s of thousands of dollars per month), so the offer on its own has virality to it. That virality drives more site visits, which creates more opportunities for outreach. This isn’t an imperative part of Inbound-Led Outbound, but it is in the spirit of driving site visits to trigger outreach. TAKEAWAY Is Inbound-Led Marketing just MARKETING? Each individual part of it is. But, when you combine something as specific as: - Influencer-Led GTM w/ TL ads, which - Drive site visits, where - Person-Level ID is captured, which - Triggers outreach - FROM THE INFLUENCER’S PROFILE The combination of all of that ISN’T just marketing. It’s something new. It’s Inbdound-Led Outbound.