Introduction

Nearbound selling is the practice of leveraging your existing customer relationships to identify and land net-new revenue opportunities. Unlike outbound ABM, which starts with intent data and prospect lists, nearbound ABM starts with customers you already have and their networks.

Introduction

B2B events (conferences, workshops, user groups, virtual webinars) are high-intent environments. Attendees are in learning mode, surrounded by peers and competitors, and actively evaluating solutions. Events create unique opportunities for relationship-building and deal acceleration.

Introduction

Account-based retargeting bridges the gap between intent detection and conversion. Where traditional retargeting shows ads to anyone who visits your site, account-based retargeting (ABR) re-engages target accounts that have already shown buying signals or entered your funnel. This playbook walks you through setting up a multi-touch ABR campaign that drives qualified pipeline and shortens sales cycles for accounts you’ve already identified as high-value.

Introduction

Land-and-expand is the most efficient path to SaaS growth. You land a small deal with one department or use case, then expand to other departments and use cases as they see the value. A customer might start with $10k annual spend on Sales enablement, then expand to Marketing ($15k), then to Operations ($8k), eventually reaching $100k+ ARR.

Introduction

Channel partners are your extended sales force, but they operate with incomplete information about your target accounts. Many partners lack visibility into which accounts have shown buying intent, who the decision makers are, or where in the buying journey those accounts sit. This creates friction: partners pursue low-fit opportunities while ignoring high-intent accounts in your sweet spot.

ABM for Channel Partners

Introduction

Expansion revenue, also called net revenue retention (NRR), comes from existing customers. The most profitable growth comes from customers you’ve already sold to, have support relationships with, and understand deeply.

Introduction

The dark funnel is the research and discovery happening outside your visible marketing channels. It includes LinkedIn searches, Slack conversations, private Discord communities, internal Slack chats about your company, peer reviews on G2 and Capterra, Quora threads, Reddit discussions, and countless other spaces where prospects evaluate solutions without ever visiting your website.

Nearbound marketing represents a shift in B2B go-to-market strategy. Rather than building all-in-house demand generation, companies orchestrate customers, partners, and channels to reach target accounts. Partner recommendations carry more weight than direct vendor messaging.

Pharmaceutical companies face unique ABM challenges distinct from typical B2B software vendors. Sales cycles stretch 18-24 months minimum. Buying committees include doctors, hospital administrators, procurement, compliance, and IT. Regulatory requirements constrain messaging and channel choice. Industry publications and conferences matter more than LinkedIn for visibility. Geographic concentration in medical hub cities drives regional campaign strategies.

Account-based retargeting targets existing website visitors and sales contacts with advertising, nurturing them toward purchase. Unlike traditional retargeting which targets individual cookies, account-based retargeting identifies company IP addresses and delivers ads to entire accounts.

Government technology companies sell to federal, state, and local government agencies with unique procurement processes, security requirements, and buying timelines. Sales cycles stretch 18-24 months minimum. Buying committees include IT directors, procurement specialists, security officers, and elected officials. GSA schedules and federal compliance requirements constrain deals. Industry conferences and government-specific publications matter more than LinkedIn for visibility.

Biotech companies face unique ABM challenges. Sales cycles stretch 12-18 months. Buying committees include scientists, procurement, regulatory, and finance. Account lists concentrate in specific geographies (Bay Area, San Diego, Boston). Budget cycles align to fiscal years, not calendar quarters.