The Allbound Approach to B2B Revenue - Evan Dunn, Head of Marketing at ServiceBell

Sales Transformation

Leadium

Social Selling, Daily Sales Tip, Sales, Selling With Video, Sales Mindset, Marketing, Sales Management, Enterprise Selling, Sales Leadership, Founder Led Sales, Sales Tips, Sales Podcast, Business, Collin Mitchell, Founder-led Sales, Sales Prospecting, Management, Outbound Sales, Sales Advice, Sales Training

5 • 2.1K Ratings

🗓️ 10 July 2024

⏱️ 49 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Today’s episode welcomes Evan Dunn, Head of Marketing at ServiceBell - a SaaS platform that enables their users to create first party intent and convert it into pipeline using the best account-based tactics across inbound, outbound, and marketing channels.

In rare cases, an executive that isn’t the CEO or Founder becomes the leading voice in the company they work for. When Evan joined ServiceBell 8 months ago, he quickly realized that their product is in a great position to capture market share from giants like Drift and Qualified.com. Then it became apparent that their platform was both an inbound and outbound solution, which led them to the term “allbound”. Evan saw the opportunity to evangelize this fairly underserved category, so he got to work and became one of those rare individuals that becomes synonymous with the brand and the category.

The concept of an allbound approach isn’t new, but it’s certainly lost on many. Relying on only educating the 97% of buyers who aren’t in the market or only trying to capture the 3% that are ready is a losing strategy, as it doesn’t account for the fact that buyers make decisions based on circumstances that are outside of the go-to-market teams control, which means you should have both your inbound and outbound functions dialed in throughout the year. It’s much less important to figure out the right sequence as it is to stay consistent across all channels.

Tune into the full episode to learn how to build an Allbound approach to revenue!

KEY INSIGHTS:
00:35 Evan’s Sales Transformation
06:55 What makes a good B2B role?
10:42 How Evan chose the Allbound category
12:52 The importance of Demand Generation
18:01 The tech bubble of workaholics
21:47 There’s too much noise in tech
30:02 The right way to use AI in go-to-market
36:42 Utilizing video in your sales process
43:04 How to pick the right channels
44:12 Handling competition in a crowded space

Connect with the guest, Evan Dunn
Connect with the host, Kevin Warner
Check out ServiceBell

Transcript

Click on a timestamp to play from that location

0:25.2	Welcome back to a another episode of the sales transformation podcast. I'm excited that one of my first guests since I've taken over from Colin is somebody I think Evan we've I think known each other since 2021 I think, Evan, we've, I think, known each other since 2021. I think Erewallix days who, I'm pretty sure, are McLaren sponsors right now, so I won't give them too much of a shout out but I think you were leading growth marketing before we might have even gone back to your convoy days when we really first met and obviously
0:32.0	Liedium and Sergei and I met convoy when we were really
0:34.8	doing work with on fleet. But yeah I think that five six years ago when we first got to
0:41.5	know each other and seeing you go from an interesting
0:46.3	trajectory of global freight to global finance to the tech and data side of it now to an all-bound
0:57.6	sales technology even moving into third-party data and a different type of data and a sales technology and
1:05.6	platform and dialer and bringing everything full circle with Service Bell who
1:10.8	a Vegas company in some regard that I've known for a while too, but excited
1:15.8	to have Evan done on this podcast with me today.
1:19.2	Evan, excited, man, great to finally, I think it's been probably two or three years since we've actually had a chance to have a conversation.
1:27.0	Yeah, it's been a while. Thanks for having me Kevin. Yeah, it's funny changing industries a lot.
1:32.0	People love to talk about how different industries are and there's some differences the main one is a competitive noise
1:36.8	But other than that it's all the same except that people think they're different and in that
1:41.2	Thinking our industry is special is the friction, right?
1:44.8	Is that, oh I want someone special isn't that kind of thing, but it's fun you learn a
1:48.1	ton going from industry to industry and I've worked with tons of different industries
1:51.5	when I was a consultant before all that too.
1:54.0	So I can relate to your position where you're working with tons of different kind of companies
1:58.3	and trying to tell like a lot of this stuff is happy pace, we just need to find what works for you and they just don't want to hear that they want to hear
2:07.2	I've done this exactly for your type of company exactly the same size exactly the same ICP.
2:13.6	It's the all the...
2:14.7	One of the things I liked about the sales transformation
	...

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