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

Sales Transformation

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