Table of Contents
The way buyers move through your funnel has changed.
This playbook shows you how to keep up and win.
Most companies split their go-to-market strategy into two parts:
- Inbound: Ads, SEO, blogs. Wait for leads to show up.
- Outbound: Cold emails, DMs, cold calling. Chase them down.
The problem?
- These teams don’t talk to each other
- The CRM is messy
- Attribution is a guess
- Your growth engine leaks at every step
Allbound marketing fixes this by connecting inbound and outbound. It uses real buyer behavior to guide who you reach out to, what you say, and when you say it.
This playbook walks through the frameworks, tools, and systems that make it work, and why they drive better results.
What Is Allbound Marketing?
Allbound marketing is the mix of inbound and outbound strategies working together, not in silos.
Inbound brings people to you. It’s the SEO, social media, and creating content that generate interest. Outbound reaches out. It’s the cold emails, calls, and messages that try to start a conversation.
In most companies, these motions run separately. Inbound doesn’t know what outbound is doing. Outbound ignores what inbound is learning. And your CRM ends up with disconnected notes, outdated info, and leads slipping through the cracks.
Allbound solves this by connecting the dots. It uses real-time intent signals to power both sides of the funnel. When someone visits your site, clicks an ad, or engages with your brand in any way, it shows interest in your product or service, and that moment attracts potential customers if you act fast.
This matters more than ever. 95% of the buyer journey now occurs without direct interaction with vendors, so if you’re not meeting prospects across multiple touchpoints, you’re invisible when it counts.
It’s not just a strategy for marketing. It’s a way to run your entire GTM motion with speed, precision, and alignment.
The Old Way vs. the Allbound Way
In the old way, marketing teams relied on gated PDFs, vanity metrics, and best guesses. Sales teams sent cold emails to outdated lists, hoping someone replied. The CRM became a cluttered database no one trusted.
The Allbound way is different.
You act on real behavior. You reach out when buyers are active. You stop waiting for handraisers and start engaging based on signals.
Want your strategy built for this new era? Let us run your Allbound Marketing motion from day one. 👇
That’s why 84% of marketers are shifting away from purely inbound marketing. They’re adopting Allbound strategies that bring inbound and outbound together to meet buyers where they are.
Your CRM tells a full story, so every touchpoint makes sense. And everyone, from marketing to sales to RevOps, is aligned around revenue, not random tactics.
Framework 1: Website Intent Signals
Most companies wait for someone to fill out a form before they follow up. But today, buyers do a lot of research before they’re ready to talk, and if you’re only engaging with handraisers, you’re missing a big chunk of potential pipeline.
This framework helps you change that. Instead of waiting, you act on signals. Specifically, you identify and reach out to anonymous website visitors as soon as they show interest.
How It Works
- Track anonymous traffic
Use tools like RB2B and Vector to see which companies are visiting your site, even if they never fill out a form. - Enrich the data
Push that company data into Clay, where you can add useful details like decision-maker names, job titles, and contact information. - Filter by your ideal customer profile (ICP)
Focus only on the visitors that actually matter. Clay helps you narrow it down by industry, team size, geography, and other ICP filters. - Trigger personalized outreach
When someone meets your criteria, Smartlead sends tailored outbound messages. These can reference specific pages they viewed or topics they were interested in. - Log everything in your CRM
OutboundSync connects it all back to HubSpot. Every activity, email, and engagement is tied to the contact and company record, so you always know what’s happening.
Want more from Clay? Check out our webinar with them on real-world GTM workflows, best practices for CRM integration and attribution reporting 👇
Why It Works
Most site visitors never fill out a form, but that doesn’t mean they aren’t interested. This framework lets you surface that interest early, act on it fast, and get ahead of the competition.
Instead of hoping someone comes back later, you meet them where they are, when they’re already thinking about a solution like yours.
And because all the outreach is tracked in HubSpot, your marketing, sales, and RevOps teams can all see exactly how a lead entered the funnel and what happened next.
Framework 2: Acting on Buyer Behavior (Beyond Your Website)
Not all buying signals happen on your website. People are clicking on your emails, joining your Slack group, reacting to posts, or even using your product.
This framework helps you catch those signals and follow up at the right time. You’re not waiting for someone to fill out a form, you’re reaching out based on what they’re already doing.
How It Works
- Watch for buyer activity
Tools like Common Room show you what people are doing across your channels, such as community chats, product usage, or LinkedIn engagement. - Figure out who they are
Send that data into Clay. It helps you match those actions to real people, with details like name, job title, and email. - Focus on your ideal customers
Use filters in Clay to zero in on the contacts that fit your target profile so you’re only following up with the right people. - Send timely, personalized outreach
Smartlead launches a message that’s actually relevant. For example: “Saw you commented on our launch post, curious what caught your eye?” No cold pitch. Just real context. - Keep everything synced in HubSpot
OutboundSync sends all activity into HubSpot. Everyone can see what happened and when. No guessing, no scattered notes.
Why It Works
When someone shows interest, even outside your website, it’s a great time to reach out. This framework helps you do that with context and care.
Instead of blasting cold emails, you’re starting conversations based on real actions. And because everything is tracked in your CRM, marketing and sales stay on the same page. And you’re delivering what today’s buyers expect. 87% of B2B buyers want personalized experiences during their journey, which Allbound enables by using enriched, real-time data to tailor every interaction.
Framework 3: Follow Up When Ads Actually Work
Running ads is easy. Knowing what to do when someone clicks? That’s harder.
This framework helps you turn ad engagement into real conversations. Instead of crossing your fingers after someone sees or clicks your ad, you use that moment to launch relevant outreach….fast.
How It Works
- Start with a target account list
Build a list of high-fit companies in Clay based on industry, size, role, or any filters that define your ideal customer. - Sync that list to LinkedIn Ads
Send the list from Clay to HubSpot, then from HubSpot to LinkedIn. Now your ads are showing up only to the accounts you care about. - See which companies engage with your ads
Use Fibbler to track ad impressions and engagement at the company level—who’s seeing and clicking your ads, and how often. - Find and enrich the right contacts
Send high-engagement companies from Fibbler into Clay. Then, use Clay to identify relevant contacts at those companies and enrich them with details like job titles, emails, and work history for targeted outreach. - Write better outreach with context
Octave helps you write personalized messages that reflect the ad engagement. No generic “Just checking in”, this message actually relates to what they saw. - Send the message with Smartlead
Smartlead delivers the outreach via email, ensuring it lands directly in your buyer’s inbox with the right context and timing. - Track it all in HubSpot
OutboundSync keeps everything connected. Every view, click, and reply is logged in HubSpot, so your team has the full picture.
Why It Works
Most ad campaigns stop at impressions and clicks. This one doesn’t. It treats ad engagement as a starting point, not the finish line.
You’re not waiting for someone to visit your site or fill out a form. You’re using ad signals to start real conversations with the right people at the right time.
And since it’s all synced into HubSpot, you get clean reporting, clear attribution, and total visibility across marketing and sales.
What Makes These Plays Work Behind the Scenes
Each Allbound framework relies on a few core systems working together. Here’s what’s happening in the background of every play:
- ICP Targeting
You only engage the right people. Tools like Clay help filter leads by job title, company size, or industry so your outreach is focused. - Lead Scoring That Combines Inbound and Outbound
Whether someone visits your site or clicks an email, their actions get tracked and scored the same way. - Content Engagement Triggers Outreach
If someone engages with your valuable content, a blog, ad, or email campaign, you follow up automatically. Outreach is always based on behavior, not guesses.
And it works. Inbound marketing is 54% more effective than traditional marketing when it comes to lead gen, but it’s even more powerful when paired with outbound follow-up triggered by real signals.
- Real-Time Signals → Real-Time Action
Tools like Common Room, RB2B, and Fibbler surface buyer intent as it happens so your team reaches out while interest is still high. - Everything Syncs Back to HubSpot
Every click, email, and conversation gets logged in your CRM. You can see what’s working and align marketing, sales, and RevOps around the same data.
New to HubSpot? Start with expert onboarding to build your Allbound system on a solid foundation. 👇
Watch: Here’s how the data routing and enrichment process works behind the scenes to keep your GTM aligned ⬇️
The Results You Can Expect
Allbound isn’t just a new way to run campaigns, it’s a better way to drive results across your entire funnel.
When inbound and outbound are connected, your system gets smarter. You know who to reach out to, when to do it, and what to say. And because everything is based on real signals, not guesswork, you make faster, data-driven decisions and convert more leads.
Here’s what you can expect to see:
- More pipeline from the same effort
You’re not chasing random leads. You’re focused on the people already showing interest and improving your conversion rate while you’re at it. - Faster sales cycles
Conversations start earlier, with more context. That means less back-and-forth and quicker decisions. - Higher-quality outreach
No more generic cold emails. Every message is triggered by something real, like an ad click, a blog view, or a product action. - Better alignment across teams
Marketing, sales, and RevOps all work from the same playbook. Everyone sees the same data and works toward the same goal. - Clear attribution
You’ll know exactly which channels, campaigns, and actions move the needle because you’re finally tracking the key metrics that matter.
Want to dig deeper into the metrics that actually move revenue?
Check out the BowTie Model: How & When to Pull the 4 Levers of Revenue Growth 👇
How to Build Your Allbound Playbook
You’ve seen the frameworks. You understand the system. Now here’s how to actually build it.
1. Audit what you’re doing now
Look at how your inbound and outbound efforts are currently working (or not working). Are they connected? Are they targeting the same people? Is anything being tracked or measured properly?
2. Define your ICP
Before you launch anything, get clear on who you’re trying to reach. Use filters like company size, industry, job title, or region, whatever makes someone a good fit for your product.
3. Set up your core tools
You don’t need a huge stack. Just make sure you have these basics in place:
- HubSpot to track everything
- Clay to enrich and filter leads
- Smartlead to send email outreach
- OutboundSync to connect activity back to HubSpot
Optional but helpful tools:
- RB2B or Vector for identifying site visitors
- Common Room for behavioral signals
- Fibbler for ad engagement tracking
- Octave for writing contextual outbound messages
Not everything connects itself. We’ll integrate your tools so your data flows exactly where you need it. 👇
4. Create your outreach triggers
Decide what actions should trigger outreach.
Examples:
- A company visits your pricing page
- Someone clicks a LinkedIn ad
- A user joins your Slack group
- A lead reads a blog post or downloads a guide
5. Launch your plays
Run the frameworks:
- Website visitors → outreach
- Community behavior → outreach
- Ad engagement → outreach
Use Smartlead to send the messages. Keep it personalized and relevant to the signal that triggered it.
6. Track and refine
Make sure every step is tracked in HubSpot. Review what’s working and what’s not. Adjust your ICP filters, your messaging, or your trigger points as needed.
Ready to Actually Build This?
If your team is juggling disconnected tools, guessing at lead quality, or stuck in a messy CRM that no one trusts, we can help.
We’ll do the heavy lifting:
- Audit your funnel, content, CRM, and ICP
- Set up the right workflows and outreach triggers
- Connect your tools and clean up your data
- Build the plays that turn signals into conversations
Don’t need full-time hires? Our Fractional RevOps team gives you the brains and bandwidth to scale without the headcount. 👇
You bring your goals, we’ll bring the team, the process, and the system that makes Allbound work.
Here's how to get started👇
