--- title: INEX HOA Account-Based Marketing Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-30-meeting-with-inex-to-discuss-our-marketing-plan-133992582.md tags: - outbound-sales - abm - hoa - b2b - lead-generation - inex - linkedin - email-outreach - data-enrichment - retargeting layer: 2 client_source: null industry_context: null transferable: true --- # INEX HOA Account-Based Marketing Strategy ## Overview INEX Technologies sells LPR-based access control systems to HOAs, campgrounds, and parking OEMs. Their existing Google Ads account was generating only 20–30 clicks/day with no meaningful conversion tracking, despite $3,835 in spend over 11 months. The core problem: search-based advertising requires buyers to already be looking — a poor fit for a B2B product with long sales cycles and a discrete, identifiable buyer universe. This article documents the ABM strategy proposed by Asymmetric to replace the "big net" search approach with a proactive, relationship-first outbound motion targeting HOA decision-makers. --- ## Why ABM Over Search Ads for This Market INEX's three target segments have very different addressable market sizes: | Segment | Viable Prospects | Search Volume | Sales Motion | |---|---|---|---| | HOA | ~100,000 communities | Moderate | Board/committee decision | | Campgrounds | ~5,000 viable | Very low | Owner-driven | | Parking OEM | ~20 companies | Negligible | Trade show / strategic | HOAs are the only segment with enough volume to justify a search-and-outbound hybrid. But even there, the B2B sales cycle means decision-makers are often thinking about access control problems long before they search for solutions. By the time they search, they may have already shortlisted competitors. **ABM solves this by engaging prospects before they enter the funnel.** --- ## Strategy Components ### 1. HOA Decision-Maker ABM **Data sourcing:** Web-scrape the CAI (Community Associations Institute) member directory to extract names, email addresses, and phone numbers of HOA executive directors and board members. An initial scrape was completed successfully during the discovery meeting, confirming data quality. **Data enrichment:** Run scraped contacts through enrichment tooling to append: - Number of properties managed - Geographic footprint (single vs. multi-state) - Property size estimates **Outreach channels:** - Email sequences targeting executive directors and board members - LinkedIn connection requests and comment engagement to warm leads - Goal: establish INEX as a known, trusted option *before* the prospect begins active research ### 2. Integrator ABM A parallel ABM track targets security and gate operator integrators who spec and install access control equipment. These integrators act as a channel multiplier — winning one integrator relationship can unlock multiple HOA deployments. Target integrator types: - Physical security and access control companies - Gate operator dealer networks - Potentially: ButterflyMX (currently not doing LPR; possible co-sell or referral opportunity) ### 3. Google Ads Optimization (Supporting Role) Rather than abandoning Google Ads, the strategy repositions it as a supporting channel within the broader ABM motion. When ABM outreach drives a prospect to search INEX by name or category, optimized ads ensure INEX captures that intent. Immediate audit scope (free, pending admin access): - Bid strategy review (currently Manual Max CPC; automated strategies previously attempted without success) - Conversion tracking fix — currently tracking any site click as a conversion; should track contact form submissions specifically - Keyword gap analysis and negative keyword review (518 negatives currently maintained) - Competitor analysis (Flock Safety, Verkada, ButterflyMX, Survision, OmniQ, Q-Shield, Inside LPR) See [[clients/inex/google-ads-audit]] for audit findings when available. ### 4. SEO Organic search supports ABM by ensuring that when warmed prospects search for INEX or related terms, the site ranks well. Blog content is currently outperforming landing pages in traffic — an opportunity to align content strategy with HOA buyer intent. ### 5. Retargeting All inbound traffic — whether from email click-throughs, organic search, or paid ads — gets cookied for retargeting. This creates a low-cost re-engagement layer that keeps INEX visible to prospects who visited but didn't convert. --- ## Multi-Channel Engagement Model The strategy is designed so that a single prospect may encounter INEX across several touchpoints before converting: ``` ABM Email → Website Visit → Retargeting Ad → LinkedIn Touch → Organic Search → Contact Form ``` Each touchpoint is low-cost individually; the compounding effect accelerates trust and recall without relying on expensive repeated ad clicks. --- ## Implementation Approach INEX's CEO (Michael Petrov) expressed a clear preference for **incremental progress over large-scale overhauls** — previous attempts at wholesale changes (e.g., switching to Max Conversions bid strategy) produced no measurable improvement. The agreed sequencing: 1. **Immediate:** Google Ads audit (free) — Mark to deliver within 1–2 days of receiving admin access 2. **Near-term:** Review sample CAI HOA data to validate data quality and coverage 3. **Next phase:** Define scope and timeline for ABM campaign launch (HOA track first, integrator track second) 4. **Ongoing:** SEO improvements and retargeting setup in parallel --- ## Key Decisions - **HOA is the primary target market** — campgrounds have too few viable prospects for search to work; parking OEM is handled through trade shows and strategic relationships - **ABM is the recommended primary motion** — search ads alone are insufficient for a B2B product with long sales cycles and committee-driven purchasing - **Start with a free audit** — aligns with INEX's preference for gradual, evidence-based progress before committing to a broader engagement --- ## Action Items - [ ] **Mark:** Send MCC email address to Michael for Google Ads admin invite - [ ] **Mark:** Send sample of CAI HOA scraped data to Michael to demonstrate quality - [ ] **Michael:** Grant Mark temporary admin access to Google Ads account - [ ] **Mark:** Deliver Google Ads audit report within 1–2 days of access --- ## Related - [[clients/inex/_index]] - [[clients/inex/google-ads-audit]] - [[knowledge/outbound-sales/account-based-marketing]] - [[knowledge/b2b-marketing/long-cycle-b2b-strategy]]