Account-Based Marketing

...and how HubSpot can help bolster your ABM strategy.

Account-based marketing, or ABM, is a targeted approach to B2B enterprise marketing -- one that involves honing in on key accounts, creating hyper-targeted content and campaigns, and delivering a personalized experience to the companies that matter most .

Where more traditional marketing tactics rely on casting a wide net, nurturing contacts through a wide sales funnel, account-based marketing can be thought of as “fishing with spears”. It’s targeted, it’s calculated, and when executed correctly,  it can be highly effective.

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Getting Started with Account-Based Marketing

So how can you master account-based marketing and put this strategy into practice?

 

Align Sales and Marketing

Successful ABM starts with solid sales and marketing alignment. As you hone in on your target accounts, you’ll naturally shift to a mindset of quality over quantity. With account-based marketing, it’s less about the number of contacts you have in your database, and more about the quality of those relationships. Every interaction and every experience that you share with those key accounts now has more value. You’re invested in those relationships even before a deal has been opened. Choosing a CRM that allows you to organize, track, and nurture those relationships across both your sales and marketing team is critical to executing a successful ABM strategy.

Identify Key Accounts

Quality over quantity. With account-based marketing, it’s important to take time to identify your key accounts. True account-based marketing really focuses on creating a handful of hyper-targeted, bespoke campaigns that are crafted for each individual account. Of course, the ability to practice this and still be successful with account-based marketing is going to be largely dependent on your industry. In some cases, it just doesn’t make sense to be that hyper targeted. If you’re selling a low-price-point, non-enterprise solution those bespoke campaigns aren’t going to work for you. Still, there are ways you can practice account-based marketing. For example, you can target specific industries or segments, developing campaigns that are targeted towards a very specific type of account.

Personalize Your Outreach

Creating targeted, personalized marketing campaigns is critical to any account-based marketing strategy. If super customized, bespoke campaigns don’t work for you, there are still simple ways to create personalized content for your key accounts. With account-based marketing, it’s all about building relationships. That means delivering content that’s helpful, specific, and relevant. Risking an important relationship by sending a cold, one-size-fits-all email just isn’t worth it.

Work Your Contacts

The last and perhaps most important piece of account-based marketing is working your contacts. With account-based marketing, you tend to work backwards. First, you identify your target accounts. From there, you build a network of contacts within that organization. Every single one of those contacts plays a critical role in the selling process. With account-based marketing, you’re not focused on one single contact at a company, you’re focused on the entire ecosystem of employees who play a role in influencing that decision process.

ACCOUNT-BASED MARKETING MEETS INBOUND MARKETING

Working together to win new business

 

Ten years ago, HubSpot was founded on a simple premise: that the traditional marketing playbook of interruptive tactics was broken...

To succeed, businesses needed to shift to a buyer-centric approach, one that’s relevant and helpful, not spammy. The idea of inbound, at its very core, is to create an experience that prioritizes the problems and needs of your customers at every step along the way.

As we’ve grown, the tools have changed, and the company has grown. From 2 MIT students in a dorm room to over 1500 employees across six offices around the world. From zero customers to tens of thousands. From a content management system to a growth stack with all the marketing and sales tools a business needs in order to grow. But, through it all, the concept of inbound has remained exactly the same. We’re striving to create a world that’s helpful, human, and relevant, where businesses put their customers before themselves.

ABM executed poorly can lead marketers astray. But at their very core, ABM and inbound are united by the same single, powerful premise: that marketing should be relevant, resonant, personalized, and buyer-centric.

In the end, a business buying decision comes down to the people that make it. Their needs, their goals, their fears. That said, In a B2B setting, viewing those people through the lens of their company isn’t just logical; it’s necessary. Individuals at a company don’t work in silos. To make each interaction personalized and valuable, their interactions with your business need to be viewed in the context of each other.

With that in mind, the HubSpot tools make taking a company-centric approach simple and straightforward. In the section below, we lay out how the powers of ABM and inbound can harnessed together, for the growth of your business — and your customers’ --- inside the HubSpot growth stack.

MASTERING ACCOUNT-BASED MARKETING WITH HUBSPOT

How can HubSpot help you master your Account Based Marketing strategy?

  1. An enriched CRM

    The free HubSpot CRM makes it easy to manage your key accounts. Add a single contact, and HubSpot will automatically populate all the information it can find on that contact’s company and connections. What’s more, marketing and sales activities are seamlessly tied to the CRM, so there’s always a clear record of a contact’s history. When every interaction is accounted for, you can ensure that relationships are handled with care. Never over-communicate, and never let anything fall through the cracks.

  2. Sales and marketing tools that work together

    HubSpot Sales and HubSpot Marketing work together so that you can successfully nurture your key accounts. The sales tools help you send personal 1:1 messages to your biggest advocates, while the marketing tools help you establish your footprint and build credibility in your industry.

  3. A personalized approach

    HubSpot helps you put relationships first, consistently delivering a personal, human experience. Create website pages, landing pages, emails, and CTAs that adapt to specific accounts and sets of visitors. Using integrations with partners like Perfect Audience you can even extend that personalization to targeted advertising off-site.

  4. Account-based reporting

    In HubSpot you can report on the growth of companies over time, track company-level revenue, job titles, engagement levels, and more ---- all at the account level.

By using HubSpot's tools for our account-based marketing strategy, we’ve been able to align our sales and marketing teams, increase the effectiveness of our marketing messages to our target accounts, offer a more personalized buying experience, and have more visibility into the engagement of our target accounts.

How did AlayaCare use HubSpot for their account-based marketing strategy?