Identify Target Accounts
With HubSpot, you can set up your ABM strategy with ease, with AI-powered recommendations, saved filters, and pre-built automated workflow templates to identify accounts that fit your ideal customer profile (ICP). You can select and tag accounts in your HubSpot CRM or upload new ones.
Marketo offers similar tools for customers to identify target accounts through AI-driven recommendations and automation. Marketo also has a dedicated module within their ABM add-on for users to determine and create their own ICP models.
Attract Key Accounts
With Marketo, customers can use account lists to target named accounts, by industry, location, or company size. A central dashboard provides data on these accounts. An additional paid add-on, LinkedIn Matched Audiences, allows customers to use an Marketo account list as a LinkedIn audience segment.
In HubSpot, company lists, pre-built campaign templates, and deep integrations with LinkedIn and other ads tools, and a unified target accounts dashboard make it easy to manage your ABM strategy within your CRM. And, with access to the broader suite of marketing tools in HubSpot, options abound for customizing your account marketing plans.
Engage Accounts & Deepen Relationships
With HubSpot, collaboration across teams is seamless. With ABM tools available to both Marketing and Sales teams, you can be confident that your team is delivering a consistent, cohesive buying experience to your highest value accounts. Teams share a unified view of account progress in a target accounts dashboard and can use a native integration to Slack for account-based collaboration, like creating deal-based Slack channels in which account KPIs or notes from HubSpot are automatically shared.
Marketo provides the ability to integrate with your CRM system and other sales tools. However, this means that your sales and marketing teams are operating in different systems and interfaces.
HubSpot offers out-of-the box features, like company scoring, ABM reporting dashboard templates, that make it easy to adopt a robust measurement plan. With the majority of ABM practitioners using their CRM for reporting, HubSpot’s built-in CRM means you can build, manage, and report on your ABM strategies all from the same place.
Marketo’s notable reporting features include an ABM dashboard, weekly sales report, and a named account dimensions tool that allows customers to measure ROI of specific marketing programs.
Total Cost of Ownership
HubSpot’s ABM tools are included in a Marketing Hub Professional or higher subscription; likewise, they are included in a Sales Hub Professional or higher subscription for paid seats. There is no additional cost or subscription required - all you need to do is opt-in to the features in your HubSpot portal.
Marketo requires customers to pay extra for an ABM-specific add-on.