How to Position & Sell:
HubSpot ABM Tools

Value Proposition

HubSpot's ABM software is an easy-to-use solution that unites and enables teams to run cohesive ABM strategies. Identify and reach the right people at high-value accounts, and provide a personalized buying experience that treats your target accounts like humans.

Why ABM with HubSpot?

With HubSpot ABM, you get an all-on-one platform that makes complex sales processes easier than ever.

  • Define your ideal customer profile (ICP) and identify target accounts. Using HubSpot’s ICP workflow template, spot common traits that can be used to classify companies in your database by how well they match your ideal customer profile.
  • Attract the attention of key stakeholders with personalized ads and nurturing flows. Build audiences for your ABM ad campaigns using HubSpot’s out-of-the-box lists. Create and serve personalized ads to influencers within your target accounts on popular platforms like LinkedIn — right from inside your HubSpot account. 
  • Tailor outreach, turn target accounts into customers, and measure. Company scoring helps them understand and track engagement across their target accounts. And with HubSpot’s account-based sales playbook template, they’ll be fully equipped with best practices for closing big deals efficiently and effectively.

Product Resources

Getting Started with ABM

Account Based Marketing

Account Based Marketing (ABM) is the process of Sales and Marketing working together to close deals at a specific set of Target Accounts. Unlike conventional, volume-based marketing approaches, ABM is more about attracting and engaging the right contacts from each of the Target Accounts that Sales and Marketing selected together.

ABM usually involves relatively resource-intensive lead generation and lead nurturing tactics like…

  • Personalized ad journeys for an account or individual stakeholders
  • Creating custom web content (e.g. Landing Pages, Microsites, Chatflows)
  • Creating custom sales enablement content (e.g. personalized demos, custom pricing documentation, architecture diagrams)
  • High value offerings (e.g., valuable small-scale events, gifting)

How to Do ABM:

  1. Build a team (at least one marketer and one salesperson)
  2. Identify Accounts: identify a set list of high value companies to pursue.
  3. Create Account Plan: Align between sales and marketing on goals, content, and channels.
  4. Attract Contacts: Share personalized content across designated channels.
  5. Forge Relationships: Build relationships with buyers within an account over time.
  6. Measure & Iterate: Continually monitor KPIs (deal creation, buyer role assignment, deal velocity, company engagement score)

Key Features in Marketing Hub

  • Ads - Company targeting
  • Forms
  • Smart content
  • Landing pages
  • Campaigns
  • Email
  • Bots
  • Automation

Shared Across Hubs

  • Company Lists
  • Company Scoring
  • Default ABM Properties
  • Target Accounts Home
  • AI-powered Target Account Recs
  • Slack for Account Based Collaboration
  • ABM in Dashboard Library
  • Enhanced SalesForce Sync

Key Features in Sales Hub

  • Account Overview*
  • LinkedIn Sales Navigator integration*
  • Advanced Sequences*
  • Sequences*
  • Documents
  • Quotes
  • HubSpot Video*
  • Tasks
  • Meetings
  • eSignature

* = Only available with a paid seat in Sales Hub

Inbound & ABM

Inbound marketing and account based marketing are complementary strategies businesses can use to grow better.

Inbound Marketing

Inbound marketing is a growth strategy that relies on content creation and SEO optimization to increase discoverability by individuals and attract more qualified leads.

The goal is to deliver a better buying experience and win more deals.

Teams can exercise both strategies within HubSpot, using many of the same tools. More collaboration, less complication.

ABM

Account-based marketing is a growth strategy that relies on creating customized buying experiences for a select set of high value companies.

The goal is to deliver a better buying experience and win more deals.

Teams can exercise both strategies within HubSpot, using many of the same tools. More collaboration, less complication.

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Customer Fit

Customer Fit

Primarily we're targeting Marketing Managers and Sales Managers:

  • At B2B companies
  • That sell complex products or services with a deal size larger than $10,000
  • With a time to close of 60+ days
  • Who are selling to businesses with more than two stakeholders on the buying committee

Qualifying Questions:

  • Are you selling to B2B businesses?
  • Does your deal size exceed $10,000?
  • Do you have more than a 60 day time to close?
  • Do you need to get buy-in from 3+ stakeholders to close the deal?

Checklist for identifying good fit

How to Demo HubSpot ABM

 

ABM Services

Strategy

  • Goal Setting
  • KPI Development
  • Account Selection
  • SLA's

Content

  • Executive thought leadership
  • Webinars
  • Account-based landing pages and pillar pages

Technology Implementation

  • ABM ad platform selection
  • HubSpot configuration
  • Account based intelligence

Campaign Management

  • Email campaigns
  • Paid digital
  • Event management

How does the pricing work?

HubSpot ABM Software is compiled of features spread across Marketing Hub Professional and Sales Hub Professional. Some are shared in both. Please reference our pricing page for details.

Go-to-Market Strategy

Looking for tips on ABM and HubSpot? Hear from Rich Wood, Managing Director at Six & Flow on his approach.