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How to Utilize HubSpot for Account-Based Marketing


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This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.

Published in: Marketing

How to Utilize HubSpot for Account-Based Marketing

  1. 1. How to Utilize HubSpot for Account-Based Marketing With Brenna Clark & Christina Simms of Marsden Marketing
  2. 2. 2 Brenna Clark is the Marketing Manager, and Christina Simms is a Senior Inbound Marketing Specialist, at Marsden Marketing – a B2B digital marketing agency, and HubSpot Platinum partner. Hello! @MarsdenMktg I @brenna_clark13 I @christinasimms
  3. 3. Getting Started With Account-Based Marketing
  4. 4. 4 Both marketing and sales focus their resources on a targeted set of accounts to deliver strategic, orchestrated campaigns personalized to those accounts. Account-Based Marketing
  5. 5. 5 via
  6. 6. 6  Focuses on marketing at the account level, rather than at the lead level  Flips the traditional funnel  Marketing tactics are targeted to reach specific buyers in specific companies  Goal is to target high-yield accounts that are a good fit for your products and services, and are likely to generate one of the following for your company: o More revenue o Strategic significance What is ABM?
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  8. 8. 8  Better Sales/Marketing alignment  Better ability to measure ROI  Higher overall ROI  More efficient use of resources and less waste  ABM is more personalized, and therefore optimized, resulting in a better customer experience What are the benefits of ABM? ABM’s benefits compared to lead-based marketing:
  9. 9. 9  Although ABM conversion is typically through outbound tactics like paid advertising, inbound marketing and content personalization are key to nurture and close those with intent to buy  Once you have converted your target accounts through the outbound portion of ABM efforts, your ABM efforts will shift to targeted buyer/customer journeys:  Segmentation  Customized Content  Nurturing  Personalization The ABM and Inbound Marketing Connection
  10. 10. 10  Companies who have highly defined personas  Companies whose products/services are highly targeted, and only sell to a small market segment  Companies with a dedicated sales team  Companies with smaller teams (not as many resources for traditional inbound marketing/lead generation tactics)  Companies with tightly defined sales goals or are looking to develop their business portfolio Who is ABM right for?
  11. 11. 11  If you are ready to take a more advanced approach to ABM, investing in an ABM tool is key. These tools use digital targeting (IP or cookie-based) to reach specific accounts, and can be used to: o Identify the relevant people (specific titles) at the companies you specify. o Deliver your ads directly to your targeted audience, reaching them through multiple channels. o Provide stats on engagements and interactions at the individual, title, and overall account levels. o Allow you to see what marketing program or effort drove the first interaction with a new lead. o Track reach, impressions, and spend on the campaigns you set.  Most tools can integrate with CRM systems to target accounts already in your database, which is also crucial for staying on top of account activity.  Use additional marketing tools, or your marketing automation platform, if you are just getting started with ABM, or to enhance your ABM tactics. Tools for Executing ABM
  12. 12. How to Integrate HubSpot into Your Account-Based Marketing Process
  13. 13. 13 1. Collaboration and communication across all involved departments and players is critical. Get everyone onboard. 2. Determine the technology stack needed to execute your ABM efforts. 3. Identify your target accounts. Do research including talking to your sales team, combing your CRM, investigating competitors, etc. 4. Know who the decision makers are and develop targeted buyer personas for all stakeholders & decision-makers in the organization. 5. Establish analytics and set goals. Know your baseline levels of engagement. Aim for some quick wins. 6. Plan campaigns and content for your specific personas and define the channels you will use to reach them. 7. Like with any marketing effort, measure, track engagement, and use the data you collect to optimize your program. Laying the Groundwork for ABM
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  15. 15. 15 Prospect Tool
  16. 16. 16 Social Monitoring Tool
  17. 17. 17 ABM Tool
  18. 18. 18 Smart Lists
  19. 19. 19 Content Creation
  20. 20. 20 Progressive Forms
  21. 21. 21 Email Personalization
  22. 22. 22 Email Workflows
  23. 23. 23 Lead Scoring
  24. 24. 24 HubSpot CRM
  25. 25. 25 HubSpot Sales Tools