The document discusses account-based marketing (ABM) fundamentals and how to implement an ABM strategy using HubSpot. It outlines a 5-step approach to ABM: 1) build a task force, 2) identify target accounts, 3) create account plans, 4) attract contacts, and 5) engage the buying committee. It also provides examples of how to use HubSpot tools to identify target accounts and support an ABM strategy, such as setting a "Target Account" property to track accounts of focus. The document emphasizes that ABM allows for highly personalized experiences for select, high-value accounts when combined with inbound marketing.

1. ABM Fundamentals
with HubSpot
Greenville
HUG

2. Let's Connect
linkedin.com/in/egarciavaz
boundify.io/demand-gen-studio
EMILIO GARCIA
Managing Partner,
Boundify
Greenville
HUG

3. Table of Contents
● Introduction
● 5-step approach to ABM
○ Build a task force
○ Identify accounts
○ Create account plans
○ Attract contacts
○ Engage the buying committee
● Account-based Tools in HubSpot
Greenville
HUG

4. We're about to learn how to
provide highly personalized
care for each of your accounts
following the Inbound
Methodology through an
Account-Based Marketing
strategy, allowing you to
create personalized buying
experiences for a select set of
high value companies.
Hold your seat…
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5. The dynamic duo.
While inbound marketing helps you attract target accounts, ABM accelerates
the flywheel so you can win and delight those accounts with a remarkable
customer experience.
But….. is this strategy for everyone?
Build a strong ABM strategy with inbound foundations.
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6. Keep in mind what you need for an ABM
approach
At least one of the following three must be true of you.
● Your product costs a lot
● You have a finite number of prospects
● You sell to a buying committee

7. 1.-Build a task force
In order to execute ABM well, you'll
need to rethink the way your
marketing and sales teams are
organized.
5-step approach to
ABM
Start small:
1 Marketer
1 Salesperson

8. 2.-Identify target accounts
The members of the task force
need to agree on which accounts
they're targeting and what metrics
they'll use to measure success.
5-step approach to
ABM

9. 3.-Build account plans
Marketing and sales need to work
together to map out the sorts of
people they need to attract and
engage and what content they'll
need in order to do that.
5-step approach to
ABM

10. 4.-Attract contacts
Thanks to your inbound efforts,
you might already have contacts
from your target accounts. If not,
find out where your target contacts
go to learn about solutions like
yours and make sure your
company is well represented there.
5-step approach to
ABM

11. 5.-Engage the buying
committee
As you add contacts, do discovery,
map the buying committee, and
create a deal!
5-step approach to
ABM

12. In this section, we walk through the HubSpot’s features
will support your Account-Based Marketing Strategy
● Account-based Tools in HubSpot
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13. 1. Navigate to contacts
2. Select companies from the drop
down menu.
3. In the company's page, add a
view for the account you want to
target.
4. Select all in the checkbox at the
top and click edit
5. Select the property Target
Account set it to true and click
update.
Identify your target
accounts

15. Thank You!
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Questions?

16. Whether it’s your first time using this product, or you’re
looking to build up your skills around it, we’ve got the
best resources for you to get started.
Education: Help Articles:
● Product page: ABM Software
● Themes: Free Account Planning
Template
Getting Started
● Knowledge Article: Set up account-based marketing in
HubSpot
● Academy: The Ultimate Guide to Account-Based
Marketing (ABM)
● Academy: How to Do ABM with HubSpot's Free Tools
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HUG