Account-Based Marketing (ABM) is a growth strategy that relies on marketing and sales working closely together to influence multiple stakeholders for a select set of high-value companies. Our virtual Knoxville HUG event on June 30th focused on the five steps for building and executing an ABM strategy and HubSpot's new tools that support ABM.

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V I R T U A L H U G :
HOW TO USE HUBSPOT’S
NEW ABM FEATURES
# K N O X H U G

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• INTRODUCTIONS
• EDUCATIONAL PRESENTATION
• Q&A + GIFT CARD DRAWING
H U G E V E N T A G E N D A

3. K N O X V I L L E H U G L E A D E R & C O - L E A D E R S
W W W . V I E O D E S I G N . C O M
HOLLY YALOVE
/HOLLYYALOVE
MITCH TRANSUE
/MITCHELL-TRANSUE
JESS JARDIN
/JESSJARDIN

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PRESENTATION COPY: Will be sent to you!
Q3 & Q4 MEETUPS: Will be virtual, dates TBD
CONNECT:
H U G N E W S
@KnoxvilleHUG
#KnoxHUG

5. P R E S E N T A T I O N C O N T E N T C R E D I T S

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V I R T U A L H U G :
HOW TO USE HUBSPOT’S
NEW ABM FEATURES
# K N O X H U G
PRESENTED BY:
HOLLY YALOVE
KNOXVILLE HUG LEADER

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• WHAT IS ABM?
• TYPES OF COMPANIES THAT BENEFIT FROM ABM
• 5 STEPS TO BUILDING AN ABM CAMPAIGN
• HUBSPOT’S NEW ABM TOOLS
• Q&A
• GIFT CARD DRAWING
W H A T W E ’ L L C O V E R

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What is Account-Based
Marketing (ABM)?
A growth strategy in which marketing and sales
work closely together to create personalized
buying experiences for specific stakeholders at
a select set of high-value companies.

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More specifically...
Sales and Marketing collaborate to select
specific Target Accounts and then attract and
engage the right contacts from each of those
accounts.

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

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Inbound & ABM
Inbound and Account-Based
Marketing complement each other!
The common goal: To deliver a better
buying experience and win more
deals.

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Companies that benefit from ABM
ü Selling high-value B2B products or
services
• Deal size typically exceeding
$10,000
• Purchasing your product typically
requires finance department
approval

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ü Finite number of target companies
• Selling to companies in a
specific niche or of a certain size
Companies that benefit from ABM

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ü Sales involve a buying committee
• If you often need to get buy-in
from at least 3 stakeholders to
close a deal
Companies that benefit from ABM

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Major benefits from implementing
an ABM strategy
1) Closing bigger deals
ABM is all about focusing on your biggest
opportunities, so you’ll naturally close
bigger deals.

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2) Better collaboration
ABM transforms marketing and sales from separate
departments to focused, collaborative task forces that
build better buying experiences and drive better results.
Major benefits from implementing
an ABM strategy

17. 3) Improved sales velocity
Not only will your deals increase in size, they'll also close
faster due to your improved focus, better alignment, and
increased competency for handling large deals.
Major benefits from implementing
an ABM strategy

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5 STEPS TO BUILDING AN
ABM CAMPAIGN

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Create a team of at least one
marketer and at least one
salesperson that markets and sells to
an assigned list of target accounts.
1) Start a task force

20. Task force best
practices
• Start Small: One marketer, one salesperson
• As you scale, add salespeople first. One marketer can support
up to 10 salespeople.
• Limit the number of accounts based on the number of
salespeople. One salesperson can support up to 10 accounts.

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The members of the task force need to
agree on which accounts they’re
targeting and what metrics they’ll use
to measure success.
2) Identify target accounts

22. Some ways to identify target
accounts
• Website visits – What high-value accounts are your inbound
channels already attracting?
• Current deals – What open deals would you like to move faster?
• Historical deals – What are the 10 biggest deals you’ve closed
recently? Is there more value you could provide those accounts?
• Identify ICPs and target – What is your Ideal Customer Profile
(ICP)? What companies are a good match that you can target?

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HubSpot has tools to help you find
companies already in your CRM with
specific characteristics…

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…and tools to help you identify target
companies not yet in your database.

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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.
3) Build account plans

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Account plan best practices
• Account plans can be very similar from account to account,
but they shouldn’t be identical.
• Account plans can be short and simple, but must answer two
questions:
1. Who will be on the buying committee?
2. What content do you need for each member of the
buying committee?

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• Decision maker
• Champion
• Budget holder
• Influencer
• End user
• Legal & Compliance
• Blocker
Common buying
committee members

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HubSpot now has ABM
properties for tracking
buying committee
roles!

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Different buying committee members
need different content.

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Design content that will be the most
helpful and enticing to the committee
members at your target accounts.

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Think about what you’ll need from
high-level education all the way
through to close.

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Consider special nurturing
plans for blockers.

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Some content ideas
• Repurposed content from your general
inbound efforts
• Personalized web pages
• Host or sponsor events or webinars
• An audit, report, or evaluation about their
company
• Thoughtful gifts

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HubSpot Lists allow you to
strategically segment your
contacts many ways, including
buying committee roles.

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Find out where your target contacts
go to learn about products or
services like yours and make sure
your company is well-represented
there.
4) Attract contacts

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Some places to attract
contacts
• Attend conferences
• Publish content in industry newsletters
• Leverage review sites
• Work with industry influencers
• Targeted ads or sponsored social
media

37. Watch these metrics
while attracting
contacts:
• Website pageviews and sessions
from target accounts
• Contacts created at target
accounts
• Target contact conversion rates
• Average cost of conversion

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HubSpot has new ABM
dashboards and reports to
help monitor key metrics!

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As you add contacts, do discovery,
map the buying committee, and
create a deal!
5) Engage the buying
committee

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This isn’t just a sales process.
At all stages of your campaign, all
members of the task force should
work together to keep the sale
moving forward.

41. • Target accounts with buyers
When you first create your account
plans, you may not know who any
of the buyers are, but this should
improve as your campaign
progresses.
Use these metrics to
measure your progress:

42. Use these metrics to
measure your progress:
• Number/Type of buyers
As you fill in the members of the
buying committee, you should have
fewer and fewer gaps on each
target account.

43. • Deal creation rate
• Deal velocity (or time in deal
stage)
• Deal close rate
• Initial revenue from target
accounts
Use these metrics to
measure your progress:

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HubSpot has new ABM command
center to help measure your progress!

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REVIEW:
STEPS TO BUILDING AN ABM CAMPAIGN
1. Build a task force
2. Identify target accounts
3. Build your account plans
4. Attract contacts
5. Engage the buying committee

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That’s just the beginning!
After closing the initial deal, delight
the buying committee so they
become champions for future deals!

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USING THE NEW ABM TOOLS IN HUBSPOT
ABM features are available to:
ü Marketing Hub: Professional & Enterprise
ü Sales Hub: Professional & Enterprise

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First Step: Activating your ABM features
1. Go to the main nav bar & click on the
Contacts dropdown
2. Click on Target Accounts
3. Click Get Started button
4. Follow prompts

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Next Step: Identifying
your target accounts
1. Go to the main nav bar &
click on the Contacts
dropdown
2. Then click on Companies

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This is the Companies page

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You can filter your company records
into “views” and save those views using
tabs along the top

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You can create a view to help
identify companies you want to
target for ABM

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This example filter looks for:
ü Industry
ü Size
ü Location
ü Number of website sessions

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Filter options are available here

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Select the filters that are most helpful to
finding your specific targets

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Once you’ve filtered your list of
companies, you mark them all as
target accounts with just a few
clicks!
Use “select-all”

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Then use the Edit function

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Then select the Target Account property

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Click on a company to see the
company record details

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This is a company record

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Target account
information

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You can edit the target
account property
directly from here

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Click for more ABM
information

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Click to edit buying role

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Contacts can have
more than one role
assigned

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View all target accounts
from here

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You can add more target
accounts manually

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You can also find target accounts
using HubSpot’s Recommendations
and Prospects

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Recommendations is powered
by AI and learns over time

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Prospects lists companies that
have visited your website

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Set up ABM reporting
Dashboards here

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Great for marketers

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Great for sales reps

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Great for managers
(sales or marketing)

98. Lists
O T H E R H U B S P O T T O O L S T O L E V E R A G E F O R A B M
Lists segment your contacts
for creating ads audiences,
sending marketing emails, and
customizing smart content on
your website.

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Ads Tools

100. Workflows
• Assign Target
Account Tiers based
on specific criteria
• Tag companies as
Target Accounts
based on specific
factors
• Send internal alerts
based on ABM
activity
• Use for
personalized and
customized
nurturing

101. ABM
Integrations

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T H A N K S F O R A T T E N D I N G !