ABM that does not overwhelm: How to do it in HubSpot Account-Based Marketing gets a lot of hype... but is it right for you? How can you design a small-scale test without much investment to determine if it is a fit for your organization? Join us for the May HUG to find out.

1. ABM that does
not overwhelm
How to do it in HubSpot
May 26, 2021 I 11:00 PST

2. What was your greatest
accomplishment before
age 18?

3. Meet the Speakers
Christina Reyes
SVP Strategy
MTR Marketing
Lital Barkan
CEO
MTR Marketing

4. Today’s Agenda
1. What ABM is (and what it is not)
2. How to determine whether it is a fit for your organization (without
dropping all the other balls you are juggling)
3. Customer Case Studies
4. The differences between 1 to 1; 1 to few; and 1 to many ABM
5. HubSpot’s ABM Tools
6. How to design a small-scale test (without falling into the rabbit hole)
7. How to scale up when you are ready
8. Q&A

5. What do we mean
when we say ABM?

6. Account-based marketing is a growth strategy
in which marketing and sales work together
to create personalized experiences
for a select set of high value companies.

7. Companies that should consider ABM:
Sell high value B2B products or services
To a finite number of companies
Who (often) have a multi-person buying
committee
That requires high-touch multi-channel buying
process

8. Customer Case
Studies

9. #1: Rex-Cut Learns While Educating
41
HubSpot
(Lists, Target Accounts)
Email
(Marketing, Sales)
Blog Posts
Direct Mail
(Samples, Swag)
20%
Deals
Target Accounts: Tools Used: Key Metrics:

10. #2: AskCody grows 12% during pandemic
2
months
Optimized ads
Email sequences
Tagging accounts and
buying roles
Vertical-focused
landing page
Length of Test: Tools Used:
12%
Within only 2 months,
12% of company
revenue came from
ABM initiatives
Key Metrics:

11. 50
Marketing Director
Sales Director
Customer Success Director
Content Manager
291%
Increase in revenue
Target Accounts: Stakeholders: Key Metrics:
#3: TalentClue enters a new market with ABM

12. 1:1
Strategic ABM
1:Few
ABM Lite
1:Many
Programmatic
ABM
Delivers bespoke content
and messaging directly
to individual target
accounts, treating each
account as a market of
one.
Personalizing
engagement for a small
group of relevant target
accounts that share
similarities in challenges,
needs, and
firmographics.
Leveraging technology to
tailor marketing
campaigns for specific
named accounts
at scale.
● Customized
Content
● Tailored Online
Experience
● Targeted
Promotions and
Deals
● Scalable and
more efficient
● Customization
based on what
unites them
● Shift strategy
from individual
leads to accounts
● Emerging
technologies
Types of ABM

13. ABM Foundations
in HubSpot

14. How to do ABM in HubSpot
Step 1:
Build a Team
Step 2:
Identify
Accounts
Step 3:
Create
Account Plan
Step 4:
Attract
Stakeholders
Step 5:
Forge
Relationship
Build a team of
at least 1
marketer and 1
salesperson
Align between
sales and
marketing on
goals, content,
and channels
Share
personalized
content across
channels
Build and
manage
relationships
with buyers over
time
Identify set list of
high value
companies to
pursue
Ongoing: Measure & Iterate
Continually monitor KPIs through entire strategy

15. Start Small and Scale

16. Measure Progress of ABM
Quantify and coordinate your ABM
efforts through effective reporting
● ABM Dashboard
● Target Accounts Dashboard Library
● Target Accounts Reports Library
● Target Account Recommendations
● Target Accounts Home
● Account Overview

17. HubSpot SWAG!
HubSpot SWAG is coming soon
Register at
mtrmarketing.com/abm-hug-hubspot-swag
When you are done, let us know if there are
any topics you would like us to focus on next
time.
Video | The new Operations Hub | Chatbots | Growth-Driven Design |
Custom Objects | Paid Ads | SEO | Auditing HubSpot portals |

18. What We Learned Today
1. What ABM is
2. How to determine whether it is a fit for your organization
3. Customer Case Studies: RexCut, AskCody, TalentClue
4. The differences between 1 to 1; 1 to few; and 1 to many ABM
5. HubSpot’s ABM Tools
6. How to design a small-scale test
7. How to scale up when you are ready

19. WDYT?
● HubSpot 75 HUGS in 5 Days Promotion
● Get your SWAG:
● Feedback survey:
https://survey.hsforms.com/1vD7UEx3fTRiBHwSfupXguwz7et

20. Q&A

21. Stay in Touch
Lital Barkan
lital@mtrmarketing.com
Christina Reyes
christinareyes@mtrmarketing.com
Michael Emory
memory@mtrmarketing.com