Account-Based Marketing (ABM) flips traditional marketing on its head. Instead of casting a wide net and hoping for the best, ABM focuses on identifying and targeting high-value accounts with tailored campaigns. It’s precise, personalized, and, when done right, incredibly effective.
But scaling and managing ABM campaigns can be a challenge. That’s where HubSpot comes in. With its suite of tools designed for collaboration, personalization, and measurement, HubSpot makes executing a robust ABM strategy not only possible but seamless.
In this post, we’ll dive into the key HubSpot features that can elevate your ABM efforts and share tips for making the most of them.
Why HubSpot is a Great Fit for ABM
ABM thrives on tight alignment between marketing and sales, detailed insights into target accounts, and hyper-personalized outreach. HubSpot’s all-in-one platform provides the tools you need to manage these moving parts, including:
- Account-Based Targeting Tools: For identifying and segmenting key accounts.
- Personalization Features: To create tailored content and outreach.
- Analytics and Reporting: For measuring the success of your campaigns and refining them over time.
Key HubSpot Features for Enhancing Your ABM Strategy
1. Target Account Management
At the heart of any ABM strategy is identifying and managing high-value accounts. HubSpot’s Target Accounts Dashboard allows you to:
- Identify potential accounts using criteria like company size, industry, and revenue.
- Mark key accounts and track them throughout your pipeline.
- Monitor account activity, including page views, form submissions, and email interactions.
Pro Tip: Use custom properties in HubSpot to tag accounts with additional details, such as “ABM Tier” or “Key Stakeholders,” to keep your data organized.
2. Custom Properties and Segmentation
HubSpot’s ability to create custom properties enables you to store specific information about your target accounts and their stakeholders. Combine this with HubSpot’s segmentation tools to create dynamic lists of accounts based on:
- Geography
- Buying stage
- Industry vertical
- Recent interactions
Example Use Case: Create a list of accounts in the “Consideration” stage that have viewed your pricing page in the last 30 days. Use this list to send personalized follow-ups or trigger a retargeting ad campaign.
3. Personalized Email Marketing
ABM thrives on tailored communication. HubSpot’s email marketing tools let you:
- Use smart content to dynamically adjust email content based on recipient data.
- Incorporate personalization tokens for details like recipient name, company name, or industry.
- Create email sequences that align with specific account objectives.
Pro Tip: Build email templates specifically for ABM accounts, focusing on their pain points and how your solution addresses them. Combine this with A/B testing to refine your messaging.
4. Sales and Marketing Alignment
ABM requires seamless collaboration between marketing and sales teams. HubSpot’s shared tools ensure everyone is on the same page:
- Notes and Comments: Add account-specific notes that both teams can access.
- Deal Pipelines: Visualize where each account stands in the buying process.
- Tasks and Notifications: Assign tasks to sales reps for follow-ups and set reminders to keep the process moving.
Pro Tip: Use HubSpot’s workflow automation to notify sales reps when key accounts engage with high-value content, like signing up for a webinar or downloading a case study.
5. ABM-Specific Workflows
HubSpot’s workflows are a game-changer for scaling ABM strategies. Automate repetitive tasks to ensure no account is overlooked.
Example Workflow: Stakeholder Engagement
- Trigger: A decision-maker at a target account downloads an eBook.
- Actions:
- Send a follow-up email tailored to their role.
- Notify the assigned sales rep about the activity.
- Add the contact to a nurturing sequence focused on their specific needs.
6. Multi-Touch Attribution Reporting
Understanding which touchpoints drive conversions is critical in ABM. HubSpot’s attribution reports allow you to:
- Analyze the performance of touchpoints like emails, ads, and meetings.
- Identify which channels and content resonate most with your accounts.
- Adjust your strategy based on data, not guesswork.
Pro Tip: Use HubSpot’s multi-touch attribution model to evaluate the full customer journey and avoid over-crediting any single channel.
7. Integration with ABM Tools
If you’re using specialized ABM tools like Terminus or Demandbase, HubSpot integrates seamlessly to ensure your data flows freely between systems. This lets you combine HubSpot’s automation and CRM capabilities with the advanced targeting and analytics of dedicated ABM platforms.
Best Practices for ABM Success with HubSpot
- Start Small: Focus on a handful of high-value accounts before scaling up your efforts.
- Involve Sales Early: Collaborate with sales reps to identify target accounts and align on goals.
- Refine Over Time: Regularly review your campaigns and make adjustments based on what’s working—and what’s not.
- Measure What Matters: Track metrics like engagement rates, account progression, and deal velocity to evaluate success.
- Use Playbooks: Leverage HubSpot’s playbook feature to create step-by-step guides for engaging with accounts, ensuring consistency across your team.
Final Thoughts: Turning HubSpot into Your ABM Powerhouse
HubSpot offers all the tools you need to execute an effective ABM strategy, from targeting key accounts to measuring campaign success. By leveraging its features strategically, you can create personalized, impactful campaigns that strengthen relationships with your highest-value prospects.
At Brainiac Consulting, we help businesses tailor their HubSpot setup to achieve ABM success. If you’re ready to take your account-based marketing efforts to the next level, let’s work together.
