Elevate Your Marketing ROI with Account-Based Marketing (ABM) Using HubSpot 

Elevate Your Marketing ROI with Account-Based Marketing (ABM) Using HubSpot 

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In today’s fast-paced business world, standing out is no longer just an option—it’s a necessity. Businesses must focus on strategies that maximize efficiency and return on investment. Account-Based Marketing (ABM) is a game-changer, allowing companies to target high-value accounts with precision and personalized campaigns. With HubSpot’s powerful, all-in-one tools at your fingertips, you’re not just stepping up your game—you’re rewriting the rulebook. You can implement and optimise ABM strategies, driving remarkable growth and turning ambitious goals into reality. Ready to make waves? Let’s get started!

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The Power of Account-Based Marketing 

ABM isn’t just a new twist on marketing; it’s a full-on revolution. Picture this: instead of casting a wide net, you focus on the key, high-value accounts that really matter. This approach calls for a dynamic partnership between your sales and marketing teams, working hand-in-hand to craft campaigns that resonate deeply with each account’s unique needs and hurdles. The result? Skyrocketed conversion rates and a smarter, more efficient use of your resources. ABM is your ticket to a whole new level of success. HubSpot is offering awesome possibilities when it comes to bringing your ABM strategy to life. Let’s dive into it ;-)

Essential Components of ABM with HubSpot 

1. Identifying High-Value Accounts: 

Leverage HubSpot’s advanced CRM analytics to pinpoint and prioritize accounts based on criteria such as potential revenue and engagement history. 

• Navigate to HubSpot CRM: Log into HubSpot and go to CRM > Companies.

• Set Up Target Accounts: Click on See Target Accounts and then Get Started to activate ABM tools.

• Define Account Criteria: Use HubSpot’s advanced CRM analytics to create custom properties that help you categorize customers. Go to Settings > Properties to define criteria such as potential revenue and engagement history. Use workflows to full custom properties with defined values based on your leads level of engagement. Segment your (potential) customers by using active HubSpot lists.  

2. Personalized Content and Campaigns: 

Craft highly personalized content and campaigns using HubSpot’s marketing automation tools. Each campaign resonates with your target accounts by addressing their specific pain points and goals. 

• In HubSpot’s Marketing Hub, go to Marketing > Email to design personalized email templates. Use personalization tokens to address specific pain points and goals. Or create social media campaigns based on audiences you have identified in the segmented HubSpot lists.
• Set Up Automated Workflows: Navigate to Automation > Workflows to create workflows using the Update company properties based on defined criteria template to automate content delivery and follow-ups based on account interactions.

3. Sales and Marketing Alignment: 

Achieve seamless coordination between sales and marketing teams with HubSpot’s integrated platform, ensuring both teams work towards common objectives and enhance ABM effectiveness. 

• Use Shared Dashboards: Create shared dashboards in Reports > Dashboards to track key metrics and ensure alignment between sales and marketing teams.

• Collaborative Notes: Use Sales > Deals to add internal notes and update deal stages, ensuring transparency and collaboration.

‍4. Multi-Channel Engagement: 

Engage your target accounts across various channels including email, social media, and direct mail. With HubSpot’s comprehensive tracking capabilities, you can maintain a unified engagement strategy. 

•  Social Media Integration: Go to Marketing > Social Media to schedule and track social media posts. Use HubSpot’s social tools to engage target accounts on platforms like LinkedIn and Twitter.

• Direct Mail Tracking: For direct mail, integrate HubSpot with direct mail services like PostGrid to track engagement and responses.

5. Campaign Measurement and Optimization: 

Use HubSpot’s robust analytics to measure ABM campaign success. Track key metrics such as account engagement, pipeline generation, and conversion rates to continuously optimize your strategy. 

• Analyze Campaign Performance: Go to Reports to create and view detailed reports on campaign performance. Track metrics such as account engagement, pipeline generation, and conversion rates.

• A/B Testing: Use HubSpot’s A/B testing feature available in Marketing > Email to test different versions of your emails and landing pages to optimize for better results.

Implementing ABM with HubSpot 

Activate Your ABM Tools:

• Navigate to CRM > Companies and click on See Target Accounts.

• Click Get Started to activate ABM features. Note that only Super Admins and users with Account access permissions can activate these features.

Update Your ABM Properties:

• Contact Properties: Configure properties like Buying Role (e.g., Decision Maker, Budget Holder) in Settings > Properties.

• Company Properties: Set up properties like Target Account and Ideal Customer Profile Tier to categorize and prioritize target accounts.

Develop Detailed Account Profiles: 

• Create and Edit Properties: Go to Contacts > Companies to build and edit in-depth profiles for each target account. Add relevant details about key stakeholders and business objectives.

Tailored Content Creation: 

• Produce content that directly addresses the needs of each account. Go to Content > Landing Pages to create customized landing pages for each account. Tailor content to
  address specific needs and goals.  

Coordinate Efforts: 

• Utilize HubSpot’s Collaboration tools to ensure sales and marketing teams are aligned with strategic guidance and HubSpot’s collaborative tools. Use Marketing > Campaigns to coordinate and manage campaigns between sales and marketing teams.

Launch and Monitor Campaigns: 

• Execute ABM campaigns with oversight and use HubSpot’s analytics to monitor performance, making data-driven adjustments as needed. 

• Execute Campaigns: Go to Marketing > Campaigns to launch your ABM campaigns.

• Monitor Performance: Use Reports to track campaign performance and make data-driven adjustments.

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Working with Target Accounts

View Target Accounts: Access your target accounts in CRM > Companies under Target Accounts Home.

Account Overview: For detailed insights, view the Account Overview in Companies.

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Top ABM Software Solutions Highlighted by Hubspot: 

  HubSpot has highlighted ABM software companies like Terminus, Engagio, and RollWorks as excellent tools for account-based marketing. These platforms enable businesses to focus on engagement, account-specific marketing, and personalized content.  

Conclusion 

ABM offers a focused, efficient approach to marketing, allowing businesses to achieve higher ROI by targeting and engaging high-value accounts. With HubSpot’s powerful tools, you can seamlessly implement ABM strategies that drive growth and improve marketing outcomes.  

At itelligy, we specialize in helping clients harness the full potential of HubSpot to enhance their ABM strategies. From identifying target accounts to creating personalized campaigns and measuring success, our team ensures that your marketing efforts are precisely tailored to achieve the best results. Let us guide you through the transformative power of ABM with HubSpot and see how itelligy can elevate your business to new heights. 

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Other Resources:

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Hubspot ABM  Automation Target accounts  Advertising  Marketing  Software

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