Written by: Hayley Bonnett
Published: 15 December, 2023
If you are a B2B business, you know how challenging it can be to reach and convert your ideal customers. You may have a long and complex sales cycle, multiple decision-makers, and a highly competitive market. That’s why you need a smart and strategic approach to marketing that focuses on the accounts that matter most to your business. That’s where ABM comes in.
ABM stands for account-based marketing, a marketing strategy that treats each account as a market of one. Instead of targeting a broad audience with generic messages, ABM allows you to tailor your marketing efforts to each account's specific needs, challenges, and goals. This way, you can deliver personalized and relevant content, offers, and experiences that resonate with your prospects and customers.
HubSpot Marketing Hub offers powerful ABM tools that can help you identify, target, and engage with your ideal accounts. With HubSpot Marketing Hub, you can:
Once you activate your ABM tools, you cannot deactivate them. However, you can always edit your settings and preferences later.
After you activate your ABM tools, HubSpot will automatically create ABM properties for your contacts and companies. These are fields that help you identify and rank your target accounts and their buying roles.
You can update these properties manually or use workflows to automate the process. Workflows are a feature that allows you to create sequences of actions based on certain triggers and conditions.
For example, you can create a workflow that assigns a value of A to the ideal customer profile tier property for companies that have more than 100 employees, are located in Canada, and have a revenue of more than $10 million.
Once you have your target account list, you need to work with them to build trust, rapport, and engagement. HubSpot’s Target Accounts home can help you with this task.
The Target Accounts home lets you view and manage your target accounts in one place. You can see the status, activity, and engagement of each account, as well as create and complete tasks, notes, and emails. You can also collaborate with your sales team to coordinate your efforts and ensure a seamless customer experience.
The final step in ABM is to measure the effectiveness of your strategy and optimize your campaigns. The reports tool lets you create and view various reports that show you how your target accounts are performing and progressing through your funnel. You can also compare and contrast different segments, channels, and time periods to identify trends and insights.
You can create custom reports to track the metrics that matter most to your business, such as account retention, account expansion, account satisfaction, etc. You can also use dashboards to organize and visualize your reports in one place.
Implementing ABM can be a game-changer for B2B businesses. By tailoring your marketing efforts to each individual account's specific needs, challenges, and goals, you can deliver personalized and relevant content that resonates with your prospects and customers. ABM not only leads to higher ROI and better alignment between marketing and sales teams but also helps improve customer loyalty and build stronger relationships.
To experience the benefits of ABM and take your marketing to the next level, contact us today. Our team of experts can guide you through the process of activating ABM tools in HubSpot, updating your ABM information, targeting accounts, analyzing your ABM performance and much more.
Hayley Bonnett is one of our Canadians working from Calgary, Alberta, a great location for her due to her love of the mountains. She recently graduated with a BBA majoring in marketing and is excited to continue learning and further her education even more.