2025 July - ABM for B2B in Hubspot - Demand Gen HUG.pptx

2025 July - ABM for B2B in Hubspot - Demand Gen HUG.pptx

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  Account-Based Marketing forB2B in Hubspot
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  Let's Connect ❏ linkedin.com/in/egarciavaz ❏boundify.io/demand-gen-studio EMILIO GARCIA Managing Partner, Boundify
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  Let's Connect linkedin.com/in/miranda-jenkins/ MIRANDA JENKINS DemandGeneration Specialist, Boundify
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  Agenda Why ABM forB2B ● When ABM is the right strategy ● Types of ABM Using HubSpot for ABM ● Defining your ICP and firmographics ● Using target accounts, ideal customer profile fields, and company scoring ● Custom properties, workflows, and segmentation strategies Marketing & Sales Alignment Tactics ● Shared dashboards and KPIs ● How to hand off accounts from marketing to sales ● Account-level personalization tips
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  Why ABM forB2B ● Traditional marketing casts a wide net; where ABM narrows the focus to high-value targets ● B2B sales cycles are long and involve multiple stakeholders ● ABM helps: ○ Increase deal velocity ○ Improve ROI ○ Align sales and marketing teams ○ Create personalized buyer journeys When ABM is the Right Strategy Companies using ABM generate 208% more revenue from marketing (source: MarketingProfs)
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  Why ABM forB2B When ABM is the Right Strategy: Is ABM Right for Your Business? ABM is a good fit when: ● You sell high-value products or services ● Your sales cycles are complex and involve multiple decision-makers ● Your team can handle personalized outreach ● You want to prioritize quality over quantity ABM might not be ideal if: ● You have a high volume, low-touch sales model ● You lack clean CRM data or team alignment
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  Why ABM forB2B Types of ABM Title: Choosing the Right Type of ABM ABM (Strategic): ● Fully customized for individual accounts ● Ideal for your top-tier, highest-potential clients Segmented ABM: ● Targeted campaigns for a small group of similar accounts ● Easy to scale and personalize Programmatic ABM: ● Automated and scalable ● Uses personalization at scale based on firmographics
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  Building an ABMFoundation in HubSpot Defining Your Ideal Client Profile Your ICP should include: ● Industry ● Company size ● Revenue ● Geography ● Buying committee structure Align your team on the accounts most likely to convert and stay Use a combination of customer interviews, sales insights, and CRM data to define your ICP
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  Building an ABMFoundation in HubSpot Target Accounts & Company Scoring Focus on the highest-value leads based on who they are and how they engage. ● Tag your high-fit companies using the "Target Account" property or a Buyer Intent target market and intent criteria. ● Set up company scoring using: ○ Firmographic criteria (e.g., size, industry) ○ Engagement data (e.g., sessions, email opens) ● Prioritize accounts with highest scores for outbound campaigns
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  Building an ABMFoundation in HubSpot Designing a Scoring Model in HubSpot 🧬 Fit Score ⚡ Engagement Score Job title, company size, location, industry Email opens, clicks, page views, form submissions, ad engagement CRM and enrichment data Behavioral tracking in HubSpot Example: +10 for “Director” title Example: +5 for “Visited pricing page”
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  Building an ABMFoundation in HubSpot Custom Properties, Workflows & Segmentation Operationalizing ABM with HubSpot Tools ● Create custom properties for roles, deal readiness, or verticals ● Use workflows to: ○ Assign owners ○ Send alerts ○ Move accounts to new lifecycle stages ● Segment accounts for email campaigns, ads, and sales outreach Result: A Scalable ABM program with automation and relevance Trigger: Form submission on ‘Request Demo’ → If Score > 70 → Set Lifecycle Stage = MQL → Assign Contact Owner → Send internal notification to rep → Enroll in follow-up sequence
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  Marketing & SalesAlignment Marketing & Sales Alignment ● Ensure you have shared definitions of ICP, MQL, SQL, and target accounts ● Create a Service Level Agreement (SLA), a formal agreement between sales and marketing teams that outlines specific goals, responsibilities, and metrics to ensure alignment. ● Use shared dashboards for: ○ Account engagement ○ Stage progression ○ Revenue attribution Outcome: Unified go-to-market motion
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  Marketing & SalesAlignment Hand-Off Strategies & Personalization From Marketing to Sales: Seamless Account Handoff ● Use lifecycle stage + behavior triggers to hand off accounts ● Equip sales with: ○ Personalized email templates ○ Account-specific content ○ Engagement history ● Personalize content with: ○ Website (smart content) ○ Email (tokens, dynamic CTAs)
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  Marketing & SalesAlignment Measuring ABM Success Metrics that Matter for ABM ● Account-level engagement (visits, sessions, email activity) ● Deal progression & velocity ● Pipeline influence and attribution ● Win rate Dashboards to build: ● Target account activity ● Deal pipeline by ABM segment ● Revenue influenced by ABM campaigns
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  Tools & Templatesto Get Started ICP definition worksheet Using Target Accounts Company scoring guide HubSpot ABM Software Dem o
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  Platform Walkthrough Interactive sessionwhere participants can follow along with lead scoring in Hubspot. We are here to provide any assistance! ABM for B2B in Hubspot
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  Thank you