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Bristol HubSpot User Group | Account Based Marketing & How To Win The Deals You Want
The document outlines the concept of account-based marketing (ABM) as a focused growth strategy that requires sales and marketing collaboration to attract high-value accounts. It describes who benefits from ABM, including companies selling high-value B2B products and those engaging multi-person buying committees, emphasizing the need for personalized content. The execution of ABM involves setting clear targets, leveraging research tools, creating tailored marketing campaigns, and utilizing HubSpot's various features to manage and optimize the strategy.
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Bristol HubSpot User Group | Account Based Marketing & How To Win The Deals You Want
- 1. Account Based Marketing BristolHUG - December 2020 What it is, Who is a good fit and how to roll it out
- 2. Hi, I’m Darren ●Agency Owner for 20+ Years ● Hubspot partner for 5 years ● Always looking to improve
- 3. 1. What isABM? 2. Who is a good fit ? 3. How to execute ABM ? 4. HubSpot Demo 5. Questions Agenda
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- 5. What is AccountBased Marketing? “Account-based Marketing (ABM) is a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.”
- 6. Lead Gen &ABM LEAD GENERATION Fishing with nets ACCOUNT BASED MARKETING Fishing with spears Attract visitors Generate interest Nurture leads Conversion Select accounts Identify decision makers Connect and nurture Account conversion
- 7. ABM should complimentyour Inbound efforts
- 8. Inbound drives the flywheel ABMis the turbo boost
- 9. Who is agood fit ?
- 10. Companies that benefitfrom ABM: Sell High value B2B products or services Finite number of target companies Often sell to multi-person buying committee Retain and upsell
- 11. Selling high valuedeals is hard. High volume deals High value deals Low risk to buyer and seller High risk to buyer and seller Short transactional sales process Long considered sales process Massive TAM by number of buyers Tiny TAM by number of buyers Single buyer Multi-person buying committee Little to no human interaction Human-intensive, relationship-based Generalist content Highly personalized content Marketing hands off to sales Marketing and sales work in lock-step Avg. of 6.8 people
- 12. How to executeABM ?
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- 15. Research tools ● Existingclients - goog fit ● SEO ● Hubspot database ● Google Trends ● Sales FAQ’s ●
- 16. Ongoing ABM Strategy Definelist of key accounts to target each quarter Plan Map out key accounts and identify key individuals within these organisations in HubSpot Identify Define tactics to connect with key prospects within target accounts (video prospecting, outreach via phone, etc.) Deliver Support B2B sales team in securing appointments with key individuals within target organisations Drive Develop creative concept and marketing material for the campaign Develope Develop an account-based marketing (ABM) strategy to secure appointments with decision makers within key accounts from our chosen industry verticals Ongoing: Measure & Iterate Continually monitor KPIs through entire strategy
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- 18. Build a team Builda team of at least 1 marketer and 1 sales person ● Set up permission ● Get familiar with ABM specific properties
- 19. Identify Target Accounts Automationand intelligence to help you manage and prioritize target accounts and buyers ICP Workflow Template ● AI-Powered Account Recommendations ● Prospects ● Company scoring ● Sales - Marketing alignment workshop
- 20. Create an AccountPlan Create personalized marketing and sales assets ● Use list and smart content
- 21. Attract Key Stakeholders Attractthe attention of key stakeholders at target accounts with personalization at scale ● ABM Lists + Ads ● App Partner Integrations
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- 23. App Partners forAdditional Features ABM Feature Omission App Partners Gifting / Direct mail Advanced ad targeting Email signatures Org Chart Visualization Company and Contact Enrichment As important as the features we’ve built are the features we’ve chosen not to build. In these areas, we will lean on our rich ecosystem of app and strategic partners to serve our customers’ needs.
- 24. Engage Key Stakeholders AccountOverview for all company records powering your outreach for maximum engagement ● Activity Overview ● Contact Overview ● Internal Stakeholders Overview ● Deal Overview ● Site Visits Overview ● ABM Playbook Template
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- 26. Marketing Hub Features New ●Ads - Company targeting Existing ● Forms ● Smart content ● Landing pages ● Campaigns ● Email ● Bots ● Automation Shared (Marketing or Sales Hub) ● Company Lists ● Company Scoring ● Default ABM Properties ● Target Accounts Home ● AI-powered Target Account Recs ● Slack for Account Based Collaboration ● ABM in Dashboard Library ● Enhanced Salesforce Sync
- 27. Sales Hub Features New ●Account Overview* Existing ● Sequences* ● Documents* ● Quotes ● HubSpot Video* ● Tasks* ● Meetings* Shared (Marketing or Sales Hub) ● Company Lists ● Company Scoring ● Default ABM Properties ● Target Accounts Home ● AI-powered Target Account Recs ● Slack for Account Based Collaboration ● ABM in Dashboard Library ● Enhanced Salesforce Integration * Paid Sales Hub seats only
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- 29. The Ultimate Guideto Account-Based Marketing (ABM) Launch Deck: HubSpot Account Based Marketing Campaign OrgChartHub & GeoMapper Sign-up Link Attribution reporting Resources