Account-Based Marketing (ABM) is the queen bee of marketing with today’s contenders. ABM is different from conventional methods of marketing and is focused on personalized and pinpoint targeting. It inverts the marketing funnel and lets companies focus on valuable accounts rather than general audiences.
Now why has Account Based Marketing become so vital in today’s digital marketing ecosystem? Because it works. In a study conducted by ITSMA, 87% of marketers said that ABM generates a higher ROI than any other marketing strategy. ABM has changed (for the better) the way we go to market with companies that want to tighten up their marketing and sales alignment and targeting/nurturing for accounts.
But where does a successful strategy like this scale for businesses? And that’s where HubSpot comes in. This post will break down how HubSpot supports ABM strategies and provide a real-life example illustrating those benefits.
What is ABM or Account-Based Marketing?
Account-Based Marketing is a growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts. Instead of casting a broad net, ABM targets the accounts that are the best fit for your ideal customer profile.
Key Benefits of ABM:
- Better ROI: Funds are invested in the relevant, qualified high value accounts, providing a better ROI.
- More closely aligned Sales and Marketing: By having Sales and Marketing aligned on the same goals, the two teams communicate with each other more effectively.
- Customized Customer Journeys: Individualized experiences create trust and spur sales cycle.
- Better Lead Quality: ABM provides highly targeted leads with greater intent, increasing your lead-to-sale ratio.
How HubSpot Helps With ABM Practices
If you are doing some research into ABM frameworks you have no doubt come across HubSpot. HubSpot offers a complete toolset for companies looking to easily create successful ABM campaigns.
ABM empowering features in HubSpot
HubSpot has created a collection of dedicated tools to enable marketers and sales to effectively execute an ABM strategy.
- Account Targeting & Custom Lists: With account criteria filters such as company size, industry, and engagement metrics, HubSpot enables its user to pinpoint high-value accounts.
- Contact Management & Segmentation: You can create contacts lists based on company for targeting specific audience.
- Personalization Workflows: Personalize follow-up and messaging to each of your targeted accounts.
- HubSpot CRM: Integrated systems make it easier to collaborate between marketing and sales.
- Reporting and Analysis: HubSpot offers extensive reports into account engagement, lead progression, and campaign performance.
In short, HubSpot streamlines the process of building, tracking, and measuring incredibly effective ABM campaigns. And now we can see an instance of this in a concrete case.
Case Study: HubSpot ABM in the Wild
At the marketing platform company, Hubspot, their Head of Account-Based Marketing, Patricia Niehaus, was struggling to identify a way to implement an ABM approach that would work for her team.
The Company and Its Challenge
The scenario: Let us introduce you to “Insight Tech,” a mid-size B2B SaaS company that’s hoping to sell into enterprises. Insight Tech had concentrated on healthcare solutions, but it was struggling to penetrate the large hospital systems and health networks.
Goal:
Insight Tech was looking to obtain high-quality leads, get the attention of enterprise customers, and boost sales conversion.
How HubSpot Tools Were Used
HubSpot’s Account-Based Marketing capabilities became the foundational solution for InsightTech’s approach.
Identifying Target Accounts:
Insight Tech leveraged HubSpot’s custom contact management features and firmographic data to identify enterprise accounts that matched their ideal customer profile.
Customizing the Experience:
HubSpot’s email marketing and workflows made it easy for the team to put together personalized campaigns for every account, complete with tailored email sequences written in healthcare-focused words.
Sales-Market Alignment:
The marketing team was able to leverage HubSpot’s integrated CRM in order to pass insights along to sales when it came to strategic accounts – like engagement metrics such as email campaign interactions, website views, and content downloads.
Multichannel Approach:
InsightTech utilized HubSpot’s social media capabilities to reach enterprise accounts online and warm leads with LinkedIn ads and content designed for decision makers.
Iteration Reporting:
Insight Tech tracked performance through HubSpot’s dashboards and analytics, revising tactics as necessary to increase engagement.
Results
The HubSpot ABM setup was a game changer for Insight Tech.
Key Metrics Achieved:
- Lead Quality Improvement: Number of quality leads increased 45% over the old marketing strategy.
- Increased Conversion Rates: Conversion rates increased from 12%-28% through personalized campaigns and accurate targeting.
- Reduced Sales Cycle: Through harmonized sales and marketing motions, Insight Tech closed deals 30% faster than before.
- Revenue increase: After their first 12 months of implementing ABM, they increased revenue from enterprise clients by an impressive 60%.
This case study is a great example of how implementing an effective ABM strategy, and using HubSpot’s set of powerful tools, can enable a business to succeed on a narrow, targeted frontier.
Why HubSpot is Ideal for ABM
For companies that are exploring Account-Based Marketing, HubSpot is a flexible, user-friendly tool that can grow with your business. Its robust package of marketing automation, CRM functions and ABM capabilities makes putting the once-complex strategy into practice easy. HubSpot empowers even small teams to run ABM campaigns at the enterprise level.
Take the Next Step
ABM is no longer a nice-to-have for companies that are looking to grow — it is a must-have. With HubSpot, adopting an ABM approach is easy, efficient, and trackable.
Why wait? Begin learning more about how HubSpot can help meet your ABM objectives today by taking it for a spin here.
Get the most out of your most valuable accounts with HubSpot’s ABM tools. Your journey to transformation begins now.
