This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.

1. How to Utilize HubSpot
for Account-Based
Marketing
With Brenna Clark & Christina
Simms of Marsden Marketing

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Brenna Clark is the Marketing Manager, and Christina Simms is a
Senior Inbound Marketing Specialist, at Marsden Marketing – a B2B
digital marketing agency, and HubSpot Platinum partner.
Hello!
@MarsdenMktg I @brenna_clark13 I @christinasimms

3. Getting Started With
Account-Based
Marketing

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Both marketing and sales focus their resources on a
targeted set of accounts to deliver strategic,
orchestrated campaigns personalized to those
accounts.
Account-Based Marketing

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via engagio.com

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 Focuses on marketing at the account level, rather than at
the lead level
 Flips the traditional funnel
 Marketing tactics are targeted to reach specific buyers in
specific companies
 Goal is to target high-yield accounts that are a good fit for
your products and services, and are likely to generate
one of the following for your company:
o More revenue
o Strategic significance
What is ABM?

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via terminus.com

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 Better Sales/Marketing alignment
 Better ability to measure ROI
 Higher overall ROI
 More efficient use of resources and less waste
 ABM is more personalized, and therefore optimized,
resulting in a better customer experience
What are the benefits of ABM?
ABM’s benefits compared to lead-based marketing:

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 Although ABM conversion is typically through outbound
tactics like paid advertising, inbound marketing and content
personalization are key to nurture and close those with
intent to buy
 Once you have converted your target accounts through the
outbound portion of ABM efforts, your ABM efforts will shift
to targeted buyer/customer journeys:
 Segmentation
 Customized Content
 Nurturing
 Personalization
The ABM and Inbound Marketing
Connection

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 Companies who have highly defined personas
 Companies whose products/services are highly targeted,
and only sell to a small market segment
 Companies with a dedicated sales team
 Companies with smaller teams (not as many resources for
traditional inbound marketing/lead generation tactics)
 Companies with tightly defined sales goals or are looking
to develop their business portfolio
Who is ABM right for?

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 If you are ready to take a more advanced approach to ABM, investing in an ABM
tool is key. These tools use digital targeting (IP or cookie-based) to reach
specific accounts, and can be used to:
o Identify the relevant people (specific titles) at the companies you specify.
o Deliver your ads directly to your targeted audience, reaching them through
multiple channels.
o Provide stats on engagements and interactions at the individual, title, and
overall account levels.
o Allow you to see what marketing program or effort drove the first
interaction with a new lead.
o Track reach, impressions, and spend on the campaigns you set.
 Most tools can integrate with CRM systems to target accounts already in your
database, which is also crucial for staying on top of account activity.
 Use additional marketing tools, or your marketing automation platform, if you
are just getting started with ABM, or to enhance your ABM tactics.
Tools for Executing ABM

12. How to Integrate
HubSpot into Your
Account-Based
Marketing Process

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1. Collaboration and communication across all involved departments and players is critical.
Get everyone onboard.
2. Determine the technology stack needed to execute your ABM efforts.
3. Identify your target accounts. Do research including talking to your sales team, combing
your CRM, investigating competitors, etc.
4. Know who the decision makers are and develop targeted buyer personas for all
stakeholders & decision-makers in the organization.
5. Establish analytics and set goals. Know your baseline levels of engagement. Aim for
some quick wins.
6. Plan campaigns and content for your specific personas and define the channels you will
use to reach them.
7. Like with any marketing effort, measure, track engagement, and use the data you collect
to optimize your program.
Laying the Groundwork for
ABM

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Prospect
Tool

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Social
Monitoring
Tool

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ABM
Tool

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Smart
Lists

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Content
Creation

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Progressive
Forms

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Email
Personalization

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Email
Workflows

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Lead
Scoring

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HubSpot
CRM

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HubSpot
Sales Tools