Account Based Marketing can be a lucrative technique to apply within your sales strategy - get tips on how to plan and execute ABM using HubSpot with these slides from Spitfire Inbound.

1. Account Based Marketing
Bristol HUG - 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 is ABM?
2. Who is a good fit ?
3. How to execute ABM ?
4. HubSpot Demo
5. Questions
Agenda

4. What is ABM?

5. What is Account Based 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 compliment your Inbound efforts

8. Inbound drives
the flywheel
ABM is the turbo
boost

9. Who is a good fit ?

10. Companies that benefit from 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 value deals 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 execute ABM ?

13. FOCUS

14. WHAT
DO
THEY
NEED?
WHY
DO
THEY
NEED IT?

15. Research tools
● Existing clients - goog fit
● SEO
● Hubspot database
● Google Trends
● Sales FAQ’s
●

16. Ongoing ABM Strategy
Define list 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

17. HubSpot ABM Tools

18. Build a team
Build a team of at least 1 marketer
and 1 sales person
● Set up permission
● Get familiar with ABM specific properties

19. Identify Target Accounts
Automation and 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 Account Plan
Create personalized marketing and
sales assets
● Use list and smart content

21. Attract Key Stakeholders
Attract the attention of key
stakeholders at target accounts
with personalization at scale
● ABM Lists + Ads
● App Partner Integrations

22. Platform - ecosystem.hubspot.com
https://ecosystem.hubspot.com/marketplace/apps/abm

23. App Partners for Additional 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
Account Overview 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

25. Product features

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

28. Questions ?

29. The Ultimate Guide to Account-Based Marketing (ABM)
Launch Deck: HubSpot Account Based Marketing Campaign
OrgChartHub & GeoMapper Sign-up Link
Attribution reporting
Resources