How to Utilize HubSpot for Account-

Based MarketingWith 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

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:oMore revenueo 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

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 Monitorin

g 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 Personalizatio

n

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EmailWorkflows

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HubSpot CRM

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HubSpot Sales Tools