Marketer’s guide to ABM: Target your ideal accounts with HubSpot
Ever wondered how you can better align your marketing and sales teams to target the accounts of your dreams? We’ll show you how (for free).
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What will be in this guide?
AMB campaigns can be complex, setting up a solid foundation for your campaign is pretty simple if you follow the steps
- Identify your ICP, create your TAL & segment your TAL into tiers- Identify your audience. Who are you targeting? Segmenting a list of prospects
- Plan touchpoints and triggers per tier and/or buying role- Now that you know your target audience, it's time to map out the buyer's journey. This will help you understand how your customers get to your website and buy your products.
- Align sales and marketing on the handoff- Making sure sales and marketing are on the same page when it comes to turning over to the sales process.
- Deploy your complete strategy and schedule ongoing alignment check-ins - Ensure checking your campaign before launch and double-checking segmenting workflows, lead surfacing conditions and assets delivery.
- Iterate and experiment to boost relevance- After launching you need to analyse your performance and optimise your marketing campaign. This will ensure you have met your target and give you a chance to examine the campaign for improvements for next time.
- A complete overview of ABM, including key terminology
- Guidance on setting up the foundation of your ABM campaign, complete with recommended digital tools
- Step-by-step instructions on how to build and run an ABM campaign using the HubSpot CRM platform
What is ABM?
Account-based marketing (ABM) targets specific prospects within your target organisations. This approach makes it much easier to create hyper-personalised content tailored to each prospect's unique needs. It's a powerful tool that should be in every marketer's tool belt.
ABM will benefit your business by syncing marketing and sales to target your customers. The main benefits of ABM are:
Increased ROI
ABM is a more targeted approach to marketing, which means that you are more likely to reach your ideal customers and generate leads that are more likely to convert. This can lead to a significant increase in your ROI.
Improved customer relationships
ABM allows you to build stronger relationships with your target accounts by providing them with more personalised and relevant content and experiences. This can lead to increased customer loyalty and advocacy.
Shorter sales cycles
ABM can help you shorten your sales cycles by identifying your target accounts early and engaging with them in a more meaningful way. This can help you close deals faster and more efficiently.