How to execute ABM with HubSpot
Learn how to put Account Based Marketing into practice
In this comprehensive guide, you will learn what Account Based Marketing is (and isn't), how to apply ABM to your business, and what tools will help make your campaigns run smoothly.
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How to Execute ABM with HubSpot
Account based marketing (ABM) is a powerful tool in any marketer’s tool belt, especially if your annual contract value (ACV) is high and relative number of opportunities in your market are low.
Because ABM requires tight cooperation between marketing and sales, it is important that all involved have a common understanding of what it is and the tools and techniques needed to ensure ABM success.
What is ABM?
Account-based marketing is a hyper-personalised marketing practice that aligns marketing and sales in the pursuit of selling to target accounts. They do this by building value across a segment of stakeholders who make up a buying committee.
Where and when the practices ABM started can be debated, but we know for sure that the term was first introduced by the IT Services Marketing Association (ITSMA) in 2003, and then a groundbreaking 2004 paper titled Account Based Marketing: The New Frontier.
How HubSpot can help with ABM
The HubSpot CRM platform connects all of the data from your sales and marketing efforts while allowing for robust, customer-centric automation and personalization.
With an ABM campaign powered by HubSpot’s powerful CRM platform, you’re empowered to use data to segment and target your accounts and automation to nurture your buying committee and to hand warm leads over to sales. But that’s not all – check out the following HubSpot features that align with the tenants of successful ABM:
Powerful Integrations for ABM Campaigns
Integrations help you measure your success across a number of analytics platforms. You can look at your data in different ways and ensure all of this information is well-organized in HubSpot so your team can review it at any time. These integrations help you learn more about which of your efforts are working and which ones need to be modified.
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