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Do you have a list or segmented target group that you need to communicate with? Do you have a specialized product or service that applies to a unique industry niche? Then Account-Based Marketing may be right for you.

What is
Account-Based Marketing?

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Rather than launching a broad marketing campaign that attracts thousands in an attempt to nurture only the few that express their interest, ABM targets specific companies in a bid to engage with key decision makers and then build on that relationship to open up new sales opportunities in the future (also known as “land and expand”).

Put simply, account-based marketing takes the traditional marketing funnel and flips it upside down!

account-based marketing funnel

Benefits of Account-Based Marketing

  • It's personalized to your audience.

  • It's easier to see potential return on investment.

  • You spend less time on marketing campaigns that don't yield new business.

  • It shortens the sales cycle.

  • It fortifies your relationship with existing clients.

How It Works:

  • ABM Assessment

    Strategy And Planning

    Account List Segmentation

    Buying Persona Matching

    Customer Journey Mapping

  • Engage

    Inbound Marketing

    Direct Marketing

    Traditional Marketing

  • Land and Expand

    Nurture

    Delight

    Close

    Referral

ALIGN SALES AND MARKETING

Successful ABM starts with solid sales and marketing alignment. As you hone in on your target accounts, you’ll naturally shift to a mindset of quality over quantity. With account-based marketing, it’s less about the number of contacts you have in your database, and more about the quality of those relationships. Every interaction and every experience that you share with those key accounts now has more value. You’re invested in those relationships even before a deal has been opened.

Choosing a CRM that allows you to organize, track, and nurture those relationships across both your sales and marketing team is critical to executing a successful ABM strategy.

IDENTIFY KEY ACCOUNTS

Quality over quantity. With account-based marketing, it’s important to take time to identify your key accounts. True account-based marketing really focuses on creating a handful of hyper-targeted, bespoke campaigns that are crafted for each individual account. Of course, the ability to practice this and still be successful with account-based marketing is going to be largely dependent on your industry. In some cases, it just doesn’t make sense to be that hyper targeted.

If you’re selling a low-price-point, non-enterprise solution those bespoke campaigns aren’t going to work for you. Still, there are ways you can practice account-based marketing. For example, you can target specific industries or segments, developing campaigns that are targeted towards a very specific type of account.

PERSONALIZE YOUR OUTREACH

Creating targeted, personalized marketing campaigns is critical to any account-based marketing strategy. If super customized, bespoke campaigns don’t work for you, there are still simple ways to create personalized content for your key accounts. With account-based marketing, it’s all about building relationships. That means delivering content that’s helpful, specific, and relevant. Risking an important relationship by sending a cold, one-size-fits-all email just isn’t worth it.

WORK YOUR CONTACTS

The last and perhaps most important piece of account-based marketing is working your contacts. With account-based marketing, you tend to work backwards. First, you identify your target accounts. From there, you build a network of contacts within that organization. Every single one of those contacts plays a critical role in the selling process. With account-based marketing, you’re not focused on one single contact at a company, you’re focused on the entire ecosystem of employees who play a role in influencing that decision process.

50 Marketing is now HubSpot Certified:

We deliver inbound marketing services like content creation, SEO,
and marketing automation with HubSpot’s platform.

HubSpot Agency Partner Certified
HubSpot logo

HubSpot Account-Based Marketing Automation

How can HubSpot help you master your Account Based Marketing strategy?

An enriched CRMThe free HubSpot CRM makes it easy to manage your key accounts. Add a single contact, and HubSpot will automatically populate all the information it can find on that contact’s company and connections. What’s more, marketing and sales activities are seamlessly tied to the CRM, so there’s always a clear record of a contact’s history. When every interaction is accounted for, you can ensure that relationships are handled with care. Never over-communicate, and never let anything fall through the cracks.

Hubspot CRM overview screenshot
HubSpot CRM Marketing screenshot

Sales and marketing tools that work together
HubSpot Sales and HubSpot Marketing work together so that you can successfully nurture your key accounts. The sales tools help you send personal 1:1 messages to your biggest advocates, while the marketing tools help you establish your footprint and build credibility in your industry.

ACCOUNT-BASED REPORTING

In HubSpot you can report on the growth of companies over time, track company-level revenue, job titles, engagement levels, and more ---- all at the account level.

HubSpot Account-Based reporting screenshot

Testimonials

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