Free Hubspot Tools To Take Advantage Of
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What if you can sell directly to your best-fit, highest-value accounts as a start of your sales process? No need to waste time in marketing and selling to unqualified leads who aren’t fit for your business.
How efficient would that be? Actually, it is possible – with HubSpot’s account-based marketing platform.
Say what? Yes it is, no kidding! It allows you to promote sustainable business growth, delight customers, and increase revenue.
Account-based marketing (ABM) allows concentration of sales and marketing resources on a precise and clear set of target accounts within a market where you can use personalised campaigns to resonate with each account.
Your team can create personalised buying experiences for a select set of high value companies that meet your ideal customer profile and tiers.
ABM allows you to optimise your most valuable resources – staff and money by streamlining the structuring of your efforts and resources directly to your key accounts so you can drive the most revenue.
Your Marketing and Sales teams can finally share the same tools and data in the same place. This will give both teams the general view of the performance of your target accounts.
HubSpot’s ABM tools allows you to personalise content so you can tailor fit every engagement with your contact person in an account. This is also true for LinkedIn Ads integration, with the new account-level targeting, you’ll be able to target companies by target account status or tiering.
Know the ins and outs of what’s happening to your target account’s every journey using reliable data reporting to adapt and iterate your strategy. Data is possible in detail or bird’s eye view. You can even use scoring to identify the highest value accounts and help you prioritise reachout.
If your marketing and sales people are operating independently – you’ll need to rethink that strategy. Executing in separate divisions will make it almost impossible to get the level of collaboration ABM requires.
Organise a task force – a team of at least one marketer and a salesperson that markets and sells to an assigned list of target accounts.
Different organisations have their own ways of identifying accounts and there are lots of ways but the most important thing is that both marketing and sales agree on which accounts they’re targeting. This allows a clearer, cleaner and more effective collaboration.
At this stage, marketing and sales will work together to create strategies and map out the people they need to engage with. Collaboration is key and will allow a more personalised experience that mirrors the same value propositions that sales are using.
Find out where your target accounts are and where they find solutions to their pan points. Make sure you present your company well to them.
ABM allows you to treat each buying member of the buying committee differently. A buying committee is a group of people involved in a purchase decision.
According to Gartner, “the typical buying group for a complex B2B solution involves 6 to 10 decision makers;” and each of these members come with their own backgrounds, goals and pain points that must be addressed in order to arrive at a favourable decision.
As you think about what each committee member needs, both for themselves and in their effort to win over others, you’ll quickly realise that different committee members need different content.
Of course, measurement is a must with any campaigns you run. Some free tools you can use are:
This will help you understand what’s working and what’s not so your team can make adjustments and be effective as you go more and more into it.
If you want to know more how ABM can work for your business or if you’re just curious in general, book a meeting with us at a time that’s convenient for you.
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