Account-Based Marketing With HubSpot CRM - Dotdynamic Canada
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Account-Based Marketing With HubSpot CRM

Account-Based Marketing With HubSpot CRM

How you market your business can determine how successful it will be and the difference it can make to those who need it. But using the right Customer Relationship Management tool (CRM) can help you flip the everyday marketing approach of attracting many prospects and qualifying the most suitable leads to a shortened sales cycle with specifically targeted content. By implementing Account-Based Marketing (ABM) with HubSpot’s CRM you can reduce the length of the sales funnel and focus your energy on high-level accounts

  1. What is Account-Based Marketing
  2. Account-Based Marketing versus Inbound Marketing
  3. Identify Target Companies
  4. Engage with Personalised Content
  5. Build Lasting Relationships

What is Account-Based Marketing

Account-Based Marketing is a strategy where the focus is to increase business growth by treating individual prospects as a standalone market. Having a focus on a few accounts, and viewing these as your target audience allows businesses to create strategies to identify potential customers or clients. Account-Based Marketing is basically targeted content designed to engage accounts based on the needs of the account’s market.

Successful ABM strategies use a CRM to track and manage the activity, interactions and content in the campaign. HubSpot is a powerful CRM that can positively aid your campaign and provide a platform to create engaging and targeted content to manage your interactions.

Account-Based Marketing Versus Inbound Marketing

On the surface, Account-Based Marketing and Inbound Marketing differ by the way they target prospective customers. Inbound Marketing uses a broad approach to attract customers to your services or products using content marketing. Account-Based Marketing targets those in specific organizations with customized content and personalized targeting.

Inbound Marketings is focused on the markets and industries of their ideal customer based on their buyer personas with the objective of gathering quality leads and increasing sales. Whereas, ABM campaigns focus on accounts based on the ideal customer profile with the objective of landing new accounts and expanding the business.

Identify Target Companies

In order to get the most out of ABM, you need to know who you are targeting and why. Having a strong idea of who these efforts should be directed at will allow you to create content that resonates with decision-makers. Using firmographic data and a mix of insights from the marketing and sales team will give you a good indicator of which accounts are a good fit for your ABM efforts. This data can give you a target account list to base targeted content off.

Once you have chosen who your target accounts are, you now have to see them as larger personas. Be familiar with companies, like who are the decision-makers and what’s their role, what is the company’s structure like and what pain points they have. This information can be important when it comes to what content you create and how you interact with them.

Engage with Personalised Content

Just like using Geo Customisers in Google Ads to resonate more with the users, ABM uses personalised content for the same purpose. Knowing who to target will give you a great insight into the type of content that will resonate with the right people. Implementing HubSpot’s personalisation tokens and tailored content you will have the power to create personal, intimate content for each persona within the account.

This will increase the interaction between you and the prospective clients, showing you as a trustworthy organisation that can help solve their problems.

Using tailored landing pages, emails, social posts, CTAs and forms, you can successfully reach those in the decision making roles on a more intimate level. HubSpot provides the tools you need to land high-quality leads through account-based marketing. Choosing HubSpot as the platform to perform your ABM campaigns provides you with single account reporting that will help you track the progress of your campaigns.

Within HubSpot’s reporting you can generate reports on the potential revenue, engagement levels, response rates, and even company growth. With these reporting features, you can better test and refine your content for better results.

Build Lasting Relationships

Along with the targeted content, it is important to be quick with communication and follow-ups to show the decision-makers that you are trustworthy and that you are there to help. Showing potential customers that you are there when they need it will help you build lasting relationships.

Using HubSpot workflows and email templates, you can schedule follow-ups with specified steps to ensure that these accounts receive the attention needed to land the deal. Building lasting and nurturing relationships is crucial for a successful ABM campaign. Become a trusted advisor, provide insightful information and solutions, and keep in touch.


Account-Based Marketing is more than just a marketing strategy, it is a way to show your clients or customers that you understand their needs and you are ready to help them. Fixate on your high-level accounts and earn their trust to shorten your sales cycle while catering to your client’s needs. Using HubSpot and marketing data you can create powerful and relevant catered content that will make your account-based marketing efforts successful.

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Mark has been on the Dotdynamic team for over a year. Whilst studying digital marketing in college, he earned a coveted marketing internship with Horse Racing Ireland where he could develop vital knowledge and skills which he uses on a daily basis today. Mark is passionate about the inbound methodology and continues to research new techniques and approaches to drive valuable business growth to his clients. Mark spends most of his days diving into client Hubspot portals looking for new techniques to optimise current inbound marketing efforts as well as identifying new opportunities for his clients to continue growing. Outside of the work environment, Mark is an avid sports enthusiast. It doesn’t matter if it’s played with a ball, requires a four-legged partner, or uses horsepower of another nature. If it’s competitive he’s interested.