How to leverage your CRM to automate ABM strategy ?

What Is Account-Based Marketing, or ABM?

Account-based marketing is an ultimate personalization tool. Instead of incurring unnecessary expenses on different segments of the population, an account-centric strategy focuses on key business accounts and markets directly to these individual units. They focus on specific leaders and stakeholders who can benefit from what your company has to offer and through this you can make marketing efforts more personalised and more effective.

4 Effective tools to Implement Account-Based Marketing

Account-based marketing is like learning a new language. Here you are not targeting demographics or personas, but rather specific organizations.

1: Marketo

Marketo brings sales and marketing teams together to target and engage key accounts bridging the gap between account-centric strategy, execution and success. Marketo helps to unite ABM and lead management in one solution, which makes it easier to execute personalized campaigns for both accounts and leads in one motion. This will also help them to reach key decisions and deal with influencers.

2: Hubspot

Account-based marketing doesn’t have to be overwhelming. HubSpot’s ABM software makes the use of both your marketing and sales team and helps them to identify valuable accounts more efficiently, reduce any friction impacting your flywheel, and grow better.

  1. Setting up ABM strategy on HubSpot tools is intuitive and fast. It uses workflow templates to define your ideal customer profiles and identify good-fit target accounts. Then it leverages on the AI-powered recommendations of target accounts to ensure sales never misses a beat and it does this all within a CRM that has information about your existing customers and qualified leads, so you never have to worry about losing important contact details across marketing and sales.
  2. Through Hubspot Marketing and Sales can finally use shared tools that unite them around the same data, in the same place. Hubspot also has the Target Accounts Home feature, which helps them to understand the progress across all target accounts. This helps everyone to understand and work together on high-value target accounts, create channels named after the deal or account, regularly post KPIs, and share notes automatically.
  3. HubSpot’s ABM tools create personalized content and tailor how you engage with stakeholders within an account. With new features like account-level targeting added to the LinkedIn Ads integration, you get the ability to target companies by target account status or tier, and contacts or subsets of contacts at target accounts.
  4. Hubspot also helps to track and measure key milestones throughout an account’s journey, continuously using data to adapt and iterate on your ABM strategy. This would further lead to gathering a more detailed understanding of what’s happening at an account level with the account overview feature, or get a higher level view using out-of-the-box ABM reporting dashboards. This would help you to identify the highest value accounts and help prioritize reachout.

3: Autopilot

Autopilot as a marketing automation tool is basically for someone with more workflow specific needs. It’s a tool which is used best for capturing leads, lead nurturing and along with it all the other things most marketing automation tools does can be simply done in Autopilot. The best thing about Autopilot is that it really well connects the social media platforms, and helps in using them in your automations.

4: Segment

Segment is a next gen consumer segmentation tool where it collects and transforms any stream of first-party customer data from webhooks into Segment events. Segments also help businesses the ability to create customer personas and target audience through it. It resolves identity with Personas, enriches additional data, and ensures clean, consistent data across all your tools. It is easy to establish in your business it just takes ten lines of code to capture new data points, enrich your data in new ways, and run advanced campaigns across tools. Segment will help you to handle automatic and rapid scaling so that you can focus on your business, not capacity planning.

About Ziel Lab

Ziel is a boutique marketing lab, based in Bangalore, India, and we build laser focussed campaigns for your inbound and outbound marketing.




Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store