Last updated: October 28, 2020
If your business uses an account-based marketing (ABM) strategy or is suited for ABM, HubSpot offers out of the box features that helps you execute the strategy.
To activate your ABM features:
You'll be brought to set up your target accounts home. Once activated, all features below will be enabled in your HubSpot account.
Buying role: identifies the role that a contact plays during the sales process. Contacts can have more than one role, and they can share the same role with another contact. Example property options are Decision Maker, Budget Holder, and Blocker. You can edit this property to add new buying roles, but the default values cannot be deleted.
Target account: identifies the companies that you are marketing and selling to as part of your account-based strategy. This is a single checkbox property. Update a company record's Target account property value to True, so it is identified as a target account in your HubSpot account.
Ideal customer profile tier: represents how close a company matches your ideal customer profile in three tiers. Companies that are Tier 1 should be a great fit for your products/services, where Tier 3 might be acceptable, but low priority. You can edit this property to match your business strategy.
Learn how to assign values manually to these properties, or create a workflow to automate the process. You can also create custom score properties for companies and build it for your business processes.
The default workflow template Sort companies by ideal customer profile fit is designed as an example for ABM. This template demonstrates how you can assign a tier value based on a company's Annual revenue value.
You can select this template when creating a company workflow:
Customize it to fit the profile of your ideal customer (e.g., updating the annual revenue amounts, selecting other properties such as industry and country).
Once your ABM tools are activated, your HubSpot account creates contact lists based on ABM contact and company properties. You can view these lists in the Account Based Advertising list folder.
You can also create company lists for further targeting.
If you've connected your LinkedIn Ads account to HubSpot, you can create a company list audience to automatically sync companies from your target accounts or a specific company profile tier to the matched audience in LinkedIn.
When creating a contact list audience, you can also select the default ABM contact lists as stated above.
Your target accounts home helps you with keeping track of the accounts you want to work on. Both your sales and marketing team members can review target account activity and identify new accounts to target. Learn how to access and use your target accounts home.
If you have a Sales Hub Professional or Enterprise seat, you can view the Account overview for a company record:
The overview displays:
When creating playbooks, you can select the Account-based selling playbook type for a default template.
Customize the template to fit the sales strategy for your business. This playbook will then provide guidance for your team members when they speak to prospects and customers when they work with a contact record or a deal record.
The Slack and HubSpot integration allows you to push data to and call data from HubSpot, including the following actions:
HubSpot has a library of dashboards and reports based on the ABM properties. You can analyze your existing ABM efforts, refine your ABM strategy going forwards using this data, and find answers to sales and marketing questions.
To create and save the ABM reports dashboard:
To view and access individual ABM reports:
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