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How to use HubSpot for account based marketing

November 17, 2023 | Jimit Mehta

Are you looking for a way to take your ABM strategy to the next level? Look no further than HubSpot! This powerful marketing platform offers a range of tools and features specifically designed for ABM. In this article, we'll take a deep dive into how to use HubSpot to effectively execute your ABM campaigns and drive tangible results for your business.

Setting up an ABM campaign in HubSpot

To set up an ABM campaign in HubSpot, follow these steps:

  1. First, log in to your HubSpot account and navigate to the Campaigns tab in the main navigation menu.
  2. Click the "Create a Campaign" button.
  3. In the pop-up window, select "Account Based Marketing" as the campaign type.
  4. Give your campaign a name and set the desired start and end dates.
  5. Choose the targeted accounts you want to include in the campaign. You can select specific accounts from your HubSpot CRM, or you can import a list of accounts from a file.
  6. Set up any desired campaign properties, such as custom tracking parameters or a campaign budget.
  7. Click "Create" to launch your ABM campaign in HubSpot.

Keep in mind that you can always edit and fine-tune your ABM campaign as needed. HubSpot provides a range of tools and features to help you optimize your campaign and achieve your desired results.

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Creating targeted lists for ABM in HubSpot

In ABM, targeted lists are critical for identifying and reaching the specific accounts that you want to engage with. In HubSpot, you can create targeted lists for ABM in several ways:

  1. Import a list of accounts from a file: You can import a list of accounts from a CSV or other file into HubSpot. This can be useful if you already have a list of accounts that you want to target.

  2. Use HubSpot's CRM to create a list: You can use HubSpot's CRM to create a list of accounts based on specific criteria, such as location, industry, or company size. This can be done by using the "Lists" feature in the CRM and setting up filters to identify the accounts you want to include.

  3. Use the "Companies" database: You can also use HubSpot's "Companies" database to create a targeted list. This database includes information on millions of companies and allows you to filter by various criteria to find the specific accounts you want to target.

Once you have created your targeted list, you can use it to personalize your ABM efforts and tailor your marketing messages to the specific needs and interests of each account.

Personalizing marketing efforts with HubSpot's ABM features

Personalization is key to success in ABM. In HubSpot, you can use a range of features to personalize your marketing efforts and tailor your messages to the specific needs and interests of each target account. Here are a few examples:

  1. Dynamic content: You can use dynamic content in your marketing assets, such as emails and landing pages, to customize the content that each recipient sees based on their characteristics and behaviors. For example, you could show different product recommendations to different accounts based on their past interactions with your company.

  2. Personalization tokens: HubSpot provides a range of personalization tokens that you can use to insert personalized information into your marketing assets. For example, you could use tokens to insert the name of the recipient's company or the name of a specific contact at the company.

  3. Custom fields: You can use custom fields in HubSpot to store and track additional information about your target accounts, such as their budget or their primary business objectives. You can then use this information to tailor your marketing messages to the specific needs and interests of each account.

By using these and other ABM features in HubSpot, you can create highly personalized and targeted marketing campaigns that drive better results for your business.

Measuring the success of ABM campaigns in HubSpot

Measuring the success of your ABM campaigns is critical for understanding what's working and what's not, and for making data-driven decisions about your marketing strategy. In HubSpot, you can use a range of tools and features to measure the success of your ABM campaigns, including:

  1. Built-in analytics: HubSpot provides a range of built-in analytics tools that allow you to track key metrics such as website traffic, leads generated, and conversion rates. You can use these tools to get a broad view of your campaign's performance and identify trends over time.

  2. Custom dashboards: You can create custom dashboards in HubSpot to track the metrics that are most important to your ABM campaigns. For example, you might want to track the number of targeted accounts that have engaged with your marketing assets, or the percentage of targeted accounts that have converted into leads.

  3. ABM-specific reporting: HubSpot provides a range of ABM-specific reporting features, such as the "Account Report" and the "Campaign Report," which allow you to track the performance of your campaigns at the account level.

By regularly reviewing your ABM campaign data in HubSpot, you can gain valuable insights into what's working and what's not, and make informed decisions about how to optimize your campaigns for better results.

Integrating HubSpot with other ABM tools and technologies

HubSpot is a powerful marketing platform that offers a range of tools and features specifically designed for ABM. However, it can also be integrated with other ABM tools and technologies to enhance its capabilities and improve the effectiveness of your campaigns. Here are a few examples of how you might integrate HubSpot with other ABM tools:

  1. Sales enablement tools: HubSpot can be integrated with sales enablement tools, such as sales playbook software, to help sales teams personalize their interactions with target accounts and close deals more effectively.

  2. CRM systems: HubSpot can be integrated with CRM systems, such as Salesforce, to synchronize data and ensure that both marketing and sales teams have access to the most up-to-date information on target accounts.

  3. Marketing automation platforms: HubSpot can be integrated with other marketing automation platforms, such as Marketo, to enable cross-channel ABM campaigns and reach target accounts through multiple channels.

By integrating HubSpot with other ABM tools and technologies, you can create a seamless and cohesive ABM strategy that delivers better results for your business.

Advanced tips and tricks for maximizing the effectiveness of HubSpot's ABM features

To maximize the effectiveness of HubSpot's ABM features, here are a few advanced tips and tricks you can use:

  1. Use custom fields to store and track account-specific information: By creating custom fields in HubSpot, you can store and track additional information about your target accounts, such as their budget or primary business objectives. This information can be used to tailor your marketing messages and make them more relevant to each account.

  2. Segment your target accounts: Instead of treating all of your target accounts the same, consider segmenting them based on factors such as industry, company size, or location. This will allow you to create more targeted and relevant marketing messages that are more likely to resonate with each account.

  3. Test and optimize your ABM campaigns: As with any marketing campaign, it's important to continually test and optimize your ABM campaigns to ensure that they are delivering the best possible results. Use HubSpot's analytics and reporting tools to track the performance of your campaigns and identify areas for improvement.

  4. Integrate with other ABM tools and technologies: By integrating HubSpot with other ABM tools and technologies, you can create a seamless and cohesive ABM strategy that delivers better results for your business. For example, you could integrate HubSpot with a sales enablement tool to help sales teams close deals more effectively, or integrate it with a CRM system to synchronize data between marketing and sales teams.

Final thoughts

HubSpot is a powerful marketing platform that offers a range of tools and features specifically designed for ABM. In this article, we discussed how to use HubSpot to effectively execute ABM campaigns and drive tangible results for your business. We covered setting up an ABM campaign in HubSpot, creating targeted lists, personalizing marketing efforts, measuring the success of ABM campaigns, integrating HubSpot with other ABM tools and technologies, and advanced tips and tricks for maximizing the effectiveness of HubSpot's ABM features.

By using these strategies and techniques, you can create highly targeted and personalized ABM campaigns that drive better results for your business.

Want to target individual accounts using personalization? Try Markettailor for free.


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