How To Automate Your Account Based Marketing Strategy

Today, marketing is about personalization.It’s about getting the right people at the right place at the right time. Account-based marketing (ABM) is no different – it is a strategy that has been growing in popularity in recent years. In fact, 94.3% of respondents to the 2020 State of the ABM survey use the ABM strategy.

That’s why ABM is an important strategy to implement if you sell a limited number of high value B2B products or services with a number of decision makers. The use of ABM automation tools is key to increasing these efforts.

Here, we’ll automatically show you your account-based marketing strategy using ABM automation tools.

Learn more about HubSpot's ABM software.

Learn more about HubSpot’s ABM software.

1. Expandable acquisition strategy

We know that whenever an action is automated, it expands. When the ABM strategy is automated, bandwidth becomes available to your marketing team. Your team can spend more time nurturing the accounts they are responsible for and personalizing the sales cycle for decision makers within the account. That way, each account can be manually acquired new business without parental limitations.

2. Short sales cycle

Consider this: When your sales representatives have only a handful of accounts to close deals with, they may be more selective about who goes through the sales cycle and when. When a specific marketing strategy works to generate leads in a particular account, the sales representative may turn his attention to the deal. ABM automation benefits sales representatives by encouraging them to work more effectively to close deals, leading to shorter sales periods.

3. Better marketing and sales alignment

For many marketing and sales teams, the alignment between the two seems to be a goal rather than a reality. An automated account-based marketing strategy creates and requires alignment between these two business functions to close deals.

The marketing team is responsible for creating content that enables sales, while the sales team is responsible for promoting relationships and closing deals. Without these two parts of the puzzle working together, the ABM strategy will fail. Automating the strategy by creating scale content and tracking accounts using role works like ABM automation tools keeps both teams connected and achieves their goals.

ABM Marketing Automation results on the dashboard

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4. Maintain strong customer

Taking advantage of personalized marketing and sales content for each account is a basic tactic used in account-based marketing. But if your team is doing it manually, it can be difficult to maintain. Eventually, personalized content becomes more general content and the link between your business and your account disappears.

With ABM automation, that doesn’t have to be the case. Automating emails and direct mail campaigns (just to name a few) throughout the life of the account can strengthen relationships, improving customer retention and satisfaction.

1. Create your Ideal Customer Profile (ICP).

Before you start with ABM, you’ll need to define your ideal customer profile. It’s like a buyer’s personality, except that it’s built around targeting entire organizations rather than individuals.

You want to know what kind of companies you want to target. For example, your ICP should include information about company size, revenue, industry, and location.

With software, such as HubSpot’s ABM software, you can use ICP workflow templates to help you find common features that can be used to rank companies in your database. How well they match your ICP.

Ultimately, automation will help you identify and configure your target accounts. After creating your ICP, you should be able to use this information in your ABM software to manage your audience.

2. Set up your target accounts.

After creating your ICP, you should be able to configure your target accounts in your ABM software.

By tagging “target accounts” in your software you will be able to manage your audience from the target accounts dashboard. For example, with HubSpot’s ABM software, you can tag accounts as target accounts and then classify them with the ICP tire property. Your priority accounts will be marked “Tier 1”, while low priority accounts will be marked “Tier 3”.

Additionally, great ABM software will use AI-targeted target account recommendations to automate the research process of companies that fit well.

Tools like these will help you organize your lists and then distribute them so you can deliver personalized content to your target accounts.

3. Connect your ABM, marketing automation software, and CRM.

Before you can create your own ABM campaigns, you’ll want to integrate your ABM software with your marketing automation software and your CRM.

For example, with HubSpot, if you have a marketing or sales pro, you can use many features of ABM software.

It’s important to integrate your marketing tools into the automation process. If your ABM software does not interact with your email marketing software or your advertising tools, you will not be able to automate this process.

Furthermore, if it does not interact with your CRM, it would be impossible to determine whether leads become accounts and track the ROI of the account-based campaign.

By integrating these tools, you will have your ICP research, target accounts, content, and CRM all in one place.

4. Create your campaigns.

Once you’ve set up your ABM software and marketing tools, it’s time to build your campaigns.

To get started, you’ll want to decide which channels you want to use and which actions will trigger an automated workflow.

First, look at your target accounts and find out where they spend their time online. For example, you can create advertising campaigns based on people’s job titles or companies on LinkedIn and Facebook.

Next, you’ll want to think about your client’s journey and set up automated workflows. For example, you could create a task for a sales representative when someone working on your target accounts interacts with the content of your email, website or blog.

5. Personalize your content.

You may have started with ABM to personalize your marketing campaigns. To do this, you’ll want to create your own content, and use your automation tools to reach your audience.

For example, with HubSpot’s ABM software, you can use company lists to build an ad audience or use the company’s advertising target for your LinkedIn ads.

With your ICP setup, you can build your content based on your target audience. The content of your ABM campaigns will be similar to other marketing materials, except that you are now targeting specific accounts and companies.

Ultimately, your messaging should focus on specific pain points, and appeal to resolving your target account issues.

6. Customize your engagement.

Another aspect of your ABM strategy is to collaborate with your sales team to build their engagement with target accounts.

One of the best ways to do this is through automation tools. That’s why your CRM and ABM software need to work together.

For example, with HubSpot’s ABM software and Sales Hub, you can automate your follow-up emails and tasks based on probability behavior.

However, remember that even though you are currently focusing on automation, your sales outreach and content should still be personal.

7. Set up a dashboard to evaluate ongoing efforts.

The final step in automating your ABM strategy is to track and measure your efforts. With ABM software, you’ll want to take a look at the information.

For example, on your dashboard, you can add information about your target accounts, such as Company Score, Open Deals, Total Pipeline, and decision maker identification.

ABM Automation Dashboard to review ongoing efforts

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If company scoring is available in your ABM software, you should use it. It’s like lead scoring, where you assign scores based on features in your software.

Additionally, when you start with ABM automation you should consider running an A / B test to see what messaging appeals to your ICP.

While ABM requires thoughtful planning and coordination, using the ABM software tools – ideally those that are integrated with your CRM and marketing automation tools – will help you shape your strategy. Can help automate and scale.

Editor’s note: This post was originally published in May 2020 and has been updated for comprehensiveness.

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