HubSpot ABM | Targeted Account-Based Marketing Strategies

HubSpot Account-Based Marketing (ABM)

Are you a sales leader, marketer, or business leader driving a B2B business? If you sell a niche product or focus on specific industries, you’re likely already aware of the power of Account-Based Marketing (ABM). But implementing ABM effectively can be challenging. That’s where we come in.

The Problem

Your team may have tried using ABM to engage target accounts but are struggling to see the results. You may be investing significant time and resources in LinkedIn outreach, cold emails, and calls, but they’re not moving the needle the way you’d hoped.

It’s frustrating to watch your team pour effort into campaigns that don’t seem to generate engagement or build meaningful relationships with the right accounts. Worse yet, without the right data and tracking, you can't even see where you might be going wrong.

You want to build stronger relationships with the right decision-makers, but ABM can feel like an overwhelming process. Without the right strategy and tools, it can be hard to know where to start and how to scale for success.

How to Fix It

At Innovation Visual, we’ve helped B2B businesses like yours unlock the potential of HubSpot’s ABM tools. We understand the unique challenges you face—whether it’s a lack of robust CRM data, content gaps, or trying to engage target accounts without the right strategy. You’re not alone.

Our team specialises in creating targeted, data-driven ABM strategies that align with your goals. With our phased approach, we guide you through the entire process—from building a solid foundation with your existing data to deploying personalised campaigns that drive meaningful engagement.

What Needs to Change

You need a strategic, phased approach that gets your ABM campaigns up and running quickly. Here’s what you need to do to make that change:

1. Data and Asset Assessment:

First, we will work with you to assess your current CRM data and marketing/sales assets. We’ll identify the gaps in your account-level data, such as missing contacts or incomplete records, and plan campaigns that will help fill those gaps. This is critical for launching a robust ABM campaign.

2. Initial Campaign Deployment:

We’ll then deploy the first phase of your ABM strategy. This will be an omni-channel campaign designed to drive leads from your target accounts to landing pages optimised for conversion. This initial phase will help you start collecting data and seeing how your accounts are responding.

3. Iterate for Improvement:

After the initial campaign, we’ll review performance and refine the strategy. This feedback loop allows us to optimise the campaign with more targeted messaging, personalised content, and better timing. With every iteration, the campaigns will become more refined and effective.

Our process ensures that you not only reach the right people but also build a stronger understanding of your accounts. As data enriches your CRM, future campaigns will become even more tailored and impactful.

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How We Solve Your Problem

Our 3-step process will transform the way you approach ABM with HubSpot:

Assessment and Strategy Creation:

We’ll conduct an in-depth analysis of your existing data and assets. Together, we’ll identify key target accounts and determine the best approach to build a sustainable and effective ABM strategy.

Deploy Omni-Channel Campaigns:

With HubSpot’s powerful account-based tools, we’ll deploy campaigns that drive leads from target accounts to optimised landing pages. These campaigns will span multiple channels, including email, LinkedIn, and direct outreach, to ensure maximum engagement.

Iterate and Optimise:

After gathering initial campaign data, we will refine messaging and targeting. Using HubSpot’s reporting and dashboards, we’ll track engagement and continuously optimise for better conversion rates and account penetration.

With our approach, you’ll see your target accounts engage more deeply, resulting in increased opportunities and eventually, closed-won deals.

Ready to Take your ABM to the Next Level?

Contact our ABM experts today to discuss how we can help you implement a targeted strategy that drives results.

If you continue to rely on ineffective tactics like LinkedIn outreach, cold emailing, and calling without proper ABM strategies, you risk wasting time and resources. Poorly targeted campaigns can frustrate leads and result in disengagement from potential accounts. Bad data and inadequate reporting can lead to incorrect decision-making, which further decreases conversion rates and impacts your bottom line.

By taking action and implementing a phased ABM approach, you can expect more meaningful engagement from your target accounts. Your CRM will be enriched with data that provides deeper insights into each account, including key decision-makers. This data-driven approach will help you create more personalised campaigns that resonate with your audience, increasing opportunities and driving closed-won deals.

Book a Call With an ABM Expert

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