Unlock the Power of Hubspot's ABM Module: A step-by-step Practical Guide

Many B2B marketers frequently ask me as a consultant, "Can we do ABM with Hubspot?"

The short answer is: absolutely!

While Hubspot's ABM module may not be as ABM-centric as platforms like Demandbase, Terminus or 6Sense, it is still a powerful tool that can work wonders for your first steps into ABM (Account-based marketing)

Understanding Hubspot's ABM Module

Hubspot's ABM module is often criticized for being too lead generation-oriented. However, if Hubspot is your CRM, you can achieve impressive outcomes by leveraging its ABM features effectively. You don't need a $200,000 ABM software to kickstart your ABM strategy.

Top 4 Features of Hubspot's ABM Module

1. Target Account Dashboard
   
   Overview: This feature allows you to centralize all your key account information. It helps you keep track of target accounts, monitor their engagement, and measure progress against your ABM goals.
   Benefit: Having a clear, centralized view of your target accounts ensures your team is aligned and focused on high-value prospects.

2. Account-Based Workflows

Overview: Hubspot enables you to create customized workflows tailored to the needs of your target accounts. This includes automated tasks, follow-ups, and personalized content delivery.
Benefit: Automated workflows save time and ensure consistent, personalized communication with your target accounts.

3. Custom Properties and Segmentation

• • Overview: Hubspot allows you to create custom properties to better segment your target accounts. You can track specific criteria that are important for your ABM strategy, such as industry, company size, and buying stage.
  • Benefit: Enhanced segmentation helps you deliver more relevant content and offers to your target accounts, increasing engagement and conversion rates.
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• • Overview: Hubspot's reporting tools allow you to measure the effectiveness of your ABM campaigns. You can track key metrics such as account engagement, deal velocity, and revenue generated from target accounts.
  • Benefit: Detailed reporting provides insights into what's working and what needs improvement, helping you optimize your ABM strategy over time.

Conclusion

While Hubspot's ABM module may not be as specialized as those offered by Demandbase or 6Sense, it is a viable option for B2B marketers looking to implement ABM strategies without breaking the bank. By leveraging features like the Target Account Dashboard, Account-Based Workflows, Custom Properties and Segmentation, and Account-Based Reporting, you can achieve impressive results and drive significant growth.