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Using Account-based Marketing Platforms

Written by Flawless Inbound on Jan 8, 2017 9:29:00 AM

In B2B Marketing Technology

Over this series you've learned about several aspects of the C-Suite—who they listen to, what they're really like, where they turn to for information, and how to create content they'll engage with. Now that you have a solid foundation of the C-Suite and killer content to distribute, you need a marketing platform that can sync your efforts together to generate C-Suite revenue.

There are several marketing tools available at your fingertips to help you evaluate and improve your content and marketing strategies. You can get access to SEO tools, which gives you the knowledge to create content that is more likely to be discovered by the C-Suite. Analytics is another tool that tracks your efforts to see what you're doing right and what you need to change. A marketing platform brings these tools together under one roof so you can easily manage them all. It creates one whole that allows you to monitor your account-based marketing campaigns from beginning to end.  

What is Account-Based Marketing?

Account-based marketing takes a different approach to the traditional funnel. Instead of focusing on channels, you would direct your energy to identify and targeting key customer accounts, which, in this case, would be the C-Suite. Account-based marketing is great to use when you have a limited number of prospects in mind. Once you target them, you can effectively reach out with advertising, content, etc. on the appropriate channels they use. For account-based marketing to truly be effective, a multichannel approach is required. This approach will align sales, marketing, and customer service.

Account-based marketing platforms can be integrated with customer relationship management tools to run successful campaigns targeting the C-Suite. These platforms allow you to run multichannel campaigns like social, video, and mobile. Then you can engage your target account on their terms instead of using email and phone calls. What's great about this idea is that by using the appropriate channels, you don't just engage the main lead. You end up engaging the whole account. Webinars, blogs, and landing pages are key to account-based marking. You can also understand which messages have the most impact, and then use A/B testing for further improvements.

What makes account-based marketing special is the degree of personalization you can use. This personalization goes beyond using their first name in an email salutation. The personalization can be broader, customizing landing pages and microsites. The major advantages of account-based marketing boil down to a more focused marking strategy, a better customer experience for the C-Suite, and an increase in revenue for your company.

Using HubSpot as a Marketing Platform

HubSpot CRM provides perks to its many users. The software allows users to see their entire pipeline at a single glance. No longer will you have to visit multiple places to gather bits and pieces of the progress of your business funnel. You can pinpoint and observe deals at any given point in time, from initial customer contact to closing the deal to any progress along the way. Is there specific information you are consistently trying to look for? Create filters and sort deals by name, owner, stage, or amount in no time. 

Using a marketing platform like HubSpot can help evolve your relationship with interested C-Suite executives. They may first enter the platform as a lead, and then by successfully nurturing this relationship, they will become satisfied customers. A successful lead nurturing strategy will do more than close the deal. It will provide the C-Suite with more engaging content, enable them to ask questions and voice concerns, and assist them with convincing other influential decision makers. Basically, it will make them a believer of your product or service. 

Related: Best Practices for Deploying HubSpot—Your Secret Weapon

Once HubSpot is enabled, it can take your lead nurturing strategy to the next level. It will assign a C-Suite executive to a lead nurturing workflow the features content relevant to their buyer persona. These workflows can include email marketing campaigns, relevant content offers like EBooks, event invitations, and calls to action. All of these, and more can be personalized to the individual.

A great thing to note is that HubSpot's marketing automation platform can be readily used for account-based marketing initiatives. In fact, HubSpot has added features that make it easier to implement an account-based marketing program, such as business intelligence tools and paid ad integration with LinkedIn and Google Adwords.

It's not enough to have a great product or service. However, if no one knows about it, you won't sell anything. You need a way to advertise your product's availability, and a platform is how you'd do that. A platform, along with an account-based marketing approach, will propel your marketing efforts forward. They will specifically target the C-Suite using the channels they frequent. HubSpot can help turn the C-Suite into satisfied customers through the use of various marketing tools. Using these marketing strategies and tools will make your marketing efforts more effective.

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