When most people think of HubSpot, they think INBOUND MARKETING.
When most people think INBOUND MARKETING, they think lead generation.
It goes something like this:
Produce original, educational, insightful content to:
This is how I grew my last company from 10 leads per month to 300 leads per month – through 100% inbound leads generated by HubSpot’s marketing platform.
This growth model works great if you are the type of business that has a big enough target market where people are searching for and sharing information about your industry, your product category, or the problems that you solve.
What should you do if your market is smaller? Is this model relevant if you have a finite pool of buyers and you know how they are?
In this case, companies often switch to an account-based marketing and sales approach (ABM).
The question then becomes can HubSpot’s successful “inbound” philosophy blend with ABM and can the HubSpot platform be used for ABM strategies.
If you are a B2B company that wants to feel confident that you are using the best marketing and sales platforms to grow your business AND you are committed to making ABM a major (if not the primary) component of your marketing strategy, you are going to want to pay close attention to the next few paragraphs.
The first thing you need to know is that HubSpot has three primary modules – marketing, sales, and service.
In a traditional inbound lead generation model, HubSpot’s marketing hub takes center stage. You are blogging to get found, building a following, and nurturing new leads down the funnel using marketing automation emails.
With account-based marketing, marketing features take a backseat initially to HubSpot’s sales features and CRM. ABM is all about getting into sales conversations, building one-on-one relationships, and turning those connections into sales and long-term customers.
The inbound approach, built on educating your market, plays well into this type of relationship-building. Even though supporting sales is the primary goal in ABM, salespeople who only talk about their products and only push for the sale will fall flat. Buyers are busy and they still need a reason to give you their attention and time. Helpful, unique content gives target contacts that reason.
Luckily, HubSpot’s sales and marketing toolsets contain almost everything you need to support an ABM strategy. However, it is paramount that you configure your HubSpot lead management setup to maximize sales rep efficiency, maintain clean data, and provide transparency about what is working and what is not.
The following framework outlines how to run your ABM strategy on HubSpot.
The role of marketers and HubSpot in account-based marketing.
Run branded digital ads to specific roles at your target accounts (companies). These ads will lead to landing pages with top-of-the-funnel content offers provided by your company. Once they are on your list, you can send email marketing campaigns with educational resources and relevant offers to bring them down the funnel.
Arm your sales team with valuable information that will get the attention of your target contacts, stay top of mind, and bring people down your funnel. This will include tools, videos, white papers, assessments, and more. Marketers will also prepare email templates, snippets, documents, and automated sequences in HubSpot’s sales accelerator toolset that sales can use to provide personal touches at scale during various points in the selling process.
Once you are on a target account’s radar, they will visit your website, social profiles, other searchable information about your company to conduct their own evaluation. Leverage your company’s content and marketing offers to build credibility with these leads and bring them down your marketing funnel by offering ungated blog content, as well as relevant resources that they can download via landing page.
SEO is not out of the picture with account-based marketing. Industries that lean toward an ABM sales approach are often ripe for SEO domination since fewer people are producing quality ungated content consistently. While ABM is your primary strategy, since creating SEO-friendly content takes time to see results, using HubSpot’s SEO tools to publish topic clusters in the background will pay dividends down the road. Your content will saturate the research your leads are doing on you. Before you know it, you will be known as one of the main players in your industry (regardless of your size) because every time someone search for something related to your business, your industry, or the problems you solve, your company’s information will appear.
You don’t need to rely on HubSpot alone. Leverage HubSpot’s ABM integration for targeted ads and the augmentation of account information. With most HubSpot’s Connect partners, you will be able to use the information in your HubSpot CRM to target accounts more accurately, as well as pump lead intelligence back into HubSpot.
You’ll notice that this framework is for marketers, not salespeople. These are the ways that marketers will use HubSpot to support your sales team during your ABM campaigns.
When you implement your ABM strategy in HubSpot, your sales team will be at the center of your outreach and relationship-building efforts. For them to be successful and be able to handle 10-20X more contacts that they work today, sales reps need:
Let’s boil it down for you so that you can take action today. Your takeaways from this advice include:
HubSpot works well with account-based marketing strategies. However, you need to turn the traditional inbound lead generation model on its head.
Start with setting your sales team up for success with solid lead management processes in your HubSpot CRM and sales tools. Taking on HubSpot’s Sales and Marketing platforms at the same time can be a lot to swallow. If you are budget sensitive, you can start with HubSpot’s Marketing Starter package and layer in advanced marketing automation later with an upgrade to Marketing Professional.
Marketers play a significant role in ABM strategies – from warming up the audience so they pick up the phone when a sale rep calls them by providing educational content and product marketing material to sales reps at every point in the relationship-building process.
In business, we are trained to constantly learn. We are told that we are at a disadvantage if we are not always seeking ideas, advice, and tips.
Well, I’m here to tell you that you can actually grow your business faster if you turn that wisdom on its head…especially if you are part of a small marketing team.
In this episode of the Small Marketing Team podcast, I’m going to share a powerful productivity secret used by the world’s top marketers.
It might make you uncomfortable. It might feel scary at first, but I’ll walk you through the three hacks for switching your mindset to getting better sales and marketing results by learning less.
Tune in to learn how consuming less information and focusing on certain types of learning will catapult your business like nothing else.
I have two questions for you…
I recently lead a session for the HubSpot User Group in my hometown of Phoenix on How to Create A Chatbot In HubSpot That Turns Website Visitors Into Sales Conversations In Your Sleep.
During the two-hour seminar, I facilitated a discussion about both how conversational marketing is different than other types of inbound marketing and how to develop an on-site lead generation strategy using chatbots.
In this episode of the Small Marketing Teams podcast, I walk you through these same tips that I gave the HubSpot User Group. You’ll learn how to build a chatbot that helps you impact every phase of the marketing and sales process.
This step is woven into the fabric of how companies move forward with new marketing strategies, projects, and tools. This gate can also be where good ideas go to die.
Has the following situation ever happened to you?
You have the right plan and the ability to execute for your company, but the executive team, CEO, or your direct supervisor gives you the thumbs down.
It could be your social media strategy, a new marketing platform, changes to your sales process, or any number of new ideas.
Even when you are 100% confident this approach will have a big impact on your business’s growth, you still can’t get people to sign off on moving forward.
Then, since you believe in your ideas, you reexamine their objections, change your business case, and they still put the brakes on your plan.
Thousands of small marketing teams are frustrated by this every day. You start wondering…
The truth is that they don’t dislike or disagree with your ideas at all.
So, what is going on here?
In growing a company with a small marketing team and working every day to help small marketing and sales teams over the past 2 years, I have become a student of what holds companies back and the systems and mindsets you need to overcome those hurdles.
In this episode of the Small Marketing Teams podcast, I explain why the psychology of trust and risk are the real culprits and how you can overcome these challenges to get buy-in for your marketing strategies.
The conversation around how to get people to open, click, and convert on marketing and sales emails has been intense for almost two decades.
Some people swear by short emails. Others see success from emailing lengthy stories that build trust and relationships. You can also find studies that tout both approaches.
So, what are small marketing teams supposed to do?
Let's start by acknowledging two things...
The truth is that it depends on many factors, such as:
In the latest episode of the Small Marketing Teams podcast, I break down two long emails of similar length to prove that this discussion should not just be able wordcount.
I give your small marketing team a lens in which to view your email marketing strategy that highlights when to use short emails, medium-length emails, and long-form email copy.
There is an organization near Phoenix called Feed My Starving Children. They package up meals and send them to starving and malnourished children in places all over the world.
Last weekend, I had the opportunity to participate in a Feed My Starving Children event at a local church.
There were 40 tables. There were 10 to 20 people at each table. Together, we packed 34,000 meals for these kids in 90 minutes. That’s enough to feed 93 kids for an entire year.
That was one of three sessions planned for Friday night and Saturday morning. The goal was to pack over 100,000 meals between the three sessions.
What can small marketing teams, who are always trying to do more with less, learn from this type of system?
This experience with Feed My Starving Children gave me insight into how small marketing teams, like you, can get more done with limited resources and take on and beat companies four, five, six times your size.
In this episode of the Small Marketing Team podcast, I walk through 5 micro-system that you can begin implementing this week to help you move from slow linear processes to a well-oiled machine.
I don't get paid to set up basic marketing and sales automation. If that is what you are looking for, then I don't want your money.
In fact, you shouldn't pay anyone to set up basic workflows.
You or a member of your team should take an enter-level class from HubSpot or your marketing platform so that you can do it yourself.
It is that simple.
However, here is the thing that most people get wrong in how they view marketing and sales automation...
It takes a novice to set up basic and some mid-level business automation.
It takes a ninja to set up automation that takes into account all of your existing data objects, processes, and automation flows.
Getting expert help with marketing and sales automation is not about knowing the tools to set up a workflow.
It is about working with someone who can understand how automation will, won't, and can impact everything else you have done in your marketing platform and CRM.
Why, when I introduce myself to someone in a networking situation, do I try to not to use the term “marketing?”
Marketing has a bad reputation.
People don’t trust marketer. Marketing conjures feelings of manipulation.
Despite the rise of helpful, educational, valuable content marketing, marketing still has a credibility problem.
While marketing automation software can revolutionize the way your business gets found, generates leads, and brings those leads down the funnel, it is often met with skepticism.
While marketers know the value of marketing automation, I’m afraid that getting buy-in is always going to be an uphill battle.
Ready for the good news?
Inside many marketing automation platforms lies a multi-million dollar secret that many marketers and most executives don’t know about.
It has been way too long since I published a podcast episode for you. That ends today! I'm back and excited to bring you fresh tips for growing your business - even if you are not a well-funded start-up or household name brand.
Over the past year, I dug deep into how marketing is changing. If you are experimenting with these shifts, then you will be well ahead of most companies - big and small - that ignore them.
In this episode, I give you six areas to focus on in 2019 that will help you make the most of these trends in how people find and buy from companies like yours.