If you’re in the B2B space, there’s a good chance you’ve heard the buzz around account-based marketing. At AlayaCare, a SaaS startup in the home healthcare industry, we’ve paired our inbound marketing efforts with an account-based marketing and sales strategy that involves prospecting, scoring, nurturing, and selling to multiple high-value targets and accounts.
Here's how we paired a new strategy with the HubSpot software to create better alignment between marketing and sales — resulting in us closing larger deals with our target accounts.
The challenge for us as a startup company was the burden of using a patchwork of solutions for our CRM and automation needs. We struggled to properly segment and personalize our messaging on an account-based level, and we had little to no visibility into the performance and metrics of our campaigns.
Thankfully, with the combination of HubSpot Marketing Professional and our CRM integration, we had the tools we needed to effectively build out and implement an account-based marketing and sales strategy. We gained access to clean data and full visibility into our metrics through HubSpot’s effective reporting add-on.
Here are some of the ways we're leveraging the HubSpot software for our account-based marketing and sales strategy.
Company Score Reports Using the Reporting Add-on
In the home healthcare industry, it’s common for our target accounts and prospects to have anywhere from 1–5 key decision makers in the buyer journey. Rather than putting too much focus on the engagement of each individual contact, we used the HubSpot reporting add-on to develop a holistic view of company scores.
The total HubSpot score represents the sum of all the scores of contacts within that account. With visibility into the count of contacts, and keeping in mind our positive lead scoring attributes, we now have a better idea of the level of engagement of each company in our CRM.
We simply filter the view to our list of top 100 companies so we can keep an eye on the meaningful activities of each target account, and we send weekly recurring emails to both our sales and marketing teams to make sure both teams are aligned.
Account Scoring and List Generation
While we’ve developed a list of target accounts to focus our account-based marketing efforts on, we want to continue to score inbound accounts on a scale that represents their perceived value to our company. If they fit into the segments based on attributes like company size and revenue, we’ll want to consider adding them to our account-based marketing list.
We do this by using the workflows tool in HubSpot, filtering contacts by the target segment attributes and setting their status/tier to account-based marketing.
Creating a Blueprint Using the HubSpot Workflows Tool
Before launching our account-based marketing strategy, we needed to make sure our sales and marketing teams were aligned.
We didn’t want to blindly send content to our target list in the hopes that they would connect with a sales rep. Instead, we worked together to strategize how we were going to reach out to these prospects by coming up with a workflow of carefully organized tasks, personalized message templates, and CTAs.
Contacts move through the workflow based on whether or not the HubSpot owner completed their assigned task and if the contact has advanced in their lifecycle stage.
Delivering Personalized Content
Considering our account-based approach, we need to ensure that every message we send — whether it’s on a landing page, via email, etc. — is targeted and personalized to each persona in our target accounts.
Using HubSpot’s personalization tokens and content, we have the ability to tailor our messaging for both inbound and outbound efforts. By delivering personalized, relevant content to each persona in an account, we believe we are adding more value to the interaction, and we can position ourselves as a trusted source to deliver a solution to their problems.
By using these HubSpot tools for our account-based marketing strategy, we’ve been able to align our sales and marketing teams, increase the effectiveness of our marketing messages to our target accounts, offer a more personalized buying experience, and have more visibility into the engagement of our target accounts.
The hope is that with this hyper-targeted approach, we'll be able to increase revenue by focusing our efforts on high-value accounts.