ABM can be easy

Every year, there's one buzzword that seems to capture everyone's attention (the word for 2023 was, say it with me: “community”). For 2024, it's "Account-Based Marketing" or ABM (*rolls eyes*). As companies (and especially marketing teams) face tighter budgets and demand a scrutinized return on investment for every dollar spent, ABM has emerged as the strategy du jour. But while everyone seems to be talking about it, very few truly explain it simply or know how to effectively execute it.

Alright, let’s first explain it in a way anyone (I mean anyone) can understand. You’re selling friendship bracelets. You could try to sell these to everyone - girl scouts, your work colleagues, your random neighbor - but who actually cares about friendship bracelets? Instead of sending messages to absolutely everyone you know, you focus on a specific group of Taylor Swift superfans (because nobody loves a friendship bracelet more than a Swiftie). And instead of just sending them generic messaging, you focus super specifically on messaging that resonates with these superfans (“Taylor’s Version,” anyone?) and keep refining until you break through. That's essentially what ABM does for businesses – personalized experiences for each of your high-value clients or prospects. Rather than casting a wide net and hoping for the best, ABM targets specific accounts, tailoring marketing efforts to resonate with their unique needs and challenges.

Okay, you now get ABM. How does it apply to webinars, Hubilo, and (most importantly) YOU? 

Right now, your data is disjointed and very individual. Sure, you can see that Mary Jane attended your webinar, clicked on this specific link, and dropped off after 23 minutes. But do you actually care about Mary Jane, or do you care about Mary Jane’s company, Salesforce? Isn’t it more valuable to know that 5 people from Salesforce attended, what their viewing trends are, and what content is resonating with the group? Yes, yes, and yes. 

Introducing Hubilo’s Account Intelligence Dashboard, a new feature that streamlines ABM efforts by providing three key benefits:

• Saving Time and Money: By managing data and insights on both company and individual levels, the Account Intelligence Dashboard helps businesses focus their resources where they matter most. 
• Getting to the Right Person at the Right Time: the Account Intelligence Dashboard identifies the key decision-makers within target accounts and delivers the right message at the opportune moment. It's all about making meaningful connections that drive conversions.
• Highlighting Effective Content: This dashboard provides insights into what content resonates best with your audience. By tracking engagement metrics and analyzing feedback on the company level, businesses can refine their content strategy for maximum impact.

Account-Based Marketing can be easy, especially once you understand it and are looking at data on the right level. Tools like Hubilo's Account Intelligence Dashboard are simplifying the process and empowering businesses to execute ABM strategies with confidence. 

Want to learn more? Sign up for a demo here.