Account Based Marketing

The top tier of the pyramid represents one-to-one engagement, and it’s where the main businesses that you want to focus on are. Sales and Marketing teams decide on 1-10 key accounts and understand the behaviors, interests, and needs of the accounts to create a plan with hyper-targeted messaging. 

The middle tier refers to a one-to-few model (or ABM Lite), and while a good understanding of the chosen 10-50 accounts is important, the accounts require less intensive focus and resources. 

The bottom tier represents one-to-many, also called Programmatic ABM.  The team can segment many more accounts – more than 100 – by industry, geographic region, or other criteria and follow a less hyper-personalized, but still customer-centric approach.

Hubspot is the #1 automation software in the world – offering marketing, sales, operations, service, and web management tools. The all-in-one platform allows users to connect all data – from sales to marketing to customer service – while using personalization and automation. Track account activity, use AB testing, leverage lead scoring, set up automated workflows, and seamlessly integrate with third-party tools.

ZoomInfo is a B2B lead intelligence software that can help identify high-fit prospects by filtering companies using specific criteria such as industry, location, employee count, NAICS codes, technologies used, etc., and then leverage buyer intent data. In other words, you could identify who might be ready to buy your product in the next 30 days, gather their contact info, and reach out to the decision-makers.

Hubspot and ZoomInfo are tools used in tandem to create effective ABM strategies. Hubspot has both marketing automation and customer relationship management capabilities, and ZoomInfo has data that can enable precise targeting for ABM campaigns. These tools can be used separately or integrated, enabling marketers to maximize their ABM efforts. While there is a wide range of tools to choose from, our careful evaluation and experience has led us to recommend Hubspot and ZoomInfo as the superior options confidently.

Expertise: Site-Seeker specializes in proven ABM strategies and has extensive experience in planning, implementing, and optimizing ABM campaigns. Valuable insight and guidance help businesses make informed decisions and avoid common pitfalls.

Targeting: The key to ABM is the audience, and Site-Seeker has the resources and data analysis techniques to help identify the most relevant targets for your business. 

Personalization: Personalized messaging drives higher engagement rates, created by an acute understanding of what exactly needs to be said to certain audiences. 

Technology: As partners of both Hubspot and ZoomInfo, Site-Seeker has the ability to streamline ABM efforts by leveraging their distinct advantages and strategies with data analytics tools to optimize execution, track performance, and make data-driven adjustments. 

Resources: Site-Seeker has a dedicated team of specialists with project management experience, to alleviate the significant time and effort required for an ABM campaign. ABM campaigns are executed efficiently and effectively, no matter how large or small. 

Optimization: Once an ABM campaign is executed, continuous monitoring and analysis of the performance can track key metrics, identify areas of improvement, and strategy adjustments can be recommended. Refining targeting and messaging will be based on real-time insight.