ABM Campaign Overview

Account-Based Marketing (ABM) focuses on tailoring personalized marketing efforts and messages to specific high-value target accounts, aiming to build stronger relationships and drive business growth.

In this campaign, we matched key online feedback review data (i.e., total reviews, # of replies, average monthly rating, average yearly ratings, etc.), which was already aggregated into our database, , to prospective brands. Once data was matched to a brand, it was reviewed/approved, and then a distribution list was built, scrubbed, and added to HubSpot.

Once in HubSpot, we would send personalized data-focused topics, , specific to their brand and overall feedback performance. This series was dynamic, meaning that depending on the engagement level or segmentation, leads received different content (either closer to becoming an SQL or continue as an MQL) accordingly.

As the lead continued through the series of emails, we would monitor, , their behavior (i.e., opens, clicks, replies, downloads, form-fills, page views, and much more). Thresholds, , were established to decide automatically on the next steps based on overall engagement:

• Too low – lead is not interested and removed from future outreach, .
• Average – lead is interested but not yet ready, so moved into other appropriate campaigns, .
• High – lead is sent over to sales for qualifying, .