Harnessing the Power of HubSpot Target Accounts for Lead Generation

The ability to precisely target specific accounts is a game changer in the world of digital marketing. This is where HubSpot's Target Accounts feature comes in, providing a powerful tool for businesses using an Account-Based Marketing (ABM) strategy. As a HubSpot Platinum Partner, Velocity understands how to use this feature to generate leads and grow our clients' businesses.

Covered in this article

What are HubSpot Target Accounts?
Setting Up Your Target Accounts
Making the Most of HubSpot's ABM Tools
Working with Target Accounts
An Overview of HubSpot Target Accounts

What are HubSpot Target Accounts?

Target Accounts in HubSpot are high-priority companies identified based on their alignment with your brand and your ideal customer profile. These accounts are typically those that are most likely to convert and bring significant value to your business. By focusing on these accounts, businesses can achieve higher ROI, better alignment between marketing and sales (Smarketing), and acquire higher-quality customers.

Setting Up Your Target Accounts

The first step in utilising HubSpot's Target Accounts feature is to identify your high-priority accounts. This involves analysing your most successful customers and offerings to identify common traits. These traits might include industry, company size, annual revenue, and location. Once identified, these accounts can be classified into three tiers based on their alignment with your business strategy:

• Level 1: Companies that best fit your business.
• Level 2: Companies that are a good fit for your business but may not generate as much revenue.
• Level 3: Companies worth selling to but are not a priority.

Making the Most of HubSpot's ABM Tools

Once your target accounts are set up, HubSpot's ABM tools offer a wealth of features to help you monitor and manage these accounts. The Target Accounts dashboard serves as a command centre, providing visualisations of current target accounts, accounts with open deals, the value of those open deals, and accounts lacking a buying role or decision-makers.

Furthermore, HubSpot's ABM tools allow you to view recommended accounts to target, create contact and company lists for segmentation, and even create ads for your target accounts if you've connected your LinkedIn Ads account to HubSpot.

Working with Target Accounts

Working with HubSpot's Target Accounts feature is a dynamic process that involves several steps, each designed to maximise the potential of your account-based marketing strategy.

Identifying and Adding Target Accounts

The first step is to identify your target accounts. This process involves analysing your most successful customers and identifying common traits. Once you've identified these accounts, you can add them to your Target Accounts list in HubSpot. This can be done manually or through a company import or workflow.

Monitoring Target Account Metrics

Once your target accounts are set up, you can monitor their progress directly from your Target Accounts dashboard. This dashboard provides a high-level overview of your target accounts, including the number of target accounts, accounts with open deals, the value of those open deals, and accounts lacking a buying role or decision-makers. This information can help you identify which accounts need more attention and which are progressing well.

Interacting with Target Accounts

HubSpot allows you to interact with your target accounts directly from the dashboard. By hovering over a target account, you can access a dropdown menu that allows you to create tasks, create notes, view the company record, or remove the company as a target account. This makes it easy to manage your interactions with each account and ensure that no opportunities are missed.

Utilising ABM Tools

In addition to the basic features, HubSpot also offers a range of ABM tools that can help you maximise the potential of your target accounts. These include the ability to view recommended accounts to target, create contact and company lists for segmentation, and create ads for your target accounts if you've connected your LinkedIn Ads account to HubSpot.

Removing or Updating Target Accounts

Over time, you may find that some accounts no longer fit your target profile, or new accounts may become high-priority. HubSpot makes it easy to update your target accounts list to reflect these changes. You can remove a target account by updating their Target Account property to False, or add new target accounts by setting this property to True.

An Overview of HubSpot Target Accounts

HubSpot's Target Accounts feature is a powerful tool for businesses implementing an ABM strategy. By identifying and focusing on high-priority accounts, businesses can increase their ROI, improve alignment between marketing and sales, and acquire higher-quality customers. As a HubSpot Platinum Partner, Velocity is well-equipped to help businesses leverage this feature to generate leads and drive growth.