How to Use Demandbase and HubSpot to Unify and Scale Your ABM Efforts

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January 4, 2023

4 mins read

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How to Use Demandbase and HubSpot to Unify and Scale Your ABM Efforts

Orchestrating B2B campaigns without the right account intelligence can lead to a clunky, frustrating customer experience. 

Revenue-generating teams need to ensure that prospects receive the right content at the right time—but that’s hard to do when you’re relying on siloed data sets and fragmented marketing and sales motions. 

As a result, many sales and marketing teams are inadvertently working with blinders on. This account blindness causes them to miss opportunities while spamming active prospects with intrusive, irrelevant interactions. It also makes it harder for sales and marketing teams to unify around a shared list of accounts they care about. 

It’s a tough challenge for go-to-market (GTM) teams—but it’s a challenge that Demandbase solves with its go-to-market platform, Demandbase One.

Demandbase provides solutions that unite sales and marketing teams around rich, reliable Account Intelligence. And thanks to the Demandbase integration with HubSpot, you can achieve data consistency and improved GTM orchestration while still using your CRM of choice. 

HubSpot is an all-in-one CRM that powers sales, marketing, and customer care efforts for companies of any size across all industries. 

By connecting Demandbase with HubSpot, you can enable a variety of rich workflows that empower your revenue operations, sales, and marketing teams to grow predictable pipelines and close larger deals. This integration also lets you connect 1st and 3rd party data in one unified platform, so you can get a better view of your top accounts (and the people at them) and ensure your revenue teams are working off of the same information.  

Let’s take a closer look at how this integration can help you better align your CRM data and GTM needs. 

Give Your GTM Teams Better Visibility

One of the biggest challenges faced by revenue teams is aligning around the accounts they care about. And that challenge becomes all the more difficult when sales and marketing teams are working off disparate tools and platforms with inconsistent data.  

The Demandbase + HubSpot integration brings your marketing and sales data into a single ABM platform, which helps ensure that everyone is working off of the same info while sharing full visibility into their accounts and programs. 

Plus, having full access to your HubSpot CRM data within Demandbase (and vice versa) gives you the opportunity to use cross-object filters to create segments not possible in traditional marketing automation. So you can run campaigns more efficiently by automating multi-channel actions from one platform. 

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Take the Guesswork Out of Account Engagement

When a sales rep is swamped with accounts, prioritization is key—they have to determine which prospects to put at the top of the call list and which can wait. 

The highest-priority accounts are the ones that are actively engaging with your organization, whether they’re exploring your own website or searching for similar solutions on the web. And once a company starts giving off those signals, time is of the essence. 

The HubSpot integration allows Demandbase’s account-based marketing (ABM) platform to report on engagement activities that are tracked via HubSpot so you can understand how your most important accounts are engaging with you.

This added visibility helps reps make the most of their time by making it easier to prioritize their accounts and strike while the iron is hot (instead of wasting precious time on account research).

It also gives marketing teams an understanding of where accounts are in the buyer’s journey, so they can more accurately score accounts and follow up on key activities in a relevant way. In doing so, they’re able to connect the dots between account-based experience (ABX) programs and revenue and measure the true impact of their campaigns. 

This can even give your customer success teams a leg up by ensuring they’re informed going into customer interactions and helping them more easily identify cross-sell and upsell opportunities.

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Automate Your ABM/ABX at Scale

Scaling up your ABM/ABX program can seem daunting, but it doesn’t have to be. Demandbase helps B2B marketers manage omni-channel campaigns that target both people and accounts at scale. 

When you connect Demandbase with HubSpot, you can build a sophisticated demand engine that automates multi-channel actions in response to account engagement or other account signals (like purchase intent). 

Thanks to the added visibility Demandbase can provide, your marketing teams can run more efficient, effective campaigns that target the accounts you care about most. And since you can automate campaigns in response to account activity, you’ll always know you’re engaging accounts at the right time—with the right message.

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Data Consistency + Account Visibility = Better B2B

There can be a lot of waste in B2B: wasted time, wasted budget, and wasted opportunities. By using Demandbase and HubSpot, you can take advantage of increased visibility and cohesive data to drive meaningful interactions with less waste.

Learn more about how HubSpot and Demandbase work together to give revenue teams a comprehensive view of the accounts that matter—while making it easier to target them at scale.

If you’re looking for more content, check out this conversation between Demandbase CMO, Jon Miller and Hubspot’s VP of Platform Ecosystem. 

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Travis Breier

Sr. Product Marketing Manager, Demandbase

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