ABR Orchestrated by HubSpot is the New Inbound CUSTOMERS

A Capability That You Thought was Too Expensive, Complex, and Disconnected is Now Available in HubSpot.

If you've ever been quoted on an ABM platform and walked away, you probably weren't wrong to.

Median annual spend on an ABM platform is $63,199, over five times what the average HubSpot customer spends on HubSpot in total, and a full program with data, media, and services runs $200,000 to $600,000-plus a year.

That price floor, not a lack of demand, is why roughly 90 percent of HubSpot's customer base has never had an affordable path into account-based marketing from any vendor.

Why as a HubSpot Customer You Should be Watching This space:

Ten named Account-Based RevOps plays are the alternative built to work inside HubSpot's existing data, channels and apps instead of adding yet another platform
The ability to start very small and scale quickly
New verticals other than Tech and FiServ are now open to account-based - all an app or a data call away

Account-Based, Without Buying a Second Platform - The Sea Change

Forrester deprecated the ABM Wave and replaced it with Revenue Marketing Platforms. Feature overlap, competition for internal budgets, and duplicate spend on data, content, and media are driving platform convergence.

"The proliferation of data and the shift towards buying groups have set MAPs and ABM platforms on a collision course." - Kelvin Gee, Forrester

HubSpot is Uniquely Positioned to Support You as a Revenue Marketing Platform

Operating Account-Based Motions from the MAP, CRM, and Service Hub creates a significant differentiator - you can now think of Account-Based around the flywheel - full customer lifecycle.
Data in one place, omnichannel activation (more on this later), powerful workflows, and having your sales and marketing in the same place lead to the opportunity for Signal-based Automated Agility - Sales and Marketing alignment in real time.

Full Customer Lifecycle + Sales & Marketing Aligned -> RevOps.

This creates the opportunity for the Next Inbound - ABR Orchestrated by HubSpot.

Revenue Marketing Platform is the software

Account-based RevOps is the strategy set.

ABR Beats ABM

ABR beats ABM on structure, not features.

One native data model across marketing, sales, and service: account/contact/deal/service history as the same object, not three clouds assembled or an overlay reaching into someone else's CRM.
The app ecosystem is a hard-to-emulate secret weapon: Affordable and easily connected apps bring bespoke data to serve specific verticals and deliver omni-channel activation. Additional verticals stretch the TAM, and the Enterprise wants omni-channel activation.
Ten named plays instead of one methodology: 01 Traditional ABR, 02 Blended ABR, 03 Extended Audience ABR, 04 Land and Expand ABR, 05 Tiered ABR, 06 Simple ABR, 07 Regional ABR, 08 Customer Loyalty ABR, 09 Account Reactivation ABR, 10 Conquest/Compatibility ABR.
SMB entry point: HubSpot already operates at a price point that ABM platforms can't follow. The 10 named plays provide an opportunity to activate account-based motions and get moving up the roadmap at very low cost and marginal effort.
A Partner Ecosystem that has proven its ability to learn, sell, and execute strategy at scale: The services for your partners when they move upmarket in account-based are considerable.
Signal-based automated agility: aligns marketing and sales around the flywheel.
Ten packages, not one methodology. A methodology ends the moment a client says no. Ten named plays are ten scoping conversations and ten statements of work.

Ten named plays give your partners ten scoping conversations and ten sellable packages instead of one bespoke ABM engagement, the same trainability that made Inbound scalable across the partner ecosystem in the first place. And two directions of growth open specifically for partners: extending down into SMB accounts a $63,199 median ABM platform price has always priced out, and extending across into verticals ABM never bothered to serve because it was priced for tech and financial services, not because accounts don't matter elsewhere.

Use These Opening Lines Internally to Explore Interest in Your Business

"Do you suppose there’s a list of companies that it would make sense to invest a bit in making them aware of what you do?"

No jargon at all. Almost every B2B leader says yes, because almost every one of them has that list in their head.

"If we could easily and affordably open up multiple channels of communication to these companies, all orchestrated from within your CRM, would that be of interest?"

Describes the motion without naming it. "Easily and affordably" answers cost and complexity before either is raised; "within your CRM" drops the differentiator in as an assumption.

"Do you have a minute? I can walk you through our account-based playbook. We can glance at 10 plays, and you may see yourself in one or more."

The handoff and a closer on a stalled account. Walk the client through the ten plays and see which one they recognise themselves in.

Underlying Forces - B2B Buying is Changing:

Buying groups are increasing in size, but the HubSpot ecosystem is still largely designed to gather, nurture, score, and sell to - leads. THIS HAS TO CHANGE.
Inbound is getting tougher, while traditional outbound channels, email and phone, are seeing increased friction.
94% of B2B buyers prefer omni-channel engagement.

Orchestrated, omnichannel outbound will become table stakes soon.

Watch the video above for details on how this all works.

About the author: Galen Dow

Founder: NewBreedRevenue.com, Elite Partner. Exit. ABR Epiphany
Started as a consultancy, grew into a regional B2B agency, cracked enterprise.

Founder: BrandGen.io

HubSpot-native programmatic advertising. It is mine, which you should know before you weigh anything I say next.

Founder: AccountBasedRevOps.ai
Agentification of ten named plays, orchestrated by HubSpot.

Partner / Advisor: RevvedAgents.com
HubSpot Agents that move the revenue needle.

Fractional CMO: AMPEDPipeline.com
Hands-on in the tools, co-selling with HubSpot.

Engineer / MBA, VP Sales & Marketing
Opened major logos at 6-7 figure opening orders: Dow, DuPont, Air Products and Chemicals, Eastman Chemicals. VP Sales and Marketing.

Founder: GoCaboodle.com
My young daughter stumbled into objectionable content on YouTube Kids.