ABM Overview - B2B Buyer Experience & Conversion Platform

Hushly's Continuous Innovation

Over the years Hushly has continued to innovate at a rapid pace by not only seeing market transitions well ahead of time but by creating new products to enter markets quickly. Hushly is now spanning across four large markets including Context Experience Platforms (CEP), Lead Generation, Account-Based Marketing (ABM), and Sales Engagement Platforms (SEP).

Account-Based Orchestration

What Is Account-Based Orchestration?

According to G2 Crowd, Account-based orchestration platforms provide one central place for businesses to manage account-based marketing efforts that are also built to align sales and marketings teams. These platforms assist companies in targeting accounts, executing account-based marketing (ABM) campaigns, and measuring and optimizing strategies. Account-based orchestration platforms provide unified account list management which prioritizes and segments a company’s targeted accounts. By leveraging these platforms, marketing and sales teams can focus on identifying and nurturing the most promising accounts for their business. Account-based orchestration platforms can also execute multichannel campaigns and are often also included in one or more of the following categories: account-based direct mail software, account-based advertising software, and account-based web and content experiences software. However, the software can provide account-based execution capabilities without providing a complete ABM platform.

Account-based orchestration platforms often utilize data from buyer intent data tools, which capture research around buyer journeys and signs of their purchase intent. This type of data can then enable account-based orchestration platforms to trigger coordinated account-based marketing efforts. Additionally, these platforms can pull in data from marketing account intelligence software, which develops a list of accounts that fit a user’s ideal customer profile by compiling insightful prospect data that goes beyond contact data. Many account-based orchestration platforms integrate with CRM software and marketing automation software so an ABM strategy can work smoothly with other sales and marketing initiatives., and device types (mobile & PC). We also put together some post-conversion analysis to give marketers a sense of where all the leads came from.

Hushly Account-Based Orchestration Capabilities

Hushly provides a complete orchestration of Account-based marketing campaigns with a combination of its native capabilities and API integration with various vendors. It enables b2b marketers to offer unique account experiences from any paid channel, traffic medium, referrer, and other criteria. Hushly customers can target accounts from a predetermined account list as well as “inferred” accounts that meet specific criteria, such as being in a particular buying stage (awareness, consideration, decision, purchase, etc.)

To provide a unique personalized experience, Hushly uses a combination of various data signals that include IP, company size, firmographic information, seniority level, company surge score, buying stage, intent score, and others.
 

One unique feature of Hushly’s ABM offering is that it can provide unique experiences to inferred accounts by tracking activities of anonymous visitors. Essentially Hushly’s customers can target anyone who comes to their website and determine if they are in-market and provide them with a custom experience by directing them to a dynamically created Hushly’s ABM page.

What's Possible With ABM?

Hushly's unique technology capabilities give b2b marketers a new and more modern way to execute demand generation and ABM strategies within a single platform. Hushly can provide account-focused microsites with dynamically changing content, graphics, videos, text, and more.

Giving every visitor in the account the feel of a 1:1 experience with vanity URLs while at the same time giving ABM marketers a scaleable way to create and published single pages that can scale to thousands of accounts while being able to dynamically change the experience for every visitor and account.

How Do you Blend ABM & Demand Gen?

Hushly uses AI and machine learning to enhance the content experience for every visitor who's engaging with Hushly-hosted content on your website. You can gate our ungate any content and selectively ungated content for specific accounts on your ABM pages so none of your target accounts need to ever fill in a form. 

Marketers can load target account visitors into Hushly and we can report directly on all the activity taking place at both the account level and visitor level through our in-depth analytics. We also have another unique capability to drop a visitor into a specific ABM microsite based on firmographic data, intent data, or other various triggers. This allows you to set up a single page and know that we've automated the routing of the traffic to the right account experience, buying stage experience, industry experience, etc. 

Hushly automation removes the human middleware and guesswork that plagues today's digital and ABM marketers.

Hushly ABM Page Authoring Tool

Robust, Simple, Easy to Use, and Scalable

When Hushly set out to create our ABM product we didn't take our existing products and software and put a new name on it. Instead, we listened to our customers, partners, and other ABM professionals across sales and marketing, and then we created an entirely new architecture knowing that everything we did needed to be able to be robust enough for enterprise-level ABM and simple enough that you don't need an engineer or ops person to do something. Lastly, it had to be easy to use and scalable enough to deliver rich account and visitor experiences across thousands of accounts.

That's what we created when we built our ABM Page Authoring Tool. It's extremely robust with authoring capabilities for layout, design, personalization, branding, templates, and so much more.

Hushly Account-Based Analytics

Measuring ABM Effectiveness

Results matter, no matter what marketing role you are in and no matter what function you represent. Hushly helps content marketers, demand generation marketers, ABM marketers, and field marketers. We built our platform with results in mind because that's how marketers know what's working. B2B Marketers use Hushly to measure account-based results and insights. Account percentage mixes are calculated based on the type of account as well as the sales stage (new, awareness, interest, engaged, and highly engaged) accounts belong to. These buying stages are calculated based on configurable business rules associated with each account contacts interaction activities of the ABM Campaign/s the account is in.

Hushly enables B2B Marketers to analyze account-based results on multiple levels

1. Across all accounts in aggregate.
2. Across all accounts in a particular ABM Campaign (Campaign Level).
3. Across all accounts of a specific ABM Page/vanity URL.
4. Drill down into a specific cluster/group of accounts to understand what’s happening within a set of accounts being targeted.
5. Drill down into an individual account to understand what’s happening within a specific.
   
   

Our AI engine is always looking at what actions are creating the most engagements, conversions, and how much download activity. If you take just those simple things you can slice that data by traffic source, device type, type of content viewed, engaged, and downloaded, which account, and who that visitor was (known and unknown). That example was just three vectors and there's any number of permutations you can do right inside the platform. Hushly dashboards deliver in-depth reporting down to specific accounts, people in the accounts, and what there doing, as well as high-level reporting across groups of accounts or what was the best converting source of traffic for which groups of accounts. The list goes on as to what you can extract from Hushly's dashboard and analytics. Finally, you can also integrate Hushly with your analytics platforms so your data can move where you need it.

Hushly Sales Assist

What Is Hushly Sales Assist?

Hushly Sales Assist is a Chrome Plug-in for Salesforce CRM. Hushly Sales Assist automates the delivery of web and content activity taking place on Hushly ABM microsites. Any activity happening on Hushly ABM microsites can be looked at in aggregate at the account level or visitor level. Sales reps and sales teams can take action with this Hushly Sales Assist Chrome plug-in to directly send account-specific URLs to employees within an account to provide those target accounts with a rich dynamic web page and content experience.

Joint Selling with Sales & Marketing

With Hushly Sales Assist you'll be able to keep your AE's and sales leadership engaged throughout the ABM campaign by allowing them to get real-time alerts on exactly which of their accounts are engaging with pages and content and what visitors are doing on those accounts pages.

Information is knowledge and when your sales reps are better informed about what interests their clients they'll be better armed and confident to have a more relevant conversation.