How to enhance your ABM strategy with Exclaimer's CRM integrations

In B2B marketing, Account-Based Marketing (ABM) is highly effective for targeting high-value accounts and boosting conversions. Unlike broad marketing approaches, ABM focuses on specific accounts, crafting tailored experiences that resonate with targeted prospects. According to a study by the Alterra Group, 76% of marketers achieve higher ROI with ABM compared to other marketing methods. 

Running successful ABM campaigns requires consistent and relevant communication across all touchpoints, including email signatures, as email is the most widely used business channel. However, manually managing this at scale is nearly impossible. This makes Exclaimer's CRM integrations with HubSpot and Salesforce highly valuable for ABM and demand generation marketers. 

Exclaimer’s email signature management platform, when combined with HubSpot or Salesforce, turns every business email into a personalized, targeted marketing opportunity. One that reaches the right audience at the right time, and with the right message.

The role of CRM in ABM 

Before diving into the specific benefits of Exclaimer, it's important to understand how CRM systems fit into ABM. Customer Relationship Management (CRM) platforms like HubSpot and Salesforce collect detailed information on each target account, track interactions, and analyze behavior. This helps marketers group target accounts by common traits and tailor their messaging, a key strategy for successful ABM campaigns. 

With the data in place, integrating your CRM with other marketing and sales tools provides a unified customer view and increased the overall effectiveness of an ABM strategy. By automating data syncing and enabling collaboration, CRM integrations make it easier for marketers and sales reps to work together towards common goals. 

How Exclaimer enhances ABM by integrating with HubSpot and Salesforce 

With Exclaimer, every business email becomes an opportunity to deliver ABM messaging on a large scale. By linking with HubSpot and Salesforce, you can use your CRM data to craft personalized email signatures that deliver targeted content directly to your key accounts. 

But what does this mean in practice? 

1. Seamless integration for targeted messaging  

Exclaimer integrates with HubSpot and Salesforce, allowing businesses to effortlessly pull recipient lists from CRM platforms and apply tailored signatures.

Whether reaching decision-makers, nurturing leads, or engaging webinar attendees, Exclaimer ensures each email signature is fully optimized. Features like personalized banners, links, and CTAs will always be aligned with the recipient's profile and stage in the buyer’s journey. This targeted strategy boosts engagement and conversion rates by addressing specific needs and interests. 

2. Centralized control for consistency  

Exclaimer simplifies the management, updating, and control of email signatures for employees, departments, and devices, promoting a cohesive brand image that supports ABM messaging.

Its advanced rules-based engine allows for varied signature designs tailored to different CRM list criteria, enhancing messaging flexibility for maximum impact. 

3. Personalized email signatures at scale  

Handling personalized content across many accounts in ABM becomes straightforward with Exclaimer. By linking to HubSpot or Salesforce, Exclaimer automatically updates email signatures based on recipient details. This automation allows you to send targeted content like offers or event invites without manual intervention.

For example, specific signatures for different account lists can include event registration banners, maintaining relevance effortlessly. 

4. Smarter campaigns 

Exclaimer's CRM integrations allow email signatures to change dynamically based on recipient data. This enables highly personalized campaigns, where images, CTAs, or banners can vary for each recipient based on their CRM details or behavior.  

For instance, if an account is interested in a specific product or service, the email signature can promote relevant content or offers. You can also use our Campaigns feature to target promotional banners to the right audiences. 

5. Measure and optimize performance  

Exclaimer's CRM integrations connect directly to our email signature analytics suite, helping track and optimize ABM efforts. Marketers can measure campaign effectiveness, identifying which signatures boost engagement and drive conversions.  

By evaluating the performance of each email signature, you can keep improving your ABM campaigns to make sure your messages connect and deliver results. Key metrics like click-through rates and impressions offer a clear picture of campaign ROI. 

Exclaimer's CRM integrations in practice 

Let's explore three examples of how Exclaimer's CRM integrations elevate ABM strategies in practical situations. These highlight Exclaimer's ability to provide personalized, targeted messaging on a large scale. 

1. Target based on industry 

By linking Exclaimer with HubSpot or Salesforce, you can easily create unique email signatures for contacts in specific industries.

For example, if your business targets three main industries—finance, healthcare, and retail—you can set up different banners highlighting the benefits of your product or service in each sector. 

List criteria: 

• Prospect accounts belonging to specified vertical 

2. Targeting based on actions or lead score  

Use Exclaimer to create custom email signatures with targeted banners and messages based on actions or lead scores.

For instance, if a prospect attends a product demo or reaches a specific lead score, you can add an email signature banner with an onboarding promotion. 

List criteria: 

• Target specific stage in the buyer's journey 

• Target based on lead score 

• Target a specific trigger 

3. Target existing customers with cross-sell and upsell messaging 

With data from HubSpot or Salesforce, you can identify customers who have already purchased a specific product or service. This information allows you to display marketing banners that suggest complementary products they might like. 

List criteria: 

• Customer accounts with a purchase 

• Yet to purchase the product you wish to upsell 

Start using Exclaimer's CRM integrations today  

Exclaimer’s powerful integrations with HubSpot and Salesforce make it easier than ever to run successful ABM campaigns by turning everyday business emails into highly targeted marketing tools. With personalized email signatures, automated management, and detailed analytics, Exclaimer helps businesses deliver consistent, relevant messaging at scale. 

If you're a Pro Plan subscriber, you can easily activate in the Integrations section of our signature designer. If you're on our Starter or Standard plans, or using the legacy Signature Management Cloud package, and wish to upgrade, please reach out to our sales team. 

If you're new to Exclaimer, start your free trial or schedule an online demo to explore our CRM integrations with your email signatures.