Your Account-Based Marketing Blueprint with HubSpot
Utilising HubSpot
for Account-Based Marketing
Account-Based Marketing with HubSpot enables a structured ABM approach built around accounts, buying groups, and long-term revenue potential. It gives teams the ability to identify priority accounts, understand who’s involved in the decision-making process, and orchestrate personalised engagement across the entire lifecycle.
HubSpot’s ABM framework is designed to support how ABM actually works in practice, not as a campaign, but as an operating model.
With native account-level tracking, target account views, and custom properties, teams can align on who matters most before a single campaign goes live. From there, HubSpot makes it possible to tailor messaging, content, and outreach based on account tier, buying role, and intent signals, all within one connected platform.
The real advantage comes from process and visibility:
- Marketing can see engagement at an account level, not just individual leads
- Sales can prioritise outreach based on real buying signals, not guesswork
- Leadership can measure pipeline, deal velocity, and revenue influenced by ABM activity
Account-Based Playbook:
Understand, Engage and Retain the Modern B2B Consumer
Authored by Joana Inch, the best-selling author of 'Go To Market', this book provides a proven roadmap to help marketers understand, engage, and retain modern B2B buyers through tailored, impactful strategies.
ABM Precision
Built Into the Hubspot Platform
ABM works because it replaces noise with intent. Instead of spreading effort thin across hundreds or thousands of contacts, you focus on a defined set of accounts and the people who influence buying decisions within them.
HubSpot is built to support that level of precision.
It allows teams to work at an account level from day one, identifying target accounts, mapping buying roles, and tailoring engagement based on real behaviour and signals. This means your brand shows up as informed and relevant, not reactive. You’re addressing known challenges inside specific organisations, rather than pushing generic messaging and hoping it resonates.
Where many ABM programs fall down is execution. Personalisation at scale is difficult without the right structure, data model, and internal alignment. HubSpot solves this by embedding ABM directly into the CRM, rather than treating it as a bolt-on or campaign type.
With shared account views, role-based segmentation, and coordinated workflows, marketing and sales operate from the same source of truth. Engagement is visible across the entire account, emails, ads, content interactions, sales activity, making it far easier to prioritise effort and time where it will actually influence revenue.
HubSpot makes ABM measurable
7 Best Practices for Using HubSpot for ABM
Account-level reporting, pipeline attribution, and deal influence tracking allow teams to understand what’s working, what’s not, and where momentum is building. ABM stops being a “strategy you believe in” and becomes a repeatable, observable process tied directly to pipeline and growth.
This is where HubSpot moves ABM from a concept into an operating system, one that supports focus, alignment, and decision-making at every stage of the account journey.
Set Account-Level Objectives and KPIs
ABM in HubSpot starts with clarity. Instead of lead-based goals, define objectives at an account level, pipeline coverage, deal velocity, expansion revenue, or penetration within key accounts.
Use HubSpot’s custom properties and reporting to align KPIs across marketing and sales, ensuring success is measured by account engagement and revenue impact, not volume metrics.
Build and Tier Target Accounts Inside the CRM
HubSpot allows you to identify, tier, and manage target accounts directly within the CRM. Use firmographic data, lifecycle stage, intent signals, and historical engagement to prioritise accounts that align with your ideal customer profile.
Account tiers (1:1, 1:few, 1:many) then inform how much personalisation, effort, and investment each account receives, creating focus without over-engineering.
Personalise Engagement by Account and Buying Role
Effective ABM isn’t just account-based, it’s buying-group aware.
HubSpot enables segmentation by role, seniority, and influence, allowing messaging and content to be tailored to different stakeholders within the same account. This makes personalisation scalable and consistent, without relying on manual workarounds.
Align Sales and Marketing Around Shared Account Views
One of HubSpot’s biggest strengths for ABM is alignment.
Shared account timelines, activity views, and engagement insights mean marketing and sales operate from the same data. Sales can see what content is resonating. Marketing can see where deals are progressing or stalling. This removes guesswork and enables coordinated action.
Orchestrate Multi-Channel Account Engagement
HubSpot supports ABM across email, ads, content, sales outreach, and events, all tied back to the account.
This allows teams to design coordinated, multi-touch engagement that feels intentional rather than fragmented. Every interaction contributes to a single account narrative, rather than disconnected campaigns competing for attention.
Use Automation to Scale Without Losing Relevance
ABM requires precision, but it also needs scale.
HubSpot’s workflows, dynamic content, and automation tools allow teams to maintain relevance while reducing manual effort. From account-based nurture streams to sales task automation, processes can scale without diluting personalisation.
Measure, Learn, and Optimise at an Account Level
The final and most critical best practice is measurement.
HubSpot’s ABM reporting enables teams to track account engagement, pipeline influence, deal progression, and revenue contribution. These insights make it possible to refine targeting, adjust messaging, and double down on what’s driving real outcomes.
ABM becomes a living system not a one-off initiative.
$66million via
Account-Based Marketing for Lenovo
Tech Revolution stands as a trailblazing digital content platform created for Lenovo with Intel as a partner. It was curated for the mobile era, dedicated to furnishing IT decision-makers throughout the Asia-Pacific region with the latest tech insights.
Our milestones include:
- Demonstrating a tangible return on investment within a span of just 12 months.
- Earning the distinction of being recognised by LinkedIn's global content evangelist as one of the top 1% of content marketing sites globally.
- A nomination for the esteemed "Best Content Marketing & Collaboration" award, presented by mUmBRELLA Asia.
I've had the pleasure of being a client of Hat Media's and what I was really drawn to is their mindful approach. Immediately you are able to relate and connect with Jo (Head of ABM) and that lends itself to a positive foundation for a solid relationship. Jo is a visionary, constantly thinking and considering 'what's next'.
Charis Jamieson, AP Commercial Marketing Director at Lenovo