Account-Based Marketing (ABM) is no longer just a buzzword — it’s an important strategy for B2B teams to target high-value accounts and shorten complex sales cycles. But how do you operationalize ABM effectively using HubSpot?

In this virtual HubSpot User Group event, we’ll dive into how to launch, refine, or scale an ABM program inside HubSpot.

What you’ll learn:

• How to structure your ICP and target account lists

• Leveraging HubSpot’s ABM tools (like target account properties, company scoring, and custom reporting)

• Personalization strategies across marketing, sales, and service

• Best practices for aligning teams and measuring success

Who should attend:

B2B marketers, demand gen managers, RevOps pros, sales enablement leaders, and anyone looking to build stronger pipelines with a more focused go-to-market approach.

Outline:

Why ABM for B2B

• When ABM is the right strategy

• Types of ABM

• How HubSpot supports ABM natively

Building an ABM Foundation in HubSpot

• Defining your ICP and firmographics

• Using target accounts, ideal customer profile fields, and company scoring

• Custom properties, workflows, and segmentation strategies

Marketing & Sales Alignment Tactics

• Shared dashboards and KPIs

• How to hand off accounts from marketing to sales

• Account-level personalization tips