Introduction: The Power of ABM in a B2B World

As B2B buyers become more selective and buying committees more complex, generic marketing tactics simply don’t deliver the ROI they once did. This is why Account-Based Marketing (ABM) has become the go-to strategy for targeting high-value accounts. If your company already uses HubSpot or is considering it, you’re in a great position to implement ABM without expensive add-ons or third-party tools.

HubSpot’s built-in ABM features make it easy for both marketers and sales teams to identify target accounts, engage decision-makers, and personalize the buyer’s journey—all within a single platform.

This guide will walk you through everything you need to know about Account-Based Marketing using HubSpot in 2025.

What Is Account-Based Marketing (ABM)?

Account-Based Marketing is a strategic approach where marketing and sales work together to target specific high-value companies rather than casting a wide net. With ABM, each account is treated as a “market of one,” allowing for deeply personalized engagement that leads to better conversion rates and long-term relationships.

Key characteristics of ABM include:

• Identifying and prioritizing target accounts

• Tailoring messaging and campaigns to each account

• Aligning sales and marketing for seamless collaboration

• Measuring results based on account engagement and revenue impact
  

Why Use HubSpot for Account-Based Marketing?

HubSpot has grown far beyond a simple CRM or email platform. It now offers a powerful suite of tools ideal for modern B2B marketing strategies, including ABM.

Here’s why HubSpot is a top choice for ABM in 2025:

• All-in-One Platform: Marketing, sales, and service tools in one place

• ABM-Specific Features: Native properties, lists, workflows, and dashboards

• Easy-to-Use: No-code workflows and automation

• Flexible: Great for SMBs and scalable for mid-size B2B companies

• Strong Integrations: Connects with LinkedIn, Salesforce, ZoomInfo, and more

Key ABM Features in HubSpot

HubSpot offers several native tools that support ABM. These can be customized based on your campaign needs.

1. Target Account Management

HubSpot includes a “Target Account” property in the Company object. This allows you to tag key accounts and filter them easily across campaigns and reports.

2. Ideal Customer Profile (ICP) Tiering

You can create custom properties or use default ICP tiers (Tier 1, 2, and 3) to prioritize accounts by strategic importance or deal size potential.

3. ABM Lists and Smart Segmentation

Use dynamic lists to group:

• All target accounts

• Specific buyer personas within accounts

• Companies in specific industries or regions
  

This is essential for scaling ABM campaigns without losing personalization.

4. Custom ABM Dashboards

HubSpot’s pre-built ABM dashboards include:

• Target account engagement

• Open deals by ICP tier

• Contacts influenced by marketing campaigns

• Revenue attribution per account
  

These dashboards help teams focus on the metrics that matter most.

5. Personalized Email and Web Content

Using smart content, personalization tokens, and workflows, you can serve content tailored to company name, industry, job role, and more.

6. Sales and Marketing Alignment Tools

HubSpot makes collaboration seamless with:

• Shared timelines

• Automated task creation

• Real-time engagement notifications

• Slack or email alerts for key behaviors
  

Step-by-Step: How to Set Up ABM in HubSpot

Step 1: Enable ABM Tools

Navigate to Settings > Objects > Companies > Properties, and enable the “Target Account” property. HubSpot will also create custom reports and workflows specifically for ABM.

Step 2: Define Your Ideal Customer Profile (ICP)

Create filters based on your best current clients. Common ICP fields include:

• Company size

• Industry

• Revenue

• Location

• Technology stack

• Pain points
  

Use these filters to build your Tier 1, Tier 2, and Tier 3 segments.

Step 3: Identify and Assign Target Accounts

Using your ICP data, build a static or smart list of high-value accounts. Assign account owners (sales reps or marketing managers) for each one, and tag them using the “Target Account” property.

Step 4: Map Out Buying Committees

Within each target company, identify decision-makers such as:

• C-suite executives

• Procurement officers

• Department heads

• Influencers or champions
  

Use HubSpot contact properties and notes to map relationships and authority levels.

Step 5: Build Multi-Touch Campaigns

Use HubSpot’s Marketing Hub to create:

• Personalized email workflows for each ICP tier

• Smart landing pages and CTAs with account-level customization

• Content offers tailored to specific industries or pain points

• Ad campaigns through LinkedIn or Google Ads, synced via HubSpot
  

All content should feel uniquely relevant to each account or persona.

Step 6: Align with Sales Teams

Enable features like:

• Lead scoring based on account engagement

• Alerts when target contacts visit key pages or open emails

• Task creation when an account hits a milestone
  

Sales reps can use this data to prioritize follow-ups and nurture conversations.

Step 7: Measure and Optimize

Use ABM dashboards to track:

• Account engagement score

• Deal progression by tier

• Email open and click rates by account

• Marketing-influenced revenue

• Sales activities by contact and company
  

Refine your messaging and workflows based on this data to improve performance.

HubSpot ABM Example Campaign

Here’s a real-world campaign structure for a B2B SaaS company using HubSpot:

• Goal: Close 10 new Tier 1 accounts in the cybersecurity sector

• ICP: Companies with 200–1000 employees in finance or healthcare
  

• Campaign Assets:

  • Industry-specific eBooks and case studies

  • Personalized email workflows by job role

  • Smart CTAs on landing pages

  • LinkedIn retargeting ads

  • Sales call scripts tailored to compliance concerns
    

• Tracking Metrics:
  

  • Account engagement score

  • Meeting booked per account

  • Pipeline value generated

  • Closed/won conversion rate
    

Pros and Cons of HubSpot for ABM

Pros:

• Easy setup, especially for existing HubSpot users

• Great for small to mid-sized B2B teams

• No coding required for workflows or segmentation

• Strong out-of-the-box dashboards
  

Cons:

• Limited predictive analytics or AI compared to 6sense or Demandbase

• Customization may be limited for enterprise-level use cases

• ABM tools are better in HubSpot Professional and Enterprise tiers
  

How HubSpot Compares to Other ABM Platforms

Feature	HubSpot ABM	Demandbase	Terminus	6sense
CRM Integration	Built-in	Yes	Yes	Yes
Ease of Use	Very High	Medium	Medium	Low
AI/Intent Data	Basic	Advanced	Moderate	Very Advanced
Best For	SMBs, Mid-size	Enterprises	Mid-large teams	Enterprise ABM
Pricing	Affordable	Premium	Premium	Premium

 

Tips to Maximize ABM Success in HubSpot

• Start with a pilot campaign targeting 10–20 high-value accounts

• Use custom properties to capture niche data (e.g., renewal dates, tools used)

• Build sales enablement playbooks inside HubSpot

• Add chatbots or live chat for target account visitors

• Consider integrating with ZoomInfo or Clearbit for better data enrichment

Conclusion: HubSpot Makes ABM Accessible and Scalable

Whether you’re just starting out with Account-Based Marketing or want to refine your current approach, HubSpot provides a user-friendly and effective ABM solution. With built-in tools for targeting, segmentation, personalization, and reporting, you can run sophisticated ABM campaigns without needing multiple platforms.

If your business is focused on building deeper, more profitable relationships with fewer, high-value clients—HubSpot is one of the best platforms to support your ABM goals in 2025 and beyond.