Account-based marketing that lands target accounts

Account-based marketing is a strategy that focuses marketing and sales on a defined set of high-value target accounts rather than a broad market — coordinating personalised campaigns and outreach so both teams pursue the same accounts with the same message.

Inbound and demand gen cast a wide net and let buyers self-select; ABM starts from a named list of target accounts and proactively engages them with tailored plays. Most teams run ABM alongside inbound, not instead of it.

Yes. HubSpot has built-in ABM tools — target-account properties, tiers, ideal-customer-profile scoring, account-based workflows and reporting — and we configure all of it, plus intent and engagement signals, so you can run and measure ABM natively.

It depends on your tier strategy: a 1:1 programme might focus on 10–50 strategic accounts, while 1:many can cover several hundred. We define the list from your ICP and your team's capacity to engage it meaningfully.

We report on account engagement, target-account pipeline and revenue, and progression through tiers — measuring accounts influenced and won, not just leads or clicks.