How to Run High-Impact ABM Campaigns in HubSpot [2025 Guide]

What is ABM, Really? (And Why It's Still Winning in 2025)

ABM sounds fancy, but for a lot of marketers, it still feels vague.

Is it just sales outreach with a new name? Is it a martech gimmick? Or a strategy only enterprise teams can afford?

Even teams using HubSpot often default to lead-gen campaigns that look personalised, but still treat everyone the same. And in 2025, that’s a problem—because B2B buyers expect more relevance than ever.

Here’s the simplest way to think about ABM:

👉 Instead of reaching a thousand leads, you focus on 20 companies that actually matter.
👉 You align marketing and sales around those accounts.
👉 You connect with every decision maker using the right message, at the right time, in a way that truly speaks to them.

In today's corporate world, that’s not just smart,  but it’s actually necessary. The spray-and-pray approach is dying fast, especially as inboxes get smarter and buying cycles get longer. ABM works because it brings focus, depth, and personalisation into your go-to-market motion.

So, how does ABM work?

• Start by choosing your ideal accounts: These are high-fit companies based on industry, size, tech stack, or strategic value.

• Identify key people inside those accounts: Decision-makers, influencers, and blockers. HubSpot lets you tag them using the “Buying Role” property.

• Personalise the entire journey: From emails to landing pages to LinkedIn ads, tailor your messaging to speak directly to that company’s challenges.

• Engage across channels: Don’t just email—retarget them, share LinkedIn content, trigger workflows.

• Track engagement at the account level: HubSpot’s ABM Dashboard helps you see which accounts are warming up (and which need a push).

How HubSpot Powers Account-Based Marketing (Without the Overwhelm)

Most teams want to do ABM, but when it’s time to implement, things fall apart.

Sales has one list of “priority accounts,” marketing has another. Targeting is inconsistent, buyer roles are unclear, and personalisation ends up being just {first_name} tags in an email.

Tools like HubSpot promise end-to-end ABM, but many users only scratch the surface of what’s possible.

Here’s the shift: Don’t think of HubSpot as a campaign tool. Think of it as your ABM operating system.

Every high-impact ABM campaign depends on four key motions, and HubSpot supports each one out of the box. Let’s walk through how.

1. Setting Target Accounts

HubSpot lets you flag high-priority companies with the Target Account property.

You can upload a list of dream accounts manually, score them based on firmographic data, or create smart lists using filters like industry, employee count, or lifecycle stage.

Pro Tip: Use HubSpot’s Company Score to auto-prioritize accounts based on engagement, website visits, or deal stage.

2. Segmenting Buying Committees

In B2B, it’s rarely one person making the decision. HubSpot helps you map multiple stakeholders at each account using:

• The Buying Role property (e.g., Decision Maker, Influencer, Budget Holder)

• Custom properties like department, seniority, or pain point focus

This gives your sales and marketing teams a clearer view of who to contact—and how to tailor the message.

3. Personalising Emails, Ads & Workflows

You can create hyper-relevant campaigns inside HubSpot with:

• Smart Content on landing pages and emails

• Dynamic email sequences for different buyer roles

• LinkedIn Ads integration for retargeting decision-makers from your account list

Example: A CFO from a FinTech target account sees a personalized landing page with ROI-focused messaging, while their CTO sees a tech integration use case.

4. Tracking Account Engagement

HubSpot’s ABM Dashboard helps you monitor:

• Contact-level activity (email opens, page views)

• Account-level engagement (company visits, total contacts engaged)

• Sales touches, deal progression, and pipeline health.

Step-by-Step ABM Campaign Playbook in HubSpot

Run smarter campaigns that target the right companies, connect with the right people, and drive the right conversations—without overcomplicating the process.

Most ABM Campaigns Fail in the Execution

Let’s say you’ve identified your top 50 accounts, even synced them into HubSpot. Great start. But then what?

• Sales says, “We need better contacts.”

• Marketing says, “We need messaging that converts.”

• And leadership says, “Why aren’t we seeing pipeline?”

This is where most ABM efforts stall—not due to lack of tools, but lack of structured execution.

Most teams don’t fail because they don’t know what ABM is. They fail because they don’t have a repeatable playbook that turns strategy into action using the tools they already have—like HubSpot.

HubSpot Can Be Your ABM Engine—If You Build a Proper Playbook

The beauty of HubSpot is that it brings CRM, marketing automation, sales outreach, and analytics under one roof. But tools are only as good as your process.

To make ABM work in HubSpot, you don’t need hundreds of accounts or complex software integrations. You need a step-by-step campaign structure that aligns your teams and activates your highest-value opportunities.

Here’s that structure.

Your HubSpot ABM Campaign Playbook

1. Pick the Right Accounts

This is your foundation. Don’t skip it.

Start by identifying 25–100 companies that perfectly match your Ideal Customer Profile (ICP). Use a mix of:

• Firmographics (industry, company size, revenue, location)

• Technographics (tools they use)

• Behavioral signals (site visits, content engagement)

• Strategic alignment (logos you want for social proof, partner ecosystems, vertical plays)

In HubSpot:

• Upload or import these accounts.

• Tag them as “Target Accounts” using the default property.

• Use Company Score to prioritize accounts dynamically based on intent and engagement signals.

💡 Pro Tip: Use integrations like ZoomInfo or Clearbit to enrich company data and improve targeting accuracy.

2. Build the Buying Committee

ABM is not about a single decision-maker. It’s about the group.

In B2B, deals are rarely signed by one person. Use HubSpot’s contact properties to identify and categorize:

• Decision Makers

• Influencers

• Budget Owners

• Gatekeepers

• End Users

In HubSpot:

• Use the “Buying Role” contact property to assign roles.

• Add custom properties like “Pain Point” or “Tech Familiarity” to tailor messaging even further.

• Create static or smart lists for each role per account.

💡 Pro Tip: Don’t just wait for the sales team to fill in buying roles—use lead intelligence tools to help automate identification.

3. Plan Tailored Messaging That Speaks to Each Role

Generic messaging kills ABM. Relevance wins deals.

Craft messaging by segmenting not just by account—but by stakeholder type and funnel stage.

Your content and campaigns should map to:

• Industry Pain Points

• Role-Based Concerns (CFO vs. CTO vs. Ops)

• Buying Stage (Awareness vs. Consideration vs. Decision)

In HubSpot:

• Use Smart Content for dynamic email copy, CTAs, and landing pages.

• Set up persona-specific workflows based on buying role and engagement activity.

• Build content offers aligned with use cases relevant to each role.

💡 Example:
A Head of Operations at a logistics company might get a whitepaper on process automation, while the CTO receives a technical one-pager on integrations.

4. Launch a Multichannel Campaign

Don’t rely on email alone—surround your target accounts everywhere they hang out.

Effective ABM campaigns use a blend of:

• Email sequences (automated + one-to-one)

• LinkedIn Ads targeted to company and job title

• Website personalization based on company/IP

• Sales outreach triggered at moments of engagement

In HubSpot:

• Use Sequences for sales-led outreach.

• Set up Workflows for automated nurturing based on engagement.

• Integrate LinkedIn Ads for precise retargeting using HubSpot audiences.

• Add personalized modules to landing pages using Smart Rules.

💡 Pro Tip: Align with sales on messaging cadence—e.g., sales reaches out after a contact clicks on a specific campaign asset.

5. Monitor & Optimize Using ABM Dashboards

The best ABM campaigns learn and evolve. That’s where HubSpot’s reporting engine shines.

Use HubSpot's built-in ABM Dashboard or create custom reports to monitor:

• Engagement by account: Who’s visiting, clicking, or responding

• Contact activity: Email opens, CTA clicks, content downloads

• Pipeline by account: Deals created, deal stage velocity, revenue forecast

• Sales engagement metrics: Calls made, meetings booked, notes logged

In HubSpot:

• Create reports that combine account + contact + deal data for true account-level visibility.

• Filter reports by buying role or lifecycle stage to see which parts of your funnel need work.

💡 Pro Tip: Set up a weekly ABM review meeting using HubSpot dashboards to align sales and marketing on what’s working—and what’s not.

What’s New in 2025? Smarter ABM in HubSpot Starts Here

While the core principles of account-based marketing remain the same, ABM in HubSpot has evolved significantly in 2025. Thanks to smarter data, AI-powered workflows, and deeper integrations, marketers can now build highly personalized, scalable campaigns that actually convert.

Here are three of the most powerful ways to unlock the full potential of HubSpot ABM tools in 2025:

1. Use Intent Data + AI to Prioritize High-Value Accounts

One of the biggest shifts in 2025 is how ABM HubSpot users are leveraging intent data. HubSpot now integrates even more effectively with platforms like Bombora, ZoomInfo, and 6sense—allowing you to sync buyer intent signals directly into your CRM.

Combine that with HubSpot’s AI-powered lead scoring, and you can:

• Automatically highlight accounts showing increased buying signals

• Trigger workflows based on keyword research, competitor tracking, or web behavior

• Prioritize sales outreach when interest is at its peak

💡 Example: An operations lead at a logistics firm downloads two case studies and visits your pricing page. Your HubSpot ABM tools kick in—assigning a lead score, triggering a notification to sales, and launching a follow-up sequence customized by role.

2. Orchestrate Multichannel Journeys with LinkedIn + Email Sequences

One of the most exciting upgrades for ABM in HubSpot this year is the tighter integration between HubSpot ABM tools and LinkedIn Ads. You can now sync dynamic target account lists to LinkedIn Campaign Manager, enabling you to:

• Serve hyper-targeted content to decision-makers by role or lifecycle stage

• Automatically enroll engaged contacts into HubSpot Sequences for timely follow-up

• Retarget cold contacts and revive stalled accounts with coordinated touchpoints

💡 Workflow Idea: A CMO sees a HubSpot-managed ad on LinkedIn, clicks through to a smart landing page, and is then enrolled in a 4-step ABM HubSpot sequence with role-specific messaging.

3. Run Account-Centric Reporting with HubSpot’s Advanced Dashboards

Great ABM isn’t just about targeting—it’s about measuring what matters. HubSpot’s reporting engine has matured to offer account-based analytics dashboards that show:

• Account engagement across the full buying committee

• Pipeline progress by target account

• Sequence performance by job title or role

• Total influenced revenue per campaign

These HubSpot ABM tools allow RevOps, sales, and marketing to stay aligned on what’s working—so you can double down on what drives results.

💡 Key Metrics to Track:

• % of Target Accounts Engaged This Month

• Engagement by Contact Role (e.g., CFO vs. Director)

• Average Time from First Touch to Opportunity

• LinkedIn Ad Clicks → Email Reply Rate

Final Thought: ABM HubSpot Style in 2025

In 2025, ABM in HubSpot is more than just tagging companies and sending a few emails. It’s about using AI, intent signals, and multichannel personalization to meet buyers where they are—with messaging that moves deals forward.

Whether you're a mid-market team or an enterprise org, the latest HubSpot ABM tools let you build smarter, tighter, and more efficient ABM campaigns—without cobbling together multiple platforms.