How to Use HubSpot’s Native ABM Capabilities

As B2B buying behavior rapidly evolves in the AI era, traditional lead-centric marketing strategies are no longer enough. To meet prospects where they are, and when they're ready, modern revenue teams are embracing Account-Based Marketing strategies that are powered by intent data, automation, and AI. The good news? HubSpot’s native ABM capabilities have advanced significantly, making it easier than ever to activate this strategy without relying on a patchwork of tools.

In a recent New Breed webinar, Rider Gordon (Senior Demand Gen Manager) and Ali Lipman (Principal Growth Advisor) walked through how to implement a powerful ABM motion using HubSpot’s built-in features. Below, we break down the approach.

Why ABM and Why Now? 

The reality of B2B sales in 2025 is that buyers today aren't moving linearly through the funnel anymore. They're consuming information from G2, Reddit, private communities, and Gen AI is helping them synthesize all that faster than ever. While buying cycles may take longer today, it is not because buyers aren't looking for your product or solution; rather, they've opted to do significant research ahead of landing on your website or owned channels.  Today's buyers are savvy and well-versed on the solutions they are looking for to solve problems.  

Rather than relying on form fills or cold outreach, ABM flips the script by focusing on high-fit, in-market accounts before they raise their hand. Itt’s about meeting buyers where they are in-market and researching and creating an experience that aligns with how they want to buy. 

3 Native HubSpot Features to Build Your ABM Engine

The ABM functionality is powered by Breeze and leverages New Breed’s AI-first framework utilizing HubSpot’s latest native tools:

1. Breeze Copilot: Set the Foundation

Before launching into tactics, it is recommended to set up your Brand Kit, Ideal Customer Profiles, and Product & Services in HubSpot under:
Settings > AI > Data Sources.

This configuration allows Breeze Copilot to tailor AI-generated content and suggestions to your specific ICP and messaging. As Ali put it:

“The Copilot is only as smart as the inputs you give it. Taking the time to define your voice, ICP, and offers ensures better AI output at scale.”

Take advantage of the buyer personas you've developed. At New Breed, we use personas like Marketing Marty, Demand Gen Dan, and Executive Erin to define goals, pain points, and messaging that maps to your real buyers.

Don’t miss the details: Watch the full webinar now to see exactly how to set up workflows and routing for ABM success in HubSpot.

2. Breeze Intelligence: Activate Buyer Intent

This tool identifies high-fit, high-intent companies before they fill out a form by analyzing web behavior, topic research, and intent signals.

“We’ve seen some of our highest-converting deals come from accounts flagged through Breeze Intelligence before they even converted,” said Rider.

To configure:

• Define your Total Addressable Market (TAM) in Marketing > Buyer Intent > Configuration

• Filter based on Visitor Criteria (e.g., visits to pricing page)

• Add Research Intent Topics (e.g., “HubSpot CRM migration”, “Marketing operations”)

Once set, you can automatically tag companies as target accounts, assign them to SDRs, and task reps to identify the buying committee.

3. Breeze Agents: Scale with Prospecting AI

HubSpot’s Prospecting Agent acts like a virtual SDR, identifying prospects, drafting personalized outreach, and managing follow-up.

You can configure your selling profile by syncing it with your website and content so the agent can mirror your positioning. This tool helps SDRs move faster without sacrificing personalization.

As Ali noted:

“It’s not just about scale. Breeze Agents help you intelligently scale by pairing your CRM context with AI-driven outreach.”

How to Get Started

1. Update Your Persona Documentation: Make sure your AI knows who it's selling to.

2. Outline Your Intent Criteria: What behaviors or topics signal a buying motion?

3. Align Your Marketing and Sales Teams: ABM only works when everyone works together.

HubSpot ABM is Ready: Are You?

The modern B2B buyer expects relevancy, speed, and personalization. HubSpot’s native ABM engine, when paired with intentional setup, can deliver on all three fronts. With these in-platform advancements, you no longer need 12 tools to run a great ABM program anymore. HubSpot, if configured right, does 90% of the job for you. 

At New Breed, we’re not just recommending this approach: we’re using HubSpot’s native ABM engine ourselves to identify high-intent accounts, personalize outreach at scale, and accelerate our own pipeline growth. The same tools and workflows we’ve outlined here are fueling our revenue team every day.

Want help building this strategy in HubSpot? Talk to one of our experts today.