How HubSpot is Bringing ABM Directly into the CRM
Account-based marketing has long promised better alignment, higher-quality pipeline, and stronger revenue outcomes—but for many teams, execution has been fragmented across tools, data sources, and workflows. In this pop-up event, New Breed walks through the launch of HubSpot’s native ABM engine and what it changes for marketing, sales, and revenue operations teams.
Led by Ali Lipman, the session explores how HubSpot’s built-in ABM capabilities enable teams to move from lead-centric motions to true account-based execution, without relying on disconnected point solutions. You’ll learn how native ABM in HubSpot supports account targeting, buying committee engagement, measurement, and cross-team alignment, and how to think about adopting ABM in a way that fits your go-to-market strategy.
What you'll learn:
- Why traditional ABM execution has been difficult to scale
- What HubSpot's Native ABM engine includes, and what problem it's designed to solve
- How acount-based strategy connects marketing, sales, and RevOps in one system
- Practical guidance for teams evaluating or evolving their ABM approach
TOC
Table of Contents
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1 Why ABM Execution has been Hard
2 What HubSpot’s Native ABM Engine Unlocks
3 How to Think about ABM Adoption Inside HubSpot
1Why ABM Execution has been Hard
ABM as a strategy is widely understood, operationalizing it has been a difficult for many organizations.
Common barriers include:
- Fragmented tech stacks requiring multiple third-party ABM tools
- Misalignment between marketing, sales, and RevOps data models
- Lead-centric processes that don't reflect how modern buying committees operate
- Difficulty measuring success at the account level
This shift is a response to broader buyer changes: where personalization, trust, and multi-stakeholder engagement matter more than volume-based lead generation. ABM isn't a "nice to have," but a necessary evolution of go-to-market execution.
2What HubSpot’s Native ABM Engine Unlocks
A core focus of the session is how native ABM functionality inside HubSpot reduces friction and enables more consistent execution.
Rather than treating ABM as an overlay or add-on, HubSpot’s approach embeds account-based thinking directly into the CRM and marketing platform. This allows teams to:
- Prioritize and manage target accounts directly in HubSpot
- Align marketing, sales, and operations around shared account data
- Engage buying committees across channels with coordinated messaging
- Measure success using account-level insights instead of isolated lead metrics
Native ABM isn’t about adding complexity—it’s about simplifying execution by bringing strategy, data, and activation into one system teams already use.
3How to Think about ABM Adoption Inside HubSpot
Rather than positioning ABM as an all-or-nothing shift, think of it in terms of readiness and fit.
Key considerations discussed include:
- Whether your buyers purchase as committees and require multi-threaded engagement
- How your revenue teams currently define and prioritize ideal accounts
- The maturity of your CRM data and RevOps processes
- The importance of shared visibility and reporting across teams
Successful ABM adoption depends less on tooling alone and more on alignment around strategy, process, and goals, with HubSpot’s native ABM engine acting as the foundation that makes that alignment easier to maintain.
Frequently Asked Questions about
What problem is HubSpot’s native ABM engine designed to solve?
It’s designed to eliminate the fragmentation that often comes with ABM—bringing account targeting, engagement, and measurement directly into HubSpot instead of relying on disconnected tools and workflows.
Is HubSpot’s ABM engine only for advanced ABM teams?
No. The session positions native ABM as flexible—supporting teams at different stages of ABM maturity, from early account-based experimentation to more advanced, scaled programs.
How does native ABM change the role of marketing and sales?
It encourages tighter alignment by giving both teams visibility into the same account data, engagement signals, and priorities—making coordinated outreach and follow-up easier.
Does moving to ABM mean abandoning lead generation?
Not necessarily. The webinar highlights that ABM and lead-based motions can coexist, but account-level strategy provides a clearer framework for prioritization and measurement.
What role does RevOps play in ABM success?
RevOps is critical. Clean data, consistent definitions, and shared reporting are what allow ABM efforts to scale—and native ABM inside HubSpot supports that operational consistency.