"The Foundations": Master Account Based Marketing, RevOps and AI Agents with HubSpot

​Agenda:

Welcome and Introductions : Overview of Hubspot and ABM, including relevant topics

​1. How to get your business ready for Account Based Marketing?
- The question of how to prepare for account-based marketing often arises. There are numerous checklists and various steps to follow, depending on your business. In this initial session, we will explore these frameworks and checklists to determine if ABM is suitable for you. We won't try to sell you on ABM, assuming you already understand its benefits. Instead, we will concentrate on the operational aspects to ensure you are equipped to implement it in your business.

Topics:

• ​Organization Assessment Framework Required Resources & Tech Stack

• ​Budget Planning & Timeline Setting

• ​SaaS-specific Considerations (subscription model, product-led growth)

​2. Building and Maintaining Target Account Lists with Proper Data Structure and Scoring Models In HubSpot

​This session will dive into the practical aspects of managing Target Account Lists (TAL) within HubSpot, a crucial component of any successful Account-Based Marketing (ABM) strategy. We'll explore best practices for building, organizing, and scoring your target accounts to maximize sales and marketing alignment and drive revenue growth. Learn how to leverage HubSpot's features to prioritize high-value accounts and personalize your outreach efforts effectively.

​Topics:

• ​HubSpot's Target Account List (TAL) feature: Key functionalities, including adding accounts, viewing metrics, identifying potential accounts, and filtering options.

• ​Scoring models for prioritizing target accounts: How to build an effective scoring model, key data points to consider (fit with ICP, engagement, buying intent signals), and segmenting accounts into tiers.

• ​Data structures and best practices: Organizing accounts with hierarchies, maintaining data quality, defining your Ideal Customer Profile (ICP) and Total Addressable Market (TAM), and leveraging HubSpot workflows and lists.