HubSpot ABM Strategy for Event High-Value Targets

Phase 1: Defining Your Ideal Attendee Profile (IAP)

Before you send a single invite, you must define which accounts matter most. In HubSpot, navigate to Settings > CRM > ABM to activate your tools.

• Target Account Property: Mark high-value companies in your CRM with the "Target Account" property.
• Ideal Customer Profile Tier: Use HubSpot's Tier 1, 2, and 3 classifications to prioritize outreach efforts.
• Buying Roles: Assign roles such as "Decision Maker," "Influencer," and "Budget Holder" to your contacts.

Phase 2: Segmenting with Smart Lists

Create dynamic lists to monitor the engagement of your target accounts in real-time:

List Type	Logic Criteria
High-Intent Accounts	Target Account = True AND Last Page Seen contains "pricing" or "registration"
Unregistered Decision Makers	Buying Role = Decision Maker AND Registration Status = Null

Phase 3: The Multi-Touch Outreach Sequence

A single email won't cut it for VIPs. Use HubSpot Sequences to combine automation with a human touch:

1. Day 1: Personalized LinkedIn connection request.
2. Day 3: Value-driven email focusing on specific event sessions relevant to their industry.
3. Day 5: Soft-touch call or voicemail mentioning a mutual contact or shared interest.
4. Day 8: Exclusive invite to a VIP-only breakfast or networking session.