---
title: HubSpot ABM Architecture & Company Properties
type: article
created: '2026-02-11'
updated: '2026-02-11'
source_docs:
- raw/2026-02-11-mark-121542727.md
tags:
- hubspot
- abm
- crm
- lead-generation
- architecture
layer: 2
client_source: null
industry_context: null
transferable: true
---

# HubSpot ABM Architecture & Company Properties

## Overview

This article documents the HubSpot setup used to support an Account-Based Marketing (ABM) campaign targeting the top 100 companies in a client's pipeline. The architecture covers custom company property creation, a phased workflow pipeline, agent-powered research enrichment, and the integration of per-company strategy documents directly into the CRM.

This approach was developed under time pressure to meet a March performance clause requiring 6–12 SQLs/month. See [[meetings/2026-02-11-mark-sebastian-lead-gen-alignment]] for full context.

---

## Target List

- **91 companies** loaded into HubSpot at time of meeting, targeting a round 100
- Companies ranked by priority; top 100 receive full ABM treatment
- Companies 101–500 are routed to the [[knowledge/sendgrid/cold-outreach-sequence|cold outreach sequence]] instead

---

## Company Properties

Custom company properties are created to support the ABM workflow. These properties store per-company research, strategy notes, and outreach status so everything lives in the CRM rather than in external documents.

**Property categories to create:**

| Category | Purpose |
|---|---|
| Research summary | Key facts about the company (3–4 page research doc condensed) |
| Target contact(s) | Specific person(s) to reach out to (and who to avoid) |
| Outreach strategy | Company-specific approach and messaging angle |
| Playbook stage | Current step in the ABM playbook sequence |
| Engagement status | MQL / SQL / No response / In sequence |

> **Note:** Properties are created via the HubSpot API (pulled via MCP server) rather than the UI to avoid page-by-page manual entry. This dramatically speeds up bulk operations.

---

## Phased Workflow Pipeline

The pipeline is adapted from a prior engagement (PaperTube) and follows a structured, sequential flow:

```
1. Research Document
      ↓
2. Email Template Selection
      ↓
3. Per-Company Strategy
      ↓
4. Push to CRM (HubSpot)
      ↓
5. Client Executes Playbook Steps
```

### Phase Details

**Phase 1 — Research Document**
- Agent-powered web search generates a 3–4 page research document per company
- Covers company background, relevant pain points, and opportunity framing
- Written to a standard template for consistency

**Phase 2 — Email Template**
- A library of email templates is prepared and mapped to company type/strategy
- Templates are stored in HubSpot sequences but sent from the client's personal inbox (not bulk send)

**Phase 3 — Per-Company Strategy**
- Each company receives a specific strategy note: who to contact, what angle to use, what to avoid
- This is the key differentiator from generic outreach — ABM requires direct, personalized contact

**Phase 4 — Push to CRM**
- All research and strategy data pushed to HubSpot company records via API
- Target: complete for all 100 companies by 10:00 AM on day of client call

**Phase 5 — Client Executes**
- Client follows a step-by-step playbook within HubSpot
- Each step is marked complete before advancing
- Emails are sent from the client's own mailbox to preserve deliverability and personal tone

---

## Contact Enrichment Strategy

- Contacts are enriched on a rolling daily basis
- Enrichment identifies the correct decision-maker per company (and flags contacts to avoid)
- Data is pulled via HubSpot API and processed in bulk rather than through the UI

---

## Supporting Assets

The following assets are referenced within HubSpot company records and the playbook:

- **ROI Calculators** — 4 built and tested, linked per relevant company type
- **Case Studies** — "Collections Journey" case study and others available as email attachments or links
- **Playbook Document** — Step-by-step instructions with email templates; client self-executes

---

## ABM vs. Cold Outreach: Routing Logic

ABM and cold outreach are intentionally separated:

| Segment | Method | Owner |
|---|---|---|
| Top 100 | Manual ABM playbook via HubSpot | Client (guided by playbook) |
| 101–500 | Automated cold outreach via SendGrid | Asymmetric team |

Leads from the cold outreach sequence can be promoted into the ABM process if they show sufficient engagement (e.g., 3+ email opens triggers a direct sales rep contact; if they respond positively, they are moved into ABM). See [[knowledge/sendgrid/cold-outreach-sequence]] for the full lead handoff logic.

---

## Blockers & Dependencies

| Blocker | Impact | Resolution |
|---|---|---|
| HubSpot company properties not yet created | Cannot store per-company research/strategy in CRM | Create via API — in progress |
| GoDaddy / GSC access missing | Limits SEO strategy development (separate track) | Sebastian to obtain GoDaddy login |

---

## Related

- [[meetings/2026-02-11-mark-sebastian-lead-gen-alignment]]
- [[knowledge/sendgrid/cold-outreach-sequence]]
- [[knowledge/seo/site-health-and-canonical-errors]]