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Not all leads are created equal. In B2B sales, success isn’t about chasing as many leads as possible – it’s about reaching the right companies. That’s where Target Accounts in HubSpot come in – a feature designed to help you and your sales team focus on the customers that truly matter most.
What Are Target Accounts in HubSpot?
Target Accounts are at the heart of HubSpot’s Account-Based Marketing (ABM) functionality. It’s both a view and a strategy within your CRM where you define which companies are your priority accounts – the ones you want to win, nurture, and grow.
When you mark a company as a Target Account, HubSpot gives you a complete overview of every interaction with that company, a list of key contacts, insights on engagement, meetings, emails, and deals – as well as the ability to segment and automate outreach in a much more targeted way.
In short: it’s your strategic cockpit for your most important clients.
Why Target Accounts Are Crucial for B2B Companies
Many sales and marketing teams spend time on contacts that don’t fit their ideal customer profile. With Target Accounts, you can instead focus your resources on the companies that can truly grow your business, align your sales and marketing efforts, monitor engagement in real time, and track which accounts are showing buying signals – while measuring progress and identifying which companies are moving forward in the buyer’s journey.
How to Get Started with Target Accounts in HubSpot
1. Define Your ICP (Ideal Customer Profile)
Start by describing which companies you want to reach: industry, size, geography, technologies they use, and the problems you solve. HubSpot allows you to build lists based on these criteria.
2. Choose Your Target Accounts
Once you’ve defined your ICP, you can mark selected companies in your CRM as Target Accounts. You can do this manually or automatically via workflows – perfect if you’re working with a large number of prospects.
3. Identify Key Contacts
HubSpot helps you find the right people within each company – for example, decision-makers in sales, marketing, or IT. You can tag them by role and engagement level to tailor your communication accordingly.
4. Measure Engagement and Progress
HubSpot gives you a clear overview of how many contacts you have per account, meetings and emails, deal stages, pipeline status, and website activity. This makes it easy to see which accounts are heating up – and which need more attention.
5. Align Sales and Marketing
One of the biggest advantages of Target Accounts is how it breaks down silos. Marketing can run ads, emails, and content targeting the selected accounts – while sales gets real-time data on what’s working. The result? Less guessing, more collaboration, and more closed deals.
Bonus: Connect Target Accounts to LinkedIn
HubSpot integrates seamlessly with LinkedIn Ads. This means you can create Matched Audiences based on your Target Accounts – ensuring your ads are only shown to the companies you actually want to win. It’s a powerful way to combine inbound and ABM strategies.
Conclusion
Target Accounts in HubSpot help you think like a modern B2B company: focused, data-driven, and customer-centric. When you know exactly which companies you want to reach – and can track their engagement in real time – your marketing becomes more relevant, your sales efforts more precise, and collaboration across teams significantly stronger.
Ready to Get Started with ABM in HubSpot?
We’ll help you set up your Target Account strategy, build segmentation, and create automated workflows that drive real growth.
