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Play definition
Codified the account-based motions the team had been running by hand into ten named plays with defined entry conditions and outputs.
Inside the build of Account Based RevOps
Enterprise ABM platforms sell software and leave the execution to the customer, at six figures a year. HubXpert built the inverse: AI agents that run ten named account-based plays inside the HubSpot and Apollo stack a company already owns, with every send held for human approval. Built with Amped Pipeline and Market Vantage.
10
Named account-based plays built
6
Agent functions across the motion
0
Sends without human approval
THE PROBLEMS THE PRODUCT HAD TO SOLVE
The Challenges
Account-based marketing is not a new idea and the tooling is not new either. The problem was never capability. It was that the economics, the execution burden and the data location all pointed the same way, and every one of them had to be answered in the build.
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1
The platforms cost more than the motion is worth to mid-market.
Enterprise ABM tooling is priced for enterprise budgets. A mid-market company evaluating it is asked to commit a six-figure annual line item before running a single play, which is why most of them never start.
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2
Platforms sell software and leave the execution behind.
Buying the tool does not run the motion. Somebody still has to build the lists, write the sequences, place the air cover and read the results, and at most companies that person is already fully committed elsewhere.
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3
B2B buying stopped being one lead.
Deals are decided by groups of ten or more people rather than by whoever filled in a form. A motion built around a single contact record is aimed at a decision-maker who does not exist.
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4
Execution data ends up outside the CRM.
When the platform owns the data and the activity, the CRM stops being the system of record, reporting has to be stitched back together, and everything built is lost when the contract ends.
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5
Intent signals arrive in pieces.
Site visits, CRM intent data, ad engagement, email opens and social activity each say something partial about an account, and none of them ranks accounts on their own.
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6
AI sending on a company's behalf is a reputational risk.
Outbound goes out under the company's domain and the sender's name. Automating it without a human check exposes the brand and the deliverability of the whole portal, which is a risk no revenue leader accepts on someone else's promise.
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7
Partners cannot resell ABM without losing the client.
Most platforms sell services alongside the software, so a partner introducing one is handing over a client and hoping to keep the relationship. That makes the channel unusable.
"Every company I talk to already agrees they should be running account-based. They have agreed for three years. What stops them is not conviction, it is that the tool costs six figures and still needs someone to run it, and that person does not exist on a mid-market marketing team."
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AGENTS THAT RUN THE MOTION, NOT A DASHBOARD ABOUT IT
What we built
The build inverted the usual model. Instead of shipping a platform and leaving the work, the agents do the work and hand it back for approval. The portal is the platform, and the plays are named so a buyer can recognize their own situation instead of being handed a blank canvas.
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1
Ten named plays instead of a blank platform.
Traditional, Blended, Extended Audience, Land and Expand, Tiered, Simple, Regional, Customer Loyalty, Account Reactivation and Conquest. Each is a defined motion with its own entry conditions, so a buyer picks the one that matches their situation and starts there.
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2
Target-account lists built inside the portal.
Lists are ICP-filtered, enriched and tiered in HubSpot as one shared list, rather than exported to a spreadsheet that sales never opens. The list lives where the reps already work.
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3
Buying-group sourcing rather than single leads.
Agents source and map the real decision-makers across an account instead of treating one form submission as the opportunity. That is the structural change that makes the rest of the motion match how B2B deals are actually decided.
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4
Nine-touch multi-threaded sequencing, gated by approval.
Personalized sequences are queued across HubSpot and Apollo, and every send waits in an approval queue first. Nothing leaves under the customer's domain without a person releasing it.
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5
Omni-channel air cover.
LinkedIn, open web, video, CTV and streaming, direct mail and event geofencing, targeted at the buying group rather than at a broad audience, so outbound lands against accounts that have already seen the company.
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6
A composite intent score.
First-party site visits, HubSpot Buyer Intent, ad click-throughs, Apollo opens and LinkedIn engagement blend into one score that ranks accounts by real interest, bottom of the funnel first.
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7
Reporting in the CRM the CFO already trusts.
Meetings, pipeline and revenue are measured in HubSpot rather than in a vendor dashboard. The product does not grade its own homework, and the customer can audit any number back to a deal record.
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8
Nothing to lose on exit.
There is no migration to start and nothing to lose on exit. Data, execution and reporting stay in the portal, the commercial terms are month to month, and everything the agents build remains the customer's.
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9
Partner-safe by design.
No competing services are sold alongside the product, so an agency or a HubSpot team introducing it keeps the client and the credit. That constraint was a design requirement rather than a policy added afterwards.
We measure in the customer's HubSpot on purpose. If the number lives in our dashboard, we are grading our own homework and everyone in the room knows it. Putting it in their CRM means their CFO can audit any deal we claim, which is a harder standard to hold and the only one worth holding.
THE ARCHITECTURE, IN THE OPEN
Inside the Platform
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