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Case Study

Scaling ABM Strategy with HubSpot, Salesforce, and ZoomInfo

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Visual representing enterprise ABM roadmap strategy

4
M+

Contacts assessed for ABM segmentation and associations.

3

Roadmap for ZoomInfo integration, and ABM rollout.

100
%

Sales and marketing aligned on ABM scoring and engagement.

ALIGN & SCALE:

Designing a Targeted ABM Strategy for Global Growth

Company logo for ABM strategy case study

The Client 

A global cloud storage and backup provider with 300+ employees and over 4 million records in HubSpot and Salesforce was challenged with fragmented systems and inconsistent ABM execution. While managing both B2C and B2B segments, the company struggled to align marketing and sales around target accounts, intent signals, and buying committee engagement. They partnered with Aptitude 8 to design a comprehensive ABM strategy leveraging HubSpot, Salesforce, and an upcoming ZoomInfo integration.

The Problem

  • Fragmented Data: Only 10% of contacts were associated with companies; key firmographic fields were disabled since 2017.
  • B2B vs. B2C Mix: Significant volume of individual consumers complicated account-level scoring.
  • Limited Engagement Visibility: No consistent tracking of email engagement or high-intent clicks in Salesforce.
  • No ABM Framework: HubSpot’s native Target Accounts tool wasn’t sufficient for complex needs.
  • Integration Gaps: Upcoming ZoomInfo integration required planning for field mapping, intent data, and scoring models.
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    Limited Control

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Graphic showing ABM data alignment and integration challenges

The Solution

Aptitude 8 delivered a strategic ABM roadmap designed to unify systems, expand data visibility, and align sales and marketing. While this was a strategy-only engagement, the plan outlined clear phases for future implementation:

Phase 1: Foundation

  • Email engagement tracking with smart click triggers for high-intent content (pricing, demo, security).
  • Custom ABM properties and scoring models for tiering accounts.
  • Buying committee role mapping at the contact level.
  • Segmentation lists for Tier 1 and Tier 2 accounts.

Phase 2: ZoomInfo Integration

  • Salesforce field expansion to include revenue, employee count, industry, and intent signals.
  • HubSpot workflows to process ZoomInfo data for ABM tier assignment.
  • Intent signal triggers to prioritize high-value accounts.
  • Buying committee completeness scoring for account health monitoring.

Phase 3: Advanced ABM

  • Company association automation with HubSpot domain logic.
  • Multi-touch attribution dashboards across HubSpot and Salesforce.
  • Predictive account scoring models tied to engagement and revenue.
  • Cross-system reporting automation for marketing and sales leadership.
Illustration of phased ABM roadmap and engagement framework

The Outcome

The engagement produced a comprehensive ABM strategy and phased roadmap, giving leadership a clear path toward scalable, account-based marketing. Key outcomes included:

  • A framework for aligning 4M+ contacts into ABM tiers.
  • Defined custom fields, scoring logic, and workflows for ABM execution.
  • Clear roles for sales and marketing in engaging buying committees.
  • A phased ZoomInfo integration plan to enhance firmographic and intent data.
  • Future-ready reporting models to unify campaign attribution across Salesforce and HubSpot.

Although the implementation was not executed, the client left with a detailed strategy playbook, a blueprint for transforming fragmented systems into a scalable ABM engine.

Strategic Impact

  • ABM Clarity: Sales and marketing now have a defined strategy for tiering accounts and aligning roles.
  • Scalable Framework: A phased roadmap allows execution in manageable stages.
  • Data Readiness: System gaps and sync issues were identified, with solutions tied to ZoomInfo integration.
  • Future Attribution: Advanced reporting models were outlined to connect marketing campaigns to pipeline impact.
4M+
Contacts Segmented

Contacts prepared for account associations and ABM scoring.

90+
Custom Properties

ABM company and contact fields created for tiering and personas.

3
Phase Roadmap Delivered

Foundation, ZoomInfo integration, and advanced ABM strategy.

The Tools

New Tech Stack

Group 32

HOW WE SET YOU UP FOR SUCCESS

Next Steps

Through a strategy-first engagement, the client gained a comprehensive ABM roadmap without the risk of immediate implementation. The phased plan gave stakeholders clarity on system requirements, engagement scoring, and cross-functional alignment while preparing for ZoomInfo’s rollout. The organization now has a clear, actionable path to scale account-based marketing with confidence.





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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