How Does TPG Design Forms That Support ABM Strategies?
For account-based marketing (ABM), forms can’t just collect names and emails. The Pedowitz Group (TPG) designs HubSpot forms to recognize target accounts, capture buying-committee context, and trigger account-centric plays so every submission advances the right opportunities in the right accounts.
Traditional demand gen forms treat every visitor the same. In ABM, that approach hides account context, buries buying-group signals, and slows down sales. TPG rethinks forms as part of an account-centric operating model: we align fields, copy, and workflows to named-account lists, territories, and plays. The result is a system where form submissions clearly show who is engaging inside target accounts, what they care about, and how close they are to opportunity.
How TPG Makes Forms Work for ABM
TPG’s ABM Form Design Playbook
We don’t just “pretty up” forms. TPG follows a structured playbook to ensure every form supports your ABM goals and HubSpot operating model.
Target → Map → Design → Orchestrate → Route → Measure
- Anchor forms to target account strategy: We start by aligning with your named account lists, tiers, and ABM motions (acquisition, expansion, renewal). This clarifies which forms support which plays—and which metrics matter for each.
- Map journeys and touchpoints by account type: TPG maps ABM journeys for priority segments (e.g., enterprise vs. mid-market) and identifies the form touchpoints that should drive meetings, workshops, and content engagement inside those accounts.
- Design field strategy for roles and buying groups: We define a standard question set for champions, influencers, and executives, then use progressive profiling so HubSpot collects deeper account context over time without hurting conversion.
- Orchestrate follow-up plays in HubSpot: TPG builds workflows so each key form is tied to a specific ABM follow-up motion—from 1:1 outreach sequences to multi-touch, multi-channel plays that include sales, marketing, and CS.
- Route by account, not by last touch: We route submissions based on account owner, territory, or ABM pod, ensuring that everyone engaging from a target account ends up in the same coordinated motion instead of fragmented queues.
- Measure ABM impact from form up: TPG builds dashboards that connect form submissions to account engagement, opportunity creation, and revenue. This makes it easy to see which forms and offers are moving the needle with top accounts.
ABM Form Maturity Matrix
| Dimension | Stage 1 — Generic Lead Gen Forms | Stage 2 — ABM-Aware but Fragmented | Stage 3 — TPG-Designed ABM Forms in HubSpot |
|---|---|---|---|
| Account Context | Little to no account identification; forms optimize for volume. | Some fields capture account data; not consistently used in routing or reports. | Forms explicitly capture and normalize account data to support targeting, routing, and ABM reporting. |
| Buying-Committee Insight | Role is optional or missing; everyone looks like a generic “lead.” | Key forms ask for role/title; usage varies across teams. | Standardized fields identify champions, influencers, and executives across accounts. |
| Routing & Plays | Submissions go to a shared inbox or generic queues. | Basic workflows route by region or product line. | Routing is account-owner and pod based, tied directly to ABM plays and SLAs. |
| Measurement | Only form views and submissions are tracked. | Some connection to opportunities; reporting is manual. | Dashboards show form → account engagement → pipeline → revenue for target accounts. |
| Optimization Cadence | Forms are updated infrequently and reactively. | Periodic cleanups; improvements are campaign-specific. | TPG and your team run regular ABM form reviews to test copy, questions, and placements based on account-level results. |
Frequently Asked Questions
How are ABM-ready forms different from standard lead gen forms?
ABM-ready forms are built around accounts and buying groups, not just individual leads. They collect data that helps you understand who is engaging inside target accounts, what problem they’re trying to solve, and what motion they’re in (land, expand, or renew), then use that data to drive account-centric follow-up.
Will ABM-focused forms reduce my overall lead volume?
Sometimes volume goes down—and that’s usually good. TPG’s goal is to increase qualified engagement inside target accounts, not inflate top-of-funnel numbers. You’ll trade some anonymous or low-value leads for more focused pipeline in the accounts that matter.
How does TPG connect ABM forms to sales workflows?
We co-design form strategy with sales and RevOps, then build HubSpot workflows, tasks, and sequences that match how account teams work. Demo requests from target accounts might trigger a different play than the same form from non-target accounts, so sales can prioritize intelligently.
Where does AI fit into ABM form design and follow-up?
AI can help score accounts, suggest next-best questions, and personalize outreach after form submissions. TPG uses your HubSpot data and AI frameworks to identify which accounts and submissions deserve human attention first—and how to follow up with account-specific messaging that accelerates deals.
Make Every Form Submission Count at the Account Level
TPG helps you turn HubSpot forms into a clear signal of account intent—so ABM plays are triggered faster, buying groups are visible earlier, and revenue teams focus on the accounts most likely to grow.