Most B2B manufacturers know they should be focusing on high-value accounts. The challenge is knowing how to actually execute ABM without wasting time on unqualified leads.

In this two-part episode, we break down how manufacturers can win big with account-based marketing using HubSpot’s built-in tools. Host Michaela Ryan sits down with Justin Carey, Growth Consultant at protocol80, to walk through what a practical, effective ABM strategy looks like for manufacturers and how HubSpot supports it from planning through execution.

You will learn how to:

• Identify and prioritize high-value target accounts
• Align sales and marketing around the same ABM goals
• Use HubSpot’s ABM features to personalize outreach at scale
• Reduce wasted effort on low-quality leads
• Build an ABM program that actually drives revenue, not just activity

Whether you are new to ABM or looking to improve your current approach, this episode provides a clear, actionable framework tailored specifically for manufacturing marketers using HubSpot.

This episode is split into two parts for easier viewing. Be sure to watch both to get the full ABM playbook.

Ready to put ABM into action? Contact protocol80 to see how their team helps manufacturers plan, launch, and optimize ABM strategies in HubSpot. Visit https://www.protocol80.com/contact to get started.

Most B2B manufacturers know they should be focusing on high-value accounts. The challenge is knowing how to actually execute ABM without wasting time on unqualified leads.

In this two-part episode, we break down how manufacturers can win big with account-based marketing using HubSpot’s built-in tools. Host Michaela Ryan sits down with Justin Carey, Growth Consultant at protocol80, to walk through what a practical, effective ABM strategy looks like for manufacturers and how HubSpot supports it from planning through execution.

You will learn how to:

• Identify and prioritize high-value target accounts
• Align sales and marketing around the same ABM goals
• Use HubSpot’s ABM features to personalize outreach at scale
• Reduce wasted effort on low-quality leads
• Build an ABM program that actually drives revenue, not just activity

Whether you are new to ABM or looking to improve your current approach, this episode provides a clear, actionable framework tailored specifically for manufacturing marketers using HubSpot.

This episode is split into two parts for easier viewing. Be sure to watch both to get the full ABM playbook.

Ready to put ABM into action? Contact protocol80 to see how their team helps manufacturers plan, launch, and optimize ABM strategies in HubSpot. Visit https://www.protocol80.com/contact to get started.

AI is changing the way marketers create, optimize, and distribute content but not always for the better. In this episode, we dig into the double-edged sword of AI in B2B inbound marketing: how it can help speed up content creation without sacrificing quality or performance, and how misuse can lead to generic, ineffective work that blends into the noise.

We’ll explore best practices for integrating AI into your inbound strategy, separating hype from reality, and maintaining the human creativity and strategy that make great marketing truly stand out. Because in the future, the extremes won’t win. Those who refuse to evolve will get left behind, and those who rely on AI as a shortcut will fade into irrelevance. The marketers who thrive will be the ones who learn to work with AI, not because of it.