Katya Tarapovskaia

Katya TarapovskaiaOct 16, 2026

4 days in Paris. 17,860 steps every day. 🇫🇷 Zero business meetings. Zero marketing dashboards to review. As a founder, marketer and mum of two toddlers, slowing down isn’t easy for me. We’re so focused on performance, metrics and ROI that we forget something simple: Not everything valuable needs a KPI. So I’m starting something small. Friday Five. Every Friday, I’ll write down five things that made me happy or proud that week. Big wins. Small moments. Personal victories. My first one: enjoying Paris without feeling guilty about everything I wasn’t doing. ❤️ What’s ONE thing you’re celebrating this week? Or make you happy? #FounderLife #WorkLifeBalance

Katya TarapovskaiaOct 21, 2026

Most ABM & GTM teams I work with want AI agents. Very few have built what those agents need to run on. Connecting Claude by Anthropic to HubSpot takes minutes. Getting Claude to understand your ICP, buying groups, sales process and GTM priorities takes real thought. That’s where the VALUE is. With context, Claude makes recommendations your sales team would actually act on. Here’s the order I’d build it in: 1. Set up the workspace. - Create separate Claude Projects for ABM, campaign planning and GTM intelligence. - Give each one clear instructions: role, audience, brand voice, expected outputs and decision rules. 2. Connect HubSpot with guardrails. - Use the official connector. Agree with RevOps what Claude can read, what it can update, and where a human signs off. 3. Build the GTM context. - Add your ICP, account tiers, buying-group definitions, lifecycle stages, win/loss history and campaign performance. - Most teams skip this step, and it’s the one that matters most. For one client, the shift took about three weeks. Their account list stopped being “who opened an email” and became “who has intent and a gap in the buying group.” Now sales asks for it every Monday. 4. Turn repeat work into skills. Start with three: – Account intelligence: priority accounts and buying-group gaps – Lead triage: fit, engagement and intent – Campaign intelligence: what’s working and what to do next ‼️ Define the inputs, outputs, quality checks and approvals for each. 5. Run a weekly GTM briefing before you build an agent. - Measure time saved, data quality, adoption and pipeline impact. - Fix the workflow first, then automate it. Yesterday’s HubSpot × Anthropic session with D'Ana Guiloff 🫶🏻, Kyle Jepson and Lina Ochman showed how much of this is possible today, even without a dedicated technical team (the link is in the comments). Where are you stuck right now: connecting the data, structuring the context, or building workflows people actually reuse? #AIMarketing #ABM #GTM

Katya TarapovskaiaOct 27, 2026

“Here are our 200 target accounts. Can ABM help?” Every ABM team has had this message from Sales. Few push back on what’s missing. That list answers one question: WHO. To act on it, you need three. -> WHO do we want to win? (ICP fit) -> WHY should we act now? (intent and buying signals) -> WHAT happens next? (owner, action, KPI) Sales brings the WHO. ABM adds the WHY and agrees the WHAT. Until then, it’s a list. Not a segment. Here’s how I operationalise it across ABM, Marketing Ops and RevOps: 1. Keep ICP stable. Layer signals on top. Fit changes quarterly. Intent changes weekly. Blend them and you get a “priority” list nobody trusts. And high intent ≠ sales-ready. 2. Agree every segment’s job with Sales. ICP fit + relevant intent + no open opportunity → routed to the account owner for review → measured on acceptance and opportunity creation. No owner, no action, no KPI? Don’t build it. 3. Separate activation from measurement. Live segments shift as signals change. Reporting has to remember which accounts entered the play, when, and under which rule. Otherwise you’re measuring a moving target. 4. Give each system one job. 6sense prioritises. HubSpot activates. Salesforce owns pipeline and revenue. When two tools both “own” an account, Sales trusts neither. 5. Let AI check the data, not invent the intent. Before launch, I run every segment through Claude to flag overlapping accounts, missing owners, CRM vs intent conflicts, and segments with no action or KPI. In most stacks I audit, that last one catches more issues than the other three combined. ‼️ My rule: If nobody can explain what happens when an account enters a segment, it isn’t ready for activation. 📕 Full guide in the first comment. When Sales hands you a list, what’s usually missing first: the why, the what, or the data to trust either? #ABM