Top 5 HubSpot Features For Generating Quality Leads
Guess what’s the major challenge for any business? Of course, it has nothing to do with the brand of your watch or your PC you’re carrying in a business meeting. It’s just one thing around which the entire B2B market revolves. Yes, it’s ‘leads.’
Ask this from any CEO or salesperson in the B2B marketplace, you’ll get the same answer: generating sales qualified leads.
Probably because it’s an era where most buyers are now going online for their shopping needs. So, even if they have an amazing product or service and they are damn sure that people need it, they’re failing to generate leads.
Clearly, the competition is tough and it’s really crucial to ponder over the ways to succeed in today’s market. As without leads and new business enquiries, a company will struggle to generate any new business. No leads means a drought of sales opportunities, no sales opportunities mean no business revenue, and no revenue means no business growth or development. Well, the rest is obvious – You’re Doomed!
Ever wondered what might be the reason behind the scarcity of leads?
Also, are you sure you’re using the right techniques and tools for B2B lead generation?
Do you really know how to build a marketing strategy to recapture your customers now that they aren’t just walking through the door? Not quite sure about it?
No worries, HubSpot is here!
What exactly is HubSpot?
For those who don’t know, HubSpot is a company based out of Cambridge, Massachusetts which offers a full stack of software (of the same name—HubSpot) that includes a CRM, a Marketing Hub, a Sales Hub, a CMS Hub, and a Service Hub.
Let’s have a glance at how HubSpot defines its software. So, as per them:
“We’re an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers.”
Simply put, HubSpot is an “all-in-one marketing software” that provides tools that can help your company with blogging, SEO, social media, email, landing pages, marketing automation, and web analytics. You can choose to either integrate the software into your current website or build your company’s entire website on HubSpot—it acts as a content management system (CMS), as well.
Now simple, right?
You know what’s more important, to understand what HubSpot isn’t.
What Is HubSpot Not?
HubSpot is not the be-all, end-all solution it may appear to be.
Generally, people plan to purchase software and integrate it into their normal routine, with the expectation that it will make their day-to-day work easier.
However, when you purchase HubSpot’s software, you’re not just buying a piece of software. You’re buying into a methodology; one that’s going to add hours to your workload if you want to be successful. What’s more, this methodology, inbound marketing could very possibly go against everything you’ve ever known about marketing.
But just remember: organizations that are getting great results with HubSpot aren’t actually getting great results because of HubSpot’s software, they’re getting great results because of their efforts. HubSpot’s software is actually just making it easier for them to manage those efforts.
The marketing world is packed full of loads of different inbound software all promising to help your business. Sure, they might be great but there’s a reason HubSpot is the king of inbound marketing. Outdated tactics don’t work anymore and you need a breath of fresh air with buyers now in control.
To build an inbound marketing machine, you need to attract, capture, track and close qualified leads as they move from awareness to purchase. The fact that HubSpot lets you do all that in one product is a big plus.
They have such a strong top of the funnel content strategy that it fuels their conversions down the funnel with ease, either in the form of email newsletter subscribers or opt-in to one of their lead magnets.
HubSpot can help to connect your marketing and sales activity and is the perfect tool for aligning your marketing and sales teams. HubSpot allows you to streamline lead qualification, nurturing and subsequent handoff of leads from marketing to sales for engagement.
With that said, let’s have a look at the top 5 features of HubSpot that can help you in lead generation.
Top 5 HubSpot Features For Generating Quality Leads
Let’s dive in!
- Automated CRM database
The core of everything your marketing and sales team do involves HubSpot’s automated customer relationship management (CRM) database. HubSpot automatically updates customer profiles to track and measure each individual’s engagement and customer journey and moves them along their customer lifecycle when appropriate, giving your sales team a notification when they are ready to be approached.
This allows for a much more collaborative and holistic approach between your sales and marketing team, where everyone has access to the same sources of information and updates, and no contacts should slip through the cracks or be sent the wrong information.
- List segmentation
HubSpot allows you to group contacts in your database with similar qualities according to their customer profiles. These lists often become your buyer personas of ideal customers, or you can group contacts into lists when they have taken similar action, such as subscribed to a newsletter or registered for a webinar. Grouping contacts into lists allows your marketing team to send tailored messaging to these individuals, using wording and content that is of most relevance and value to them at that time.
You can create active lists, which automatically update with new contacts when they reach certain criteria – and in turn, these contacts will be automatically enrolled into relevant workflows with tailored content sent to them on an ongoing basis. Alternatively, you can create static lists, which are a snapshot of a specific group of people from a specific point in time, such as attendees of an event that you want to send specific follow-up content to.
This function also automatically enrols contacts into relevant marketing workflows when they are in the correct stages of their customer lifecycle or fit certain criteria because of their recorded industry, job title, or location. The detailed insights into engagement and prior communications with your business allow your team to make informed and data-driven decisions on the best way to communicate with each contact.
- Landing pages, web pages, and blogs
In Hubspot, you can create search optimised blogs, web and landing pages to inform your prospects of who you are and what you offer. You can write and optimise blogs to answer questions and provide information on everything that your ideal customer might be searching for, building trust and aligning with HubSpot’s inbound methodology. Hubspot can also help in effective landing pages to increase your conversion rate and actively encourage your website visitors to engage with your business and sign up to hear more from you. This is an amazing key to begin your relationships with prospects in an inbound way and adding them to your database.
You can also add calls to action (CTAs) to these pages to direct your visitor where you think would be most valuable or impactful to go next.
HubSpot enables an in-depth analysis of engagement with every page of your website, tracking page views, bounce rate, click rate, average time spent on a page, conversion rates, and more so that your marketing team can gain a thorough understanding of what content is of most interest to visitors and where resources should be focused.
- Email Scheduling and Tracking History
The email tracking tool delivers desktop notifications instantly when prospects open an email, clicks a link, or downloads an important document. A built-in activity stream automatically logs each lead’s history inside of your browser or HubSpot Sales. You can use this information to both personalize and optimize follow-up. Scheduling, meanwhile, can be done directly from your Gmail inbox. Scheduled emails are conveniently saved as drafts, so they can be edited at any point leading up to the designated send-off time.
The Takeaway/ Last say
The real benefit to using any of HubSpot’s tools is seen when they are used in tandem. The database is the basis of all things HubSpot, and when your company is using the Sales Hub, Marketing Hub and the Service Hub, you are able to share information across teams like never before.
For instance, if you were to compare HubSpot’s email tool to an outside platform that’s sole purpose is email automation, you will probably find that HubSpot’s tool doesn’t have as many specialized features. But the fact that HubSpot’s email tool integrates with the rest of the platform makes creating, sending and analyzing emails easier. This same principle reigns true for the rest of the HubSpot tools which allow all teams to streamline their tech stack and maximize efficiency in a single shared platform.
If you need any assistance with HubSpot management, implementation, or onboarding, feel free to contact us. Our certified professionals are always ready to help.