Inbound Marketing Insights

I was recently asked to contribute to an article on how to improve your lead generation potential with HubSpot to drive sales and marketing growth. I thought it would be helpful to share these tips since there are so many tools in HubSpot that it can often be overwhelming, especially if you're just getting started using HubSpot. HubSpot’s marketing tools are phenomenal for businesses to leverage the full breadth of digital technology while getting real-time integrated data to make better marketing decisions. While HubSpot has many ways to optimize your digital efforts, but it’s essential to understand the tools that will help you drive leads quickly since that is the goal of so many marketing and sales organizations. Here are 5 of the top tools that you need to be leveraging in HubSpot within the first 45 days to maximize the use and ROI of the technology.

1. Landing Pages
Landing pages allow you to request information from your prospects on a page that explains the content asset they will download. It’s a page that “gates” your content, so people need to give you some information before they can access your downloadable content.

2. Progressive Forms
On your landing pages, you will always want a form for people to input their information to access the downloadable content. On these forms in HubSpot, you can make them “progressive,” which means that the form can dynamically change based on who is visiting the form if they are already a contact in your database and the information they provide in real-time. This helps you gather the appropriate information while not making the form overwhelming for the prospect.

3. Reconversion/Thank You Pages
A Reconversion Page, or a Thank You Page, is where the prospect goes after submitting the form. This page gives them immediate access to the content asset and other helpful content to move them through the buyer’s journey. This could include related blog posts, another offer for a different piece of premium content, or connecting with your team.

4. Marketing Automation
Once this prospect is in your funnel, you can now market to them by email. Consider different ways through email marketing by sending them the most appropriate content based on their buyer persona and where they are in the decision-making process. HubSpot’s tools make this process seamless, and their recent updates to the workflow tools in HubSpot make it even simpler for marketers to set this up.

5. Quick Win PRO Tip: Pop-Up Forms
HubSpot has a great tool called “Pop-Up Forms,” which enables you to set up exit intent forms, slide-in forms, or drop-down forms. These are fantastic ways to generate leads quickly by providing them with a top-of-the-funnel offer before leaving the website. Here are some other helpful tips on leveraging these forms for your marketing.

This is certainly not an exhaustive list of everything in HubSpot, but these are the essential tools to help you maximize your lead generation potential using the tool. Need help getting started? Schedule an inbound marketing consultation where we can discuss your current campaign initiatives, strategy, and even the process you have outlined to make sure it's a success.