If you are reading this, you are most likely a current HubSpot user, or you are on the fence about its potential. In either case, you probably work in your company’s marketing department or run your own business and want to generate more sales-ready leads. Well, you’re in luck! There are many great HubSpot lead generation tools and features that can help with that!
HubSpot has expanded over the years, and it can feel complex with the many tools at your disposal. If you’re feeling overwhelmed, you came to the right place. Here are some HubSpot lead generation tips and tricks that can help boost website conversions and keep a steady stream of new contacts coming in:
#1: Be Creative With Forms to Increase HubSpot Lead Generation Potential
If potential leads are bouncing from your website, chances are, you’re not capturing their attention. Using pop-up forms presents a moment to resonate with your visitors through a new content offer or useful piece of information without making them search for it. If they’re interested, site visitors can quickly turn into leads by submitting their information (most often an email address) in exchange for what you’re offering.
Whether they’re slide-in or pop-up forms, they allow you to communicate different things, including:
- Extra discount codes
- Blog subscription
- A new content offer such as a whitepaper or eBook
HubSpot makes it easy to add forms on any page – with the ability to change out what’s presented regularly and customize it to fit your brand’s colors and styles.
Simply go to Marketing > Lead Capture > Forms, select “Create form” and then select “Pop-up box” or whichever type of form suits your need.
The idea here, of course, is to design this “FYI” to be helpful and non-intrusive for your visitor. That’s why there are plenty of form style options to test in order to see which works as a better conversion spot. As we always say in business, if you can’t measure it, you can’t improve it, so experiment over time and see what works best.
The homepage is always a good starting point for form placement since it usually gets the highest traffic volume, but don’t discount the benefits of putting a form on a blog listing page or resources hub. The more relevant to your visitor, the more likely they’ll opt into communication with you.
#2: Synchronize Sales and Marketing With the Meetings Tool
HubSpot’s Meetings tool does more than give you another calendar to keep track of — it simplifies and streamlines your leads, too! Thanks to the customer relationship management (CRM) capabilities we all know and love from HubSpot, Meetings functions as both a lead capturing tool and scheduling powerhouse that syncs to your master contact record.
This is one of the most powerful HubSpot lead generation tools. It gives marketing departments full visibility into which prospects are having productive conversations with sales reps, and can continuously improve on what kind of traffic they want to attract. Closing that loop is truly what makes an agile team between marketing and sales, as the sales team benefits equally from tracking what interactions have led to contacts reaching out.
Go to Sales > Meetings to set yours up, and say goodbye to back and forth scheduling emails. Customize your date range, and how far in advance you want people to be able to book you out. It also integrates with Google and Outlook, so you can use the tool anywhere you interact.
Embed or place your link anywhere to increase your accessibility to others, including:
- Email signatures
- Website pages
- Landing pages
- HubSpot’s chatbot (with the integration)
- Automated email sequences
As an added benefit, you can customize what form fields are required for someone to set a meeting with you. Rather than just name and email, consider asking the reason for the meeting and their website URL for additional insights before the call. Not only does this add more context to their contact property, but on a practical level, you’re equipped with more information to actually help them with their inquiry.
Having your sales team set up with their own contact links will spread your influence and increase the chances of making that first connection.
#3: Personalize With Smart Content and CTAs
If you’re not already using smart content, you’re missing out on a plethora of lead generation possibilities through personalization. With smart content, you can customize website pages, landing pages, emails, and CTAs based on the different types of contact segmentation from your database using contact properties such as:
- by country
- device type
- referral source
- contact list membership
- and lifecycle stage
You can even create modules that follow smart rules.
The value of smart content lies in boosted engagement with your visitors and leads — by proxy increasing your click-through rates and conversions. Personalized email messages are, after all, 26% more likely to be opened than those without personalization.
Here’s an example from HubSpot’s blog:
By knowing John’s name, you’re able to successfully cater the message to something directly relevant to his needs. You can also do this with CTAs in an email sequence, so if a contact has previously downloaded an offer, it can generate the next one in the funnel they’d need based on their lifecycle stage.
Something to be aware of with smart content, however, is the need for a clean database and a sound strategy before changing things on the fly. If you don’t have a solid grip on your contacts and what they’re looking for based on what stage of the buyer’s journey they’re on, your content can become scattered and unhelpful.
Make the Most of Your HubSpot Lead Generation Potential
HubSpot’s proven itself time and time again to be a valuable CRM tool for marketers, salespeople, and everyone in-between for its agility and centralized analytics. Over the years, I’ve seen the platform continue to expand and grow in capability — but it’s equally important to zoom out and do a temperature check on what you could be using to optimize your efforts. Rather than use broad strokes, take time to focus on what will give you those quick wins, and build from there.
If you are interested in growing your business with HubSpot, download our free Growth Stack Guide to learn how we can help you get the most out of your marketing tools!