B2B marketing automation & HubSpot – a match made in heaven

Joakim Steenfos

14 Jul, 2022
Want to get ahead of the competition when converting visitors to leads? We'll teach you successful B2B marketing automation with HubSpot.

Do you want to get ahead of the competition when converting visitors to leads? Then HubSpot and B2B marketing automation are just what you need. Continue reading and understand why.

The modern buyer’s journey, both B2B and B2C, demands that companies present themselves with answers to any questions prospects may have. That is all things considered, difficult to accomplish, especially if you’re trying to do it manually. But automated, strategically founded, and well-timed messaging delivered to the right people at the right time can change that. And that’s where marketing automation with HubSpot takes center stage.

In short, HubSpot is a platform developed to help companies grow better, heavily focused on B2B marketing and sales. HubSpot ties together your marketing, sales, and customer service activities into one powerful yet simple platform, enabling you to capture, nurture and close leads through the funnel (and beyond). In the following, we’ll dive deeper into marketing automation and how you can get the most of HubSpot.

RELATED ARTICLE: What is HubSpot and can it help increase your B2B sales?

Marketing Automation

Marketing automation helps you, as you may have guessed, automate your marketing processes. Automation provides efficiency in capturing and nurturing your leads. You can personalize communication and create a setup that guides prospects through the funnel.

But how do you become successful? The answer is not as easy as it would seem. There are several different approaches. We have listed 3 of our favorites here.

1) Lead generation

Companies considering marketing automation often do so because they want a more efficient lead generation process. A large chunk of the sales budget is reserved for cold calling, events, and the like. These activities are often time-consuming and have a low ROI. And that’s exactly one of the areas where HubSpot excels.

The platform enables you to use your website activity in your lead generation. On top of that, it also allows you to track your leads and help define and pinpoint the hottest leads. This is done through several functions, e.g.:

  • call-to-action buttons
  • landing pages
  • forms
  • automatic follow-up emails

When a visitor signs up for your newsletter or downloads an e-book, basically fills out any form, the information is automatically stored in your CRM, with each individual created as a contact.

FURTHER READING: What is lead generation & how to use HubSpot for lead scoring

2) Progressive Profiling

When your lead generation is up and running, it’s time to enrich those contacts with even more information. That’s done with Progressive Profiling.

Progressive Profiling allows you to ask different questions each time a contact fills out a form on your website. You can even queue questions so that the form automatically contains a new question the next time a contact visits your website. This is a great way to gain knowledge of your prospects, to use in your communication and sales process.

FURTHER READING: B2B – a guide to customer segmentation via HubSpot

3) Lead nurturing workflows

Lead generation and enriched data are a necessity, but marketing automation comes into its own when you begin to push your leads through the funnel via lead nurturing workflows.

An automatic workflow can consist of several emails, sent at a certain pace (e.g. one a week), to a specific segment of your database. A workflow is triggered by the behavior of the specific lead. Those triggers could be when a contact:

  • fills out a certain form on your website
  • fits your ideal customer profile
  • shows interest in specific content on your website

You can have many different campaigns with different purposes, and everything happens automatically. That means that you don’t have to account for who received what and when. You can even set up triggers to end workflows when contacts meet certain criteria, such as:

  • signing up for an event or a webinar
  • being in contact with a sales rep.

The purpose of lead nurturing is to guide your prospects through the buyer’s journey simply and easily, all the while tracking their behavior and finding the exact time to reach out to them.

FURTHER READING: Use lead scoring in HubSpot to increase B2B sales

HubSpot partners can help

When doing marketing automation as a B2B company, it can quickly become complex. That’s why we always recommend consulting with a certified HubSpot Partner. Radiant has 20+ certifications and 10+ 5/5 reviews and we’re the highest-rated Danish Platinum Partner. We can help you with anything and everything with not only the technical and strategic approach but also operational and execution. We work with a unique Eco System, fully developed and integrated with all the platforms and tools to take your sales and marketing to the next level.

We’ve implemented this Eco System, very successfully, within SaaS, Tech, and Professional Services companies in the Nordics and the rest of Europe. This Eco System is at the core of our Sales as a Service. If you want to know more about how we help companies just like yours, check out our cases right here.

Do you have questions, or do you want to learn more about how Radiant can help you?

Contact us today and let’s talk about how you can reach your potential for growth.

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