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In our previous session, we discussed "B2B Lead Nurturing and Sales Efficiency with HubSpot: Creating Collaborative Workflows Led by Marketing" focusing on marketing and sales initiatives to improve B2B sales efficiency.
Let's take a step further today.
Among those who have already implemented HubSpot, some may have experienced automation of certain tasks, smoother lead management, and improved email distribution.
Proper onboarding during the implementation phase increases HubSpot adoption rates, streamlines operations, and creates a noticeable improvement in work efficiency.
However, to truly achieve results in post-implementation operations, advanced knowledge and implementation are key.
Today, I'll introduce specific steps to refine your HubSpot utilization specifically for B2B sales.
1. Lead Segmentation and Scoring
In B2B sales, the "quality" of prospects (leads) greatly influences the success of business discussions and orders. Information as basic as "they've downloaded materials once" is insufficient for determining priorities.
This is where HubSpot's "segmentation" and "scoring" features become valuable.
Specifically, by analyzing and scoring lead behavior data from multiple angles—such as email open rates, number of website pages viewed, and whitepaper download frequency—you can identify truly engaged prospects.
For example, a lead who has opened multiple emails and repeatedly viewed product pages clearly shows higher potential than one who hasn't opened any emails.
By setting up weighted scores for different actions and reviewing them regularly, you can prioritize "targets that need immediate approach," dramatically improving sales efficiency.
2. Personalized Strategies for Key Accounts
In B2B contexts, it's not uncommon for a few major customers to support a significant portion of your business. These strategically important accounts require more attentive measures.
Refine your segments using HubSpot and incorporate techniques that create a sense of "special treatment" for major customers, such as individual email distributions or exclusive offers.
For example, if you're providing services for a specific industry, it's effective to publish case studies or solution guides addressing that industry's unique challenges on a landing page and send direct notification emails to target accounts.
What's crucial is not treating all prospects or existing customers the same way, but rather setting up different personas for each segment to optimize communication. Utilizing HubSpot's ABM (Account-Based Marketing) features can further strengthen your company-level approach.
3. Strengthening Collaboration with Sales Teams
How to transfer lead information accumulated by the marketing team to the sales team is a challenge many companies face.
In such cases, compile behavioral data and scores obtained through HubSpot into easy-to-understand reports for sales, and establish a system for regular sharing.
For instance, setting up dashboards for sales representatives to immediately access, with real-time views of hot lead lists and high-potential prospects, can be very convenient.
Furthermore, establishing a "feedback loop" that returns insights from the sales perspective to marketing is important.
By gathering information from sales representatives about factors influencing successful or unsuccessful deals and communication status with leads, marketing can improve nurturing scenarios and content, enhancing lead quality and nurturing effectiveness.
When this mutual collaboration functions properly, the synergy between "marketing and sales" creates a positive cycle that ultimately increases conversion rates and order rates!
Case Study: Company I's Approach
As a practical example, Company I fundamentally revised their lead nurturing flow.
They first refined their segmentation criteria and scoring rules in detail. By customizing email deliveries and content more precisely for each target, they achieved a 20% improvement in conversion rates shortly after implementing these measures.
This was largely because they were able to deliver appropriate information at the right "timing" when prospects began showing interest in their services.
While such operational fine-tuning may seem difficult to configure, once the system is established, you only need to continue improvements through PDCA cycles to further increase conversion rates. This makes it easier to maximize the benefits of HubSpot.
Summary
HubSpot is a powerful tool that can manage everything from lead nurturing to business discussions and orders in one place, precisely because it integrates CRM and MA platforms. However, when just starting out, you might wonder "where to begin."
Try the advanced utilization methods we've introduced today, such as segmentation, scoring, and ABM concepts, and optimize them to fit your company's B2B sales flow. Even small changes in your approach can potentially lead to significant results.
You can maximize implementation effects by combining work flows, operations, and features!