We’ve been running inbound lead generation campaigns for years now, and we know that it’s not just a money in, money out equation. It’s a multitude of processes which, when brought together, create a continuous flow of leads for your business.
At the centre of any inbound lead generation process, you need effective management. Some people choose to do this manually and some people do this with a CRM. When we start working with a client, we always recommend they use marketing and sales automation platform HubSpot.
Why? Well, as a UK HubSpot agency we obviously have a bit of a vested interest, it’s true. We also know that HubSpot is more than a CRM system. It’s a lead nurturing and inbound lead generation engine, which when used correctly can increase your conversion rates and profits significantly. We understand that’s a big claim, but read on to discover why we are almost evangelical about HubSpot.
JAN 2017 UPDATE: We've made it! Six & Flow is delighted to now be a platinum tier HubSpot agency, the second agency in Manchester to earn this prestigious title. We also became the first officially Certified HubSpot Trainer agency in the whole of the UK, and one of only a handful in the world. Read more here.
How personas promote inbound lead generation
The biggest mistake that a company can make is to think of its consumers in generic terms. People are unique with a multitude of aspects to their personalities.
However, societies do create behavioural patterns. You can see these patterns across buying trends, search language and browsing behaviours. This is where inbound personas come into the mix.
Personas help you to create target groups and form detailed profiles of your audience, using both quantitative and qualitative data to form a picture of your prospective customers. When creating a persona, we split our narrative into the following key areas:
- Daily routines
- Working environment
- Level education
- Life perspectives
By establishing an understanding of your target audience to this degree, you add a new level of detail to your targeting, inform your interactions and improve your conversion rates when it comes to inbound lead generation.
So, you may be thinking “I can do this without HubSpot.” Well, yes you can, technically speaking. Speaking as a UK HubSpot agency though, it’s a whole lot easier if you use the platform. As an originator of the inbound movement, HubSpot has personas built into its CRM system. As we will explain later in this blog, having personas at the core of your inbound lead generation process is hugely beneficial for several reasons.
Lead nurturing – Segment, interact and deliver
Once you’ve established your buyer personas, you will have a great degree of understanding of your audience. But what’s the next step? Divide and nurture. As a CRM, HubSpot has all the normal data segmentation tools, as well as persona tagging, interaction sequencing and workflow automation. When combined, these tools help to form effective lead nurturing techniques.
In basic terms, lead nurturing is the process of developing meaningful relationships with leads and guiding them through the different stages of the buying process. You can do this by listening to their needs and wants, and providing them with the correct information at the right time.
HubSpot allows you segment your data in several ways, and integrates with many popular services to expand the scope of lead nurturing immeasurably. For example, an investment client uses an auto data list creator that uploads direct to Facebook and Google. This means that in line with the personas, we can deliver relevant content to consumers at each stage of the buyer funnel.
So how do we get these people to progress down this funnel? That’s where workflows come in. With workflows, you send content to your prospects, then depending on how they interact, they will automatically be sent more relevant content to guide them further down the lead funnel. As they interact with this content, they gain more information and so do you, as adaptive forms and smart CTAs collect information in a non-intrusive manner.
This means that by the time you speak to a consumer, your sales guys know a lot about them, and the consumer is also well-informed about the company. This leads to better conversations and higher conversions for your team.
Biddable and content - All under one roof
If you are running biddable media campaigns, HubSpot also allows you to bring all your ads under one dashboard. You can connect all accounts and merge existing data with HubSpot data. This combined view of everything allows you to see which ads generate the best volume, the highest quality leads and influence the overall ROI of your biddable inbound lead generation campaigns.
With HubSpot at the core of your biddable processes, you can do more of what works and less of what doesn’t. This visibility allows you to take campaigns to the next level, driving more conversions, and even combining ads with other inbound lead generation efforts. The end result is that you will be able to grow awareness and leads faster than ever.
The reason HubSpot works so well for inbound lead generation is that it not only works alongside existing activity, but is the perfect tool to combine all your activity within the inbound methodology. This not only increases your understanding of your client base, but allows you to use this information to increase your conversions and profit margins whilst reducing the workload of your sales team.
Explore inbound lead generation with a UK HubSpot agency
Like what you’re reading? Get in touch, and learn how we’ve created award-winning inbound lead generation campaigns for our clients. We also have a whole guide which shares the knowledge we’ve gathered as a UK HubSpot agency. Click below to learn more.