17 Ways to Get More Leads Using HubSpot (Full-Length Webinar)

The speaker, Alexa Zand, welcomes the audience to the Fly, B Fuel series, a marketing, sales, and service goal-oriented webinar series. She introduces herself as a certified trainer from the Simple team and emphasizes the series' aim to build awareness, generate leads, and provide the necessary fuel for marketing objectives. The webinar focuses on a common question from HubSpot clients: how to get more leads using HubSpot. The session's goal is to provide recommended methods and real-life examples to identify areas of opportunity for lead generation.

The discussion highlights the common misconception that HubSpot, once set up, automatically generates leads. This is clarified as not the case, as understanding the features and aligning them with the current marketing and sales strategy is crucial. The session aims to clarify what lead generation means, which is attracting and converting prospects interested in a brand, product, or service. It also addresses the challenge of generating net new leads and the potential of re-activating existing CRM contacts. The importance of understanding the customer's journey and the different types of leads (MQLs and SQLs) is emphasized.

The speaker critiques HubSpot's brief description of its lead generation tools, which include landing pages, forms, emails, reporting, and a CRM. They argue that this high-level overview is not very helpful for the actual lead generation process. Instead, the session delves into 17 specific ways to use HubSpot for lead generation, starting with the classic inbound marketing approach of offering valuable content to educate and attract potential customers. The effectiveness of lead magnets is discussed, with the speaker sharing their organization's success with proprietary research reports as lead magnets.

The speaker discusses the use of pop-up CTAs on high-traffic pages as an effective strategy for capturing leads. They emphasize the importance of contextually relevant pop-ups and provide an example of their organization's success with a newsletter sign-up pop-up. The speaker also introduces the new CTA feature in HubSpot, which allows for follow-up based on interest or event participation, illustrated with an example of event attendance-based follow-ups. The effectiveness of social posting on LinkedIn for lead generation is highlighted, with the speaker sharing their personal experience of generating new contacts through LinkedIn posts.

The speaker advises on optimizing blogs on HubSpot for search engine lead generation, using the platform's optimization checklist to improve blog performance. They introduce HubSpot's workflow templates as a tool for driving leads, describing them as recipes for automating specific marketing actions. The speaker also discusses the use of promo emails following specific page visits on a website, emphasizing the importance of timing to avoid appearing intrusive. The necessity of forms for capturing leads and the benefits of including a qualifying question in forms are also highlighted.

The speaker explains how syncing HubSpot data with LinkedIn ads can significantly boost lead generation. They provide a step-by-step guide on creating a company-based list in HubSpot and using it for targeted LinkedIn ad campaigns. The session also addresses the challenge of re-engaging unengaged email contacts, suggesting the use of personalized, one-to-one emails as a re-engagement strategy. The speaker recommends checking the 'Do not send to unengaged contacts' box in HubSpot to maintain high deliverability scores while cleaning the contact list.

The speaker discusses strategies for targeting specific lead groups, such as using LinkedIn ads and company-based lists in HubSpot. They also mention the importance of re-engaging unengaged contacts through personalized emails. The use of lead scoring in HubSpot forums for quizzes and lead activities is highlighted as a fun and engaging way to interact with leads. The concept of an indoctrination series is introduced as a method for quickly building relationships with new contacts, emphasizing the importance of proximity, value, and interaction in forming bonds.

The speaker emphasizes the importance of syncing virtual events like webinars with HubSpot for effective lead generation. They discuss the benefits of using HubSpot forms for webinar registrations and the resulting data on participant engagement. The speaker also suggests using HubSpot filters to follow up with webinar attendees based on their attendance and engagement levels, providing an example of how to nurture leads post-webinar. The strategy of using webinars to draw people onto an email list and then converting them through targeted content is highlighted.

The speaker discusses the use of HubSpot for easy touchpoints and follow-ups based on key interactions, such as post-event communications and content promotion. They share simple email templates for these interactions and emphasize the importance of getting leads back into the email system. The concept of generating leads through reviews and referrals is introduced, with the speaker explaining how to use HubSpot sequences to ask for reviews and referrals from satisfied customers. The idea of leveraging customer trust and satisfaction for lead generation is emphasized.

The speaker introduces the Pareto Analysis as a framework for organizing and prioritizing lead generation strategies. They suggest defining the lead generation strategy, identifying how HubSpot can be used to achieve it, assessing the effort level, and setting a timeline. The speaker advises looking at what's working versus what's not, exploring current HubSpot levels and potential upgrades, acknowledging time and resources, and seeking help when needed. The framework is presented as a tool for systematically approaching lead generation and maximizing ROI.