How to Generate Targeted Enquiries in HubSpot

Generating targeted enquiries is fundamental to achieving effective lead generation. It’s not just about increasing the quantity of leads—it’s about focusing on the quality of those leads. This becomes even more critical in B2B contexts, where personalisation and precision play vital roles in building relationships and closing deals.

Table of Contents

1. Why Generating Targeted Enquiries Matters
2. Using HubSpot Lists to Build a Targeted Audience
3. Creating Personalised Campaigns with HubSpot Sequences
4. Advanced Targeting with ABM Tools
5. Beyond Lead Generation: Building Lasting Relationships
6. Ready to Target the Right Enquiries?
7. FAQs

Why Generating Targeted Enquiries Matters

In lead generation, targeting is everything. Casting a wide net might increase lead volume, but it won’t necessarily result in higher conversions. Without proper targeting, businesses often waste resources chasing unqualified leads who are unlikely to convert.

Targeted enquiries focus on high-value prospects—individuals or businesses that align closely with your ideal customer profile. This approach improves efficiency, enhances the customer experience, and increases conversion rates. For example, if you’re a B2B software provider, targeting IT managers or CIOs ensures your message reaches the decision-makers who are more likely to act.

Additionally, targeted enquiries allow businesses to:

• Prioritise High-Value Accounts: Focus resources where they will yield the greatest ROI.
• Build Trust Through Personalisation: Tailored messages resonate more deeply, creating stronger connections.
• Optimise Marketing and Sales Efforts: Aligning strategies to target the right audience reduces wasted time and effort.

Using HubSpot Lists to Build a Targeted Audience

HubSpot’s list-building functionality is a cornerstone of its CRM. Lists allow you to segment your contact database based on specific criteria, enabling precise targeting. This segmentation ensures that your marketing campaigns are highly relevant and more likely to succeed.

Types of HubSpot Lists

1. Static Lists: These are manually created lists that don’t change over time. Static lists are ideal for one-time campaigns, such as event invitations or product launch announcements.
2. Dynamic (Active) Lists: Active lists automatically update as contact properties change. For example, a list of leads who have visited your pricing page in the last 30 days will remain current without manual updates.
   
   

Steps to Build a High-Value List

• Define Your Target Audience: Identify key characteristics such as job title, company size, industry, or geographic location.
• Apply Filters: Use HubSpot’s filters to refine your list further, including criteria like website activity, email engagement, or lifecycle stage.
• Review Regularly: Dynamic lists require periodic checks to ensure they remain aligned with your campaign goals.

A well-maintained list is crucial for ensuring that your messages resonate with the right audience, driving higher engagement and improving lead quality.

Creating Personalised Campaigns with HubSpot Sequences

HubSpot sequences are designed to automate personalised follow-ups, allowing businesses to maintain consistent communication with their leads. These sequences are particularly effective for nurturing high-value prospects, helping to move them through the sales funnel.

Building an Effective Sequence

• Step 1: Identify Your Goal: Decide whether your sequence is designed to educate, engage, or convert your leads.
• Step 2: Personalise Messaging: Use HubSpot’s personalisation tokens to include the recipient’s name, company, or specific pain points.
• Step 3: Test Timing and Content: Experiment with the timing and content of your emails to identify what works best.
  
  

Example of a Targeted Sequence

1. Day 1: An introductory email explaining how your product solves a specific challenge faced by the recipient.
2. Day 3: A follow-up email sharing a case study or testimonial relevant to their industry.
3. Day 7: A final email offering a free consultation or downloadable resource.

Using sequences strategically ensures that your leads feel valued and engaged, improving the likelihood of conversion.

Advanced Targeting with ABM Tools

Account-Based Marketing (ABM) takes targeting to the next level by focusing on engaging high-value accounts rather than individual leads. HubSpot integrates with leading ABM tools, enabling businesses to refine their strategies and achieve better results.

Key ABM Integrations with HubSpot

• Terminus: Offers detailed insights into account-level engagement, helping you identify and prioritise high-value prospects.
• RollWorks: Uses intent data to deliver multi-channel campaigns tailored to specific accounts.
• LinkedIn Ads: A powerful tool for B2B businesses, LinkedIn Ads allows you to target decision-makers with precision.
  
  

Benefits of Using ABM Tools

1. Enhanced Targeting: Focus on accounts with the highest potential value.
2. Personalised Campaigns: Deliver tailored messages that align with the specific needs of each account.
3. Measurable ROI: Track the impact of your campaigns on a per-account basis, ensuring clarity in results.

Beyond Lead Generation: Building Lasting Relationships

While generating targeted enquiries is essential, the ultimate goal is to build long-term relationships. Personalisation and consistent engagement play key roles in fostering trust and loyalty.

How to Build Trust and Loyalty

• Provide Value: Share insights, resources, and solutions that align with the prospect’s goals.
• Engage Consistently: Use tools like HubSpot sequences to maintain regular communication without being intrusive.
• Adapt to Feedback: Continuously refine your approach based on customer feedback and engagement metrics.

Building trust not only enhances customer satisfaction but also increases the likelihood of repeat business and referrals.

Ready to Target the Right Enquiries?

HubSpot offers everything you need to generate targeted enquiries—but the key to success lies in using these tools strategically. At AutomateNow, we specialise in helping businesses unlock the full potential of HubSpot. From building lists and sequences to integrating ABM tools, we ensure you’re set up for success.

Book a call today to discover how we can help you refine your lead generation strategy and maximise your HubSpot investment.

Frequently Asked Questions