What to do if HubSpot isn’t generating as many leads

We’ve all been there - you take on a new software, get stuck in creating content, setting up the tools, automating the essential tasks, and the leads start coming in. However, once you’ve been using it for a while, you might start to see your results plateau. Or worse, decline. 

In the wake of the coronavirus pandemic, many are noticing traffic drops, leading to less contacts. The issue isn’t necessarily due to your software, but there is a way to get your marketing efforts working not just harder, but smarter. 

1. Check your contacts 

The number one rule of working with a central CRM is to make sure that your contact list is up to date. Contacts that have opted out of communications, have changed roles, or have the wrong number and email address attached are both useless to your sales team, and taking up valuable space. 

Clearing out the old contacts can take some time, so carve out a day or two for you and your team to revisit the list. It’s a good idea to search for contacts with low engagement, who haven’t been responding to, or even opening, marketing emails. 

2. Revisit your marketing efforts 

Speaking of marketing, now is a good time to analyse and restructure your approach. If you have an in-house team, hold a meeting and get some ideas from the sales team. With everything that has changed in 2020, buyers have different needs and questions - which should be addressed in the marketing materials. It might even be a good idea to compile a list of common questions that your team is hearing at this time - they could make good pieces of content! 

If you work with personas, these should also be revisited fairly regularly. It’s not enough to just pick one and go - you need to be changing and tweaking these as the market changes. Factor in the new pains and challenges they’re facing, as well as possible job requirements that are shifting. 

3. Make sure you’re using the right tools 

HubSpot is great for keeping track of your sales, marketing and customer service simultaneously, but if you’re trying to use all of the tools sparingly, or focusing only on one or two, then you might run into issues. For example, HubSpot has a great social media tool, but if you’re still relying on posting manually, you’re not really taking advantage of this feature. It’s important to figure out which of the tools work for your business, and focus on the ones that matter. 

Check on the channels that are producing the most leads, and use the tools that are best suited for optimising these. There’s no point wasting energy on unproductive tools, but there’s definitely a reason to investigate the ones that work. 

4. Stay up to date on the latest features 

This is a big one, and it’s the easiest to forget! HubSpot automatically updates, meaning that you don’t have to constantly check for new things, but the frequent additions and improvements to the software often include new tools that can help you attract, engage and delight more leads. If you’re working with a HubSpot partner, they’ll know about any beta tools that you can trial in your portal, so it’s with checking in with them regularly to get the newest features. 

An easy way to stay up to date if you don’t have a HubSpot partner is to take on some training. It can be easy to fall into a rut with the software, and the only way to make sure that you’re staying informed about how the latest tools can impact your business is to take on regular training. Reach out to a few agencies to see who can offer this, or go directly to HubSpot to check out the courses they have on offer. Or hey, you could check out our training - we offer bespoke courses that are tailored to help your business get more leads - get in touch below!