How to Use HubSpot Lead Scoring to Streamline Sales

How to Use HubSpot Lead Scoring to Streamline Sales

How to Use HubSpot Lead Scoring to Streamline Sales

The benefit of investing in inbound marketing is, if you’re doing it right, you should see leads start to flood in. And while your sales team is grateful for all of the leads coming directly to them, it can be pretty overwhelming to look at a huge list of contacts and decide where to start. 

That’s where lead scoring comes in. Lead scoring, as we’ve talked about before, is the process of assigning value to each lead you generate. It’s a tool and tactic that sales teams use to separate great, warm leads from those that aren’t quite ready to make a purchasing decision yet. 

If you’re new to lead scoring, I’d suggest you check out our intro to lead scoring blog. There, you’ll find plenty of info about what lead scoring is, and how you can implement it effectively.

Then, come back to this blog, where I’m going to show you exactly how to use HubSpot’s lead scoring tool to segment your list of contacts so it’s easy for sales to focus on those high priority leads who are ready to make a purchasing decision. 

Here’s a look at our agenda for this blog. Feel free to jump right to the How-To sections if you’re already familiar with HubSpot’s lead scoring tools. 

New call-to-action

What is HubSpot Lead Scoring?

HubSpot lead scoring is just lead scoring made simple through your HubSpot CRM. HubSpot lead scoring is included starting at the Professional tier, and is available in two distinct versions: 

HubSpot Lead Scoring

Available to most HubSpot subscriptions, standard HubSpot Lead Scoring allows you to automatically assign values to a contact based on both negative and positive attributes. I’ll get into the “How To” in the next section on Implementing HubSpot Lead scoring, but this tool allows you to take control of your contact list by selecting what attributes are most important to your sales team when it comes to indicating a qualified, motivated prospect. 

HubSpot Predictive Lead Scoring

HubSpot Predictive Lead Scoring is available to those on the Enterprise Tier. It’s an automated feature that analyzes all of the data on the contacts in your CRM, and uses that information to automatically score leads. 

The best part of HubSpot Predictive Lead Scoring is that it’s constantly learning. 

As you get new contacts and as contacts close in your CRM, HubSpot continues to compile that data and improve its lead scoring capabilities. If you want to learn more about how HubSpot Predictive Lead Scoring works, and how to use it to streamline sales, jump down to this section.

Now that you have a general sense of the lead scoring tools that HubSpot offers, let’s take a closer look at how to use both HubSpot’s manual lead scoring and predictive lead scoring tools. We’ll start with manual lead scoring, offered to all Professional and Enterprise subscriptions.

New call-to-action

How to Implement HubSpot Lead Scoring

To implement HubSpot lead scoring, you first have to know what makes a good lead. 

Talk to your sales team, look at the data you’ve got in your CRM, and consider interviewing a few customers to see what attributes make for a great, motivated lead. I’ll give you a few examples as we work through this step by step. 

Once you have an idea of what a good lead looks like, it’s time to set up HubSpot lead scoring in your HubSpot portal. 

1. Click the Settings gear in the top-right menu bar of your HubSpot portal.

2. Navigate to the Properties tab on the left side of your screen.


3. Browse or search for the “HubSpot Score” property.


4. Click Edit

At this point, HubSpot will pull up a form that looks like this. 


Now is when we really get down to the lead scoring. 

You’ll see you have the option to add either positive or negative attribute sets. Let’s look at a couple of examples here: 

Setting Positive Attributes

Let’s say your sales team really wants leads from companies who make over a certain annual revenue. Here’s how we would set that up: 

Positive Attributes_Lead Score
  1. Click Add New Set
  2. Click Company Properties

3. Click Annual Revenue

Choose the revenue number that best suits your ideal lead. HubSpot offers a range of options, like “is greater than”, “is equal to”, or “is less than”. 

Positive Attributes_Set Score

Once you’ve chosen your ideal Annual Revenue, assign that attribute value by clicking on the little pencil next to “Score”.

EditScore_Lead Score

The value should make sense for the attribute. For example, if this contact fits your ideal revenue range AND fits your buyer personas, you might give that ad set a higher score, like a 2 or 3 to indicate to your sales team that this lead is a great fit. 

Once you’ve assigned a score to the attribute, click Apply Filter, and your HubSpot Score will go live. 

Setting Negative Attributes

The steps to add negative attribute sets are exactly the same as positive attributes. Negative attributes are assigned negative scores, rather than positive scores. 

For example, let’s say you don’t work in a certain region. You can assign a negative score to any contact that comes in from a region you don’t serve. This will bring their score down, so they’re not a top lead in your sales contact lists. 

Understanding HubSpot Lead Scoring “and” & “or” Sets

The last thing I want to touch on in this section is building stacking attribute sets. 

HubSpot offers both “And” and “Or” options that you can apply to your positive and negative lead scoring attributes. 

When you use “And” between two attributes, that means a lead must have both of those attributes to receive the score. 

For example, let’s say you have two positive attributes — one on annual revenue, and one on personas. 

If a lead fits into one of your personas and fits into your annual revenue, then they will receive the positive score. But, a lead who only has one of those attributes won’t get the additional lead score points. 

If you’d like that lead to get credit for just fitting into your buyer persona, you’d want to use HubSpot’s “Or” option instead. 

Your new positive attribute set would read, “Lead has annual revenue greater than $X, Or Persona is persona x“. 

By using this feature, your leads only need to fit one of these attributes to get the score. 

HubSpot lead scoring can sound a little scary, especially if you’re new to the platform. I’d encourage you to check out this handy, quick video HubSpot put together on lead scoring. It walks you through exactly how to set up positive and negative attributes. 

Watch through this video a couple of times, and then pull up this guide in a side-by-side window when you go to set up your HubSpot lead scoring. You’ll have a better idea of what to look for, and a step-by-step guide walking you through the whole process!

How to View Contacts With a HubSpot Lead Score

Now that you’ve set up your HubSpot lead scoring, HubSpot will automatically apply the scores you’ve set up to any new lead that fits the attributes you’ve created. You can see each of your contact’s scores by following these steps:

HubSpot Lead Scoring_Contacts
Contact Properties Filters

1. Navigate to Contacts

2. Click More Filters at the top of the contact list. 

3. HubSpot will populate all of the available filters. 

4. Type into the search bar “HubSpot Score”, and click HubSpot Score when it pops up. 

5. Choose your score from the available list. If you’re just starting, I recommend choosing “is known“.

This will populate all of the contacts that have been assigned a value according to your new lead scoring attributes, which you can then sort by highest to lowest.

6. Click Apply Filter

HubSpot Score_Contact Filter

Now, all of the contacts with a HubSpot score will populate in your contact list. You can organize the list in descending order to see leads with the highest score first. 

What is HubSpot Predictive Lead Scoring?

Congratulations! You made it through the hard part!

HubSpot’s manual lead scoring, which we just walked through, is the hardest part of HubSpot lead scoring. I’m confident that once you use it a few times, you’ll feel comfortable adding in positive and negative attributes, but it definitely takes a bit of getting used to. 

Luckily, HubSpot’s Predictive Lead Scoring is a tool that is automatically applied, which means there’s no step-by-step here at all. I’m just going to walk you through what HubSpot’s predictive lead scoring is, and how to access that data in your portal — you don’t have to set up a thing. 

The first thing to know about HubSpot Predictive Lead Scoring is that it is available in two properties, “Likelihood to Close” and “Contact Priority”. Let’s take a quick look at both: 

Likelihood to Close

This is a contact property that HubSpot automatically assigns to your leads based on a number of data points the CRM collects. This property is represented by a percentage. 


So, if your contact has a 20% likelihood to close, that means that based on the data HubSpot has on the contact, their behavior, and compared to similar contacts your sales team has worked with in the past, this contact is only 20% likely to close in the next 90 days. 

A higher percentage is always better for this contact property. 

Contact Priority

This is another predictive contact property from HubSpot. For this property, HubSpot takes all of the contacts in your CRM, and splits them into four tiers: 

  • Very High
  • High
  • Medium
  • Low

Again, HubSpot is pulling from both behavior and data in your CRM to predict which of your leads are the highest priority, and which might not be ready to make a sale yet. This is remarkably useful for your sales team, as they can use it to see exactly which leads they should be prioritizing at a glance. 

For both of these predictive contact properties, it’s good to know that HubSpot works to learn common patterns and behaviors and improve how it assigns leads over time. So, the more diligent your sales team is at logging contacts and activity in HubSpot, the more accurate these properties will become. 

If this is the first time you’re hearing about predictive lead scoring, check out HubSpot’s Predictive Lead Scoring Video from the HubSpot Academy. It’s a quick walkthrough of how predictive scoring works, and why it’s useful.

How to See Your HubSpot Predictive Lead Scores

Now that you know what these predictive lead scores are, let’s quickly go over how you find them and how you use them. 

HubSpot Lead Scoring_Contacts
Contact Properties Filters

1. Navigate to Contacts

2. Click More Filters at the top of the contact list. 

3. HubSpot will populate all of the available filters. 

4. Type into the search bar either contact priority or likelihood to close. 

5. Choose Is Known

6. Click Apply Filter

Contact Priority Known
Likelihood to Close Filter

Now, your contact list will show each contact’s predictive lead score. You can add another filter to show both Likelihood to Close and Contact Priority. With your list filtered this way, your sales team can see at a glance which leads are high priority and which are likely to close in 90 days. 

What’s the Point of HubSpot Lead Scoring?

So we went through all the steps. Now you can see each of your contact’s lead scores according to your assigned attributes, and according to HubSpot’s predictive property. 

So what? Now what do you do with it?

The options are endless, but the answer is simple.

Your sales team has the information they need to go after the highest priority leads at a glance. 

With lead scoring features like these, a sales rep can open up your contact list and see instantly who is a high priority based on your specific lead scoring settings. 

Contact Prioirty Is_HubSpot

This shaves serious time off your sales rep’s process and eliminates a lot of the clutter from their day. Now, instead of wading through a massive list of contacts, they can pull up High Priority contacts only, and organize their day based on the contacts who are most likely to convert. 

Lead scoring, especially in a system like HubSpot, is an exceptionally useful tool that can contribute to better, faster, and more streamlined sales. Lead scoring eliminates a lot of the busywork of sales, helping your team focus on delivering the right message, to the right, qualified leads, at exactly the right time. And when you’re doing that, you’re going to see serious growth. 

New to the HubSpot Sales Hub? As a HubSpot Solutions Partner, we’ve got the team and the training to help you get comfortable using all of those new tools to streamline sales and close more deals. Get in touch with us to learn more about tools like lead scoring, sales sequences, and more. 

New call-to-action
New call-to-action

Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

Many construction companies reach a sticking point in the life cycle of their business. Maybe business is fine, but you’re no longer scheduling bigger and bigger jobs. Maybe your yearly revenue has started to flatten, maybe you’re having trouble expanding outside of your current region, or maybe you just can’t seem to break into that higher investment market you’re looking for.  

If your construction company has reached a plateau, and you’re just not sure how to break out of it, growth marketing might be an ideal solution. Growth marketing is a marketing methodology that focuses on helping you apply your time and resources to the channels, platforms, and tactics that will deliver the best results according to your company’s growth priorities. 

New call-to-action

Today, we’re going to dive into the five steps of building a growth marketing strategy for your construction company. 

The goal?
To help you:

  • Figure out what your goals are
  • Determine what marketing tactics can help you achieve them

  • Develop a growth marketing plan you can continue to optimize over time for continuous, sustainable growth for your construction company. 

This blog will give you an actionable plan you can use to build a growth marketing strategy that delivers the results your construction company is looking for. Let’s start at the beginning of any good plan — Step 1.

Step 1: What Does Growth Marketing Success Look Like for your Construction Company?

Growth looks different for each construction company. The key to a successful growth marketing strategy is first identifying what success looks like to you. 

Maybe you want to: 

  • Build more projects
  • Sell more building materials
  • Open up more locations
  • Grow your company’s presence in the market

While all of these are great goals, only one or two of them likely apply to your construction company.

Maybe your marketing team is great at pulling in qualified leads, but you’re having trouble getting those leads to convert quickly. 

Or maybe you have all of the projects you want in your current region, but you want to grow into another part of the country or state. 

Whatever is challenging your construction company — identify it. 

Then, determine what success would mean to you, specific to that challenge:

  • Would you like to grow your commercial projects by 10% this year?
  • Maybe you want to expand into two new states this year.
  • Or maybe you want to improve your presence in the market for a specific type of project, product, or service.

By identifying what success looks like to your construction company, you can work to build a growth marketing strategy that will deliver the kind of success you’re looking for. 

Once you know what success looks like to you, it’s time to sit down and put some hard numbers to that end goal.  

Step 2: Set SMART Goals that Identify Key Growth Metrics for Your Construction Company


If I’ve said it once, I’ve said it a trillion times. Set SMART goals that will help bring your construction company closer to that ultimate success you outlined in Step 1. 

We’ve written a lot about SMART goals, from why goal setting is essential, to how to set SMART goals. They are crucial to a growth marketing strategy that actually works to put your construction company on top. 

It’s important to remember that SMART goals shouldn’t be your end goal or your definition of success. Instead, think of SMART goals like stepping stones. They each work to put you closer to your end goal, but instead of taking one big leap, you break that big overarching goal down into smaller steps that are measurable and attainable. 

If you want to reach one yearly revenue goal, what kind of sales numbers will you have to reach each month to achieve that yearly goal? 

Those monthly sales goals are your SMART goals. Make sure to dive into these goals, and put specific numbers to them that your sales and marketing teams can easily measure. 

And most importantly, make sure your SMART goals contribute to what you’ve identified as “successful growth” in Step 1. For example, if you identified that successful growth means completing 10 more commercial building projects than you completed last year, your SMART goals shouldn’t have anything to do with opening up a new location. 

New call-to-action

Step 3: Does Your Construction Company’s Website Support Your Growth Goals?

You’ll notice that most of these steps have a theme. Every aspect of your construction company’s growth marketing strategy should be aligned to your Step 1 definition of growth success. 

Your website is no different. 

Let’s use the goal from Step 2 as an example. Your overarching definition of success would be building 10 more commercial projects this year. That means you need to complete between 2 and 3 commercial building projects a quarter. 

How does your website factor in here? 

For this example, your website should work to help you convert your ideal lead for that specific type of project. Key website conversion features for this goal would include: 

  • Landing pages that speak directly to that ideal buyer’s pain points, questions, and concerns. 
  • Calls-to-action that make it easy for that ideal buyer to get in touch with your sales team. 

In addition to key website conversion features, it’s a good idea to implement nurturing & relationship-building website content that helps pull that ideal buyer through the sales cycle quickly by answering their questions and addressing any concerns they might have about starting this type of commercial building project.

There are hundreds of ways you can adjust your website to capture more of the right leads, according to your construction company’s specific growth goals. These lead generation tactics for construction companies are a helpful place to start. Keep your SMART goals in mind, and implement the tactics that are most relevant to those goals, and you’ll have a website that’s set up to convert the leads that will drive your growth marketing success.

Step 4: Invest in Marketing Tactics that Will Support Your Growth Goals

Your website is in charge of converting the right leads. If you’ve completed Step 3, you’re set up to convert the leads that will contribute to your construction company’s strategic growth. 

Now, you need to invest in the marketing tactics that will support your growth marketing goals and bring in the right leads. 

Having a well-rounded marketing program is important. I’d never tell you not to invest in content or email marketing. But, when you’re marketing to reach specific growth goals for your construction company, you should put more effort into some marketing tactics than others.

Let’s look at a couple of examples of what I’m talking about here. 

Example #1 


Your Construction Company Wants to Grow Your Market Presence

If your construction company is looking for ways to command a greater portion of the market, your growth goals are likely centered around KPIs like brand awareness, consumer engagement, and increasing your authority in the market. 

Tactics that would support your construction company’s growth goal to improve your market position might include: 

  • Content marketing to increase your domain authority with rich, quality content that shows both search engines and your ideal buyer that your construction company is the go-to resource for your industry. 
  • PPC advertising to increase brand awareness for key construction services and products you may not already be known for. 

Tactics that would not support this growth goal would be: 

  • Email marketing
  • Content offer development

Even though email marketing and content offers are great growth marketing tactics, they’re not supporting your current growth goal of increasing your position in the market. While you should keep developing content offers and email marketing to your leads, neither of these would be your focus in achieving this growth goal. 

Your time, resources, and money are better spent on growth marketing tactics that get the word out and improve your authority among consumers who don’t already know about your brand. 

Example #2


Your Construction Company Wants to Grow Business by Shortening the Sales Cycle

Many construction companies struggle with a long sales cycle. If you’re a commercial construction company, you know those projects are long, involved, and require sign-off from many decision-makers. Your growth goals are focused on getting more sales, in less time, and better nurturing the qualified leads you have in your pipeline. 

Marketing tactics that would support your growth goal of shortening the sales cycle include: 

  • Email marketing delivers more of the right content to your prospective buyers. 
  • Sales enablement supports your sales team with the tools and content they need to make more positive touchpoints with sales leads, in less time. Sales email automation, automatic notifications, and prospecting sequences are all tactics that will support this growth goal. 
  • Marketing workflows also work to provide the right message, to the right person, at the right time, which works to shorten the sales cycle. 
Marketing tactics that would not support your growth goals include: 

  • Social media marketing
  • PPC and social media advertising
  • Guest blogging
  • Broad-topic content development

Again, these marketing tactics are awesome, but they’re not relevant to your current growth goals. If you want to close more of the leads already in your pipeline, then inbound tactics that pull in more leads isn’t the way to reach that growth goal. 

Instead, we’ve recommended marketing tactics that help your sales and marketing teams engage better with the qualified leads you already have. If you already have a rich pipeline, you’ll see more ROI and benefit from tactics that help your sales and marketing team maintain better engagement with the leads you have. 

The key to choosing the marketing tactics that align with your growth goals is looking at your KPIs (Key Performance Indicators). Choose marketing tactics that feed into those KPIs, whether that’s boosting conversions, improving traffic rates, or closing bigger sales. 

Step 5: Set Checkpoints to Analyze and Optimize Your Growth Marketing Strategy

The fifth and final step of building your growth marketing strategy is to analyze and optimize.  Just like Rome, a high-quality growth marketing strategy wasn’t built in a day. Regular analysis and optimization, over time, will help you reach that overarching success goal you set in Step 1. 

The fact is, no quality marketing strategy is going to deliver everything you want immediately. That’s why we set SMART goals. 

Each of those SMART goal stepping stones helps you progress closer to your goal, but they also are a helpful checkpoint for analysis and optimization.  When you reach one SMART goal, you shouldn’t just set a new one and move on. 

Instead, when you reach your SMART goal or come to the end of a  month or quarter, take the time to see how you did. 


  • Where was your growth marketing strategy effective?
  •  Where are you falling short of your growth goals?
  • Is there a particular tactic that’s driving great results for your construction company? Maybe next month or quarter, you lean in a bit more. 
  • If there’s a tactic that’s not working well, analyze why. 
    • Is it the wrong tactic for your specific growth goals? 
    • Is your construction company having trouble implementing it successfully? 

The more opportunities your sales and marketing teams have to align and identify what’s working and what’s not, the more capable your construction company will be of adapting your growth marketing strategy to deliver your team the very best results. 

Growth marketing is a strategic way to look at where your construction company is at, and develop specific goals and marketing tactics to reach those goals. With a tailored-to-you approach, you can put more of your efforts into the tactics that can deliver the results you’re looking for. 

If you’re stuck on any part of building a growth marketing strategy for your construction company, let us know. From goal setting to strategy implementation, developing and deploying tailored marketing strategies to deliver business growth is what Evenbound does best. We’d be happy to help walk you through the process or answer any questions you might have. 

New call-to-action
New call-to-action

Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Lately, it seems like all anyone’s talking about in the inbound marketing world is conversational marketing. If you’re new to conversational marketing or are thinking about doing more with chatbots, live chat, or SMS marketing at your company, this blog is going to cover what you need to know to get started.

From what conversational marketing is, to why you should care about it, we’re going to cover it all. Plus, if you stick around, I’ll even give you two easy ways to get started with conversational marketing right now

Let’s jump in:

What is Conversational Marketing?

Conversational marketing is a marketing strategy that prioritizes one-to-one interactions between a company and a lead. The kicker is that conversational marketing should always happen on the lead’s schedule. It’s a way of connecting with your leads and prospects in the most frictionless way possible — on their schedule and in the medium that is most comfortable for them.  

If you think of chatbots when you think of conversational marketing, you’re right. But conversational marketing is also a whole lot more than just chatbots. 

New call-to-action

What Apps, Platforms, and Features are Considered Conversational Marketing Tools?

Any marketing tool or messaging platform that allows you to connect with a lead or customer one-on-one is conversational marketing. The proof is in the name — conversation. That means that yes, chatbots are certainly one form of conversational marketing, but they’re not the only tool. Other forms of conversational marketing might include: 

  • SMS marketing — directly connecting with leads and clients via text. 
  • Social media messaging — another way to connect directly with leads and prospects.
  • Slack channels — allowing promoters and visitors to share their questions, concerns, and positive interactions together in one spot.

Conversational marketing is a broad term. It encompasses any type of marketing that is a direct one-on-one conversation between you and a client or lead. For this article, we’re going to focus on pretty obvious examples of conversational marketing, like live chat, chatbots, and SMS messaging, but it’s good to know that the term can encompass much more. 

3 Reasons to Care About Conversational Marketing

Now that we know what conversational marketing is and what it looks like, why would you use it? Do you actually need conversational marketing?

Well, let’s think of it this way —  do you want more leads?


Do you want to shorten your sales cycle?


Yup. Thought so. 

While conversational marketing shouldn’t take the place of your other marketing strategies — your content marketing, social media marketing, or email marketing — it’s an amazing supplemental tool that enables you to speak directly with your leads and solve their pain points at exactly the right time for them. Let’s take a look at three reasons you should care about conversational marketing. 

01. Connect with your customers on their schedule

We know that the most effective marketing is marketing that delivers the right message, to the right person, at the right time. 

Conversational marketing is a tool that puts you directly in front of your leads and prospects whenever they’re most engaged, whether that’s at 7 am over their first cup of coffee, or 10 pm when they’re clicking around while watching TV. 

We’re so glad you asked. We’re proud to say that our company has grown more than 60% year over year for the past few years. And we did it using our own marketing strategies. Since we know how to make growth happen, and we’ve done it, both for our clients and for ourselves, we think it’s time to take that info on the road.

When automated chatbots can answer commonly asked questions or provide more information on a topic the lead is already searching, conversational marketing is a way to nurture leads 24/7. 

02. You gain insight into your customer’s wants and needs

Yes, conversational marketing is an exceptional tool for nurturing leads. It can help cut downtime in the sales cycle and supports your sales team even when they’re off the clock. 

But, conversational marketing is also a great tool for your marketing strategy. 

Conversational marketing tactics, from chatbots to SMS messaging tell you quite a lot about who your customers are, and what they want from you. 

There’s a wealth of data to be gained from any conversational marketing campaign, including: 

  • Where your customers are. SMS marketing means you have your customer’s phone numbers. For companies that serve large regions, this can tell you in what areas you’re seeing the most engagement. 
  • When your customers are most engaged. By implementing conversational marketing, you can see when the best time is to engage with your customers. Maybe you get the most chatbot submissions late at night. Or you get a lot of Facebook Messenger inquiries around noon. That’s useful information you can use to better tailor your email marketing delivery times, and even when your sales team makes outreach calls. 
  • What your customers want to know. When your customers are asking their questions in chatbots and through messaging apps, you have documentation of the questions they’re asking most often. You can use this data to inform a more successful content strategy. 
  • Common problems or pain points your customers are experiencing. Conversational marketing can help you identify the areas where leads or prospects are running into problems with your product or service, or what problems they’re looking to solve. 

03. Build relationships with reliable positive interactions

There’s a classic marketing statistic that says it takes anywhere from 6-10 touches with your company for a lead to make a purchasing decision. 

In each of those 6-10 touches with a lead, they need to have a positive experience. Every time they encounter your company, from your messaging to your marketing and sales interactions, your email marketing, and even your content marketing, the message you deliver should provide a positive experience and some sort of value for the lead. 

Conversational marketing is an exceptional way to build customer relationships by delivering reliable, value-added positive interactions. Basically, you need to make those leads like you.

And you do that by delivering the information they want or that is helpful to them.

If you’re implementing conversational marketing in a way that is enhancing your customer’s experience with your company — rather than being disruptive — you’re helping move that lead towards a sale.

Conversational marketing is inherently nurturing if you’re doing it right.

You are connecting with each customer on a one-to-one level which is very much a relationship-building interaction. When you’re solving each lead’s specific and personal pain points with great content and helpful service, you’re building those positive relationships that will not just lead to a sale, but that can also convert that customer into a promoter for your brand. 

2 Easy Ways to Implement Conversational Marketing Right Now

So we’ve talked a little bit about what conversational marketing is, and why it’s useful. If you’re interested in implementing conversational marketing, but aren’t sure where to start, here are two easy ways you can get started now. 

A Welcome Chatbot

Live chat can feel a little intimidating if you’re just starting your conversational marketing campaign. Take it down a notch by just building a “welcome” or “sign up for our newsletter” chatbot that can go anywhere on your site. 

First, choose a chatbot you like. No surprise, we like HubSpot’s chatbot options. You can also implement Facebook Messenger for free on your site, and there are a host of free options available online. 

Next, build out a little bit of content. 

Welcome Message

Make it clear that your users are talking to a bot.

(There’s a misconception that people don’t like talking to bots. The truth is that people don’t like talking to bots that are trying to pretend they’re people. Just be honest.)

“Hi, I’m Evenbot! Welcome to the Evenbound Website.” 

EB Chatbot Page Real Estate
EB Chat Icon
EB Chatbot Welcome

Create an Action

If this is a welcome bot or a newsletter bot, that’s pretty simple.

“Would you like kick-ass marketing tips delivered right to your inbox once a month?”

Then hit them with Yes and No button options.

If They Click No

Your response should pleasantly end the conversation.

“Sounds good! I’m here for you if you run into any questions. Just type “Hey” to start a new conversation.”

EB Chatbot no
EB Chatbot Yes

If They Click Yes

Now is your time for a soft conversion.

“Great! I just need to know where to send your monthly marketing tips. What’s a good email address for you?”

Tada! Chatbot created and visitor converted. 

Put this chatbot on a few of your highly-trafficked pages — your homepage, your blog, or your services page — and see how it performs. 

As you get more comfortable with your chatbot, you might consider implementing more personalized chatbots, or even a live chat. 

SMS Marketing

SMS marketing sounds scary, but it’s actually pretty simple. If you look at SMS marketing as a way to provide better service to your customers, you’re already starting on the right foot.

For example, let’s say someone makes a purchase. When you collect their phone number as they make the purchase, ask if they’d like text updates on the status of their order. 

When they opt-in, they’ll get texts about their order, like when it’s shipped, what the tracking number is, and when their order is out for delivery. That’s an awesome value-add that many people would love to have. 

Then, down the road a few months, you can send them a text with an exclusive promotional order for a complementary product or service. 

SMS Marketing Opt-In Example

This is a great example of SMS marketing done well. After I opted in to get text messages with this swimsuit company, see what they sent. 

A free shipping promo, and a promise that they’d only send texts with big news or deals. That’s a level of interruption most consumers can handle.

SMS Marketing Promo Example

Allowing clients to schedule meetings or appointments by text is another great way to remove some of the friction in your customer’s sales cycle. 

SMS Marketing Appointments

SMS Marketing Appointment Booking Example

This is another cool one. I needed new skates. The local pro shop had a quick click-to-text feature on their site. I sent a message about what I was looking for, and the manager got right back to me. 

Rather than having to stop in when the shop was busy or closed, I set up a time to come in and visit that was convenient for me. I’m happy and they got a new customer. 

The best ways to implement SMS marketing are ways that make your lead’s life easier. If they don’t want to talk on the phone, or if they don’t like searching for your message in a messy inbox, a text message gets them the information they need in a very accessible way. 

Just make sure you’re not using text marketing to blow up a customer’s phone or to engage in disruptive marketing. If you’re constantly sending promotions or trying to make the hard sale through an SMS message, you won’t see results. 

Use SMS marketing as a complement to your sales team’s efforts, and put the responsibility on the customer to decide that SMS is the better method of communication for them. 

Whether you decide to build out your first chatbot or start encouraging leads to book their appointments by text message, conversational marketing is a powerful tool in any company’s marketing and sales toolbox. If you’re not sure how to implement things like chatbots or instant messenger features, Evenbound would be happy to help

New call-to-action
New call-to-action

Sales Funnel Vs. Flywheel: Why it’s Time to Switch

Sales Funnel Vs. Flywheel: Why it’s Time to Switch

Sales Funnel Vs. Flywheel: Why it’s Time to Switch

Consumer trends have shifted significantly in the last 10 years. The way we approach selling to consumers hasn’t. 

Sure, there have been major changes in marketing and customer service — inbound and digital marketing are increasingly successful. But sales teams overwhelmingly rely on the sales funnel of decades past to guide their sales efforts from quarter to quarter. 

If your sales team has continued to use and rely on the sales funnel, for lack of a better option, today we’re going to give you that better option — the flywheel. 

This article will cover the differences between the traditional sales funnel and the new flywheel. We’ll look at:

  • Consistent problems with the sales funnel
  • How those problems are solved by the flywheel
  • How the flywheel and the sales funnel stack up side-by-side
New call-to-action

Let’s start with a basic definition of each the sales funnel, and the HubSpot flywheel.

The Sales Funnel

I won’t go into too much detail about the sales funnel, because you’re probably painfully familiar. The sales funnel looks like this: 


As its name suggests, it’s a funnel, where visitors enter at the top and exit the funnel as they become sales. 

The sales funnel is a tried-and-true sales methodology that many teams have used for years. The problem is that it’s been decades since the sales funnel has seen any improvements, while consumer purchasing habits have changed significantly in the last few years. 

The HubSpot Flywheel

The HubSpot flywheel is HubSpot’s new take on the traditional funnel. Whether you subscribe to HubSpot’s message or not is irrelevant — this new approach to sales is undeniably effective.

What’s interesting about the flywheel is that it’s not terribly team-specific. While there are different ways marketing, sales, and customer service might apply tactics within the flywheel, the HubSpot flywheel is designed to encompass all of your company’s interactions with any customer in one methodology. 

Let’s take a look:


As you can see, the biggest shift from the funnel to the flywheel is that the customer is dead center. We’ll get into that a bit more later on, but the big thing to know is that the flywheel relies on your leads, prospects, and customers to provide the energy that powers the flywheel. Your sales team’s job is to remove any friction that could get in the way of that energy. 

The flywheel is very much developed according to today’s new consumer habits. The modern consumer wants to gather their own information and make their own purchasing decisions. 

The flywheel absolutely caters to that style of consumerism by putting your customers at the center and putting the responsibility on your marketing, sales, and customer service teams to deliver the information and service that helps those customers make those decisions in the way that best suits their needs. 

Why it’s time to ditch the sales funnel for the sales flywheel

Don’t get me wrong, the sales funnel was and is a remarkable tool. It’s been used by sales teams for decades. But just like DVDs, VHS, and CDs, things are improved upon. When there’s a better solution, it’s time to phase out and innovate. Like any business model, the sales funnel isn’t perfect.

While there are plenty of ways to illustrate how the sales funnel is missing today’s consumer, one great example is the quarterly sales dilemma. 

If your company functions on a quarterly sales model, as many do, it’s likely that towards the end of the quarter, your sales team starts to ditch any of their new prospective leads for those that are closer to the end of the funnel. They put all their pressure on those leads to close before the end of the quarter, so they can squeak by their quarterly quota. 


What’s the problem?

Well, what happens on the first day of that new quarter?

In a traditional sales funnel model, I’d bet you dollars to donuts your sales team is flat-footed with no warm prospects to even consider talking to. They spent so much time rushing to close a deal — any deal — by the end of the quarter, that there’s nothing left in your funnel at the start of the next quarter. 

Your prospective leads have all been closed or abandoned because they weren’t ready to close by the end of the quarter.

That’s a problem. In addition to your sales team starting out of the gate flat-footed, it’s also a big issue for today’s consumer. In a world where the consumer appreciates and has come to expect frictionless, high-quality service from marketing to sales to customer support, this attitude towards customers who aren’t ready to close just doesn’t work anymore. 

If you abandon a lead one quarter because they weren’t ready to close, they’re going to go find service from somewhere else. They won’t be sitting around waiting for you to come back next quarter. 

This is where the flywheel comes in handy. 

Flywheel vs. Funnel:

How does the flywheel give sales teams an edge?

Now, I’m not going to lie to you here. The flywheel isn’t going to magically eliminate the pressure that your sales team feels at the end of the quarter, especially if they’re being measured on quarterly quotas. 

That said, the flywheel does provide a better method of addressing all of the prospects and customers your sales team is in contact with. When the customer is at the heart of your flywheel (and they should be), they’re what’s driving your speed.

The customer is the energy that propels your flywheel. How your sales team works with those customers — by removing friction and applying force where it will have the greatest impact — is what keeps your flywheel not only spinning but growing. 

Let’s take a look at the specific ways the flywheel gives sales teams an edge over teams still clinging to the funnel. Check out this chart for a basic overview, and keep on reading for a more in-depth breakdown. 

sales funnel vs. flywheel chart

Output vs. Input

Looking at the funnel vs the flywheel in direct comparison, the flywheel focuses on input, while the funnel focuses on output. 


The funnel is all about how many customers you can output. The goal is to widen the funnel as much as possible because you know you’re going to lose time, energy, and customers, as leads fall in and out of the funnel. When you make a sale, that customer drops out of the funnel, never to be seen again by the sales team. That’s a pretty inefficient use of energy. Your team put months into this customer for just one sale, and no future returns. 

With the flywheel, the customer is the input. The customer starts at the center of the flywheel, and that’s where they stay. Rather than being an output —  an energy expense for the sales team — customers are the input. They generate and store the energy that drives growth. When a customer makes a sale, they don’t just drop out of that flywheel. Instead, you retain their energy within the flywheel as they become a promoter of your product or service to others in their industry. 

Start and Stop vs. Ongoing

One of the biggest differences between the funnel and the flywheel is the concept of continuity. 

The sales funnel has a very clear start point and a very clear endpoint. At any given company, a customer might go through a marketing funnel, then a sales funnel, and then a customer service funnel. That’s a lot of starting, stopping, and abrupt transition for the customer. All of that is friction that will cut into your bottom line. 

New call-to-action

The sales flywheel helps your sales team remove this friction by eliminating the start-and-stop mindset. Instead of a customer or prospect having a clear start or finish point, they’re located at just one spot in the flywheel — the center.

Your marketing team might entice a customer with a great offer and convert them into a sales lead, where they close a deal with the sales team. BUT, when that customer is in the flywheel, their journey doesn’t end because they’ve made a purchase. They remain in your flywheel, as they’re turned into a promoter for your brand or as they continue to make purchases from your company. 

The flywheel is also much better at accounting for leads who do not follow a linear sales process

You probably have plenty of leads who enter into your current sales funnel and just “aren’t a great fit right now”. In the funnel, as soon as you hear someone isn’t a great fit, they’re out. In the flywheel, that prospect still has a place. Your marketing team can continue to nurture them until they become a great fit, at which point they’re easily accessible for your sales team to connect with and convert. 


What’s the benefit here?

You close more deals with less effort. The flywheel is a highly efficient sales process that helps your team put their efforts to use where they will provide the greatest return, without affecting the customer’s positive experience.

The flywheel brings continuity to the sales process. Instead of thinking of each prospect of having a defined start and endpoint with your company, you can shift your mindset to consider that each prospect is a long-term opportunity. They can become a promoter and supporter of your brand, and a long-time customer that continues to work with and buy from your sales team. That relationship helps your company grow faster and more efficiently. 

Siloed Teams vs. Genuine Teamwork

If you think about the funnels you’ve encountered at your business, you’ll likely notice that there are a lot of them. Like I mentioned above, there’s often a sales funnel, a marketing funnel, and  a customer service funnel, at least. In addition to creating a high-friction process for your prospects and customers, this siloes your company. 

Your marketing team and customer service team have their own set of responsibilities, most of which are separate from what the sales team does. 

The flywheel removes these team silos and works to bring all teams into one single flywheel. This gives every team more support, which in turn helps support and remove friction for your prospects. 

When marketing, sales, and customer service are all working together towards the same goals, everyone gets more support.

Instead of it being marketing vs. sales, or instead of a tough client being “customer service’s problem” the whole team can put their unique and varied expertise together to provide a higher level of service and a more frictionless experience for every lead, prospect, and customer. 

The HubSpot flywheel supports revenue-driving marketing and sales alignment

We’ve got a lot to say about the benefits that sales and marketing alignment can provide. I won’t go into it all here, but know that companies with good sales and marketing alignment generated 208% more revenue

The flywheel fosters exactly that kind of alignment between your teams, enabling you to generate more revenue from a focused, strategic sales strategy. 

Making a shift to your entire team’s sales methodology can feel daunting. If you’re sold on the flywheel, don’t feel like you need to make this change overnight. Start with some simple alignment strategies that get your team on the same page, and present the flywheel methodology to them initially. 

Over time you can work to shift the way your sales team looks at and works with leads to a more flywheel-focused process. If you’re having trouble communicating the benefits of the sales flywheel to your team, don’t hesitate to reach out. We’ve worked with many teams to provide HubSpot services that optimize their sales process for a shorter cycle and greater returns. We’d be happy to help you, too. 

New call-to-action
New call-to-action

3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

Quality manufacturing marketing strategies can be a struggle to find and implement. For many manufacturing companies, marketing is only recently necessary. In decades past, you probably relied primarily on word-of-mouth referrals, and for the most part, you still do today. The problem is that fewer of your ideal buyers are relying solely on word-of-mouth referrals.

Maybe you’ve recognized that you need to grow your position and presence in your market. Maybe you’ve noticed that competitors have a more prominent digital presence than you. 

Whatever the reason, there are a range of manufacturing marketing strategies you can use to draw in more of the right leads and shorten the sales cycle. If you’re looking for ways to grow your manufacturing company, these three manufacturing marketing strategies are proven to help you close more of the right deals, faster. Let’s take a look. 

01. Align Sales and Marketing Teams

Marketing isn’t a new concept for most manufacturers, but it does tend to be a tricky one. Many of the manufacturers we’ve worked with here at Evenbound either: 

  • Don’t have a marketing team. They have a few sales people who take the lead on some marketing initiatives, like developing mailers, brochures, or updating the website, but they don’t have a dedicated team of marketers supporting the manufacturing company. 
  • Have a marketing team that functions separately from the rest of the company. Marketing has its own department that doesn’t often interact with sales reps, product engineers, and more.

Both of these strategies are understandable — in the past they’ve worked well. But neither strategy is winning you sales today. 

New call-to-action

Today, any consumer, including the buyers and purchasers your manufacturing company so often sells to, is inundated with marketing and sales messaging. That means it’s more important than ever for you to absolutely nail any marketing message that’s going out into the world. 

Sales and marketing alignment is the first step to setting your manufacturing company up for marketing that drives sales. 

Since we have so much content out there already, I won’t go too far into it. When you’re on board, check out some of these other blogs we’ve got up on the site:

I will mention a few key points though. 

Sales and Marketing Alignment: Why it Works for Manufacturers

Sales and marketing alignment isn’t some huge, scary thing. It’s just getting your marketing and sales team in the same room, so they can share their separate experiences and expertise with the other team. 

When your sales and marketing teams are in the same room they can decide together: 

  • Who to market to
  • What a good lead looks like
  • The best methods to draw those great leads in
  • How to work together to nurture and close those ideal leads

Sales and marketing alignment is a manufacturing marketing strategy guaranteed to boost sales. 

When you have a dedicated marketing team who understands what leads are the most attractive to your sales team, they can implement manufacturing marketing tactics and strategies that work to pull that ideal lead in. 

02. Account-Based Marketing

When it comes to manufacturer marketing, it’s not uncommon to market to a small pool of companies. We often find our industrial manufacturing clients know exactly who they want to sell to. Especially if you’re selling a niche product for a specific market, you likely already know the key industry players. 

That’s why Account-Based Marketing is such a useful manufacturing marketing strategy. 

What is Account-Based Marketing?

Account-Based Marketing (ABM) is a hyper-specific marketing strategy that focuses on targeting marketing efforts to key accounts, rather than marketing to a large group of potential prospects or to a more general industry. Check out this handy ABM diagram from the team at Intercom for a visual: 


When you use account-based marketing as a manufacturing marketing strategy, you do the work of identifying key companies and accounts that you know would be a great fit for your product or service.

Then, your marketing team gets to work developing highly-targeted marketing content that’s addressed to the five or six stakeholders at that company. These are the people who are most likely to make the decision to go with your product over a competitor’s. 

Why is Account-Based Marketing An Ideal Manufacturing Marketing Strategy?

While ABM doesn’t work for everyone, it’s a great manufacturing marketing strategy, especially for heavy industrial manufacturers who know exactly where they want their products placed. The benefit for companies like this is that you’re putting all of your marketing efforts into accounts that you know can deliver significant returns. When you close, ROI is known and significant. 

The benefit of ABM for manufacturers is that you’re only spending time and resources on the accounts you know can convert and deliver ROI for your company

03. Inbound Marketing for Manufacturers

The third manufacturing marketing strategy here won’t come as much of a surprise if you’re familiar with the Evenbound team. 

Inbound marketing is a smart, cost-effective, and proven manufacturing marketing strategy. 

If you’re implementing the other two manufacturing marketing strategies mentioned earlier, inbound marketing is only more effective. 

When your sales and marketing teams are aligned, and you have a clear picture of who exactly you want to market to, inbound marketing is a powerful tool for manufacturers

How Does Inbound Marketing Pair with ABM & Sales and Marketing Alignment?

Inbound marketing works to draw in the right, qualified leads to your website. By developing and putting out content that your ideal buyers are searching for, you pull them into your site in a way that’s helpful, rather than disruptive. Let’s take a look at how HubSpot visualizes inbound marketing: 


For more information about HubSpot’s Flywheel, check out our blog: Understanding the HubSpot Flywheel. 

When you become a part of your lead’s researching phase, you can then nurture that lead with more content and marketing and sales contact that helps them through their buyer’s journey. 

Then, when that lead is ready to make a purchasing decision, you’re top of mind. If you’ve been nurturing that lead, answering their questions, and providing the resources they need to make the right decision for their company, they’ll choose to buy from you. 

Does Inbound Marketing Actually Work for Manufacturers?

So that was a lot of information, but not a lot of data. Let’s look at some numbers to see if inbound marketing actually does work for manufacturers. 

This graph shows the number of sessions of a company that sells a very niche industrial manufacturing product. 


As the Evenbound team began to publish content and optimize the client’s website for search engines, you can see that their sessions — or the number of people coming to their website — began to rise. From October to March, that traffic more than doubled. 

Since we’re optimizing their site for keywords that are relevant to that manufacturing client’s ideal buyer, that increase in sessions represents a significant increase in the number of qualified leads making it to that client’s site. 

With more qualified leads coming to them, that client can now nurture those leads with email marketing, retargeting, and personalized sales interactions, to close more of the right deals, faster. 

I get it, that’s just one example. If you’re not sure these manufacturing marketing strategies really work, take a look at our previous work. We have a range of case studies that showcase exactly what we’ve done to deliver quality results for manufacturers. All of our case studies are ungated and free for you to look at whenever is convenient for you. 

But you can also check out this one and many others on Our Work page. 

New call-to-action
New call-to-action

And if you have any questions about implementing marketing strategies like Account-Based Marketing or Inbound Marketing to drive sales for your manufacturing company, just give us a shout. We are pros at marketing industrial manufacturers, and we’d be more than happy to help you too.