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Expert Strategies for Leveraging HubSpot's Marketing Automation Tools

December 04, 2023

Discover the power of HubSpot's marketing automation tools and how they can help you achieve sales and marketing alignment, improve lead generation, and boost ROI.
Expert Strategies for Leveraging HubSpot's Marketing Automation Tools

With over 20 years of experience in digital advertising, Incubeta stands as an industry leader, offering a spectrum of digital marketing solutions. Their services encompass a comprehensive range including creative implementation, media management, technology integration, measurement, and analytics. This holistic approach allows Incubeta to develop robust strategies that effectively combine various elements of digital marketing to achieve substantial results for their clients.

As a B2B platform, Incubeta realised that a robust CRM is a crucial component for their business success. They understood the importance of effectively managing customer relationships to drive growth and maintain client satisfaction. Let's discover how Incubeta achieved this with the power of HubSpot's marketing automation platform and learn how to effectively implement it in your own marketing strategy.

Overcoming Digital Marketing Challenges: Incubeta's Strategic Goals

Incubeta faced numerous digital marketing challenges and had specific goals they were determined to achieve. One of their primary concerns was data management and segmentation. With a vast and somewhat unorganised database due to their global nature, Incubeta needed a solution that could effectively handle this complexity while maintaining the quality and reputation of their marketing strategies. Additionally, their lead handover process lacked streamlining, which further hindered their marketing efforts.

In our recent webinar "Mastering Marketing Automation: Incubeta's Drive for Efficiency with HubSpot", Lisa Morton, Global Marketing Director at Incubeta, emphasised the importance of finding a comprehensive CRM solution that would allow them centralise customer data and automate various sales and marketing tasks, such as lead management, contact segmentation, and follow-up activities. With a unified view of customer information, they could better understand their clients' needs, preferences, and behaviours, enabling them to tailor their digital marketing efforts and deliver more personalised experiences.

marketing automation with hubspot

Streamlining Processes Through Marketing Automation

Recognising the potential of HubSpot to transform their marketing efforts, Incubeta partnered with BBD Boom, an Elite HubSpot partner. Together, they embarked on a journey to optimise Incubeta's marketing strategies, enhance data management, and improve the overall efficiency of their sales and marketing teams. The key areas they focused on were:

HubSpot's Progressive Form Fields Dashboard

1. Overcoming Data Management Challenges with HubSpot: By implementing progressive form fields, Incubeta is able to capture additional information from their contacts over time, gradually building a comprehensive view of each individual. This data enrichment process not only enhances their understanding of their customers but also enables them to deliver more personalised and targeted marketing campaigns.


How do I set up progressive form fields in HubSpot?

Incubeta's Lead Nurturing and Scoring Plan

2. Lead Nurturing and Scoring Techniques: Incubeta implemented a comprehensive lead scoring system to categorise leads based on engagement and company fit. This system enabled them to nurture leads more effectively, ensuring that each lead was provided with relevant content and touchpoints.



How do I set up lead scoring in HubSpot?

3. Effective Notifications: Notifications played a crucial role in keeping the sales team informed and engaged. With HubSpot's marketing automation platform, Incubeta was able to set up a seamless notification system that ensured timely communication and collaboration among the sales team. 

How do I configure HubSpot notifications?

The Impact of HubSpot’s Marketing Automation Tools

The implementation of HubSpot's marketing automation tools had a profound impact on Incubeta's marketing efforts. With cleaner and more organised data, they streamlined the marketing to sales handover processes and provided a clear path for engaging and converting leads. HubSpot allowed them to gain a better understanding of lead quality and identify the sources of high-quality leads. With these automation tools, leads no longer sit idle in their system; instead, Incubeta actively engages with them, guiding them through the sales funnel with relevant and targeted content. 

Additionally, the implementation of these tools has encouraged user adoption and allowed Incubeta to review and organise their data effectively. By getting their data right, Incubeta streamlined the sales team's job and maximised the potential of their leads. With these strategies in place, Incubeta is well-positioned to capitalise on the power of HubSpot's marketing automation tools and continue driving success in their marketing efforts.

Lisa Morton highlighted the importance of these tools in transforming their CRM system into a dynamic and functional machine.

Practical Tips for Successful Marketing Automation Implementation

Implementing marketing automation in your business can be a game-changer, but it requires careful planning and execution. Here are some practical tips that Lisa Morton shared for successfully implementing marketing automation:

  1. Define Your Goals and Strategy: Clearly define what you want to achieve with marketing automation. Set specific, measurable goals aligned with your overall marketing strategy.

  2. Define Roles and Responsibilities: Specify each team member's role and responsibilities. This helps in avoiding confusion and overlap of tasks.

  3. Hire a Dedicated CRM Manager: Having someone responsible for training, data management, and system upkeep can be crucial for maintaining a clean and efficient CRM system.

  4. Simplify the Process: Avoid overcomplicating your marketing automation setup. Start with basic functionalities and scale as you learn and grow.

  5. Continuous Testing and Optimisation: Regularly test different aspects of your marketing automation strategy and optimise based on the results.

  6. Utilise Training Resources: Encourage your team to fully understand and utilise tools like HubSpot through continuous training and engagement.


The impact of HubSpot's marketing automation tools on Incubeta's marketing efforts showcases the power and effectiveness of this platform. Remember to carefully plan and execute your marketing automation implementation, and continuously analyse and optimise your automated campaigns for the best results.

Discover how mastering marketing automation with HubSpot can revolutionise your business, improve lead generation, and boost your marketing ROI. Check out Incubeta's insightful webinar and embark on your HubSpot journey today:

Mastering Marketing Automation with HubSpot


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