We often hear clients ask how HubSpot generates leads.
Lots of companies use HubSpot’s popular software products for inbound marketing, sales, and customer service. Clients are interested in how HubSpot will get them more leads, which is often the case.
When it comes to lead generation, no technology tool can guarantee you’ll get the leads you’re looking for.
However, HubSpot is a suite of tools to help you leverage the buyer’s journey and make it a remarkable (and often automated) one for your customers. That, together with your own creative and analytical skills, will make the numbers-crunching, data-analyzing, projection-making process of lead generation more successful and more satisfying.
Below is an example of how HubSpot uses its own technology to generate leads from the HubSpot Blog.
Step 1 - Auditing existing blog metrics
HubSpot gains an understanding of current lead generation by looking at the number of leads generated divided by the total views to the HubSpot Blog in a given time period. They look at the overall conversion rate and how it changes month-over-month. Monthly, they look at each post's traffic number, the number of leads generated, and CVR (conversion rate). This shows them how posts affect CVR.
Step 2 - Grouping common posts together
HubSpot uses a pillar-cluster model to group posts with similar search intent. This model helps better organize the blog and reduce post redundancy. It also helps search engines understand which pieces of content are most authoritative on a given subject.
All blog posts are given a relevant "topic tag" that identifies its appropriate cluster. This allows blog posts to be analyzed by tag instead of topic — a smaller, more manageable number.
Step 3 - Determining the best content offers
HubSpot’s topic tag approach allows appropriate content offers that can be effectively promoted on multiple blog posts.
All blog topics are organized by the potential number of leads they could generate, which helps to discount any topic cluster with no conversion potential. This step ensures that only ideas worth their time and resources are considered for creation.
HubSpot creates dedicated call-to-actions (CTAs) for each blog post. They feature resources for certain topics with high conversion potential.
Step 4 - Creating lead-generating content
HubSpot learns which content format works best for their audience by auditing the performance of their current library and testing different formats to see what resonates with blog readers. The HubSpot Blog audience responds to actionable, personalized, and customizable content in the form of templates, tools, and kits. They create simple templates for their most-read but lowest-converting clusters to convince a reader of the content's quality and relevance. This usually secures a conversion.
Step 5 - Promoting content with CTAs
HubSpot facilitates a blog conversion by letting blog readers know about the new lead-generating content on the same page as blog content. The majority of their posts contain at least three CTAs — one anchor text CTA and two image CTAs, like a button. HubSpot makes these decisions based on years of data collection and A/B testing.
Step 6 - Analyzing results
After 30 days of launching a new content offer on a series of blog posts, HubSpot finds out how many leads each blog generates before and after they optimize it with a new content offer. Sometimes they see a notable increase in CVR, and when they don’t, they use the new information to determine what would help them generate more leads in the future.
Step 7 - Aligning with SEO
HubSpot’s goal for their blog posts is a consistent ranking on the first page for the search results of their intended keywords. The SEO strategy prioritizes high lead-driving blog posts while maintaining high traffic numbers for posts across the HubSpot Blog.
Whenever HubSpot creates new gated content, they follow these seven steps above!