How to Use HubSpot for Lead Generation: A Simple Guide

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February 17, 2025
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5
minutes
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Generating high-quality leads is a top priority for businesses looking to convert website visitors into paying customers. But how do you ensure that your lead generation efforts are effective?

HubSpot is one of the most powerful platforms for lead generation. From landing pages and email marketing to lead scoring and marketing automation, HubSpot simplifies the lead generation process, allowing businesses to attract potential customers and guide them through the sales funnel.

In this guide, we’ll explore how to use HubSpot for lead generation, including actionable tips, and strategies to generate high-quality leads efficiently.

Key Takeaways

  • Use forms, landing pages, and live chat to efficiently capture and segment leads.
  • Engage and convert leads with email workflows, lead scoring, and CRM integration.
  • Track lead quality, conversion rates, and marketing efforts to refine your strategy.

What is Lead Generation?

Lead generation is the process of attracting and capturing lead information from potential customers who are interested in your products or services. It is a crucial step in digital marketing that moves website visitors through the sales funnel, ultimately converting them into qualified leads and paying customers.

Types of Leads in Lead Generation

Understanding the different types of leads in the lead generation process is essential for businesses to nurture prospects effectively and move them through the sales funnel.

B2B Lead generation process - HubSpot for lead generation

Each lead type represents a different level of engagement and readiness to buy, helping marketing and sales teams tailor their approach for better conversion rates.

  • Marketing Qualified Lead (MQL) : A lead that has shown interest in your marketing content but isn’t ready for a sales call.
  • Sales Qualified Lead (SQL) : A lead that has actively engaged with your marketing efforts and is ready to be contacted by your sales team.
  • Product Qualified Lead (PQL) : A lead that has used a free trial or demo and is likely to become a paying customer.

By leveraging lead generation tools like HubSpot, businesses can generate high-quality leads, optimize lead capture, and convert more leads into loyal customers.

Why is Lead Generation Important?

A strong lead generation strategy is the foundation of business growth. By focusing on quality leads rather than quantity, businesses can start generating leads that drive long-term success and sustainable revenue.

        #1 Builds a Steady Pipeline of Potential Customers

Consistently capturing lead information ensures a continuous flow of business leads that can be nurtured into paying customers.

        #2 Increases Brand Awareness and Engagement

Attracting website visitors through content marketing, email marketing, and paid advertising positions your brand as an industry authority, keeping it top of mind for potential buyers.

        #3 Drives Sales Growth by Attracting High-Quality Leads

Using lead generation tools like lead scoring and targeted marketing campaigns helps businesses generate high-quality leads that are more likely to convert.

        #4 Improves Marketing ROI by Targeting the Right Audience

Instead of wasting resources on uninterested audiences, lead capture strategies focus on prospects who have already shown interest, improving conversion rates and maximizing marketing efforts.

How to Generate Leads with HubSpot?

Generating business leads requires a strategic approach that combines various marketing efforts. HubSpot makes it easier to implement key lead generation strategies while automating and optimizing the process.

Here’s how you can generate leads using HubSpot’s tools:

  • Create Compelling Content :  Use landing pages, SEO recommendations, and blog posts to attract website visitors and encourage lead sign-ups.
  • Send Regular Emails : Engage leads with automated email workflows, nurturing them through various stages of the sales funnel.
  • Use Social Media :  Integrate LinkedIn, Facebook, and Google Ads with HubSpot CRM to capture leads directly from ad campaigns and organic posts.

Each of these strategies is supported by HubSpot’s tools, which we’ll explore in the following sections.

Capture Leads with HubSpot Forms & Landing Pages

The first step in any lead generation campaign is to capture leads efficiently. HubSpot makes this easy with customizable forms and landing pages designed to convert website visitors into valuable leads.

How to Create High-Converting Forms in HubSpot

A form is a structured section on a webpage where users input information (e.g., name, email, phone) to submit inquiries, sign up, or access content. Forms capture leads by collecting essential details, allowing businesses to follow up and nurture potential customers.

To create a form in HubSpot :

  • Go to Marketing > Forms > Create form.
  • Choose a form type between embedded form and standalone page.
  • Choose a template and customize the fields.
  • Finalize the options and settings, save and publish.
How to create forms in HubSpot
Tip: I recommend keeping it simple when collecting customer information by requesting only essential details (name, email, phone) to avoid overwhelming potential leads with lengthy forms.

How to Create a Lead-Optimized Landing Page in HubSpot

A landing page is a standalone web page designed to capture visitor attention and drive a specific action, such as signing up or making a purchase. Landing pages capture leads by offering valuable content or incentives in exchange for contact information.

Tip : The HubSpot’s Smart Content feature allows you to personalize landing pages based on user behavior and target audience.

To create a landing page in HubSpot :

  • Go to Content > Landing Pages > Create
  • Select a template and customize the landing page with a strong headline and a clear call-to-action.
  • Finalize the set up, save and publish.
Tip : I recommend you conducting A/B tests using HubSpot's built-in testing tools to test and optimize email subject lines, CTAs, and marketing channels for better performance of your landing page.

Nurture Leads with Email Marketing & Automation

Once you capture leads, the next step is nurturing them through email marketing and automated emails. HubSpot enables businesses to send personalized, targeted campaigns that move leads through various stages of the buyer’s journey.

Tip: Set up a lead scoring system to identify the best quality leads and focus your sales team on high-converting prospects.

How to Set Up an Email Nurturing Workflow in HubSpot

Workflows automate marketing emails to deliver the right message at the right time, keeping leads engaged, building trust, and guiding them through the buyer’s journey until they’re ready to convert.

  • Go to Automation > Workflows > Create Workflow.
  • Select a trigger and a goal and set up the actions.
  • Fine-tune your workflow, save and publish.
Email Nurturing Workflow in HubSpot
Good to know : With HubSpot you can track your customers engagement and monitor your workflows metrics such as open rates, clicks, and responses to adjust the campaign.

Engage Leads in Real-Time with Live Chat & Chatbots

Not all leads want to fill out a form some prefer instant answers. HubSpot Live Chat and Chatbots provide an opportunity to engage with visitors in real time.

How to Set Up Live Chat in HubSpot

A live chat is a website widget that allows visitors to start real-time conversations with your team, connecting them instantly with sales or support based on their needs, keeping them engaged and moving them closer to conversion.

Live Chat in HubSpot to engage with lead - hubspot for lead generation

To set up a live chat in HubSpot :

  • Go to Automations > Chatflows > Create Chatflow
  • Select Live Agent to instantly connect visitors with a team member, or choose a Chatbot, which follows predefined rules and is ideal for Q&A and appointment bookings.
  • Customize your Live Chat according to the available options.
  • Review and save to make it available for your website visitors.

Generate Leads by Integrating LinkedIn to HubSpot

As LinkedIn is one of the most powerful platforms for B2B lead generation integrating it with HubSpot allows businesses to capture, nurture, and convert leads more efficiently.

Enhance Sales Prospecting with LinkedIn Sales Navigator

HubSpot’s LinkedIn Sales Navigator integration helps sales teams track and engage with qualified leads inside the CRM.

Connect HubSpot to LinkedIn

By integrating LinkedIn with HubSpot you can:

Track & Optimize Your Lead Generation Efforts with HubSpot Reports

A successful lead generation strategy isn’t just about capturing lead information—it’s about measuring and improving performance.

How to Track Leads & Optimize Performance

After accessing the dashboard menu, you can create dashboards to monitor key metrics at a glance, helping you track and optimize your lead generation efforts. This allows you to have a clear overview of your marketing performance and make data-driven decisions.

For example, you can analyze your lead sources to understand where your business leads are coming from and identify the most effective marketing channels.

Additionally, you can also track website traffic to assess whether your landing pages and content are effectively attracting and engaging visitors, ensuring your digital presence drives meaningful interactions.

By regularly reviewing these metrics, teams can make informed adjustments to drive growth. HubSpot’s advanced reporting capabilities also offer deep insights into consumer behavior and campaign performance across multiple platforms, ensuring both marketing and sales teams are aligned for maximum results.

Conclusion

HubSpot is an essential lead generation tool that helps businesses capture, nurture, and convert leads efficiently. With tools like landing pages, automated emails, chatbots, and analytics, companies can optimize their lead generation efforts and achieve sustainable growth.

If you’re looking to generate high-quality leads, improve conversion rates, and streamline your marketing efforts, HubSpot provides the all-in-one solution to make it happen.

Start leveraging HubSpot today and take your lead generation strategy to the next level!

Frequently Asked Questions

How do marketers typically generate leads?

Marketers use content marketing, SEO, social media, and paid ads to attract leads. HubSpot simplifies lead generation with landing pages, lead capture forms, and analytics to track performance.

How does HubSpot help with lead generation?

HubSpot automates lead generation with tools like email campaigns, lead tracking, and personalized follow-ups, making it easier to convert prospects into customers.

What should be included in an effective engagement strategy?

A good engagement strategy uses personalized communication, multi-channel outreach, and valuable content. HubSpot streamlines this with automated workflows, email marketing, and CRM tracking.

What makes a lead engaging?

An engaging lead actively interacts with your brand, showing interest through email opens, clicks, or social media. HubSpot helps track and nurture these leads with automated follow-ups and personalized content.