In an ever-evolving global business marketplace, implementing HubSpot for manufacturers can help them stay competitive.
HubSpot is a comprehensive customer relationship management (CRM) platform with a suite of tools to attract, inform, and engage customers throughout their sales journey. Manufacturing companies can utilize HubSpot to improve their processes for:
- Marketing
- Sales
- Customer service
The tools HubSpot brings are designed to help teams inside a manufacturing company work more efficiently and collaborate seamlessly. While at the same time, they can generate valuable insights into customer behavior and business performance. It’s data that can be the building blocks of future company growth.
How Does HubSpot Work?
At its core, HubSpot provides businesses with the tools, business functions, and insights they need to grow. These include:
- CRM: HubSpot’s CRM software for the manufacturing industry allows businesses to:
- Store and manage contact data
- Track interactions
- Maintain detailed records of customer activity
Having all customer information in one place helps sales and manufacturing marketing agencies stay organized, in sync, and work smarter.
- Marketing Hub: The features included here can be used for:
- Content creation
- Social media management
- Email marketing
- SEO
- Lead nurturing
- Analytics
The Marketing Hub helps businesses attract and convert leads with targeted campaigns and personalized content.
- Sales Hub: Sales teams can close deals faster by automating repetitive tasks and keeping track of key prospect interactions using:
- Email tracking
- Sales automation
- Meeting scheduling
- Pipeline management
- Service Hub: After the sale is made, manufacturing companies can strengthen their service with:
- A help desk
- Ticketing system
- Searchable knowledge base
- Customer feedback surveys
- CMS Hub: HubSpot also offers a content management system (CMS) that helps businesses create, manage, and optimize their website and landing pages. No coding skills are required.
- Operations Hub: Ensure that your systems are always up to date and running efficiently by:
- Streamlining data sync and other processes across tools
- Automating workflows
- Expanding data quality management
Key Features of HubSpot for Manufacturing Companies
HubSpot has several key features that are especially beneficial for manufacturing businesses looking to streamline their operations, improve customer relationships, and drive growth.
CRM and Contact Management
The CRM available in HubSpot for manufacturers can be used to help sales and marketing teams manage and organize leads, customers, suppliers, and other contacts in one centralized location. This is particularly useful for tracking long sales cycles, managing complex buyer personas, and keeping detailed records of interactions.
Key Benefits
- Track manufacturing sales lead
- Manage customer relationships
- Maintain detailed records on each contact (i.e. previous interactions, quotes, and purchases)
Email Marketing and Automation
Email marketing enables manufacturers to nurture leads, keep customers informed, and send out targeted communications about new products, pricing updates, or industry trends.
As responses to those communications come in, automated workflows can be established within HubSpot that will support lead nurturing and facilitate customer engagement.
Key Benefits
- Automate follow-ups with potential leads
- Send personalized emails to segmented lists
- Track email performance to improve outreach efforts
Sales Pipeline and Deal Tracking
The sales pipeline feature in HubSpot for manufacturing companies sets them up to manage complex sales processes across multiple stages (e.g., prospecting, quoting, and contract negotiation).
And when sales make the turn, HubSpot’s deal tracking feature provides clear visibility into each deal's progress.
Key Benefits
- Visualize and track deals from lead generation to closing
- Improve communication within the sales team
- Help sales teams prioritize their efforts
- Forecast revenue based on the pipeline
Lead Scoring and Segmentation
Lead scoring allows manufacturers to qualify leads based on criteria such as engagement, company size, and readiness to buy. In addition to those processes, HubSpot offers segmentation features to tailor marketing messages and campaigns to specific industries, product categories, or customer needs.
Key Benefits
- Prioritize high-value leads
- Ensure targeted messaging
- Improve the efficiency of marketing and sales efforts
Customer Service and Support Tools
HubSpot’s Service Hub offers tools like ticketing, knowledge bases, and live expert chat sessions that help manufacturing companies provide superior after-sales service and support. These tools allow manufacturers to resolve issues quickly, manage customer inquiries, and maintain long-term relationships.
Key Benefits
- Improve customer satisfaction with fast responses
- Provide self-service options through knowledge bases
- Create a seamless support experience for clients and partners
HubSpot CRM for Managing Complex B2B Sales Cycles
When using HubSpot for manufacturing businesses, the CRM will be particularly valuable. That’s because it is configured to deal with the uniquely intricate nature of B2B sales cycles. Those complex sales periods have traditionally been difficult to manage because of:
- The involvement of multiple decision-makers
- Long timelines
- Intricate product specifications
Customizable Sales Pipelines and Deal Stages
Manufacturing sales cycles typically involve several stages including:
- The initial inquiry
- A quote(s)
- Product testing
- Timeline and delivery negotiations
- Contract reviews
Because this process can have slight variances based on industry, raw materials, and final products, HubSpot allows manufacturers to customize their sales pipelines. This flexibility ensures that each deal is tracked according to its unique requirements, providing clear visibility of where each opportunity stands in the pipeline.
Lead and Contact Management
In B2B manufacturing, multiple contacts—procurement managers, engineers, and C-suite executives—can be involved in a single deal. The HubSpot CRM centralizes all of that contact information including emails, meeting notes, and tasks, in one place.
This 360-degree view ensures that each member of the sales team has a comprehensive understanding of every stakeholder’s role in the sales process. This centralization also:
- Helps prevent missed follow-ups
- Ensures clear communication
- Encourages the engagement of all relevant contacts at the right time
Automated Task and Follow-Up Reminders
Manufacturing deals often require multiple follow-ups over extended periods. Team leaders can use HubSpot’s automation tools to set reminders and tasks that prompt salespeople to make those calls with prospects at critical points in the sales cycle.
Custom Properties and Lead Scoring
If we’re being honest, not all leads are equally valuable. Rather than spend time chasing everything with the same vigor, HubSpot allows the creation of custom properties within the CRM. These can be used to track specific data points (e.g., project size, decision-makers, or budget).
These data points can then be used for lead scoring. These scores allow you to prioritize the high-value leads most likely to convert. This focused approach improves efficiency and closing rates.
Collaboration and Communication Tools
In B2B manufacturing, a sales quote is never a simple calculation. Input is needed from multiple sources—product development, engineering, logistics—to provide the nuanced specifics needed for an accurate estimate.
Using HubSpot for manufacturing businesses, teams can collaborate seamlessly with shared notes, tasks, and internal communication centrally accessible. This ensures that all of the different department discussions (and side discussions) are accounted for in the final proposal.
Document Management and Quotes
During the sales process, quotes, contracts, and technical documents will need to be shared, reviewed, marked up, and re-circulated. HubSpot’s easy document storage and quote generation capabilities keep every document available and organized.
The CRM offers not only accessibility but accountability by tracking which documents have been opened, edited, or signed.
Reporting and Forecasting
Accurate forecasting is essential for managing complex sales cycles. This is especially true when dealing with long timelines and multiple stakeholders.
The CRM in HubSpot for Manufacturers offers reporting tools that provide a clear view of sales performance, pipeline health, and revenue forecasts. These insights help manufacturers:
- Make data-driven decisions
- Allocate resources efficiently
- Adjust strategies to meet sales goals
HubSpot Marketing Hub for Manufacturing
HubSpot’s Marketing Hub can significantly help manufacturers manage complex B2B sales cycles. It provides the tools to streamline lead generation, improve engagement, and enable personalized outreach across the sales cycle.
Integration with CRM and Sales Hub
Marketing and sales alignment is critical for managing the complexity of the B2B sales cycle. That’s why HubSpot’s Marketing Hub integrates seamlessly with the CRM and Sales Hub. It ensures leads, customer interactions, and insights flow smoothly across teams.
For example, marketing campaigns feed directly into the CRM, where sales teams can view detailed lead information and track how they engage with marketing content. This allows sales teams to have informed, timely follow-ups based on a prospect’s activities and stage in the buying cycle. This results in improved conversion rates and shorter sales cycles.
Lead Generation and Landing Pages
Manufacturing sales cycles often start with inbound marketing efforts in an attempt to generate leads. HubSpot’s landing page builder is integral to those efforts. It can be used to build targeted, conversion-optimized landing pages for every specific campaign.
The data each landing page captures helps sales teams identify qualified leads and follow up with tailored messaging.
Content Marketing and SEO Tools
One of the best ways to educate prospects is through content marketing. Manufacturers can use HubSpot to create educational content like product whitepapers, case studies, and guides, that target key decision-makers in their industry.
Optimizing that content for SEO ensures that prospects can find it when researching solutions. This has the bonus effect of increasing inbound leads and attracting potential customers.
Lead Nurturing and Email Workflows
B2B sales are rarely one-touch affairs. They typically require several touchpoints before a prospect makes a purchasing decision. Using HubSpot for manufacturers, sales teams can create automated email sequences that nurture leads based on interest or their current place in the buyer's journey.
For example, after a prospect downloads a product brochure, HubSpot can automatically send them follow-up emails with additional resources, case studies, or invites to schedule a consultation. This ensures that leads remain engaged throughout the sales process without manual effort.
Personalized Marketing and Campaigns
At some point in the B2B sales process, sales teams will switch from sending automated communication to personalized messages that speak directly to a prospect’s specific needs and pain points. HubSpot allows manufacturers to deliver personalized marketing at scale.
As an example, if a lead has shown interest in a specific product line, manufacturers can send them tailored offers or information relevant to their needs. This personalization fosters stronger relationships and improves conversion rates.
Social Media and Paid Ads
Social media and paid advertising are effective channels to engage prospects and generate leads. With HubSpot, manufacturers can:
- Schedule posts
- Track performance
- Engage with prospects directly through platforms like LinkedIn
- Set up paid campaigns to target specific prospect attributes
The integration of ads with HubSpot’s CRM ensures that every lead from social or paid channels is tracked and nurtured in the sales pipeline.
Analytics and Reporting
Tracking the effectiveness of marketing efforts is essential for optimizing B2B sales cycles. HubSpot offers powerful analytics and reporting tools that provide insight into the performance of marketing campaigns, website traffic, and lead conversion rates.
HubSpot Sales Hub: Efficient B2B Sales Management
HubSpot’s Sales Hub enables manufacturers to directly improve their conversion rates by streamlining sales processes, enabling personalized outreach, and providing actionable insights.
Email Tracking and Notifications
In any sales situation, timely follow-up is crucial. HubSpot’s email tracking feature lets sales teams know when a prospect opens an email, clicks on a link, or replies. Sales teams can use this information to follow up immediately after a prospect engages with an email, ensuring that responses are timely and relevant.
Personalized Email Sequences
Using personalized email sequences, manufacturers can send out targeted emails that are tailored to the prospect's behavior. These can be used to nurture leads over time.
Deal and Pipeline Management
HubSpot’s deal pipeline feature helps sales teams visualize the progress of each deal and manage it through customized stages.
By having a clear overview of where each deal stands, manufacturers can prioritize high-value prospects, identify bottlenecks in the process, and ensure that no deal is left behind.
Sales Automation and Task Reminders
Automation ensures that sales reps stay on top of their responsibilities, like following up after a quote or reaching out for feedback after a meeting. Task reminders ensure that no follow-up is forgotten, increasing the chances of converting a lead into a customer.
Live Chat and Conversations Tool
Prospects in the manufacturing industry often have specific questions about products, lead times, customization options, or pricing. HubSpot’s live chat and Conversations tool allows sales teams to respond instantly to prospects’ inquiries in real-time. The result is a more connected prospect and a shortening of the sales cycle.
Customizable Quoting and Proposal Tools
HubSpot has tools for generating customized quotes that align with a prospect’s requirements. By offering clear, well-structured proposals that align with customer needs, manufacturers increase trust and reduce friction, improving the likelihood that the prospect will accept the deal.
Mobile Sales Tools
Sales teams in manufacturing often work on the go. HubSpot’s mobile app ensures they have access to critical information and tools wherever they are. Through the app, manufacturing sales reps can update deals, respond to prospects, and access sales materials.
HubSpot Service Hub: Building Strong Customer Relationships
HubSpot's Service Hub is an invaluable tool for manufacturers looking to manage customer inquiries and provide exceptional post-sale support, which is crucial for client retention.
Ticketing System for Efficient Inquiry Management
Customer inquiries, whether they involve product issues, technical questions, or support requests, can pile up quickly. Companies utilizing HubSpot for manufacturing can manage those inquiries automatically.
Each inquiry is converted into a ticket that is assigned to the appropriate team member for resolution. With automated ticket routing, priority tagging, and real-time updates, no request will fall through the cracks.
Knowledge Base for Self-Service Support
HubSpot’s knowledge base allows manufacturers to create a library of helpful articles, guides, FAQs, and troubleshooting tips. Customers can self-serve by searching for answers on their own, which leads to faster resolutions and boosts customer satisfaction.
Live Chat and Chatbots for Instant Support
Real-time communication is critical for resolving time-sensitive issues that can affect a manufacturing customer’s productivity.
HubSpot’s chatbots can automatically answer frequently asked questions, collect customer information, and even create support tickets for more complex issues. For more specific inquiries, live chat enables customers to connect with support agents in real time.
Customer Feedback and Surveys
By sending out surveys after a service interaction or post-purchase, manufacturers can gather valuable insights into their customers’ experiences. This feedback helps identify areas for improvement, resolve customer concerns proactively, and measure overall customer satisfaction.
Automation of Support Workflows
In manufacturing, post-sale support often requires follow-ups, scheduled maintenance, or timely reminders for renewals or orders. HubSpot’s workflow automation can help automate these tasks to improve customer service efficiency, increasing the likelihood of long-term client retention.
Customer Portal for Self-Management
A personalized customer portal allows clients to manage their own support requests, track their order status, or access past communication. The self-service capability enables customers to feel in control, while also reducing the burden on customer support teams.
Personalized Service with CRM Integration
Personalized service is key to client retention. This is especially true in B2B manufacturing where customers often require custom-tailored solutions. HubSpot’s CRM integration with Service Hub ensures that every interaction is informed by the full history of a client’s relationship with your company. This allows support agents to tailor solutions and recommendations to a customer’s specific needs.
Proactive Support via Knowledge Articles and Updates
Preventing issues before they arise, can significantly enhance the customer experience. By providing customers with relevant self-service content, and proactively addressing potential concerns, ensures that clients have a seamless post-sale experience, improving retention.
Reporting and Analytics for Continuous Improvement
HubSpot’s reporting and analytics tools allow manufacturers to track service metrics such as ticket resolution times, customer satisfaction, and the volume of open tickets.
By analyzing this data, manufacturers can identify patterns, detect recurring issues, and fine-tune their processes to reduce sales and service bottlenecks. This data-driven approach allows you to ensure that customers are consistently receiving the best support possible, further boosting retention rates.
Why Manufacturing Companies Should Switch to HubSpot
The benefits of HubSpot for manufacturers can go a long way toward significantly improving efficiency, customer satisfaction, and overall business growth.
Centralized Platform for Sales, Marketing, and Service
Many manufacturers use a fragmented set of software and tools across their sales, marketing, and customer service teams. This leads to data silos, customer miscommunication, and internal inefficiencies.
With HubSpot, manufacturers can consolidate all customer interactions, sales activities, and marketing efforts into one platform. The result is a unified view of every client relationship.
Automation and Efficiency for Complex B2B Sales Cycles
Automation tools like email sequences, task reminders, and workflows ensure that leads are consistently engaged, follow-ups are never missed, and sales teams can focus on high-value tasks. This automation not only saves time but also increases conversion rates and accelerates the sales process.
Customer-Centric Support and Retention Tools
Retaining existing customers is just as important, if not more, than acquiring new ones, especially for manufacturers with high-value B2B customers.
Integrating with HubSpot’s CRM allows support teams to view full customer histories, ensuring that every interaction is personalized and informed. By improving response times, offering self-service options, and proactively addressing issues, manufacturers can enhance customer satisfaction, increase loyalty, and boost retention rates—leading to more repeat business and long-term growth.
Real-World Success Stories of Manufacturers Using HubSpot
These success stories illustrate how HubSpot's comprehensive tools can help manufacturers find new avenues of success.
Boyd
The Challenge: For over 90 years, Boyd has succeeded with their ability to respond quickly in a fast-paced market. But their internal sales system put that response time in jeopardy.
The HubSpot Boost: Boyd switched to using HubSpot’s Marketing and Service hubs. The positive results came quickly. They saw a 5x faster service time with their ticketing, leads increased by nearly 50%, and the automation features in the HubSpot tool saved their team countless hours of effort.
Aerotech
The Challenge: A world leader in motion control systems, Aerotech was looking for a way to make its sales team more agile and responsive.
The HubSpot Boost: The switch the HubSpot’s Sales hub saved their sales team 18 hours of effort each week. This freed the team up to get back on the road working with new prospects and strengthening relationships with existing customers.
How to Get Started with HubSpot for Manufacturing Companies
As a HubSpot Partner Agency, we specialize in helping manufacturing companies seamlessly implement and optimize HubSpot across Sales, Marketing, and Service. We can help manufacturers not just implement HubSpot but get the full power of the platform with HubSpot custom integration.
With our expertise, you can confidently navigate HubSpot’s robust capabilities, empowering your team to take full advantage of this powerful platform while saving time and effort along the way.
If you are looking at taking on HubSpot for manufacturing so you can increase sales efficiency, enhance customer experience, and ultimately drive more growth, let’s talk.
