HubSpot CRM: The Lead Lifecycle from Conversion to Deal

There are several Customer Relationship Management software on the market: in today’s article we will focus on HubSpot CRM. Why this one? The reason is simple, it is an easy-to-use tool, even for the most technology-heavy salespeople or those most fond of Excel files!

Find out more by reading on!

What is HubSpot and what is it for?

HubSpot ‘s definition of its platform is all in one.

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In addition to efficiently and intuitively connecting marketing activities with sales and customer service, HubSpot CRM is free and available in Italian!

Before seeing how HubSpot supports lead management, from conversion to deal, we offer you a practical glossary with definitions of the various stages of a contact in the CRM.

HubSpot CRM — Glossary

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Lead management and qualification from MQL to SQL is the responsibility of marketing, through lead nurturing activities that aim to increasingly involve potential customers and — at the same time — collect valuable information on their interests.

When does a sales qualified lead become an opportunity?

Every company has a specific sales process and pipeline management ; however, there are two common cases that directly transform a marketing-qualified lead into a sales-qualified lead.

1. When the lead requests direct contact (e.g. a demo or a consultation) The request for a demo or a consultation by the lead can happen as:

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Our advice is to wait for the outcome of the demo or consultation before deciding whether it is a real sales opportunity.

In fact, during the interaction, details can often emerge that take the lead back to a previous stage — for example, because they don’t have purchasing power, there are other decision makers, or the company doesn’t have the ideal characteristics for the proposed solutions.

When the lead meets the BANT qualification criteria

BANT is an acronym that stands for:

Budget — How much can and is the prospect willing to spend?

Authority — is it the decision maker or an influencer?

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Timing — Is the purchase an urgent activity for the potential customer?

When the company chooses to activate this type of prequalification, it will probably have fewer opportunities in the pipeline, but they will be more concrete.

The evaluation of the criteria can take place with an initial telephone contact with the lead or through progressive qualification.

The Lead Lifecycle with HubSpot CRM

As we have seen, one of the advantages of HubSpot CRM is its integration and the ability to align different business functions with respect to objectives and their achievement.

For example, when a company becomes a concrete business opportunity, if there are multiple contacts belonging to the same company, all of them are automatically qualified.

For this reason, it is advisable to reserve the opportunity qualification for those who truly correspond to the defined parameters, otherwise you run the risk of having to manually downgrade them all (if it is discovered that they do not satisfy the BANT criteria).

In these cases, it is worth keeping the contacts in the CRM and reactivating the marketing initiatives, hoping that over time they will get closer to purchasing again, because the conditions in the company have changed.

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