Background
Our client is a B2B financial services company based in the United States, specializing in helping businesses optimize their capital structure and growth strategies—exactly the type of financial services lead management challenge that requires sophisticated HubSpot lead tracking solutions!
Following On The Fuze's 3-Phase Approach to Maximize HubSpot optimization services, they entered our partnership at Phase 1: Reset, with the goal to reach Phase 2: Optimize and turn their HubSpot account into a money-making machine!
Challenges
The Client's lead management inefficiencies were costing them money and opportunities—a scenario all too common in financial services lead management:
- Their lead tracking was completely manual and inconsistent, making it nearly impossible to determine which marketing efforts were actually driving results.
- Without proper HubSpot lead source attribution, they couldn't measure B2B lead generation ROI or make informed decisions about where to invest their capital management lead generation budget.
- Even worse, they had no automated lead scoring system. Every lead—whether it was a Fortune 500 company ready to close or a tire-kicker just browsing—received the same level of attention. This meant their team was spending valuable time on low-potential prospects while high-intent leads with serious buying signals weren't getting the attention they deserved.
The consequences were adding up fast: inconsistent follow-ups, missed opportunities with hot prospects, wasted time on unqualified leads, and zero visibility into their lead pipeline performance. Like many financial service companies who use HubSpot, they knew they needed a structured approach but didn't know how to set up lead scoring in HubSpot effectively.
Solutions
We implemented a complete restructure of their lead management system that addressed each of their pain points through our systematic implementation approach:
Step 1: HubSpot Lead Scoring Setup
- Configured two separate HubSpot lead scoring models for Contacts. This was a work around due to the client's HubSpot subscription limitations which prevented them from using the "Combined Score" feature.
- Created a New Lead Property Score (Fit Score) with Contact Fit score type and maximum threshold configuration.
- Built a New Lead Property Score threshold that automatically categorizes the Fit score (High, Medium, Low) based on custom scoring criteria.
- Established lead scoring criteria based on engagement, company size, deal potential, and demographic factors provided by the client.
Step 2: Automated Lead Source Attribution
- Set up automated HubSpot lead source attribution for accurate tracking across all channels (website, ads, LinkedIn, referrals).
- Created custom properties in HubSpot to host the new lead scoring system setup and lead source tracking.
- Implemented dynamic scoring that adjusts in real-time based on prospect behavior and engagement.
- Configured automatic HubSpot lead qualification workflows that trigger immediate notifications when leads reach high scores (pictured below).
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Step 3: HubSpot Custom Reports and Dashboards
- Developed custom reports and dashboards to easily see lead performance and B2B lead generation ROI.
- Created comprehensive reports showing lead quality, conversion likelihood, and source effectiveness.
- Implemented automated alerts for the originations team when high-value prospects engage.
- Set up ongoing optimization protocols to continuously improve scoring accuracy using HubSpot lead management best practices.
Optimization Results
- 100% Automated HubSpot Lead Source Attribution: Every lead now gets automatically tagged with their true acquisition channel, providing crystal-clear B2B lead generation ROI visibility for their capital management lead generation efforts
- Real-Time B2B Lead Prioritization: High-scoring leads trigger immediate notifications through our lead management automation system, ensuring their originations team responds to hot prospects within minutes, not hours
- Eliminated Manual Lead Management: What used to require constant manual updates and subjective decision-making now runs completely on autopilot through automated lead tracking HubSpot workflows
- Data-Driven Investment Firm HubSpot Optimization: Custom dashboards provide instant insights into which channels drive the highest-quality leads, allowing smarter budget allocation for their financial services lead management
- Streamlined HubSpot Lead Qualification Process: The team now focuses exclusively on pre-qualified, high-potential prospects, dramatically improving their time-to-conversion rates through strategic B2B lead scoring for finance
What's Next?
Our client is already seeing the positive impact of their optimized lead management system and is eager to continue optimizing HubSpot... with the goal to get to Phase 3 of our partnership, focussed on Maximizing HubSpot's capabilities!
We're currently planning additional automation workflows and advanced reporting features that will further enhance their marketing ROI visibility and sales team efficiency.
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