Remember what sales was like before the Internet? The sales person ruled the sales process. Today it's just the opposite. Today, you just hop online and go with the option that you think will work best for you. When you’re talking to a sales person today, you’re looking for someone who can solve what you’re trying to achieve, not someone who will push something on you.

This is why Inbound leads are so important. With a growth driven website (or social network), visitors find your content, and if they like it, they can then engage with you. Inbound is the primary way potential customers will come to you. Hubspot Sales Professional and CRM, often called the Hubspot Growth Stack, will revolutionize things for you and your buyer.

How to Capture Inbound Leads

Hubspot Sales Professional and CRM is not just "any old CRM." It is a suite of tools to both increase your lead capture and make nurturing those leads more efficient for your sales team. Let's begin:

1) Forms

A form can collect multiple pieces of information about inbound leads. Chances are, you have either a "contact us" form or a "request a quote" form on your website right now. Those forms are of little value if they're not connected to your Hubspot CRM. 

sales lead cap form.png

Before we discuss what can be done with data in your CRM, let's look at other ways you can acquire leads.

2) Hubspot Lead Flows

Lead Flows are simpler than forms. The best Lead Flows appear as polite pop ups on a few web pages.

Sometimes they will only capture a lead’s email address. If the email address uses the company’s website domain (e.g., the CRM will populate all other information about a lead’s company, helping you to find contacts at that company and move them forward in their buyers' journey.


Hubspot sources information from all over the Internet about any given company. That information is added to a company profile in your CRM. The more information you have, the better your sales team is armed to communicate with people within that company.

3) Hubspot Messages

Messages is a live chat tool that’s built specifically for sales teams. You can use chat to begin a sales conversation immediately.


You can use the Messages app to place messages on a few key pages, like your pricing page. Messages is a full-featured app:

  • Customize your welcome messages.
  • Set the target audience.
  • Customize your offline message.
  • Set your availability.

With Hubspot's acquisition of Motion AI, what you'll be able to do with bots will take your marketing to a whole new level. 

4) Hubspot Prospects Tool

The Prospects tool shows a list of companies who have visited your website. You can go through the list and favorite any companies you’re currently working with or trying to work with. Then, turn on notifications so you’ll get notified whenever any of these companies returns to your website. If they do, that would be a good time to resume a conversation with.


The Prospects screen shows a list of companies who have visited your website. When you click on a company, you’ll instantly bring up information about that company. Click the star next to a company’s name to add it to your favorites. To access favorites, go to the “views” dropdown and access, “favorites.”

You can filter this list by any property you choose, so you only see companies by any criteria. You can also sort. You then can save this view, and then set “manage notifications” so that you’ll get notified when any of these companies has visited your site. Turning on notifications is a very good way to engage these companies to move the sales conversation forward.

How to Organize Your Leads

Inside the Hubspot Sales Professional and CRM, there are three kinds of records: Contacts, Companies, and Deals. Contacts are the individual people, their companies are their organizations, Deals are the sales in progress with those contacts or companies.

5) Hubspot Contacts

Contacts are the center piece of any CRM. They contain all information about anyone who will become a future customer. Contacts shouldn’t be treated as inanimate objects or simply as personas you're targeting. They are people. The more you treat them like people, the better success you’ll have with sales.


Everything you do inside the Hubspot Growth Stack revolves around Contacts. The more you understand your contacts, the more you’ll be able to move them forward in their buyers’ journey.

Each contact has a timeline. It contains the entire story of each person your sales team interacts with. The beauty of the contacts timeline is that everything is automatic. I mean automatic. There is no copy and pasting, no searching back through old emails to add information to a contact’s record. The timeline will create a complete record of your contacts so you’ll be able to focus on selling, not managing data.

With Hubspot Sales Professional and CRM, you can make calls, send emails, take notes, record calls, and schedule meetings—all without ever leaving your CRM.

6) Contacts Filters

It’s possible to easily become overwhelmed if you are responsible for hundreds if not thousands of leads, with new ones being added to your contacts records every day.

The solution to managing contacts is filters. Adding a filter to your contact list will allow you to view and interact with only those contacts you prioritize.


Say you want to view only those contacts that are associated with Deals. Easy. Just set the filter to view only “deals.” But what if you want to engage only those contacts no one has contacted yet? You can set a view based on “Lead Status.” You establish the status of a lead within a contact’s record.

If you’re using the Forms Tool in Hubspot Marketing, you can set a up a Request a Quote form to automatically tag a lead’s status to something like, “Not contacted yet.” That way, if you want to view which leads have filled out your request a quote form, but haven’t been contacted yet, you can filter that view in Hubspot CRM, contact those leads, and change Lead Status to “contacted.”

To be more granular, you even can record the contact’s response as “warm or cool,” depending on how your initial conversation goes.

Working Your Leads

7) Task Queues

Task Queues work like a "play list" of all tasks you need to do that are similar, like sending some leads an email. 

Tasks are accessed via the main menu in Hubspot Sales. To add people to a task queue, simply click on any number of contacts, then click on “add to queue,” name the queue, and you’re done. It's a really quick way to get hyper-organized.

8) Email Templates

Inside the Hubspot Growth Stack is a powerful feature called email templates. If you've found an email that works for a certain stage in a lead's buyers' journey, creating an email template can save a lot of work. 

Combining personalization tokens and fill-in-the-blank areas in an email template will allow you to send a highly personalized email in a fraction of the time it normally would take you.

Templates are easy to create. Simply create a new template, name it, add tokens, paste in your email body, and you're done.


The edit template screen shown above displays a prompt for a newly added feature: Appointment scheduling. This simply is a link in the signature line of your email that allows a contact to book a time with you and add the schedule to their calendar.

Hubspot's software is not static. You buy now, lock in pricing forever, and new features are added allowing the software to grow with your sales and marketing needs. 

9) Deal Stages

In Hubspot Sales Professional and CRM, each lead gets its own record called a “contact,” and each company gets its own "company record," the same goes for potential sales. 

In Hubspot, each potential sale is called a “deal.” Why should you use deals? Your ultimate goal is to grow your company and the only way to do that is to close more sales. Whatever your motivation, growing your company or getting a commission check, deals will help you become far more efficient in your sales process.


Think of deals as a filter. Everyone in your contacts database is important… to a point. The ones you should care the most about are the ones with the most sales potential. Deals allow you to measure that sales potential and to do something with those offering greater potential.

While you could add notes or filters in contact records, those records won’t give you the same level of lead intelligence as creating deals and deal stages will.

Deals show at a glance which contacts are the closest to becoming customers. If you’re not using deals, you’re missing out on potential sales.


What do you think? Would you like a live preview or trial? We think this is one of the more formadable pieces of software for a sales team on the marketing today.  


Editor's note:
This post was originally published:
Last Updated: