The modern industrial sector faces numerous challenges in sales and marketing due to the specific nature of its products and the complexity of its sales processes. Well-chosen, modern technological solutions can help overcome these challenges. Below, we outline the key aspects through which HubSpot's growth platform supports the industrial sector.
Industrial products are often characterized by a high degree of complexity, requiring advanced documentation, compliance with regulations, and tailored offers.
This industry is also marked by long-lasting sales processes involving not individual buyers but purchasing committees. The process is not linear; it occurs simultaneously across multiple channels, may revisit earlier stages, or come to a standstill. This necessitates maintaining long-term relationships with potential clients.
These relationships do not end with the transaction but extend to post-sales service, such as installation and maintenance.
This requires continuous data collection on customer behavior, agreements, and products, as well as information about which companies are ready to make a purchase.
HubSpot's CRM function stores all this data—from technical documentation to interaction history—in one place.
The system collects basic data such as companies, contacts, and deals. It also tracks activities like calls, emails, LinkedIn interactions, meetings, and notes, assigning them to relevant contacts. HubSpot can integrate with Outlook or Gmail, synchronizing email communication and calendar appointments across both HubSpot and work email platforms.
Custom categories or "custom objects" can also be created based on the type of information needed. Data is relational, linking individuals to companies, allowing intuitive navigation between them.
For sales and marketing, this means that by consistently collecting relevant data, it's possible to build a highly detailed picture of potential customers, regardless of whether they are close to making a decision or just starting to explore the market.
At every stage of the relationship—from lead to service support—all necessary documents, such as emails, attachments, and offers, are readily available.
In the industrial sector, where purchasing decisions are often made by committees, precise personalization of messages at various stages of the buyer's journey is crucial. This would not be possible without technical segmentation and automation tools, which help manage large amounts of data and leverage them for growth.
Automation in HubSpot enables timely actions based on lead scoring (multi-faceted contact qualification) or tracking user activity.
For example, companies can create workflows that automatically assign leads to the appropriate salespeople based on criteria such as location, purchasing potential, or employee expertise.
Communication, such as sending emails or SMS messages, can also be automated yet personalized, depending on the market segment or the client's reaction to previous messages.
The system automatically logs interactions such as sent emails, virtual meetings, or phone calls. This improves sales process management and reduces the time spent on administrative tasks and responses.
Centralized data in HubSpot allows for quick report generation and analysis, supporting better business decisions. The platform also provides advanced analytics tools to monitor progress toward goals.
Sample workflow in HubSpot
Another challenge for industrial companies is IT fragmentation. This sector was an early adopter of enterprise resource planning (ERP) systems. Ironically, this now poses a development barrier, with outdated ERP systems that are not integrated with other company tools and require updates.
Often, the tools used do not communicate in real time, and data is transferred via files, leading to delays and hampering knowledge management.
HubSpot acts as a platform that integrates various data sources, enabling synchronization and more effective utilization. It can integrate with many tools, including ERP systems (check out our guide on this topic) , ensuring data is not only consistent but also actionable—ready to be used in operations. HubSpot is frequently used as a tool providing a full view of customer or company information (360 View of Customer, one point of truth).
Identifying sales opportunities, acquiring, collecting, and interpreting data are the foundations of effective sales and marketing efforts. In the industrial sector, where purchasing processes are lengthy, products are complex, and tools are often not integrated, this can be a significant challenge.
HubSpot is a tool that not only addresses the challenges of modern marketing and sales but also sets new standards in data management and process automation. Thanks to its functionalities, industrial companies can streamline their operations, more effectively reach customers, and build lasting business relationships.
If you want to learn more about how HubSpot can benefit your company, contact us—we are happy to help implement modern solutions that will revolutionize your approach to marketing and sales.