ISE 2025 HubSpot Marketing & Sales Playbook

ISE 2025 HubSpot Marketing & Sales Playbook

What is this about?

This document outlines the strategy and processes for managing leads collected at ISE 2025, serving as a

test case for integrating HubSpot into our sales and marketing operations. It details the data collection

approach at the event, the segmentation of leads by type and temperature, and the tailored engagement

strategies for nurturing and converting these leads into opportunities. The playbook also defines lifecycle

stages, highlights workflows for both HubSpot and non-HubSpot users, and provides guidance for

handling partner leads. By testing these processes, we aim to refine our use of HubSpot and gather

insights for a broader implementation.

Remarks

ISE is a test case for HubSpot. Not every sales rep will process the ISE leads in HubSpot yet.

This is NOT the official launch of HubSpot Sales Hub or the replacement of SuiteCRM, but rather a

preliminary test case to collect feedback.

Glossary

Marketing nurture emails: these will be created by marketing and send as a 1:many email from a

general domain (e.g. marketing@televic.com). A nurture flow could look like this:

Sales sequence: this is a 1:1 email send from the inbox of sales themselves. A sales sequence could

look like this. It is a combination of automated emails and actions that need to be taken by sales. When

a user books a meeting or replies to the sequence, they will be unenrolled.

Data collection at ISE

At ISE 2025, sales representatives will scan the badges of visitors to the booth. They should record the

following information for every scanned badge:

• New or existing customer?
• Customer type

End User: The end clients who might be interested in purchasing our solution.

Distributor: Not nurtured by marketing; send to sales → should have been covered by Julie

Consultant: Not nurtured by marketing; send to sales.

Integrator: Not nurtured by marketing; send to sales.

• Vertical (if end user)
• Lead temperature (hot, warm, cold)

Cold: Needs marketing nurture.

Warm: Possible project, but needs another meeting to confirm.

Hot: Project identified; there is an opportunity here.

All these leads will be imported as MQLs into HubSpot.

Lifecycle stages for ISE

Lead Skipped

Marketing Qualified Lead Badge scanned at booth

Sales Qualified Lead - Booked a meeting (if it can be tracked)

• Submitted contact form on website (if sales user

is not in HS)

Opportunity Project identified, deal created in HubSpot

Customer Closed won deal in HubSpot after ISE

Lead processing

Cold End-User Leads

Engagement Strategy:

Marketing will nurture these leads with tailored HubSpot emails, customized by vertical and

country.

Emails will feature product information and case studies.

Conversion Process:

If a lead engages, they receive a follow-up email to schedule a sales meeting.

Sales User in HubSpot: Send HubSpot meeting link.

Sales User not in HubSpot: Send a meeting request contact form.

If a lead does not engage or books a meeting after showing initial interest, nurturing continues.

If a meeting is booked, the lead becomes an SQL. If an opportunity is identified during the

meeting, an opportunity can be created in HubSpot.

Warm End-User Leads

Engagement process:

Utilize a sales sequence in HubSpot from the sales inbox, aimed at scheduling a

meeting.

If the sales owner isn't in HubSpot, track conversions in Excel to maintain a complete

overview post-ISE.

Conversion Process:

They are deemed sales qualified lead. If an opportunity is identified during the meeting,

an opportunity can be created in HubSpot.

Hot End-User Leads

Conversion Process:

For these leads, they will be set to 'opportunity' immediately and a deal will be created.

Sales User in HubSpot: Manually work on the opportunity and log activity in HubSpot

Sales User not in HubSpot: tracked in excel.

Integrators and consultants types:

New Partners: Partners we haven't worked with before. They may partner with us post-ISE

and present new opportunities.

Existing Partners: Partners we've previously collaborated with; aim to identify new

opportunities at ISE.

Cold and Warm Integrators and Consultants

Engagement Process:

Utilize a sales sequence in HubSpot from the sales inbox, aimed at scheduling a meeting to see

if new opportunities can be identified.

If the sales owner isn't in HubSpot, track conversions in Excel to maintain a complete overview

post-ISE.

Hot Integrators and Consultants (Partners)

Conversion Process:

For these leads, they will be set to 'opportunity' immediately and a deal will be created.

Sales User in HubSpot: Manually work on the opportunity and log activity in HubSpot

Sales User not in HubSpot: tracked in excel.

↑ ISE 2025 HubSpot Marketing & Sales Playbook

Sales Instructions

• Make sure you completed the getting started guide

Install the HubSpot Sales Extension & HubSpot Mobile App

Upload a profile image and check timezone and language settings here

Connect your personal email here. Turn on ‘inbox automation’.

Connect your calender here. Set meeting domain to web.televic.com

Connect your phone number here.

Go here, set owner to ‘Willem Van Maele', hover over the meeting link ‘Meeting link WILLEM’, then go

to ‘actions’ and ‘clone'. Look for yourself in the owner tab, edit that meeting link and update the

internal name + save. Afterwards, go back to actions next to your own newly created meeting link

and click ‘set as default’.

Sales Process After ISE Conference – HubSpot Guide

Watch the video below on how to process leads

6:09min

Sales Process After ISE Conference – Written version

• Accessing Leads

Once notified that leads are available, go to Workspaces > Sales in HubSpot.

Click on Leads to see all warm leads collected from ISE.

Leads are linked to a company and a contact, with a specific lead stage.

• Understanding Lead Status

New leads: Require processing.

Attempting: Contact has been made (email sent, call logged).

Connected: A response has been received, but opportunity is uncertain.

Qualified: A deal is created in the sales pipeline.

Disqualified: No opportunity. Add a reason/note and optional follow-up task.

• Engaging with Leads

Click on a lead to:

Send an email (via HubSpot or Outlook).

Call using HubSpot.

Log activities (e.g., inbound calls).

Schedule a meeting (use meeting link).

Lead status updates automatically but can be adjusted manually.

• Managing Deals

Hot leads are automatically placed in the deal pipeline.

Qualified leads require a manually created deal.

Set:

Expected close amount

Close date

Correct deal stage

Find deals under CRM > Deals or in the sales pipeline view.

• Next Steps

Keep lead and deal details updated.

More training on additional HubSpot features will follow.

Using Sequences

3:40min

Using Sequences in HubSpot

What Are Sequences?

Sequences automate personalized email outreach and task creation for prospects. Unlike marketing

emails, they appear as manually sent emails from your address.

How Sequences Work

Contacts follow a set of emails and tasks over a period.

They are unenrolled automatically if they reply, book a meeting, or are manually removed.

Ideal for meeting requests and follow-ups.

Example Workflow

• Email 1: Automated email with a meeting link.
• Follow-up Task: Call if no response (sequence pauses until completed).
• Email 2: Sent if the prospect is not reached.
• LinkedIn Request: Task to connect after two days.
• Final Email: Last attempt to schedule a meeting.

How to Enroll a Contact

Step 1: Identify Leads

In Leads Overview, find contacts not in a sequence.

Use the "Enrolled in Sequence" field to check status.

Step 2: Enroll Contacts

• Open the contact record → Click “More” → Select “Enroll in Sequence”.
• Or select multiple leads in Leads Overview → Click “Enroll in Sequence”.
• Check for missing fields (e.g., first name, company).
• Click “Start Sequence”.

Key Takeaways

✔ Automates follow-ups while keeping emails personal.

✔ Contacts are automatically removed if they engage.

✔ Use sequences to increase meeting bookings efficiently.

Want to learn more now? Check out the Sales Hub Certification in HubSpot Academy.

​HubSpot - Academy

h​ ttps://app.hubspot.com/academy/8827856/tracks/2202162/2253608/1150607?search=Sales+Hub+Certificate

https://app.hubspot.com/academy/8827856/tracks/2202162/2253608/1150607?search=Sales+Hub+Certificate

Slides of the first training

20250124 Televic Sales Training (1).pdf

PDF Document

1,8 MB