Manufacturing companies have unique needs when it comes to CRM, sales, marketing, and service processes. HubSpot can be customized to help manufacturers generate leads, manage accounts, track deals, and enhance customer relationships effectively.
1. Set Up Your HubSpot Account
Step 1: Choose the Right HubSpot Plan
HubSpot Free CRM: Basic customer management.
Marketing Hub: Lead generation and nurturing.
Sales Hub: Quoting, deal tracking, and automation.
Service Hub: Customer support and ticketing.
Operations Hub: Data integration and automation.
If you need advanced features like quoting tools, automated workflows, and integrations with ERP systems, Sales Hub Professional or Enterprise is a good choice.
Step 2: Set Up User Permissions & Teams
• Define roles for Sales, Marketing, and Customer Service teams.
• Assign permissions based on departments (e.g., Sales can access deal pipelines, but not marketing automation).
2. Customize the CRM for Manufacturing
Step 3: Configure Custom Properties
Manufacturing companies need to track industry-specific data. Go to Settings > Properties and create custom fields such as:
• Product Interest (e.g., CNC Machines, HVAC Systems)
• Industry Type (e.g., Automotive, Aerospace, Food Processing)
• Lead Source (Trade Show, Referral, Website)
• Distributor vs. Direct Customer
• Annual Purchase Volume
• Current Supplier
Step 4: Set Up Deal Stages for Manufacturing Sales
Navigate to Settings > Objects > Deals > Pipelines and customize deal stages like:
• New Lead Inquiry
• Qualification Call Scheduled
• Technical Review
• Quote Sent
• Negotiation
• PO Received
• Production Started
• Shipped
• Won/Lost
This helps in tracking leads and conversions effectively.
Step 5: Use Custom Objects (Enterprise Plan)
For advanced needs, create Custom Objects to track:
• Machines Sold
• Warranty Expiry Dates
• Service Contracts
• Distributor Relationships
3. Automate Lead Management & Sales
Step 6: Integrate Website Forms & Live Chat
• Use HubSpot Forms on your website to capture leads.
• Set up Live Chat or Chatbots for quick customer inquiries.
Step 7: Automate Lead Assignment
Use Workflows to:
• Assign leads based on product interest or region.
• Notify sales reps when a lead submits a form.
Step 8: Set Up Lead Scoring
Use Lead Scoring to rank prospects based on:
• Website visits
• Downloaded resources (e.g., spec sheets)
• Email interactions
• Demo requests
Higher scores can trigger automated outreach.
4. Enhance Marketing for Manufacturing
Step 9: Create an Email Nurture Campaign
Set up an automated email sequence for leads based on product interest. Example: A lead who downloads a whitepaper on “Precision CNC Machining” gets follow-up emails with:
• Case studies
• Product videos
• A free consultation offer
Step 10: Implement Account-Based Marketing (ABM)
Manufacturers often deal with long sales cycles and high-value customers. Use HubSpot’s ABM Tools to:
• Identify high-value accounts.
• Assign target accounts to specific sales reps.
• Track engagement and touchpoints.
Step 11: Use Ad Retargeting
• Retarget website visitors on LinkedIn & Google Ads.
• Target specific industries with LinkedIn Sponsored Content.
5. Streamline Customer Service & Support
Step 12: Set Up a Customer Service Pipeline
Use Service Hub to:
• Create ticket pipelines for customer issues (e.g., Warranty Requests, Maintenance, Technical Support).
• Assign tickets to the right reps based on urgency.
Step 13: Build a Knowledge Base
Manufacturing customers often need technical guides and troubleshooting. Use HubSpot’s Knowledge Base to create:
• Product manuals
• Maintenance schedules
• Troubleshooting FAQs
Step 14: Automate Post-Sales Follow-Ups
• Set up automated check-ins (e.g., “How is your machine performing after 90 days?”).
• Trigger maintenance reminders for service contracts.
6. Connect HubSpot with Manufacturing Tech Stack
Step 15: Integrate with ERP Systems
Most manufacturers use ERP software (SAP, NetSuite, Microsoft Dynamics, etc.) for production and order management. Use HubSpot Operations Hub or third-party tools like Zapier to sync:
• Customer data
• Order history
• Inventory levels
Step 16: Sync with CAD/PLM Software
For companies offering custom manufacturing, integrate HubSpot with CAD software to track custom designs and customer modifications.
Step 17: Connect HubSpot with E-commerce & Distributors
• B2B E-commerce Integration: If you sell industrial products online, integrate with Shopify or Magento.
• Distributor Management: Track distributor sales performance by connecting HubSpot to your partner portal.
7. Measure and Optimize Performance
Step 18: Set Up Dashboards & Reports
Use HubSpot Reports to track:
• Lead-to-Customer Conversion Rate
• Top Performing Product Lines
• Sales Pipeline Velocity
• Marketing ROI by Source (Trade Shows, LinkedIn, SEO, etc.)
• Customer Retention & Repeat Orders
Step 19: Run A/B Tests
• Test different email subject lines and CTAs.
• Compare lead conversion rates from different marketing channels.
Step 20: Train Your Team
• Schedule HubSpot training sessions for your sales, marketing, and customer service teams.
• Use HubSpot Academy for free training modules.
Final Thoughts
Customizing HubSpot for a manufacturing company ensures seamless lead management, streamlined sales processes, and improved customer retention. By integrating your CRM with your existing tech stack and automating workflows, your team can focus on closing more deals and delivering exceptional customer service.
Contact us if you would like help with a specific implementation step!
