Maximizing Sales Efficiency for B2B Technology Companies with HubSpot Sequences and Marketing Plays

In today's crowded B2B Tech marketplace, getting your message in front of the right audience at the right time is more critical — and challenging — than ever. With prospects being bombarded by countless emails, ads, and calls, it takes more than just a couple of interactions to get noticed. This is where the power of HubSpot’s Sales Sequences and Marketing Plays come into play. 

At TSL, we’ve been working closely with HubSpot tools to help our B2B Technology clients achieve smarter, more efficient sales and marketing strategies. Let’s dive into how combining Sales Sequences and Marketing Plays can transform the way you approach your outreach efforts. 

What Are HubSpot Sales Sequences? 

A sales sequence in HubSpot is a series of automated or manual actions designed to engage prospects through various touchpoints, such as emails, calls, or LinkedIn connections. Unlike traditional outreach, which often ends after a few interactions, sequences are built to sustain engagement over time, often incorporating between 12 to 20 touchpoints. This extended cadence helps sales teams remain top-of-mind as prospects work through their buying journey.

A well-crafted sales sequence includes:

• Automated Emails: Pre-built templates sent to targeted contacts.
• Tasks for Sales Reps: Personalized follow-ups, such as calls or social media interactions, reminding reps to engage manually at critical points.
• Nurturing Offers: Gradual introduction of valuable content like surveys, assessments, and case studies to build trust over time.

The key to success with sales sequences is persistence without being pushy. We encourage a strategy of always being helpful rather than "always be closing." By offering meaningful content and relevant information to prospects, you’ll build trust, making them more likely to engage when the time is right. 

How Do Sales Sequences Work in Practice? 

For example, we recently designed a sales sequence for a B2B technology client targeting the dental industry, specifically Dental Service Organizations (DSOs). After identifying the target audience and building out the necessary content — such as case studies, blog articles, and specific landing pages — the sequence was set in motion. 

Here’s what the sequence included:

• Introduction Email: A friendly, introductory email explaining the value our client could bring to dental offices.
• Follow-up Tasks: After the email, tasks were created for the sales reps to reach out via phone calls and LinkedIn connections.
• Value-Based Offers: As the sequence progressed, prospects were offered helpful content, including IT risk assessments and market research surveys, showing how the client could help address specific challenges in their field.
• Closing Email: Toward the end of the sequence, a final message invited feedback, asking if the timing wasn’t right or if there was someone else the rep should speak to.

This combination of touches across multiple channels created a multi-layered engagement strategy, leading to higher open rates, meaningful conversations, and eventually new business opportunities. 

Scaling Outreach with Marketing Plays 

While sales sequences are highly effective for one-to-one or one-to-few interactions, there are times when you need to reach a much larger audience. This is where Marketing Plays come in. By leveraging HubSpot’s marketing tools, similar engagement strategies can be scaled to reach thousands of prospects at once, without losing the personal touch. 

Using the Marketing Hub, we can:

• Personalize content at scale, sending emails from account managers or sales reps.
• Include design elements like branded visuals, custom landing pages, and detailed tracking to better monitor engagement.
• Automate large campaigns, targeting entire verticals with the same level of precision as sales sequences.

In fact, for the same dental-tech industry client, we expanded their outreach by sending a marketing sequence to nearly 1,000 dental offices. The result? A significant number of responses, including a next-step conversion with a 1,000-person DSO, that led to a new business opportunity. 

Combining Sales and Marketing for Maximum Impact 

One of the key takeaways from using HubSpot is that sales and marketing don’t have to work in silos. Combining the precision of sales sequences with the scalability of marketing plays creates a powerful, well-rounded approach to lead generation and nurturing. While sales reps focus on more targeted interactions, marketing can cast a wider net and still deliver personalized, relevant content. 

When these strategies are aligned, your prospects get the right balance of personal engagement and helpful content, leading to better brand awareness and, ultimately, higher conversion rates. 

Why Choose Us for HubSpot Sales and Marketing Solutions? 

TSL’s B2B Technology marketing and growth experts specialize in helping clients leverage the full potential of HubSpot’s sales and marketing tools. Our approach ensures that: 

• Sales sequences are optimized for maximum engagement. 
• Marketing campaigns scale without losing personalization. 
• Your teams are equipped with the right tools and strategies to succeed in a competitive marketplace. 

By blending the power of Sales Hub and Marketing Hub, we enable your B2B Technology business to execute efficient, scalable, and highly effective outreach strategies. Let us help you drive more meaningful engagements with your prospects today. 

Ready to optimize your sales and marketing efforts? Book a meeting with Brian Shilling, our Chief Growth Officer, to learn how HubSpot Sequences and Marketing Plays can take your business to the next level.