Lead Management with HubSpot from Coursera

In this course, you will learn how to create and implement an effective lead management strategy for your business using HubSpot’s tools. After learning the importance of lead management within the context of the buyer’s journey, you will learn best practices for auditing and mapping out your process as well as for using a sales and marketing SLA. You’ll learn how to organize your leads by both segmenting them and qualifying them within a lead qualification framework. Nurturing relationships with your leads will be a key part of these practices, as well. Next, you’ll learn how to assign values to leads in order to prioritize outreach along with how to quickly assign each lead to the right representative on your team. You’ll learn to use metrics to track your lead management results and report them using HubSpot’s dashboard. Finally, the course will culminate in the application of your skills to build a lead management flow in HubSpot.

By the end of this course you will be able to:

• Describe the importance of lead management

• Create an effective lead management strategy

• Segment, qualify and organize leads in HubSpot

• Create a lead nurturing email campaign

• Prioritize leads with lead scoring in HubSpot

• Manage Sales Qualified Leads with Lead Routing

• Identify metrics to track lead management results

• Report on lead management results

• Create a lead management dashboard in HubSpot

• Experience and build a lead management flow in HubSpot

Regardless of your current experience, this course will teach you the practices you need to create a lead management flow in HubSpot and successfully nurture your lead relationships. This course is intended for anyone interested in jumpstarting their career in sales - whether you’re changing careers and looking for an entry-level role, or want to hone your skills in your current role as a sales representative. It does not require any background knowledge or experience to get started.

Throughout the course, you will complete exercises that ask you to apply the skills you have learned in a practical way, such as mapping your lead management process, scoring leads with a worksheet, and creating a lead routing workflow. You will compile your work and submit it as a project at the end of the course.

What's inside

Syllabus

Introduction to Lead Management

In the first week you will be introduced to the importance and fundamental concepts of lead management. You'll learn how to define your lead lifecycle stages and map out your lead management process. You'll also learn how to use a service level agreement to set your sales and marketing goals as well as how to lead an effective "smarketing" meeting. By the end of the week you will have completed three exercises that will become part of your final peer review project.

Segmenting, Qualifying and Nurturing Leads

This week you will focus on organizing and nurturing your leads. You'll learn how to segment and qualify leads with a lead qualification framework. You will also learn how to use HubSpots tools to optimize these processes. You’ll discover how to use HubSpot to create a lead nurturing campaign and workflow. You’ll complete two more exercises for your final project.

Scoring and Routing Leads

This week is all about lead prioritization and routing. You'll learn how to use lead scoring to prioritize your qualified leads and how to set up this process in HubSpot. In the second lesson you'll learn how to implement lead routing with HubSpot and why it is important to set up this process. You’ll use this new knowledge to complete the final exercise for your course project.

Measuring Lead Management Success

In the fourth week you'll learn how to create a lead management dashboard in HubSpot and use it to measure your lead management success. You'll discover key metrics to measure to analyze your success. You'll also learn how to create lead management reports in HubSpot.

Lead Management with Hubspot: Application

In the final week you will be assembling all the exercises you have completed throughout the course and submitting them as a peer review project. You'll review and give feedback on the work of your peers as well as receive feedback on your hard work.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Well-suited for anyone who wants to start or enhance a sales career, regardless of background or experience

Provides a solid foundation for understanding the sales process and how to manage leads effectively

Leverages HubSpot's tools and features to teach practical lead management skills

Offers hands-on exercises and a final project to reinforce learning and demonstrate skills

Covers key lead management concepts including segmentation, qualification, and nurturing

Led by Rachel Sheldon, a seasoned sales professional

Career center

Learners who complete Lead Management with HubSpot will develop knowledge and skills that may be useful to these careers:

Sales Representative

Sales Representatives are responsible for generating leads, building relationships with customers, and closing deals. They work with customers to understand their needs and identify the best products or services to meet those needs. By taking this course, you will learn how to use the HubSpot platform to manage and nurture your leads effectively, which in turn can help you increase your sales and grow your business.

See salaries and explore the career path for Sales Representative

Growth Hacker

Growth Hackers are responsible for finding creative and innovative ways to grow businesses. They work with marketing and product teams to identify opportunities for growth and develop strategies to achieve those growth goals. This course can be helpful for Growth Hackers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you acquire new customers and grow your business.

See salaries and explore the career path for Growth Hacker

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. They work with marketing teams to identify the best target audience and develop campaigns that will reach and engage those prospects. This course can be helpful for Digital Marketing Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you increase your digital marketing ROI and grow your business.

See salaries and explore the career path for Digital Marketing Manager

Demand Generation Manager

Demand Generation Managers are responsible for generating leads and building pipelines for sales teams. They work with marketing teams to identify the best target audience and develop campaigns that will reach and engage those prospects. This course can be helpful for Demand Generation Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you increase your lead generation and grow your business.

See salaries and explore the career path for Demand Generation Manager

Marketing Automation Specialist

Marketing Automation Specialists are responsible for designing and implementing marketing automation campaigns. They work with marketing teams to identify the best opportunities for automation and develop workflows that can help streamline marketing processes. This course can be helpful for Marketing Automation Specialists because it teaches you how to use HubSpot to manage and nurture your leads, which can help you increase your marketing ROI and grow your business.

See salaries and explore the career path for Marketing Automation Specialist

Sales Operations Manager

Sales Operations Managers are responsible for planning and executing sales operations strategies. They work with sales teams to identify opportunities for improvement and develop processes that can help increase sales productivity. This course can be helpful for Sales Operations Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you improve sales performance and grow your business.

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Data Analyst

Data Analysts are responsible for collecting, analyzing, and interpreting data. They work with businesses to identify trends and patterns that can help them make better decisions. This course can be helpful for Data Analysts because it teaches you how to use HubSpot to manage and nurture your leads, which can help you collect and analyze data about your sales and marketing efforts.

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CRM Manager

CRM Managers are responsible for managing customer relationships and data. They work with sales and marketing teams to ensure that customer data is accurate and up-to-date, and that customers are receiving the best possible experience. This course can be helpful for CRM Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you improve customer relationships and grow your business.

See salaries and explore the career path for CRM Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing strategies for products and services. They work with product development teams to understand the product roadmap and identify the best ways to position the product in the market. This course can be helpful for Product Marketing Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you launch new products and services successfully and grow your business.

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Marketing Consultant

Marketing Consultants provide marketing advice and services to businesses. They work with clients to develop and execute marketing strategies that can help them achieve their business goals. This course can be helpful for Marketing Consultants because it teaches you how to use HubSpot to manage and nurture your leads, which can help you develop and implement successful marketing campaigns for your clients.

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Account Manager

Account Managers are responsible for managing relationships with existing customers. They work to ensure that customers are satisfied with their products or services and identify opportunities to upsell or cross-sell additional products or services. This course can be helpful for Account Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you retain customers and grow your business.

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Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities. They work with potential customers to understand their needs and develop proposals that meet those needs. This course can be helpful for Business Development Managers because it teaches you how to use HubSpot to manage and nurture your leads, which can help you close more deals and grow your business.

See salaries and explore the career path for Business Development Manager

Sales Manager

Sales Managers oversee the sales process and work to optimize all aspects of sales strategy and operations. They drive sales growth, lead and develop their sales teams, negotiate contracts, and build relationships with key clients. Since this course helps you implement an effective lead management strategy, it may be useful to you in your role as a Sales Manager. Lead management is vital in sales, and taking this course demonstrates both your interest in sales management as well as your willingness to develop your skills as a leader in this field.

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Marketing Manager

Marketing Managers develop and execute marketing campaigns to promote products and services. They lead teams of marketing professionals and work to build and maintain the company's brand. This course can help you build a foundation in lead management fundamentals, which is a key aspect of marketing. You will learn how to generate leads, nurture relationships, and score leads based on their likelihood to convert into customers.

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Business Analyst

Business Analysts work with businesses to improve their processes and performance. They use data and analysis to identify opportunities for improvement and develop solutions that can help businesses achieve their goals. This course may be useful for Business Analysts because it teaches you best practices for lead management and qualification, which can be helpful for understanding customer needs and developing solutions that meet those needs.

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Lead Management with HubSpot

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