Chapter 9: Converting Your Visitors to Customers

Running a successful business involves not only being able to attract new visitors but also the ability to convert these visitors into meaningful business opportunities and, eventually, customers. The concept of inbound marketing was built on this premise. This enables you to connect with potential customers and prospects, and then eventually convert them to paying customers by giving them relevant and valuable content to inform their decision.

HubSpot is designed to help you reach your potential customers, build meaningful relationships with them as they become relevant opportunities, and then turn them into a customer and—eventually—your biggest promoters. It has several tools—for example, smart content, emails, and workflows—to help you achieve this.

In this chapter, we'll show you how to use HubSpot to create lasting relationships with prospects and customers through email nurture plans and...