Lead Qualification
Building lead qualification and the HubSpot setup behind it at Bio-Works Technologies.
Digital Marketing Specialist
Role
Background
Bio-Works Technologies makes chromatography resins for protein purification, sold to scientists and industrial buyers worldwide. Demand generation relied on cold outreach, and there was no shared definition of a qualified lead.
HubSpot had been installed by a partner agency, but the setup inside it still had to be built.
Goals
Define a qualified lead
Decide what makes a lead worth sales' time, and make it measurable.
Turn interest into known contacts
Capture the people who come through the website, content and campaigns, instead of relying on cold lists.
Hand leads over with context
Give sales the lead's history and interests at handover, not just a name.
Solutions
A data model in HubSpot
Built the setup from the fresh install: custom properties, lifecycle stages and segmentation, so every contact had a clear status and audience.
Lead scoring and an MQL definition
Defined the marketing-qualified lead (MQL) and built the scoring that moves contacts to that stage.
Nurture, handover and journeys
Set up nurture automation for leads that weren't ready yet and a handover to sales with the context they need, and audited the website journeys from first visit to form.
The content behind it
Inbound only works if there is something worth raising a hand for. The system ran on content and campaigns I designed and produced: gated guides, campaigns with a clear next step, and articles on the problems our buyers were searching for.
Tools
HubSpot
Conclusion
The result was a working inbound system: leads were captured, scored and handed to sales with their history, and marketing could show what it produced. In a niche market with long sales cycles, that system is what volume is built on.
