Picture this: you’ve spent years building your wealth, but you’re unsure how to invest it to achieve your financial goals. You’ve narrowed down a shortlist of financial advisors to consult.
How much due diligence would you do?
For most people, the answer is simple: a great deal. In finance, prospects go through rigorous evaluation before trusting someone to make life-changing decisions with their money. That level of scrutiny is simply the reality of financial services.
To drive this level of persuasion, advisors need tailored marketing that demonstrates a deep understanding of prospects’ needs, wants, and pain points. This is what inspires the confidence that ultimately moves them closer to becoming clients.
Achieving this at speed and scale is where HubSpot lead generation stands out. HubSpot was purpose-built as a marketing platform, giving advisors the ability to run sophisticated campaigns without heavy technical overhead.
Even more importantly, HubSpot consolidates data across tools and departments into a single system of record, allowing you to see the full picture, act on insights, and engage prospects with precision.
As a financial advisor, you can leverage HubSpot to generate high-quality leads, build lasting trust, and convert prospects into loyal clients as part of a growth strategy. Below, we will show you exactly how you can achieve this.
Your pipeline will be filled with multiple prospects at different stages of the journey with different needs. Some will be researching retirement plans. Some will be comparing investment strategies. And others will be exploring educational content before they ever speak with an advisor.
Keeping your finger on the pulse of all this activity requires accurate intent data and this is where HubSpot lead generation gives financial advisors an edge. These insights will help you identify subtle digital signals that reveal a prospect’s readiness to move forward.
So how does HubSpot enable this? The platform captures and surfaces intent data by consolidating every digital interaction into a single, trackable record. For financial advisors, that means:
Forecasting → HubSpot analyzes engagement trends and historical data to help advisors predict conversion likelihood and plan campaigns more effectively.
HubSpot essentially transforms raw intent data into actionable insights. You don’t have time to chase scattered data and piece together insights for the complete picture. Instead, everything is centralized, connected, and presented in a way that shows you exactly which prospects to prioritize and how best to engage them.
And if you want to see how this plays out across the entire client journey, we break it down in detail in our blog on How a Unified Tech Stack Empowers Accurate Lifecycle Marketing in Finance.
Imagine two prospects in your pipeline:
Without intent data, both might look the same — just contacts in your database.
But in HubSpot:
HubSpot also tracks where each prospect originated, giving you visibility into which channels drive engagement and how prospects move through the buyer’s journey.
The result: advisors spend less time chasing cold contacts and more time engaging with the right clients at the right moment.
You’ve identified prospects with intent. Their signals are apparent and the data highlights where they are in the decision-making journey. So what’s next? Personalized outreach messages with solutions that align directly with their needs.
This is crucial to building trust because it demonstrates genuine understanding and reassures prospects that your guidance is tailored to their unique goals. With HubSpot, advisors can translate intent into action by:
When you combine intent signals with personalized outreach, you can create personalized outreach messages that speak directly to each of your prospects’ needs. Such a scenario will reward you with instilled trust, stronger relationships, and a higher likelihood of converting prospects into long-term clients.
Want to see HubSpot’s personalization at scale in action? Check out our blog, How HubSpot Is Transforming Martech for More Powerful Data-Driven Marketing Campaigns.
Email marketing is a cornerstone of HubSpot lead generation. Failure to leverage this channel effectively almost guarantees a delayed sales process that directly hampers your ability to turn leads into prospects. This is especially true in finance where sales cycles are notoriously long.
HubSpot has powerful email marketing capabilities that allow you to automate and personalize your marketing messages, enabling you to instill the trust required to accelerate sales cycles.
Every email interaction (opens, clicks, downloads, or replies) is automatically tracked in HubSpot and tied to each contact record. This activity feeds into lead scoring and reporting, giving advisors a complete view of where each prospect stands in the buyer’s journey.
Over time, these insights reveal which messages and touchpoints drive engagement, helping you refine your nurturing strategy for higher-quality conversions.
Prospects can be segmented into different categories based on shared qualities that allow you to target them with personalized messaging – an essential practice of effective modern marketing. Why?
Studies suggest that modern customers don’t just expect personalized experiences - they demand them: 71% of consumers expect personalized interactions, and 76% report feeling frustrated when those expectations aren’t met (Mckiney & Company, 2021). In addition, there’s also a huge financial incentive for businesses to invest in personalized marketing. Mckinsey & Company (2021) found that top performers in personalization earn up to 40% more revenue than competitors who don’t.
So, how can HubSpot help us segment our prospects? Well the platform offers the Smart Lists feature. These are dynamic contact lists that update automatically based on the rules you set. As prospects engage with your firm, Smart Lists instantly add or remove them based on their behaviors, demographics, or stage in the buyer’s journey.
Lead magnets are the mechanisms that put prospects directly into your funnel. They are what essentially pulls prospects closer to your brand, helping you convert interest into meaningful engagement. Retirement checklists. Investment calculators. Wealth management guides.
These are all effective lead magnets that provide prospects with tangible value while positioning your firm as a credible authority. What makes HubSpot powerful is its ability to not only create and deliver these assets seamlessly, but also to track, nurture, and convert the leads they generate into long-term clients.
The impact of tailoring content for high-value audiences can’t be overstated. In our work with a leading asset management firm managing more than $190B in assets, we built a dedicated wealth-division site with over 150 tailored pages and custom resources for financial advisors. This helps them deliver the level of personalization their clients expect.
Money makes everything personal, which is why financial advisors face heightened scrutiny when proving their credibility and expertise. At its core, client acquisition in this industry boils down to trust and demonstrating true competence in managing client finances.
Converting skeptical prospects into paying clients requires sophisticated marketing that addresses their specific needs, wants, and pain points. What can’t be ignored is the power of personalization. Companies that leverage it effectively can generate 40% more revenue than average performers (McKinsey & Company, 2021).
With HubSpot, lead generation for financial advisors becomes more targeted, data-driven, and effective.
Data across tools and departments is consolidated. Insights can be gathered to identify patterns that reveal a prospect’s needs, wants, and pain points. Lead magnets and email campaigns can be deployed with minimal friction.
In short, HubSpot removes the barriers of complexity, making it easy for financial advisors to create smarter campaigns that attract, nurture, and convert the right clients.