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Turning Customer Equipment Data into Sales Opportunities with HubSpot

How one manufacturer used HubSpot to transform years of customer equipment data into personalized campaigns that boosted engagement and new sales opportunities.

 

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The Challenge

Our client, a food processing equipment manufacturer, had sold thousands of machines over the years. Their Salesforce database contained valuable customer and equipment data, but it wasn’t being used to generate new sales or service opportunities. Without a system for leveraging this information, potential revenue from parts, upgrades, and maintenance was going untapped.

Hidden Data in Salesforce

Years of equipment data unused for marketing or sales.

Missed Upsell Opportunities

No process for promoting replacements or add-ons.

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Manual Customer Outreach

Sales team lacked tools for targeted follow-up.

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The Data Strategy

Since the client was already using HubSpot for marketing automation and their Salesforce account was integrated with HubSpot, we focused on one main activity: How do we get the customer equipment data from Salesforce into HubSpot?

Our approach included:

  1. Building a new HubSpot custom object to house the equipment data. We identified all the appropriate asset/equipment records to bring over. Some older records were missing key information we’d need for filtering and workflow automation, so we left those behind. The custom object has 35 properties, including key elements  -  Install Date, Asset ID, Asset Name, Equipment Category, and  Associated Company.

  2. Bulk import the records into HubSpot using HubSpot’s Import - Salesforce Sync functionality. 

  3. Set up the ongoing Salesforce-HubSpot integration and property mapping for the Asset Custom Object so that whenever a new piece of equipment is purchased or the status of an existing piece of equipment changes, the information automatically flows to HubSpot.  (Note: this is a one-way Salesforce-to-HubSpot integration, as all updates will occur in Salesforce first.)
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Phase One: Customer Verification Campaign

Since a significant portion of the equipment was purchased more than 20 years ago, the first priority was verifying which machines were still in use. We launched a three-part HubSpot email campaign that linked customers to a landing page with their equipment list and a short form asking them to confirm whether the equipment was still in use. We gave them three response options:  All equipment is still in use/ Some equipment is no longer in use / All equipment is no longer in use.

 

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The responses were used to update the asset/equipment inventory in Salesforce (which would flow back into HubSpot via the integration).

  1. Initial Email: Request customers to review their equipment list and provide a status update.
  2. Reminder Email: Highlights parts and technical service offering, and reminds them to provide the equipment status update.
  3. Final Email: Offers help with upgrades, replacements, and parts, while again reminding them to provide an equipment status update.

 

Phase Two: Targeted Campaigns

With verified data now in HubSpot, we began planning targeted campaigns based on equipment category, machine type, and equipment age.

The campaigns will promote Upgrades or add-ons to existing equipment, Replacement equipment, spare parts, maintenance information, repair and service offerings, and finally, customer satisfaction surveys.

 

Early Results:

  • Several customers contacted their Sales Reps directly, bypassing the form.
  • The emails increased awareness among the sales team, who were copied on each message, of which customers owned what equipment.
  • The campaigns re-engaged dormant customers, setting the stage for personalized future outreach.

 

17.2% CTR

From the first verification email. Increased Customer Engagement and re-engaged dormant accounts.

3.7% Form Conversion Rate

Verified active equipment inventory for future campaigns. Sales reps gained visibility into customer ownership data.

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Key Takeaways

  • Keep Equipment Data Current

    Maintain an accurate record of customer equipment to reveal new opportunities for sales, service, and parts.

  • Leverage HubSpot for Education and Engagement

    Use HubSpot to remind customers what they own and share helpful maintenance or upgrade information to extend equipment life.

  • Be Consistent with Nurturing Campaigns

    Regular, value-driven communication builds trust over time. Even if conversions take months to develop.

  • Align Sales and Marketing Teams

    Ensure sales reps know what marketing messages are being sent and keep them accountable for updating customer equipment data.

  • Schedule Regular Data Reviews

    Revisit your customer equipment database annually or biannually to confirm active machines and keep marketing lists relevant.

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What This Means for the Business: With verified equipment data and automated segmentation in HubSpot, the manufacturer can now communicate proactively with customers, promote timely upgrades, and strengthen relationships through personalized, data-driven campaigns.

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Why Geear & HubSpot

By combining HubSpot’s automation and CRM integration with Geear’s data-driven approach, the manufacturer turned years of unused customer data into a powerful sales and marketing engine. Geear continues to support their long-term strategy with targeted nurture campaigns and ongoing data optimization.

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