Finding the Right Leads to Target in Q4

As the end of the year approaches, marketing managers in the tech industry all face the same challenge: hitting lead targets, delivering pipeline, and finishing strong. Budgets are tightening, competition is heating up, and there’s only a short window left to make an impact.

The good news is that there’s still time to turn that year-end pressure into results. With a smart, focused approach and the right use of HubSpot tools, you can build momentum and fill the pipeline before the year closes.

Here’s how to make it happen.

1. Focus on High-Intent Prospects

Not every lead will convert before December, so it makes sense to prioritise the ones that will. Use HubSpot’s lead scoring and engagement data to identify prospects who are showing real buying intent.

Look out for contacts who:

• Revisit your pricing or demo pages

• Engage with bottom-of-funnel content like ROI calculators or case studies

• Work in sectors that tend to spend at year-end, such as SaaS, cybersecurity, or data infrastructure

Once you’ve identified these leads, segment them into a priority list and tailor your outreach with short, relevant messages that speak to their specific goals for 2025.

2. Refresh Your Offers and Give Them a New Hook

By Q4, most audiences have seen the same campaigns multiple times. Instead of creating something entirely new, try reframing what’s already worked for you this year.

Some quick ideas:

• Turn a popular whitepaper into a “Q4 Growth Toolkit”

• Position your demo as a “2025 Planning Session”

• Offer a free audit tied to next year’s targets, such as “Get a 2025 lead strategy review before budgets reset”

HubSpot’s A/B testing and campaign reports make it easy to see which messages are driving conversions and which need a tweak.

3. Re-Engage Dormant Leads with Automation

If you’ve been using HubSpot for a while, chances are you have a lot of inactive contacts in your database. Q4 is the perfect time to wake them up.

Create a simple re-engagement workflow that:

1. Finds contacts who haven’t interacted in 60 days or more

2. Sends a short, value-led email sequence (for example, “Still planning your 2025 growth strategy?”)

3. Scores any re-engaged leads for sales follow-up

This kind of automation can quietly bring older leads back into play without adding any extra work for your team.

4. Strengthen the Sales and Marketing Connection

When time is short, the link between marketing and sales becomes even more important. Make sure both teams are aligned on which leads to prioritise and how quickly to follow up.

Practical steps include:

• A short daily check-in to review hot leads and conversions

• Real-time notifications in Slack or email when a lead hits a specific score

• Pre-approved sales follow-up templates that make outreach faster and more consistent

When both teams are pulling in the same direction, you can move leads through the funnel much faster.

5. Double Down on What’s Already Working

At this point in the year, it’s not about reinventing your entire strategy. It’s about focusing on the activities that consistently deliver.

Review your HubSpot dashboards and reports to find:

• Channels with the lowest cost per lead

• Campaigns generating the most MQLs

• Content that’s still getting strong engagement

Shift your remaining budget and effort toward those proven areas. Small adjustments like this can often be the difference between missing or hitting your final targets.

Wrapping Up

Q4 doesn’t have to feel like a race against the clock. With clear data, targeted automation, and a focus on what works, tech marketers can still build strong momentum before the year ends.

HubSpot gives you the visibility and tools to do just that. It helps you identify high-value leads, automate engagement, and keep marketing and sales perfectly aligned.

If you’d like help fine-tuning your HubSpot setup for faster lead generation, our team can show you how to capture more qualified leads before the year closes.