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.
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.
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.
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:
Finds contacts who haven’t interacted in 60 days or more
Sends a short, value-led email sequence (for example, “Still planning your 2025 growth strategy?”)
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.
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.
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.
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.