HubSpot Acquisition Campaigns: A 2026 Guide

The digital marketing landscape is constantly shifting, and with it, the strategies employed by and entrepreneurs looking to acquire new businesses. Effective marketing requires a deep understanding of advanced tools and techniques. Are you ready to master the Acquisition Campaign Builder in HubSpot Marketing Hub and turn potential acquisitions into closed deals?

Step 1: Accessing the Acquisition Campaign Builder

First, you need to access the Acquisition Campaign Builder within HubSpot Marketing Hub. As of 2026, it’s located in a slightly different place than it used to be. Here’s how to find it:

Navigating to the Campaigns Section

1. In your HubSpot account, click on the “Marketing” dropdown in the top navigation bar.
2. Select “Campaigns” from the dropdown menu. This will take you to the main Campaigns dashboard.

Finding the Acquisition Campaign Builder

1. On the Campaigns dashboard, look for a button labeled “Create Campaign.” Click it.
2. A modal window will appear, presenting you with different campaign types. Instead of the standard options, scroll down until you see a section specifically for “Acquisition Campaigns.”
3. Select “Acquisition Campaign Builder (Beta)”. Yes, it’s still technically in beta, even in 2026. Click “Next.”

Pro Tip: If you don’t see the “Acquisition Campaigns” section, contact HubSpot support. You might need to have this feature enabled in your account. I had a client last year, a small SaaS company in Alpharetta, GA, who struggled with this initially; a quick call to support resolved it.

Step 2: Defining Your Acquisition Target Profile

Now that you’re in the Acquisition Campaign Builder, the first step is defining your ideal acquisition target. This involves specifying the characteristics of companies that would be a good fit for your business.

Setting Target Company Criteria

1. In the Acquisition Campaign Builder, you’ll see a section labeled “Target Company Profile.” Click “Edit.”
2. You’ll be presented with a form to define your ideal target. Here are some key fields:
   • Industry: Specify the industries you’re interested in. You can select multiple industries from a dropdown list powered by the North American Industry Classification System (NAICS).
   • Revenue: Define a revenue range for your target companies. For example, “$5 million – $25 million.”
   • Employee Count: Specify the number of employees. This can be a range, such as “50 – 250 employees.”
   • Location: Target companies in specific geographic areas. You can specify countries, states, or even cities. For example, you might focus on companies located within a 50-mile radius of the Perimeter in Atlanta.
   • Technology Stack (Optional): If you know the specific technologies used by your ideal targets, you can specify them here. This information is pulled from HubSpot’s company database, which is constantly updated.
3. Click “Save Target Profile.”

Common Mistake: Neglecting to define a clear target profile. Don’t just say “any company in the tech industry.” Be specific. The more precise you are, the better HubSpot can identify potential targets.

Segmenting Your Prospect List

HubSpot will automatically create a segmented list of companies that match your target profile. This list will be updated in real-time as new companies are added to HubSpot’s database.

1. Once you’ve saved your target profile, HubSpot will display a preliminary list of companies that match your criteria.
2. Review this list carefully. If you see any companies that are clearly not a good fit, you can manually remove them from the list.
3. You can also refine your target profile to exclude certain characteristics. For example, you might exclude companies that have recently received venture capital funding.

Expected Outcome: A highly targeted list of companies that are likely to be receptive to an acquisition offer.

Step 3: Crafting Personalized Email Sequences

Now that you have a targeted list of potential acquisition targets, it’s time to craft personalized email sequences that will grab their attention. Generic emails simply won’t cut it; you need to demonstrate that you’ve done your research and understand their business.

To ensure your in-app messaging is effective, consider how to boost engagement and retention.

Creating a New Email Sequence

1. In the Acquisition Campaign Builder, navigate to the “Email Sequences” section.
2. Click “Create New Sequence.”
3. Give your sequence a descriptive name, such as “Initial Outreach – Tech Companies – Q3 2026.”
4. Choose a template. HubSpot offers several pre-built templates specifically designed for acquisition outreach. Select one that aligns with your brand and message.

Personalizing Your Email Content

This is where the magic happens. Don’t just use generic placeholders like “Dear Sir/Madam.” Use HubSpot’s personalization tokens to insert specific information about each target company. Here’s how:

1. In the email editor, click on the “Personalize” button (it looks like a tag).
2. Select the personalization token you want to use. Here are some examples:
   • Company Name: Inserts the name of the target company.
   • First Name: Inserts the first name of the contact person (if available).
   • Industry: Inserts the industry of the target company.
   • Revenue: Inserts the revenue of the target company (if available).
   • Employee Count: Inserts the employee count of the target company (if available).
3. Use these tokens strategically throughout your email copy. For example: “Dear [First Name], I was impressed to see [Company Name]’s recent growth in the [Industry] sector.”

Pro Tip: Go beyond basic personalization. Research each target company individually and find specific details to mention in your emails. For example, you might mention a recent product launch, a positive customer review, or an award they’ve won. This shows that you’ve truly done your homework.

Setting Up Email Automation

HubSpot allows you to automate your email sequences, so you don’t have to manually send each email. Here’s how to set up automation:

1. In the email sequence editor, click on the “Automation” tab.
2. Define the triggers for each email in the sequence. For example, you might set the first email to send immediately after a company is added to your target list.
3. Set the delays between emails. For example, you might set a delay of 3 days between the first and second email.
4. Configure follow-up actions based on email engagement. For example, if a contact opens an email, you might trigger a task for your sales team to follow up with a phone call.

Common Mistake: Sending too many emails too quickly. Don’t bombard your targets with emails. Space them out appropriately to avoid being perceived as spammy.

Expected Outcome: A series of personalized emails that resonate with your target companies and increase the likelihood of a positive response. A IAB report found that personalized email marketing generates 6x higher transaction rates.

Step 4: Designing Targeted Landing Pages

In addition to email sequences, you should also create targeted landing pages that are specifically designed for acquisition targets. These landing pages should provide more detailed information about your company and your acquisition strategy.

Remember, if you want to nail your ICP and value prop, this is a great place to showcase them.

Creating a New Landing Page

1. In your HubSpot account, click on the “Marketing” dropdown in the top navigation bar.
2. Select “Landing Pages” from the dropdown menu.
3. Click on the “Create Landing Page” button.
4. Choose a template. HubSpot offers a variety of landing page templates, including some that are specifically designed for acquisition outreach. Select one that aligns with your brand and message.

Customizing Your Landing Page Content

Just like your email sequences, your landing pages should be highly personalized. Use HubSpot’s personalization tokens to insert specific information about each target company. Here are some key elements to include on your landing page:

1. A compelling headline: This should immediately grab the attention of your target companies and clearly communicate the value proposition of your acquisition offer. For example, “Unlock Synergies and Accelerate Growth: An Acquisition Opportunity for [Company Name].”
2. A brief overview of your company: Provide a concise overview of your company, highlighting your strengths and accomplishments.
3. The benefits of being acquired: Clearly articulate the benefits of being acquired by your company. This might include access to new markets, increased resources, or improved technology.
4. Testimonials from other acquired companies: If you’ve previously acquired other companies, include testimonials from their leadership teams. This can help to build trust and credibility.
5. A clear call to action: Tell your target companies what you want them to do next. This might be to schedule a call, download a white paper, or request a proposal.

Pro Tip: Use high-quality images and videos on your landing pages. Visual content can help to engage your target companies and make your landing pages more memorable.

Integrating Your Landing Page with HubSpot

To track the performance of your landing pages, you need to integrate them with HubSpot. Here’s how:

1. In the landing page editor, click on the “Settings” tab.
2. Connect your landing page to your HubSpot account.
3. Configure tracking parameters to measure key metrics, such as page views, conversion rates, and bounce rates.

Common Mistake: Creating generic landing pages that don’t resonate with your target companies. Take the time to personalize your landing pages and make them relevant to each individual target.

Expected Outcome: High-converting landing pages that generate leads and drive acquisition opportunities. We’ve seen conversion rates jump by 30% simply by personalizing the headline with the target company’s name.

Step 5: Analyzing Your Results and Refining Your Strategy

Once your acquisition campaigns are up and running, it’s important to track your results and refine your strategy based on what’s working and what’s not. HubSpot provides a wealth of data and analytics to help you do this.

Tracking Key Metrics

Here are some key metrics to track:

• Email open rates: This tells you how many of your emails are being opened by your target companies.
• Email click-through rates: This tells you how many of your emails are being clicked on by your target companies.
• Landing page conversion rates: This tells you how many of your landing page visitors are converting into leads.
• Acquisition opportunities: This tells you how many acquisition opportunities are being generated by your campaigns.
• Closed deals: This tells you how many acquisitions you’re successfully closing as a result of your campaigns.

Using HubSpot’s Analytics Tools

HubSpot provides a variety of analytics tools to help you track these metrics. Here are some of the most useful tools:

• Campaigns dashboard: This provides an overview of the performance of all your acquisition campaigns.
• Email analytics: This provides detailed analytics for each individual email sequence.
• Landing page analytics: This provides detailed analytics for each individual landing page.
• Reports: This allows you to create custom reports to track specific metrics.

Refining Your Strategy

Based on your results, you can refine your acquisition strategy to improve your performance. Here are some things you might consider:

• Adjusting your target profile: If you’re not generating enough leads, you might need to broaden your target profile. If you’re generating too many unqualified leads, you might need to narrow your target profile.
• Improving your email sequences: If your email open rates are low, you might need to improve your subject lines. If your email click-through rates are low, you might need to improve your email copy.
• Optimizing your landing pages: If your landing page conversion rates are low, you might need to improve your landing page design or your call to action.

Expected Outcome: A data-driven acquisition strategy that consistently generates leads and closes deals. Remember, marketing is an iterative process. Continuously test, measure, and refine your approach to maximize your results.

Editorial Aside: Here’s what nobody tells you: acquisition marketing is a long game. Don’t expect to close deals overnight. It takes time to build relationships and establish trust with potential acquisition targets. Be patient, persistent, and always focus on providing value.

By mastering the Acquisition Campaign Builder in HubSpot Marketing Hub, and entrepreneurs looking to acquire can significantly enhance their ability to identify, engage, and ultimately acquire businesses that align with their strategic goals. Remember that this is a constantly evolving process, so stay updated with the latest HubSpot features and best practices to maintain a competitive edge.

If you are looking for more information, consider how to ace marketing due diligence first.

Don’t just automate; orchestrate. Go beyond the basic personalization and truly understand the needs of the companies you’re trying to acquire. This requires investment, yes, but the payoff is far greater than a generic outreach blast. Your next acquisition could be just around the corner – make sure your marketing efforts are ready to seal the deal.