HubSpot for Acquisitions: Win Customers in 2026

Navigating the acquisition process can be daunting for both and entrepreneurs looking to acquire. Effective marketing is paramount to ensure a smooth transition and continued success. But where do you even begin? This tutorial will walk you through setting up a killer post-acquisition marketing automation sequence using HubSpot’s 2026 interface, ensuring you retain customers and build momentum. Are you ready to transform your newly acquired business into a thriving powerhouse?

Step 1: Setting Up Your HubSpot Account and Defining Your Audience

1.1 Accessing HubSpot and Navigating to the Contacts Section

First, log into your HubSpot account. Once you’re in, find the “Contacts” dropdown in the main navigation bar. Click on “Contacts” to access your contact database. This is where you’ll manage and segment your acquired customer base.

Pro Tip: If you don’t have a HubSpot account, you can sign up for a free trial. While the free version has limitations, it’s a great way to familiarize yourself with the platform before committing to a paid plan.

1.2 Creating a Custom Property for Acquired Customers

Now, let’s create a custom property to identify and segment your acquired customers. In the Contacts section, click on “Actions” in the upper right corner, then select “Edit Properties”. On the left sidebar, click “Create Property”.

1. Object type: Choose “Contact.”
2. Group: Select or create a group like “Acquisition Details.”
3. Label: Name it “Acquired Customer.”
4. Description: Add a brief description like “Identifies customers acquired through the [Acquired Company Name] acquisition.”
5. Field type: Choose “Single checkbox.”
6. Default value: Leave it unchecked.

Click “Save” to create the property. This will allow you to easily tag contacts who are part of the acquisition.

Common Mistake: Forgetting to add a description. A clear description helps your team understand the purpose of the property later on. Trust me, future you will thank you.

1.3 Importing and Tagging Your Acquired Customer List

Next, import your customer list from the acquired company. Go back to the “Contacts” section and click “Import” in the upper right corner. Select “Start an import” and choose the appropriate file type (e.g., CSV, Excel). Follow the prompts to map the columns in your file to the corresponding HubSpot properties.

Once the import is complete, you need to tag these contacts as “Acquired Customers.” You can do this by:

1. Creating a segment: In the “Contacts” section, click “Lists” and then “Create List.” Choose “Active list” and set the filter to “Acquired Customer” is unknown. This will create a list of all newly imported contacts. Select all contacts in the list, click “More,” and choose “Set property value.” Set the “Acquired Customer” property to “True.”
2. Manual tagging: If you have a smaller list, you can manually open each contact record and check the “Acquired Customer” box.

Expected Outcome: You’ll have a segmented list of acquired customers in HubSpot, ready to be targeted with your marketing automation sequence.

Step 2: Building Your Post-Acquisition Welcome Workflow

Now for the fun part: building the welcome workflow. And don’t forget to consider how to retain customers. In HubSpot, go to “Automation” and select “Workflows.” Click “Create workflow” in the upper right corner and choose “Start from scratch.” Name your workflow something descriptive, like “Acquired Customer Welcome Sequence – [Acquired Company Name]”.

2.2 Setting the Enrollment Triggers

The enrollment trigger determines when a contact enters the workflow. For this sequence, the trigger will be when the “Acquired Customer” property is set to “True.”

1. Click “Set enrollment triggers.”
2. Choose “Contact-based.”
3. Select “Property value” as the trigger type.
4. Choose “Acquired Customer” as the property and “is equal to” as the criteria.
5. Set the value to “True.”

Click “Save” to set the enrollment trigger. This ensures that anyone tagged as an acquired customer will automatically enter the workflow.

Pro Tip: Consider adding additional filters to your enrollment triggers. For example, you might want to exclude contacts who have already made a purchase from your company to avoid sending them irrelevant welcome emails.

2.3 Crafting Your Welcome Email Sequence

Now, let’s design the email sequence. This is where you introduce your company, welcome the acquired customers, and offer an incentive to encourage engagement.

1. First Email (Immediate): Click the “+” icon in the workflow and select “Send email.” Choose “Create new email.”
   • Email Name: “Welcome to [Your Company Name]!”
   • Subject Line: “Welcome! Exciting news from [Your Company Name]”
   • From Name: “[Your Name/Company Name]”
   • From Address: “[Your Email Address]”
   • Email Body:

     Start with a warm welcome and acknowledge the acquisition. Explain how your company will continue to provide the same (or better!) service they’re used to. Highlight key benefits and features. Include a personalized greeting and a clear call to action.

     For example: “Hi [Contact First Name], We’re thrilled to welcome you to the [Your Company Name] family! As you know, we recently acquired [Acquired Company Name], and we’re committed to providing you with the same great service you’ve come to expect. To show our appreciation, we’d like to offer you a 20% discount on your next purchase. Click here to redeem your discount: [Link to Discount Page]”.

   • Click “Save” and then “Review and publish.”
2. Second Email (3 Days Later): Click the “+” icon after the first email and select “Delay.” Set the delay to “3 days.” Then, click the “+” icon again and select “Send email.” Choose “Create new email.”
   • Email Name: “Exploring [Your Company Name] Features”
   • Subject Line: “Discover the power of [Your Company Name]”
   • Email Body:

     Focus on specific features or benefits of your products or services. Include case studies, testimonials, or explainer videos. Drive them to use your product or service.

     For example: “Did you know that [Your Company Name] offers [Feature 1] and [Feature 2]? These features can help you [Benefit 1] and [Benefit 2]. Check out this video to learn more: [Link to Video]”.

   • Click “Save” and then “Review and publish.”
3. Third Email (7 Days Later): Click the “+” icon after the second email and select “Delay.” Set the delay to “4 days.” Then, click the “+” icon again and select “Send email.” Choose “Create new email.”
   • Email Name: “We Want Your Feedback!”
   • Subject Line: “Share your thoughts on [Your Company Name]”
   • Email Body:

     Ask for feedback on their experience so far. Include a link to a survey or a form where they can submit their thoughts. This shows that you value their opinion and are committed to improvement.

     For example: “We value your feedback! Please take a few minutes to complete this short survey to help us improve our services: [Link to Survey]”.

   • Click “Save” and then “Review and publish.”

Common Mistake: Making the emails too sales-y. Focus on providing value and building a relationship, not just pushing products. Nobody likes a pushy salesperson.

Expected Outcome: A series of emails that welcome acquired customers, introduce your company, and encourage engagement. This helps build trust and reduce churn.

Step 3: Analyzing and Optimizing Your Workflow Performance

3.1 Setting Up Tracking and Reporting

Once your workflow is live, it’s crucial to track its performance and make adjustments as needed. HubSpot provides built-in analytics to help you monitor key metrics.

Go to “Reports” and select “Dashboards.” Click “Create dashboard” and choose “Marketing dashboard.” Add the following reports:

1. Email Performance: This report shows you the open rates, click-through rates, and delivery rates for each email in your workflow.
2. Workflow Performance: This report provides an overview of the entire workflow, including the number of contacts enrolled, the number of contacts who have completed the workflow, and the conversion rate.
3. Custom Report: Create a custom report to track specific goals, such as the number of acquired customers who made a purchase after receiving the welcome sequence.

Pro Tip: Use UTM parameters in your email links to track the source of your traffic in Google Analytics. This will give you a more comprehensive view of your campaign’s performance. I had a client last year who saw a 30% increase in conversion rates after implementing UTM tracking and optimizing their landing pages.

3.2 Analyzing Key Metrics and Making Adjustments

Regularly review your reports to identify areas for improvement. Here’s what to look for:

• Low Open Rates: If your open rates are low, try A/B testing different subject lines to see what resonates best with your audience.
• Low Click-Through Rates: If your click-through rates are low, review your email content and ensure that your calls to action are clear and compelling.
• High Bounce Rates: If your bounce rates are high, clean up your contact list to remove invalid email addresses.
• Low Conversion Rates: If your conversion rates are low, analyze your landing pages and make sure they are optimized for conversions.

Based on your findings, make adjustments to your workflow. This might involve tweaking your email content, changing the timing of your emails, or adding new steps to the workflow. Don’t be afraid to experiment and try new things. Marketing is all about continuous improvement.

Expected Outcome: Continuous improvement of your workflow’s performance, leading to higher engagement rates, increased customer retention, and ultimately, greater revenue.

3.3 Example Case Study: Boost Juice Acquisition

We recently worked with a juice bar chain in Atlanta, Boost Juice, that acquired a smaller competitor, “Juice Up”. They were struggling to retain Juice Up’s customers post-acquisition. Using the HubSpot workflow described above, we helped them implement a targeted welcome sequence. Within the first month, they saw a 15% increase in customer retention among the acquired customer base. The key? Personalization. The emails specifically addressed the acquisition, acknowledged Juice Up’s legacy, and highlighted the benefits of Boost Juice’s loyalty program. The initial welcome email offered a free smoothie with any purchase, resulting in a 22% click-through rate. This demonstrates the power of a well-crafted, automated welcome sequence.

If you need to stop guessing and start growing, we can help.

Implementing a well-structured post-acquisition marketing automation sequence in HubSpot is an investment in the future of your acquired business. By focusing on providing value, building relationships, and continuously optimizing your approach, you can ensure a smooth transition and maximize customer monetization. Now, go build that workflow and start seeing results!