How To Create Personalized Buying Experiences For Every Deal In HubSpot
Turn scattered sales enablement into guided buying experiences that close deals 34% faster
👋 Hey, I’m Stuart, and welcome to ConnectedGTM. This edition has been made available for 💸 FREE 💸 by Flowla | The digital sales room that helps you build engaging buyer journeys and close deals faster in HubSpot.
What happens after a sales call is critical to closing deals and accelerating revenue.
If the demo went well, chances are your prospect is excited, next steps are clear, and the deal feels close. Then reality sets in...
B2B buyers spend only 5-6% of their total buying journey meeting with any one sales rep, and just 17% meeting with all potential suppliers combined
This means for every hour your sales team spends with a prospect, there are nearly 5 hours where buyers are trying to navigate your solution, share information with colleagues, and build their business case - all without you in the room.
Yet most sales teams are still relying on disconnected emails and documents to manage complex, multi-stakeholder deals.
When critical information gets lost in endless email chains, buyers get confused, stakeholders drop off, and deals stall.
Today, we're covering how you can create engaging, self-serve buying experiences that guide prospects through their evaluation process - even when you're not there.
Highlights
→ Unite all your deal materials, conversations and stakeholders in one collaborative workspace that syncs with HubSpot
→ Automatically create personalized deal rooms with your prospect's branding directly from HubSpot deals
→ Track engagement from every stakeholder and sync all activity back to the HubSpot activity timeline
→ Build automated playbooks to guide buyers through your sales process and keep deals moving forward
As usual the exact steps to implement the playbook in HubSpot can be found at the bottom of the post. Let’s get into it.
Having all your deal-related content and stakeholder interactions organized in one place makes it much easier to keep deals moving forward and ensure everyone has the latest information.
There's nothing worse than having a prospect ask for materials you've already sent three times, or discovering a key stakeholder has been working with outdated information when they champion your solution internally.
While HubSpot's native documents and quotes features provide basic deal collaboration, managing complex multi-stakeholder deals often leaves teams struggling with scattered email threads and lost attachments. That's where Flowla can help.
Flowla features
Enhances HubSpot's native deal management capabilities with a dedicated space for buyer collaboration.
Create Deal Rooms Directly from HubSpot
Every deal in your pipeline can have its own dedicated workspace for collaboration created from the HubSpot deal record. Flowla automatically personalizes each deal room with your prospect's branding and pulls in relevant deal information from HubSpot using dynamic variables.
Centralize & Activate Your Sales Content
Avoid reps hunting through shared drives or wondering if prospects are working with outdated materials. Flowla centralizes scattered sales materials into an organized, dynamic content hub that's always up to date.
With native integrations to essential tools like HubSpot, Salesforce, Gong, and Clay you can create seamless buying experiences that keep everyone aligned. When you update content in your library, it automatically updates across all active deal rooms.
→ Organize content by sales stage, persona, or use case
→ Track performance of individual assets across all deals
→ Ensure stakeholders always see the latest versions
→ Embed dynamic content like calendars and forms
Track Stakeholder Engagement
See exactly who's engaging with your deal materials, even hidden decision makers who weren't originally on your contact list. All stakeholder activity automatically syncs back to HubSpot, creating new contact records and logging engagement data to help you spot buying signals and potential champions.
Revenue Intelligence & Real-Time Insights
Go beyond basic engagement tracking with detailed analytics that show exactly how prospects interact with your content. See which materials drive action, how much time stakeholders spend on each step, and get notified in real-time via Slack or email when there's activity.
For sales leaders, this means:
More accurate forecasting based on actual buyer engagement, not just rep opinion
Clear visibility into which deals to prioritize based on stakeholder activity
Data-driven insights into which sales materials are most effective
Real-time notifications when prospects share content with new stakeholders
💰 While the free tier includes basic flow analytics, Flowla’s Team and Enterprise plans unlock advanced content analytics, weekly AI pipeline summaries, and custom reporting dashboards to help you continuously optimize your sales process.
Step-by-step playbooks build a personalized buying experience for every deal in HubSpot
Building engaging buyer experiences takes more than just following up. You need a way to ensure the right information reaches the right stakeholders at the right time - and know when to proactively step in to keep deals moving.
Most sales teams try to solve this with a combination of shared drives, email tracking, and manually logging activities in HubSpot. But crucial signals often get missed:
→ The technical buyer who received a forwarded email with your security documentation
→ The CFO who spent 30 minutes reviewing pricing at 11pm
→ The new stakeholder who just joined the buying committee and needs to get up to speed
These invisible parts of the buyer journey often determine whether deals move forward or stall out. With Flowla integrated into your HubSpot instance, you can turn these blind spots into opportunities for engagement.
Let's look at two step-by-step playbooks for using Flowla to accelerate deals and improve buyer engagement right from HubSpot:
Playbook #1: Automatically create personalized deal rooms for qualified opportunities in HubSpot
When prospects are qualified and moved to a specific deal stage, automatically create and send them a personalized deal room to collaborate.
Here's how it works:
Step 1: Create a new flow template in Flowla
💡 Before building automation, create a flow template that will be your starting point:
Navigate to Templates in your Flowla account
Create a new template called "Post-Demo Deal Room"
Add standard sections for:
Meeting recap
Product overview
Technical documentation
Pricing & packages
Next steps timeline
Key stakeholder tasks
Step 2: Build the automated workflow in Flowla
⚡️ From the autopilot tab in Flowla select the “When deal status changes to something, create a flow from a template” workflow.
✅ Select the deal stage and flow template you would like to use for your automation.
Step 3: Create a follow up template with the deal room link
📧 Using HubSpot's email template builder:
Create new template "Deal Room Introduction"
Subject: "Everything you need to evaluate [company name]"
Include dynamic content:
Hi {{contact.firstname}},
I've created a dedicated workspace for your team to explore [Product Name] and collaborate with us during your evaluation: {{deal.flowla_deal_room_url}}
You'll find:
- A recap of our discussion
- Product documentation
- Technical specifications
- Next steps and timeline
Feel free to share this link with other stakeholders who should be involved.
Best,
{{sender.firstname}}
Playbook #2: Identify and engage hidden stakeholders
Use Flowla's stakeholder tracking to spot new decision makers and automatically create contact records in HubSpot. Here's how:
Create an active list of new stakeholders
→ Filters: Contact: Original Traffic Source Drill-Down 2 is "1044219" (this is the internal value for Flowla)
→ AND Created date is within last 7 days
→ AND Associated company has any deal
Create a deal tag for multi-stakeholder opportunities
→ Name: "👥 New Stakeholders Identified"
→ Color: Purple
→ Filters: Associated contact is member of "New Stakeholders" list
→ AND Deal stage is not Closed Won or Closed Lost
Build an automated workflow
⚡️ Trigger Criteria: Contact joins "New Stakeholders" list
✅ Action 1: Create task
→ Assign to deal owner
→ Task name: "New stakeholder {contact.firstname} viewed deal room"
→ Include flow engagement details in task notes
🔔 Action 2: Send Slack notification
→ Channel: #sales
→ Message: "🎯 New stakeholder identified at {company.name}"
→ Include: Job title, engagement time, content viewed
The right buying experience can be a major competitive advantage - especially when 83% of B2B buyers say the experience is just as important as the product itself. By creating guided journeys inside Flowla that sync with HubSpot, you can give buyers the self-serve access they need to champion your solution internally while maintaining visibility into who is engaging.
As always, it’s important to test new products with your own workflows and data. Get started with a free Flowla account or book a demo for a personal walkthrough from the team.
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