Hubspot Guide to Below-the-Line (BTL) Marketing

Modern marketers can learn a lot from how Hubspot explains below-the-line (BTL) marketing: a targeted, data-informed approach that reaches specific audiences with personalized experiences instead of broad, mass-media blasts.

This guide adapts lessons from the original Hubspot resource on BTL marketing and turns them into a practical, step-by-step playbook you can use right away.

What Is BTL Marketing in the Hubspot Context?

Below-the-line marketing focuses on narrow, highly defined audiences rather than the general public. Instead of big TV spots or national radio ads, you use precise channels to speak directly to people who are more likely to convert.

In the Hubspot-style approach, BTL activity is usually:

Highly targeted and segmented
Personalized based on data and behavior
Trackable and measurable
Integrated with digital funnels and CRM data

That makes BTL a powerful complement to any broad, brand-building activity you might already be running.

ATL vs. BTL vs. TTL: The Hubspot-Friendly Overview

Hubspot’s explanation of marketing channels often distinguishes between three strategic layers: above-the-line (ATL), below-the-line (BTL), and through-the-line (TTL).

Above-the-Line (ATL) Marketing

ATL uses mass media to boost awareness across large audiences. Typical examples include:

National television commercials
Billboard campaigns
Magazine and newspaper ads
Large radio placements

These activities are great for reach and brand recognition but are usually less personalized and harder to measure at the individual level.

Below-the-Line (BTL) Marketing

BTL, which Hubspot highlights as a performance-focused tactic, narrows the lens. It aims at smaller, well-defined groups using precisely chosen channels. You might use:

In-store or on-site promotions
Local events and demonstrations
Direct mail or email to segmented lists
Partner or reseller promotions

The goal is direct engagement and conversion, supported by data and analytics.

Through-the-Line (TTL) Marketing

TTL connects ATL and BTL. It links broad awareness with specific actions, often via digital experiences. For instance:

A national campaign that drives people to a personalized landing page
Brand advertising that includes a trackable QR code or unique URL
Social media content that leads to targeted remarketing funnels

This hybrid approach, often featured in Hubspot-style case studies, helps brands build reach while still gathering actionable data.

Key Hubspot-Style BTL Marketing Tactics

Below are common BTL tactics aligned with techniques promoted in Hubspot resources, adapted to today’s omnichannel environment.

1. On-Ground Activations and Events

On-ground activations bring your brand directly to people in physical spaces. These can include:

Pop-up booths in malls or campuses
Product demos inside retail stores
Sampling stations at festivals or trade shows

To apply a Hubspot-inspired mindset, connect event interactions with digital tools such as QR codes, SMS opt-ins, or in-the-moment survey forms that feed into your CRM.

2. Direct Response Campaigns

Direct response focuses on getting an immediate action, not just awareness. Examples include:

Targeted email campaigns to segmented lists
SMS messages with unique offer codes
Flyers or mailers that include a trackable URL

The Hubspot approach emphasizes clear calls-to-action, measurable links, and A/B testing of offers to optimize response rates.

3. Experiential and Event Sponsorships

Experiential marketing gives your audience memorable, immersive interactions with your brand. Sponsorship examples include:

Branding at niche sports tournaments
Workshops or masterclasses for specific communities
Tech or industry meetups aligned with your product

With a Hubspot-style strategy, you capture rich first-party data at the point of interaction, then nurture those contacts with relevant follow-up content.

4. Trade Marketing and Point-of-Sale Efforts

Trade marketing influences customers closer to the purchase decision, especially in retail or distribution environments. You might use:

Point-of-sale displays and shelf branding
Limited-time offers and coupons in-store
Co-branded promotions with resellers

Integrating this with a CRM, as tools like Hubspot recommend, lets you track which outlets, offers, or messages convert best.

How to Plan a Hubspot-Style BTL Campaign

Use the following structured process, based on principles drawn from the original Hubspot article on BTL marketing at this source page.

Step 1: Define a Narrow Audience

Start by choosing a tightly defined audience segment. Examples include:

New leads in a specific city
Existing customers who have not purchased in six months
Students at selected universities

The more detailed your audience definition, the more effective your BTL tactics will be.

Step 2: Clarify the Objective and Offer

Decide what action you want: sign-ups, demo bookings, coupon redemptions, or event registrations. Then create a compelling offer that matches that objective, such as:

Limited-time discount
Exclusive content or experience
Free trial or sample

Hubspot-style campaigns always anchor messaging around a strong, clear call-to-action.

Step 3: Choose the Right BTL Channels

Match channels to your audience and objective. For example:

Campus events + QR code sign-ups for student-focused offers
Local trade shows + demos for B2B leads
Segmented email + SMS follow-ups for existing contacts

A mix of offline and online touchpoints can make your BTL program more resilient and trackable.

Step 4: Design the Customer Journey

Map how people move from first contact to conversion. A simple journey might look like this:

Prospect discovers your booth at a local event
They scan a QR code to join a list and redeem an offer
They receive a confirmation email with additional value
Your team follows up with a personalized call or demo invite

This structured journey reflects the funnel thinking often shared in Hubspot educational content.

Step 5: Set Up Tracking and Measurement

To measure performance, you can:

Use unique URLs and UTMs for each campaign touchpoint
Assign codes to specific locations or events
Track leads and deals associated with each BTL action

A CRM or marketing automation system helps you attribute pipeline and revenue back to individual efforts.

Step 6: Optimize and Scale

After the first wave of activity, analyze what worked best.

Which event locations produced the most qualified leads?
Which offers got the highest response rates?
Where did people drop off in the journey?

Then double down on high-performing tactics and experiment with new variations, following the iterative optimization style often recommended in Hubspot training.

When to Use a Hubspot-Inspired BTL Strategy

A focused BTL approach is particularly powerful when:

You know your ideal customer profile very clearly
You want measurable, short-term results
Your product benefits from hands-on demos or explanations
You need deeper engagement than broad advertising can provide

Because everything is trackable, BTL activity can also inform your broader strategy and help you decide when to expand into TTL or ATL channels.

Next Steps and Helpful Resources

To go deeper into performance-driven campaigns and CRM-backed strategies similar to what Hubspot platforms support, you can explore consulting resources such as Consultevo for implementation guidance.

For the original explanation of BTL marketing concepts that inspired this how-to guide, refer again to the Hubspot article at blog.hubspot.com/marketing/btl-marketing.

By combining precise audience targeting, measurable offline and online touchpoints, and strong follow-up journeys, you can apply a Hubspot-style mindset to BTL marketing and create campaigns that engage the right people, in the right places, at the right time.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`