Welcome to the HubSpot Community @FS9! In addition to what @Jnix284 offered, I’ll leave a few thoughts.
As you’re learning HubSpot, I’d suggest taking a look at HubSpot Academy courses like Fundamentals of Inbound for a top-level strategy view, and a course like Email Marketing for more tactical information & inspiration.
Also, data integrity is critical. When you use HubSpot properties well, and understand the different HubSpot objects, you can use data to segment your database and give context to your team and to your contacts.
On the context note, I would definitely use the HubSpot Persona tool and Persona property to help your team communicate with your ideal buyers. In fact, I’d add the Persona property to my forms, asking people to self-identify so you know who they are as they come into your CRM.
After all that foundational work, I would look into conversion path and lead nurturing work. When you have interesting conversion paths, you’ll generate leads. Then when you’re using workflows for lead nurturing, you’ll see better conversion all along your buyer’s journey.
Finally, as Jennifer mentioned, testing is critical. Use the HubSpot A/B testing in emails to find out what resonats with your contacts. That’ll help your effectiveness for sure.
All the best on your HubSpot adventures!