TUTORIAL: How to use HubSpot's Contacts application to gather lead intelligence
Now that you've added landing pages and calls to action to your website, you should start seeing leads come through the door. Through the HubSpot Contacts tool, you can identify where your leads have been on your site and what forms they've filled out -- in short, you can find out what they're interested in even if they don't explicitly tell you in their form submission. HubSpot's marketing team uses the contacts tool to research contacts in each lifecycle stage and refine their marketing personas. To learn how to build marketing persona's into your HubSpot account follow this guide.
You will use the Contacts application when you want to:
- See your contacts' form data and which landing pages they converted on
- Gather intelligence on which pages on your site each of your contacts visited
- Learn how each of your contacts discovered your website
- See which of your emails each of your contacts have opened, clicked, or ignored
This information will empower your sales team to conduct calls that are far more likely to close.
1. Go to the Contacts tool
You can find the Contacts tool under Contacts > Contacts Home.
2. Review your recent contacts
You can review your most recently added contacts at the top of the list. Search for a specific contact via name, company, or email address via the search field.
3. View more details for a specific lead
To see more details about each of your leads, you can click on a contact's name.
4. Use the Overview to view a contact's interactions with you
The Overview page that features the Timeline and your Starred properties provides you one singular view of a contact's journey, from their first touch point with your business to where they are now. The Overview tells you how long it has been since your first touch with the contact, the total number of interactions a contact has had with you over time, and the current lifecycle stage of the contact.
Timeline is filterable to show and hide specific type of interactions using checkboxes under timeline settings. A marketer might want to see how a contact is moving through their funnel and would filter to see only Lifecycle Stage changes and sync history with their CRM. A salesperson want to see what the contact is interested in and would filter to see only pageviews and form submissions.
To look at a single interaction, use the Show All Interactions dropdown to select a single interaction type.
The different interaction types are:
Lifecycle change - A history of changes to the contact's Lifecycle Stage.
Website visits - A history of the pages that contact has visited. You can clickthrough on the page title to see the actual page.
Emails - A history of the emails that you sent to the contact. The analytics around each email is displayed in the Timeline.
List memberships - A history of the Static and Smart Lists within your account that a contact has been a member of.
Form submissions - A history of the forms that a contact submitted. You can show the details of a form submission in the timeline view and see how they answered the form questions.
Automation events - A history of the workflows that the contact has been active in.
Events (HubSpot Enterprise accounts only)- A history of the events that the contact has completed.
Salesforce Syncs (Salesforce integrated accounts only) - A history of property changes based on Salesforce updates and syncs.
5. View the contact's source
The contact's source can be seen at the top of the Overview page in the First Touch section. This will tell you how the contact first found you.
Search for the property or property value that you want to update
Use the search to find the property you want to update.
Save your changes
Click the blue checkmark or the Save all changes button to finish updating the property value.
7. Star a contact property
Starring contact properties lets you view them on the Overview page so that you can quickly do research on a specific subject without having to click through all of your properties. To star a property, just click on the star icon next to it on the Properties screen. You can unstar a property by clicking on the icon again from the Overview page or Properties page.
8. Enroll the contact into a workflow (Professional and Enteprise only)
You can use the Workflow Enrollments Contact Detail page to see the workflows a Contact is currently enrolled in and enroll them into a new one. To get there, click the Workflow Enrollments link in the Contact Details side menu.
9. Act on the contact
You can add a contact to a Static List, opt a contact out of being emailed, close a contact as a customer or delete a contact from the Contact Actions top menu.
Adding a group of contacts to a Static List is an easy way of building a list for an email marketing blast. Membership to a Static list can also be used as criteria for building a Smart List. To learn how to build a Smart List follow this guide.
If you know that a contact does not want to be emailed by your marketing team or just want to suppress them from receiving any emails from you, opting a contact out of being emailed will make the contact permanently ineligible to receive emails from you sent through HubSpot. This cannot be undone.
Deleted contacts, do not display in the HubSpot UI and do not count as billable contacts. You can find out how many billable contacts you have in your account following these instructions.
Salesforce integrated customers have the option to manually resync a contact with Salesforce from this menu as well.
10. Further research the contact
You can begin a google search for a contact using the Search in Google link in the Contact Research side menu. This is a quick way to double check some of your contact property values and get a sense of the contact's overall web presence. Salesforce integrated HubSpot customers can also click on a link to view the matching Salesforce record for a contact.
Learn more about the Contacts tool
Here are additional resources for you to learn more about how to use the Contacts tool.