How to use the contact profiles for lead intelligence

Last Updated: May 07, 2014

The contact profile in HubSpot is a useful feature that allows you to identify where your leads have been on your site, what forms they have filled out, and much more. You can determine what your leads are interested in without them directly stating it on a form. For example, HubSpot's marketing team uses the contacts tool to research their contacts and then they refine their marketing personas and strategies, based off of what they learn. For a refresher on how to create personas, check out this previous section of this guide.  

Instructions

Follow these steps to learn how to explore a lead's contact profile and further research your personas.

1. Go to Contacts > Contacts Home

From the dashboard, navigate to Contacts > Contacts Home.

2. Click on a contact

Click on a contact's name from either Contacts Home to view more details about the lead and begin your lead intelligence analysis from the Contact Overview page.

3. Use the Overview to view a contact's interactions with you

The Contact Overview page features starred properties and a timeline of the contact's interactions with you. The timeline starts with the date that the contact first came in touch with you and ends with their latest interaction. The overview bar at the top of the page shows you important information about the source of the contact's first visit, the time of their first and last touch, and their lifecycle stage.

3. Use the Overview to view a contact's interactions with you

You can easily adjust what you see on the Timeline by filtering information in Timeline settings. To do so, click on the gear icon and check off the interactions that you would like to be visible on the Timeline. Filtering interactions is useful for people in various roles. For instance, a marketer may want to see how a contact is moving through their funnel, so they would filter to make only the Lifecycle changes visible. A salesperson would want to see the interests of the contact, so they could filter to make Website visits and Form submissions visible.

To view a single type of interaction on the Timeline, use the Show All Interactions drop-down menu to select an interaction type.

Here are the different types of interactions:

Lifecycle changes: a history of changes to the contacts Lifecycle Stage.

Salesforce syncs: a history of property changes based on Salesforce updates and syncs. (For Salesforce integrated accounts only)

Website visits: a history of the pages that the contact has visited. You can click on the page title to see the actual webpage.  Note the timeline provides a high level snapshot of a visitor's website activity.  Sessions of activity get group together, so you may not see every single page view on the Timeline.

Emails: a history of the emails you sent to the contact. It shows the status of the contact's interactions with the email-- delivered, opened, or clicked.

List memberships: a history of the static and smart lists in your account to which the contact belongs.

Form submissions: a history of the forms that a contact has submitted. You can show submission details on the Timeline to see how the contact answered the form questions.

Automation events: a history of the workflows in which the contact has been active (Professional and Enterprise accounts only).

Twitter events: a history of the contact's Twitter events that they have completed.

Events: a history of the events that the contact has completed (Enterprise accounts Only).

Webinar Events: a history of GoToWebinar events that a contact has completed, such as registering for a webinar (For GoToWebinar integrated accounts only).

Survey Events: a history of SurveyMonkey events that a contact has completed, such as filling out a survey (For SurveyMonkey integrated accounts only).

4. Star a contact property

You can star contact properties to make them visible on the Overview page. This way you can quickly see certain information about a contact without having to click through all of your contact properties. To star a property, click on the star icon next to the property. If you do not want a property to appear on the Overview page, simply click on the star again on the Overview or Properties page.

4. Star a contact property

5. View the Contact's source

At the top of the Overview page, you can see the contact's source in the First Touch section. This tells you how the contact first found you.

5. View the Contact's source

6. Update a contact property

Click on the Properties link in the Contact Details menu on the left side of the screen.

6. Update a contact property

Search for the property you want to edit

Use the search bar to find the property that you want to update.

Search for the property you want to edit

Edit the property

Click on the input to edit or add a value for the contact property.

Edit the property

Save your changes

Click on the blue check mark next to the input or the Save all changes button at the top of the page to finish updating the property value. If you would like to cancel your edit, click the Discard all changes at the top or theblack X button next to the input.

Save your changes

7. Enroll the contact in a workflow

You can see the workflows that your contact is currently in and manually enroll them from the Workflows Contact Details page. To do so, click on the Workflows link in the Contact Details menu on the left side of the screen. This feature is for Professional and Enterprise customers only.

7. Enroll the contact in a workflow

Select a workflow from the drop-down menu in which you would like to enroll your contact. Then select the Enroll contact button to finish adding them to a workflow.

8. Take further actions with contacts

From the top menu of Contacts Actions, you can add and remove contacts from a static list, resync a contact with Salesforce, opt a contact out of being emailed, close a contact as a customer, or delete a contact.

Adding a group of contacts to a static list can be an easy and useful way to create a quick list of contacts that may not have any other shared criteria to group them by. For example, you wanted to build a quick list if contacts to send an email to, this feature may be useful. You can also use membership to a static list as criteria for building a smart list.

Opting a contact from being emailed can be helpful if a contact does not want to receive emails from your marketing team or if you do not want a contact to receive any emails from you. Take note that opting a contact out of being emailed makes the contact permanently ineligible for receiving emails sent through HubSpot from you. This action cannot be undone by your users. The only way for a contact to be opted back in after being opted out is if they update their subscription settings through the link in a bottom of previous email sent from your account.  

To change the contact's lifecycle stage to customer, click the Close as Customer button.

Deleted contacts are removed from your account, and they do not count as billable contacts.

HubSpot accounts that are integrated with Salesforce can manually resync contacts with Salesforce from this menu.

8. Take further actions with contacts

9. Further research the contact

Click on the Search in Google link under the Contact Research side menu to further research a contact in Google. This provides you with a quick way to double check your contact property information and to get an idea of the contact's internet presence. HubSpot accounts that are integrated with Salesforce can also click on the View in Salesforce link to see the contact's matching Salesforce record.

9. Further research the contact

Access contacts through Lists

If you want to start your lead intelligence by using a list, follow the steps below.

Go to Contacts > Lists

From the dashboard, navigate to Contacts > Lists.

Since the Contacts tool is integrated with several other features in HubSpot, it's often most convenient to access a particular group of contacts through the Lists tool.

View your lists

From here, you can view all of your lists in one place with your most recent lists at the top, and you can filter your view to see smart or static lists or both. You can search for lists by name in the search bar.

View your lists

Search for a list

Search for a list that matches your needs, for example All Leads. Select the list to begin to use contact profiles to gather lead intelligence.

Search for a list

View details of a specific lead

Click on a contact's name from the All Leads list to view more details about the lead. Once you click on the contact's name, you will be taken to the Contacts Overview page where you can use the contact profile for lead intelligence.

View details of a specific lead

Next Article: How to use the contact profiles for customer intelligence

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