Use lifecycle stages
Last updated: March 4, 2021
Categorize your contacts based on where they are in your marketing and sales processes. Using the Lifecycle stage property enables your team to determine where a specific contact is in your processes, and to understand better how leads are handed off between marketing and sales.
The default Lifecycle stage property contains the following stages as options:
- Subscriber: a contact who has opted in to hear more from you by signing up for your blog or newsletter. This is automatically set by HubSpot when a contact converts on a blog subscription form, is created through a conversation, or is manually created in the contact home or by an import.
- Lead: a contact who has converted on your website or through some other interaction with your organization beyond a subscription sign up. This is automatically set by HubSpot when a contact converts on a lead form, is synced to HubSpot from Salesforce, or is created from a contact profile in Gmail or Outlook. If a Sales Hub or Service Hub Professional or Enterprise user enrolls a contact in a sequence, the contact's lifecycle stage will automatically change from Subscriber to Lead.
- Marketing Qualified Lead: a contact that your marketing team has qualified as ready for the sales team.
- Sales Qualified Lead: a contact that your sales team has qualified as a potential customer.
- Opportunity: a contact who is associated with a deal (e.g., they're involved in a potential deal with your organization). This is automatically set by HubSpot when a contact is associated with an open deal.
- Customer: a contact with at least one closed deal. This is set automatically by HubSpot when at least one deal associated with the contact or company is set to Closed Won.
- Evangelist: a customer who has advocated for your organization.
- Other: a contact who does not fit any of the above stages.
Since certain lifecycle stages are updated automatically by HubSpot, the property’s options cannot be edited. If your contacts have a different lifecycle, learn how to create a custom lifecycle stage property.
The default lifecycle stage for a new contact is determined by how they were created, but you can update the Lifecycle stage property manually, or set up your own automatic triggers and criteria. To update the Lifecycle stage property, you can do the following:
- Manually update the Lifecycle stage property for your contact
- Import to update the Lifecycle stage property for a list of contacts
- Set up automatic syncing of lifecycle stages between contact, company, and deal records
- Use Set a property value action in a workflow (Professional or Enterprise accounts only)
- Use a hidden form field (Marketing Hub Professional or Enterprise only)
You can see the source of an update in the Lifecycle stage property history.
Please note: Imports, workflows, and forms can only set a record's default Lifecycle stage property to a value that is further down the funnel. These tools would not be able to override a record's Lifecycle stage property to set it to a lesser value. For example, a workflow can set a contact's lifecycle stage from Subscriber to Customer, but not the other way around. If you manually set a lifecycle stage to a lesser value, the Became a [lifecycle stage] date property corresponding to the greater value will be cleared.
Monitor lifecycle stages
The Lifecycle stage property can be used to segment your records when creating a list or a saved view. You can also use reports in your HubSpot account to see where contacts are in your processes and how they have moved between the lifecycle stages. Users with reports permissions in a Professional or Enterprise account can create custom funnel reports.
Lead StatusThe Lead Status property describes the sub-stages within a Sales Qualified Lead lifecycle stage. The default Lead Status options are:
- In Progress
- Open Deal
- Attempted to Contact
- Bad Timing
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