Set up markets

Establish markets to define and discover what companies are the best fit for your business, using key company attributes like industry, company location, number of employees, and more.

You can utilize markets in buyer and research intent to segment for high-fit companies that are visiting high-intent pages on your website and researching topics that align with what your business sells. You can also utilize markets in target accounts to identify what existing company records you'd like to assign as target accounts, or what new-new companies you'd like to add to HubSpot as target accounts.

Add a market

When adding a market, a company must meet at least one criteria in all selected categories to be added as part of that market. For example, if the target Industries has been set to Accounting or Energy, and the target Company country has been set to France, the market will include specifically accounting companies in France or energy companies in France. 

• In your HubSpot account, click the settings settings icon in the top navigation bar. In the left sidebar menu, under Data Management, click Markets.
• On the Markets screen, click Create new market.

• In the right panel, write the name of the market. Then, click Add next to the category you'd like to use to define your market. Then, configure the following target categories: 
  • Industries: the industry these companies belong to, such as Accounting or Manufacturing. 
  • Company keywords: use keywords with industries to narrow your market to specific companies within industries. Company tags can also be used to identify companies that match specific keywords or terms, such as B2C, healthcare, or more. 
  • Employee range: the range of employees in each of your target companies. 
  • Company country: the country that these companies are based in. 
  • Company state/province/region: the state, province, or region that these companies are based in. 
  • Company city: the city that these companies are based in. 
  • Web technologies: the technologies currently used by these companies internally and for their websites. 
  • Revenue: the revenue for each of your target companies. 

• To manage your market criteria: 
  • To add another criteria within each category, click the dropdown menu and select or enter another criteria. 
  • To remove a criteria within a category, click the X icon next to the criteria. 
  • To remove a category, click Remove.
• To exclude specific criteria:
  • In the category section, click + Add [category] to exclude.
  • Click the dropdown menu and select your criteria. 
  • To remove an exclusion criteria within a category, click the X icon next to the criteria. 

• After setting up your market, at the bottom, click Create market.

Manage markets

Users have a limit of 20 markets. Once 20 are created, you must delete an existing one to make a new one. HubSpot protects against deleting markets that are used in existing buyer intent saved views.

• To edit an existing market:
  • Hover over a market you want to edit, then click Edit.
  • In the right panel, edit the market's details. 
  • At the bottom, click Save market. 

• To rename your market: 
  • Hover over a market you want to rename, then click Edit.
  • Under Market name, type the market name.
  • Click Save market. 

• To clone your market: 
  • Hover over a market you want to clone, then click Edit.

• • In the right panel, at the bottom, click More and select Clone market. A clone market will appear in the market table. By default, it will be named [market name] (Copy). To rename the market, see above.

• To delete an existing market:
  • Hover over a market you want to delete, then click Edit.

• • In the right panel, at the bottom, click More and select Delete market. 

• • In the dialog box, click Delete.

• You can view your total addressable markets on the Markets screen in settings or the Configuration tab in Buyer Intent. If a specific company appears in more than one target market, the company will only be counted once. As a result, the total count of companies may be lower than expected.
  • On the Markets screen, it will display the message: HubSpot has identified [x] companies that fit into the saved markets you've defined. Of that total, approximately [x]% are in your CRM.

• • On the Configuration tab in Buyer Intent, it will display the message: We've identified [x] companies in your TAM.