Marketing Qualified Leads Best Practices

SHinojosa3 — Tue, 06 Feb 2024 03:44:03 GMT

We need to set up a process in HubSpot for tracking multiple data points for Marketing Qualified Leads. I'd like to know how other companies are tracking the information below.

First, we need to determine where to document this information.

Would it be at the company level or the contact level? Our concern is that if we document it at the contact level, this information may get lost if the contact leaves the company.

I assume that this may be documented as a lifecycle stage at the company level.

Second, We need to be able to document who unearthed this lead and any details that inform the deal. For instance, did this lead get converted by our Strategic Relationship Manager or did it get converted by our Business Development Team. Both of these would document this as a Marketing Qualified Lead, but how can we give credit to the right source?

Third, We have found that notes can sometimes get lost in the ether. Is there another way to document important data that needs to be tied to a lead or deal? This data may contain the level of service or need that the lead has communicated. Maybe this could be a property that could be filtered by a User who is looking to work on leads that have a certain need.

Lastly, We need to be able to tie this all together in a reportable way.

I would imagine that we would use a property to identify all these leads as an MQL. Then we need to document who converted this lead to an MQL and why they updated this lead to an MQL.

Thanks for any advice you can give.

Re: Marketing Qualified Leads Best Practices

karstenkoehler — Tue, 06 Feb 2024 05:47:54 GMT

Hi @SHinojosa3,

Could you elaborate in a bit more detail what exactly "this information" is? Are you referring to the date when a contact converts to a MQL?

Before I start, I'd recommend you familiarize yourself with lifecycle stages, if you haven't done so yet: https://knowledge.hubspot.com/records/use-lifecycle-stages

Generally, lifecycle stages can be synced between contact and company, using workflows or some of the built-in features: https://knowledge.hubspot.com/object-settings/manage-how-lifecycle-stages-sync-between-objects

This would allow you to document information not only on the contact but also the company.

Regarding your second question, this information should be stored in the "Contact owner" field. If there's a risk of this being overwritten, you can create additional user fields (like any other property, simply select the property type "HubSpot user" during creation) and call it "Converting user". This field would have to be manually updated and could be used for further reporting.

To your third question, notes are still the best option. I don't fully understand which data exactly you're referring to but: notes are the best option for sales reps to document anything that does not go into a custom property where it would be overwritten when changed.

To your last point, if you maintain the lifecycle stage of the record on contact, this automatically populates the "Entered [lifecycle stage]" date properties. These can be used in custom reports where you can also add the information about the contact owner or "Converting user" I described above.

Let me know if you have any follow-up questions, happy to elaborate.

Best regards

topic Marketing Qualified Leads Best Practices in Tips, Tricks & Best Practices

Marketing Qualified Leads Best Practices

Re: Marketing Qualified Leads Best Practices