Record last touchpoint before contact conversion

[tsmith18467]

I'm trying to figure out if there's a way to set up a custom property and workflow that records the last touchpoint we had with a contact before they became SQL or Opportunity?

[tsmith18467]

@Ben_M Ben, thank you for your comment on this problem! I appreciate your insight. 

@karstenkoehler Thank you for your example of how to use a workflow and existing properties to come up with a solution. I'm curious to know if there is a way to record this for other touchpoints? For example, a sales member calling the contact, marketing sending emails, etc. 

[karstenkoehler · Accepted solution]

Hi @tsmith18467,

There are different ways of approaching this. One easy option would be to review the timeline of the contact record to see the full context of earlier touchpoints. When you hover your mouse over the Lifecycle stage field in the left contact sidebar, a Details button should pop up. When you click it, you'll the when exactly a contact converted into a SQL or opportunity. You can then review the timeline to see which pages the contact viewed, which email they opened etc. This is great for seeing the context for each contact individually.

Another option specifically for the opportunity stage would be attribution reports – assuming that your opportunities are associated with a deal. Under Menu > Reports > Reports > Create custom report > Attribution, there are many reports in the category Deal create. In attribution reports, you have powerful options to measure which sources, assets, and interactions had the greatest impact on generating deals ( = opportunities). This is great for high level reporting.

Lastly, as @Ben_M mentioned, you could create a contact-based workflow. I'll outline this for the latest form submission. (The following logic also applies to page views, using the Last page seen property.) First, you would need a custom contact property, e.g. Last conversion before becoming a SQL. The workflow could look like this:

Make sure to enable re-enrollment for the form submissions.

Also, under Settings > Unenrollment and suppression, choose "Yes, remove them from this workflow" when a contact no longer meets the enrollment conditions. HubSpot would keep on copying the Recent conversion into the Last conversion before becoming a SQL field until the ocntact turns into a SQL. Then they would be immediately removed and Last conversion before becoming a SQL would not change anymore. This opens up more options in reporting, list creation and segmentation.

Let me know if you have any follow-up questions!

[Ben_M]

There are original and latest source fields that come out of the box from Hubspot.  The latest will contain what you need. Then just build a workflow to capture the latest into your own custom property when the lifecycle stage is reached and you should be all set.