Your Guide to Custom HubSpot Properties for Contacts

Whether you’re new or an experienced CRM user, there are countless methods to organise your HubSpot. These custom properties can be used to add data to your CRM, improve reporting, and align with your business needs. 

I’ve reached out to multiple industry leaders to get practical, actionable tips on custom HubSpot properties. In this article, I discuss the essentials that your sales and marketing teams require to increase their efficiency.  

From identifying effective marketing channels to forecasting profitability, let’s dive into these custom contact properties in HubSpot!

Why HubSpot Custom Properties for Contacts Matter 

Many sales and marketing teams focus primarily on Hubspot properties for deals, but many forget to place enough emphasis on their customer relationships. To enhance business performance, teams should plan on capturing – and organising – custom data sets to build more personalised interactions. 

  • Personalisation and relevance 
  • Improved segmentation 
  • Enhanced marketing automation 
  • Better data organisation
  • Improved customer relationships
  • Flexibility and scalability 

1. Identify the Most Effective Marketing Channels

To maximise your ROI, your messages need to reach the right audience. HubSpot’s enormous range of tools are ideal for targeting, tracking, and analysing marketing channel performance. 

Lead Source 

Whether you’re tracking social media or organic searches, your marketing team needs to know where that traffic is coming from. HubSpot user custom properties are something that can dramatically impact your success rate.

Digital marketer Kartik Ahuja says that, “One of my clients determined strategies that affected lead conversions by nearly 30%. They seized the opportunity to allocate their resource distribution budget to more productive channels.” 

Fact: Repurposing existing content is one of the simplest ways to maximise your B2B strategy


A/B Testing

If you’re not using A/B testing to improve your marketing strategies, you’re only seeing part of the picture. By testing variations of emails, landing pages, and CTAs via HubSpot, your marketing and sales teams can compare, optimise, and pivot their strategies based on real performance data

Campaign Performance

HubSpot is designed to track elements like email, social, and ad metrics. Whether you need to determine open rates (ORs), click-through rates (CTRs), or conversion rates, teams can quickly locate what’s performing best – and what needs more work. 

Attribution Reporting

Wondering which marketing efforts are contributing to sales and acquisition? Attribution models not only highlight each customer journey touchpoint, but they also identify which ones are most effective. 

2. Segmentation and Understanding Contacts

HubSpot’s custom properties for contacts should help you understand, engage, and prioritise your contacts. In turn, that should lead to more effective marketing and sales efforts.

Jon Morgan (CEO of Venture Smarter) says, “You want to have properties that help you segment and understand your contacts better. Elements like industry, company size, and job title can be super valuable for targeted marketing and sales efforts.”

Consider segmenting your audience with criteria like: 

Demographic Information: Age, location, employment, industry

Behavioral Data: Open rates, clicks, downloads, purchases

Engagement Levels: Active, inactive, lead scores

Lifecycle Stage: Lead, MQL, SQL, client

Note: Include unique data points (like product usage or membership status).

Buyer Personas

Use “Buyer Persona” to categorise leads according to actions and characteristics, then segment them to create different persona entities. Bespoke marketing campaigns will have the greatest impact when they’re sent at the appropriate stages – and to the right audience. 

Engagement Properties

Morgan continues: “Engagement properties offer insights into how contacts are interacting with your content and your brand. Think about selections like last email open date, last email click date, and website activity to help you tailor communications and follow-ups more effectively.”

Lead Qualification Properties

Lead qualification properties are key to helping sales teams prioritise their efforts. Consider incorporating details like lead status, lead score, and purchase intent to give sales reps the context they need to focus on the most promising leads.


3. Forecast Profitability with CLTV

Customer Lifetime Value (CLTV) helps businesses forecast profitability and profit from longer-term client relationships. It all starts by setting up HubSpot custom properties to calculate CLTV: 

Customer Lifetime Value = Customer Value x Average Customer Lifespan

Once implemented properly, your business can determine the long-term value of each customer, segment them for bespoke marketing efforts, and nurture those relationships.

Matt Goren (Head of Marketing at Tom’s Key Company) says that, “Recognising the diverse interests of a customer base is crucial. We utilise the Product Interest property as a valuable asset, enabling our business to capture and analyse individual preferences, then facilitate targeted marketing efforts to increase conversion and customer satisfaction.” 

Note: Regularly review HubSpot dashboards to visualise this data. Not only will this help monitor trends, but these details can be used in whitepapers or customer presentations.

Optimise Marketing Spend 

I recommend comparing your CLTV and Customer Acquisition Cost (CAC). If the CLTV is significantly higher, your business likely has higher customer profits. A straightforward way to improve your ROI is by pouring your marketing budget into the avenues that attract higher CLTV clients. 

Predict Behaviour with Analytics

Because HubSpot integrates seamlessly with countless analytics tools, it’s easy to make predictions based on historical data. If you can anticipate behaviour and trends, your employees can be more proactive when it comes to engagement and retention.

Improve Customer Loyalty

Since customer loyalty usually correlates with higher CLTV rates, track engagement metrics and satisfaction scores. You may want to ask your sales and marketing teams to develop loyalty programs, create special offers, or make improvements to customer support processes.

Take Advantage of Bespoke Contact Properties in HubSpot 

It’s no secret that managing swathes of data can be overwhelming. For over a decade, I’ve helped my clients develop their B2B HubSpot processes – and maximise their ROI by aligning with their business goals. 

Whether you’re looking for clarity or a total revamp, book a discovery call. There are always ways to optimise your CRM!

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