HubSpot Lifecycle Stages: A Comprehensive Guide

HubSpot Lifecycle Stages serve as a tracking mechanism to monitor the progression of contacts or companies within your workflow. The default automatic updates applied to the Lifecycle Stage property are specifically designed to advance the stage to the next phase in the process. When employing HubSpot as your marketing automation system or CRM, you will find that the Lifecycle Stage property plays a pivotal role. It is an integral component in reporting functionalities.  

In this blog, we will comprehensively look into HubSpot Lifecycle Stages, categorised as subscriber, lead, marketing qualified lead, sales qualified lead, opportunity, customer, evangelist, and others. Read more about its features and how it can be employed in your organisation. 

Table of Contents 

1) What are HubSpot Lifecycle Stages? 

2) Various Lifecycle Stages 

3) Which HubSpot Lifecycle Stage to use? 

4) Lifecycle Stage calculated properties 

5) Conclusion 

What are HubSpot Lifecycle Stages? 

Whenever you examine your HubSpot contacts to arrange, streamline, or generate reports, you will encounter the Lifecycle Stages. The HubSpot Lifecycle Stages have been meticulously tailored to align with the various phases of your customer's journey. They become associated with each contact starting from the moment they are initially captured through marketing efforts, progressing until they evolve into fervent supporters of your brand.
 

Various Lifecycle Stages 

It is not enough to collect contact information; you need to categorise and nurture those contacts appropriately based on their level of engagement and readiness to make a purchase. This is where HubSpot Lifecycle Stages come into play. The following are the HubSpot Lifecycle Stages:
 

Subscriber 

It is the initial point of contact for individuals who have just begun their journey with your brand or organisation. Subscribers represent the Awareness Stage in the customer journey, where potential leads are just getting acquainted with your offerings.  

Subscribers are individuals who have displayed some level of interest in your content, products, or services. They might have taken a step beyond mere website visitors or social media followers by subscribing to your newsletter or blog updates. This initial interaction is often the result of curiosity, and it's your opportunity to capture their attention and provide value.  

In the marketing funnel, Subscribers are located at the top, where the primary goal is to create awareness and attract a broader audience. At this Stage, prospects may not actively search for your solutions, but they've shown a faint interest. 

Lead 

The "Lead" Stage within the HubSpot Lifecycle Stages represents the next phase in a potential customer's journey and is a pivotal point in the marketing and sales funnel. This Stage signifies that individuals have progressed beyond the initial Awareness Stage (Subscribers) and are actively demonstrating interest in your products or services. Let's delve deeper into the characteristics and significance of the Lead Stage:  

Leads are characterised by their active engagement with your brand. They have moved beyond curiosity and are taking concrete actions to learn more about your offerings. This could involve filling out contact forms, subscribing to email lists, or interacting with specific content on your website.  

At the Lead Stage, individuals are likely in the consideration phase of their decision-making process. They seek information to address their pain points or needs and are considering potential solutions. This makes it a critical Stage for providing valuable and relevant content addressing their concerns. 

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Marketing Qualified Lead (MQL) 

The MQL Stage in the HubSpot Lifecycle Stages marks a significant transition in the customer journey. At this point, individuals have progressed beyond being merely interested leads and are now considered more qualified and ready for targeted marketing efforts. 

MQLs often have a higher lead score than regular leads or subscribers. This score is typically based on their engagement level, behaviour, and demographic information. Lead scoring helps distinguish between leads more likely to convert and those needing to be ready. 

Sales Qualified Lead (SQL) 

SQL Stage in the HubSpot Lifecycle Stages signifies a significant advancement in the customer journey, indicating that an individual has progressed from being a MQL to a point where they are considered ready for direct sales engagement. This Stage is crucial for sales teams as it represents a transition from marketing efforts to the sales process. 

SQLs have undergone a thorough qualification process, often following criteria such as Budget, Authority, Need, and Timeline (BANT). This qualification ensures that the lead not only shows interest but also possesses the necessary elements for a potential purchase, such as financial capability, decision-making authority, a clear need for your product or service, and a defined timeline for making a decision. 

Opportunity 

The "Opportunity" Stage within the HubSpot Lifecycle Stages marks a crucial phase in the customer journey, representing individuals who have progressed through the earlier Stages and are now actively considering and evaluating your products or services. Opportunities are primed for conversion, making this Stage pivotal in the sales process.  

Opportunities are highly qualified prospects who have not only displayed a strong interest in your offerings but have also met specific criteria and demonstrated a readiness to engage in a purchase decision. This includes BANT.  

The Opportunity Stage is where the sales team takes centre stage. Sales professionals actively engage with these prospects, starting meaningful conversations and addressing their needs and concerns. This one-on-one interaction plays a crucial role in moving the opportunity towards conversion. 

Customer 

The "Customer" Stage in the HubSpot Lifecycle Stages marks the moment of conversion and a significant achievement in the customer journey. At this Stage, individuals have purchased and officially become paying customers of your business.  

The Customer Stage is the ultimate objective of your sales and marketing efforts. It signifies that a lead has progressed through the various Stages of the customer journey and has completed a purchase transaction. 

Customers are the lifeblood of any business. They contribute to your revenue stream by purchasing your products or services, and this financial support is crucial for the sustainability and growth of your company. 

Evangelist 

The "Evangelist" Stage within the HubSpot Lifecycle Stages represents the pinnacle of customer engagement and loyalty. Individuals who reach this Stage have not only become customers but have transformed into enthusiastic advocates for your brand. They are more than just satisfied customers; they actively advertise your products to others and play a significant role in your marketing efforts.  

Evangelists are characterised by their unwavering loyalty to your brand. They are not merely satisfied customers; they are deeply enthusiastic about your products or services and have a strong emotional connection to your brand.  

Evangelists go beyond being passive customers. They promote your business through word of mouth, referrals, reviews, and testimonials. Their advocacy is a powerful marketing tool and can significantly influence the purchasing decisions of others. 

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Other 

The "Other" Stage within the HubSpot Lifecycle Stages is a catch-all category designed to accommodate contacts who don't fit neatly into the traditional Subscriber, Lead, MQL, SQL, Opportunity, Customer, or Evangelist types. This Stage is essential because not all contacts or interactions can be neatly categorised, allowing flexibility in managing and organising contacts in your database.  

The "Other" Stage is used for contacts with a wide range of relationships or interactions that don't align with the predefined Lifecycle Stages. This category accommodates various non-standard contacts, including vendors, partners, or individuals with unique roles or relationships with your business.  

Contacts in the "Other" Stage may have specific and personalised relationships or agreements with your business. These relationships often fall outside the typical customer or lead dynamics, necessitating a separate category. 

Which HubSpot Lifecycle Stage to use? 

The primary aim of HubSpot Lifecycle Stages is to simplify the sales process and enhance communication among various departments. The objective is to ensure that the right individuals receive pertinent content and information, all while efficiently allocating valuable resources in marketing and sales.  

It's important to note that you are not obligated to utilise every single Lifecycle Stage to leverage HubSpot's Lifecycles effectively. You have the flexibility to exclude certain Stages if it enhances the efficiency of your process.  

The key is to select the lifecycle Stages that align with your current sales process, establish clear criteria for each Stage, and maintain consistency. While there are many more possibilities for automation and customisation within the HubSpot Lifecycle Stages, having a fundamental understanding of their purpose and how to implement them should provide a solid foundation for organising your contacts and optimising your sales process. 

Lifecycle Stage calculated properties 

Calculated properties are an advanced feature in HubSpot that allows you to create custom properties based on existing data. They can be powerful when used in conjunction with Lifecycle Stages. The following are a few examples of how calculated properties can enhance your HubSpot experience:
 

1) Lead scoring: You can use calculated properties to assign lead scores based on specific criteria, such as the number of website visits, email engagement, or demographic information. Lead scoring helps you identify your hottest leads and prioritise them for follow-up. 

2) Lifecycle transition trigger: Create calculated properties that automatically trigger a change in the Lifecycle Stage when certain conditions are met. For example, when a Lead reaches a predefined lead score, it can automatically become an MQL. This ensures a smooth transition between Stages without manual intervention. 

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Conclusion 

HubSpot Lifecycle Stages aims to optimise the sales process and enhance inter-departmental communication. The aim is to ensure that the appropriate individuals access pertinent content and information. You must select the Lifecycle Stages that are presently compatible with your sales process, establish well-defined criteria for each Stage, and maintain uniformity. We hope you have a fundamental understanding of how to employ them, which should provide you with a solid foundation and optimisation for your sales process. 

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