Below is a guide for building HubSpot Lists for UserGems to track your key contacts and companies. Some of these lists (Closed Won Deal Contacts / Open Deal Contacts) are straightforward, while others (Users / Prospects) will vary based on your HubSpot setup. Your dedicated Customer Success team is available to discuss the best way to capture this data, but we’ve included some relevant suggestions to get you started. 

Please also keep in mind this is only a list of our recommended relationships to track - we can track any cohort of users/contacts that would be meaningful to you. 

When UserGems identifies a job change and surfaces a new contact in your HubSpot, any duplicates across multiple lists will be prioritized based on the tracking list hierarchy. For example, if John Doe was on both your Closed Won Deal Contact list and User list, we will surface the past relationship type as being Closed Won Deal Contact as this data point is more relevant.

Contact Lists

• We simply require the contact’s record ID within the list

‍1. Closed Won Deal Contacts

• Definition: A contact on a closed won deal‍
• Reason to track: Past buyers are 3x more likely to buy again
• ‍List Type: Contact-based 
• List filters: ‍
• Contact is associated to: “Any Deal”some text
  • And associated deal has all of: “Is Closed Won is equal to True‍”

2. Champion

• Definition: At UserGems we typically think of a “champion” as someone who was a stakeholder, a highly active user (Admin/power user), or an NPS promoter of your product.‍
• Reason to track: These are folks who should be very familiar with your company as a customer which should result in higher intent and faster deal cycles.‍
• List Type: Contact-based 
• List filters: Do you have any properties in HubSpot that capture any of these user types? 
  • Ex. User Role = Admin, Power User, NPS Promoter

3. User

• Definition: We define “user” as anyone who uses or has used your product. ‍
• Reason to track: Users know your product best. Whether or not their new role is above the line in terms of decision making ability, they can be highly valuable in getting a conversation started at a target company‍
• List Type: Contact-based 
• List filters: Do you have Users identified in HubSpot? If not: consider using CSVs or connecting to an external database. 
  • Ex. Last login = Not empty

4. Customer Contacts

• Definition: When we talk about “customer contacts “at UserGems we specifically mean contacts associated with customer companies that also have a relevant title based on your buyer persona. ‍
• Reason to track: Oftentimes key stakeholders aren’t actually marked accordingly (ex: not added as an opp contact or labeled as primary contact) and therefore could easily be missed in other tracking groups. Tracking persona matching customer contacts casts a wider net to make sure anyone with a relevant title that works at a customer company and changes jobs is captured. ‍
• List Type: Contact-based
• List filters: Filter based on buyer or influencer type personas and associated Company type
  • Suggestion: filter out contacts by if last activity date = blank

‍5. Open Deal Contacts

• Definition: A contact on an open deal‍
• Reason to track: If key stakeholders change jobs while a deal is open it is imperative to have their updated information so you can continue the conversation with them at their new job and not lose momentum. ‍
• List Type: Contact-based 
• List filters:‍
• Contact is associated to: “Any Deal”some text
  • And associated deal has all of: “Is Deal Closed? Is equal to False”
• Add a filter so we are only looking at non-customer companies

6. Closed Lost Deal Contacts

• Definition: A contact on a closed lost deal‍
• Reason to track: Deals are lost for a variety of reasons and many of them are outside the control of key stakeholders. It’s important to know if contacts on closed lost deals change jobs because they could still be a champion for your business, and with different circumstances at a new organization a closed-won outcome is entirely possible. ‍
• List Type: Contact-based
• List filters:‍
• Contact is associated to: “Any Deal”some text
  • And associated deal has all of: “Deal stage is any of Closed Lost” ‍

• Add a filter so we are only looking at non-customer companies

Account Lists

• We simply require the company’s record ID within the list

1. Competitor

• Definition: We define competitors as anyone currently using your competitors' technology that you would want to target. If you do track these competitor companies in your Salesforce, UserGems can flag when someone changes jobs and lands at one of these companies.‍
• Reason to track: If you track competitor companies in Salesforce, UserGems can flag when someone changes jobs and lands at one of these companies. Being aware of this allows you to reach out quickly and potentially gain valuable insight about a competitor. ‍
• List Type: Company-based
• List filters:‍
• However you identify a competitor company

‍2. Customer

• Definition: A list of your current customer companies‍
• Reason to track: Knowing if a job changer lands at one of your current customer companies will impact the way you contact them (i.e. a CSM might handle the outreach instead of a Sales team member). This could potentially also help with renewal and upsell opportunities. ‍
• List Type: Company-based
• List filters: 
• However you identify a customer company.

3. Open Opp

• Definition: A list of your companies associated with open deals‍
• Reason to track: Knowing that a job changer landed at one of your companies with an open opportunity might positively impact the deal conversion rate if another champion or influencer is on board. 
• ‍List Type: Company-based
• List filters: 
• Number of open deals is greater than 0
• Add a filter so we are only looking at non-customer companies

‍4. Target/ICP

• Definition: A list of companies that fits within your ideal customer profile type. This is likely based on employee size, industry, location, or some combination. This list might also come from an ABM program or a general list of high priority prospect companies. ‍
• Reason to track: Since target/ICP companies are a list of your top priority companies, it’s imperative to know if someone with a previous relationship to your company changes jobs and lands at one of these companies. ‍
• List Type: Company-based
• List filters:‍
• However you identify target companies
• Add a filter so we are only looking at non-customer companies

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