Exploring Contacts

Database in HubSpot
Why is a Contacts
Database Important?
Your goal is to be
human and helpful.

Imagine trying to create

relationships with your prospects,
leads, and customers and not having
a place that centrally stores them or
collects information on them.

And building trust with them means

creating personalized experiences
for them at scale.
This is where your
contacts database
comes in.

Your database is the foundation

where can create these personalized
experiences for your contacts in a
scalable way for your business.

While you need a place that centrally

stores and collects information on
your contacts, you also want to tie
that information with the campaigns
you’re investing in.
Let’s take a minute to do a brief
exercise together.

Think about the relationships you’re creating with

your prospects, leads, and customers.
Next, answer the following questions for you
and your business:

• Where do you store your contacts' information?

• Do you have an organizational structure for your contacts?
• How do you use your database?
• What role does your database play in your organization and
process for your business?
How do you get
started?

Managing your contacts

database means creating a
process of organization that you
and your business will continue
using to create relationships.
What is a contact management strategy?
A strategy that uses a software like HubSpot Marketing Hub to source,
store, and manage a contact’s information.
What is the HubSpot
CRM?

The HubSpot CRM is the management

system that stores all the information you
have on the humans you’re connecting
and building trust with.

Using this tool with a contact

management process will help you
create the personalized relationships
your business is striving for.
Within the HubSpot CRM, focus on these
three features:

• Contact records
• Contact properties
• Lists
How does your contacts
database fit into your
inbound strategy?

Having all this information at

your fingertips with the help of
contact records, properties,
and segmentation, you’ll be
able to use your contacts
database to manage and
organize information about
your business’ contacts.
This means you can interact with your audience
and customers in a way that feels personal and
human, taking into consideration their likes,
preferences, and interests.
How Do You Use Your
Contacts Database?
Two important steps when using your
contacts database:
• Keep it clean and organized at all times
• Customize the information you’re collecting to give you
personalized insights for your business
Always keep a clean and
organized database.

Your contacts database naturally

decays every year. To cater
successfully to the needs and interests
of your prospects, leads, and
customers, you need to have the right
contacts in your database to begin
with.
When should you
clean your contacts
database?

HubSpot recommends evaluating

the contacts in your database
every quarter. Ask yourself and
your team the important questions:

1. When are your contacts

considered unengaged?
2. When should you remove them?
Customize your
database.

This is where you’ll create custom

contact, company, deal, ticket and
product properties to get the insight
you and your business are looking for.
Where do you start?

Gather lead intelligence and

save key information about
your contacts.
Your database helps
make your interactions
with leads and
customers human.

You are creating a database

that will help you be human,
helpful, and holistic in
everything you do in your
inbound strategy.