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Your Go-to Guide To Hubspot's Epic List Filters (Part 1)

By Beth HendersonComments

Your Go-to Guide To Hubspot's Epic List Filters (Part 1)

Segmented contact lists are the foundation of any successful inbound marketing campaign. They let you in on the traits, activities and behaviours of your contacts, so you can plan and tailor your nurturing campaigns to appeal to them.

Sure, there’s more to inbound marketing than creating some nifty lists and wiping your hands clean. You have to create the content, share the content, create email marketing campaigns, set up workflows - the list goes on...

My point is, there’s a load of crucial elements that should be feeding into your inbound campaign, but segmenting your database into lists is a great starting point.

Getting started

If you want to refresh your memory on the type of contact lists you can create in HubSpot, and the ‘AND’ and ‘OR’ logic you can use to build lists, check out my last post How To Get Started With HubSpot Lists.  

If you’re ready to learn about the 9 different list filters in HubSpot, sit tight and read on…

After you’ve named your list and selected Smart / Static, you’re ready to set up the unique criteria using these 9 filters:

  1. Contact property
  2. Company property
  3. Deal property
  4. List membership
  5. Form submission
  6. Email
  7. Page view
  8. Workflow status
  9. Call-to-Action

In this post, I cover filters 1-4. Just give the property a click to jump to it.

List Filter 1: Contact Property

In the various stages of setting up your HubSpot account, or launching content campaigns, you will have created a number of contact properties. These range from the standard HubSpot ‘contact properties’ like First Name, Email and Lifecycle Stage, to properties you may have made yourself like Agreed to Privacy Policy, Decision Stage Offer, Became Customer Date.

You often use Contact Properties to build smart forms and workflows. For example: 

If a contact fills out this form to download a Consideration stage piece of content, their lifecycle stage should be changed to Marketing Qualified Lead. Or, you can ensure all MQLs see Decision stage CTAs as a default on your blogs.

If you’ve been doing this whole inbound marketing thing right, then I’m guessing you have effin’ loads of information on your contacts. And it’s possible to create lists based on any of these properties.

Select Contact Property → Select Specific Property  Select Filter  Filter.


The available filters will all come down to the property you choose, but they are pretty self explanatory.

Here’s some of the key lists you’ll probably make, just using ‘Contact Property’ (because you can, of course, get more intelligent with a cocktail of list filters… but more on that later):

  • All Subscribers
  • All Marketing Captured Leads
  • All Marketing Qualified Leads
  • All Sales Qualified Leads
  • All Customers
  • All Contacts
  • Contacts in {Country}
  • Contacts owned by {HubSpot Owner}
  • Contacts who identify as {Persona}

List Filter 2: Company Property

Company properties work very similar to contact properties, but are about the company as a whole rather than the individual contact themself. Think Website URL, Total Revenue, Annual Revenue, Industry and Parent Company.

The standard Name, Lifecycle Stage and Phone Number are also existing company properties.  

Most of the time, HubSpot collects and applies this information using internal and third-party data. If you add a company into HubSpot, using a domain name, for example, HubSpot will automatically add any additional information it has to the record.

Company properties are particularly useful when you want to apply specific information to all contacts who are a part of that business. For example:

Three contacts from the same company download your Awareness Stage piece of content. The form to this content only asks for first name, last name, business email address, and company.

One of these three contacts goes on to downloading the Consideration Stage piece of content, and fills in all the deets when it comes to the company, as the form asks for company size and industry.

You can then apply this information to the company, as well as other contacts whose email addresses associate with that company’s website.

Select Company Property → Select Specific Property → Select Filter → Filter.


If you want to improve data consistency and assist with sales, it’ll make sense to get your head around passing information between your contacts and companies. Here’s a nifty little how-to from HubSpot, but essentially it comes down to 6 steps:

  1. Create a new workflow / edit an existing workflow.
  2. Select a starting condition for your enrollment criteria, as standard.
  3. Add your first action. This should be ‘copy contact property value’.
  4. Select a ‘source contact property’, like industry.
  5. Select company property as the ‘target property type’.
  6. Select your ‘target company property’, this will be industry in this case.  

List Filter 3: Deal Property

Deal properties are all to do with the revenue you may be pulling in from your HubSpot CRM.  

HubSpot says,

“Once you’ve qualified a sales lead, you’ll want to create a deal to indicate and track the revenue opportunity. By associating your deal with contacts and companies in your CRM, you can view context from all relevant records in one place.”

The most appropriate time to create a deal is when you need help qualifying your prospects or leads, using contact properties Lifecycle Stage and Lead Status. This is an effective approach if you don’t have an unwavering level of interest or revenue opportunity.

For example:

A contact requests a free demonstration from your business. When they request this, they are assigned the relevant deal property and added to a relevant list.

Select Deal Property  Select Specific Property → Select Filter  Filter.


List Filter 4: List Membership

This criteria is only really worth it when you’re using the ‘and’ or ‘or’ properties. It provides a platform for you to dig a little deeper into the activities and behaviours of contacts in specific lists, without wasting too much time or energy.

For example:

You want to see which contacts are currently MQLs (using your existing list of MQLs), and have clicked on a CTA to a Decision stage offer. You know they have not converted from that CTA as they would have moved out of your list of MQLs.


You can also exclude contacts from specific lists, if you wanted to.

Select List Membership → Select Is A Member OR Is Not A Member → Select List.


Stay tuned...

Keep your eyes peeled for part two! Make sure you subscribe down below so we can let you know when it’s live, and be sure to connect with us on Twitter to catch all of our content first.