How do you create a HubSpot lead status strategy?

Introduction

So how do you design a lead status strategy? I've got a graphic below showing a simple design used to help companies visualize an effective streamlined strategy.

I’ve seen many companies set up their lead statuses in a confusing way, mixing lead source, lead scoring, or task-driven statuses. Lead status should be action and sales conversation-driven to truly streamline your process and provide easy segmentation.

Lead status is meant to capture the sales conversation throughout the entire buyer's journey. In HubSpot, lead status is a key tool for segmenting leads and is prominently featured as a default filter, setting it apart from other properties used when filtering.

Things to consider:

Entry/Exit Criteria: Clearly define how leads enter and exit each stage.
Action-Oriented Statuses: Keep them focused and actionable.
Pro Tip: Use lead status to trigger email marketing automation. For example, a “Bad Timing” status can activate a long-term reengagement campaign.

You can also check out this HubSpot blog for more about their default settings. I also wrote a blog about aligning lifecycle stage, lead status, and conversation strategy you can read here.  Want to have a quick chat about it? Click below to schedule a free HubSpot buyer’s journey consultation with one of our RevTechs.

Lead Status Stages and Strategy

"What lead status should I use if they are moving toward customer conversion?"

New

The "New" stage is for leads that have just converted and entered your CRM. At this stage, all new leads will receive automated marketing campaigns to initiate engagement and start nurturing the relationship.

Showing Interest

In this stage, the lead has actively engaged with your marketing efforts, such as opening or clicking on emails, visiting your website, or interacting with marketing materials. This is the point where your sales team should begin prospecting.

Introduction

Leads in the "Introduction" stage have either filled out a general “Contact Us” form, converted from a “Refer A Friend” form, or shown interest significant enough for sales to reach out. This stage is about beginning the initial conversation and making the first formal contact.

Qualifying

The "Qualifying" stage is when the lead has taken a substantial step forward, such as filling out a "Get a Quote" form or showing clear buyer intent. Here, the sales team evaluates whether the lead is a good fit for your offerings.

Open Deal

At the "Open Deal" stage, the lead has scheduled an on-site meeting or requested a quote, indicating that they are seriously considering your product or service. The sales process is now actively underway.

Active Customer

When a lead converts into a paying customer, they enter the "Active Customer" stage. This stage marks the successful completion of the initial sales conversation and the beginning of the customer relationship.

Evangelist

The "Evangelist" stage is reserved for customers who have become advocates for your brand. These individuals are willing to promote your business through referrals, social media, or testimonials, helping to drive new leads and growth.

What lead status should I use if they aren't moving toward customer conversion?

No Decision

This status is for leads that have gone cold or unresponsive. It can trigger an automated marketing campaign designed to re-engage the lead.

Bad Timing

If a lead indicates that now is not the right time for a purchase, they are moved to "Bad Timing," which triggers a long-term reengagement campaign.

Inactive Customer

This category includes past customers who are not currently active but have not been disqualified as potential future buyers.

Disqualified

Leads that are deemed unfit for your product or service and will not be pursued further fall into this status.

Leveraging Lead Status for Email Marketing Automation

One of the most powerful aspects of using lead status in your CRM is the ability to trigger email marketing automation based on the actions and journey of each lead. By aligning your email marketing strategy with your lead statuses, you can ensure that every lead receives timely and relevant communication, which helps nurture them through the funnel and increases your chances of conversion.

Here are some examples of how you can use lead status to trigger automated email campaigns:

New Lead Status: Welcome and Introduction Campaign

Scenario: When a lead first converts and enters the "New" status, it’s crucial to make a strong first impression.

Automation: Trigger a welcome email sequence that introduces your brand, provides valuable resources, and outlines what the lead can expect in terms of communication. This could include:

• A "Welcome to [Your Company]" email.
• A follow-up email with a link to a blog post or eBook that is relevant to the lead’s interests.
• An invitation to schedule a call or demo with your sales team.

Showing Interest Status: Nurture and Engagement Campaign

Scenario: A lead that moves to the "Showing Interest" status has shown active engagement with your content but hasn’t yet initiated direct contact.

Automation: Send a series of nurturing emails designed to deepen their interest and encourage further action:

• An email highlighting case studies or success stories that align with the lead’s industry or pain points.
• A special offer or incentive to encourage the lead to fill out a contact form or request more information.
• A reminder email that invites the lead to a webinar or event that is relevant to their interest.

Qualifying Status: Educational and Trust-Building Campaign

Scenario: At the "Qualifying" stage, the lead has shown clear intent, such as filling out a "Get a Quote" form, and is being assessed for fit.

Automation: Trigger emails that focus on building trust and addressing any potential objections:

• A detailed email showcasing how your product or service solves specific challenges the lead might be facing.
• A comparison guide or buyer’s guide that helps the lead understand how your solution stacks up against competitors.
• A personalized video message from a sales representative addressing common questions or concerns.

Open Deal Status: Decision-Making Support Campaign

Scenario: Once a lead reaches the "Open Deal" stage, they are seriously considering your solution, and the focus should be on supporting their decision-making process.

Automation: Implement emails that reinforce the value proposition and urgency:

• An email highlighting the unique benefits of choosing your solution, possibly including testimonials or endorsements from similar clients.
• A limited-time offer or discount to encourage a swift decision.
• A follow-up email with a link to schedule a final meeting or call with the sales team to discuss any last-minute details.

Bad Timing Status: Long-Term Nurture Campaign

Scenario: If a lead is placed in the "Bad Timing" status, they’ve indicated that they’re not ready to make a purchase right now.

Automation: Initiate a long-term email nurture campaign to keep your brand top of mind until the timing is right:

• A quarterly check-in email that offers valuable industry insights or updates on your product/service.
• An email series that slowly reintroduces the lead to your value proposition over time, with content like new blog posts, webinars, or product updates.
• A “We’re Still Here for You” email that invites them to reconnect whenever they’re ready, possibly with a reminder of the benefits of your solution.

Inactive Customer Status: Re-Engagement Campaign

Scenario: An "Inactive Customer" is someone who was once a customer but is no longer active.

Automation: Create a re-engagement campaign to win back their business:

• A personalized email that acknowledges their past business and offers a special deal or discount to re-engage them.
• An invitation to a customer-exclusive event or webinar, highlighting new features or benefits they may have missed.
• A survey email asking for feedback on why they stopped using your product/service, coupled with an offer to address any concerns they may have.

Evangelist Status: Referral and Advocacy Campaign

Scenario: Once a customer reaches the "Evangelist" status, they’re ready to advocate for your brand.

Automation: Set up a campaign that encourages referrals and public endorsements:

• An email inviting them to refer friends or colleagues, with an incentive like a discount or gift card for successful referrals.
• A request for a testimonial or case study, possibly paired with a feature on your website or social media channels.
• An invitation to join a loyalty or ambassador program, rewarding them for ongoing advocacy.

By leveraging lead status in these ways, you not only keep your leads engaged throughout their journey but also ensure that your communications are highly targeted and relevant. This not only improves the efficiency of your sales process but also enhances the overall customer experience, leading to higher conversion rates and stronger customer relationships.

Closing Thoughts
"Getting a Handle on It All: Let's Talk"

By leveraging lead status in these ways, you not only keep your leads engaged throughout their journey but also ensure that your communications are highly targeted and relevant. This not only improves the efficiency of your sales process but also enhances the overall customer experience, leading to higher conversion rates and stronger customer relationships.