For every business, making and growing connections is super important. It's not just about collecting names and emails; it's about building relationships that turn people into loyal customers. These connections are the “Marketing Contacts” for your business. 

Think of marketing contacts as the VIPs of your business network. Each contact is a potential collaborator or customer waiting to be engaged.

From that first enticing email to the ongoing conversation on social media, every interaction is an opportunity to showcase your brand's personality and value.

Let's get into the depth of Marketing Contacts and understand how you can utilize marketing contacts in Hubspot.

What are Marketing Contacts?

Marketing contacts are people or businesses a company interacts with for marketing purposes. Building good relationships with these contacts is important to grow marketing and the business.

In HubSpot CRM, there's a “Contact tier.” This means you can decide the number of contacts you want to engage with using HubSpot.

These engaged contacts in your account are the ones you'll be marketing to and are referred to as Marketing Contacts.

You can choose Marketing Contacts from your HubSpot platform and send them emails or other marketing materials to turn them into potential customers. The number of marketing contacts affects how much you pay for your HubSpot subscription.

On the flip side, there are non-marketing contacts. They're not part of the contact tier list, and HubSpot doesn't charge you anything extra for them.

Before we get into how to make the most of these contacts, let's first understand why they're beneficial.

Advantages of Marketing Contacts

The best thing about HubSpot Marketing contacts is that you can control your marketing expenses. HubSpot introduced marketing contacts to let you pay only for the contacts you want to send marketing emails or show ads.

Non-marketing contacts don't come with any charges.

Now, let's explore the benefits of Marketing Contacts:

1. Cut Unnecessary Costs 

Marketing Contacts help you save money by letting you focus your budget on specific customers. You won't have to pay for all contacts, and there are no charges for non-marketing contacts.

2. Easy Sorting of Contacts

HubSpot makes it simple to organize your contacts. You can easily filter them as marketing or non-marketing, streamlining your workflow. You can also update your marketing contacts every month.

3. Generous Contact Limits

HubSpot provides different plans with a wide range of marketing contacts. With HubSpot marketing contacts, you don't have to worry about hitting contact limits. Additionally, it gives you space for 15 million free non-marketing contacts.

Utilizing Marketing Contacts in HubSpot

Before we learn how to use Marketing Contacts, let's first check the access to Marketing Contacts.

Check access to Marketing Contacts

Marketing contacts come with all the latest Marketing Hub Accounts. However, if you've had your subscription before they introduced marketing contacts, you won't automatically have access to them.

To gain access to this new feature, contact HubSpot Support, and they'll assist you in enabling it.

Follow the steps below to check if you already have access to Marketing contacts:

  • Go to your HubSpot account, find your Account name, and click on Account and billing.
  • Look under Products & Ad-ons. If you see “Marketing Contacts” mentioned next to your Marketing Hub subscription, awesome! You've got it.

If not, then, well, it might not be part of your subscription. Easy, right?

Now that you've access to marketing contacts let's learn how to utilize these contacts to minimize marketing costs and optimize marketing efforts

Set Contacts as Marketing

HubSpot allows you to set the contacts as marketing and non-marketing. Here are the 6 ways to set your contacts as Marketing: 

1. For new contacts: Set them as marketing contacts

HubSpot offers a variety of marketing tools to create contacts. For some of the tools, the contacts are set as non-marketing by default. However, a few tools allow you to customize the default marketing contact status. 

Look at the two lists of tools below – One where the contacts are automatically set as marketing and another where you can customize the marketing status.

Contacts created using the following tools are set as Non-Marketing Contact by default: 

  • Multiple object import
  • By logging one-to-one emails
  • Document opens
  • HubSpot mobile app
  • Meetings tool using meetings link
  • Chrome, Outlook and Office365

Contacts created with the following tools are customizable:

  • Chatflows
  • HubSpot Forms
  • Non-HubSpot Forms
  • Single Object Contact Import 
  • Integration or API

2. Manually set the marketing contact

Follow the simple steps to create the individual contact manually and set it as Marketing Contact:

  • Open your HubSpot account and go to “Contacts
  • Click on “Create Contact” in the top right corner
  • On the right side, find the contact's properties
  • Check the box “Set this contact as a marketing contact
  • Finally, click “Create

Now you've manually created a contact and marked it as a Marketing.

3. Import new contacts and set them as Marketing 

HubSpot allows you to create new contacts via import. The status of imported contacts is by default set to non-marketing, but you can update the status to marketing.

There are two ways to import contacts: Single file import and Import through multiple files.

HubSpot allows you to set all the contacts as marketing only if they are imported through single file import. 

Follow the steps mentioned below to set the status of imported contacts:

  • Create an import file for all the contacts which need to be marked as marketing contacts
  • Import the file, and once you reach “A Few Final Details” window, click the checkbox “Set these contacts as marketing contacts“.
  • Write the number of contacts in the dialog box and then click Import

These imported contacts have their status updated as Marketing Contacts.

4. Set existing contacts as Marketing Contact

HubSpot allows you to manually set existing contacts as Marketing. Follow these simple steps to update the contact status manually:

  • Go to Contacts > Contacts in your HubSpot account.
  • Select all contacts for which you want to set the status as Marketing Contacts.
  • You can manually select the contacts or apply filters. 
  • In the search bar row, you will find a more button. From this dropdown menu, click “Set as marketing contacts“.
  • A dialogue box will appear, which prompts you to add the number of contacts. Enter the number of selected contacts and click Set Contacts

This way, you can manually set the existing contacts as Marketing Contacts. 

5. Use forms to set contacts as Marketing (automatically)

With HubSpot Forms, you can capture user information and use it in various HubSpot CRM assets.

By default, the contacts who fill and submit the forms, including non-marketing contacts, are set as Marketing. But the good news is you can update the default settings for individual forms. 

6. Use workflows to set the contacts as Marketing automatically 

HubSpot Workflow helps automate your sales, marketing, and service processes for efficient teamwork.

If you have access to a Professional or Enterprise subscription to HubSpot, you can use these Workflows to set contacts as Marketing. 

Follow these easy steps to set your contacts' status as Marketing (using Workflows):

  • Navigate to Automation > Workflows
  • Hover over the workflow and click Edit
  • You can see the Workflow editor. Now, click the + plus icon
  • Go through the right panel and click Set marketing contact status
  • Next, from the Value dropdown menu, click Set as Marketing

Thus, these are a few methods by which you can Set/Update the status of your contacts and lower the marketing cost on your bill. 

Set Contacts as Non-Marketing

In your HubSpot account, you may have contacts that you don't want to send marketing emails to or spend marketing efforts on. With HubSpot, you can set these contacts as non-marketing and don't have to pay for them. 

1. Set Default Status for New Contacts

Some contacts are created using HubSpot tools and have non-marketing status set by default.

A few of these tools allow you to customize the default settings for new contacts. You can check the list of these tools above.

2. Update the status of Existing Contacts

You can set the existing contacts as non-marketing from the Usage & Limits page or Contacts Index by following the process mentioned below: 

Steps to set the non-marketing contacts using the Usage & Limits page
  • In the top right corner of your account, click on the Account Name > Account & Billing 
  • Now click on Usage & Limits and then Manage marketing contacts 
  • Click Start
  • You'll notice that all the bounced or unsubscribed contacts are automatically selected.
  • It is recommended to set these contacts as non-marketing. To do so, click Next, or you can Skip this step.
  • Now, you're on the Filters & Lists screen. Use filters to select the contacts and set them as non-marketing contacts.
  • You can move to the Next step once you've applied the filter and selected the non-marketing contacts.
  • You've entered the Review & Update stage. With this step, check the number of marketing and non-marketing contacts and click Update Contacts in the bottom right.
Steps to set the non-marketing contacts using the contacts index page:
  • Go to Contacts > Contacts in your HubSpot account.
  • Select all contacts for which you want to set the status as Non-Marketing Contacts.
  • You can manually select the contacts or apply filters. 
  • In the search bar row, you will find a more button. From this dropdown menu, click ‘Set as non-marketing contacts‘.
  • A dialogue box will appear, which prompts you to click Set as Non-Marketing. Click on it, and your contact status will be updated. 

We suggest regularly maintaining and updating your contacts in the contact tier. This helps in efficiently managing your contact tier billing.

Keeping your marketing contacts updated lets you focus on potential customers and avoid extra costs.

Please Note:  Contacts marked as marketing or non-marketing on your update date will stay that way until the next update date.

How to manage your Marketing Contacts?

With HubSpot, you can efficiently organize and monitor your marketing contacts. Follow these simple steps: manage lists, set up workflows, and review reports.

Check & Update Lists

  • Use active lists in HubSpot to organize your marketing contacts.
  • Keep track in three ways:
    1. List of Marketing Contacts for the current and upcoming month.
    2. List of Marketing Contacts until the next month.
    3. List of Non-Marketing Contacts this month.

Create Workflows:

After organizing lists, create workflows to designate some current marketing contacts as non-marketing contacts in the next update.

Analyze Reports:

  • Generate contact reports in HubSpot to monitor expenses.
  • Review the number of marketing contacts for the current and next month, along with non-marketing contacts.

Use these insights to plan your marketing strategy for the next month and manage your expenses effectively.

Do Marketing and Non-Marketing Contacts impact your cost?

By strategically setting marketing and non-marketing contacts, businesses may observe reduced expenses related to HubSpot marketing. Contacts set as marketing will count on the contact tier, while those set as non-marketing will not impact your cost. 

Now, it's your opportunity to manage your contacts and determine which ones are worth investing your marketing efforts in, whether through emails or targeted ads.

If you've already taken this step, share in the comments how these contacts have influenced your marketing costs.

In case you need assistance with HubSpot marketing, feel free to Contact us!

Frequently Asked Questions

Marketing contacts in HubSpot are individuals who have shown interest in your business, such as leads or potential customers.

These contacts are individuals or businesses with whom you plan to communicate, engage, and market your products or services.

They might be subscribers to your newsletters, attendees of your webinars, or individuals who have interacted with your content.

In HubSpot marketing, “contacts” refer to individuals or companies that you engage with as part of your marketing activities.

HubSpot is a Customer Relationship Management (CRM) platform that allows you to organize, track, and manage your interactions with leads, prospects, and customers. 

HubSpot allows you to set the unsubscribed contacts as non-marketing contacts, and these non-marketing contacts does not count on your contact tier. HubSpot users do not have to pay for non-marketing contacts.

You can only send transactional emails to the non-marketing contacts in HubSpot. These emails provide essential information related to the user's interaction with your platform or website. HubSpot allows businesses to create and manage transactional emails to enhance communication and user experience.