Building Lists with Filters in HubSpot

Organising your contacts and companies in HubSpot is easy with lists.

 You can create lists based on common traits to help achieve your business goals, using up to 250 filters per list.

Filter Types

Depending on your HubSpot subscription, you can use the following filters:

• Properties: Properties of an object (eg contact properties) and properties of associated objects
• Activities: Calls, meeting, notes, emails, form submissions, and marketing emails
• Membership: List memberships and import memberships
• Advanced Filters: Payment properties, custom object properties, product properties, and more (availability depends on your subscription)

Choosing and Combining Criteria

1. Select Filters: Choose a filter category (e.g., Contact properties) and define your criteria (e.g., Lifecycle stage).
2. Use AND/OR Logic:
   • AND Logic: Use to ensure all criteria are met.
   • OR Logic: Use to include records that meet at least one criterion.

Example:

To create a list of new leads:

• Group 1: Contacts who became leads recently and have a known email address.
• Group 2: Contacts who filled out a specific form.

In this example above, the list will include contacts from either group in your list - ie they should meet all of the criteria in either of the two groups.

Logical/Boolean Operators in List Filters:

When creating contact or company lists in HubSpot, filters help refine your lists based on specific criteria. HubSpot’s list filtering system uses various logical Boolean operators to help you define these criteria. Below is a guide to understanding some of the most commonly used operators:

is known

• Description: This filter checks whether a particular field contains any value.
• Example: If you apply the filter "Email is known," it will pull all contacts that have an email address associated with them.

is unknown

• Description: This operator finds contacts or records where a specific field is empty or missing.
• Example: "Phone number is unknown" will return all contacts who have no phone number stored.
• Use Case: Helpful for identifying incomplete records or data gaps.

has ever been any of

• Description: This filter searches for any historical value that matches one or more specified values.
• Example: If you use "Lifecycle stage has ever been any of Customer," it will return any contacts who have ever been marked as a customer at any point, even if their current lifecycle stage now is different.

is equal to all of

• Description: This filter looks for records that match every single value you specify.
• Example: "Industry is equal to all of ‘Technology’ and ‘Marketing’" will return contacts whose industry field includes both "Technology" and "Marketing."
• Use Case: Useful when you need records that match multiple specific conditions.

is not equal to all of

• Description: This operator excludes records that match all of the specified values.
• Example: Buyer Role is not equal to all of ‘Decision Maker’ and ‘End User' will pull contacts who may have selected either "Decision Maker" and "End User" as Buyer Role.
  
  

contains all of

• Description: This filter returns results that contain all of the specified values in a multi-select field.
• Example: Buyer Role contains all of ‘Decision Maker’ and ‘End User’" will pull contacts who have selected both "Decision" and "End User" as their Buyer Role.

does not contain all of

• Description: This filter excludes contacts that have all specified values in a multi-select field. It will return results where contacts do not contain every value listed, meaning they may have only one or none of the selected options.
• Example: Buyer Role does not contain all of ‘Decision Maker’ and ‘End User’ will find contacts who are interested in one or none of these topics but not both.

is any of

• Description: Finds records that match any one of the specified values.
• Example: "Job title is any of ‘Manager,’ ‘Director,’ ‘Executive’" will return contacts whose job titles are any of these values.
• Use Case: Useful for broad segmentation where you want to include a variety of similar values.

is none of

• Description: Excludes records that match any of the specified values.
• Example: "Country is none of ‘USA,’ ‘Canada,’ ‘UK’" will exclude contacts from any of these three countries.

is equal to

• Description: This operator matches records where the field is exactly equal to the value(s) specified.
• Example: "Company size is equal to 50" will return companies with exactly 50 employees.

is not equal to

• Description: Filters out records that are exactly equal to the specified value.
• Example: "Lead status is not equal to ‘New’" will exclude leads marked as new.

contains any of

• Description: Returns records that contain one or more of the specified values in a field (typically used with multi-select fields).
• Example: "Product interest contains any of ‘CRM,’ ‘Email’" will return contacts who are interested in either CRM or Email.

does not contain any of

• Description: Excludes records that contain any of the specified values in a multi-select field.
• Example: "Product interest does not contain any of ‘CRM,’ ‘Email’" will return contacts who are not interested in CRM or Email.

Setting Criteria

When setting criteria for your lists, you can filter by:

• Specific values (e.g., Lifecycle stage equals "Subscriber")
• Date ranges (e.g., last updated in the past 30 days)
• Membership status (e.g., is a member of a specific list)

By using these filters and criteria effectively, you can create targeted lists to improve your marketing efforts and achieve your business objectives.