In this video, you'll learn about the importance of helping your reps prioritize their leads.
Hey, it’s Kyle from HubSpot Academy. If you’ve had a chance to poke around HubSpot CRM much, you may have noticed that there are different views you can select whenever you’re looking at contacts, companies, or deals. These allow sales reps to see things like the people they haven’t contacted yet, or the deals they’ve created this month. But did you know that you can also create custom views?
You might be wondering, “Why would I want to do that?”
Think about it this way: When your reps come in on Monday morning, what do they do? Are they focusing on their most valuable leads, or are they reaching out at random to everybody?
When I got out of college, my first job was on a sales team, and I had a list of about 100 contacts that I just dialed through every single day. I would go straight down the list without any thought as to who I was calling or when. On any given day, I would get very few people on the phone, and I made a lot more enemies than customers. There aren’t many sales approaches that are less effective than that.
But think about the way your team reaches out to people, and ask yourself honestly--is it much better? How do your reps know what action they should take with each of their contacts? How can they tell if today is a good day to take that action?
And here’s another thing to consider: are there specific actions you want your reps taking on a regular basis? Maybe you want them to follow up with people on a specific cadence, or maybe you want them to qualify people within a certain timeframe. How do you hold them accountable and make sure they’re actually doing those things? And how do they know who they should be taking those actions with?Custom views help with all of these problems. They act as to-do lists for your reps and give you the ability to guide the way your team reaches out to people. This way, you can make sure your whole team is executing a unified sales strategy, and that will ultimately turn into better results for your team as a whole.
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In this video, you'll learn how to create custom views that help your team take the right action with the right people at the right time.
Hey, it’s Kyle from HubSpot Academy. Let’s talk about how to create custom views for your team. To ensure that you aren’t just creating random views that won’t help anybody, here are three traits that every successful custom view should have: it should identify a particular type of person, take the buyer’s context into account, and give your reps a specific action to take. Let’s go through these one at a time.
First, a successful custom view identifies a particular kind of person.
You want to make sure that your reps are focusing on the right kinds of people--meaning the people who are most likely to become customers. So ask yourself, what are the key indicators that make someone a good fit for your offering?
Think about your best customers, the ones that are shining examples of what you wish every customer could be. What do they all have in common? Do they tend to have a certain job title? Do they live in a certain geographic location or work within a certain industry? Maybe they have something else in common that’s unique to your offering. Or are there certain traits that they never have--little red flags that might signal you shouldn’t sell to someone?
As you think about these questions, look for properties in the CRM that you can use to judge whether a person meets these qualifications. Some standard properties that might help with this are Job Title, Industry, and anything relating to the person’s location. If you don’t see what you’re looking for, remember that you can always create custom properties to hold the information you need.
Next, a successful custom view takes the buyer’s context into account. Just because a person is a good fit for your offering doesn’t mean they’re interested in talking to a sales rep right now. And that’s okay. But if your reps go charging in and try to sell to people who aren’t interested, they’re just going to turn people off and hurt your brand. So your custom views need to take context into account.
The CRM has properties that can help with this as well. For example, Recent Sales Email Opened Date automatically populates with the last time the contact opened a tracked email from one of your reps. This indicates that there’s a warm body on the other side of that email address, but it doesn’t say much about how interested they are in your offering.
The next level up is Recent Sales Email Clicked Date, which automatically updates with the last time the contact clicked a tracked link in an email from one of your reps. If people are clicking your links, that means they’re curious about the content you’re sending them. That’s a pretty good indicator of interest.
But the highest level is Recent Sales Email Replied Date, which automatically populates with the last time the contact replied to a tracked email from one of your reps. A person who is replying to your emails is actually engaging with you, and engagement is the best level of interest. Using these three properties, you can hone your list of good-fit contacts down to just the most interested ones. Imagine how powerful that would be for your reps.
Another property that can help you judge a contact’s context is Lead Status. This property gives your reps the ability to keep track of how a lead is progressing. It comes with five default options: New, Open, In Progress, Open Deal, and Unqualified.
That’s nice, but these options are customizable, and it’s when you tailor Lead Status to the needs of your team that it becomes really noteworthy. Here are three lead statuses that many sales teams have found useful:
These are just three examples of lead statuses you might want to create. Be sure to customize Lead Status so that the options are meaningful to your team and relevant to your process.
The final trait that every successful custom view has is that it gives your reps a specific action to take.
A list of names is nice, but your reps will be far more successful if their custom views function as a playbook that gives them a clear course of action.
And again, there are properties inside HubSpot CRM that will help with this. Last Contacted is a property that automatically populates with the date a contact most recently had a meeting or was emailed or called. You can combine this property with a lead status such as “Waiting for Response” to create a follow-up list. Or you can add it to other views to make sure your reps don’t contact people too frequently.
Next Activity Date is a property that only populates if the contact has a meeting or task scheduled for the future. Otherwise, it’s blank. If you go with the idea of creating a follow-up list, you can use Next Activity Date to prevent your reps from following up with people who already have next steps planned.
To recap, a successful custom view identifies a particular kind of person, takes the buyer’s context into account, and gives your reps a specific action to take. Now let’s talk about how you might actually go about creating such a view.
Start by thinking about some action you want your reps to take on a regular basis. The action can really be anything, but since we’ve been using following up as an example, we’ll stick with that for now. So think about who you want your reps to follow up with--what kind of person and what that person’s context is. Once you have that information in mind, you can create an action statement that will convert into a custom view pretty nicely.
Take a look at this template. “I want my reps to [take some action].” Well, that will be “follow up.” So the statement becomes “I want my reps to follow up with”--who? Let’s say your best customers are vice presidents. In that case, the statement becomes “I want my reps to follow up with VPs who”--what? What’s the relevant context here? Maybe it’s VPs who haven’t been contacted in the past week. So your action statement is “I want my reps to follow up with VPs who haven’t been contacted in the past week.” That’s a solid action statement.
Now let’s look at how you might go about turning this into a custom view.
First, the action. “I want my reps to follow up.” This is the missing piece of the puzzle that your reps have to fill in, so make this the name of the view. That way, when your reps open that view, they’ll know exactly what it is they’re supposed to do with the list of people inside of it. So if you were creating this view, you might call it something like “Follow up” or “My follow ups”--whatever makes the most sense to your team.
Now for the second part--your reps are following up with VPs. What property can you use to identify VPs? Job title. So in your custom view, you’re going to add a filter for Job Title.
And how about that last bit--VPs who “haven’t been contacted in the past week.” What property will you use for that? Last Contacted. You can set this property to be “Last Week,” and your reps will be off and running.
That’s an excellent start for a custom view. If your team is actively using Lead Status, you can add that in to get even more specific. And you can add filters for any other properties that are relevant as well.
Once you’ve created a custom view that matches your action statement, there are two finishing touches you’ll want to add: first, add a filter for HubSpot Owner and set it to “Me.” This will ensure that anyone using the view will only see the contacts that are assigned to them. Second, adjust your view’s columns. You can add, remove, and rearrange the columns however you want, and then they’ll be saved as part of the view. The columns control what information is visible in the view, so make sure your reps can see the information needed for taking action.And there you have it--a custom view that will help your reps take the right action with the right person at the right time. Here’s one last tip to help you get started on the right foot: if there’s a particular action that you want your reps to take at the beginning of each day, have them set that view as their default view. That way, whenever they look at their contacts, that view will be the first thing they see. Then they’ll know exactly how to start their day.
A more in-depth look at how to customize the Lead Status property to match your sales process.
This workbook will help you brainstorm ideas for action statements to use with your team.
See how Bob uses a custom view to help his team prioritize their leads.
Let’s take a look at how you can use custom views to help your reps focus their efforts on the right people. We’ll use the fictional example of Bob, a sales rep who works at a landscaping company called Groundskeeper, Inc. He sells landscaping services to small property management companies.
Bob just got promoted to sales manager, and wants to make sure his team isn’t spending their time reaching out to people who aren’t interested. He’s created an email template they can send to unresponsive leads to let them know that they aren’t going to reach out anymore. He calls it The Breakup Email, and he wants to create a custom view that will show his reps the leads they should send this template to.
Bob starts by creating this power statement: “I want my reps to send a breakup email to director-level and higher leads who have been attempted more than 3 times and have opened at least 1 email but haven’t replied to any emails.”
In order to limit the view to director-level and higher leads, Bob adds a filter for Job Title and sets it to “director OR vp OR president OR owner.”
In order to limit the view to contacts who have been attempted more than 3 times, Bob uses a standard property called Number of Times Contacted. This property automatically updates with the number of times a contact has been called, emailed, or met with. He adds a filter for Number of Times Contacted and sets it to “is greater than 3.”
In order to identify contacts who have opened at least 1 email, Bob adds a filter for Recent Sales Email Opened Date and set it to “Is Known.” This limits the view to people who have opened a tracked email at any point.
In order to identify contacts who haven’t replied to any emails, Bob adds a filter for Recent Sales Email Replied Date and sets it to “Is Unknown.” This limits the view to people who have never replied to a sales email.
Bob’s list of contacts now contains only the people he wants his reps to send the breakup email to. He adds a filter for HubSpot Owner and sets it to “Me” so that the reps will only see the leads they have been assigned. He also adjusts the columns so that the view just shows names and emails, to make it as easy as possible for his reps to send the template to these contacts.
Finally, Bob saves the view as “Send breakup email” and shares it with his team. His reps now have an actionable view they can each work through on a regular basis.You’re gonna be a great manager, Bob.
A brief demonstration of creating a custom view in HubSpot CRM. Also includes information about requiring properties when adding a new contact.
Custom views in HubSpot CRM can help you focus on the records that matter most. This video will show you how to create a custom view of contacts, but the same process works for companies and deals as well. To create a custom view, start by adding filters to the left side of the screen. To do this, click the “Add filter” button, select the property you’re interested in, and set the values you want to find matches for. You can add as many filters as you want, but be sure to focus on the information that matters most. In order for this view to be as effective as possible, it should include at least one filter that identifies a particular kind of person, such as Job Title, and at least one filter that takes the buyer’s context into account, such as Number of Times Contacted. You should also include a filter for HubSpot Owner so that people looking at this view only see the contacts assigned to them.
Once you have your filters in place, adjust the columns. You can add, remove, and rearrange the columns so that only the most important information is showing. When everything looks the way you want it to, save the view and give it a name that describes the action that should be taken with the people listed in the view. If this is a view for your team to use, be sure to share it with them.
If there’s a particular property that’s especially important to one of your views, you can require that property to be filled anytime a new contact is created. To do this, go to the Settings page. Go into the Properties Your Team Sees When Creating Contacts and make sure all of the basic information you want collected is added. You can then check the box next to each property you want to require. This way, your team will only be able to create contacts if they include this information.And now you know the basics of creating lead views for your team.