HubSpot Lifecycle Stages
Below is an explanation of the different steps in the HubSpot lifecycle stages. You can download our lifecycle stages worksheet.
We use this sheet with many of our clients to help them map out and understand each stage of their customer journey.
Understanding and managing customer lifecycle stages is the foundation of a strong sales and marketing system.
Having this clearly documented is crucial before you implement HubSpot or refine your processes. Lifecycle stages serve as a cornerstone for your CRM, ensuring that everyone on your team understands where each contact stands in the funnel and what actions to take next.
Now, let's get into the Lifecycle stages
Each stage helps you know where a contact is in their journey, what actions to take, and how to move them closer to becoming (and staying) a customer.
Stage 1: Subscriber
Definition: A general contact who engages with your organisation but doesn’t yet fit the profile of a potential buyer.
Typical triggers: Newsletter sign-ups, blog subscriptions, and content downloads.
What we do: Keep in touch with light updates and helpful resources.
Stage 2: Lead
Definition: A contact who shows interest and fits your target profile.
Typical triggers: Filling in a lead form, joining a webinar, downloading gated content.
What we do: Nurture with relevant information and prepare them for deeper engagement.
Stage 3: Marketing Qualified Lead (MQL)
Definition: A lead that has shown strong buying intent through actions or engagement.
Typical triggers: Demo request, assessment form, high engagement with website or content.
What we do: Pass to sales for further qualification.
Stage 4: Sales Qualified Lead (SQL)
Definition: A lead accepted by sales as ready for a direct conversation.
Typical triggers: Sales meeting request, accepted MQL, personal meeting links.
What we do: Engage directly, open an opportunity, and begin the sales process.
Stage 5: Opportunity
Definition: A qualified lead with an active deal in the pipeline.
Typical triggers: Deal creation with confirmed budget, need, and timeline.
What we do: Manage through sales pipeline stages, provide proposals, and negotiate terms.
Stage 6: Customer
Definition: A closed-won deal – now an active customer.
Typical triggers: Contract signed, purchase complete.
What we do: Onboard, deliver services, and track success.
Stage 7: Evangelist
Definition: A delighted customer who actively promotes your company by referring others and advocating for your brand.
Typical triggers: Referrals, testimonials, case studies, social media mentions.
What we do: Encourage advocacy with referral programs, feature their stories, and reward loyalty.