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Creating Stages in Snitcher with HubSpot
Creating Stages in Snitcher with HubSpot

Segment and order companies in Snitcher by HubSpot stages, statuses and owners to get the most from both platforms.

Jerre avatar
Written by Jerre
Updated over a week ago

Grouping companies by HubSpot stages in Snitcher will keep your account organised. Ensuring leads and relevant visit information is distributed to team members at the right time, leading to better conversion rates.

Helping you create a systematic approach to:

1️⃣ Finding ideal leads

2️⃣ Booking meetings

3️⃣ Reactivating lost deals

4️⃣ Closing deals

This guide will help you create a basic lead stage framework in Snitcher 👇

Why HubSpot Stages are needed in Snitcher

You might be asking yourself what lead stages are applicable to Snitcher. Isn't it just new leads and that's where the stage ends?

Or thinking HubSpot already does this, so why do I need to set Snitcher up?

Using Snitcher purely as a source of new leads, is like making use of the tip of an iceberg. Leaving valuable information in later stages of the sales process on the table.

Why though? HubSpot provides visit info on converted contacts. This works for B2C but in B2B, multiple people are involved in buying decisions, plus sales cycles are longer.

By relying on converted contacts (that haven't changed devices or cleared cookies) you are missing most of the visit information generated by a prospective company. This in turn has a negative impact on buyer understanding and sales conversion rates.

So we recommend a setup similar to the one below 👇

By organising company identifications on HubSpot stages you can feed reps and account owners specific behavioural info that will help them move prospects to the next stage of your customer lifecycle.

Here's an example 🔍

Imagine you lose a deal or a prospect went cold 6 months ago.

A Slack message (or email) lights up your Lost Deals channel. The company is on your website, you know which office visited and who to get in touch with.

The Deals on again 😎

Without stages, it's not possible to send the Lost Deal notification to the right place and team member. Put differently, lead stages allow you to cut out the noise and ensure relevant information by stage is distributed effectively.

What Stages should be used

To keep things simple and get the ball rolling from day 1, let's work with 6 stages.

1️⃣ All ICP leads

2️⃣ High Intent ICP leads

3️⃣ Qualified leads

4️⃣ Opportunities and deals

5️⃣ Lost Deals

6️⃣ Customers

As you get a feel for the information Snitcher provides and what insights will help progress leads to the next stages of your sales process, complexity (more stages) can be added.

Depending on the size of your team, you may consider also subdividing each stage by owners. For example 'Rohan's Opportunities and Deals'.

🚨 If you are planning to use Snitcher data in HubSpot to power dynamic lists and workflows, check out the guide.

All ICP leads

If you need to familiarise yourself with creating segments, please check out the guide.

So what's the purpose of the new ICP lead stage? This is the bucket of all the companies visiting your website that match your Ideal Customer Profile filters. Think of it like the top of your funnel filled only with good fit leads.

To set up 'New ICP leads' simply create the set of filters that include all of the types of companies you want to target. This is typically done using a mixture of Industry, Size and Location like the example 👇

🚨 Note the OR filter in the location. In this example we want companies matching any of the industry and size filters in which the company OR visitor is from a target location.

Take a moment to consider if target customers are headquartered (company location) in target countries or if it's a representative / office in the correct location

💡 Aside from sales use cases, you may want to retarget this Segment of leads.

High Intent ICP leads

Next up, it's time to add behaviour into the mix so you can refine All ICP leads into a stage filled with highly engaged leads (High Intent).

This will be the primary stage your sales teams uses to find new leads and should be closely monitored. We like to send new leads through to a Slack channel 'High Intent ICP'. Check out the options to stay notified on High Intent ICP leads.

Play around with the behavioural settings to find the optimal level of engagement. If you have a lot of ICP leads and not enough sales resources to work them all, set the bar high or vice versa.

🚨 Tags are used to either qualify or disqualify leads so by filtering out leads with the tags 'Qualified' or 'Disqualified' the stage will only contain new high intent leads.

Qualified leads

There's a lot of varying definitions of qualified leads. MQL, SQL etc.

To keep things simple, we define a qualified lead as a company that you have marked as 'Qualified'. Typically this also implies you are yet to begin working (contacting) the lead.

Configuring this stage ensures your team systematically qualifies High Intent ICP leads. Keeping the previous stage filled with new leads (time saver) and making sure the best fit leads are actually getting worked.

Of all the stages, this is the fastest to set up and it's easy to set up an automation to push them to HubSpot.

To move a company to the 'Qualified Leads' stage, simply tag the company as qualified on the left hand sidebar.

If you would also like to automatically send 'Qualified" leads to HubSpot, go to the Automations tab and copy the set up 👇 and be sure to use the Event 'New lead'.

Opportunities and deals

Progressing opportunities to deals and closing them benefits a lot from a deep understanding of the behaviour of your prospects.

👉 Are there particular pages they spend more time on indicating potential questions unanswered?

👉 Don't they engage with the website at all?

👉 Is there an office (stakeholder) regularly visiting the website you aren't yet speaking with?

For simplicity sake, let's group opportunities and deals in one stage. To get more granular info, segment opportunities and deals to create a stage for each and further segment by owners.

In the filters above we are Segmenting for companies that have a deal that hasn't been won or lost and isn't a customer or is in the lifecycle stage opportunity. Check a few of the results to make sure the filters have been configured correctly then save the Segment.

Lost Deals

Getting a lost deal stage set up needs no introduction. Simply filter for Deal Stage contains Lost.

Or take it a step further to send notifications to the deal owner with the filters 👇

We recommend having both in place so you can keep an eye on all Lost Deals visiting the website and keep owners notified on their actions.


Creating a stage for customers is valuable to keep account owners in the loop on what their customers are up to. Helping to mitigate churn or spot upsell signals.

💡 If you offer multiple services or products, segment customers based on products or services they purchased. So you can create upsell or cross sell notifications when customers consume content on new products or services.

Notifications by pipeline stage and owner

At this point you might be wondering how to set up notifications by stage (or owner).

Head over to the Automations tab and check out the full guide to setting up notifications and reports.

If you would like to send new leads to team members via email (or a Slack channel). Use the trigger 'New Lead' and select the Segment (stage) you want notifications on. Just keep in you won't receive notifications on return visits with this approach.

To get notifications on a stage like Lost Deals, use the event 'New session'. This will send a notification when a company in this stage visits your website for the first time and for subsequent visits 👇

Lastly, if you would like you would like reports on a stage, the head over to the Automated Reports tab.

As always, if you have any questions, ideas or would just like to say hello, please drop us a message. Team Snitcher 👋

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