Hupspot guide to marketing contacts

Hubspot marketing contacts let you control which contacts can be used for marketing while keeping others as non-marketing to better manage costs and compliance. This guide explains how marketing contacts work, how billing is calculated, and how to manage contact status step by step.

What are marketing contacts in Hubspot?

Marketing contacts in Hubspot are contacts you choose to include in marketing tools such as emails, ads, and other outreach. Non-marketing contacts are stored in your CRM but are not eligible for marketing tools.

On eligible subscriptions, you can keep unlimited non-marketing contacts while only paying for the number of marketing contacts that fall within your tier. This separation is central to how your subscription cost is calculated.

How marketing contacts affect your Hubspot billing

Your Hubspot bill is based on the number of marketing contacts in your account. Non-marketing contacts do not count toward this total. Understanding this model helps you avoid unexpected costs.

Key billing concepts in Hubspot

Subscription tier: Each tier includes an allowance of marketing contacts.
Marketing contact count: The highest number of marketing contacts in a billing period determines your bill.
Non-marketing contacts: Do not impact your marketing contact tier or price.

If you exceed the marketing contact limit for your tier, Hubspot will move you to the appropriate higher tier or add contacts in blocks according to your subscription terms.

When marketing contacts are counted in Hubspot

Hubspot counts a contact as marketing when it is:

Set as marketing in the contact properties.
Included in a workflow, import, or list action that updates it to marketing.
Created as marketing based on default settings in your tools.

Once a contact is set to marketing within a billing period, it may count as marketing for that full period, even if you later switch it back to non-marketing.

Hubspot rules for using marketing vs non-marketing contacts

There are usage rules in Hubspot that determine what you can do with each type of contact.

What you can do with marketing contacts in Hubspot

Marketing contacts are fully eligible for marketing tools, including:

Marketing emails and email automation.
Ads audiences and retargeting tools.
Marketing workflows and nurture sequences.
Marketing analytics, attribution, and reporting.

Any feature in Hubspot that requires marketing contact eligibility will only work for contacts flagged as marketing.

What you can do with non-marketing contacts in Hubspot

Non-marketing contacts still have access to the core CRM features in Hubspot, such as:

Sales emails and one-to-one messages.
Tasks, notes, calls, and meetings.
Tickets and customer support records.
Custom properties and CRM views.

However, non-marketing contacts cannot receive bulk marketing emails or be included in ads audiences and other dedicated marketing tools.

How to set a contact as marketing or non-marketing in Hubspot

You can change a contact’s marketing status directly on the contact record or in bulk.

Update a single contact in Hubspot

Open your Contacts index in Hubspot.
Click the name of the contact you want to edit.
Locate the Marketing contact status property on the record.
Set the value to Marketing or Non-marketing.
Save your changes.

The contact’s eligibility for marketing tools will update according to the new status.

Update multiple contacts at once in Hubspot

In the Contacts index, select the checkboxes next to the contacts you want to update.
Click the bulk Edit option.
Choose the Marketing contact status property.
Set the value to Marketing or Non-marketing.
Apply the update to all selected records.

Use bulk edits to quickly align your Hubspot marketing contact count with your current strategy and subscription tier.

Using lists and workflows with Hubspot marketing contacts

Lists and workflows in Hubspot can automatically set or change marketing contact status based on rules you define.

Manage marketing status with lists in Hubspot

You can use active lists to group contacts and then apply status changes:

Create an active list that defines which contacts should be marketing or non-marketing.
Filter by lifecycle stage, engagement, consent, or any property.
When the list is ready, use a bulk edit to set the Marketing contact status for all contacts on that list.

Active lists will stay up to date, so you can periodically review them and re-apply status changes in Hubspot as needed.

Manage marketing status with workflows in Hubspot

Workflows can automate changes to marketing contact status when specific conditions are met.

Create a contact-based workflow in Hubspot.
Set enrollment triggers, such as form submissions, lifecycle changes, or consent updates.
Add an action to Set marketing contact status to marketing or non-marketing.
Review the workflow settings to align with your billing period and contact limits.

With workflows, Hubspot can adjust status automatically, which helps maintain correct billing and consistent marketing eligibility.

Best practices for managing marketing contacts in Hubspot

To manage costs and maintain data quality in Hubspot, follow these guidelines.

Regularly audit which contacts truly need marketing status.
Use lists and workflows to automate status updates.
Remove outdated, bounced, or unengaged contacts from marketing status.
Align your marketing contact strategy with your subscription tier.

These practices will help keep your Hubspot marketing contact count under control while preserving access to key tools for the right audience.

Learn more about Hubspot marketing contacts

For detailed, product-specific steps and the latest rules, always refer to the official documentation from Hubspot at this help article on marketing contacts. The interface, labels, and available actions can change as the platform evolves.

If you need expert help designing a marketing contact strategy, optimizing tiers, or configuring automation around Hubspot, you can review consulting services available at Consultevo.

By understanding how marketing contacts work in Hubspot and applying the steps outlined here, you can control costs, remain compliant, and ensure that only the right contacts are included in your marketing efforts.

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