How to Use Hubspot-Style “How Did You Hear About Us?” Questions

Using a Hubspot-inspired approach to the classic “How did you hear about us?” question helps you capture reliable attribution data, improve marketing decisions, and better understand your customers’ journeys.

This guide walks through how to design, place, and optimize this question so your team can turn simple responses into powerful, actionable insights.

Why a Hubspot-Style Question Matters

At first glance, the question seems basic. However, when it is planned the way Hubspot structures customer data, it becomes a key part of your analytics and reporting.

Done correctly, it can help you:

• Identify which channels consistently create high-quality leads.
• Compare the impact of organic search, paid campaigns, social, and referrals.
• Refine content, offers, and budgets based on real responses.
• Align sales and marketing around the same attribution signals.

Core Elements of a Strong Hubspot-Style Question

A clear structure is essential. Borrowing from how Hubspot organizes information, you should standardize:

• Wording – keep it simple and recognizable.
• Answer format – typically multiple choice plus one open option.
• Placement – use the same question across forms and touchpoints.
• Data handling – map each answer to a consistent property or field.

Recommended Wording Inspired by Hubspot

Use direct, user-friendly language. For example:

• “How did you hear about us?”
• “Where did you first discover our company?”
• “Which channel led you to us today?”

The first option is widely recognized and easiest to scan, which is why you will see it frequently in Hubspot-style forms and surveys.

Choosing Answer Types the Way Hubspot Does

Most teams perform best with multiple-choice answers so the data stays clean. A Hubspot-like configuration often includes:

• Search engine (Google, Bing, etc.)
• Social media (LinkedIn, Facebook, Instagram, X)
• Online ad (search or social ad)
• Friend or colleague referral
• Podcast, webinar, or event
• Blog article or newsletter
• Other (please specify)

This layout balances structure and flexibility: fixed options provide clean data, while the “Other” text field surfaces new channels you may want to add later.

Hubspot-Inspired Best Practices for Options

To keep your data usable over time:

1. Limit the list to the channels you actually use.
2. Avoid overlaps such as listing “social media” and each social platform separately in the same list.
3. Use user-facing language that matches how your audience thinks, not just your internal campaign names.
4. Review answers regularly and promote frequent “Other” responses into new standard options.

Placing the Question in a Hubspot-Like Funnel

A Hubspot-style strategy considers where the question appears in the customer journey. The same logic applies whether you use tickets, forms, or live chat.

Key Places to Ask the Question

• Lead capture forms – demo requests, consultations, or quote forms.
• Newsletter signup – to understand how subscribers find your content.
• Checkout or account creation – for product-led funnels.
• Support or onboarding – when you want to confirm attribution after conversion.

In many Hubspot-style setups, this question appears near the end of the form so it does not block critical fields like name, email, and company.

Turning Answers into Actionable Insights

The value comes from how you use the responses. With a structured setup similar to Hubspot, you can transform simple selections into meaningful decisions.

Example Ways to Use the Data

• Channel performance comparison – see which source regularly appears before high-value deals.
• Budget reallocation – move spend toward the channels your best customers select.
• Content planning – invest more in blogs, podcasts, or events that people actually cite.
• Messaging alignment – tailor follow-up emails based on the channel that brought each lead in.

If you need strategic help interpreting this attribution data and connecting it with broader marketing operations, you can consult specialists at Consultevo.

Hubspot-Like Examples of “How Did You Hear About Us?”

Below are example structures that mirror the clarity and consistency you would expect in a Hubspot environment.

Example 1: Simple Contact Form

• Name
• Email
• Company
• “How did you hear about us?”
  • Google or another search engine
  • Social media
  • Online ad
  • Referral from a friend or colleague
  • Event or webinar
  • Other (please specify)

Example 2: Post-Purchase Survey

• Order or account email
• Product or service used
• “How did you hear about us?”
  • Blog article
  • Podcast or video
  • Review site or directory
  • Internal company recommendation
  • Other (please specify)

Both examples keep the choices short and mutually exclusive, which makes it easier to analyze them in a tool that uses a structure similar to Hubspot.

Common Mistakes to Avoid

Even when teams follow a Hubspot-style structure, a few mistakes can undermine the data.

• Making the question optional when you genuinely need attribution data.
• Allowing too many selections, which blurs the primary source.
• Changing wording often, which breaks long-term reporting.
• Collecting answers but not reviewing them on a regular schedule.

Consistency is crucial. The more stable your question and options are over time, the more reliable the trend lines will be.

Connecting Back to the Original Hubspot Resource

The approach in this article is inspired by best practices discussed in the Hubspot ecosystem. To see one of the original discussions on this topic, review the guide at Hubspot’s blog on “How did you hear about us?” questions. Use that as a reference while adapting the ideas to your own tech stack and reporting needs.

Next Steps for Implementing a Hubspot-Inspired Question

To put everything into action:

1. Standardize your wording and answer options.
2. Decide where the question should appear in your funnel.
3. Map each option to a consistent property or field.
4. Run the question for a set period before making changes.
5. Analyze results and refine your channel strategy.

By treating this survey question with the same care you see in a Hubspot-style setup, you gain clearer attribution, sharper marketing insights, and a more accurate view of how customers really discover your brand.