How to Use Hubspot Prospects to Track Visiting Companies

The Prospects tool in Hubspot helps you see which companies are visiting your website, even when visitors do not submit a form. By turning anonymous visits into company-level insights, Hubspot makes it easier for sales and marketing teams to prioritize outreach, qualify interest, and discover new opportunities.

What the Hubspot Prospects Tool Does

The Prospects feature identifies companies based on the IP addresses of visitors to your website. It then displays those companies in a central view so your team can research and follow up strategically.

From the Prospects dashboard you can:

• View a list of companies that have visited your site
• See details such as first and last visit date, number of views, and location
• Filter and save views based on activity or firmographic data
• Hide companies that are not relevant to your sales motion

This information equips your team to reach out to companies that show active interest in your content or product.

How to Access Prospects in Hubspot

To start working with Prospects inside Hubspot, you first need to open the main tracking view.

1. Log in to your Hubspot account.
2. In the main navigation, go to Reports.
3. Select Analytics Tools.
4. Click Prospects to open the Prospects dashboard.

Once the Prospects page loads, you will see a table of detected companies and their website visit details.

Understanding the Hubspot Prospects Table

The Prospects table in Hubspot contains key information your team can use to prioritize leads. Typical default columns include:

• Company — The detected company name based on IP address.
• First Seen — The date the company was first detected on your site.
• Last Seen — The most recent date the company visited.
• Views — How many page views the company generated.
• Country — The location associated with the IP address.
• State/Region (if available) — Additional geographic detail.

You can customize which columns are visible, and you can sort the table by any column to surface the most relevant companies for your team.

Customizing Columns in Hubspot Prospects

To tailor the Prospects view to your needs in Hubspot:

1. In the Prospects table, click the Actions or Table settings menu (column customization option).
2. Select Edit columns.
3. Check or uncheck the properties you want to show or hide.
4. Drag columns to reorder them if the interface allows.
5. Click Save to apply your new table layout.

With customized columns, you can highlight the firmographic and activity data that matters most to your sales process.

Filtering Prospects in Hubspot

Filtering Prospects helps you narrow the list of companies to those that fit your ideal profile. Hubspot enables filtering based on multiple properties.

How to Add Filters

To filter the Prospects list in Hubspot:

1. Open the Prospects page.
2. At the top of the table, click Add filter.
3. Search for and select a property such as Last seen, Country, or Number of views.
4. Define the filter condition (for example, Last seen is less than 7 days ago).
5. Click Apply filter to update the list.

You can stack multiple filters to create a precise view of active or high-fit companies.

Common Hubspot Prospects Filters

Popular ways to filter Prospects include:

• Recent visitors (e.g., Last seen is less than 3 or 7 days ago)
• High activity (e.g., Views is greater than 5)
• Target locations (e.g., Country is any of selected countries)
• Excluding internal traffic or known partners

These filters help your team focus outreach on the companies showing the most relevant signals.

Saving Views in Hubspot Prospects

Once you have a useful combination of filters and columns, you can save it as a view in Hubspot for quick access later.

Steps to Save a Prospects View

1. Configure all desired filters in the Prospects page.
2. Adjust columns and sorting as needed.
3. At the top of the table, click the Save view dropdown.
4. Select Save as new.
5. Enter a descriptive name (for example, Hot Prospects: Last 7 Days).
6. Choose whether the view is private or shared with your team.
7. Click Save.

Hubspot will then list your saved views in the view selector so you can switch between them without reapplying filters each time.

Hiding Irrelevant Companies in Hubspot

Not every detected company will be a fit. Hubspot allows you to hide companies so they no longer clutter the Prospects list.

How to Hide a Single Company

1. In the Prospects table, hover over the company row you want to hide.
2. Click the More or Actions menu on that row.
3. Select Hide company (wording may vary).
4. Confirm the action if prompted.

Once hidden, that company will not display in your standard Prospects view, helping you focus on accounts that match your goals.

Managing Hidden Companies

To review or adjust hidden companies in Hubspot:

1. Open the Prospects tool.
2. Look for a filter or checkbox related to Hidden companies.
3. Toggle the setting to show or filter by hidden records.
4. Unhide any company if you want it to appear in your active list again.

This level of control ensures your Prospects workspace remains clean and aligned with your targeting strategy.

Connecting Prospects Data to CRM Records

While Prospects focuses on company-level visit data, your main customer and deal management still lives in the CRM. Hubspot makes it possible to connect detected companies to existing company records or create new ones as needed.

From a Prospects row you can typically:

• Open the company detail view to see more information
• Click to create or associate a company record in the CRM
• Review related contacts and deals once a company record exists

This cross-linking helps sales teams move quickly from website interest to structured outreach sequences and pipeline creation.

Best Practices for Using Hubspot Prospects

To get the most from Prospects, align your process, tools, and team expectations.

• Define qualification rules: Decide what combination of geography, industry, and visit volume qualifies a company for outreach.
• Create focused views: Build separate saved views for different reps or territories inside Hubspot.
• Schedule regular review: Have sales or business development teams check Prospects daily or weekly.
• Coordinate with marketing: Use Prospects data to understand which campaigns drive quality company visits.

By combining a clear process with the capabilities of Hubspot Prospects, teams can more reliably turn anonymous traffic into pipeline.

Additional Resources

For the official product documentation and the latest details on capabilities and limitations, review the original guide on the Hubspot Knowledge Base: Use Prospects.

If you need strategic help implementing tracking and CRM processes alongside Hubspot, you can also explore consulting services from Consultevo.

Used effectively, the Prospects tool inside Hubspot gives your team a powerful view into which companies are engaging with your website today, so you can start better conversations tomorrow.

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