1. Existing contacts are being updated to marketing unexpectedly
If previously non-marketing contacts are being changed after submitting a form, this can be expected behaviour. When the setting is turned on, HubSpot can update both new contacts and existing non-marketing contacts who submit the form.
If you need more control:
- Turn off the default form setting.
- Use a workflow to update marketing status only under specific conditions.
2. Marketing status is not updating consistently across forms
If you’re seeing inconsistent results when you update marketing status across forms, the issue is usually configuration-related. Check whether the setting is enabled on each form, whether you’re working with HubSpot forms or non-HubSpot forms, and whether a workflow is updating status only for certain submissions.
3. A workflow is changing the outcome
If your form is set to update marketing status, but the result is different from what you expected, a workflow may be updating the contact’s marketing contact status after submission. Review any workflow using the Set marketing contact status action, especially if your team uses more advanced automation.
4. Contacts are being marked as marketing too early
If contacts are being updated before they’re qualified, it can affect both reporting and cost management. Marketing contact status is a billing-related property, not the same thing as lifecycle stage. If you need more control, use a workflow to delay the update until the contact meets your qualification criteria.
Frequently asked questions
How can I automatically make sure everyone who fills out my website form is marked as a marketing contact?
If you’re using a HubSpot form, enable the form setting in the form editor:
Go to your form, open the Settings tab, and turn on Set new contacts as marketing contacts. This will automatically set new contacts created through that form as marketing contacts.
If you’re using a non-HubSpot form, this setting is managed separately in your non-HubSpot form settings.
What’s the easiest way to manage my HubSpot contact limits using form settings?
Use form-level settings to control which submissions create marketing contacts. Turning this on only for high-intent forms helps you manage your marketing contact count more intentionally.
If you need more control, use workflows to qualify contacts before you update marketing status.
Why aren’t my new leads receiving marketing emails after submitting a form?
One common reason is that the contact is still set as non-marketing.
In HubSpot, only marketing contacts can receive marketing emails. Check your form settings or any related workflows to confirm that the contact’s marketing contact status is being updated after submission.
Should I set marketing status at the form level or use a workflow for better lead management?
It depends on your setup:
- Use form-level settings for simple, automatic updates
- Use workflows when you need more control or qualification logic
For example, a Marketing Qualified Lead (MQL) should typically be set as a marketing contact to support nurturing and automated follow-up.
How do I prevent marketing contacts from inflating my HubSpot bill?
Only mark contacts as marketing when there is a clear intent.
Best practices include:
- Enabling marketing status only on high-intent forms
- Using workflows to qualify contacts before updating status
- Regularly reviewing and updating your marketing contacts
This helps maintain data hygiene and control costs.
What’s the difference between marketing status and lifecycle stage?
Marketing contact status determines whether a contact can be marketed to using HubSpot tools and whether they count toward your billing tier.
Lifecycle stage shows where a contact is in your funnel, such as subscriber, lead, or customer.
Automatically setting marketing status on forms is a practical way to maintain data hygiene and control your HubSpot contact costs. Start with form-level settings, then layer in workflows as your lead management becomes more advanced.
Want to make sure your marketing contact set-up is working the way it should?
Chat to our team about building a cleaner, more scalable HubSpot setup.