Marketing contact vs non-marketing contact status management for cost control

Outcome. Contacts that stop engaging or move past active marketing get set to non-marketing automatically, keeping the marketing contacts tier count under control without manual list review.

flowchart TD
    A[Lifecycle stage or engagement date changes] --> B{Customer, no active upsell?}
    B -->|Yes| C[Set non-marketing: customer-no-program]
    B -->|No| D{Lifecycle stage = Other?}
    D -->|Yes| E[Set non-marketing: disqualified]
    D -->|No| F{Dormant 180+ days, Subscriber/Lead?}
    F -->|Yes| G[Set non-marketing: dormant]
    F -->|No| Z[No action]

When to use it / when not to

• Use when your portal is on the marketing contacts pricing model and you pay per tier of marketing contacts.
• Use when a segment (long-dormant leads, disqualified fits, customers with no active marketing program) does not need to receive marketing emails or count toward ads/marketing reach.
• Do not use to non-market contacts sales still needs to email one-to-one. Marketing contact status gates marketing emails (including form follow-up emails), contact audiences in the ads tool, and the "Send email" and ads audience workflow actions; non-marketing contacts still receive one-to-one sales emails, sequences, registration and ticket kickback emails, transactional emails and feedback surveys (https://knowledge.hubspot.com/contacts/marketing-contacts).
• Do not use on a contact inside an active list-based nurture without checking marketing-ops-040 first, or you will silently break a live sequence.