Creating an Active List

1. Why Use an Active List for This Scenario?

1. Automatic Updates
   • If you add a new contact in HubSpot whose Metro Area is “Berlin” and Former Firm is “McKinsey,” they’ll automatically join the list.
   • If someone moves or you update their Metro Area to “Frankfurt,” they’ll be removed from “Berlin” and could be added to a “Frankfurt” list if you have one set up.
2. Easy Outreach
   • Filter your HubSpot contacts at any time to see who is currently in Berlin and shares your McKinsey background.
   • Great for scheduling in-person meetups or sending targeted local communications.
3. Eliminates Manual Maintenance
   • You don’t have to manually comb through your database for relevant contacts each time you travel. The list is always up to date.

2. Steps to Create the Active List

Step 1: Navigate to Lists

1. Log into HubSpot.
2. In the main navigation, click Contacts > Lists.

Step 2: Create a New List

1. Click the Create list button (usually top-right).
2. A side panel or pop-up will appear, asking you to choose between an Active list or a Static list.
3. Select Active list and optionally give it a name (e.g., “McKinsey Alums in Berlin”).

Step 3: Add Your Criteria

Once you’ve chosen Active list, you’ll define the conditions that will determine who’s included:

1. Select “Metro Area”
   • Find your custom Metro Area
   • Set it equal to Berlin (assuming you spelled/defined “Berlin” exactly that way in your property options).
2. Add a Second Filter: “AND”
   • Click AND (or similar) to add another criterion.
   • Select your custom Former Firm
   • Set it equal to McKinsey (again, exactly as it appears in your property’s dropdown or checkbox list).

Step 4: Confirm & Save

1. Review your criteria:
   • Metro Area = Berlin
   • Former Firm = McKinsey
2. Click Save or Done to finalize the list.

3. How the Active List Works

1. Contacts Who Qualify
   • Any contact with Metro Area set to “Berlin” and Former Firm set to “McKinsey” will appear in this list.
   • New contacts meeting both conditions automatically join.
2. Contacts Who No Longer Qualify
   • If you change a contact’s Metro Area from Berlin to Frankfurt (or remove McKinsey from their Former Firm field), that contact will drop off this Active List.
   • They’ll appear on any other Active List that matches their updated data (e.g., “McKinsey Alums in Frankfurt,” if such a list exists).
3. Real-Time Refresh
   • HubSpot periodically updates Active Lists, so your list is always accurate to the latest property values.

4. Extending This Method to Other Cities

If you travel frequently or want to target multiple locations, simply replicate the steps above:

1. Create an Active List for Each Metro Area
   • g., “McKinsey Alums in New York,” “McKinsey Alums in London,” etc.
   • Each list uses the same logic: Metro Area = [X], Former Firm = McKinsey.
2. Adjust the Criteria
   • If you want to widen the net to all MBB (McKinsey, Bain, BCG) alumni in Berlin, just modify the property checkboxes (e.g., Former Firm has any of “McKinsey,” “Bain,” “BCG”).

5. Best Practices

• Consistent Data Entry: Ensure that “Berlin” is spelled the same way in your Metro Area dropdown or checkboxes. The same goes for “McKinsey,” so the Active List doesn’t miss spelled variants like “McK.”
• Review Data Quality: If you see contacts missing from the list who should be there, confirm their custom property fields are correct (e.g., “Metro Area” is indeed set to “Berlin”).
• Use the List for Targeted Outreach: Send an event invite, create tasks to arrange coffee meetings, or integrate with workflows to automatically message these contacts before you visit.