As part of Asymmetric's 2026 marketing engine launch, Mark Hope performed a comprehensive cleanup and segmentation of the HubSpot contact database. The result is a validated, enriched 37,000-contact database structured to support multi-channel outreach across nurture, ABM, and industry-specific campaigns.
HubSpot serves as the single source of truth for all contact activity, even when outreach is executed through external tools (SES for nurture, Orbit for ABM).
See also: [1] | [2]
| Tier | Description |
|---|---|
| Tier 1 | High-quality leads — strong firmographic fit, known decision-maker, prior engagement |
| Tier 2 | Moderate quality — partial data, some engagement signals |
| Tier 3 | Low quality — minimal data, no engagement history |
Tier assignment uses an algorithm weighing contact completeness, engagement history, and fit against target criteria.
The database is tagged by industry, including (but not limited to):
Industry enrichment was required for a significant portion of contacts, as many records lacked this field prior to cleanup.
A dedicated ICP segment — "Mid-Market B2B" — identifies contacts meeting all of the following criteria:
Sub-segments within ICP:
- ICP with Significant Activity — multiple prior engagement touchpoints
- ICP with Some Activity — limited but present engagement history
Contacts are excluded from general nurture and cold outreach campaigns under the following conditions:
| Condition | Excluded From |
|---|---|
| Marked as ABM target | All marketing campaigns |
| Has an active deal in pipeline | All marketing campaigns |
| Lifecycle stage = Customer | All marketing campaigns |
| In an industry-specific campaign (e.g., Food & Beverage, Energy & Environment) | General awareness/nurture funnel |
This ensures contacts receive only one coherent outreach track at a time and that active sales relationships are not disrupted by automated marketing.
HubSpot's free/starter tier limits direct email sends to 2,000 contacts. With 37,000 contacts in the database:
Database operations (bulk updates, enrichment, segmentation) are performed via the HubSpot API rather than the UI, enabling faster and more reliable bulk changes.
As of the March 2026 meeting, Melissa Cusumano was granted a dedicated HubSpot seat (reassigned from a former contact, Chris Ostergaard). Raphael holds a super admin / core seat. Karly Oykhman also has access.