Skip to main content

Interests

The Interests system allows you to track and categorize what your contacts are interested in, enabling more targeted marketing, better personalization, and improved engagement.

Overview​

Interests help you:

  • Track customer preferences and hobbies
  • Segment audiences by interests
  • Personalize communications
  • Improve product recommendations
  • Enhance customer profiles

Understanding Interests​

What Are Interests?​

Interests are tags or categories that indicate what a contact cares about:

  • Products or services they prefer
  • Topics they engage with
  • Activities they participate in
  • Content they consume
  • Problems they want to solve

Interest vs. Other Data​

  • Interests: What they care about
  • Behaviors: What they do
  • Demographics: Who they are
  • Transactions: What they buy
  • Engagement: How they interact

Creating Interests​

Interest Setup​

  1. Navigate to Settings > Interests
  2. Click Create New Interest
  3. Configure interest details:
    • Name: Clear, descriptive title
    • Category: Group related interests
    • Description: Explain the interest
    • Icon: Visual representation
    • Color: For visual organization

Interest Categories​

Organize interests into logical groups:

  • Product Categories: Specific products/services
  • Content Topics: Blog, video, podcast topics
  • Activities: Hobbies, sports, events
  • Industries: Professional interests
  • Lifestyle: Personal preferences

Interest Hierarchy​

Create parent-child relationships:

Technology
├── Software
│   ├── CRM Systems
│   ├── Marketing Tools
│   └── Analytics
├── Hardware
│   ├── Computers
│   ├── Mobile Devices
│   └── IoT
└── Services
    ├── Consulting
    ├── Training
    └── Support

Assigning Interests​

Manual Assignment​

Add interests to contacts manually:

  1. Open contact profile
  2. Click Add Interests
  3. Search or browse interests
  4. Select applicable interests
  5. Save changes

Bulk Assignment​

Apply interests to multiple contacts:

  1. Select contacts in list view
  2. Choose Bulk Actions > Add Interests
  3. Select interests to apply
  4. Confirm assignment
  5. Review results

Automatic Assignment​

Behavior-Based​

Automatically assign based on actions:

  • Page visits on website
  • Email link clicks
  • Content downloads
  • Event attendance
  • Form submissions

Rule-Based​

Create rules for interest assignment:

  • If contact views product page 3 times
  • If downloads specific whitepaper
  • If attends webinar on topic
  • If opens emails about subject
  • If purchases related product

Integration-Based​

Import interests from:

  • Social media profiles
  • Survey responses
  • Support tickets
  • Purchase history
  • Third-party data

Interest Scoring​

Scoring System​

Rate interest strength:

  • High Interest: Strong engagement signals
  • Medium Interest: Moderate engagement
  • Low Interest: Initial interest shown
  • Potential Interest: Predictive scoring
  • Negative Interest: Explicit disinterest

Scoring Factors​

  • Frequency of related actions
  • Recency of engagement
  • Depth of interaction
  • Explicit preferences
  • Purchase behavior

Score Calculation​

  • Page views: +1 point
  • Email clicks: +2 points
  • Content download: +3 points
  • Event attendance: +5 points
  • Purchase: +10 points

Using Interests​

Segmentation​

Create segments based on interests:

  • Single interest segments
  • Multiple interest combinations
  • Interest scoring thresholds
  • Interest + behavior combos
  • Exclusion segments

Personalization​

Content Personalization​

  • Show relevant blog posts
  • Recommend products
  • Customize homepage
  • Tailor email content
  • Dynamic landing pages

Communication Personalization​

  • Interest-based email campaigns
  • SMS messages about interests
  • Targeted social media ads
  • Personalized offers
  • Event invitations

Campaign Targeting​

Use interests for:

  • Email campaign audiences
  • Ad targeting
  • Content recommendations
  • Product suggestions
  • Event promotions

Interest Analytics​

Interest Reports​

  • Most popular interests
  • Interest growth trends
  • Engagement by interest
  • Conversion by interest
  • Interest correlations

Performance Metrics​

  • Click rates by interest
  • Conversion rates
  • Revenue per interest
  • Engagement scores
  • Retention rates

Interest Insights​

  • Discover interest patterns
  • Identify new interests
  • Track interest evolution
  • Predict future interests
  • Find interest gaps

Interest Display​

Contact Profile View​

See interests on contact records:

  • Interest tags
  • Interest scores
  • Interest history
  • Related content
  • Recommendations

List Views​

Display interests in contact lists:

  • Interest columns
  • Filter by interests
  • Sort by interest score
  • Group by interest
  • Export with interests

Interest Cards​

Visual representation showing:

  • Interest name and icon
  • Number of contacts
  • Engagement metrics
  • Related interests
  • Quick actions

Interest Management​

Editing Interests​

Modify existing interests:

  • Update names
  • Change categories
  • Merge similar interests
  • Split broad interests
  • Archive unused

Interest Cleanup​

Maintain clean interest data:

  • Remove duplicates
  • Standardize naming
  • Merge similar interests
  • Archive outdated
  • Review usage

Interest Import/Export​

  • Export interest list
  • Import new interests
  • Bulk update interests
  • Share between systems
  • Backup interest data

Advanced Features​

Interest Prediction​

AI-powered interest discovery:

  • Analyze behavior patterns
  • Predict likely interests
  • Suggest new interests
  • Score predictions
  • Auto-assign when confident

Interest Relationships​

Map connections between interests:

  • Related interests
  • Complementary interests
  • Progressive interests
  • Seasonal interests
  • Exclusive interests

Interest Lifecycle​

Track interest evolution:

  • New interest adoption
  • Interest strengthening
  • Interest plateau
  • Interest decline
  • Interest revival

Best Practices​

Interest Definition​

  • Use clear, specific names
  • Avoid overlapping interests
  • Keep list manageable
  • Regular review and update
  • Document definitions

Data Quality​

  • Verify interest accuracy
  • Update regularly
  • Remove outdated interests
  • Validate assignments
  • Monitor quality metrics

Privacy Considerations​

  • Transparent data collection
  • Respect privacy preferences
  • Allow interest management
  • Secure storage
  • Compliance with regulations

Integration Options​

Website Integration​

  • Track page interests
  • Form field capture
  • Behavioral tracking
  • Cookie-based interests
  • Progressive profiling

Email Integration​

  • Click tracking
  • Content preferences
  • Topic engagement
  • Unsubscribe reasons
  • Preference centers

Social Media​

  • Social profile data
  • Engagement topics
  • Shared content
  • Group memberships
  • Ad interactions

Troubleshooting​

Common Issues​

  • Interests not showing: Check permissions
  • Assignment not working: Verify rules
  • Duplicate interests: Use merge tool
  • Poor segmentation: Review criteria
  • Low engagement: Validate accuracy

Performance Optimization​

  • Limit active interests
  • Archive unused interests
  • Optimize scoring rules
  • Index interest data
  • Monitor query performance

Use Cases​

E-commerce​

  • Product preferences
  • Brand affinities
  • Shopping behaviors
  • Price sensitivities
  • Category interests

B2B Marketing​

  • Industry interests
  • Solution needs
  • Technology stack
  • Business challenges
  • Role-based interests

Content Marketing​

  • Topic preferences
  • Content formats
  • Skill levels
  • Learning goals
  • Industry news

Event Marketing​

  • Event types
  • Topic preferences
  • Format preferences
  • Location interests
  • Speaker interests