Whose Using the Lead Object? A Study

I spend a lot of time inside HubSpot accounts, and if there's one feature that divides the room, it's the Leads object.

Here’s what we need to keep in mind as I share this data: the lead object is less than two years old.

That’s right. It was rolled out in September of 2023. In HubSpot terms, that may seem like a long time, but for many businesses, a big change like this is something all too easy to kick down the road for 2 years.

So how popular is the lead object?

I surveyed 31 HubSpot users to see what’s really going on. Here’s the deal.

Please take everything with a grain of salt.

Adoption Might Be a Lot Lower Than We Think

At first glance, the numbers are grim. Out of 31 companies, only 6 are using the Lead object. That’s a 19% adoption rate.

But that’s not the whole story.

Ten of those companies don't even have access to it because they're on Sales Hub Starter or have no Sales Hub at all. If you can’t use a tool, you can’t be judged for not using it.

So let's look at the 21 eligible accounts (those with Sales Hub Pro or Enterprise).

Only 6 of them (29%) are actually using the Lead object.

That’s right. Even among those who can use it, more than 70% are saying, "No, thanks." This isn't a must-have feature; it's a niche tool for a specific problem.

So, who are these 6 brave souls?

Who IS Using the Lead Object? The Profile of an Adopter.

The data paints a pretty clear picture. The companies that have embraced the Lead object share a few key traits:

• They're High-Touch B2B: The biggest fans? Professional Services, IT, Education, and Construction. These are businesses where the sales cycle is complex, requires qualification, and isn't just a simple transaction.

• They Have Smaller Databases: The average user has around 9,500 contacts. The average non-user (who is still eligible) has over 47,000. This tells me the Lead object is a solution for smaller, more agile teams trying to bring order to their early-stage pipeline.

• They Need Clarity: These teams are likely using the Lead object to solve a very specific headache: the messy gap between a Marketing Qualified Lead (MQL) and a true Sales Qualified Lead (SQL). It creates a formal "in-between" stage where a lead can be worked before a full-blown deal is created.

My take: The Lead object isn't for everyone. It's for teams who feel their reps are getting overloaded with unqualified MQLs and need a dedicated space to qualify them without cluttering the deal pipeline.

It also is currently popular with sales-driven orgs. I see a lot of use cases that would help marketing too, maybe this is the next phase of development in the user base.

Who ISN'T Using It (Even Though They Could)?

This is where it gets spicy. The companies with access who are choosing to ignore it are just as telling.

• Big Enterprise Accounts: Companies with Sales Hub Enterprise and massive contact volumes are steering clear.

• Certain Industries Don't See the Need: Software, Finance, Real Estate, and Travel companies in this group had access but passed. T

• More Hubs ≠ More Adoption: This was the most fascinating part. I saw accounts with 4+ Hubs (Sales, Marketing, Service, CMS) at the Enterprise level that have never touched the Lead object.

The lesson here: Buying more HubSpot doesn’t automatically mean you use more of HubSpot. Adoption is driven by operational need, not license count.

Data

Respondents by Industry

Respondents by Hubspot Plan

Respondents by Account Size (Number of Contacts)

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