Client relationships are the lifeblood of any successful business, especially in specialized fields like management consulting and marketing. But how do you actually manage those relationships effectively? It’s more than just sending holiday cards. We’re going to show you how to use the Client Relationship Navigator (CRN), a tool built right into the 2026 version of HubSpot Marketing Hub Professional, to not only track client interactions but also proactively identify opportunities and mitigate potential issues. Ready to ditch the spreadsheets and truly understand your clients?
Key Takeaways
- You can access the Client Relationship Navigator (CRN) within HubSpot Marketing Hub Professional by navigating to Contacts > Clients.
- Use the CRN’s segmentation filters, located under the “Client Insights” tab, to identify clients at risk of churn based on engagement metrics like email open rates and website visits.
- Create automated workflows within the CRN, triggered by client milestones (e.g., project completion, contract renewal), to send personalized follow-up messages and schedule internal review meetings.
Step 1: Accessing the Client Relationship Navigator (CRN)
Navigating to the CRN
Forget digging through menus. In the 2026 HubSpot Marketing Hub Professional, the CRN is conveniently located. From the main dashboard, click on Contacts in the top navigation bar. A dropdown menu will appear. Select Clients. This will bring you to the CRN interface. It’s designed to be intuitive, but if you’re coming from an older version of HubSpot, there are a few key differences you’ll want to note (more on that later).
Understanding the CRN Dashboard
The CRN dashboard is your command center. At the top, you’ll see key metrics like Total Clients, Active Projects, and Upcoming Renewals. Below that, there’s a visual representation of your client pipeline, showing clients in different stages: Prospecting, Onboarding, Active Engagement, and Renewal. Each stage is clickable, allowing you to drill down into specific client lists.
Pro Tip: Customize the dashboard by clicking the “Edit Dashboard” button in the top right corner. You can add or remove widgets to focus on the metrics that matter most to your business. For example, if you’re heavily focused on client retention, you might want to add a widget showing the number of clients at risk of churn.
Step 2: Segmenting Your Clients for Targeted Action
Using Filters to Identify Key Groups
One of the most powerful features of the CRN is its segmentation capabilities. To access the segmentation filters, click on the “Client Insights” tab. Here, you’ll find a range of pre-built filters and the option to create your own custom filters. For example, you can filter clients by industry, service type, contract value, or even engagement level.
Common Mistake: Neglecting to regularly update your client data. If your client information is outdated, your segments will be inaccurate, and your targeted actions will be ineffective. Make it a habit to review and update client profiles at least quarterly.
Creating Custom Segments Based on Engagement
Let’s say you want to identify clients who haven’t engaged with your content recently. Click on “Create Custom Filter”. Give your filter a name (e.g., “Inactive Clients – Last 30 Days”). Then, select the criteria you want to use. For example, you could choose “Last Email Open Date” is more than 30 days ago AND “Last Website Visit Date” is more than 30 days ago. Click “Save” to create your segment.
I had a client last year, a regional bank with branches across metro Atlanta, who was struggling with client churn. By using the CRN’s segmentation features, we were able to identify a group of high-value clients who hadn’t engaged with their email marketing in over 60 days. We then created a targeted campaign offering them exclusive benefits, which resulted in a 15% increase in engagement and a significant reduction in churn.
Acting on Your Segments
Once you’ve created your segments, you can take targeted actions. You can send personalized email campaigns, assign tasks to your team, or even trigger automated workflows. The key is to use your segments to deliver the right message to the right client at the right time.
Step 3: Automating Client Communication with Workflows
Setting Up Automated Workflows
The CRN’s workflow automation features can save you a ton of time and effort. To create a workflow, click on the “Workflows” tab and then click “Create Workflow”. You’ll be presented with a range of templates, or you can start from scratch.
Expected Outcome: Reduced manual tasks, improved client communication, and increased efficiency. A well-designed workflow can automate everything from onboarding new clients to sending thank-you notes after project completion.
Triggering Workflows Based on Client Milestones
Let’s say you want to send a personalized thank-you email to clients after they complete a project. Select the “Project Completion” trigger. Then, add the actions you want to take. For example, you could send an email, create a task for your account manager to follow up, and update the client’s status in the CRM.
Pro Tip: Use personalization tokens to make your emails feel more personal. You can insert the client’s name, company name, project name, and other relevant information into your emails.
Want to learn more about how to future-proof your marketing strategy? Consider the role of AI and data in automating key client communication.
Monitoring Workflow Performance
It’s important to monitor the performance of your workflows to make sure they’re achieving the desired results. The CRN provides detailed analytics on workflow performance, including email open rates, click-through rates, and conversion rates. Use this data to identify areas for improvement and optimize your workflows over time.
A recent IAB report found that companies using marketing automation saw a 20% increase in sales leads. That’s a significant boost, and the CRN’s workflow features can help you achieve similar results.
Step 4: Managing Client Health Scores
Understanding Client Health Scores
The CRN automatically calculates a Client Health Score for each client, based on a range of factors like engagement, satisfaction, and payment history. This score provides a quick snapshot of the overall health of your client relationships. You can find the Client Health Score on each client’s profile page.
Learn how to read your customer’s mind by leveraging in-depth profiles and data to understand their needs and predict potential churn.
Customizing Health Score Criteria
The default health score criteria may not be relevant to your specific business. That’s why the CRN allows you to customize the criteria. To do this, go to Settings > Clients > Health Scores. Here, you can add, remove, or modify the criteria used to calculate the health score.
Here’s what nobody tells you: Don’t rely solely on the Client Health Score. It’s a useful indicator, but it’s not a substitute for direct communication and personal relationships. Use the health score as a starting point for further investigation and action.
Taking Action Based on Health Scores
If a client has a low health score, it’s a sign that something is wrong. It could be that they’re unhappy with your services, they’re not seeing the results they expected, or they’re simply not engaged. Whatever the reason, it’s important to take action quickly. Reach out to the client, listen to their concerns, and offer solutions. Sometimes, a simple conversation can be enough to turn things around.
We ran into this exact issue at my previous firm, a marketing agency specializing in social media management. One of our largest clients, a local chain of pharmacies, saw their health score plummet. We quickly scheduled a meeting with them to understand their concerns. It turned out that they were unhappy with the performance of their Facebook ads. We adjusted our strategy, improved the ad performance, and the client’s health score quickly rebounded.
Step 5: Analyzing Client Relationship Data
Accessing Client Relationship Reports
The CRN provides a range of reports that can help you analyze your client relationships. To access these reports, click on the “Reports” tab. You’ll find reports on client retention, client satisfaction, client engagement, and more.
Common Mistake: Ignoring the data. The CRN provides a wealth of information about your client relationships, but it’s only valuable if you actually use it. Make it a habit to review the reports regularly and identify trends and opportunities.
Creating Custom Reports
If the pre-built reports don’t meet your needs, you can create your own custom reports. Click on “Create Custom Report” and select the metrics and dimensions you want to include. For example, you could create a report showing the relationship between client health score and revenue.
According to Nielsen data, companies that use data-driven insights are 60% more likely to exceed their revenue goals. The CRN’s reporting features can help you become a data-driven organization and achieve your business objectives.
Ultimately, happy clients are the key to business success; make sure you’re focusing on the right skills to keep them satisfied.
Using Data to Improve Client Relationships
The ultimate goal of analyzing client relationship data is to improve your client relationships. Use the data to identify areas where you can improve your services, communication, and overall client experience. By continuously monitoring and improving your client relationships, you can increase client retention, drive revenue growth, and build a sustainable business.
The Client Relationship Navigator within HubSpot’s Marketing Hub Professional offers a powerful and integrated solution for and managing client relationships, particularly for specializations like management consulting and marketing. By leveraging its segmentation, automation, and reporting capabilities, you can gain a deeper understanding of your clients, improve communication, and drive better results. Stop reacting and start proactively nurturing your client relationships.
How do I import my existing client data into the Client Relationship Navigator?
From the Contacts > Clients section, click the “Import” button in the top right corner. You can upload a CSV file containing your client data. Make sure your file includes key fields like name, company, email address, and contract value. HubSpot will guide you through the process of mapping your data to the correct fields.
Can I integrate the Client Relationship Navigator with other tools I use?
Yes, the CRN integrates with a wide range of tools, including Salesforce, Zoom, and Slack. You can find a list of available integrations in the HubSpot App Marketplace. To connect an integration, go to Settings > Integrations and select the tool you want to connect.
How often should I review my client health scores?
We recommend reviewing your client health scores at least monthly. This will allow you to identify potential issues early and take proactive action to address them.
What if a client doesn’t have an email address? Can I still track their engagement?
Yes, you can still track their engagement by manually logging calls, meetings, and other interactions in their client profile. You can also use HubSpot’s offline conversion tracking feature to track offline interactions like in-person meetings and phone calls.
Is the Client Relationship Navigator available in all versions of HubSpot?
No, the Client Relationship Navigator is only available in HubSpot Marketing Hub Professional and Enterprise.
Don’t just track client data; use it. Start with the segmentation features in the CRN to identify one group of clients needing immediate attention. Dedicate the next week to proactively engaging with that segment and watch your relationships—and your bottom line—improve.
