Knowledge Base
Primary Interest
What each member or lead most wants from EO — used for content segmentation and event invitations.
Primary Interest captures the single thing each contact most wants from their EO experience. It's an EO-specific HubSpot custom property — not built into HubSpot out of the box — and it drives content segmentation, event invitations, and Forum matching.
The primary-interest values EO uses
- Personal Growth — leadership development, mindset, family.
- Business Scaling — operations, hiring, exits, growth strategy.
- Investing & Wealth — capital allocation, family office topics, alt-asset deep-dives.
- Industry Connections — peer benchmarking, partnerships, deal flow.
- Giving Back — philanthropy, mentorship, EO Accelerator volunteering.
- Not Specified — default until you've had a 1:1.
Why we don't allow multiple interests
HubSpot lets us model this as a multi-select. We deliberately don't. A single Primary Interest forces a clean segmentation and prevents every workflow from matching every member. If a contact is genuinely cross-cutting, log the secondary interests as a free-text note on the contact — Primary Interest stays the lead bucket.
Related pages
- Lifecycle Stage — broader bucket; every Primary Interest belongs to a Member or Lead.
- Tutorial: The 5-Stage Process — when Primary Interest gets captured in the rollout.