Define what each state means before you configure it

Before you configure Customer States, answer a question first. Ryan Ginsberg said you can hook usage up with custom events or marketing events (custom events are how HubSpot records things that happen outside it, like usage), and then he said it comes down to a foundation: "what does it mean when they're in onboarding and what does it mean when we're declining usage? So all of those things need to be defined first, and then we can come into the configuration and get this hooked up in an actual intentional and strategic way."