HubSpot Custom Objects: When to deploy them to power your CRM

In HubSpot, two fundamental concepts determine how we organize information: objects and properties.

• Object: is an entity that represents a type of data within the CRM. For example, Contacts, Companies or any entity you want to model using a custom object.

• Property: is an attribute within an object that stores specific information about that object. For example, "Email" of a Contact or "Start Date" of a Contract.

Practical example:

• Object: "Course"

• Properties:

  • Course name → text

  • Duration → number of hours

  • Instructor → drop-down list

The object organizes the data, while the property describes each piece of data. This distinction is crucial when the business needs to manage complex relationships, multiple records and detailed reports.

What is a HubSpot Custom Object?

A HubSpot Custom Object is a type of entity you can create to reflect information specific to your business that doesn't fit into standard objects.

Key features:

• Works just like native objects: can be integrated into workflows, reports and associations.

• Allows modeling complex relationships, such as "one-to-many" or "many-to-many".

• It is ideal for businesses that handle unique data or specific processes.

Concrete examples:

• Education: courses → properties: name, duration, instructor; associated students.

• Consulting: Contracts → properties: start date, amount, status; associated with clients and projects.

• Logistics: Vehicles → properties: license plate, type, location; associated with routes and drivers.

• Events: Conferences → properties: name, date, location; associated with attendees and sponsors.

What is a Property in HubSpot and how does it relate to Objects?

A property is a field within an object that stores specific information about that entity.

Common property types:

• Text

• Number

• Date

• Drop-down list

Practical example:

• Object: "Course".

• Properties:

  • Course name: "Digital Marketing 101".

  • Duration: 40 hours

  • Instructor: "Ana Perez"

Each property answers the question, "What information do I want to store about this object?" Without properties, an object would just be an empty container with no useful information.

When to implement Custom Objects to Power Your CRM

A HubSpot Custom Object is not just an "extra" within the CRM: it is a strategic tool that allows you to structure complex data, automate processes and generate more accurate insights. Knowing when to implement them is key to avoid overloading the CRM or creating unnecessary structures.

1. When you need to model complex relationships

HubSpot's standard objects work well for direct information such as Contacts or Business. However, many companies handle more complex relationships:

• One-to-many: One customer may have multiple contracts.

• Many-to-many: One course can have multiple students, and one student can enroll in multiple courses.

Practical example:

• An educational company offers multiple courses. If you only use properties in Contacts, you would have to create multiple fields for each course, which leads to confusion and errors. With a custom "Course" object, each course record can be correctly associated with multiple students and their instructors, keeping the information organized and consistent.

2. When you want to automate processes based on your own business entities.

Custom objects allow your CRM to "understand" entities beyond Contacts or Business, and workflows to act on them automatically.

Practical example:

• A consultancy manages contracts that expire on different dates. With a custom object "Contract", you can create a workflow that sends automatic reminders to customers when a contract is about to expire, without the need to manually review each record.

3. When reports and analysis require more detailed information

If you need reports that combine multiple data or complex relationships, custom objects make this possible:

• You can filter and segment information based on the properties of a custom object.

• You can associate an object to other objects (Contacts, Companies, Business) and generate more accurate combined reports.

Practical example:

• A car dealership wants to report how many vehicles of each model are assigned to each salesperson and how many active maintenance contracts exist per customer. A custom object "Vehicle" with properties such as "Model", "License Plate" and "Status" allows this level of detail in reporting.

4. When you want to centralize information that was previously in spreadsheets or external systems.

Many companies store critical information outside of HubSpot, leading to duplication and loss of control. Custom objects allow you to centralize everything within the CRM:

• Reduces duplication errors.

• Facilitates relationship management and segmentation.

• Improves visibility into internal processes and key metrics.

Practical example:

• A marketing team manages corporate events with multiple sponsors, attendees and locations. Creating a custom "Event" object allows them to record all of this information in HubSpot, associate contacts and companies, and automate communications without relying on external spreadsheets.

5. When a custom object is NOT necessary

• If you only need to add additional fields to an existing object, such as an "Alternate Phone" or "Gender" in Contacts.

• If the information does not have complex relationships and can be handled by properties, lists or labels.

Best practices when designing custom objects

1. Map the data model: draw diagrams to visualize how objects are related.

2. Clear and consistent names: define singular and plural and add accurate descriptions.

3. Relevant properties: create only those needed for reports, filters or workflows.

4. Correct associations: link custom objects with Contacts, Companies or other objects according to your business model.

5. Sandbox testing: avoid errors in production by testing before implementing.

Conclusion

The difference between Object and Property is essential to get the most out of HubSpot:

• Object = entity → representsa type of information within the CRM.

• Property = attribute → describes that object's information.

HubSpot's custom objects allow you to reflect the real structure of your business, manage complex relationships, automate processes and generate accurate reports. Plan your model, sandbox test and document every decision for an efficient and scalable CRM.