Maximise Efficiency with HubSpot Custom Objects for Your Business

HubSpot Custom Objects lets you go beyond standard CRM data, giving you full control over how you store and manage customer information. Instead of being limited to contacts, deals, and companies, you can create custom objects tailored to your business needs.

Need to track customer feedback, subscriptions, or support tickets? Custom objects make it easy to organise and access this data in HubSpot. You define the custom properties, associations, and workflows that fit your processes.

Unlike default CRM objects, custom objects allow sales reps, marketers, and service teams to manage unique business data efficiently. Whether you’re handling multiple deals, tracking specific customer interactions, or integrating with other tools, custom objects offer flexibility.

With the Marketing Hub, Sales Hub, and CMS Hub, you can display, report, and automate actions based on custom object data. It’s a powerful tool for businesses aiming for better organisation and insights.

What are HubSpot Custom Objects?

HubSpot Custom Objects gives you the freedom to store and manage data beyond the default CRM setup. They help businesses track unique information that standard objects—like contacts, deals, companies, and tickets—can’t cover.

Think of them as your CRM, customised to your needs. Whether you need to track subscriptions, customer feedback, or product usage, custom objects let you create the exact fields and properties required.

These objects integrate seamlessly with the HubSpot ecosystem, meaning they work with workflows, reports, automation, and marketing campaigns just like standard objects. You can build custom associations to connect them with existing data.

For example, if you run a membership-based service, you can create a custom object to track membership tiers and renewal dates. Your sales and marketing teams can then trigger personalised campaigns based on this data.

Custom objects aren’t just about storage—they provide control and flexibility. You decide how data is structured, displayed, and used across your HubSpot account.

They also help sales reps and customer support teams work smarter. By linking custom objects to contacts or companies, they get a complete view of a customer’s journey in one place.

Unlike rigid CRMs, HubSpot lets you create, edit, and delete custom objects as needed. This means you can adapt your CRM as your business grows and evolves.

They are especially useful for enterprise-level businesses that need complex data models. Instead of relying on workarounds, you can structure information exactly how you need.

With HubSpot Custom Objects, your CRM becomes a powerful tool for tracking, reporting, and automating processes unique to your business. Whether you’re in B2B SaaS, e-commerce, or services, they can help streamline operations.

You can also use them with Marketing Hub, Sales Hub, and CMS Hub to create more targeted campaigns and improve customer engagement.

Setting up custom objects requires some initial configuration, but once in place, they enhance your CRM’s functionality and improve team efficiency.

They act and function just like standard objects, so once set up, your team can interact with them naturally. Reports, dashboards, and workflows will pull in data seamlessly.

Ultimately, custom objects help businesses manage data in a way that makes sense. By tailoring HubSpot to fit your exact needs, you unlock better insights, smoother processes, and a more effective CRM experience.

Before working with custom objects, it’s important to have a strong foundation in HubSpot’s core features. HubSpot 101 covers the essential tools and functionalities that set the groundwork, making it easier to implement advanced features like custom objects effectively.

Creating Custom Objects in HubSpot

Custom objects help you track unique business data beyond standard CRM objects like contacts, deals, and tickets. They let you organise and manage specific relationships and processes that are important to your business.

You can define custom objects in the custom object settings within HubSpot or through the API. This includes setting up properties, associations, and pipelines to structure your data efficiently.

Once created, custom objects work seamlessly with HubSpot’s tools. You can use them in workflows, marketing emails, reports, and automation to create personalised experiences and streamline processes.

Before setting up custom objects, check your HubSpot subscription limits. The number of custom objects and properties available depends on your plan, which you can review in the HubSpot Products & Services catalog.

By leveraging custom objects, you can build a CRM tailored to your needs, ensuring better data management, insights, and automation.

Custom Object Properties and Associations

Custom properties in HubSpot allow you to store specific data relevant to your business. Unlike default properties, these are fully customisable, letting you track unique details that matter most to your operations.

Creating a custom property is simple. You define a label, choose a property type (text, number, date, dropdown, etc.), and decide how it integrates with your CRM. This helps structure data in a way that supports business insights and automation.

For example, if you’re a SaaS company, you might use a custom property to track subscription tiers. If you’re in e-commerce, you could store details about a customer’s last purchase or loyalty status.

Associations allow you to link custom objects with contacts, companies, deals, and tickets, ensuring your data remains connected and accessible. This enables sales, marketing, and support teams to have a full view of customer interactions.

For instance, if a company owns multiple locations, you can associate each location as a separate custom object while keeping them linked to the main company record. This makes tracking and reporting easier.

Custom object properties and associations also enhance reporting, automation, and workflows. You can trigger personalised marketing campaigns, automate tasks based on property values, and create custom reports for deeper insights.

By leveraging custom properties and associations effectively, businesses can build a highly tailored, data-driven CRM that improves efficiency, personalisation, and overall customer management.

Using Custom Objects in HubSpot

Custom objects in HubSpot allow businesses to track complex relationships beyond standard CRM objects. They are ideal for companies managing multiple locations, entities, or hierarchical structures.

For example, a real estate firm can use custom objects to track campuses, buildings, and individual units, ensuring all data is structured efficiently. This helps keep property details, tenants, and maintenance records organised.

Custom objects are especially useful for businesses that handle multi-layered customer interactions. A property management company can track tenant activities, lease agreements, and maintenance requests using custom objects.

They integrate seamlessly with HubSpot workflows, automation, and reporting. This means businesses can automate processes like lease renewals, tenant communications, and service requests.

Associating custom objects with contacts, companies, and deals ensures all relevant data is accessible in one place. Sales, marketing, and support teams can use this to personalise interactions.

For instance, if a university tracks campuses, buildings, and students, custom objects can map relationships between them. This ensures accurate reporting and better decision-making.

Custom objects also improve reporting capabilities. Businesses can analyse interactions, activity, and performance metrics across multiple entities, identifying trends and areas for improvement.

A construction company can use custom objects to track projects, suppliers, and materials, ensuring seamless project management within HubSpot.

By using custom objects effectively, companies can create a more structured, data-driven CRM that enhances operational efficiency and customer relationships.

Benefits of Using Custom Objects in HubSpot

• Track complex relationships between multiple entities like buildings, campuses, and units.

• Improve reporting and analytics by mapping interactions across different objects.

• Enhance automation and workflows for better process efficiency.

• Enable better segmentation and personalised communication with customers.

• Ensure all relevant data is accessible in one place for sales, marketing, and support teams.

• Support unique business models that require customised tracking and reporting.

• Integrate seamlessly with HubSpot tools like workflows, emails, and automation.

• Boost operational efficiency by keeping structured data within the CRM.

Common Use Cases for Custom Objects

Custom objects help businesses track the manufacturing and delivery process, ensuring smooth operations and real-time visibility into order status and fulfillment.

They are ideal for managing complex or high-value sales cycles, allowing businesses to monitor custom quotes, approvals, and negotiations in a structured way.

Companies can use custom objects to record agreements with manufacturers and link them to deals, contracts, and supply chain records for easy tracking.

Service-based businesses can organise warranties, licenses, and service details, ensuring that critical customer information is easily accessible for support teams and renewals.

Custom objects are perfect for mapping complex business structures, such as partnerships, multi-location franchises, and distribution networks, keeping all relationships well-documented.

They also allow businesses to collect and analyse customer feedback, linking insights directly to specific deals, companies, and support cases for improved decision-making.

Key Use Cases of Custom Objects

• Track manufacturing and delivery workflows efficiently.

• Monitor high-value products and complex sales cycles.

• Record and manage agreements with manufacturers.

• Store service information, warranties, and licenses.

• Map multi-location businesses and partnership structures.

• Link customer feedback with deals and companies for analysis.

• Improve reporting by centralising key business data.

• Enhance automation by connecting custom objects with workflows.

Best Practices for Implementing Custom Objects

Before creating a custom object, evaluate whether it’s the right fit for your business needs. Consider how it will impact data organisation and CRM efficiency.

Ask key questions like, “Is this object necessary?” and “Will it improve data accuracy and reporting?” to ensure it adds value.

Review your HubSpot data model to understand existing object relationships, associations, and potential overlaps with standard objects.

Consult your Customer Success Manager (CSM) or HubSpot expert to get guidance on structuring and implementing custom objects effectively.

Proper planning helps ensure custom objects enhance workflows, improve reporting, and align with business goals without adding unnecessary complexity.

Key Best Practices for Custom Objects

• Assess whether a custom object is necessary before creating it.

• Ensure it improves data quality, reporting, and business processes.

• Analyse your HubSpot data model to avoid redundant objects.

• Seek expert advice from your Customer Success Manager.

• Keep objects structured and organised for easy use.

• Test custom object functionality before full-scale implementation.

• Regularly review and update custom objects for optimal performance.

• Integrate them with workflows and automation for efficiency.

Troubleshooting Common Issues

If you're experiencing difficulties while creating a custom object, the first step is to check your HubSpot subscription limits. Some plans have restrictions on the number of custom objects and properties allowed.

Ensure you have a clear understanding of your business requirements and data structure before creating custom objects. Misalignment in data modeling can lead to inefficiencies and data confusion.

If you’re struggling to associate custom objects with other objects, double-check the property type. Incorrect property settings can prevent associations from working as expected.

Review your HubSpot object relationships to ensure they align with your intended workflows. If objects aren’t linking properly, reconfigure associations within the custom object settings.

For API-related custom objects, verify that API calls and permissions are correctly set up. Any discrepancies in API configurations can cause errors in object creation and data retrieval.

If issues persist, consult HubSpot’s support team or documentation for troubleshooting steps. Engaging with a HubSpot Solutions Partner can also provide expert guidance on complex issues.

Getting Started with Custom Objects

To get started with custom objects in HubSpot, first, ensure that you're a super admin with the necessary permissions to create custom objects. You can do this through HubSpot settings or by using the API for more advanced configurations.

Once you've created the custom object, the next step is to define the object’s properties, pipelines, and associations. This allows you to tailor the object to your specific business needs and integrate it into your existing CRM structure.

You can start using the custom object in HubSpot tools like marketing emails, workflows, and reports. This enables your team to leverage custom data within marketing campaigns and other HubSpot functionalities.

If you're unsure about the setup process or have complex requirements, consider reaching out to a HubSpot solutions partner. They can offer expert guidance to ensure your custom objects are implemented correctly and align with your business goals.

Conclusion

Custom objects are a powerful tool for businesses looking to customise their CRM and gain complete flexibility and control over their data. With the ability to tailor data structures to specific business needs, custom objects allow for deeper insights and more efficient workflows.

By following best practices and using custom objects effectively, businesses can streamline processes, improve data quality, and ultimately make data-driven decisions that drive growth and success.