Tailoring your HubSpot CRM to meet the unique needs of your business is crucial. HubSpot understands this and with its Enterprise Tier offers a powerful feature: Custom Objects.
If you're looking to manage data that doesn't fit neatly into standard objects like Contacts, Companies, Deals or Tickets, then Custom Objects might be the solution you need.
What Are Custom Objects?
Custom Objects in HubSpot allow you to create unique objects tailored specifically to your business processes. These objects enable you to store, associate and manage information that standard HubSpot objects and properties can't accommodate. With the Enterprise Tier, you get up to 10 Custom Objects, each capable of housing up to 1,000,000 records.
Custom Objects behave like any default object in HubSpot, but know that certain HubSpot features only work with specific objects. For example, marketing emails and ads can only target Contacts, not Custom Objects. Custom Objects can have:
- Custom properties: Define properties unique to your Custom Objects.
- Associations: Custom Objects can be associated with standard HubSpot objects and other Custom Objects, enabling complex data relationships.
- Automation: Use workflows with Custom Objects to automate processes and tasks based on Custom Object data.
- Reporting: Include Custom Objects in HubSpot reports, connecting them to other object’s data for comprehensive analysis.
- APIs: Custom Objects are accessible via HubSpot's APIs, allowing for advanced integrations and custom app development.
Creating a Custom Object is now easier than ever thanks to HubSpot's intuitive wizard. You no longer need to delve into developer documentation to build your object schema—AKA no coding necessary!
When to Use Custom Objects
While Custom Objects offer a high degree of flexibility, they are not always necessary for every organization. The best use cases for creating Custom Objects are really when standard objects can’t sufficiently store and segment all of your data, or when your business processes require specific and special associations that are difficult to establish with existing objects.
Some examples of Custom Object applications to get your gears turning include:
- Associating multiple, unique software license keys to several end users, resellers or distributors.
- Tracking the number of referrals from evangelist customers and partners.
- Associating your clients to their end users in a more detailed manner than standard objects allow.
Strategic Considerations
Creating a Custom Object is straightforward, but strategic planning is essential. Here are some critical questions to guide your decision:
- Do you need to store data that doesn’t already exist in standard objects? Review HubSpot's default objects and properties. If your data fits, a Custom Object may not be necessary.
- Do you need data to associate uniquely? Assess if HubSpot's existing associations meet your needs. If not, a Custom Object might be required.
- Are you hoping to use existing features with your unique data? Ensure that your desired features can interact with Custom Object data.
- How will the Custom Object relate to other objects? Ensure that your data relationships are clear and logical, and evaluate if a standard object can fulfill your needs with custom properties. If there are overlaps or inconsistencies with other objects, you might run into trouble.
- Are there other Enterprise features that appeal to your organization? Consider the cost and ensure it aligns with your budget and needs. Make sure to evaluate if other Enterprise tier features justify the investment—features vary between hubs, so consider if other marketing, sales or service upgrades fit your needs better.
For further considerations, check out our decision guide.
