5 Critical HubSpot Data Architecture Best Practices

Want to supercharge your HubSpot CRM? Here are 5 key data practices you need to know:

1. Set up clear object links
2. Use consistent property names
3. Set data quality rules
4. Build custom objects that grow with you
5. Keep clear data records

Why this matters:

• 30% of sales are lost due to bad data
• Only 3% of companies have good quality data
• 80% struggle with data silos

A solid HubSpot setup helps you:

• Personalize customer experiences
• Track performance accurately
• Spot business trends
• Streamline customer processes

Let's break down each best practice:

1. Link objects properly: Connect data across your CRM to stop information getting stuck.

2. Name properties consistently: Use a system like "Category - Property Name" to keep things organized.

3. Set data quality rules: Create standards for data entry and do regular audits.

4. Make scalable custom objects: Design objects that can adapt as your business grows.

5. Maintain clear data records: Keep a central guide explaining your data structure.

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1. Set Up Clear Object Links

Creating clear object links in HubSpot can turn your CRM into a powerhouse of interconnected information. It's key to stopping data silos and boosting data flow.

Why? Because data silos are a real pain. They waste time and mess up your marketing. In fact, 80% of companies struggle with them, and marketing teams can lose 2.4 hours a day just hunting for data.

So, how do you set up these links in HubSpot? Let's break it down:

Use Custom Objects

Custom Objects let you make data structures that fit your business. When you set one up, focus on linking it to Contact objects in a one-to-many way. This keeps your data flexible as you grow.

Take Advantage of Automatic Associations

HubSpot does some of the work for you. It automatically links custom objects to things like emails, tasks, and notes. This saves time and helps catch important connections.

Want to check what's already linked? Use this API endpoint:

POST https://api.hubapi.com/crm/v3/schemas/{objectType}/associations

Link Same-Type Objects

You can connect objects of the same type in HubSpot. For example:

• Contacts to contacts (like managers to employees)
• Deals to deals (like upsell chances)
• Companies to companies (like parent companies to subsidiaries)

This is great for mapping out complex business relationships. As one HubSpot user put it:

"Linking companies as competitors, customers, and partners has changed how we see our business ecosystem."

Make Custom Association Labels

If you're a super admin, you can create up to 50 custom labels for each object pair. These labels add context to your links, making relationships easier to understand at a glance.

For example:

• Label a contact as "Decision Maker" for one company and "Billing Contact" for another
• Mark one company location as "Headquarters" and another as "Regional Office"

Use Labels in Workflows

Once you've set up your labels, use them in your HubSpot workflows, lists, and reports. This lets you create more detailed automation and reporting based on specific relationship types.

2. Use Consistent Property Names

Consistent property naming isn't just about tidiness. It's the backbone of a powerful, scalable HubSpot data system.

Why does it matter? Simple: a well-organized database is easier to use, understand, and maintain. It's like a toolbox where everything has its place.

Here's the kicker: HubSpot makes custom properties available on every contact record once created. So your naming choices? They impact your entire system.

Let's break down how to nail your property naming:

1. Create clear categories

Group your properties logically. OT:OT, a HubSpot specialist, suggests groups like "Synx Custom Properties" or "Synx Sales Information".

2. Use a consistent format

Stick to a pattern. "Category – Property Name" works well. For example, "Preferences – Snack Type".

3. Be descriptive but concise

Your property names should be clear at a glance. "Contact_Email_OptInStatus" tells you exactly what it's about.

4. Include relevant identifiers

For campaign or product-specific properties, add identifiers. It helps with tracking and reporting.

5. Consider the customer journey

If it fits, include identifiers for the customer experience (CX) journey stage. It's gold for journey mapping and personalized comms.

Here's how this looks in the real world:

By using these naming conventions, you're not just organizing data. You're setting the stage for more effective marketing, sales, and customer service.

"The goal of this task is not to make things unnecessarily complicated. Our goal is to have names that are clear and consistent." - Jerusha Gray, field expert

The key? Consistency. Once you set your naming convention, stick to it across all assets in your HubSpot portal. It'll make your data more accessible, your reporting more accurate, and your team more efficient.

3. Set Data Quality Rules

Clean, accurate HubSpot data is key for smart decisions and effective campaigns. Here's how to set up data quality rules that keep your database in top shape:

Data quality isn't just about correctness. It's about having info that helps your team hit its goals. As one expert puts it:

"The quality of your data is defined by how well it helps your team meet its goals."

So, how do you keep your HubSpot data top-notch? Let's break it down:

Implement Validation Rules

HubSpot's new validation rules for properties are a game-changer. They stop bad data from getting in. You could set rules to:

• Make sure phone numbers follow a specific format
• Ensure email addresses always have an "@" symbol

To use validation rules:

1. Get super admin permissions
2. Join the Property Validations beta
3. Set up rules for custom text and number properties

Set Clear Data Entry Standards

Make guidelines for your team to follow when entering data. This could include:

• Using MM/DD/YYYY for dates
• Rules for capitalizing company names
• Must-fill fields for each record type

Standardizing data input cuts down on errors and makes future clean-ups easier.

Do Regular Data Audits

Check your data on a schedule - monthly, quarterly, or yearly. Look for:

• Duplicate entries
• Missing info
• Old data
• Inconsistent formatting

HubSpot's Data Quality Command Center can help with these audits. It lets you track specific properties and see updates.

Use AI Tools

Try HubSpot's AI-powered duplicate management tool. It can spot and suggest merging or deleting duplicate records. This saves tons of manual work.

Train Your Team

Even the best rules won't help if your team doesn't know them. Hold regular training sessions on:

• How bad data hurts your business
• Best ways to enter and maintain data
• Using HubSpot's built-in data management tools

Remember, keeping data clean is ongoing work. As a HubSpot pro says:

"By regularly cleansing your data in HubSpot, you can maintain a clean and reliable database that serves as a foundation for successful marketing and sales strategies."

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4. Build Custom Objects That Grow With You

Custom objects in HubSpot let you tailor your CRM to fit your business like a glove. They're not just fancy add-ons; they're the building blocks of your future data empire.

Here's how to create custom objects that'll grow with your business:

Know your "why"

Before you start, nail down why you need this custom object. How will it keep everyone on the same page? A software company might create a "Product Usage" object to track how customers use different features over time.

Get everyone involved

Don't go solo on this. Bring in sales, marketing, customer success – the whole gang. They'll all use this data differently, and you want to make sure it works for everyone.

Map out its journey

Unlike the never-ending customer flywheel, your custom object might have a start and finish. Think about an "Course Enrollment" object: it goes from "Registered" to "In Progress" to "Completed." Knowing this helps you set it up right.

Pick a name that'll stick

Don't tie yourself to today's lingo. Go for names that'll make sense no matter what. "Customer Feedback" beats "CS Survey Responses" any day of the week.

Leave room to grow

When you're setting up properties, think beyond what you need right now. For a "Project" object, you might add a "Related Products" field, even if you're not using it yet. Future you will thank you.

Connect the dots

Link your custom object to HubSpot's standard objects like contacts or deals. It's like creating a web of data that'll give you super-powered insights. A "Warranty" object could connect to both the customer and the product they bought.

Think about reporting

How will you want to slice and dice this data down the road? Add properties that'll make future reports a breeze. For an "Equipment Rental" object, fields like rental duration and equipment type could be gold for analysis later on.

Start small, dream big

You don't need to build the perfect custom object right out of the gate. Start with the basics, but design it so you can easily add on later. As one HubSpot pro puts it:

"Custom objects give enterprises that extra bit of flexibility to more clearly mold their HubSpot portal to their existing business processes and needs."

Just remember, custom objects come with Enterprise-level HubSpot subscriptions. It's a bit of an investment (starting at $1,200/month for some hubs), but you get to create up to 10 custom objects. That's a lot of power to shape your data exactly how you want it.

5. Keep Clear Data Records

Clear data records in HubSpot aren't just about being tidy. They're about making your team more effective and your business processes run smoother. When everyone knows how the data is structured, they can use the system better.

Here's how to keep your HubSpot data records clear:

Create a Central Data Dictionary

Build a data dictionary that explains everything about your HubSpot setup. Include:

• What custom objects and properties mean
• How different data points connect
• Rules for adding and updating data

You can use HubSpot's dataset feature to keep this info right in the platform. Just go to Data Management > Datasets.

Use a Naming System

Come up with a clear way to name everything in HubSpot:

• Properties
• Workflows
• Lists
• Reports
• Custom objects

This helps people find and understand data quickly. For example, you could name things like this: "[Object Type] - [Category] - [Specific Name]".

Clean Up Regularly

Set times to check and clean your data. This helps catch problems early. Caroline German from Kinnek says:

"Insycle makes updating our data and keeping it clean so much easier, I don't think I could live without it now!"

Tools like Insycle can do a lot of this work for you automatically.

Train Your Team

Your data is only as good as the people handling it. Have training sessions to cover:

• Why good data matters for the business
• How to add and update data correctly
• How to use HubSpot's data tools

The DevriX Marketing Team puts it well:

"Training is essential to ensure that everyone who interacts with your HubSpot data understands the importance of data hygiene and how to maintain it."

Use HubSpot's Object Library

HubSpot's Object Library and Data Model Templates can help you manage your data structure. They can:

• Save you time setting up
• Help teams work together better
• Grow with your business

These templates give you a starting point. You can then change them to fit what your business needs.

Conclusion

A solid HubSpot data setup is key for getting the most out of your CRM and boosting your business. Let's go over the five main things you need to do:

1. Link your objects properly

This stops data from getting stuck in different places. It helps information flow better in your company. Did you know 80% of businesses have trouble with isolated data? This can waste up to 2.4 hours of your marketing team's day just looking for info.

2. Name your properties consistently

A neat database is easier to use and keep up. Try using a simple naming system like "Category – Property Name" to keep things organized.

3. Set rules for data quality

Only 3% of companies have data that's actually good quality. So, it's super important to set up rules to check your data and do regular reviews.

4. Make custom objects that can grow

These let you shape your CRM to fit your business. They give you room to change as your company gets bigger.

5. Keep clear records of your data

Have a main list that explains all your data. Use the same naming system everywhere. This helps everyone understand and use your HubSpot setup.

Want to put these ideas into action? Check out SmartBug's HubSpot Implementation Checklist. It's free and gives you a timeline, things to do, and helpful info to set up HubSpot the right way.

"When you plan out how to manage your data in HubSpot, you're setting yourself up for smooth sailing, smart choices, and steady growth in your business."

Don't forget, managing your data well is something you need to keep working on. Take a look at your HubSpot setup now and then to make sure it's still doing what your business needs.

By sticking to these best practices, you're not just organizing data. You're building a strong base for understanding your customers, making your work smoother, and using data to make smart choices.

What's next? Share this checklist with your team and start using these best practices. Your future self (and your data) will be glad you did.

FAQs

Which tool enables you to visualize your objects and their relationships in HubSpot?

HubSpot's Data Model Overview is your go-to for seeing how your objects and relationships fit together. Launched in January 2023, it's like a map of your HubSpot data world.

Want to check it out? Here's how:

1. Log into HubSpot
2. Go to Data Management > Data Model
3. Look at the graph view (it shows all objects and activities by default)

What's cool about the Data Model Overview?

It's like X-ray vision for your CRM. You can see how everything connects, from contacts to deals to custom objects. For Enterprise users, it's even better - you can create custom objects right there in the overview.

INSIDEA, a HubSpot pro, puts it this way:

"The Data Model Overview gives a holistic view of your CRM's different records or objects and their usage."

This tool is a game-changer if you're moving from an old-school CRM to a more modern setup. It helps you organize your data, understand your customers better, and make smarter business moves.