Your HubSpot Data Architecture Questions Answered

HubSpot's data architecture organises customer info around 4 main objects:

1. Contacts
2. Companies
3. Deals
4. Tickets

Key points about HubSpot's data setup:

• Objects connect to give a full view of customer relationships
• Custom objects let you track industry-specific data
• Data quality is crucial - 30% of sales are lost due to bad data
• Only Enterprise users can create custom objects
• API integrations help keep data synced across platforms

To get the most from HubSpot:

1. Plan your data structure carefully
2. Use standard objects when possible, custom when needed
3. Set up clear object relationships
4. Clean and organise data regularly
5. Watch out for common issues like misaligned associations

As your business grows, keep an eye on data storage limits and search speed. Regular audits and smart organisation will help HubSpot scale with you.

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HubSpot Data Architecture Basics

HubSpot's data architecture is the secret sauce behind its CRM system. Let's break it down so you can squeeze every drop of value from your customer data.

How HubSpot Organises Data

Think of HubSpot's data structure like a fancy filing cabinet. You've got objects (the drawers), records (the files), and properties (the info on each file).

The four main drawers in this cabinet are:

• Contacts
• Companies
• Deals
• Tickets

Each file in these drawers is a record. So, John Doe would be one file in the Contacts drawer. The info on his file? Those are the properties - stuff like name, email, and phone number.

This setup lets you see the big picture of your business relationships. John Doe's file might be linked to Acme Corp's file in the Companies drawer. If John places an order, that info goes in the Deals drawer, connected to both John and Acme Corp.

Standard vs Custom Objects

HubSpot knows one size doesn't fit all. That's why they've got standard objects and custom objects.

Standard objects are like the pre-installed apps on your phone. They're ready to go and cover the basics: contacts, companies, deals, and tickets.

Custom objects? They're the apps you download to make your phone truly yours. They let you track industry-specific info that doesn't fit in the standard drawers.

Imagine you run a vet clinic. You might create a custom "Pets" object to keep tabs on your furry patients. You could track things like species, breed, and vaccination history. Each pet file would be linked to its owner's contact file.

How Data Objects Connect

Here's where the magic happens. HubSpot's objects don't just sit in isolation - they talk to each other. These connections, or associations, give you a 360-degree view of your business relationships.

It works like this:

1. Contact-Company Connection

When you create a contact file, you can link it to a company file. This lets you see all the people associated with a particular business.

2. Deal Connections

Deals can be linked to both contacts and companies. It's like seeing the whole story behind a business opportunity.

3. Ticket Connections

Support tickets can be tied to contacts, companies, and even deals. It's a complete picture of your customer interactions.

4. Custom Object Connections

Your custom objects can play nice with standard objects and other custom objects. It's like creating your own personalised data ecosystem.

These connections open up a world of possibilities for reporting and automation. Imagine automatically flagging any support ticket from a company with a big deal in the pipeline. That's the power of connected data.

"Getting your head around CRM data models is like finding the key to a treasure chest of business insights." - HubSpot Data Guru

Planning Your Data Setup

Setting up your HubSpot data architecture isn't just dumping info into the system. It's about creating a structure that works for your business. Let's look at how to plan your data setup effectively.

Standard vs Custom Objects

HubSpot's standard objects (contacts, companies, deals, and tickets) work for many businesses. But sometimes, you need more.

OT:OT, a SaaS company specialising in HubSpot data modeling, has seen how custom objects can transform a business's data strategy. They worked with a vet clinic that created a custom "Pets" object. This let them link multiple pets to one owner, giving a fuller view of their client base.

When choosing between standard and custom objects, ask yourself:

• Does your data fit HubSpot's standard categories?
• Do you need to track industry-specific info?
• Are you dealing with complex, one-to-many relationships?

If you answered yes to the last two, custom objects might be your best bet.

Data Field Types and Limits

HubSpot offers various field types to capture different data. Here's a quick look at some key options:

Keep in mind, some field types have limits. For example, Professional accounts can have 1 "Score" property, while Enterprise accounts get 25.

Object Relationships Tips

Creating good relationships between your objects is key for a working CRM. Here are some tips:

1. Map out your data flow

Before you start, sketch how info should move between objects. This helps spot potential issues or redundancies.

2. Use associations wisely

HubSpot lets you connect objects, like linking a contact to a company. Use these to create a full view of your data.

3. Keep it simple

It's tempting to create complex webs of relationships, but don't. Too many connections can slow your system and make it hard to manage.

4. Think about growth

As your business grows, so will your data needs. Design your object relationships with the future in mind.

5. Review and adjust

Your data needs will change. Set aside time to review your setup and make changes as needed.

Setting Up Custom Objects

Custom objects in HubSpot let you tailor your data setup to fit your business. Here's how to set them up:

Before You Start

Think about these things first:

1. Do you really need it?

Make sure your data doesn't fit into HubSpot's standard objects.

2. Plan it out

Figure out how your custom object will connect to other HubSpot objects.

3. Check your subscription

Custom objects are only for Enterprise users. There are great seat-based pricing now which make it far more affordable that they originally were. 

4. Got the right permissions?

You need "custom objects" access and either "edit property permissions" or super admin status.

Creating Object Properties

Ready to make your custom object? Here's what to do:

1. Go to Settings > Objects in HubSpot
2. Click "Create custom object"
3. Give it a name, description, and unique ID
4. Add properties like:
   • Single-line text (e.g., product name)
   • Date picker (e.g., warranty end date)
   • Dropdown select (e.g., subscription level)
5. Link it to other objects like contacts or companies

"HubSpot's custom objects can be a game-changer for companies tracking unique data not covered in the basic CRM."

Connecting Objects: The Rules

When linking custom objects to other data, remember:

1. Keep relationships clear
2. Don't overcomplicate things
3. Think about future growth
4. Use two-way connections for better reporting
5. Test everything before you go live

OT:OT, a HubSpot data modeling company, says smart custom object design can transform your data strategy. They've seen clients create objects that perfectly match their business models.

Here's an example: A software company might make a "Subscription" custom object like this:

This setup helps track each customer's subscription journey, making it easier to run targeted renewal campaigns and personalised upsell offers.

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Moving and Connecting Data

Let's talk about moving and connecting data in HubSpot. It's a big deal if you want to get the most out of the platform. We'll cover how to move your old data into HubSpot and how to link it with other tools you're using.

Moving from Old Systems

Moving your data to HubSpot isn't just a copy-paste job. You need to plan it out:

1. Clean Up Your Data

   First things first: clean up your data. Get rid of duplicates, old stuff, and anything you don't need. It's like decluttering before you move houses.

2. Match Your Fields

   Look at HubSpot's default fields and see how they match up with your current data. It's easier than creating a bunch of custom fields.

3. Take It Slow

   If you've got a ton of data, don't dump it all in at once. Start with a small batch, make sure it looks good, then do the rest.

Here's what Richard Steinmetz, a HubSpot developer, says:

"For one-off migrations, it may be enough to create a script that gets the data from the original source, potentially cleans and transforms it, and finally ingests it into HubSpot."

Connecting Through APIs

HubSpot's API is your friend when it comes to connecting with other tools. Here's the scoop:

1. Log In Securely

   HubSpot ditched API Keys in late 2022. Now you need to use OAuth or private app tokens to connect.

2. Watch Your Limits

   HubSpot has limits on how often you can use the API. Stay within these limits to keep everything running smoothly.

3. Check Your Data

   Make sure your data is in the right format before you send it to HubSpot. It'll save you headaches later.

Keeping Data Updated

Once your data's in HubSpot, you need to keep it fresh. Here's how:

1. Sync Continuously

   Use HubSpot's sync tool to keep your data up-to-date across systems. It works with 30 different integrations.

2. Use Webhooks

   Set up webhooks to get a heads-up when data changes in HubSpot. It helps keep everything in sync.

3. Check Regularly

   Schedule regular check-ups on your data to catch and fix any issues.

Taimoor from Sellics had this to say:

"With Operations Hub, you have the complete databases in sync from day one, including historical data. It was very easy and intuitive to configure."

Fixing Common Problems

Even with careful planning, HubSpot users often run into data issues. Let's look at some common problems and how to fix them.

Object Connection Issues

Connecting objects right is key for HubSpot to work well. Here are two big challenges:

1. Misaligned Associations

Objects sometimes don't link up as they should. This can happen when you import data or set up custom objects.

To fix this, check your object relationships again. Make sure you've mapped your processes to HubSpot's data model correctly. OT:OT, a HubSpot data pro, says:

"Clean up your data before you move it. This helps avoid connection issues."

2. Duplicate Records

Duplicate data can mess up your reports and customer interactions.

Use HubSpot's tools to merge duplicate records. For trickier cases, try using Operations Hub to set up workflows that find and merge duplicates on their own.

Property Setup Issues

Setting up properties right is crucial for organising your data. Here are two common property problems:

1. Missing Required Properties

When you create custom objects or import data, you might get errors because required properties are missing.

To fix this, create a sample object in HubSpot by hand. This shows you all the required properties. Make sure these are in your import file and mapped correctly.

2. Incorrect Property Types

Using the wrong property type can lead to data mix-ups and import errors.

Check your property settings often. If you spot issues, you might need to make a new property with the right type and move the data over.

Data Transfer Problems

Moving data in and out of HubSpot can be tricky. Here are some common transfer issues:

1. Import Errors

HubSpot checks the first 1000 rows of an import file for errors. You might see things like "association label not found" or "could not parse date".

To fix these:

• For association label errors, make sure the label is in HubSpot before you import.
• For date parsing errors, check that your dates are in the right format.

2. API Integration Issues

When using HubSpot's API to move data, you might hit authentication or rate limit snags.

Remember, HubSpot switched from API Keys to OAuth or private app tokens in late 2022. If you're having trouble, check how you're authenticating and make sure you're within the API rate limits.

3. Sync Errors with Other Platforms

Integration problems, especially with platforms like Salesforce, can cause data mismatches.

Lauren Ryan, a HubSpot integration expert, says:

"Stay on top of your integration's errors. It'll save you headaches and keep everything running smooth."

Check your integration logs regularly and fix any sync errors quickly to keep your data consistent across platforms.

Speed and Growth

Your business is growing. Your data is growing. And you need HubSpot to keep up.

Let's talk about managing this growth while keeping things running smoothly.

Data Storage Limits

HubSpot gives you a lot of storage, but it's not endless. Here's what you get:

• Free users: Up to 1,000,000 contacts
• Each record type (contact, company, deal): 1 million records max

That's a lot, but fast-growing businesses can hit these limits. Keep an eye on your data with regular audits.

"Know your limits. Then push them." - Anonymous

To keep your data in check:

• Ditch old, useless data regularly
• Clean and standardise your data
• Use custom properties for specific, important info
• Create targeted lists for smarter marketing

Speeding Up Data Searches

More data = slower searches. Unless you're smart about it. Try these:

1. Organise your data structure

Use HubSpot objects the right way. Good organisation = faster system = easier to find stuff.

2. Name things clearly

Use standard names for properties, lists, and workflows. It's like labeling your kitchen cabinets - you'll find what you need faster.

3. Master HubSpot's search tools

Learn the advanced search options. Filters, saved searches, custom views - they're your new best friends.

4. Clean house regularly

Do database audits. Kill duplicates, update old info, archive stuff you don't need.

Planning for Growth

Your HubSpot needs to grow with you. Here's how to prep:

1. Build a scalable data structure

Think big from the start. OT:OT, a HubSpot data modeling pro, says flexibility is key.

2. Set data rules

Create clear standards for data entry. It keeps things clean as your team grows.

3. Automate

Use HubSpot workflows to manage data automatically. It's like having a robot assistant for data quality.

4. Watch your speed

Check HubSpot's performance regularly. If it's slowing down, it might be time to optimise or upgrade.

5. Think about connections

Plan for integrations early. It'll make connecting HubSpot to other tools way easier down the road.

Conclusion

Let's wrap up what we've learned about HubSpot's data architecture. It's a big deal for businesses that want to get the most out of their customer data.

Here's a quick rundown of the main points:

1. Data Quality Matters

Bad data is a real problem. It can cost you sales and mess up your decision-making. In fact, 30% of sales are lost because of bad data. And get this: only 3% of organisations have data that meets basic quality standards. Yikes!

2. Make It Your Own

HubSpot lets you customise your data setup. You can create custom objects and fields to capture the exact info you need. This means you can track your customer journey in a way that makes sense for your business.

3. Connect and Automate

HubSpot plays nice with other tools. You can use its API to connect different systems and keep your data consistent. Plus, HubSpot's automation tools can help keep your data clean and reduce human errors.

4. Think Big

As your business grows, your data will too. Plan for this from the start. Set up a flexible data structure, create clear rules for managing data, and keep an eye on things as you go.

5. Always Improve

Managing your data isn't a "set it and forget it" kind of thing. You need to check on it regularly, clean it up, and make it better over time.

Now, HubSpot gives you great tools for managing your data. But let's be real - it can get complicated. That's where experts come in handy. Companies like OT:OT know HubSpot inside and out. They can help you set things up right and get the most out of your customer data.

Here's what Horseshoe & Co. says about it:

"Without the right HubSpot partner, you might feel overwhelmed, uncertain, or just plain doubtful about your CRM investment."

Working with HubSpot experts can save you from common mistakes and help you get more value from HubSpot. They can help with everything from moving your data to HubSpot to keeping it running smoothly.

FAQs

How do objects organise your HubSpot data?

Objects in HubSpot are the backbone of your CRM data structure. They're like containers that hold and connect different types of information about your business relationships and processes.

Think of objects as building blocks. You've got your standard blocks - contacts, companies, deals, and tickets. These cover the basics. But if you need something special, you can create custom blocks (or objects) to fit your unique needs.

Here's the cool part: these blocks can connect to each other. So, a contact (like Lorelai Gilmore) can link up with a company (The Dragonfly Inn). This web of connections gives you a full picture of your business relationships.

Why does this matter? Let's say you update Lorelai's phone number. That change shows up everywhere her contact is linked. No more hunting around to update multiple records. It's all synced up automatically.

"Objects are created in order to store the information you need for your business." - HubSpot Custom Objects Guide

This object-based system lets you:

1. Shape your CRM to fit your business like a glove
2. Create laser-focused marketing campaigns
3. Pull insights from different data types
4. Set up automated workflows based on how objects connect

In short, objects in HubSpot help you keep your data organised, connected, and working for you.