Why every business needs at least one custom object (and more!)

Custom objects in CRM let you easily track and manage data beyond standard fields like Contacts or Deals. They’re perfect for businesses with unique processes, such as tracking event registrations, subscriptions, or shipping details. On HubSpot’s Enterprise plan, you can create up to 10 custom objects with 500,000 records each - at no extra cost. Here’s why they’re a game-changer:

• Tackle Complex Data Needs: Use custom objects to manage industry-specific workflows, like property listings or product specifications.
• Automate Workflows: Trigger actions like renewals or follow-ups based on custom object updates.
• Advanced Reporting: Combine data from standard and custom objects for deeper insights.
• Seamless Integration: Connect with HubSpot tools, CMS, and external platforms via APIs.

Quick Comparison:

Custom objects simplify complex workflows, improve data organisation, and scale with your business. Ready to set them up? Start by identifying your needs, defining object properties, and linking them to existing workflows.

HubSpot Custom Objects Crash Course for Beginners

Practical Applications of Custom Objects

Managing Subscription and Membership Data

Custom objects make handling subscriptions much easier for businesses. They can be used to track key metrics like usage patterns, renewal dates, and membership tiers. This creates a central hub for monitoring subscription health, automating renewals, and spotting opportunities to upsell.

With custom objects, businesses can efficiently oversee lifetime value, streamline renewals, and maintain a clear picture of subscription performance - all in one place.

Improving Order and Shipping Processes

Custom objects aren't just for subscriptions - they can also simplify order and shipping workflows. Instead of cluttering standard records with shipping details, businesses can set up dedicated shipping objects. These objects can store tracking numbers, delivery timelines, and carrier information, ensuring that customers stay informed about their orders.

By using custom shipping objects, businesses gain better tracking, detailed histories, and reporting capabilities that go beyond what standard tools can offer.

Simplifying Complex Sales Workflows

For companies with detailed sales processes, custom objects offer a way to handle multiple approval steps and specific implementation needs. For example, a software company selling to enterprise clients might use implementation objects to track technical requirements, stakeholder approvals, and integration milestones.

Custom objects allow sales teams to manage everything from configurations and approvals to technical details and cross-department progress.

Real-world examples include real estate agencies using custom objects to manage property listings and manufacturing companies tracking product specifications and order details. These objects work seamlessly with HubSpot's automation tools, enabling workflows that trigger actions based on changes in custom object properties.

For instance, when a new training record is added, automated workflows can update the company's training status, notify the right team members, and schedule follow-up tasks - all without manual effort. This level of automation ensures processes run smoothly, reduces admin work, and keeps data accurate across the CRM.

While these examples show how versatile custom objects can be, setting them up properly is crucial to getting the most out of them.

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Steps to Set Up Custom Objects in HubSpot

How to Create Custom Objects in HubSpot

To use custom objects in HubSpot, you'll need an Enterprise subscription. This plan allows up to 10 custom object definitions and 500,000 records per object. Once you've identified where custom objects can enhance your workflows, it's time to start building them.

Start by assessing your business requirements and mapping out your data structure. This step ensures your custom objects are designed to meet your needs and can grow alongside your business.

Here’s what you’ll need to do:

• Choose a descriptive object name that clearly represents the data it tracks.
• Set up properties (fields) to capture the most critical information.
• Define associations with standard or other custom objects.
• Customise display settings for lists and record views to make data easy to navigate.

When creating properties, focus on the most impactful data points. For instance, if you're building a training program object, important fields might include completion status, certification level, and expiration dates.

Using Custom Objects with HubSpot Features

Custom objects work hand-in-hand with HubSpot’s main tools, offering enhanced automation and reporting options.

• Marketing Automation: Use custom object data to create personalised campaigns. For example, you can set up automated emails to remind customers about upcoming subscription renewals.
• Reporting: Combine data from standard and custom objects to generate reports that provide deeper insights into your business.

Custom objects also integrate with HubSpot’s CMS, external APIs, and other tools, simplifying workflows and keeping your data in sync.

"Treat custom objects as an integrated part of your HubSpot system, not an isolated feature", says OT:OT's strategic advisory team. "The key is to align them with your standard objects and existing workflows to build a unified data structure."

Once your custom objects are ready, you can take things further by tapping into HubSpot’s advanced features to maximise their potential.

Advanced Uses and Tips for Scaling with Custom Objects

Using Custom Objects for Automated Workflows

Custom objects can help automate complex workflows, cutting down on manual tasks and reducing errors. By using custom object properties as triggers, you can set up advanced automation sequences that simplify processes and ensure accuracy.

For example, when a new training certification record is added, you could automatically:

• Notify stakeholders about compliance updates and certification completion
• Manage follow-up tasks like assessments or generating reports

The goal is to automate repetitive actions tied to custom object updates, so your team can focus on more strategic work.

Once you've set up automation, keeping your data well-organised becomes essential for long-term success.

Keeping Data Organised as You Scale

Regularly reviewing your data ensures your system stays efficient and avoids unnecessary clutter. A structured approach to managing custom objects will help maintain smooth operations as your business grows.

Here’s a simple schedule for staying organised:

Connecting Custom Objects to External Systems

To scale efficiently, many businesses integrate HubSpot with external platforms. Custom objects play a key role in connecting these systems, creating a more unified and streamlined operation. Using the HubSpot API, you can link custom objects to external tools for seamless data sharing.

With the API, you can:

• Sync custom object data with external databases
• Build tools tailored to specific CRM needs
• Automate updates across multiple platforms
• Design custom reporting solutions

For example, a manufacturing company could link its custom product object to an inventory management system. This integration could enable real-time stock updates and trigger automated reordering when inventory runs low.

"Treat custom objects as an integrated part of your HubSpot system, not an isolated feature", says OT:OT's strategic advisory team. "The key is to align them with your standard objects and workflows to create a cohesive data structure."

Conclusion: Making the Most of Custom Objects

Why Custom Objects Matter

Custom objects aren't just about organising data - they help businesses streamline automation workflows, keep data organised, and connect seamlessly with external systems. They’re especially helpful for industries with specific data needs or businesses managing complex processes.

"We are giving businesses the opportunity to build a data schema that works exactly as they need it to", says HubSpot, emphasising how custom objects can transform CRM strategies.

Now, let’s look at how to implement custom objects the right way.

Steps to Implement Custom Objects

To get started, ensure you’ve identified your business needs and have an Enterprise subscription with super admin access.

Firms like OT:OT can guide you in building effective customer data models. When custom objects are treated as a key part of your CRM strategy, they create a strong base for growth and better customer engagement. Thoughtful implementation is key to unlocking their full potential.