what they are and why they are important to your business

what they are and why they are important to your business

If we’re working with Hubspot, one of the recent concepts they’ve incorporated is custom objects. In HubSpot, they play a fundamental role in being able to easily implement our inbound marketing strategies. Explore HubSpot Custom Objects and find out how they can help you improve your website conversions.

We know that from theory to practice there is a world and, despite the fact that we have a large volume of information on our prospects and contacts, we must know how to store and manage them with the most suitable tools. That’s why custom objects can save us more of a hassle in storing and managing all of your data in HubSpot.

To understand how custom objects work in HubSpot, you must first understand what objects are in HubSpot and how they relate to properties and custom properties.

Objects in HubSpot

The easiest way to think of HubSpot objects is as a collection of properties that share the same “owner”. For example, an object is “Contacts”. Each contact will therefore have a series of properties associated with it: last name, first name, telephone number, address, age, country, etc.

Standard objects in HubSpot are Contacts, Companies, Deals, and Tickets.

  • Contact objects store information about a specific person.
  • Those of “companies” do the same for a company or an organization. The usual thing is to associate this object with several contacts until it represents its organizational structure. In fact, the most common associations or relationships made between HubSpot objects are company employees.
  • Business is often a sales opportunity for a contact or a business. This information is obtained through pipelines. So, these can contain properties like business close date, business owner, total amount traded, related products, business status, etc.
  • Tickets, which are the requests for help that users make, such as the technical support that the company provides to its customers. The properties that can be assigned to these objects will be ticket status, attention priority, ticket manager, etc.

The last two, offers and tickets, are linked to the Hubspot Sales Hub and Service Hub respectively.

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In addition, we can talk about two other types of objects: tasks, which represent an activity that can be created through workflows to control productivity and customer service; and, on the other hand, the products or services that you offer (it can contain properties such as budgets, quotes, performances …).

When we need to use something other than the standard HubSpot objects mentioned, we need to use the custom objects. In this way, we can create properties and customize associations between custom objects and other objects.

For example, if we were a gymnasium, a custom object that we could create would be called “inscriptions”. Thus, we can associate this new personalized object with the standard contact object.

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What are custom objects or custom objects?

Custom objects are items that contain information about some type of relationship external to the company, for example, to other objects. These are registers that allow data to be stored and, in this way, to facilitate their use.

Custom objects are used to segment data according to the treatment we want to give them. In addition, they help us to manage information in the most efficient way.

What are they for?

Generally, objects are made up of the properties they have by default and the custom properties that can be associated with them. For example, if I have a loyalty plan in my business with different types of customers, I could create a custom property called “customer type” with the following possible values: normal, VIP, super VIP.

We can use custom objects in HubSpot to:

  • Filter custom object records based on property values
  • Use them in workflows
  • Personalize automated marketing emails
  • Create custom reports based on custom objects

Custom properties are a good tool to customize the CRM using attributes relevant to the business that are not provided by default in HubSpot. However, they have certain limitations.

Benefits of custom objects

Custom objects allow us to store different types of data.

Here are the main benefits of creating custom objects in HubSpot, among others:

  • All of the information in the objects can be used so that we can take full advantage of the functionality of HubSpot.
  • They allow more complete integrations to achieve task automation.
  • They allow you to link contacts or other objects to other companies
  • They will be able to improve the generation of conversions


To use custom objects, you must have a HubSpot account with at least one Enterprise-level Hub (either for CMS, Sales Hub, Service Hub, or Marketing Hub).

Additionally, since custom objects must be created using the HubSpot API, it is recommended that, to get started, we have the guidance or guidance of a HubSpot solution partner or specialist developer. .

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How do HubSpot custom objects work? Examples

Before creating a custom object make sure that the standard objects do not meet your needs, identify the purpose of this new creation, what structure it will have and what you want to use it for.

Note that to create a custom object, you must include its properties and establish the association between itself and its standard object.

Once the custom object is scheduled, you can create it through APIs, and to verify that it has been configured correctly, you can test with a workflow or export a test report.

The following examples explain how HubSpot custom objects work.

Custom objects for online courses and their teachers

Imagine that you are a university. You will have different courses to teach, each one will be given in a different class or center, with their teachers, students, etc.

How to link all this information to the HubSpot CRM to successfully develop our online marketing campaigns?

It would be very difficult and next to impossible to import all of these attributes into HubSpot as custom properties. This is where personalized items come to the rescue.

In this example, the ideal would be to create an object called “Course”. In turn, these courses would have their corresponding properties, i.e. associate professors, campus where they are taught, etc. Well, one of the actions we could do would be to associate the students (who will be part of the contacts object) with the courses they are currently taking.

Better control of logistics in eCommerce

Another example of a custom object application can be found in the world of e-commerce.

If we have implemented HubSpot in ecommerce, we can have a complete view of the sales funnel with the Sales Hub. However, there is some information that would be difficult to associate with a business after a sale is finalized: the product shipping information.

If we think about it for a moment, the properties that we can find in shipping logistics of a product are multiple and of different nature: tracking number, logistics operator, type of shipment, destination address (which may be different from the billing address associated with the company), number of packages, status of sending, etc. Bringing all of these properties directly into the business object by creating custom properties would be possible, but impractical and difficult to keep up to date.

What to do then?

The best thing to do in this case is to create a custom object called “Logistics” with all the corresponding properties. In addition, we could even connect via API to our logistics provider and update all this information in the CRM. Thus, we would associate the business object with the logistics object to maintain the relationship between the two objects.

Reserve management

Imagine that you are a travel agency: you can create the ‘Reservation’ object each time an Internet user requests a trip. That way, you can use the information you collect from that object through HubSpot Lists to segment your contacts based on number of trips made, average cost of trips, destination cities, and more.

So far we have come!

We have seen what objects are, how they relate to each other and what benefits we can achieve with custom objects. At this time, custom objects are only available in the Enterprise versions of HubSpot. Fingers crossed that in the future they will be available at least for the professional versions of HubSpot.

Can you think of any other examples where custom objects would be useful? Leave me a comment !

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