HubSpot Custom Objects: How to Customise Your CRM

Custom objects in HubSpot allow you to customize your CRM to fit your business like a glove. 

HubSpot's Custom Objects lets you go beyond standard CRM functionality, allowing you to structure and manage data in ways that align with your company’s unique processes.

Think of custom objects as a tool for adapting HubSpot to your exact workflows, tracking complex relationships without relying on one-size-fits-all solutions, or creating custom software.

This article will explore how custom objects in HubSpot work, why they matter, and how to use them to create a more effective CRM for your business.

Understanding Standard Objects

HubSpot’s standard objects—Contacts, Companies, Deals, and Tickets—are sufficient for everyday CRM needs and storing basic information. 

These are the typical objects in most CRM systems, allowing you to store important information about your existing and potential customers.

But what happens when your B2B environment doesn’t follow a standard mold? 

Maybe you’re juggling intricate partner agreements that don’t belong in a simple “Company” record. Perhaps you’re tracking layered product configurations that don’t fit into a standard Deal.

Sound familiar? 

Without the right tools, you might cram this data into unrelated properties, write unstructured notes, or even use spreadsheets outside the system. 

The result? 

Disorganized data, incomplete reports, and a growing frustration that HubSpot feels too limited to handle your business’s unique complexity.

Recognizing these limitations is the first step toward building a CRM that genuinely works for you—and that’s where custom objects come in.

What Are Custom Objects in HubSpot?

HubSpot used to have a reputation for being great for small and mid-sized businesses with simple needs but not entirely up to the task of enterprises with complex data structures.

You’d likely turn to Salesforce or Microsoft Dynamics if you need complex data models. 

Custom objects in HubSpot are changing that narrative.

Now, you can build tailored record types that handle the same complexity as the big-name CRMs without giving up HubSpot’s ease of use. 

HubSpot is no longer “easy but limited“ but "easy, adaptable, and scalable.”

In other words, choosing HubSpot means you’re not stuck with a CRM you might outgrow. 

Instead of bending your business processes to fit predefined data structures, you can create data structures matching your company's operations.

Custom objects in HubSpot unlock possibilities by allowing you to track and manage data specific to your business needs. 

Here are some practical ways they’re used across industries:

1. Shipping and Delivery

Use a custom “Shipping” object to track delivery status, carrier details, and expected dates. 

You could integrate this data with your e-commerce platform to centralize order fulfillment. To improve the buying experience, you could automate customer updates on shipping progress.

2. Warranty and Service Tracking

For businesses managing warranties or long-term service agreements, a “Warranty” custom object could help track details like coverage periods and service history.

This object would be associated with deals or customer support tickets. This is ideal for industries requiring ongoing maintenance, such as machinery or maritime equipment.

3. Vendor and Supplier Management

Optimize your procurement process with a “Vendor” custom object to store supplier data and track performance. 

This object could link vendors to contracts or deals, centralize contact information and automate reminders for key milestones or renewals.

Key Benefits of Custom Objects

Custom objects don’t just enhance your CRM—they transform it. Here’s how they can revolutionize the way you work:

1. More Meaningful Reporting: 

Do you ever feel like your reports don’t tell the whole story? With HubSpot custom objects, you can track the metrics that matter to your business. 

Whether it’s identifying which vendor types drive the most revenue or analyzing how product bundles perform in specific regions, your reports become laser-focused and actionable.

2. Smarter Automation: 

Imagine workflows that adapt to your unique processes. For example, do you need to trigger a task when a custom object reaches a specific stage or notify your team about contract renewals?

3. Better Segmentation:

Instead of relying on generic filters, you can examine the custom attributes that define your audience. For example, you can send a campaign to customers with expired warranties.

Creating Custom Objects in HubSpot

Setting up custom objects in HubSpot is easier than you might think.

Here’s a step-by-step guide to get started:

1. Check Your Subscription: 

Ensure you have at least one seat with an Enterprise-level subscription—custom objects are exclusive to this tier. Also, ensure you have the right user permissions to create objects.

2. Navigate to Settings: 

In HubSpot, head to Settings and find Data Management under the Objects section.

3. Create Your Custom Object: 

Click “Create Custom Object” and give it a clear name and description.

For example, if you’re tracking vendors, you might name it “Vendor” with a description like “Stores vendor-related data for contract and region management.”

3. Define the Primary Display Property: 

Choose the property that will be the unique identifier for each record—a vendor’s company name, a product SKU, or anything else central to your object.

4. Add Custom Properties: 

Define the details you want to capture, like a vendor’s region and service level or a product’s subscription tier and renewal date and create a custom property for your custom object.

5. Import Records: 

You can import data via CSV for bulk uploads if you have existing data. Otherwise, you can manually add records to get started.

6. Build Associations: 

Link your custom object to standard objects like Contacts, Companies, or Deals. For example, you can associate a vendor with a Deal to track who’s involved in each transaction.

7. Refine Over Time: 

As your business grows, revisit your custom objects. Add new properties, update associations, or refine naming conventions to keep everything accurate and up-to-date.

Building and Managing Custom Object Pipelines

Did you know that custom objects in HubSpot can have pipelines, just like Deals and Tickets? 

Setting up a pipeline is a perfect if your custom object represents a process or lifecycle.

Here’s how it works:

1. Visualize the Process: 

Imagine your Vendor object progressing through stages like “Initial Evaluation,” “Contract Negotiation,” and “Approved Partner.” A pipeline gives you a clear, visual way to track this journey.

2. Define Your Stages: 

Create pipeline stages that mirror your process. Each stage should represent a significant milestone, like moving from a proposal phase to final approval.

3. Add Required Fields: 

To keep your data clean, you can require specific fields to be completed before a record moves to the next stage. For instance, you might need a signed contract before moving a vendor to “Approved Partner.”

4. Adjust as Needed: 

Pipelines are flexible. If a stage becomes obsolete or needs reordered, you can make changes without losing data. This adaptability keeps your system relevant as your processes evolve.

5. Eliminate Manual Updates: 

With a pipeline in place, your team can see the status of each record at a glance—no more spreadsheets or manual tracking.

6. Evolve Your Pipelines: 

As your business grows, revisit your pipelines. Add new stages, remove outdated ones, or refine criteria to align with current workflows.

By using custom object pipelines, you can give your team a clear roadmap for managing processes. This is a simple yet powerful way to align your CRM with real-world operations.

Best Practices for Custom Objects

Getting the most out of custom objects isn’t just about setting them up—it’s about using them thoughtfully. 

Follow these best practices to ensure your CRM stays clean, efficient, and aligned with your goals:

1. Start with a Plan: 

Before creating custom objects, define your use cases. Are you tracking a unique subscription model or monitoring a specialized partner network? Make sure you’re solving a real problem, not adding unnecessary complexity.

2. Establish Data Quality Rules: 

Set required fields and validation criteria to keep your data accurate and complete. For example, ensure that every vendor record includes a region and service level before it’s saved.

3. Document Everything: 

Write down what each custom object represents, the meaning of its properties, and how they’re used. Clear documentation helps your team understand and confidently work with the system.

4. Audit Regularly: 

Conduct periodic reviews to retire unused properties, reorganize pipelines, or refine naming conventions. This will keep your CRM clean and prevent data bloat as your processes evolve.

5. Train Your Team: 

Don’t keep custom objects a mystery. Train your team on their purpose and logic so they can use them effectively. A well-trained team ensures consistent adoption and fewer errors.

6. Iterate Over Time: 

Treat custom objects as living components of your CRM. As your business grows, revisit and improve them to align with new workflows or priorities.

By following these practices, you’ll maintain a HubSpot system that’s functional and valuable for your entire team.

Conclusion

HubSpot custom objects have redefined what’s possible with HubSpot for enterprise B2B marketers like you. They let you break free from rigid data structures and create a CRM environment that fits your business—not the other way around.