How to use & create HubSpot custom objects
Architect a CRM that mirrors your business reality
Standard CRM objects (Contacts, Companies, Deals, and Tickets) are the foundation of any sales process.
But for high-growth organizations with complex data models, standard objects often hit a ceiling.
If your business manages SaaS subscriptions, physical inventory, partner networks, or multi-location franchises, you cannot force that data into a "Contact" record without breaking your reporting.
That is where HubSpot Custom Objects come in.
They allow you to architect a CRM that mirrors your actual business reality, not just the default settings.
In this guide, we break down how to strategize, build, and leverage Custom Objects to scale your revenue engine.
💡Is your CRM data a mess?
Don't let rigid data models stifle your growth!
If you are struggling to map your complex business processes into HubSpot, you might need a second set of eyes on it.
What is a custom object?
A Custom Object is a database table you define within HubSpot to store unique business data.
Unlike a custom property (which is a single field on a record), a Custom Object is a standalone record type that includes its own:
- Properties (Data fields)
- Associations (Relationships to other objects)
- Pipelines (Stages and statuses)
- Workflows (Automation triggers)
Real-world use cases for the enterprise
While simple examples like "Cars" or "Pets" are common, RevBlack clients typically use Custom Objects for high-impact revenue operations:
- SaaS & Software: Create a "Licenses" object associated with Companies to track usage limits, renewal dates, and provisioning status separate from the sales Deal.
- Manufacturing: Create a "Shipments" or "Assets" object to track equipment serial numbers and warranty statuses associated with the sold Deal.
- Partner Channels: Create a "Partners" object to track distributors, linking them to Deals they influenced without confusing them with the end-customer Contact.
- Onboarding: Create a "Projects" object to hand off closed-won Deals to the Customer Success team, tracking implementation milestones in a dedicated pipeline.
How to create custom objects (the modern way)
Forget the old advice about needing an API developer for basic setup.
HubSpot now provides a native Custom Object Builder in the UI, democratizing data architecture for Operations leaders.
Method 1: The no-code builder (recommended)
- Navigate to Settings > Objects > Custom Objects.
- Click Create Custom Object.
- Define the Schema: Give it a singular and plural name (e.g., "License" and "Licenses").
- Set Primary Display Property: This is the "name" of the record (e.g., License Key or Shipment ID).
- Define Associations: Decide immediately how this object relates to the rest of your data. Does a License belong to a Contact, a Company, or both?
Method 2: The API (for advanced schema)
For complex enterprise environments, teams may still prefer using the API.
The API allows for defining advanced validation rules and programmatic creation of schema updates across multiple portals (Sandbox vs. Production).
RevOps Pro Tip: Just because you can create an object doesn't mean you should. We recommend an Object Definition Workshop to map your Entity Relationship Diagram (ERD) before building. A poorly architected object can clutter your CRM and break reporting.
The power of association labels
One of the most powerful features often overlooked is Association Labels.
Standard associations are binary (linked or not linked). Labels add context.
For example, a Contact might be associated with a Deal.
But what is their role?
- Without labels: They are just "Associated."
- With labels: You can tag one contact as "Billing Lead" and another as "Decision Maker."
This logic extends to Custom Objects.
If you have a "Partner" custom object, you can associate it with a Deal and label the relationship as "Referral Partner" or "Reseller," enabling precise commission reporting.
Integrating custom objects with Salesforce
For organizations running a split stack (Salesforce for Sales, HubSpot for Marketing), syncing Custom Objects is vital but complex.
The HubSpot Salesforce Integration supports syncing Salesforce Custom Objects to HubSpot Custom Objects.
- Bi-Directional Sync: Changes in Salesforce (e.g., a "Usage" record updates) can sync to HubSpot to trigger a cross-sell workflow.
- The "Gotcha": HubSpot can map up to 10 Custom Objects, but Reference Fields (Lookups) in Salesforce do not automatically sync to HubSpot Associations. This often requires a middleware solution or custom workflow to bridge the gap.
Automating & reporting on custom data
Once your object is built, it becomes a first-class citizen in the HubSpot ecosystem.
1. Workflows
You can build workflow automations based on Custom Object triggers.
- Trigger: When "Subscription" object Status changes to At Risk.
- Action: Create a Task for the CSM and send an internal Slack notification.
2. Personalized emails
You can inject Custom Object data directly into marketing emails.
- Example: "Hi [Name], we noticed your [License Name] is expiring on [Renewal Date]."
- Requirement: The Custom Object must be directly associated with the Contact receiving the email.
3. Reporting
Custom Objects are fully supported in the Custom Report Builder!
You can pivot data to see:
- Revenue by Partner Object
- Churn Rate by License Type
- Average Onboarding Time (Project Object)
Managing your data architecture
Custom Objects are available in Enterprise editions of HubSpot (Sales, Service, Marketing, or Ops Hub).
You are limited to 10 Custom Objects per account, which is a guardrail to prevent over-complication.
Ready to architect a CRM that scales?
Implementing Custom Objects requires more than just technical setup; it requires a strategy for how data flows through your entire revenue engine.
At RevBlack, we specialize in untangling complex data models and optimizing HubSpot for scale. Reach out whenever.
