You customise HubSpot by combining Custom Objects with automated Workflows to map the CRM directly to your unique business model. While standard objects manage contacts and deals, Custom Objects store bespoke data entities—such as "Properties" for real estate or "Warranties" for manufacturing. By using Workflows to trigger automated actions based on updates to these Custom Objects, businesses eliminate manual data entry, enforce process consistency, and create a highly tailored user experience.
What Are HubSpot Custom Objects?
HubSpot provides a range of standard objects—Contacts, Companies, Deals, and Tickets—that cater to most general business requirements. However, standard objects often fail to capture the specific data structures required by niche industries. This is where HubSpot Custom Objects come into play. They allow you to define and store information beyond the default CRM schema. For instance, a real estate business might need to track "Properties" including unique characteristics such as square footage, zoning status, and location. With Custom Objects, you can create a dedicated "Property" record to house this information, aligning HubSpot’s architecture exactly with the terminology your business uses daily.
How Do Custom Objects Enhance CRM Efficiency?
By leveraging HubSpot Custom Objects, you empower your team to track data specific to your business model without relying on clumsy workarounds. When businesses are forced to misuse default objects (e.g., trying to log a "Vehicle" as a "Company"), data accuracy plummets. Custom Objects eliminate this friction, ensuring every piece of necessary information is logically organised and readily available. Furthermore, because Custom Objects integrate seamlessly with HubSpot’s Custom Report Builder, leadership can generate targeted dashboards to gain deep insights into previously inaccessible areas of the business, shifting focus from manual data handling to strategic analysis.
How Do HubSpot Workflows Automate Business Processes?
Customising your HubSpot CRM goes beyond creating new data structures; it requires automation to streamline operations. HubSpot Workflows are automated sequences triggered by specific events or actions within the CRM, such as a change in a deal stage or a contact downloading an eBook. With Workflows, you can automate routine tasks like sending follow-up emails, alerting team members via internal notifications, or assigning records. This ensures that essential tasks are executed systematically and on time, preventing leads or service requests from falling through the cracks.
How Do Custom Objects and Workflows Operate in Tandem?
The true magic of HubSpot customisation happens when Custom Objects and Workflows operate in tandem. Custom Objects provide the architectural structure to store unique data, while Workflows provide the engine to act upon it. For example, if you track "Warranties" as a Custom Object, you can create a Workflow that automatically sends an email to the customer 30 days before their warranty expires, prompting them to renew. This synergy not only streamlines internal administrative processes but also enhances the external customer experience through timely, relevant communication.
How Does Customisation Foster Cross-Team Collaboration?
A combination of HubSpot Custom Objects and Workflows promotes essential cross-team collaboration by breaking down departmental data silos. For example, a Custom Object created for "Product Returns" can be associated with a Contact and shared across the sales, service, and finance teams. Each department can then use its own specific Workflows to manage different aspects of the returns process—Service handles the shipping label, Finance processes the refund, and Sales logs the retention risk. This ensures absolute alignment and prevents critical information from being lost as the record progresses through its lifecycle.
People Also Ask (FAQ)
What is a standard object in HubSpot?
Standard objects are the default data records built into HubSpot CRM. The primary standard objects are Contacts (individuals), Companies (organisations), Deals (sales opportunities), and Tickets (service requests).
Do I need HubSpot Enterprise to use Custom Objects?
Yes. The ability to define and create Custom Objects is a feature restricted to the Enterprise tier of HubSpot Hubs (such as Sales Hub Enterprise or Marketing Hub Enterprise).
What is a Workflow trigger?
A trigger is the specific condition or set of rules that must be met for a record (like a Contact or Custom Object) to be enrolled in a Workflow automatically.
Can I report on Custom Objects?
Yes. Data stored in Custom Objects can be used in HubSpot’s Custom Report Builder, allowing you to cross-reference your bespoke data with standard sales and marketing metrics to create detailed dashboards.
While Custom Objects and Workflows significantly enhance operations, they require careful architectural planning. If you are ready to tailor HubSpot to suit your specific needs, contact Struto today to learn how we can build a CRM that functions exactly the way your business requires.
