How Can HubSpot Custom Objects Help You?

Since you introduced HubSpot to your company, you’ve been treated like a superhero. Everyone in sales and marketing smiles at you. Your boss is happy… and more importantly your customers are happy.

You love the logical structure of HubSpot. Separating your data into contacts, companies, deals and tickets increases your efficiency. Everyone on the team benefits from the reports you generate. Your data is segmented so it’s easy to personalize messages. Routine tasks are automated.

This means no one wakes up in the middle of the night sweating, worried that they forgot to do something.

Except, you occasionally find yourself wishing for more.

“If only”, you mutter to yourself when you log in to HubSpot. “If only we could change this or that, then it would be perfect.” You want more freedom to change HubSpot to do exactly what you want. More ways to customize your data.

Deep in your heart, you believe the intelligence you have on your customers is your true superpower. If only you could organize and track all these little details then it would be easier to grow your business.

HubSpot Lets You Supercharge Your Data

HubSpot truly knows their customers. They created custom objects for anyone who wants to slice and dice their data in whatever way they want. With custom objects, you can pull the specific data points you need to run your business.

The default standard objects are—well, standard—across all businesses. Everyone needs to know their contacts, companies, deals and tickets. But, with custom objects, you can adjust your data to match exactly how you use it. This means your emails can become even more personalized.  Plus, you can add these custom objects to workflows and create reports for these custom objects.

Instead of talking about HubSpot custom objects, let’s have a little pony show you how they work.

Custom Objects: Explained by Angela the Appaloosa

Let’s say you are a veterinarian and your practice expanded beyond cats and dogs. You hired an equine veterinarian named Hank and Angela is the first pony to be examined at your practice. As you build up your customer base of horse owners, it’ll be very helpful to know more details about your customers’ equine companions. Establishing a new custom object for “Ponies” will allow you to capture pertinent information about each patient, and then in turn make associations between the ponies in your database with their human owners. Thanks to properties on the custom object, it’s quite easy to capture the information you need to know about this pony.

How Can HubSpot Custom Objects Help You? | Pittsburgh | ProFromGo

The goal is to expand the equine practice for this veterinary clinic. Those in the equestrian world know that ponies are not baby horses. So, they created filtered views for ponies.  Then, when they have enough ponies in the database, all pony messages can be personalized to incorporate relevant data about each pony in communications to their owners.


Reports Based on Your Specific Needs

It’s easy to generate reports based on your custom object data. Keep in mind, some reporting capabilities might be limited. Yet, you can choose the custom object metrics to measure and decide how you want the data visualized. If Hank wanted to create a pie chart, bar chart, or any other graphic to represent his report, it’s easy for him to do so.

You can also create dashboards for a quick glance at the details that matter to your business.

Custom Objects: Designed to Help You Grow

Now imagine your equine practice has hundreds or even thousands of patients across many horse owners. How do you keep it all straight?  That’s where HubSpot custom objects feature really shines.

With custom objects, you have the flexibility to tailor specific automation based on your unique needs.

For example, you might want to add a workflow to email the owners every year on Angela’s birthday with a coupon for supplements that are suggested based on the pony’s age.  Or, how about creating an automation workflow that reminds horse owners automatically when they’re due for vaccinations or a check-up based on a custom property related to their last vet appointment date?

Custom Objects Limited to 10

Once you realize the benefit of customizing your data, it's tempting to go a little crazy. So, first, take a step back and decide exactly what information you need to enrich your database. Ask yourself how that data will help you reach your goals.

Initially, you must create a custom object using the HubSpot API.

Once created, you edit and manage properties through HubSpot's familiar property setting interface.

Ready to Increase Your Horsepower?

By now, your head is swimming with a million ways custom objects can add more oomph to your efforts. If you’re ready to get started with HubSpot custom objects and could use a hand, contact us today.

Chris Vendilli
About the Author
Chris is the founder and CEO of Vendilli Digital Group. In his free time, you’ll find him camping, fishing, or playing beer league ice hockey with a bunch of guys who refuse to admit they’re already over the hill.
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