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May 12, 2025
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10
min read
Creating and Automating Custom Objects in HubSpot: Unlimited Possibilities
George Miloradovich
Researcher, Copywriter & Usecase Interviewer
HubSpot custom objects let you tailor your CRM to fit your business needs. Whether you're managing pets for a kennel or vehicles for a dealership, custom objects organize your data beyond standard categories like Contacts or Deals. They also enable advanced automations and reporting.
Want to automate workflows? Tools like Latenode can connect custom objects with other platforms, enabling seamless data flows and advanced automations. Ready to transform your CRM? Start planning your custom objects today.
Laying the groundwork is essential before diving into custom objects in HubSpot. As HubSpot developers explain:
"Custom objects are a uniquely powerful way to keep a business in sync, to automate tasks, and even to report on business data" [3].
Custom objects are only available with Enterprise-level HubSpot subscriptions [2]. To access this feature, you’ll need one of the following plans:
Before you proceed, confirm that you have an Enterprise subscription and the necessary admin permissions.
A well-thought-out plan is critical for creating effective custom objects. Follow these steps to ensure your data structure aligns with your business needs:
"The goal of inviting all of these folks isn't to get into the weeds of your team's individual processes and use of the object - it's to better understand everyone else's touch points with the object" [3].
| Property Type | Description | Example |
|---|---|---|
| Primary Display | Unique, human-readable identifier | Serial Number |
| Secondary Properties | Key fields | Manufacturer, Model |
| Supporting Properties | Additional data points | Warranty Status, Location |
"You can't really figure out the data structure without understanding the context of how it can/will be used. Doing this now will prevent you from having to restructure, clean, and reformat data down the road due to a conflict with how it needs to be used, which can save you a ton of time and frustration" [3].
Before finalizing your custom object, check if existing CRM objects can meet your needs [1]. Look for potential overlaps with standard objects and be aware of any limitations, such as the inability to send bulk marketing emails to anything other than contacts.
Once your planning is complete, you’ll be ready to move on to setting up your custom objects in HubSpot.
Once you’ve outlined your data structure, the next step is creating your custom object in HubSpot.
To begin, navigate to the custom object settings by following these steps:
If this is your first time setting up a custom object, you’ll notice a prominent "Create a custom object" button at the center of the page. For additional objects, this button will appear in the top-right corner.
When configuring your custom object, focus on these key aspects:
| Property Type | Purpose | Example Configuration |
|---|---|---|
| Primary Display | Unique identifier for records | Model name (Single-line text) |
| Secondary Display | Additional identifying details | VIN number (Single-line text) |
| Other Properties | Supporting data points | Manufacture date (Date picker) |
These associations help establish links between your custom object and existing HubSpot data, making it easier to manage and analyze relationships.
Before putting your custom object into use, it’s important to test its functionality. Follow these steps to ensure everything works as expected:
"Custom objects create alternative ways to store data - allowing users to go beyond the predefined HubSpot standard objects - so you can bucket data better." - Weidert.com [2]
For example, you could create a record for a car, assign it a unique model name, and confirm that it links properly to associated contacts or deals.
Once your custom object is tested and ready, you can move on to automating workflows to streamline its use.
Once your custom objects are ready in HubSpot, the next step is to bring them to life with automated workflows using Latenode.
To begin creating automations, you first need to establish a secure connection between HubSpot and Latenode. Here's how:
With the integration in place, you're ready to set up workflow rules tailored to your needs.
Latenode's visual workflow builder makes constructing workflows straightforward and intuitive. It follows a simple structure:
Basic Workflow Structure
Trigger → Action → Outcome
Example: Trigger (new record) → Action (transform data) → Outcome (update linked records)
As one user noted:
"Limitless automation integrations no matter what your use case. The AI JavaScript code generator node is a life saver..." [4]
Key Workflow Components:
With these elements in place, you can build workflows that not only automate tasks but also connect your custom objects with other tools for a smooth data flow.
To expand the capabilities of your workflows, integrate them with external tools. This allows for comprehensive automation solutions. As Wael Esmair shared:
"Latenode is an extremely impressive product! Latenode's support for custom code has allowed us to tailor automation solutions precisely to our (and our clients') needs." [4]
Here’s an example of how you can structure your integration:
| Step | Action | Tool |
|---|---|---|
| 1. Capture | New lead form submission | HubSpot Custom Object |
| 2. Enrich | Data enhancement | Built-in AI Processing |
| 3. Sync | Update related records | External CRM/Database |
Tips for Successful Integration:
As another user highlighted:
"Latenode's intuitive interface suits both beginners and experts." [4]
As custom object integrations grow more intricate, managing connections across multiple systems becomes essential. This section outlines strategies for scaling, maintaining, and refining integrations, with a focus on how Latenode can simplify these processes.
Latenode's visual builder is a powerful tool for creating seamless automations. It allows you to tackle key challenges like data consistency, error resolution, and efficient data flows.
Regularly reviewing these processes ensures your integrations remain stable and efficient.
Ongoing maintenance is key to keeping integrations running optimally. With Latenode's built-in monitoring tools, you can track workflow performance and make adjustments as system requirements evolve.
To ensure your integrations remain effective over time, consider these strategies:
Bringing together the setup and automation strategies outlined earlier, the next step is to put these tools into action for sustainable growth. HubSpot custom objects, combined with Latenode automation, transform how CRM data is managed, aligning your CRM system seamlessly with your unique business workflows.
Custom objects serve as the cornerstone of a personalized data management approach in HubSpot. Thorough planning and diligent testing of these objects, along with workflow automation, ensure a solid and reliable system that supports your business goals.
Here’s how to begin using custom objects and automation in HubSpot:
"The AI JavaScript code generator node is a life saver for use cases where a tool or node doesn't yet exist to interact with Latenode." [4]
Businesses can leverage custom objects in HubSpot to adapt their CRM workflows to specific requirements. For instance, they can use them to monitor product manufacturing and delivery timelines, oversee active contracts, or keep tabs on detailed service-related data like licenses or warranties. Custom objects also prove useful for gathering customer feedback, structuring intricate business hierarchies, or evaluating the performance of referral programs and sales agents.
Beyond these uses, custom objects can assist in organizing resources such as FAQs, managing subscriptions or memberships, and tracking the progress of high-value sales cycles. These tailored solutions simplify operations, boost efficiency, and create a more personalized experience within the CRM.
Latenode transforms the way custom objects are automated in HubSpot by offering a low-code platform that simplifies workflow creation. This makes it possible to design personalized automations that align with your business processes, ensuring your custom objects work effortlessly with other tools and systems.
Through the use of APIs, Latenode enables seamless integration of your custom objects with third-party applications. This means you can expand your CRM's functionality without requiring extensive coding expertise. The result? Businesses can save time, boost productivity, and tailor their CRM to fit specific operational requirements with ease.
To set up and organize custom objects in HubSpot effectively, start by identifying their specific purpose and how they align with your business objectives. Consider what the custom object will track - whether it's unique data points or workflows - and clarify its role in improving processes or achieving goals. Map out the object’s lifecycle, covering essential stages like creation, updates, and data analysis.
Bring in input from key stakeholders across departments, such as marketing, sales, and customer service, to ensure the custom object addresses cross-team requirements and avoids the need for major adjustments later. Use clear and straightforward naming conventions so everyone understands the object’s purpose at a glance. Define critical properties, including the primary display property and any additional attributes that support its function. Lastly, evaluate whether a custom object is truly necessary or if existing CRM tools and features already meet your needs.
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