Creating and Automating Custom Objects in HubSpot: Unlimited Possibilities

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.

Key Benefits:
- Structure data to match your workflows.
- Automate tasks with CRUD operations (Create, Read, Update, Delete).
- Integrate with HubSpot tools like workflows and reports.
Getting Started:
- Requires an Enterprise-level HubSpot plan.
- Plan your object’s structure, lifecycle, and properties carefully.
- Test thoroughly before using.

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.

HubSpot Custom Objects Crash Course for Beginners

Before You Start

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].

Required HubSpot Plan

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.

Planning Your Data Structure

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:

Define Your Primary Goal
Start by documenting the purpose of your custom object. This step helps ensure it supports your overall business objectives.
Map the Object's Lifecycle
Outline how the object will function throughout its lifecycle. Consider key stages such as:
- When and how it will be created
- Triggers for status changes
- Conditions for archiving
- How different teams will interact with it
Involve Stakeholders
Gather input from key teams like Marketing, Sales, Customer Service, Development, and Operations. As HubSpot developers note:

"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].

Organize Properties Thoughtfully
Define the properties of your custom object using a clear hierarchy:

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

Taking the time to organize properties now can save you from having to restructure or clean up data later. As HubSpot developers explain:

"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.

Setting Up Custom Objects

Once you’ve outlined your data structure, the next step is creating your custom object in HubSpot.

Finding Custom Object Settings

To begin, navigate to the custom object settings by following these steps:

Click the settings icon (gear) in the main navigation bar.
From the left sidebar menu, select Objects.
Choose Custom Objects.

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.

Setting Object Details

When configuring your custom object, focus on these key aspects:

Basic Object Information
Start by defining the foundational details:
- Enter singular and plural names for the object (e.g., "Car" and "Cars").
- Add a clear description that outlines the object’s purpose.
- Ensure the names align with HubSpot's naming conventions for clarity and consistency.

Property Configuration
Set up the properties that will define your object’s records. Here’s a breakdown:

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)

Object Associations
Specify how your custom object will relate to other HubSpot objects. For example, you can connect it to:
- Contacts
- Companies
- Deals

These associations help establish links between your custom object and existing HubSpot data, making it easier to manage and analyze relationships.

Testing Your Custom Object

Before putting your custom object into use, it’s important to test its functionality. Follow these steps to ensure everything works as expected:

Create a test record with all relevant information.
Confirm that the primary and secondary displays appear correctly.
Test how the object associates with other HubSpot objects, such as Contacts or Companies.
Verify that all custom properties are functioning as intended.

"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.

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Building Automations with Latenode

Once your custom objects are ready in HubSpot, the next step is to bring them to life with automated workflows using Latenode.

Setting Up HubSpot-Latenode Connection

To begin creating automations, you first need to establish a secure connection between HubSpot and Latenode. Here's how:

Access Integration Settings: Start by navigating to your Latenode dashboard. Locate the HubSpot connector in the integration library. To proceed, you'll need:
- Your HubSpot API key
- Permissions for custom object scopes
- Admin access to your HubSpot portal
Authentication Setup: Enter your credentials to authenticate the connection. Once verified, you'll see a list of available custom objects.

With the integration in place, you're ready to set up workflow rules tailored to your needs.

Creating Workflow Rules

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:

Triggers: Events that initiate the automation, such as the creation of a new record.
Actions: Tasks performed on the data, like modifying or updating it.
Conditions: Logic that determines the path of the workflow.
Transformations: Steps to format or process the data for specific needs.

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.

Connecting External Tools

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:

Test workflows in a sandbox environment to ensure they function as expected.
Monitor performance regularly to identify and resolve potential issues.
Set up error notifications to stay informed of any failures.
Document your workflow logic for future reference and troubleshooting.

As another user highlighted:

"Latenode's intuitive interface suits both beginners and experts." [4]

Managing Complex Integrations

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.

Cross-Platform Automation

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.

Define Clear Data Ownership
Assign one system as the primary source for each custom object. This avoids data conflicts and ensures updates remain consistent across all systems.
Implement Error Handling
Use Latenode's execution history to monitor and address errors effectively. Quick identification of issues minimizes downtime and keeps workflows running smoothly.
Establish Standardized Data Flow Patterns
Create uniform data flow templates to manage updates - whether real-time or bi-directional - ensuring consistency and reliability.

Regularly reviewing these processes ensures your integrations remain stable and efficient.

Workflow Maintenance

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.

Long-Term Management Tips

To ensure your integrations remain effective over time, consider these strategies:

Document Your Custom Object Structure
Keep detailed records of your custom objects, including their lifecycle, relationships, key attributes, and transformation rules. This documentation streamlines troubleshooting and future updates.
Optimize Workflow Performance
Periodically review workflows to identify and remove inefficiencies. Streamlining processes helps maintain peak performance as your needs grow.
Plan for Scalability
Design your integration architecture with future growth in mind. Collaborate with stakeholders to anticipate changes and ensure your system can handle increased demands.

Conclusion

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.

Summary

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.

Getting Started

Here’s how to begin using custom objects and automation in HubSpot:

Verify Your HubSpot Enterprise Subscription
Confirm that your subscription allows for up to ten custom object definitions, each capable of holding 500,000 records [5].
Plan Your Data Organization
Design how custom objects will relate to existing HubSpot entities like contacts, companies, and deals. For instance, a global organization might use a "territories" custom object to structure teams by region, enabling smoother operations and better data alignment [6].
Integrate Latenode for Automation
Connect HubSpot to Latenode to unlock advanced automation features. As Francisco de Paula S., a web developer, shared in February 2025:

"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]

FAQs

How can businesses use custom objects in HubSpot to enhance their CRM workflows?

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.

How does Latenode help automate custom objects in HubSpot?

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.

How can I effectively plan and structure custom objects in HubSpot to align with my business goals?

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.