How to Use HubSpot Custom Objects in a Service-Based Company

In service-based businesses, your customer data is often more complex than a traditional B2B or B2C company. You’re not just tracking products and sales—you may be managing unique services, client projects, job sites, and more. If you find yourself needing to track additional data that doesn’t fit neatly into HubSpot’s standard objects (Contacts, Companies, Deals, and Tickets), HubSpot Custom Objects can be a game-changer.

In this blog post, we’ll walk through:

• What custom objects are and why they’re valuable for service-based businesses.
• The steps to set up a custom object in HubSpot.
• Real-life examples of how custom objects can be used effectively.

What Are HubSpot Custom Objects?

HubSpot’s standard objects (Contacts, Companies, Deals, and Tickets) cover most use cases, but service-based businesses often have unique data needs. Custom objects allow you to create tailored data models that better align with your business processes. For example, if you run a construction company, you might want to track job sites. If you offer a recurring service, you might want to track service appointments or maintenance records.

Benefits of Custom Objects:

• Customization: Tailor HubSpot to fit your specific business model.
• Improved Reporting: Track and analyze data that’s critical for your services.
• Streamlined Workflows: Automate actions based on data specific to your business needs.

Step-by-Step: Setting Up a Custom Object in HubSpot

Setting up a custom object requires HubSpot Enterprise and some basic knowledge of how HubSpot’s API works. However, you can also use HubSpot’s user interface or partner with a HubSpot Solutions Provider like Huntscape Operations Partners to assist with the setup.

Step 1: Define Your Custom Object Decide what unique data you need to track that isn’t covered by standard objects. For example:

• A construction company might want to track Job Sites.
• A consulting firm might want to track Client Engagements.
• A managed IT service provider might track Service Appointments.

Step 2: Create the Custom Object Using HubSpot’s API To create the custom object, you can use HubSpot’s API or the Custom Object Builder in your HubSpot portal.

• Go to Settings > Objects > Custom Objects.
• Click Create Custom Object.
• Enter a Name (e.g., "Job Site"), Plural Name (e.g., "Job Sites"), and a Primary Property (e.g., “Site Name”).

You can also define:

• Properties: These are the data fields for your custom object (e.g., Address, Project Manager, Start Date).
• Associations: Determine which standard objects your custom object should be associated with (e.g., Contacts, Companies).

Step 3: Set Up Custom Properties Custom properties allow you to add specific fields to your custom object. For example, if you’re tracking Job Sites, you might include:

• Job Site Address
• Project Manager Name
• Project Start Date
• Completion Status

To add properties:

• Go to Settings > Properties.
• Select your custom object (e.g., Job Sites).
• Click Create Property and define the property name, field type, and options.

Step 4: Create Views and Filters for Custom Objects Once your custom object is set up, you can create custom views and filters to easily manage the data.

• Go to Contacts > Custom Objects (e.g., Job Sites).
• Click Create View, and set your filters (e.g., “Show all Job Sites where Completion Status is ‘In Progress’”).

This allows your team to quickly see relevant information and take action accordingly.

Step 5: Automate with Workflows One of the biggest advantages of custom objects is that you can use them in HubSpot workflows. For example:

• Automated Task Creation: If a new Job Site is created, automatically assign a task to the Project Manager to set up an initial site visit.
• Internal Notifications: Send an internal email to the finance team when a Job Site’s Completion Status changes to “Ready for Billing.”
• Follow-Up Reminders: Set up reminders for the sales team to check in with clients after a service appointment is completed.

Step 6: Create Custom Reports With your custom object in place, you can now build custom reports that include data from your custom objects. This helps you gain deeper insights into your service operations.

• Go to Reports > Create Custom Report.
• Choose your custom object (e.g., Job Sites) and set up the report filters (e.g., "Show all Job Sites by Project Manager").
• Customize the report to display key metrics like the number of active projects, average completion time, or client satisfaction scores.

Real-Life Examples of Custom Objects for Service-Based Businesses

1. Construction Company: Job Sites

   • Track every job site, including details like location, start date, project manager, and status.
   • Create automated reminders for project milestones (e.g., site inspections).
   • Generate reports to monitor job site performance and resource allocation.

2. Consulting Firm: Client Engagements

   • Use a custom object to track each client engagement, including start and end dates, engagement lead, and project scope.
   • Automate follow-up tasks based on engagement status changes (e.g., when an engagement moves from “In Progress” to “Completed”).
   • Analyze engagement data to identify trends and improve service offerings.

3. Managed IT Services: Service Appointments

   • Track all scheduled service appointments, including technician, client, and service type.
   • Use workflows to send appointment reminders to both the technician and client.
   • Generate reports on service appointment frequency and customer feedback.

Conclusion

Custom objects in HubSpot offer a powerful way to tailor the CRM to your unique business model, especially for service-based companies that need to track complex, project-based data. By following these steps, you can create a seamless, automated system that enhances your service delivery, improves client satisfaction, and provides actionable insights.

Ready to get started with custom objects in HubSpot? Learn more on our HubSpot Services Page or contact us today to see how we can help you implement this powerful feature.